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Why social media monitoring is vital


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Learn why monitoring social media is one of the most important things you can do for your organisation. Explore examples of free and paid tools, and discover why not all products are the same. …

Learn why monitoring social media is one of the most important things you can do for your organisation. Explore examples of free and paid tools, and discover why not all products are the same. Understand why having a policy on social media is vital, and how you can identify and nurture champions to help you on your social media journey. Explained from a Gov2.0 perspective.

Updated after the Crime & Legal Issues in Social Media forum.

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  • Crowd image by Ryan Glanzer available at Police image by John Trif via CFA image by Iamagloworm via County Court of Victoria by Superciliousness Racing image by O Sedgman Money by Martin Kingsley via
  • Bob Dylan  performing at  St. Lawrence University  in New York, 1963. Big change over his time was social (changing values, rights of women, minority groups, social norms). Big change over our time is social, driven by social technology. Image source: , from the 1964 yearbook of St. Lawrence University. Because no copyright notice appears anywhere in the yearbook and it was published before 1978, these photos are in the public domain.
  • 150 billion pages 1.7 billion users around the globe (25% penetration rate) 380% annual growth Time spent on social networks has tripled (Nielsen, 25/9/09) Average Australian now spends 68 hours online per month (Nielsen Online Internet and Technology Report, March 09) Online video now outstrips TV for under 20s
  • Traditional marketing is like vomiting Expensive Shotgun Doesn’t engage Paper on the way out Social media is changing the game… People are now more marketing savvy than ever before Consumers have become cynical about marketing communications
  • Word of mouth and referral are the most powerful influencers Purchasing: family and friends listened to most (Source: AdAge April 2008) Consumers trust friends above experts when it comes to product recommendations: 65% trust friends, 27% trust experts, 8% trust celebrities (Source: Yankelovich) 74% online shoppers influenced by reviews and referrals (Source: Manage Smarter, 2009) Internet most trusted source of info (AGIMO: Australia in the Digital Economy, 2009) Stats above for users of the internet
  • Quote by Connie Benson, Alterian One in four Australians are boycotting a product after reading negative comments on social networking sites (The Australian 14/9/09) Smart communication professionals are taking notice Increasing impact on brands as unhappy people voice their grievances: Dell Hell Shake n’ Steak iSnack 2.0 Victorian Government
  • And some Australian statistics: Time spent on social networks has tripled (Nielsen, 25/9/09) Average Australian now spends 68 hours online per month (Nielsen Online Internet and Technology Report, March 09) Online video now outstrips TV for under 20s
  • People are talking. Are you paying attention?
  • The official iPhone app is free and can be downloaded from the iTunes store via Combines the GPS location-aware functions of the phone, to plot the nearest fires – as well as linking into the Bureau of Meteorology warnings and fire danger ratings (during the fire season).
  • FreshMinds research: Report and evaluation available at Image by Arbron
  • We compared over 19,000 online conversations and have written about the following topics:
  • Social Media Monitoring Review 2010:
  • Only crawls public pages Sentiment only 30% accurate (low 7% high 48%) Heaps of duplication More than one conversation, or is someone re-tweeting RTs by bots Location sometimes wrong Site URLs not always helpful Language: Portuguese: Brazil or Portugal? Man image by Iman available at Snake image by W endy Pastorius available at
  • Choose specific words Trademarks Global marketplace Image by Terry Johnson available at
  • But still is good to: Inform your language Predict change React and respond
  • You need a social media policy. Protect staff, protect your organisation’s reputation.
  • Catherine Deveny The Age Sacked after tweeting at Logies Rove and Bindi Irwin
  • Organisations around the globe are realising they need a policy… BEST PRACTICES Leading organisations make their policy public Reinforces transparency and accountability Demonstrates innovation Easy access to staff when at home “ But I didn’t know, because the policy was at work on the intranet!” In line with Gov2.0 best practice
  • Employee behaviour on social networks can help or hinder careers Staff are going to use social media whether you like it or not
  • Finding your champions for change… Hand pick from across the organisation Range of insights, contribution Marketing, IT, customer service, finance, HR, front-line, legal, management Helps keep an eye on what’s happening Photo by Gavin Zac available at:
  • Virgin Media have been using Twitter for about two year Have a community of several hundred employees Branded internally as “Twits” Online personality reflects their brand Build the community and listen to what’s important to staff Twits become brand advocates Have annual awards, the “Twit Awards”, best “Twittish Female or Male”
  • Picking your ambassadors (or champions): Early adopters Happy to show others how Passionate about your brand Large online address book Resilient, they don’t get discouraged easily Probably already doing it. Photo by Tooleya available at
  • 466 members on Yammer Provide training Brown bag lunch sessions Promote internally, to all staff.
  • Social media is not free It’s a slow burn, not an explosion Image by Peter Galbraith (
  • Image by T Rolf available at
  • Image by Ian Wilson available at Concept courtesy of
  • Strategy is good. Doing is better. - Geoff Ross (Big Thinker, Innovator and Entrepreneur) Image by Annika Vogt via
  • Image by Manu Mohan available at
  • Transcript

