«SOMshare» 24.10.2011: Social Media Monitoring B2B - Mettler Toledo
Social Media MarketingMonitoring B2B – Auf dem Boden der Realität angekommen Milko J.C. van Rijn Head of Global eMarketing 2011
Monitoring in der TheorieSocial Media Monitoring: Observation, documentation & analysis of SocialMedia content by keywords, communities or users. Monitoring is done togain new marketing knowledge.Benefits1. Identify - active communities & sites for future engagement where relevant topics for our business are being discussed - influencial users with high reach for future engagement2. Learn - about trends and hot topics in your markets - from competitor activities3. Report - no. of mentions and sentiment to measure share of voice and perception - list of topics and trends for potential use in MT Marketing - list of influencial users, communities and ePR/Affiliate sites for future engagement Internal usage only
Monitoring AnglesContent on Social Media can be monitored from different angles. Eachperspective opens a new dimension of understanding our businessbetter.Monitoring Angles1. Brand Monitoring tells us about if and how we are seen by the community as a brand/company2. Market Monitoring tells us about current trends and hot topics in the markets3. Competition Monitoring tells us about how the community sees our competitors Internal usage only
Monitoring AnglesMonitor brands, subbrands, MT initiatives and campaigns to get animpression about quantity, reach, sentiment and source of mentions.1. Brand Monitoring Monitoring of terms, words and phrases which are directly related to our company and business Search for Main brand brands, subbrands unique service products you offer (e.g. Service XXL) terms around unique initiatives and campaign names key stakeholders in your organization nick names, abbreviations and misspellings of the above Share Share Share Responsibilities: of effort of effort of effort eTeam: Product Organisation Market Organisation METTLER TOLEDO n/a Mettler-Toledo Monthly Reporting: # Mentions (L30d) Sentiment (positive, negative) Top sources (add to cumulative list of platforms/groups/blogs/special interest sites with potential for engagement) Top users (add to cumulative list of influencers with potential for engagement) Internal usage only
Monitoring AnglesIdentify trends and hot topics in your markets by monitoring customerprocesses, workplaces and industries rather than product keywords.2. Market Monitoring This angle is not about us. It’s to identify emerging trends and issues that we need to pay attention to in the larger landscape of your industries and the markets that we serve Search for terms that define the markets you serve industries Use terms that your customers relate to workplaces rather than MT vocabulary customer processes / applications or SEM keywords names of thought leaders in the industry you serve core values that you intend to serve in relation with the industry Share Share Share Responsibilities: of effort of effort of effort eTeam: Product Organisation Market Organisation n/a Top 2 Industries n/a Top 2 Workplaces Top 2 Customer Processes / Applications (e.g. Vision Inspection) Monthly Reporting: Add learnings about current trends and hot topics (for use in MT Marketing) Add items to list of related keywords (for potential use in SEM and as keywords in eMarketing content) Internal usage only
Monitoring AnglesMonitor quantity, sentiment and source of mentions about your keycompetitors.3. Competition Monitoring Monitor mentions and conversations in the open space of Social Media. This new dimension can give you insights about your competitors activities, strategy and issues Search for names of competitive company names, brands, products and services stakeholders in those companies and their networks buzz around competitive campaigns and promotions nick names, abbreviations and misspellings of the above Share Share Share Responsibilities: of effort of effort of effort eTeam: Product Organisation Market Organisation n/a Top 2 global competitor brands Top 2 local competitors – only if local competitors are stronger than global competitors Monthly Reporting: # Mentions (L30d) Sentiment (positive, neutral, negative) Top sources (add to cumulative list of platforms/groups/blogs/special interest sites with potential for engagement) Top users (add to cumulative list of influencers with potential for engagement) Internal usage only
How We Monitor Todaysocialmention.com is our primary monitoring tool until a professional tool islicensed. Before we ‚buy‘ a tool, we want to verify if this makes sense. Monitoring is done monthly (Delivery of report at last day of each month) Monitoring Report Template can be found at http://inside.mt.mtnet/sites/cm/eCDB/socialmedia/Monitoring/Forms/AllItems.aspx Primary tool for keyword monitoring - SocialMention http://socialmention.com/ 8 Social Mention lets you search for and subscribe to keywords 8 Keywords are searched throughout the web and categorized by type (image, video, blog, microblog etc.) 8 Results are categorized by sentiment, top keywords and top users 8 Social Mention lets you subscribe to reports Result verification - Google http://google.com 8 Google lets you search for categories like news, images and videos 8 In the news section, you can limit search for blog entries or single platforms like twitter.com 8 Google lets you limit the publication period 8 Google does not deliver analysis if entries are positive or negative 8 Google lets you subscribe to reports - Twitter Search http://twitter.com/search 8 Limited search page for Twitter only 8 Advanced search lets you search for keyword combinations and defined time periods 8 http://twitter.com/#!/search-advanced 8 Let’s you distinguish between tweets and re-tweets Internal usage only
VerificationVerification may return additional topics, users or communities for yourMonitoring Report. Google Search Filterhttp://google.com Use the same keywords as for socialmention.com to search in Google Filter your results using the left navigation - News - Blogs - Discussions Verify if monitoring results from socialmention.com match results from Google („Trends & Topics“, „Users & Communities“) Add new topics, users or relevant groups to your Monitoring Report Internal usage only
In der Praxis Social Media Monitoring September 2011 Brand Monitoring Mentions Brand - (Noch) fehlende Masse bei den spezifischen Mentions METTLER TOLEDO 129 oder Brand Mentions Mettler Ingold 1 Mettler Thornton 2 - Schwer definierbare keywords Mettler Toledo Garvens 14 - Entweder zu spezifisch ohne relevante Ergebnisse, oder Mettler Toledo Safeline 5 aber zu breit für die Messung unseres Share of Voice Hispeed Checkweighing 3 - Identifikation von Communities funktioniert nur gut, wenn Initiatives 2 direkt auf Linkedin oder Xing nach Gruppen gesucht wird Competitors 34 Market Monitoring 91 12 - Positiv – die Herausforderung liegt im ‚Format of 29 17 Delivery‘ 29 8Mashups sind sehr interessant für interne 1 6 Informationszwecke (paper.li) 7 5 - identifikation von Opinion Leaders ist zeitintensiv 1 0 Competitor Monitoring 1 1 - Guter Einblick in die Aktivitäten unserer Competitors 0 0 8Benchmarking 0 0 8Topics, Campaigns 0 0 0 0 0 Internal usage only
Diskussion Lizenziertes Tool für B2B-Firmen – ja oder nein? - Wenn ja, für welche Funktion genau? Spezifisch oder generisch, welche Art von Monitoring bringt wirklich Ergebnisse? Wie kann der hohe Ressourcen-Einsatz gerechtfertigt werden, wenn alle einzelnen Mentions auf Wert geprüft werden? Wie wird neues Wissen effizient generiert? Internal usage only
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