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Social Media Monitoring—A presentation for @Midwest
 

Social Media Monitoring—A presentation for @Midwest

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Why Social Media Monitoring? ...

Why Social Media Monitoring?
The answer is simple: People trust the opinions of others more than brand advertisements, official websites or PR releases. In fact, people trust the opinion of others, especially their peers, more than almost anything. This means that online opinions on your brands and products really matter. Quite a lot, to be frank. So, let us list a number of reasons for you to keep a close eye on the online chatterbox:
- Measuring Marketing effectiveness
- Manage crisis pro-actively
- Do effective online public relations
- Benchmark your competition
- Identify new market opportunities
- Get market insights in the most cost effective manner

Learn more about the @Midwest Social Media Conference by visiting atMidwest.com.

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  • Before we can talk about some simple tips for social media, let’s take a step back and talk about what social media is
  • Facts about customer experiences and referrals96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer Affairs70% of buying experiences are based on how the customer feels they are being treated – McKinsey55% of customers would pay extra to guarantee a better service – Defaqto researchPrice is not the main reason for customer churn, it is actually due to the overall poor quality of customer service – Accenture global customer satisfaction report 200894% of customers do not want to be transferred to another representative more than once – Mobius Poll 200280% of customers prefer to speak with a representative at the weekends – Mobius Poll 200284% of customers are frustrated when a representative does not have immediate access to account information – Mobius Poll 2002Customer who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, as to if they ‘only’ gave you a score of 4.8. – TeleFaction data researchIt takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-LegnerFacts about customer retention and churn factsA 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & CompanyA 50% reduction in customer base would occur if left alone over a 5 year period – Bain & CompanyIt costs 6 – 7 times more to acquire a new customer than retain an existing one – Bain & CompanyAn average company loses between 10 – 30% of its customers annually – McKinseyA customer is 4 times more likely to defect to a competitor if the problem is service related than price or product related – Bain & Company68% of customers leave because they were upset with the treatment they received whilst speaking to customer services – US Chamber of CommerceDissatisfied customers whose complaints are taken care of are more likely to remain loyal, and even become advocates, as those that are ‘just’ customers – Strauss & SeidelThe probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing MetricsFor every customer complaint, there are 26 other unhappy customers who have remained silent – Lee Resource96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyCustomer profitability tends to increase over the life of a retained customer – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyIn the US alone, people that switch from insurance providers represent a $7.6 billion market in annual premiums – JD Power & AssociatesFacts about customer service and contact / call centersA good customer service strategy should balance costs, quality and revenues. Companies that restructure call centers in this way can often cut their costs by up to 35% and boost the revenue they generate by as much as 35%, thereby transforming them into strategic assets providing a competitive advantage – McKinseyResearch shows that a 10% increase in customer retention levels result in a 30% increase in the value of the company – Bain & Co.76% of companies motivate employees to treat customers fairly, and 62% provide effective tools and training to gain trust with their customers – Peppers and Rogers Group, 2009 Customer Experience Maturity Monitor70% of customer experience management best in class adopters use customer feedback to make strategic decision. 50% of industry-average organizations and 29% of laggards do. – Aberdeen Group81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competitors – Peppers and Rogers, 2009 Customer Experience Maturity Monitor72% of all customers believe it takes too long to reach a live agent – Harris69% said they were on hold for too long – Harris50% of the people survey said that agents failed to answer their questions – Harris44% said the information they received was not accurate- Harris92% of all interactions happen via the phone – Gartner85% of consumers are dissatisfied with their phone experience – GartnerEven in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience. – Harris Interactive, Customer Experience Impact ReportEmployee factsThe average recruitment cost of filling a vacancy is £4333, increasing to £7750 when organizations are also calculating the associated labour turnover costs – The Chartered Institute of Personnel and Development Annual SurveyEmployee churn in the private sector is 22.6% – The Chartered Institute of Personnel and Development Annual SurveyAn average of £1202 is spent on employee training – The Chartered Institute of Personnel and Development Annual SurveyFacts about customer strategy90% of North American firms view customer experience as important or critical to 2010 plans. 80% of firms would like to use customer experience as a form of differentiation. – Forrester’s: The State of Customer Experience 2010.85% of business leaders agree that traditional differentiators alone are no longer a sustainable business strategy – Shaw & Ivens71% of business leaders believe that customer experience is the next corporate battleground – Shaw & IvenseCommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers – McKinseyReducing time and money on explaining business procedures and costs with new customers will save overall – Marketing Management; Spiro, Rich, Stanton 200873% of marketing managers of various large companies credit “Repeat purchase behavior” as integral to the definition of successful customer engagement –Forbes MagazineA survey asking which is the most important marketing objectives, shows that 29.9% think that it should be customer acquisition, and 26.6% think that it is customer retention. However 62.2% admit that they concentrate on customer acquisition, with only 20.6% focusing on customer acquisition. –Emarketer55% of current marketing spend is on new customer acquisition – McKinsey33% of current marketing spend is on brand awareness – McKinseyOnly 12% of current marketing spend is on customer retention – McKinsey
  • Happy customers who get their issues resolved tell an average of four to six people about their positive experiences, according to the White House Office of Consumer Affairs. It pays to treat your customers well, not only for the repeat business, but also to gain the positive word-of-mouth consumers now broadcast across social media. Satisfied customers can become your most influential brand ambassadors. They’ll help to answer customer service questions posted online and also tout their own positive experiences with your business.
