Smart Media Tutorial Module 4Presentation 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
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
Follows, Fans, Likes, Comments, Facebook Sharing and Retweets
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