LABEL.ch - Social Media Audit & Monitoring - EN

13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING

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SOCIAL MEDIA AUDIT & MONITORING

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WHY?

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DO YOU REALLY KNOW YOUR CUSTOMERS AND YOUR COMPETITORS?

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DO YOU KNOW...

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‣ ... what your customers are saying online about your brand

and your products?

‣ ... what the customers of your competitors are saying online

and how your competitors answer?

‣ ... to which subjects are your customers sensitive?

Topics that would allow them to share and get involved!



WHAT STARBUCKS CUSTOMERS TALK ABOUT ONLINE?

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Do you think coffee is the priority?

No, many other topics arrive before coffee.

We need to know

these other topics

to be able to better

share.

To identify them

is one of the

purposes of

a social audit.



DO YOU KNOW...

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LISTENING WITHOUT BEING INTRUSIVE

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This is the first time in the history of marketing communication

that you can listen to what your customers say without disturbing

them and without influencing them.

It's as if you were a fly on the wall listening to a conversation

between two friends who speak about you.

There’s never been a better opportunity to understand your customers’

thoughts, opinions, values and beliefs relative to your brand.



ALL GENERATIONS

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EVERYONE IS CONCERNED

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Contraryto popular belief, conversations online concern all generations.

Social media and the proliferation of mobile handheld devices

(smartphone & tablets) have greatly simplified the access

to discussions. Even the generation that is not familiar with computers

are beeing drawn in extensively.



BECAUSE IT’S POSSIBLE

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BECAUSE IT’S SAFE

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BECAUSE IT’S HEALTHY FOR YOUR BUSINESS

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Companies conduct annual audits, like inventories, budgets,

assessment of their employees, ...

Why don’t they do it with their clients, influencers, partners and

employees to assess how these people talk about the company?

This would help to better understand, identify priorities and plan.

Social media can act as a catalyst or a complement to your other

internal and external efforts.

Social media intelligence can be real-time -- collected every single day

or as often as required based on your business needs and objectives.



BENEFITS?

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LISTENING TO CAPTURE INTELLIGENCE

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THE 5 I’S OF SOCIAL MARKETING

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Listening to the social media

conversation is completely

risk free.

Intelligence, insight and even

ideation can be easily and

transparently conducted

without engagement and

interaction with the customer.

Intelligence

Insight

Ideation*

Interaction

Influence



RESEARCH THE INTELLIGENCE

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Conduct a Social Media Audit to understand the social landscape,

the communities, their activities and to identify:

‣ influencers

‣ consumers

Then on a regular basis, monitor the selected profiles to understand

how the conversation is evolving relative to your brand.



MONITOR REGULARLY

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The results of the audit phase could act as a “compass”

that shows the direction(s) on where to initiate a monitoring phase.

Monitoring is an on-going process to monitor brand presence,

influence and impact across the social web and with audiences

that matter most to your business.



HOW?

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EXPERIENCE & PROPRIETARY METHODOLOGY

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LABEL.ch has developed with Brian Solis and FutureWorks

proprietary methods for capturing and interpreting

performance and drawing competitive parallels.

This is where experience and thought leadership

differentiate our team from any other agency.

For this type of mandate, the teams of LABEL.ch in Geneva

and FutureWorks in Palo Alto* work hand in hand.

*Silicon Valley - California



BASIC GUIDING PRINCIPLE

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Our processes and methodologies are designed to track vast amounts

of social data in real-time. We do more than just measure the who,

what, when, where, why and how.

Our social media audits seek to uncover the hidden business

intelligence found in quantitative and qualitative insights

for brands, products and/or subject matters to help you to better

understand your brand’s social relevance, posture and impact.



UNIQUE CUSTOM FRAMEWORK

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We approach every project with a proven seven-step process.

This builds a unique custom framework, carefully modified to match

individual client objectives and goals.

It is through this highly customized approach that we can thoroughly

measure, analyze and study the social sphere of influence.



