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Wikis Blogs Twitter Facebook Message Boards Your Site Web Analytics YouTube LinkedIn
Opportunities of Monitoring Social Media Social Media Campaigns Customer Service Sales – Lead Gen Engagement Competitive Insight Product Development Search Engine Optimization Corporate Marketing Public Relations Brand Audit Time
Collect Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. Store Alterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations. Understand An incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. The SM2 Technology Components Over 5 Billion Results
3-4 Define Metrics and Benchmark Goals will meet the objective(s) Percentage increase or decrease of desired results Examples: 15% increase in word of mouth 10% decrease in demand on call center 5% increase in leads from social channels 15% cost reduction in product development costs Benchmarking sets the stage.
5. Monthly Reporting Report on Objectives established from goals of the position Qualitative Trends in members, topics, discovery of new communities Quantitative Benchmark based on previous report Web Analytics unless someone else is tracking them Recommendations Based on interactions with customers
Comparing Volume Blue is specifically about Tiger Represent a specific proportion of total conversations
Customized KPI’s Social Reach Indicators Alterian generated content views on Slideshare, whitepaper downloads Blog subscriptions Community Health Indicators Volume of conversations about Alterian products Social Influence/Reputation Indicators Reach of participation in: speaking, training customers/staff, collaborations
Increasing Customer Engagement by Listening 9 sites across Texas 18,000 staff, 90,000 patients www.mdanderson.org
Background Started monitoring in 2007 using free tools Monitored online conversations about: Cancer experiences Online discussion of their treatment Their brand and cancer related topics The communications they were creating “Our desire to get closer to patients and the general public online, and engage with those who were socially connected, meant we had to be able to monitor a much larger number of sources”. Jennifer Texada
ROI of Patient Referral at MD Anderson Campaign goal: To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred. Tracked spread of campaign using SM2 and web analytics Noted a 9.5% increase in patient referrals in 3 months “This was a real eye-opener to how social media could benefit the business,” Texada said. “We could see which activity made most impact and which spread fastest.”
Evaluating Public Education Strategy planning Used SM2 to review historical data Decided to not run the same Prostate Cancer Awareness program They ran a more general campaign on men’s health Healthy eating Eating on a budget Exercise Resulted in significantly more traffic
Resources ROI Series of 10 white papers – http://AlterianSM2.com Freemium version of SM2 Groundswell by Charlene Li and Josh Bernoff Measuring Public Relationships by Katie Delahaye Paine Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge Personality Not Included by RohitBhargava Trust Agents by Chris Brogan & Julien Smith
Connie Bensen @cbensen ConnieBensen@gmail.com http:communitystrategist.com Director of Community Strategy, Alterian