  • Your frequency of content delivery & response to social engagement.Your types and specific topics for content creation.Ways to increase audience engagement.Events that can drive social.Facebook:More than 955 million users. Majority between 18-25; 60 percent female. Best opportunity for community building with customers.Twitter:More than 555 million users. Majority between 26-34; 57 percent female. Best tool for interacting in real-time.Google Plus+:More than 170 million users. Majority between 26-34; 63 percent male. Platform for driving visibility around a brand.LinkedIn:More than 150 million users. Majority between 26-34, directly followed by 35-44. The number one B2B social networking tool.Pinterest: More than 12 Million Users. Majority between 26-44; 68 percent female. A viral platform for sharing stories via pictures.
  • The more you know. Allows you to stay on topic
  • The first thing to set up is your search term. Try to pick a search phrase that is fairly specific and specialized. If your term is too general and popular, such as "money" or "elections," you will end up with way too many results.You're allowed to enter more than one word here, so try to narrow it down a little. Keep in mind that Google Alerts sends you newly indexed results, not every result available on the Web. Sometimes one word really is all you need.In this case, we'll just use one word, "gnomes." That's obscure enough of a term that there are probably not that many new pages being indexed on a daily basis.Next it's time to choose what type of Google Alert you need. You can search for news, blog entries, video, Web pages, and Google Groups. Or you can search all of them at once by selecting Comprehensive.Specify how often you want to receive Google Alerts. If you are picking a popular item, you may want to restrict this to once a day or once a week. If you pick a fairly obscure term or an item you are following very closely, select as-it-happens.That's it. You've created your Alert. You can also manage this and any other Alert you've created. You can edit your search terms, type, and frequency, or you can delete old Alerts you're no longer following.
  • These tools replicate Google Alerts’ interface and functionality but also include a few more social sources, such as Twitter and Tumblr.1. For similar interface and functionality — Talkwalker advertises itself as “the best free and easy alternative to Google Alerts.” If you like the functionality of the Google Alerts search query, this is the product for you. Receive alerts in real time from the web via email or in an RSS feed reader.2. For simple social monitoring — Social Mention is a free and reputable product in the social search engine arena, tracking alerts across the web and social media channels. Additionally, Social Mention provides sentiment analysis on social media mentions and hashtag tracking as part of its service.Mid-level replacementsThese tools offer a configuration of data sources, such as proprietary sources, specific media outlets, and Google Analytics. In addition, they have a better UI, analytics, and custom reports suited for the professional user.1. Social and traditional media monitoring — Mention is a high-end version of Google Alerts with the addition of select social sources. Mention offers a free version with limited capabilities and an unlimited version starting at $19.99 a month and provides real-time alerts via email and push notifications to your cellular device. Alerts are flagged by importance of mentions