7 Business Reasons for Social Media Monitoring

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    7 Business Reasons for Social Media Monitoring - Presentation Transcript

    1. 7 Ways to UseSocial Media Monitoring as an effective business tool
      Connie Bensen
      Director of Community Strategy, Alterian
      @cbensen
      October 6, 2009
    2. Agenda
      • Seven Business Reasons for Monitoring
      • Choosing Tools
      • Analyzing the Data
      • ROI and Benefits of Monitoring Social Media
      • Real World Examples
    3. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      Monitoring
      Social Media
    4. Create an integrated strategy.
    5. Wikis
      Blogs
      Twitter
      Facebook
      Message Boards
      Your Site
      Web Analytics
      YouTube
      LinkedIn
      Everything is Measurable
    6. Tools ???
    7. Social Media Monitoring Tools
    8. Social Media Monitoring Tools
    9. The SM2 Technology Components
      Collect
      Techrigy indexes the entire social media universe, across the globe and across all platforms.
      Store
      Techrigy’sSocial Media WarehouseSM, created in 2007, contains over 3billion social media mentions, blogs, tweets, posts, images and conversations.
      Understand
      An incredibly powerful and intuitive tool, the Techrigy SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.
    10. Analyzing the Data
      • Volume over time
      • Volume by channel/source
      • Textual analysis of themes
      & author tags
      • Demographic Information
      & Popularity
      • Location of online communities
      • Physical location of creators of the content
      • Sentiment and Tone
    11. Analysis Process
    12. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      1
    13. Public Relations / Brand Crisis
      • Otto-Versand ~ Mac Laptops for 49 Euros
    14. ROI: % reduction in cost of time saved to gather and review conversations
    15. ROI: % reduction in cost of time to benchmark and audit
    16. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      2
    17. ROI: % increased SEO effectiveness in using words/phrases that consumers are searching for
    18. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      3
    19. Corporate Marketing / Brand Building
      • McCafe and Starbucks
      ROI: % faster rate of return on marketing and ad spend
    20. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      4
      • Starbucks
      ROI: Insight into competitor’s strengths/weaknesses
    21. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      5
    22. ROI: increased customer satisfaction, brand loyalty & awareness
    23. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      6
    24. ROI: Identify new markets by location physically & online
    25. Seven Business Reasons
      • Public Relations / Crisis
      • Search Engine Optimization
      • Corporate Marketing / Brand Building
      • Industry / Competitive Insight
      • Customer Service
      • Identify New Markets
      • Lead Generation
      7
    26. 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)
    27. Tips for Success
      • 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
    28. You Can Measure Everything!
      Step 1: Define Business Objectives & Decide on Priorities
      Step 2: Choose What to Measure & Tools
      • Quantitative
      • Qualitative
      Step 3: Analyze: Benchmark & Identify Trends
      Step 4: Create a strategy & engage
      Step 5: What’s working & what’s not
    29. Resources
      • 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
    30. Connie Bensen
      Director of Community Strategy
      Connie.Bensen@alterian.com
      Twitter: @cbensen
      http://alterian.com

    + Connie BensenConnie Bensen, 4 months ago

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