Social Media Standard 2010
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Social Media Standard 2010

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Nothing About Us Without Us – the Advantages of Social Media Monitoring. Artur Banach and NewsPoint Social Media presentation.

Nothing About Us Without Us – the Advantages of Social Media Monitoring. Artur Banach and NewsPoint Social Media presentation.

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Social Media Standard 2010 Social Media Standard 2010 Presentation Transcript

  • Nothing A bout Us Without Us – the Advantages of Social Media Monitoring Artur Banach, NetSprint.pl CEO (NewsPoint Social Media)
    • Studies of Duncan Watts from Yahoo Labs:
    • „ Small world problem”
    • Kim Kardashian vs. multiple “ordinary” users of Twitter.com (or how to start social epidemics)
    • Exercising influence – song popularity vs. number of downloads
    • Source: April 14, 2010, Advertising Age
    The nature of social media
  • The nature of social media November 2010 – study by
  • Where are the social medial users?
  • Where are the social medial users? Data based on Megapanel Gemius/PBI study of September 2010
  • Where do opinions come from? Data from NewsPoint Social Media of 18 November 2010, 4882 profiles, last 50 profile threads, Posts not older than 1 July 2010
  • Leading producer of user electronics Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  • Global FMCG company Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  • One of the largest retail banks Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  • Example: Forex Number of Google.pl search results to “Forex” query
  • Example: Skoda Octavia Number of Google.pl search results to “Skoda Octavia” query
  • Example: Coca Cola Number of Google.pl search results to “Coca Cola” query
  • Example: Paczkomaty Number of Google.pl search results to “Paczkomaty” query
    • Even if you don ’ t communicate through social media, it does not mean that your company is not discussed there.
    Can it be controlled?
  • Two strategies of social media presence
    • I listen and analyze:
    • I monitor the opinions about my brands and competition
    • I want to learn about potential “crises” immediately
    • I react when necessary
  • Two strategies of social media presence
    • I act and listen:
    • I have a comprehensive social media communications strategy
    • I actively communicate with users
    • I apply the results of opinion analyses for product development purposes
    • I have clearly specified KPI (i.a. based on SM monitoring)
      • Comprehensiveness:
      • Monitoring of different content types (portals, blogs, discussion forums, microblogs etc.)
    Monitoring – key points
      • Near-real time operation - new posts are available in the platform with only a slight delay (important: critical publications )
      • An easy notification system
    Monitoring – key points M icroblogs traffic by day of InternetBeta conference
  • Monitoring – key points
  • Monitoring – key points
  • Monitoring – key points Opinions about the speakers of InternetBeta conference expressed in microblogs
      • Subscription fee independent of the number of monitored words
    Monitoring – key points
    • Day-to-day monitoring - some examples from our clients…
      • Developer – search of consumer pressure groups (reduction of apartment prices)
      • OFE (open pension funds) – monitoring of consumer opinions
      • Car company – study of opinions about service and car dealers
      • Producer of per food – monitoring of cat and dog breeders’ forums
      • Employer image study – comparison with main competitors
    Applications
  • Employer image – four companies from the finance sector Positive Neutral Negative recruitment salaries job conditions employee image dismissals interships graduates
    • Keeping pace with SM (will anyone still remember Facebook in three years? ;))
    • Doing communications through a panel (Social Media Management)
    • Integration of data from multiple sources (better indicators for ROI calculations)
    • Social media is regarded as one of contact channels in company contact centers
    Trends
    • Even social media opinion leaders have a relatively low influence on real life opinions.
    • The majority of product or service reviews is still published in forums .
    • Even if we are not active in social media it does not mean we are not discussed there – that’s why it’s good to control the situation.
    Summary
  • Visit us at the Meeting Room More questions? Meet us at the Meeting Room! Artur Banach, NetSprint.pl [email_address] Thank you!