according to the latest source interactions by influence and authority.2. Tracking TV and media campaign alerts — Trendrr lets you harness the power of social media to see how a TV ad or a show is received by the audience. The service starts at $499 a month.3. Customizing sources and adding proprietary sources — My own company, Colabo provides unlimited data sources and self-service analytics. Additionally, you can add searches from internal databases, such as your CRM or paid services like Hoovers. And you can add notifications for key terms and receive them in real time. Colabo starts at $90 a month with a limited free trial.High-end replacementsThese tools usually offer their own proprietary news sources per industry and often can be combined with a service offering that filters the news for you.1. Proprietary news source per industry with a financial focus — Bloomberg’s recently launched platform, Bloomberg Professional, provides a different scope of information. Starting in the thousand-dollar range, financial professionals are able to receive alerts from any device in real-time that include news and analytics.2. PR management — Meltwater News is a full solution aimed at PR and marketing professionals for both inbound and outbound coverage. The product covers news features, online media monitoring, and delivers breaking news about your brand from more than 190,000 news publications, including some social sources like Twitter, Facebook, YouTube, and blogs in the form of daily alerts. A subscription starts around $6,000 a year.YoavDembak is the CEO and co-founder of Colabo, a self-service marketing analytics tool. Prior to Colabo, Yoav was an executive at VMware in charge of Product Marketing for the data center management product suite. Yoav was the CEO of B-hive and before that he held various marketing and sales roles at Breach Security, Gilian Technologies, and Gilat Satellite Networks.Read more at http://venturebeat.com/2013/05/13/google-alerts-replacements/#zPiMKqKrbrFTBpbg.99
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Social Media Monitoring—A presentation for @Midwest Social Media Monitoring—A presentation for @Midwest Presentation Transcript

  • Gettingpractical withsocial mediaagain.
  • BRIAN HUONKERCONSULTANT, DESIGNS BY BRIANVICE-PRESIDENT, @MIDWESTASSISTANT DIRECTOR, UNIVERSITYMARKETING, ILLINOIS STATE UNIVERSITYHUONKS.COMFACEBOOK.COM/BKHUONKERTWITTER.COM/BKHUONKERLINKEDIN.COM/IN/BKHUONKER
  • WHY MONITOR SOCIAL MEDIA?
  • a fancy way todescribe the zillionsof conversationspeople are haveonline 24/7. Someof which are aboutyou and yourbusiness.SOCIAL MEDIA ARE CONVERSATIONS
  •  Social NetworkingFacebook, Twitter, LinkedIN, Google+Interact by adding friends, commenting on profiles, joininggroups and having discussions. Blogs and ForumsWordpress, UBB, Blogger, VanillaUser generated opinion and comments Social NewsDigg, Propeller, RedditInteract by voting for articles and commenting on them. Social Photo and Video SharingYouTube, Pinterest, Instagram, Flickr,Interact by sharing photos or videos and commenting onuser submissions. WikisWikipedia, WikiaInteract by adding articles and editing existing articles. Location Games/Deals4Square, Places, SCAVNGRInteractions through games, specials and deals Social BookmarkingDel.icio.us, Blinklist, SimpyInteract by tagging websites and searching throughwebsites bookmarked by other people.A host ofsocial mediaoptions, eachtailoredtowards thecustomerscommunicationstyle.SOCIALMEDIAARE
  • WHY SHOULD WE CARE?
