WELCOME TO #SMWVANSOCIAL MONITORING, INTELLIGENCE AND BRAND CHATTER
#smwbosco @boscoanthony Presented by Bosco Anthony
Monday, September 24, 2012
Social Monitoring
Process of evaluating editorial content of media and social outlets on a consistent basis with the purpose of taking action or making an impact.
Origin - Offline 1800 Press clippings Online Cyberalert 90’s
Monday, September 24, 2012
WHY THE STRUGGLE
Use of old school tactics
Put out fires
Bragging rights
Press releases
No content plan
Push Product
Expect immediate results
Monday, September 24, 2012
Why should you monitor?
Trends, news, research
Content Bank
Keyword Research
Competition analysis
Analytics, Reporting
PR Management / Brand Reputation
Monday, September 24, 2012
SOCIAL MONITORING COMPLEXITY / TIMELINE
What is social media and why should we be social?
What platform should we be on?
Waste of time and resources!
Cant measure anything, whats the ROI?
What should we measure?
Monday, September 24, 2012
The 3 M Approach
Monitor
Mingle
Measure
Monday, September 24, 2012
Quantitative Vs Qualitative
Quantitative Measure
Data of community, actions and traffic
Use of google and social analytics
Example Traffic
Qualitative Measure
Sentiment, emotional component.
Consumer reviews and reaction to product
Example Ratings
Monday, September 24, 2012
Quantitative Tools
Spiral 16 - monitors web and presents findings in unique 3D virtualization.
Radian 6 - analytics dashboard tunes into conversations
Bit.ly - Shortens and tracks URL’s
Visible Technologies - analyzed data on brand chatter
SWIX - shows performance over 70 different audience and engagement metrics
Monday, September 24, 2012
Qualitative Tools
People Browser - Identifies positive, negative or neutral sentiment towards a brand
Social Mention - Provides in depth analysis on sentiment
BrandsEye - Allows you to protect your online rep
Heartbeat - Engagement Platform
Alterian - user behaviors, demographics, location and sentiment
Monday, September 24, 2012
Stages of social monitoring!
Build platforms
Use Engagement platforms (hootsuite, tweetdeck, co-tweet)
Identify Customer Lifetime Value
Review and test Monitoring tools then launch
Engage, drive traffic and conversions
Effectiveness of program and ROI
Monday, September 24, 2012
Fact about Social Monitoring
Monitoring is a daily routine that requires time, effort and resources.
Engagement requires a team of service providers that converse and drive traffic.
Reporting of data is process on its own.
Not every platform works for every industry!
Statistics show many brands are still in the stone age when it comes to this process!
Monday, September 24, 2012
Selection of Tools
Free Tools
Subscription Tools
Hybrid Enhanced Tools (deliver news, broadcast and social media)
Monday, September 24, 2012
Social Monitoring Best Practises
Create Filters ( Market Intelligence VS Chatter)
Pay attention to trends and set keywords
Start by searching brand names, complaints, questions and compliments to promote engagement
Start with free tools then move to big tools as you grow
Create templates and responses.
Fill vacuum with your perspective or others will
Monday, September 24, 2012
Social Terminology
Influence
Sentiment
Volume
Workflow
Dashboard
Insight
Monday, September 24, 2012
Tools Making An Impact!
Radian 6(Marketcloud), Trackur and Actionly, Sysomos, lithium, ubervu,
Raventools,
Bringshare,Cyfe,
Pinerly, Engagio
hootsuite, seesmic, tweetdeck, cotweet, viralheat
Monday, September 24, 2012
PR - BRAND REPUTATION!
Learn and change from negative responses
Silence is not always recommended
Do not aim at getting personal
Keep it professional | You are being viewed at all times!
Timing is everything
Have templates and documents ready
Implement content strategy to flush out crap
Monday, September 24, 2012
What to pick?
Product features, workflow, insights, engagement etc
Reporting Platforms, Visual engagement and export
Monitoring Tools, Social platform reach, filters keyword
Visitor influence, demographic and details
Help, support and real time guidance
Training platforms
Engagement consoles and social/web integration
Monday, September 24, 2012
SOCIAL CRM PROCESSThe overall process of social monitoring
Monday, September 24, 2012
Tracking Social ROI!
Examining Referring Traffic
Quality and Review of content
Sentiment
Track Size of community and engagement
Share of Voice
Monday, September 24, 2012
Anyone notice Social Analytics?Google Analytics has a new social analytics feature
Monday, September 24, 2012
Metrics by Avinash Kaushik!
Conversion Rate
Amplification Rate
Applause Rate
Economic Rate
Monday, September 24, 2012
Social Intelligence
Social Media compliments marketing
Create Social Media Strategy
The digital age of content creation and curation
Engage first and drive conversions!
Wow your audience!
Monday, September 24, 2012
Avoid #SMDPush marketing by people who think they are making progress with their marketing efforts
Monday, September 24, 2012
Brand Chatter!
Connect with people
Ask Questions
Relate
Solve Problems
Share and be social
Become an authority
Recommend!
Monday, September 24, 2012
Asante Sana - Thank you! http://www.boscoanthony.com
Monday, September 24, 2012