Best Practices To Maximize Your Social Media Monitoring Efforts Presented By Connie Bensen

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Featuring Connie Bensen, Director of Community Strategy …

Featuring Connie Bensen, Director of Community Strategy
Thursday, November 19th 10:00am Central / 16.00 UK

Marketers are coming to realize that there are many benefits to gaining valuable insights from online conversations. Setting up relevant searches can prove to be a daunting challenge. Then there's the step of separating irrelevant information from actionable information. Once that point is achieved then there is the big question of how to analyze the information and reporting.

In this webinar, Connie Bensen, will explore best practices for social media monitoring & reporting. You will learn:

-Common Applications of Social Media Monitoring
-Search Design
-Dealing with Noise and Spam
-Reports and Analysis
-Actions Based on Insights that Result in ROI

More in: Business , Technology
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  • Hardest thing is to let go of old ways -- Challenges for Today’s Marketer Consumers are tuning out advertising Limited attention spans Fragmentation of messages due to so many channels Consumers only care about what gives them value
  • Value: Identify opportunities in Social Media Ability to identify & measure the following: online conversations around brand brand sentiment & tone volume and level of influence of content creators sources of conversations online and by physical location Actionable: Timely and specific metrics to guide decisions and responses
  • Football – - tailgating, retailers, partnerships with snack foods Value: Ability to measure progress Access to historical data back to 2007 Utilize high level reporting down to granular actionable data Identify new communities to engage in (online & offline) All online conversations are aggregated in one place and can be analyzed in a number of ways Actionable: Listen, strategize, participate, and measure
  • Conversations not limited to blogs – Twitter, Flickr, tagged, Facebook, Value: Increased satisfaction, brand loyalty, awareness Engaging in social channels encourages peer support and positive word of mouth Satisfied customers become loyal brand advocates Providing online support builds brand, organic SEO, & wards off PR crises Actionable: Listen, provide responses to negative AND positive feedback
  • Croc’s – Nurses – Value: Identify differentiating features & innovate Identify competitive strengths and weaknesses Monitor sentiment around competitors products Analyze industry topics and identify trends Actionable: Identify industry trends, create products that consumers want
  • Value: Efficient use of time & identify influencers Everything can be measured now (web analytics AND online conversations & sentiment) Ability to easily monitor volume, brand sentiment and themes of conversations Dictionary used to determine sentiment is customizable Identify influencers for PR blogger campaigns Actionable: Audit, benchmark trends, and identify advocates
  • Rather than asking the right questions, it’s a matter of listening for the right Value: Increased sales & shortened sales cycle Identify people expressing a need for the product/service (high quality of leads) Build relationships with those people based on their interest Reduced need to do cold calling (more efficient use of time) Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
  • Value: More effective SEO & organic visibility Author tag cloud shows what consumers expect people to be searching for Using their language rather than industry terminology ensures higher organic SEO. *Provides insight into consumers minds. Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
  • Choose tool(s) Keyword targeting – define the searches Identify irrelevant information Refine the searches Analyze the results
  • Choose a tool(s) Keyword targeting – define the searches Identify irrelevant information Refine the searches Analyze the results
  • 3. after slide 8   Which of these best describes your use of social media monitoring?   not familiar with social media monitoring tools   using free tools and not familiar with professional tools   using free tools and familiar with professional tools   using free tools and professional tool(s)   using professional tool(s) only
  • Garbage in, Garbage out
  • 2 slides
  • Finding insights
  • Actionable Insights that Result in ROI
  • Strategy – ask What is the Goal? => defines the searches what to measure Benchmark


  • 1. Social Media Monitoring
  • 2. Agenda
    • The Value and ROI of monitoring Social Media
    • Steps to Success
    • Reporting
    • Q&A
  • 3. The New Rules of Engagement
  • 4. 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
  • 5. Social Media Marketing requires good listening skills
  • 6. The Potential of the Brand Audit
    • Measure your Brand
    • Volume of conversations
    • Sentiment & tone
    • Influencers
    • Sources by
      • online
      • physical location
    • Identify New Opportunities
    • Benchmark
  • 7. 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
  • 8.
    • … beyond Twitter
    • Blogs
    • Flickr
    • Forums
    • Build WOM
    • Organic SEO
    • Ward off crises
    Provide excellent Customer Service
  • 9. 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
  • 10.
    • Do opinions online matter?
    • Monitor volume, sentiment and trending topics
    • Customizable dictionary
    • Efficiently identify influencers
    Influence Public Relations
  • 11.
    • 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
  • 12. Increase your SEO
    • Insight into consumers minds
    • Theme clouds
      • Brand
      • Competitors
      • Industry
    • Author tag clouds
    • Link building
    • PPC
  • 13. Steps to Success
    • Choose Tool(s)
    • Search Design
    • Dealing with Noise and Spam
    • Analysis and Reporting
  • 14. The Social Media Monitoring Funnel
  • 15. 1 . CHOOSE A TOOL
  • 16. 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
  • 17. 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
  • 18. 2. SEARCH DESIGN
  • 19. 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”
  • 20. What is the Goal?
      • Date range
        • Dependent on goals
      • Size challenges
        • too broad
        • too narrow
    • Tips:
      • estimate the search size
  • 21. Organizing your Search
    • Use Categories
      • Organize Themes
      • Trending Topics
  • 22. 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
  • 24. 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
  • 26. Business Development 1. Less 2. More 3. None
  • 27. Volume over Time
  • 28. Sentiment and Tone
  • 29. Trending of Positive and Negative Sentiment
  • 30. Which Reports to Use?
    • < What was the goal? >
  • 31. 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
  • 32.
      • Time vs Engagement
    Brand Audit Time Corporate Marketing Public Relations Customer Service Social Media Campaigns Sales – Lead Gen Competitive Insight Product Development Search Engine Optimization
  • 33. Popularity
    • Connect with Influencers
    • Link Building
  • 34. Word Clouds
    • SEO
  • 35. Map Overlay
    • Potential new markets, PPC campaigns
    • Offline events
  • 36. Sentiment and Tone
    • Respond to negative commentary
    • Gather feedback
  • 37. Communities
    • Join communities that advocate your products
    • Join that of your competitors
  • 38. Five Steps to Success
    • Listen Plan Engage
    • Esta bl ish Objectives
    • The goals drive what will be measured
    • Set goals in terms of % change desired
    • Benchmark existing levels
    • Report on a regular basis.
  • 39. Resources
    • Peter Kim’s Wiki of Social Media Marketing Examples
    • 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
  • 40. Questions
  • 41. Connie Bensen Director of Community Strategy [email_address] Twitter: @cbensen Blogs: