Social Monitoring, Intelligence and Brand Chatter

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


WHY THE STRUGGLE

Use of old school tactics

Put out fires

Bragging rights

Press releases

No content plan

Push Product

Expect immediate results


Why should you monitor?

Trends, news, research

Content Bank

Keyword Research

Competition analysis

Analytics, Reporting

PR Management / Brand Reputation


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?


The 3 M Approach

Monitor

Mingle

Measure


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


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


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


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


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!


Selection of Tools

Free Tools

Subscription Tools

Hybrid Enhanced Tools (deliver news, broadcast and social media)


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


Social Terminology

Influence

Sentiment

Volume

Workflow

Dashboard

Insight


Tools Making An Impact!

Radian 6(Marketcloud), Trackur and Actionly, Sysomos, lithium, ubervu,

Raventools,

Bringshare,Cyfe,

Pinerly, Engagio

hootsuite, seesmic, tweetdeck, cotweet, viralheat


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


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


SOCIAL CRM PROCESSThe overall process of social monitoring


Tracking Social ROI!

Examining Referring Traffic

Quality and Review of content

Sentiment

Track Size of community and engagement

Share of Voice


Anyone notice Social Analytics?Google Analytics has a new social analytics feature


Metrics by Avinash Kaushik!

Conversion Rate

Amplification Rate

Applause Rate

Economic Rate


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!


Avoid #SMDPush marketing by people who think they are making progress with their marketing efforts


Brand Chatter!

Connect with people

Ask Questions

Relate

Solve Problems

Share and be social

Become an authority

Recommend!


Asante Sana - Thank you! http://www.boscoanthony.com


http://www.boscoanthony.com

http://www.boscoanthony.com

Social Monitoring, Intelligence and Brand Chatter

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Transcript of Social Monitoring, Intelligence and Brand Chatter