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A guide to understanding Social Media Monitoring in everyday language. Highlighting Why it is important; what should be done with the data; and how to find a tool.
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The Benefits of Social Media MonitoringA guide to understanding tools in practical ways
What Is Social Media Monitoring?
• Listen: Find conversations that are already happening
• Research: Understand what is being said and by whom
• Engage: Reach out to consumers where they are
• Share: Send relevant information to consumers based on interest
Why Is Monitoring Worthwhile?
The Point of Listening:
• People like to talk about 'everything'• Millions of conversations are happening every day online• Thousands of conversations may be about 'the brand'• Thousands of conversations that need context• Listening sets up understanding by providing context
Why Is Monitoring Worthwhile?
The Point of Understanding:
• Listening provides thousands of conversations• Conversations must fit within an organizational context• Action items and messaging need to be integrated into a
system• Macro and micro analysis must be made• Sales / Marketing / PR / R&D / Executive's... all need this
data
Why Is Monitoring Worthwhile?
The Point of Engaging:
• Identify brand ambassadors• Step into conversations to gain insights• Generate conversations, provide better data • Analyze macro for a better response by R&D guys• Solve Customer Service customer issues on a 1 to 1 level• Craft messages to meet needs instantaneously
Why Is Monitoring Worthwhile?
The Point of Sharing:
• Provide relevant information to a select user group• Correct misunderstandings• Generate more discussion• Increase customer satisfaction (CSAT)• Produce a desired response to the data
Monitoring Is Larger than Facebook and TwitterConsumers have preferred modalities (Modes of communication)
• Twitter• Facebook• Tumblr• Blogs• Forums• Linkedin
One platform may not resonate with the core audience of 'the brand'
Monitoring Is Larger than Facebook and Twitter
Understanding the core social networks of an audience is key to...
• Setting production budgets (think youtube)• Establishing ROI expectations• Developing a presence on relevant social networks• Placing content in areas that will generate awareness of
'the brand'
Subway Map of Social Tools
Pick A 'Route' For 'The Brand'
Once 'the brand' understands where users are online it should start develop an action plan. It's time to ask questions...
• Does the a tool monitor a specific Social Channel well?• Is organic growth likely?• Are there existing strategic relationships?• How is 'the brand' going to set up an engagement plan?• How is 'the brand' going to define success?
Does 'The Brand' Have one...
'The Brand' Is...
'The brand' is what the consumer says it is...
• 'The brand' has to decide who 'the brand' wants to be• Monitor and adjust... To keep or change this image• Personality is not a snapshot, and doesn't change overnight• Executives may need to make major adjustments to correct
or maintain the image at the corporate level
Social Media Monitoring Will Tell...
• How consumers view the brand• How new promotions / movements are being received• How promotions / movements could improve
Using a monitoring tool you get to see a bigger picture...
Social Media Monitoring tools are like high powered Satellites...
Two Views Social Media Monitoring Provides
Micro Macro
The Micro View... What To Do With DataThree pillars highlight data on the micro level:
• Actionable: Data community managers can respond to and engage with
• Specified: Data has specific insights into conversations about 'the brand'
• Contextual: Data looks at specific posts providing the brand with reach user context (who, what, why, etc.)
*Almost all search tools can provide this data to some degree
The Macro ViewWhat Is The Bigger PictureMacro data can provide important business indicators
• Predictive indicators for sales• Share of voice• Channel comparison (Blogs v. Twitter v. Facebook...)• General sentimentality• Benchmarks• Popular keywords used• And Much much more...
*If you think of something else leave a comment.. Just know we included it in the much much more.
Limitations of Free Tools
Free tools (such as search.twitter.com) are time-sensitive and limited to a certain number of posts.
• Monitoring Tools have Archive history• Monitoring Tools provide robust Data• Monitoring tools track more than Twitter...
• Monitoring tools track Forums, Product pages, Comments, Blogs, Facebook Pages, and much much more!
So Now What?
• Establish "The Brand's" objective looking at monitoring tools• Select the tool (or tools) that work best for "The Brand"• Establish the current position of "The Brand" • Establish engagement strategy that fits "The Brand"• Establish early ROI indicators such as Satisfaction, Frequency or
awareness.
