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Paul Fabretti & Gerard Daring




...........................................................................................
What IS Social Media?
.......................................................................................................
Social Media is about distribution




......................................................................................
new methods of distribution




.............................................................................................
and new methods of consumption




..........................................................................................
and new methods of consumption




..........................................................................................
and new methods of communicating




........................................................................................
and new methods of communicating




........................................................................................
updated methods of distribution




.........................................................................................
and encourage sharing




...................................................................................................
and new ways to advertise




                                                                                            ...
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to advertise




...............................................................................................
and new ways to interact




................................................................................................
But how do you find the people and topics that matter?




...................................................................
But how do you find the people and topics that matter?



                 Influencer Analysis
                 Who are the ...
But how do you find the people and topics that matter?



                 Influencer Analysis
                 Who are the ...
Monitoring - Influencer Analysis




.........................................................................................
.............................................................................................................................
Buzz Monitoring - Dashboard




.............................................................................................
Buzz Monitoring - Trends




................................................................................................
Buzz Monitoring - Trends




................................................................................................
Buzz Monitoring - Topics




................................................................................................
Buzz Monitoring - Topics




................................................................................................
Buzz Monitoring - Topics




................................................................................................
Buzz Monitoring - Topics




................................................................................................
Buzz Monitoring - Performance




...........................................................................................
Buzz Monitoring - Performance




...........................................................................................
Buzz Monitoring - Summary




...............................................................................................
Buzz Monitoring - Drilling down




.........................................................................................
Buzz Monitoring - Drilling down




.........................................................................................
Who is standing out from the crowd?


.......................................................................................
Blog, community and outreach




............................................................................................
Blog, community and outreach




............................................................................................
Blog, community and outreach




............................................................................................
Outreach




................................................................................................................
Outreach




................................................................................................................
Responding to the customer




..............................................................................................
Stimulating the conversation/virals




.....................................................................................
Stimulating the conversation/virals




.....................................................................................
Now, get to work!
...........................................................................................................
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SMM Workshop

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Just a few slides from an "Introduction to Social Media" workshop I did yesterday with Gez.

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  • Steve: Influencer Analysis - the identification of the most important people who matter for a particular topic. Where they are, what they are (blog/wiki/forum etc.) indicated by the different colours. The bigger they are and the more links to them, generally the more influential someone is.



  • Main dashboard - summary of #mentions and the sentiment of those mentions over time. Also, sites with most mentions of topics.

  • Trends of topics. What has the pattern of no. of comments/sentiment been over time?

  • (from previous screen) what are the biggest, newest or fastest growing topics and what is the sentiment of those topics?

  • How are we comparing to other brands in terms of number of mentions or score (sentiment)

  • Of all the brands we are monitoring, what are the numbers of mentions, where are they coming from (blogs/news/forums) and what is the sentiment?

  • Let’s click on some of the graphs/links in the tables and see what happened on a particular date range. This gives us (a) a summary of activity on that date and (b) access to a particular comment of interest.

















  • Transcript of "SMM Workshop"

    1. 1. Paul Fabretti & Gerard Daring ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... 29th January 2009 KMP Interactive Marketing & Technology
    2. 2. What IS Social Media? ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... 29th January 2009 KMP Interactive Marketing & Technology
    3. 3. Social Media is about distribution ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    4. 4. new methods of distribution ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    5. 5. and new methods of consumption ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    6. 6. and new methods of consumption ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    7. 7. and new methods of communicating ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    8. 8. and new methods of communicating ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    9. 9. updated methods of distribution ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    10. 10. and encourage sharing ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    11. 11. and new ways to advertise Sponsored Social Story example in News Feed as a result of a user action on the Facebook Page ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    12. 12. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    13. 13. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    14. 14. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    15. 15. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    16. 16. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    17. 17. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    18. 18. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    19. 19. and new ways to advertise ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    20. 20. and new ways to interact ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    21. 21. But how do you find the people and topics that matter? ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    22. 22. But how do you find the people and topics that matter? Influencer Analysis Who are the people with influence or that shape the opinions of others? ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    23. 23. But how do you find the people and topics that matter? Influencer Analysis Who are the people with influence or that shape the opinions of others? Buzz Monitoring & Reporting What is the sentiment of conversations? How is it changing? ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    24. 24. Monitoring - Influencer Analysis ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    25. 25. ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    26. 26. Buzz Monitoring - Dashboard ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    27. 27. Buzz Monitoring - Trends ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    28. 28. Buzz Monitoring - Trends ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    29. 29. Buzz Monitoring - Topics ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    30. 30. Buzz Monitoring - Topics ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    31. 31. Buzz Monitoring - Topics ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    32. 32. Buzz Monitoring - Topics ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    33. 33. Buzz Monitoring - Performance ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    34. 34. Buzz Monitoring - Performance ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    35. 35. Buzz Monitoring - Summary ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    36. 36. Buzz Monitoring - Drilling down ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    37. 37. Buzz Monitoring - Drilling down ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    38. 38. Who is standing out from the crowd? ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    39. 39. Blog, community and outreach ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    40. 40. Blog, community and outreach ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    41. 41. Blog, community and outreach ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    42. 42. Outreach ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    43. 43. Outreach ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    44. 44. Responding to the customer ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    45. 45. Stimulating the conversation/virals ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    46. 46. Stimulating the conversation/virals ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
    47. 47. Now, get to work! ........................................................................................................................................................................................................................................................................................................................................................................................................................... Paul Fabretti & Gerard Daring Social Media Marketing Workshop ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... KMP Interactive Marketing & Technology 29th January 2009
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