Best Practices for Social Media Monitoring ROI

Social Media Monitoring

Agenda
The Value and ROI of monitoring Social Media
Steps to Success
Reporting
Q&A

The New Rules of Engagement

Social Media Marketing by Definition
Social media marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
-Wikipedia
Organic
Transparent
Authentic
Community
User generated Content
Word of Mouth
Viral

Social Media Marketing requires good listening skills

The Potential of the Brand Audit
Measure your Brand
Volume of conversations
Sentiment & tone
Influencers
Sources by
online
physical location
Identify New Opportunities
Benchmark

Measure progress of Social Media Campaigns
Get in the game!
Historical data back to 2007
Actionable data
Identify new
communities to
engage in
Reporting
High level to
granular

Provide excellent Customer Service
…beyond Twitter
Blogs
Flickr
Forums
Build WOM
Organic SEO
Ward off crises

Innovate with Competitive Insight
Find what you don’t know
Identify new markets and trends
Competitive strengths & weaknesses
Sentiment around competition
Create products that
consumers want

Do opinions online matter?
Monitor volume, sentiment and trending topics
Customizable dictionary
Efficiently identify influencers
Influence Public Relations

Are you listening for their questions?
Lead generation
Higher quality leads
Reduce need for cold calling
Build relationships
Shorten sales cycle
Lead gen and warm calling for Sales

Increase your SEO
Insight into consumers minds
Theme clouds
Brand
Competitors
Industry
Author tag clouds
Link building
PPC

Steps to Success
Choose Tool(s)
Search Design
Dealing with Noise and Spam
Analysis and Reporting

The Social Media Monitoring Funnel
http://www.ignitesocialmedia.com/social-media-monitoring-funnel/

1. CHOOSE A tOOL

Social Media Monitoring Tools

2. Search Design

Setting up the Search
Brand
Competitors
Industry
Tip -
Set it up on a spreadsheet. Great for reporting too!
Use a search engine to browse for ideas
Use quotes to group phrases
“recipes” and “tailgating” versus “tailgating recipes”

What is the Goal?
Date range
Dependent on goals
Size challenges
too broad
too narrow
Tips:
estimate the search size

Organizing your Search
Use Categories
Organize Themes
Trending Topics

Additional Considerations
Effective searches
Use natural language
McDonald’s, MickeyD’s, Mac & Don’s, Mcd’s
Starbucks, SBUX
Use Categories to track trending topics
campaigns, recalls, issues, total of a topic
Create searchable campaigns
Tag lines that are easily trackable
Microlanding page with matching url
Use URL shorteners such as bitly.com

3. Dealing with Noise and Spam

Dealing with Irrelevant Results
Look for Patterns to Identify Irrelevant Results
Domains - the sources
Theme Cloud – the main topics in the content
Author Tag Cloud – the tags most frequently used
Add Exclude Criteria
Words to exclude
URL’s to ignore

4. Reports and Analysis

Business Development
1. Less 2. More 3. None

Volume over Time

Sentiment and Tone

Trending of Positive and NegativeSentiment

Which Reports to Use?
< What was the goal? >

Value and ROI

Time vs Engagement
Social Media Campaigns
Customer Service
Sales – Lead Gen
Competitive Insight
Product Development
Search Engine Optimization
Corporate Marketing
Public Relations
Brand Audit
Time

Popularity
Connect with Influencers
Link Building

Word Clouds
SEO

Map Overlay
Potential new markets, PPC campaigns
Offline events

Sentiment and Tone
Respond to negative commentary
Gather feedback

Communities
Join communities that advocate your products
Join that of your competitors

Five Steps to Success
Listen Plan Engage
Establish Objectives
The goals drive what will be measured
Set goals in terms of % change desired
Benchmark existing levels
Report on a regular basis.

Resources
Peter Kim’s Wiki of Social Media Marketing Examples
http://wiki.beingpeterkim.com/
Groundswell by Charlene Li and Josh Bernoff
Measuring Public Relationships by Katie Delahaye Paine
Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge
Personality Not Included by RohitBhargava
Trust Agents by Chris Brogan & Julien Smith

Questions

Connie Bensen
Director of Community Strategy
Connie.Bensen@alterian.com
Twitter: @cbensen
Blogs: http://EngagingTimes.com
http://ConnieBensen.com

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Best Practices for Social Media Monitoring ROI

by Connie Bensen on Nov 23, 2009

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Best Practices for Social Media Monitoring ROI — Presentation Transcript