OR...
Use Free tools spending hours returning less meaningful results
Contributors
On Twitter @7Huck
raised on rice :) community developer @producteev étudiante en français
On Twitter @Jen_Charlton
Charlton Daily Updatehttp://linkd.in/CharltonPR
On Twitter @JudithSoto
Community Manager at StrongMail. Interested in email marketing, social media marketing, social CRM and photography. Live for my mami's cooking!
On Twitter @MiChmski
Multilingual, multicultural, multi-country, Community Manager @Synthesio (Host of monitorchat.tv). This is my page. @ me so I can follow back #redbull #travelOn Twitter @40deuce
Community manager @Sysomos. (self professed) Super-Genius. Social media misfit. Music addict. Smack talker. Loves to fall in love. Big kid. Awesome dude.
On Twitter @jimmyrey
Strategic Account Exec-SM Alterian, Proud Father and Music Lover. Digs social media and new technologies. Opinions stated are mine and not my employer
On Twitter @genevievecoates
DAL grad with a B.A. in English and Theatre. Community Manager @radian6
Project Lead and Special Thanks
Community Manager Chat Wednesdays at 2:00pm (EST) Use hashtag #CMGRCHAT
Social Media Monitoring Partners
oneforty is your social business software hub. Review, share and discover the best tools that'll make the most of your strategy.http://oneforty.com
In Partnership with...
We have a passion to make advanced tools and strategies more accessible to the average user.
I would like to thank everyone who has worked on this project.
Find me on Twitter @mhandy1
Married to @handyinteriors, Hockey fan... I help Community Managers w/ Research and Strategy, Social Media Guy, Data analyst, Generally Awesome
Monitoring Partners
About Synthesio
• Synthesio is an international, multilingual web monitoring and research company helping brands and agencies find, collect and make sense of the overwhelming data on the social web
• Each client is given a custom-built Synthesio solution and benefits from custom sourcing, custom dashboards and tailored key performance indicators
• Synthesio offers a combination of technology and human analysis: Monitoring is performed by Synthesio’s award-winning technology, and an international team ‘cleans’ the data and analyses sentiment to produce actionable business intelligence
• Services include online reputation management, crisis monitoring, consumer insight and market research, identifying and engaging influencers and measuring ROI for online campaigns
• Synthesio clients include Accor, Toyota, Orange, Pfizer, Adidas, Chanel, Ubisoft and L’Oreal
Synthesio features
Online Reputation Management
Crisis Monitoring
Consumer Insight & Market Research
Influencers and Engagement
Campaign Measurement
Competitive and Business Intelligence
DIY Tool (for Brands only)
Alterian SM2 is a business intelligence product that provides visibility into social media and lets you tap into a new kind of data resource; your customers' direct thoughts and opinions. It allows you to easily capture and analyze data from social media channels to monitor your brands, identify key communities and influencers, address customer service issues, and generate new sales leads. Alterian SM2 has an extensive Social Media Warehouse with historical data containing over 10 billion social media mentions, blogs, tweets, posts, images and conversations. This data includes in-depth information for each search result, including 36 types of data ranging from the date of publication to the physical location of the content creator. We continuously scan and index online conversations to add to this growing data warehouse. We are currently collecting 35 million new results daily from virtually every available source. Our clients have full access to the database via the SM2 User Interface which has powerful tools for analysis, sentiment, reporting and real-time alerts.
http://socialmedia.alterian.com
Radian6’s social media monitoring software helps businesses listen, discover, measure and engage in conversations across the social web. Radian6’s software platform captures hundreds of millions of posts each day, including the full Twitter
firehose, Facebook, blogs, news sites, discussion boards, video and image sharing sites. Clients explore real-time results on an interactive dashboard, use Radian6
Insights to discover meaningful and actionable intelligence, and act on this intelligence using Radian6’s Engagement Console. Learn more about Radian6
social media monitoring software.
Connect with us on twitter to find out more!
http://twitter.com/radian6
ReSearch Viral Analytics Brand Engagement Social Influence
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Sysomos is a subsidiary of Marketwire Inc.
