Social Media Monitoring

Agenda

• The Value and ROI of monitoring Social Media• Steps to Success• Reporting• Q&A

The New Rules of Engagement

Social Media Marketing by Definition

• Organic

• Transparent

• Authentic

• Community

• User generated Content

• Word of Mouth

• Viral

Social media marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.

-Wikipedia

Social Media Marketing requires good listening skills

The Potential of the Brand Audit

Measure your Brand

• Volume of conversations• Sentiment & tone• Influencers• Sources by

– online – physical location

• Identify New Opportunities• Benchmark

Measure progress of Social Media Campaigns

Get in the game!• Historical data back to 2007• Actionable data• Identify new

communities to

engage in• Reporting

– High level to

granular

Provide excellent Customer Service

…beyond Twitter

• Blogs• Flickr• Forums

• Build WOM• Organic SEO• Ward off crises

Innovate with Competitive Insight

Find what you don’t know• Identify new markets and trends• Competitive strengths & weaknesses• Sentiment around competition

Create products that

consumers want

Do opinions online matter?• Monitor volume, sentiment and trending topics• Customizable dictionary• Efficiently identify influencers

Influence Public Relations

Are you listening for their questions?

• Lead generation– Higher quality leads– Reduce need for cold calling

• Build relationships• Shorten sales cycle

Lead gen and warm calling for Sales

Increase your SEO

Insight into consumers minds

• Theme clouds– Brand– Competitors– Industry

• Author tag clouds• Link building• PPC

Steps to Success

• Choose Tool(s)• Search Design• Dealing with Noise and Spam• Analysis and Reporting

The Social Media Monitoring Funnel

http://www.ignitesocialmedia.com/social-media-monitoring-funnel/

1. CHOOSE A TOOL

Social Media Monitoring Tools

Blogs Google Alerts, Yahoo Alerts

Comments Backtype

Message Boards Board Reader, BoardTracker

Twitter TweetBeep, TwitterSearch

Social Bookmarking Delicious, Digg, Reddit

SM Search Engine SocialMention, Serph, Keotag

Multimedia Search YouTube, Flickr

Custom Feed Social Media Firehose, Yahoo Pipes

Professional Tools Alterian SM2 (Techrigy), Radian6, Scout Labs, Visible Technologies

Website Traffic Google Analytics, Quantcast, Alexa, Compete

Blog Traffic & Backlinks

Technorati, Wordpress

Overview Xinu

2. SEARCH DESIGN

Setting up the Search

• Brand

• Competitors

• Industry

• Tip -

– Set it up on a spreadsheet. Great for reporting too!

– Use a search engine to browse for ideas

– Use quotes to group phrases

“recipes” and “tailgating” versus “tailgating recipes”

What is the Goal?

• Date range• Dependent on goals

• Size challenges• too broad • too narrow

• Tips: – estimate the search size

Organizing your Search

• Use Categories– Organize Themes– Trending Topics

Additional Considerations

• Effective searches• Use natural language

– McDonald’s, MickeyD’s, Mac & Don’s, Mcd’s– Starbucks, SBUX

• Use Categories to track trending topics – campaigns, recalls, issues, total of a topic

• Create searchable campaigns• Tag lines that are easily trackable• Microlanding page with matching url• Use URL shorteners such as bitly.com

3. DEALING WITH NOISE AND SPAM

Dealing with Irrelevant Results

• Look for Patterns to Identify Irrelevant Results– Domains - the sources – Theme Cloud – the main topics in the content– Author Tag Cloud – the tags most frequently used

• Add Exclude Criteria– Words to exclude– URL’s to ignore

4. REPORTS AND ANALYSIS

Business Development

1. Less 2. More 3. None

Volume over Time

Sentiment and Tone

Trending of Positive and Negative Sentiment

Which Reports to Use?

< What was the goal? >

Value and ROI

Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty, awareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

Time vs Engagement

Brand Audit

Corporate Marketing

Public Relations

Customer Service

Social Media Campaigns

Sales – Lead Gen

Competitive Insight

Product Development

Search Engine Optimization

Time

Popularity

• Connect with Influencers• Link Building

Word Clouds

• SEO

Map Overlay

• Potential new markets, PPC campaigns• Offline events

Sentiment and Tone

• Respond to negative commentary• Gather feedback

Communities

• Join communities that advocate your products• Join that of your competitors

Five Steps to Success

Listen Plan Engage

• Establish Objectives• The goals drive what will be measured• Set goals in terms of % change desired• Benchmark existing levels • Report on a regular basis.

Resources

• Peter Kim’s Wiki of Social Media Marketing Examples– http://wiki.beingpeterkim.com/

• Groundswell by Charlene Li and Josh Bernoff

• Measuring Public Relationships by Katie Delahaye Paine

• Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge

• Personality Not Included by Rohit Bhargava

• Trust Agents by Chris Brogan & Julien Smith

Questions

Connie BensenDirector of Community Strategy

Connie.Bensen@alterian.com

Twitter: @cbensen

Blogs: http://EngagingTimes.com

http://ConnieBensen.com