Social Monitoring, Intelligence and Brand Chatter


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Social Media Week Vancouver 2012
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Social Monitoring, Intelligence and Brand Chatter

  1. 1. WELCOME TO #SMWVAN SOCIAL MONITORING, INTELLIGENCE AND BRAND CHATTER #smwbosco @boscoanthony Presented by Bosco AnthonyMonday, September 24, 2012
  2. 2. Social Monitoring Process of evaluating editorial content of media and social outlets on a consistent basis with the purpose of taking action or making an impact. Origin - Offline 1800 Press clippings Online Cyberalert 90’sMonday, September 24, 2012
  3. 3. WHY THE STRUGGLE Use of old school tactics Put out fires Bragging rights Press releases No content plan Push Product Expect immediate resultsMonday, September 24, 2012
  4. 4. Why should you monitor? Trends, news, research Content Bank Keyword Research Competition analysis Analytics, Reporting PR Management / Brand ReputationMonday, September 24, 2012
  5. 5. SOCIAL MONITORING COMPLEXITY / TIMELINE What is social media and why should we be social? What platform should we be on? Waste of time and resources! Cant measure anything, whats the ROI? What should we measure?Monday, September 24, 2012
  6. 6. Monitor The 3 M Mingle Approach MeasureMonday, September 24, 2012
  7. 7. Quantitative Vs Qualitative Quantitative Measure Qualitative Measure Data of community, Sentiment, emotional actions and traffic component. Use of google and social Consumer reviews and analytics reaction to product Example Traffic Example RatingsMonday, September 24, 2012
  8. 8. Quantitative Tools Spiral 16 - monitors web and presents findings in unique 3D virtualization. Radian 6 - analytics dashboard tunes into conversations - Shortens and tracks URL’s Visible Technologies - analyzed data on brand chatter SWIX - shows performance over 70 different audience and engagement metricsMonday, September 24, 2012
  9. 9. Qualitative Tools People Browser - Identifies positive, negative or neutral sentiment towards a brand Social Mention - Provides in depth analysis on sentiment BrandsEye - Allows you to protect your online rep Heartbeat - Engagement Platform Alterian - user behaviors, demographics, location and sentimentMonday, September 24, 2012
  10. 10. Stages of social monitoring! Build platforms Use Engagement platforms (hootsuite, tweetdeck, co- tweet) Identify Customer Lifetime Value Review and test Monitoring tools then launch Engage, drive traffic and conversions Effectiveness of program and ROIMonday, September 24, 2012
  11. 11. Fact about Social Monitoring Monitoring is a daily routine that requires time, effort and resources. Engagement requires a team of service providers that converse and drive traffic. Reporting of data is process on its own. Not every platform works for every industry! Statistics show many brands are still in the stone age when it comes to this process!Monday, September 24, 2012
  12. 12. Selection of Tools Free Tools Subscription Tools Hybrid Enhanced Tools (deliver news, broadcast and social media)Monday, September 24, 2012
  13. 13. Social Monitoring Best Practises Create Filters ( Market Intelligence VS Chatter) Pay attention to trends and set keywords Start by searching brand names, complaints, questions and compliments to promote engagement Start with free tools then move to big tools as you grow Create templates and responses. Fill vacuum with your perspective or others willMonday, September 24, 2012
  14. 14. Social Terminology Influence Sentiment Volume Workflow Dashboard InsightMonday, September 24, 2012
  15. 15. Tools Making An Impact! Radian 6(Marketcloud), Trackur and Actionly, Sysomos, lithium, ubervu, Raventools, Bringshare,Cyfe, Pinerly, Engagio hootsuite, seesmic, tweetdeck, cotweet, viralheatMonday, September 24, 2012
  16. 16. PR - BRAND REPUTATION! Learn and change from negative responses Silence is not always recommended Do not aim at getting personal Keep it professional | You are being viewed at all times! Timing is everything Have templates and documents ready Implement content strategy to flush out crapMonday, September 24, 2012
  17. 17. What to pick? Product features, workflow, insights, engagement etc Reporting Platforms, Visual engagement and export Monitoring Tools, Social platform reach, filters keyword Visitor influence, demographic and details Help, support and real time guidance Training platforms Engagement consoles and social/web integrationMonday, September 24, 2012
  18. 18. SOCIAL CRM PROCESS The overall process of social monitoringMonday, September 24, 2012
  19. 19. Tracking Social ROI! Examining Referring Traffic Quality and Review of content Sentiment Track Size of community and engagement Share of VoiceMonday, September 24, 2012
  20. 20. Anyone notice Social Analytics? Google Analytics has a new social analytics featureMonday, September 24, 2012
  21. 21. Metrics by Avinash Kaushik! Conversion Rate Amplification Rate Applause Rate Economic RateMonday, September 24, 2012
  22. 22. Social Intelligence Social Media compliments marketing Create Social Media Strategy The digital age of content creation and curation Engage first and drive conversions! Wow your audience!Monday, September 24, 2012
  23. 23. Avoid #SMD Push marketing by people who think they are making progress with their marketing effortsMonday, September 24, 2012
  24. 24. Brand Chatter! Connect with people Ask Questions Relate Solve Problems Share and be social Become an authority Recommend!Monday, September 24, 2012
  25. 25. Asante Sana - Thank you! http://www.boscoanthony.comMonday, September 24, 2012