  •  96% of unhappycustomers don’tcomplain, however91% of those willsimply leave and nevercome back A dissatisfied customerwill tell between 9-15people about theirexperience. Around13% of dissatisfiedcustomers tell morethan 20 people. 70% of buyingexperiences are basedon how the customerfeels they are beingtreated 55% of customerswould pay extra toguarantee a betterservice 80% of customersprefer to speak with arepresentative at theweekendsCREATE A DIALOGUE
  • Happy customerswho get their issuesresolved tell anaverage of four to sixpeople about theirpositive experiencesWord of mouthtestimonialsbroadcasted acrosssocial mediachannels“SMART BUSINESS”
  • SIMPLE STEPS TOSOCIAL MEDIAMONITORING
  • STEP 1: DO YOUR HOMEWORK
  •  Set your goals Increased sales? Develop buzz and interestaround a new product Move old merchandise Generate registrations tobranded events throughsocial Increase foot traffic? Engage users in social togenerate relevant andtargeted traffic Customer service Gain market share byleading customer/clientservice through socialSTEP 1: DO YOUR HOMEWORK
  • Understand youraudienceWho are they Characteristic?What motivates them? What do they want fromyouWhen are they on?Where are they at?STEP 1: DO YOUR HOMEWORK
  • Outline YourStrategies Get influencers talkingabout you Educate people aboutwhy they you Tell stories thatpersonalize theproblems you can helpsolveDetermine your tatics Twitter, Facebook FanPage, LinkedIN,YouTube. Which willhelp your strategies Try creating valuablecontent. creating blog posts,podcasts and videos thateducate Incorporate your SEOkeywords and phrasesincrease online visibilityand search enginerankingSTEP 1: DO YOUR HOMEWORK
  • ListenDiscover what peopleare saying about you Facebook, Twitter,LinkedIN Reddit, Yelp, PlacesSTEP 1: DO YOUR HOMEWORK
  • STEP 2: GOOGLE ALERTS
  • http://www.google.com/alertsSTEP 2: GOOGLE ALERTS
  • Set up is your searchterm. Try to pick a searchphrase that is fairlyspecific andspecialized. Youre allowed to entermore than one wordhere, so try to narrow itdown a littleChoose what type ofGoogle Alert youneedSpecify how oftenyou want to receiveGoogle AlertsYou can also managethis and any otherAlert youve created.STEP 2: GOOGLE ALERTS
  •  Entry Talkwalker advertises itself as ―thebest free and easy alternative toGoogle Alerts.‖ Social Mention is a free andreputable product in the social searchengine arena, tracking alerts acrossthe web and social media channels. Mid-level Mention is a high-end version ofGoogle Alerts with the addition ofselect social sources. Trendrr lets you harness the power ofsocial media to see how a TV ad or ashow is received by the audience. Colabo provides unlimited datasources and self-service analytics. High-end Bloomberg Professional, provides adifferent scope of information. Meltwater News is a full solutionaimed at PR and marketingprofessionals for both inbound andoutbound coverage.STEP 2: GOOGLE ALERTS
  • STEP 3: HOOTSUIT
  • http://hoostsuit.comSTEP 3: HOOTSUIT
  • STEP 3: HOOTSUIT
  • FacebookSearch all publicFacebook posts withinHootSuiteGoogle+Search all publicFacebook posts withinHootSuiteLinkedIN (groups,personal, company)TwitterKeyword trackingallows you to track upto three keywords orphrases within onecolumnSearch is a flexibleand customizable toolSTEP 3: HOOTSUIT
  •  twitter search—containing both "twitter" and "search‖ "owls rock"—containing the exact phrase "owls rock‖ ―ninjas OR pirates‖—containing either "ninjas" or "pirates" (or both) ―super –man‖—containing "super" but not "man‖ ―#followfriday‖—containing the hashtag "followfriday‖ ―from:HootSuite‖—sent from person "hootsuite‖ ―to:invoke‖—sent to person "invoke‖ ―@memelabs‖—referencing person "memelabs‖ ―colbert since:2008-07-27‖—containing "colbert" sent since 2008-07-27 ―w00t until:2008-07-27‖—containing "w00t" sent up to "2008-07-27 ―unicorns :)‖—containing "unicorns" with a positive attitude ―fail :(―—containing "fail" and with a negative attitude ―bacon ?‖—containing "bacon" and asking a question ―rainbows filter:links‖—containing "rainbows" and linking to URLsSTEP 3: HOOTSUIT
  •  Entry level Tweetdeck Mid-level Viralheat. Twitter, Facebook,Google+, LinkedIn, Pinterest,YouTube, blogs, forums Sprout Social. Twitter, Facebook,LinkedIn, YouTube Seesmic. Manage all of yourbusiness’ social media accounts inone place High-level UberVU. Twitter, Facebook, YouTube,blogs, forums, news Sysomos. Twitter, Facebook,LinkedIn, YouTube, blogs, forums,news Spredfast. Twitter, Facebook,Google+, LinkedIn, Pinterest,YouTube, blogs, SlideShare, Flickr Radian6. Twitter, Facebook, YouTube,blogs, forums, newsSTEP 3: HOOTSUIT
  •  T w eetReach . W ho is reading your tweets? Howis it being shared? W hat is the m easuredim pact of what you ’r e putting out there?T weetReach is a social analyt ics tool that helpsyou capture this valuab le inf orm ation. T w entyFeet . T went yF eet aggregates youractivit y f rom various social m edia platf orm s soyou can get the f ull picture of you r onlinepresence. T hen, you can determ ine which ofyour activit ie s are m ost valuab le. T w italyzer . Measure your im pact, engagem ent,and inf luence on T witter with this tool. T heyof f er three plans, depending on your needs,Individu a l, Business and Agenc y, all at a ver yreasonable price. T hey do of f er their three m ostpopular reports f or f ree, so just connect yourT witter account and start T wita lyzing . PeerIndex . Use this tool to determ ine you ronline authorit y and who you r online brandadvocates are. Learn which topics are best f oryou to f ocus on and who to connect with tospread the word. SocialM ention . T rack and m easure who istalk ing about you, you r com pany, your product,or any topic related to your industr y.SocialM ent ion pulls data f rom hundreds ofsocial m edia services to give you the m ostaccurate, real -tim e inf orm ation . SocialPoin te r . T his tool allo ws you to trackand m onitor social m entions and respond inreal-tim e. Find potentia l custom ers, listen towhat you r com petitors are sayin g, and get How Sociable . Measure your brand’s im pactonline with this tool that provides you with am agnitude score. T he score analyze s your levelof activit y online so that you can determ inewhether you have enough of a presence. Engag.io . T his is a great tool f or m anagingyour conversat io ns on social network s.Engag.io provid es you with valuab le insightsinto the people you are talk ing to via socialm edia and also gives you a place to trackwhether or not you ’ve responded. Brand M onitor. T rack you r brand acrossnum erous social m edia sites. Find whereconversatio ns releva nt to your business aretak ing place so that you can start becom ing anactive social m edia participan t. Learn trendingk eywo rds and m easure conversat io nengagem ent to help bring m ore valuab le brandcontent to social m edia platf orm s. Kred . Sim ila r to Klout, Kred m ines social datato give you a Kred score. T he score is acom bination of your inf luence and you routreach activit y. Kred m easures how of ten youtweet or post, how people interact with you , andthe growth of your audience. Kred gives you adetailed break down of you r score so that youk now exactly where you should im prove and theareas in social that are work ing well f or you rcom pany. T w itterCounte r . T witter Co unt er track s T witte rusers to give you statistics and usageinf orm ation f or you r account. T his serviceSTEP 3: HOOTSUIT
  • STEP 4: GOOGLE ANALYTICS
  • http://www.google.com/analytics/lets you measureyour advertising ROITraffic Source Sources  All TrafficTraffic Source SocialSTEP 4: GOOGLE ANALYTICS
  • STEP 5: SOCIAL INFLUENCE
  • http://klout.com/Influence is theability to drive action.When you sharesomething on socialmedia or in real lifeand people respond,thats influence.The Klout Score is anumber between 1-100 that representshow influential youare.STEP 5: SOCIAL INFLUENCE
  • AgoraPulseperforms an analysisof your FacebookPage and comparesit against othercompanies’ Pagesthat have a similarnumber of fans.Note: ―other‖companies also mustuse the tool.http://www.agorapulse.com/STEP 5: SOCIAL INFLUENCE
  •  Free tools LikeAlyzer gives you arating out of 100 incomparison to otherPages and gives yousome recommendationson how you can improveyour Page. CScore is a free analyticstool that does an analysisof your Facebook Pageand then categorizes andscores it based on thebehavior of your Page. Paid tools Fanpage Karma is a paidtool that provides a freeversion that allows you todo a fairly detailedanalysis of your FacebookPage and a comparisonwith your competitors. Simply Measured is apowerful reporting toolthat provides a widerange of analytic reportsfor Facebook, Twitter andother social networks.STEP 5: SOCIAL INFLUENCE
  • Because socialmedia isconversationAllows you to insureyour Brand ismeeting its promiseEnsures your goalsare metAnd it allows you tomeasure you ROIWHY MONITOR SOCIAL MEDIA?
  •  Holistic CampaignMonitoring. Yourinbound marketing datain one placeSEOMozWildfireHubSpotSmaller ScaleConstant ContactMailChimpCampaign MonitoringWHAT’S NEXT?
  • Gettingpractical withsocial mediaagain.