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Best Practices for Social Media Monitoring ROI
 

Best Practices for Social Media Monitoring ROI

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This was presented as a webinar. You can listen to the webinar here: ...

This was presented as a webinar. You can listen to the webinar here:
http://www.alterian.com/news__events/events/november_2009_webinar.aspx

I covered these topics:
* Common Applications of Social Media Monitoring
* Search Design
* Dealing with Noise and Spam
* Reports and Analysis
* Actions Based on Insights that Result in ROI

You may also find the webinar by Suresh Vittal of Forrester helpful:
http://www.alterian.com/resources/presentations/october_2009_webinar.aspx

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  • Crisp & too the point
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  • Nice summary of the main points - though whoever wrote that summary from Wikipedia needs to be sent back to school! Typical Wikipedia... ; )
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  • Good summary and practical...
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  • Nice presentation; liked slide 38 which focuses on 5 steps to success, which aligns with our own approach!

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  • Hardest thing is to let go of old ways -- Challenges for Today’s MarketerConsumers are tuning out advertisingLimited attention spansFragmentation of messages due to so many channelsConsumers only care about what gives them value
  • Value: Identify opportunities in Social MediaAbility to identify & measure the following: online conversations around brandbrand sentiment & tonevolume and level of influence of content creators sources of conversations online and by physical location Actionable: Timely and specific metrics to guide decisions and responses
  • Football – - tailgating, retailers, partnerships with snack foodsValue: Ability to measure progressAccess to historical data back to 2007 Utilize high level reporting down to granular actionable dataIdentify new communities to engage in (online & offline) All online conversations are aggregated in one place and can be analyzed in a number of waysActionable: Listen, strategize, participate, and measure
  • Conversations not limited to blogs – Twitter, Flickr, tagged, Facebook, Value: Increased satisfaction, brand loyalty, awarenessEngaging in social channels encourages peer support and positive word of mouth Satisfied customers become loyal brand advocatesProviding online support builds brand, organic SEO, & wards off PR crisesActionable: Listen, provide responses to negative AND positive feedback
  • Croc’s – Nurses –Value: Identify differentiating features & innovateIdentify competitive strengths and weaknesses Monitor sentiment around competitors products Analyze industry topics and identify trends Actionable: Identify industry trends, create products that consumers want
  • Value: Efficient use of time & identify influencersEverything can be measured now (web analytics AND online conversations & sentiment) Ability to easily monitor volume, brand sentiment and themes of conversations Dictionary used to determine sentiment is customizable Identify influencers for PR blogger campaigns Actionable: Audit, benchmark trends, and identify advocates
  • Rather than asking the right questions, it’s a matter of listening for the right Value: Increased sales & shortened sales cycleIdentify people expressing a need for the product/service (high quality of leads) Build relationships with those people based on their interestReduced need to do cold calling (more efficient use of time)Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
  • Value: More effective SEO & organic visibilityAuthor tag cloud shows what consumers expect people to be searching for Using their language rather than industry terminology ensures higher organic SEO. *Provides insight into consumers minds.Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
  • Choose tool(s)Keyword targeting – define the searchesIdentify irrelevant informationRefine the searchesAnalyze the results
  • Choose a tool(s)Keyword targeting – define the searchesIdentify irrelevant informationRefine the searchesAnalyze the results
  • 3. after slide 8 Which of these best describes your use of social media monitoring? not familiar with social media monitoring tools using free tools and not familiar with professional tools using free tools and familiar with professional tools using free tools and professional tool(s) using professional tool(s) only
  • Garbage in, Garbage out
  • 2 slides
  • Finding insights
  • Actionable Insights that Result in ROI
  • Strategy – ask What is the Goal? => defines the searches what to measure Benchmark

Best Practices for Social Media Monitoring ROI Best Practices for Social Media Monitoring ROI Presentation Transcript

  • 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