    • 1. Listen and Learn: Who is saying what about you via Web 2.0 Growing Bigger Ears Unless indicated otherwise, content in this presentation is licensed:
    • 2. What I’m going to be talking about
      • Why it’s important to listen
      • Setting up social media monitoring
      • Free and paid products
      • Steps to get it off the ground
      • Tips and tricks
      • Creating champions
      • Confronting negativity
      • Questions…
    • 3. @DarrenWhitelaw.
    • 4. Oh, the times, they are a changin’
    • 5. People really like the internet. Image by The Opte Project
    • 6. For many, it’s all thanks to…
    • 7.  
    • 8. Traditional marketing is like vomiting
    • 9. Most trusted (AGIMO: Australia in the Digital Economy, 2009 ) 20% 27% 16% 11%
    • 10. So why should this bother us?
      • “ Marketing departments no longer control distribution and disposition of information about their company, brand, and products…”
      The consumer does. Connie Benson, Alterian, via Reuters
    • 11.
      • Erik Qualman, Socialnomics, via Youtube
    • 12. Where are you on the social media maturity scale? Source: Jason Davey, CEO Bullseye Digital
    • 13. The Importance of Listening
    • 14.  
    • 15.  
    • 16.  
    • 17.  
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23. Listening to what people are saying about your organisation
    • 24. You have channels right now
    • 25. Make listening part of the DNA
    • 26. And learn from the wisdom of crowds
    • 27.  
    • 28. Who said there’s no such thing as a free lunch?
    • 29. Google Alerts
    • 30. Net Vibes
    • 31.  
    • 32. Yahoo Pipes
    • 33. Addictomatic
    • 34. But there’s plenty of paid services too… Looking Glass
    • 35. Dashboard
    • 36. Daily Volume
    • 37. Key events
    • 38. By publisher
    • 39. Themes
    • 40. Author Tags
    • 41. FireReady Explore Spikes
    • 42. Influence
    • 43. DOJ- ALCOHOL & STREET VIOLENCE It’s now easy to delve into the detail…
    • 44.  
    • 45.  
    • 46. But it’s all still a bit like black magic Image by Arbron
    • 47. There’s plenty of difference between the offerings Social Media Monitoring Tools 2010 Review , Fresh Networks
    • 48. And not all products count the same Social Media Monitoring Tools 2010 Review , Fresh Networks
    • 49. Different tools give different results Social Media Monitoring Tools 2010 Review , Fresh Networks
    • 50. Beware of social media snake oil salesmen Snake image by Wendy Pastorius Man image by Iman
    • 51. Really easy for brands… Image by Terry Johnson
    • 52. … but much harder for issues
    • 53. Getting it off the ground
      • Invest plenty of time
      • Master boolean searches
      • Keep weeding, and weed some more
      • Build it into people’s jobs
      • Regular reporting.
    • 54. Now you can listen. What’s next?
    • 55. Getting a social media policy up
    • 56.  
    • 57.  
    • 58.  
    • 59. Global leaders have policies Public Service Commission
    • 60. A policy on social media not only protects you, but your staff as well
      • Empower staff
      • Permission to participate
      • Your eyes and years
      • Tackles legal, privacy and security barriers
      • Tell staff what TO do online, instead of what NOT to do
      • Give permission to take work home, and bring their life to work
      • Plenty of recourses available online .
    • 61. Creating champions is vital, and easy Image by Gavin Zac
    • 62.  
    • 63. Choose your champions well… Image by Tooleya
    • 64. … Yammer is a great test
    • 65. Avoiding traps and pitfalls
      • Start listening
        • Free or paid
        • Don’t raise expectations
      • Develop social media plan
      • Protect staff with a policy
        • Give them permission to participate
        • Tell staff what TO do online, instead of what NOT to do
      • Identify and support champions
      • Resource properly
      • Give it time.
    • 66. But what if they say something bad about us? Confronting negativity on the internet
    • 67. Image by T Rolfe Get over it.
    • 68. Image by Ian Wilson Smother with good things.
    • 69.  
    • 70.  
    • 71.
      • Social media is not going away
      • It’s important to listen
      • Free and paid products
      • Takes time and tweaking
      • Don’t say nothing
      • Nurture champions
      • Decision makers want the info, talk it up.
    • 72. Jump on in… the water’s fine! Image by Annika Vogt
    • 73. Questions? Image by Manu Mohan
    • 74. Re-using this presentation? The fine print…
      • Parts of this presentation not under copyright or licensed to others (as indicated) have been made available under the Creative Commons Attribution Share Alike 3.0 Australia Licence .
      • Put simply, this means:
        • You are free to share, copy and distribute this work
        • You can remix and adapt this work
      • Under the following conditions
        • You must attribute the work to the author:
          • Eg Darren Whitelaw (links to
        • You must share alike – so if you alter or build upon this work you have to keep these same conditions
      • Unless stated otherwise, the information in this presentation is the personal view of the author and does not represent official policy or position of his employer. Products mentioned do not imply official endorsement.