7 Ways to UseSocial Media Monitoring as an effective business toolConnie BensenDirector of Community Strategy, Alterian@cbensenOctober 6, 2009

AgendaSeven Business Reasons for Monitoring Choosing Tools Analyzing the Data ROI and Benefits of Monitoring Social Media Real World Examples

Seven Business Reasons for Monitoring

Choosing Tools

Analyzing the Data

ROI and Benefits of Monitoring Social Media

Real World Examples

Seven Business Reasons Public Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive Insight Customer Service Identify New Markets Lead GenerationMonitoringSocial Media

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

Create an integrated strategy.

WikisBlogsTwitterFacebookMessage BoardsYour SiteWeb AnalyticsYouTubeLinkedInEverything is Measurable

Tools ???

Social Media Monitoring Tools

Social Media Monitoring Tools

The SM2 Technology ComponentsCollectTechrigy indexes the entire social media universe, across the globe and across all platforms. StoreTechrigy’sSocial Media WarehouseSM, created in 2007, contains over 3billion social media mentions, blogs, tweets, posts, images and conversations. UnderstandAn incredibly powerful and intuitive tool, the Techrigy SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.

Analyzing the DataVolume over timeVolume by channel/sourceTextual analysis of themes & author tagsDemographic Information & PopularityLocation of online communitiesPhysical location of creators of the contentSentiment and Tone

Volume over time

Volume by channel/source

Textual analysis of themes

Demographic Information

Location of online communities

Physical location of creators of the content

Sentiment and Tone

Analysis Process

Seven Business ReasonsPublic Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive Insight Customer Service Identify New Markets Lead Generation1

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

Public Relations / Brand CrisisOtto-Versand ~ Mac Laptops for 49 Euros

Otto-Versand ~ Mac Laptops for 49 Euros

ROI: % reduction in cost of time saved to gather and review conversations

ROI: % reduction in cost of time to benchmark and audit

Seven Business ReasonsPublic Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive Insight Customer Service Identify New Markets Lead Generation2

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

ROI: % increased SEO effectiveness in using words/phrases that consumers are searching for

Seven Business ReasonsPublic Relations / Crisis Search Engine OptimizationCorporate Marketing / Brand Building Industry / Competitive Insight Customer Service Identify New Markets Lead Generation3

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

Corporate Marketing / Brand BuildingMcCafe and StarbucksROI: % faster rate of return on marketing and ad spend

McCafe and Starbucks

Seven Business ReasonsPublic Relations / Crisis Search Engine Optimization Corporate Marketing / Brand BuildingIndustry / Competitive Insight Customer Service Identify New Markets Lead Generation4

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

StarbucksROI: Insight into competitor’s strengths/weaknesses

Starbucks

Seven Business ReasonsPublic Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive InsightCustomer Service Identify New Markets Lead Generation5

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

ROI: increased customer satisfaction, brand loyalty & awareness

Seven Business ReasonsPublic Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive Insight Customer ServiceIdentify New Markets Lead Generation6

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

ROI: Identify new markets by location physically & online

Seven Business Reasons Public Relations / Crisis Search Engine Optimization Corporate Marketing / Brand Building Industry / Competitive Insight Customer Service Identify New MarketsLead Generation7

Public Relations / Crisis

Search Engine Optimization

Corporate Marketing / Brand Building

Industry / Competitive Insight

Customer Service

Identify New Markets

Lead Generation

Lead Generation“buy” and “wcm”“recommend” and “wcm”“recommendation” and “wcm”“rfp” and “wcm”“selection” and “wcm”“shortlist” and “wcm”“suggest” and “wcm”ROI: Lower customer acquisition costs due to higher quality leads (reduced need for cold calling)

“buy” and “wcm”

“recommend” and “wcm”

“recommendation” and “wcm”

“rfp” and “wcm”

“selection” and “wcm”

“shortlist” and “wcm”

“suggest” and “wcm”

Tips for SuccessChoose tools that suit your needsStart with a small projectListen and have a strategy before engagingLook for spikes in conversations and patternsIdentify trending topicsEvaluate what’s working, drop what’s not

Choose tools that suit your needs

Start with a small project

Listen and have a strategy before engaging

Look for spikes in conversations and patterns

Identify trending topics

Evaluate what’s working, drop what’s not

You Can Measure Everything!Step 1: Define Business Objectives & Decide on PrioritiesStep 2: Choose What to Measure & ToolsQuantitative QualitativeStep 3: Analyze: Benchmark & Identify Trends Step 4: Create a strategy & engageStep 5: What’s working & what’s not

Quantitative

Qualitative

ResourcesPutting the Public Back in Public Relations by Brian Solis and Deidre Breakenridge Measuring Public Relationships by Katie Delahaye Paine Groundswell by Charlene Li and Josh Bernoff Personality Not Included by RohitBhargava

Putting the Public Back in Public Relations by Brian Solis and Deidre Breakenridge

Measuring Public Relationships by Katie Delahaye Paine

Groundswell by Charlene Li and Josh Bernoff

Personality Not Included by RohitBhargava

Connie BensenDirector of Community StrategyConnie.Bensen@alterian.comTwitter: @cbensenhttp://alterian.com