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Dominic Stoecklin - Social media monitoring: Beyond listening
 

Dominic Stoecklin - Social media monitoring: Beyond listening

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Dominic Stoecklin, Competence Center Social Media Goldbach Group

Dominic Stoecklin, Competence Center Social Media Goldbach Group

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

    • Social Media Monitoring: Beyond Listening.Dominic Stoecklin, Competence Center Social Media Goldbach GroupJune 2012, Ljubljana, DIGGIT
    • ME/ nike/ coca-cola/ apple/ tennis/ running/ soccer/ fc barcelona/ fc basel 1893/ basel/ helsinki/ san diego/ @dstoecklin © 2012 Goldbach Interactive 2
    • © 2012 Goldbach Interactive 3
    • «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
    • 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
    • Social Media Cases.Source: Twitter (2012), http://twitter.com/SwissAirLines © 2012 Goldbach Interactive 6
    • Social Media Cases.Source: Twitter (2012), twitter.com/Swisscom_Care © 2012 Goldbach Interactive 7
    • Social Media Cases.Source: Zweifel (2012); http://www.zweifel.ch © 2012 Goldbach Interactive 8
    • Social Media Monitoring Reports: In What Context? Social Media Monitorng Reports & KPI Framework Social Media Strategy Business Goals Overall Strategy © 2012 Goldbach Interactive 9
    • Development Of Social Media Reports. Management Summary & Dashboard Earned Media Platform Reports Campaign Reports Reports © 2012 Goldbach Interactive 10
    • 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
    • Social Media Monitoring?Listen. Engage. Learn. Adapt. © 2012 Goldbach Interactive 12
    • GOLDBACH INTERACTIVE (SWITZERLAND) AG / Dominic StöcklinMattenstrasse 90, 2503 Biel/Bienne / Senior ConsultantSeestrasse 39, 8700 Küsnacht / dominic.stoecklin@goldbachinteractive.ch / twitter.com/dstoecklinwww.goldbachinteractive.ch