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Dominic Stoecklin - Social media monitoring: Beyond listening
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Dominic Stoecklin - Social media monitoring: Beyond listening


Dominic Stoecklin, Competence Center Social Media Goldbach Group

Dominic Stoecklin, Competence Center Social Media Goldbach Group

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  • 1. Social Media Monitoring: Beyond Listening.Dominic Stoecklin, Competence Center Social Media Goldbach GroupJune 2012, Ljubljana, DIGGIT
  • 2. ME/ nike/ coca-cola/ apple/ tennis/ running/ soccer/ fc barcelona/ fc basel 1893/ basel/ helsinki/ san diego/ @dstoecklin © 2012 Goldbach Interactive 2
  • 3. © 2012 Goldbach Interactive 3
  • 4. «Effective monitoring involves all thoseconversations using relevant keywords andkey phrases to find the posts andconversations that matter to your business.»Source: Radian6 (2012), http://www.radian6.com/resources/library/the-guide-to-social-media-monitoring © 2012 Goldbach Interactive 4
  • 5. Monitoring Is More Than Listening. Public Relations 74% Customer Retention 60% Reputation Management 51% Market Research 47% Product Launch 46%Source: Ethority (2012), http://www.ethority.de/weblog/2012/05/07/social-media-monitoring-als-trendforschungs-tool/ © 2012 Goldbach Interactive 5
  • 6. Social Media Cases.Source: Twitter (2012), http://twitter.com/SwissAirLines © 2012 Goldbach Interactive 6
  • 7. Social Media Cases.Source: Twitter (2012), twitter.com/Swisscom_Care © 2012 Goldbach Interactive 7
  • 8. Social Media Cases.Source: Zweifel (2012); http://www.zweifel.ch © 2012 Goldbach Interactive 8
  • 9. Social Media Monitoring Reports: In What Context? Social Media Monitorng Reports & KPI Framework Social Media Strategy Business Goals Overall Strategy © 2012 Goldbach Interactive 9
  • 10. Development Of Social Media Reports. Management Summary & Dashboard Earned Media Platform Reports Campaign Reports Reports © 2012 Goldbach Interactive 10
  • 11. 5 Basic Social Media Analytics Rules.1. Social media analytics should be viewed as a part of a bigger picture.2. In order to support decision making relative change and the usage of time series are crucial.3. Dashboards, platform reports and ad-hoc reports for special purposes are a sound basis.4. Maybe ROI isn’t what we’re currently tracking in social media. However, we have to report some KPI’s and they should depend on the goals set within a social media strategy and are tied to the overall strategy5. There are some ways to calculate ROI: a) Tie online revenue to social activities. b) Calculate opportunity costs of online/offline marketing activities.Source: Mike Schwede (2012), http://mike.schwede.ch/ © 2012 Goldbach Interactive 11
  • 12. Social Media Monitoring?Listen. Engage. Learn. Adapt. © 2012 Goldbach Interactive 12
  • 13. GOLDBACH INTERACTIVE (SWITZERLAND) AG / Dominic StöcklinMattenstrasse 90, 2503 Biel/Bienne / Senior ConsultantSeestrasse 39, 8700 Küsnacht / dominic.stoecklin@goldbachinteractive.ch / twitter.com/dstoecklinwww.goldbachinteractive.ch