A SEVEN STEP FRAMEWORK TO DELIVER MEANINGFUL INTELLIGENCE

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Pre-Audit ReviewDiscovery Data Methodology

Data Collection Measurement Analysis

Conclusions Intelligence



A SUBTLE MIX

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Define best practices and expected success to distinguish

between hype and effectiveness.

Develop quantitative research instruments

for measuring performance.

Apply qualitative research methods to find the why

and how of campaign focus and consumer reactions.

Look at competitors to review creative approaches

in the greater markets and the lessons they offer.



SOCIAL MEDIA AUDIT

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INTELLIGENCE AND INSIGHTS ARE THE KEY WORDS

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THE FIRST STEP TO BETTER SUCCEED

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Conduct a social audit to better understand what is already

said on your brand and the best practices in the field.

Identify opportunities for gaining brand and market intelligence

while managing brand reputations by responding appropriately

to the concerns of your customers.

Create the foundations for a true online and social strategy.

Then, monitor regularly to be always aligned with your customers.



METRICS TO STUDY

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‣ mentions

‣ keywords

‣ feelings

‣ share of voice

‣ share of conversation

‣ reach

‣ engagement

‣ brand velocity



EDUCATION VIA DEMONSTRATION

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If necessary, education for top executives can be managed

during the audit phase.

Being confronted with a known case facilitates the understanding

of the audit results.



FROM THAT POINT YOU’LL KNOW WHICH ROAD TO TAKE

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SOCIAL MEDIA MONITORING

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MONITORING TO ALWAYS STAY AT THE TOP

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Monitor selected profile(s) determined during the analysis

of the Social Media Audit results.

Depending on the kind of profile selected, a different combination

of monitoring platforms will be used:

‣ to monitor brand mentions, evolving trends, and share of voice

‣ to produce regularly high-level reporting, making it possible

to identify key insights and monitor changes over time



RESEARCH TOOLS

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TOOLS TO ANALYZE AND REPORT ON SOCIAL ACTIVITY

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EXCLUSIVE PARTNERS

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Digital analyst, sociologist and futurist, Brian Solis has strongly

influenced the convergence of marketing with communications

and publishing.

He is one of the opinion leaders who worked on the basics

of the "Social Media" movement and defined the category.

In addition to his activities at FutureWorks, the company

he created, he has recently joined Charlene Li and Jeremiah

Owyang at Altimeter Group.

briansolis.com - altimetergroup.com - future-works.com

PARTNERSHIP IN SILICON VALLEY WITH BRIAN SOLIS

http://www.briansolis.com

http://www.briansolis.com

http://www.altimetergroup.com

http://www.altimetergroup.com

http://www.futureworks.com

http://www.futureworks.com



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SinoTech Group is a social intelligence technology and consulting

company, founded in Beijing in early 2007.

Sinotech Group has developed a very sophisticated platform

for listening, measuring and engaging with customers in China,

as well as through the Web in general, in more than 10 languages.

Digital Jungle is a socially led, digital marketing company,

spun-off from SinoTech Group in 2011.

sinotechgroup.com.cn - digitaljungle.com.cn

PARTNERSHIP IN CHINA WITH SINOTECH GROUP & DIGITAL JUNGLE

http://www.sinotechgroup.com.cn

http://www.sinotechgroup.com.cn

http://www.digitaljungle.com.cn

http://www.digitaljungle.com.cn



TO HELP YOU ACHIEVETHE BEST ROI*

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*RETURN ON INFLUENCE & RETURN ON INVESTMENT



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WANT TO KNOW MORE

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LABEL.ch Social Media & Search Marketing

16-18 Quai du Seujet Arnaud Grobet

1201 Geneva - Switzerland

+41 22 999 67 67 +41 22 737 45 05

[email protected] [email protected]

mailto:[email protected]

mailto:[email protected]



THANK YOU

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LABEL.ch - Social Media Audit & Monitoring - EN

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Transcript of LABEL.ch - Social Media Audit & Monitoring - EN