Social Media Monitoring: Everybody's Talking! Are You Listening

Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou

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The Great Divide

Volume of Conversations 250 million tweets/day

Volume of Conversations 1.5 billion posts/day

Volume of Conversations Billions of blogs, comments, communities

Monitoring the volume of social mentions requires people or technology. Tweet This!@JeffreyLCohen #radian6

Three Phases of Monitoring • Listening • Measuring • Engaging

Listening Brand and Product Mentions

Listening Discover Signal from Noise

Listening Monitor Competitors and Industry

Listening Finding Influencers

Measuring Set a Goal

Measuring Connect with Business Goals

Measuring Measure what you can Move

Engaging Respond to Questions

Engaging Share Valuable Content

Engaging Track Activities

Successful monitoring requires actionable goals that can be measured. Tweet This!@JeffreyLCohen #radian6

Building Healthier Online Communities Advice and Recommendations

Building Healthier Online Communities Discover Content and Recommenders

Building Healthier Online Communities Answer Questions and Publish Content

Building Healthier Online Communities Solve Customer Problems

Listen to customers like @GNCLiveWell so you can answer their questions. Tweet This!@JeffreyLCohen #radian6

Integrating Feedback into Marketing “Refresh Everything” Campaign

Integrating Feedback into Marketing Monitored thousands of conversations overnight

Integrating Feedback into Marketing Immediate feedback

Integrating Feedback into Marketing Changed ad spend for follow-up campaign

Collect real time feedback like @Pepsi to make smarter marketing decisions. Tweet This!@JeffreyLCohen #radian6

Discover and Build a User Community Inner Circle of Power Users, Fans and Advocates

Discover and Build a User Community Over 25,000 Members

Discover and Build a User Community Product Suggestions and Comments

Discover and Build a User Community Product Roadmap, Prioritize Features and Catch problem

Discover and Build a User Community Advocates Share and Spread Content

Discover and Build a User Community Recruit New Members, Find New Communities

Build an Inner Circle community like @IntuitInc for product reactions. Tweet This!@JeffreyLCohen #radian6

Making B2B Social Media Work Listening to Engineers, Business Owners and for Industrial Topics

Making B2B Social Media Work Focus on Blogs and Forums

Making B2B Social Media Work Content Marketing, Product and Service Concerns and Competitive Intelligence

Making B2B Social Media Work Distributed to Product Marketing and Dealer Relations

Making B2B Social Media Work Discover New Leads and Retain Customers

Listen across the B2B distribution channels like @CaterpillarInc. Tweet This!@JeffreyLCohen #radian6

Social Media Command Center Monitors over 25,000 Daily Conversations

Social Media Command Center 11 Languages

Social Media Command Center Twitter Reach is Greater than Top 12 US Newspapers

Social Media Command Center Find Every Conversation and Respond for Service, Sales and Community

Social Media Command Center Route Relevant, Timely Customer Feedback to Anyone in Company

Social Media Command Center “It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.” Manesh Mehta VP Social Media and Community

The @Dell Command Center achieved 46% more customer reach with the same employees. Tweet This!@JeffreyLCohen #radian6

Engage Athletes, Fans and Customers Real Time Feedback to Inform Marketing, Product and Communications

Engage Athletes, Fans and Customers Turn a Leading Sports Brand into a Leading Participatory Brand

Engage Athletes, Fans and Customers Realized Increases in Site Traffic, Engagement and Sales

Engage Athletes, Fans and Customers “Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.” Bonin Bough Global Director of Digital and Social Media

You don’t need a fancy room to do amazing social customer service. Tweet This!@JeffreyLCohen #radian6

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Thank You Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com amzn.to/b2bsm2Road (previous slide):http://www.flickr.com/photos/sambou/2611998145/

Social Media Monitoring: Everybody's Talking! Are You Listening

by Jeffrey L. Cohen

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Social Media Monitoring: Everybody’s Talking! Are You Listening Presentation Transcript