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Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
Keynote Speaker: Florian Haarhaus, Germany
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Keynote Speaker: Florian Haarhaus, Germany

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"Evaluate and inform your marketing based on real social insight" …

"Evaluate and inform your marketing based on real social insight"
Including case study from Deutsche Bahn (German Railways)

Florian Haarhaus was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars

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Transcript

  • 1. Social Media MonitoringKey Lessons Learned
    Munich April 2011
    Florian Haarhaus
    Regional Director DACH
    www.alterian.de
  • 2. Agenda
    Quick Intro, what do we do?
    Deutsche Bahn Case
    Lessons learned
    Project shape
    Content
    Q&A
    Total: Approx 30 Minutes
  • 3. SM2
    Internationales Social Media Monitoring Tool:
    • 4 Year History
    • 4. 30 Languages
    • 5. Over 13 Bn entries with up to 34 metadata each
  • To help Companies Incorporate social into their business strategy and answer the 5Ws
    • Who is talking about us:
    • 6. Demographics (general)
    • 7. Opinion leaders (specific)
    • 8. Where are they talking about us (channel & media analysis
    • 9. What are they saying: Key themes & sentiment
    • 10. Why are they saying this: Themes and triggers
    • 11. When are they saying this: time series analysis, event mapping
    Daily Volume
    Share of Voice
    Influencers and top authors
    Influencer Reach
    Demographics
    Key Themes
    Sentiment Analysis
  • 12. Question: What type of business is yours?
    B2C
    B2B
    Agency
    Consultancy
    Freelancer
    Other
  • 13. Experience based on:
    Approximately 30+ social media monitoring and insight projects
    Mostly B2C
    National and International
  • 14. Deutsche Bahn Chefticket
    • Limited time offer for v. cheap tickets
    • 15. Facebook and Youtube
  • Where are they talking?
  • 16. Who is talking
  • 17.
  • 18. Sentiment:
    Overall Sentiment
    NPS = 0.96
  • 19. What are they saying
  • 20. Sentiment among industry experts:
    NPS = 0,3
    Agencies & Consultants
  • 21. Sentiment among consumers (small sample):
    NPS = 3,75
    Consumers
  • 22. Lesson 1:
    We need to dig below the surface
    ….and be cautious of the social media experts
  • 23. 2009
    SMM
    eMail
    Social
    Print
    Online
    CRM
    Lesson 2: Strategic value is growing
  • 24. 2010
    Social Insights:
    Actionable, new realtime insights to optimise online AND off line marketing strategies –> agile marketing
    SMM
    eMail
    Social
    Print
    Online
    CRM
    Social Media Engagement & Integration
  • 25. 2011
  • 26. Lesson 3:
    Due to demand in quality and accuracy consulting component is increasing dramatically
    Qualitative analysis
    Sentiment grading
    Translation
    Consulting Investment
    Tool Investment
    2009
    2010
    2011
    €10.000
    €50.000
    €200.000
  • 27. Lesson 4. Social Media does not equal only Facebook and Twitter
    Much of the current Social Media Marketing is focussed on Facebook and Twitter
    Some Good
    Some not so Good
  • 28. Question: If you were interested in buying a 3D TV, where would you go to get initial information:
    A single brands website
    The top ranking HiFi / TV Forum (via Google)
    A mainstream review site, like Amazon or Gute Frage
    A single brands facebook fansite
    A Retail outlet
  • 29. ….however our studies show repeatetly that this is not where consumers go to inform purchase decisions
    Android-hilfe.de
  • 30. Lesson 5.
    The customer doesn´t always know what he wants
    „We don´t know what we don´t know……we just know that we need to know…“
  • 31. To Summarise
    Still early days, even large projects ill defined, but that´s OK, we don´t know what we don´t know.
    Growing from tactical campaign support to strategic business tool – with online as well as off line implications
    Find existing communities as well as create your own and stay engaged with the consumer
    Dig below the surface to find the real nuggets of insight
  • 32. Q & A
    Contact:
    Florian.Haarhaus@alterian.com
    www.socialmedia.alterian.com
    www.socialmedia.alterian.de
    Twitter: @fhaarhaus
    11:05 GMT / 12:05 CET
    With 12 Billion stored Conversations, sentiment analysis in 25+ languages and 40 million new conversations per day, Alterian SM2 is one of the leading international social media monitoring tools.In this live presentation ChristophCuquemel will show you how, using the fiercely competitive German Automobile market, social media monitoring can be used for competitive analysis. Here we will analyse 4 luxury car brands to determine share of voice, sentiment and influencers.

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