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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.

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

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Transcript

  • 1. Are You Listening? Brand Monitoring and Social Media Engagement
    Andrew Gossen
    Senior Director for Social Media Strategy
    Cornell University Alumni Affairs & Development
  • 2.
  • 3.
  • 4. October 28
  • 5. October 28
    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?
  • 6. October 28
    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
  • 7. October 28
    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.
  • 8. October 29
  • 9. October 29
  • 10. October 29
  • 11. October 30
  • 12. October 31
  • 13. November 1
  • 14. November 2
  • 15. November 3
  • 16.
  • 17.
  • 18.
  • 19.
  • 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/)
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. http://blog.socialcast.com/e2sday-the-hectic-schedule-of-a-social-media-manager/
  • 26. “Setting up a Google Alert does not mean you have a monitoring program.”
    - J.D. Lasica (@jdlasica)
  • 27. Listening Only – real time search platforms
  • 28. socialmention - blogs
  • 29. socialmention - microblogs
  • 30. socialmention - microblogs
  • 31. socialmention - export
  • 32. socialmention – e-mail alert
  • 33. Archiving
    Capturing history of activity around particular user, hashtag, or keyword
    Important for analytics
  • 34. TwapperKeeper
  • 35. TwapperKeeper
  • 36. TwapperKeeper
  • 37. The Archivist (archivist.visitmix.com/)
  • 38. The Archivist
  • 39. The Archivist
  • 40. The Archivist
  • 41. The Archivist
  • 42. Dashboards – Listening and Response
    Aggregate institutional and non-institutional streams
    Respond from within dashboard environment from multiple accounts
    Delegation
    Analytics
  • 43. Free monitoring dashboard
  • 44.
  • 45. HootSuite
  • 46. Meltwater Buzz
  • 47. Meltwater Buzz
  • 48. Meltwater Buzz
  • 49. Meltwater Buzz
  • 50. Meltwater Buzz
  • 51. Meltwater Buzz
  • 52. Meltwater Buzz
  • 53. Meltwater Buzz
  • 54. Meltwater Buzz
  • 55. Meltwater Buzz
  • 56. Meltwater Buzz - Analysis
  • 57. Meltwater Buzz - Analysis
  • 58. Meltwater Buzz - Analysis
  • 59. Meltwater Buzz - Analysis
  • 60. Meltwater Buzz- Analysis
  • 61. Meltwater Buzz - Analysis
  • 62. Meltwater Buzz - Analysis
  • 63. Meltwater Buzz - Analysis
  • 64. Meltwater Buzz - Analysis
  • 65. Meltwater Buzz - Reports
  • 66. Meltwater Buzz - Reports
  • 67. Differences from private sector
    Customer service – staffed appropriately?
    Monitoring competition
    Comparing brands with competing brands
    Sales leads
    Customer acquisition
    Size of dedicated SM team
    Lower volume? (traffic and brands)
  • 68.
  • 69. Advancement uses
    “Ambient awareness”
    Monitoring buzz
    Content discovery
    Discovering influencers/building lists
    Crisis monitoring and response
  • 70.
  • 71. Advancement uses
    “Ambient awareness”
    Monitoring buzz
    Content discovery
    Discovering influencers/building lists
    Crisis monitoring and response
  • 72.
  • 73. Advancement uses
    “Ambient awareness”
    Monitoring buzz
    Content discovery
    Discovering influencers/building lists
    Crisis monitoring and response
  • 74. Amanda Ann Klein '99, Asst. Prof. of Film Studies at East Carolina University
  • 75. Advancement uses
    “Ambient awareness”
    Monitoring buzz
    Content discovery
    Discovering influencers/building lists
    Crisis monitoring and response
  • 76.
  • 77.
  • 78. Advancement uses
    “Ambient awareness”
    Monitoring buzz
    Content discovery
    Discovering influencers/building lists
    Crisis monitoring and response
  • 79. Limiting factors
    Staff time
    Expertise
    Budget
    Need
  • 80. Road Map
    Revisit this presentation
    Read Socialbrite series
    Determine your budget and staffing capacities
    Identify various tools that fit within these parameters
    Try them out
    Settle on a tool/suite of tools that works for you.
  • 81. Resources
    Non-profit primer: http://www.socialbrite.org/sharing-center/monitoring/
    Comparison of paid platforms: http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/
    Private sector: http://www.slideshare.net/jeremiah_owyang/how-corporations-should-prioritize-social-business-budgets