Social media monitoring - from diy to mission control


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Presentation from Fresh Business Thinking LIVE! Tuesday 15th November 2011 at Old Billingsgate

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Social media monitoring - from diy to mission control

  1. 1. Social Media Monitoring – from DIY to Mission Control David Terrar – D2C & Cloud Advocates at Fresh Business Thinking LIVE! Tuesday 15th November 2011 Old Billingsgate
  2. 2. Steve Jobs - RIP
  3. 3. All About Steve: The Story of Steve Jobs and Apple from the Pages of Fortune
  4. 4. Things happen fairly slowly you know. They do. These waves of technology, you can see them way before they happen, and you have to chose wisely which ones you're going to surf. If you choose unwisely, then you can waste a lot of energy, but if you choose wisely it actually unfolds fairly slowly. It takes years. Steve Jobs, Fortune, 17 March 2008
  5. 5. Cluetrain Manifesto April 1999 95 Theses 1. Markets are conversations.
  6. 6. Meatball Sundae: Is Your Marketing Out of Sync?
  7. 7. "the fundamental interconnectedness of all things"
  8. 8. What Would Google Do?
  9. 9. Dell Hell Jeff Jarvis posts - Dell lies. Dell sucks on 21 June 2005
  10. 10. Dear Mr. Dell Jeff’s advice to Michael Dell - 17 August 2005
  11. 11. Dear Mr. Dell <ul><li>Read blogs. </li></ul><ul><li>Talk with your consumers. </li></ul><ul><li>Blog. </li></ul><ul><li>Listen to all your bad press and bad blog PR and consumer dissatisfaction and falling stock price and to the failure of your low-price strategy and use that blog to admit that you have a problem. Then show us how you are going to improve quality and let us help. Make better computers and hire customer service people who serve customers. </li></ul>Jeff’s advice to Michael Dell - 17 August 2005
  12. 12. Where are they now? <ul><li>April 2006 - Technical support staff reach out to bloggers </li></ul><ul><li>July 2006 - Started a blog </li></ul><ul><li>February 2007 - Launch IdeaStorm </li></ul><ul><li>2007 spent $150m to improve call centres </li></ul><ul><li>Changed measurement metrics from handling time to time to resolution </li></ul>
  13. 13. Dell introduces the Social Media Listening Command Center December 2010 Round Rock, Texas
  14. 14. Dell LCC results … and around $7m a year extra sales direct from Twitter
  15. 15. Groundswell and Empowered Charlene Li Josh Bernoff Ted Schadler
  16. 16. Social Media Maturity
  17. 17. Monitoring and Measurement 'Not everything that can be counted counts, and not everything that counts can be counted.' - Albert Einstein
  18. 18. Where do your customers hang out? <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Forums </li></ul><ul><li>User Generated Content </li></ul><ul><li>…… they're talking about you </li></ul>
  19. 19. What are you looking for? Influence Sentiment Volume
  20. 20. Can you take a DIY Approach? Getting started Google Alerts Twitter Search Google Reader Netvibes Tweetdeck Hootsuite
  21. 21. Can you take a DIY Approach? Free tools Twitterfall Google Blog Search Blogpulse BoardTracker Boardreader Google Discussions Quarkbase Socialmention Samepoint HowSociable Topsy Klout Twittergrader Trendestics
  22. 22. Are there any wiki resources?
  23. 23. Are there any wiki resources? http:// /tools-for-measurement
  24. 24. Are there any wiki resources? http:// = SocialMediaMeasurement.HomePage
  25. 25. http:// /
  26. 26. http:// /
  27. 27. http:// /
  28. 28. http:// /
  29. 29. http:// /
  30. 30. http:// /
  31. 31. http:// /
  32. 32.
  33. 33. In conclusion <ul><li>Social Media isn't going away </li></ul><ul><li>Fear of your own Dell Hell? </li></ul><ul><li>Markets are conversations - get engaged! </li></ul><ul><li>Take a low cost DIY approach to learn </li></ul><ul><li>Then get smart and invest in your version of a Mission Control centre </li></ul>
  34. 34. References These links for reference only Not for reading
  35. 35. Contact details David Terrar D2C & Cloud Advocates p: +44 (0)1727 866309 m: +44 (0)7715 159423 e: [email_address] or [email_address] w: and skype: david_terrar twitter: DT linkedin: blog: