Smart Media Tutorial Module 4
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Smart Media Tutorial Module 4 Smart Media Tutorial Module 4 Presentation Transcript

  • Social Media eListening & Online Monitoring How To Know You Are Meeting Objectives Andrew Bates - Director of Social Media
  • What Does eListening Answer?
    • Who is talking about our business?
    • Where are these conversations occurring?
    • Who are our audiences? What are their demographics?
    • What is being said online about our brands & products?
    • Who is saying it? (decision influencers)
    • Is it positive or negative?
    • Should we react and how? (influencing the influencers)
    • What are our competitors doing?
    • Are we missing important info about brand perception or audience?
  • The Power of Influencers Regular Members Regular Members Best Members Regular Members Best Members Influencers Regular Members Best Members Influencers
  • Why is eListening Valuable?
    • eListening allows businesses to measure how their brand is perceived by their community and industry
    • Brands can determine where their audience and influencers are participating in all online networks
    • Social media monitoring provides your organization with near
    • real-time marketing and competitive business intelligence
    • Online monitoring provides a cost effective way to gain the critical information needed to develop an effective internet marketing strategy
    • eListening provides the benchmark and ongoing strategy to measure online marketing and social media engagement back to KPI’s and ROI
  • Required Resources, Tools & Skills
  • How Do You Get Started?
    • Define and document your goals
    • Build a strategy and process
    • Identify and empower your internal resources
    • Choose the right tools and / or services
    • Look for insights and takeaways that will affect marketing, business development and brand awareness
    • Develop engagement and tactical strategies based from the key insights
    • Consistently measure, evolve and improve your tactics
    • Think before you act
  • Different Business Units May Require Different KPIs Marketing, Branding and PR - Brand Mentions - Competitive and Industry Share of Voice - Downloads, Shares, Likes, Follow - Improved Brand Sentiment Sales and Business Development - Conversion Forms and Demo Requests - New Emails and Leads into a CRM Customer Care and Tech Support - Improved Brand Sentiment - Reduced Inbound Calls and Time on Hold - Volume of Social Media Support Activity Brand Crisis and Legal Considerations - Improved Monitoring – Be Aware - Faster Response Time – Take it Offline - Solve Issues Before They Grow
  • Measuring Social Media Monitoring Success
    • Move the needle and show the value
    • On Page
      • Credibility and Content Relevance - Likes, Google+1, Comments
      • Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication
      • Conversion – User Logins, RSS, Newsletter, Email and Event signups
    • On Profiles
      • Follows, Fans, Likes, Comments, Facebook Sharing and Retweets
    • SEO
      • More Traffic to the Website from Social Networks
      • Increased Time On Site and Page Views
      • Improved Search Engine Rankings for the Web Site and Social Profiles
    • Mentions and Share of Voice
      • Increased Brand Mentions
      • Higher Share of the Conversation vs. Competitors
      • Improved Brand Sentiment
  • Clients Measuring the Impact Cynergy Systems - It’s All About Leads - Qualified Inbound Traffic - Website Conversion and SalesForce CRM DuPont - Competitive Share of Voice - Brand and Product Awareness - Crisis Management Chevron - New Products and New Markets - Exposure, Inbound Traffic, Likes, Follows, Shares… - Competitive and Industry Share of Voice American Cancer Society - Donations and Event Attendance - Referrals and Shares Georgetown University - Applicants, Visits and Attendees
  • Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com