Brand monitoring and social media engagement final

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Presentation on listening tools for the social web at the 2011 CASE Social Media and Community conference in SF.

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Brand monitoring and social media engagement final

  1. 1. Are You Listening? Brand Monitoring and Social Media Engagement<br />Andrew Gossen <br />Senior Director for Social Media Strategy<br />Cornell University Alumni Affairs & Development<br />
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  4. 4. October 28<br />
  5. 5. October 28<br />On Oct 28, 2010, at 12:28 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote:There’s no discussion right now on Impact Alumni. I’ve got a draft ready to go, but if no-one is engaging with the topic, my instinct would be to just let it wither away instead of drawing attention to it with a response. How about I keep monitoring and when and if the time is right I jump in?<br />
  6. 6. October 28<br />On Oct 28, 2010, at 12:53 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: BTW, my new social media monitoring tool is letting me see that this doesn’t seem to be picking up much traction on the social web. It’s mainly on blogs right now, not FB or Twitter. The NYT blog is the most prominent. Some blogs are defending us, most notably MetaEzra. None of the blogs are getting much action in the way of comments. This isn’t to say that it couldn’t still blow up, but it’s less likely with each passing hour unless someone like The Huffington Post picks up on it.  Andrew<br />
  7. 7. October 28<br />On Oct 28, 2010, at 4:12 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: HuffPo did pick it up, but it looks like it’s being drowned out by news of the sustainability gift.<br />
  8. 8. October 29<br />
  9. 9. October 29<br />
  10. 10. October 29<br />
  11. 11. October 30<br />
  12. 12. October 31<br />
  13. 13. November 1<br />
  14. 14. November 2<br />
  15. 15. November 3<br />
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  20. 20. In 2010, the average annual social business budget at enterprise-class corporations was a mere $833,000. (http://www.web-strategist.com/blog/2011/02/10/spend-wisely-finally-an-investment-roadmap-for-social-business-buyers-altimeter-report/)<br />
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  25. 25. http://blog.socialcast.com/e2sday-the-hectic-schedule-of-a-social-media-manager/<br />
  26. 26. “Setting up a Google Alert does not mean you have a monitoring program.”<br /> - J.D. Lasica (@jdlasica)<br />
  27. 27. Listening Only – real time search platforms<br />
  28. 28. socialmention - blogs<br />
  29. 29. socialmention - microblogs<br />
  30. 30. socialmention - microblogs<br />
  31. 31. socialmention - export<br />
  32. 32. socialmention – e-mail alert<br />
  33. 33. Archiving<br />Capturing history of activity around particular user, hashtag, or keyword<br />Important for analytics<br />
  34. 34. TwapperKeeper<br />
  35. 35. TwapperKeeper<br />
  36. 36. TwapperKeeper<br />
  37. 37. The Archivist (archivist.visitmix.com/)<br />
  38. 38. The Archivist<br />
  39. 39. The Archivist<br />
  40. 40. The Archivist<br />
  41. 41. The Archivist<br />
  42. 42. Dashboards – Listening and Response<br />Aggregate institutional and non-institutional streams<br />Respond from within dashboard environment from multiple accounts<br />Delegation<br />Analytics<br />
  43. 43. Free monitoring dashboard<br />
  44. 44.
  45. 45. HootSuite<br />
  46. 46. Meltwater Buzz<br />
  47. 47. Meltwater Buzz<br />
  48. 48. Meltwater Buzz<br />
  49. 49. Meltwater Buzz<br />
  50. 50. Meltwater Buzz<br />
  51. 51. Meltwater Buzz<br />
  52. 52. Meltwater Buzz<br />
  53. 53. Meltwater Buzz<br />
  54. 54. Meltwater Buzz<br />
  55. 55. Meltwater Buzz<br />
  56. 56. Meltwater Buzz - Analysis<br />
  57. 57. Meltwater Buzz - Analysis<br />
  58. 58. Meltwater Buzz - Analysis<br />
  59. 59. Meltwater Buzz - Analysis<br />
  60. 60. Meltwater Buzz- Analysis<br />
  61. 61. Meltwater Buzz - Analysis<br />
  62. 62. Meltwater Buzz - Analysis<br />
  63. 63. Meltwater Buzz - Analysis<br />
  64. 64. Meltwater Buzz - Analysis<br />
  65. 65. Meltwater Buzz - Reports<br />
  66. 66. Meltwater Buzz - Reports<br />
  67. 67. Differences from private sector<br />Customer service – staffed appropriately?<br />Monitoring competition<br />Comparing brands with competing brands<br />Sales leads<br />Customer acquisition<br />Size of dedicated SM team<br />Lower volume? (traffic and brands)<br />
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  69. 69. Advancement uses<br />“Ambient awareness”<br />Monitoring buzz<br />Content discovery<br />Discovering influencers/building lists<br />Crisis monitoring and response<br />
  70. 70.
  71. 71. Advancement uses<br />“Ambient awareness”<br />Monitoring buzz<br />Content discovery<br />Discovering influencers/building lists<br />Crisis monitoring and response<br />
  72. 72.
  73. 73. Advancement uses<br />“Ambient awareness”<br />Monitoring buzz<br />Content discovery<br />Discovering influencers/building lists<br />Crisis monitoring and response<br />
  74. 74. Amanda Ann Klein '99, Asst. Prof. of Film Studies at East Carolina University<br />
  75. 75. Advancement uses<br />“Ambient awareness”<br />Monitoring buzz<br />Content discovery<br />Discovering influencers/building lists<br />Crisis monitoring and response<br />
  76. 76.
  77. 77.
  78. 78. Advancement uses<br />“Ambient awareness”<br />Monitoring buzz<br />Content discovery<br />Discovering influencers/building lists<br />Crisis monitoring and response<br />
  79. 79. Limiting factors<br />Staff time<br />Expertise<br />Budget<br />Need<br />
  80. 80. Road Map<br />Revisit this presentation<br />Read Socialbrite series<br />Determine your budget and staffing capacities<br />Identify various tools that fit within these parameters<br />Try them out<br />Settle on a tool/suite of tools that works for you.<br />
  81. 81. Resources<br />Non-profit primer: http://www.socialbrite.org/sharing-center/monitoring/<br />Comparison of paid platforms: http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/<br />Private sector: http://www.slideshare.net/jeremiah_owyang/how-corporations-should-prioritize-social-business-budgets<br />

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