Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou
© 2011 Radian6
© 2011 Radian6
© 2011 Radian6
#radian6
http://www.flickr.com/photos/faceme/2677735132/
http://www.flickr.com/photos/free-stock/4816852493/
The Great Divide
Volume of Conversations                          250 million                          tweets/day
Volume of Conversations                          1.5 billion                          posts/day
Volume of Conversations                            Billions of                              blogs,                        ...
Monitoring the       volume of social       mentions       requires people       or technology.                          T...
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.             ...
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.                      ...
Integrating Feedback into Marketing                       “Refresh Everything”                       Campaign
Integrating Feedback into Marketing                        Monitored thousands of                        conversations ove...
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 ...
Discover and Build a User Community                       Inner Circle of                       Power Users, Fans and     ...
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               ...
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!...
Making B2B Social Media Work                      Listening to                      Engineers, Business                   ...
Making B2B Social Media Work                      Focus on Blogs and                      Forums
Making B2B Social Media Work                      Content                      Marketing, Product and                     ...
Making B2B Social Media Work                      Distributed to Product                      Marketing and Dealer        ...
Making B2B Social Media Work                      Discover New Leads                      and Retain Customers
Listen across the        B2B distribution        channels like        @CaterpillarInc.                            Tweet Th...
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               ...
Social Media Command Center                     Find Every                     Conversation and                     Respon...
Social Media Command Center                     Route Relevant, Timely                     Customer Feedback to           ...
Social Media Command Center                     “It is also about getting                     that information to the     ...
The @Dell        Command Center        achieved 46%        more customer        reach with the        same employees.     ...
Engage Athletes, Fans and Customers                       Real Time Feedback to                       Inform              ...
Engage Athletes, Fans and Customers                       Turn a Leading Sports                       Brand into a Leading...
Engage Athletes, Fans and Customers                       Realized Increases in                       Site Traffic,       ...
Engage Athletes, Fans and Customers                       “Every single person in                       marketing is seein...
You don’t need a        fancy room to do        amazing social        customer service.                            Tweet T...
http://www.flickr.com/photos/nathaninsandiego/5652269620/
Thank You                                                  Jeffrey L. Cohen                                               ...
Social Media Monitoring: Everybody's Talking! Are You Listening
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Social Media Monitoring: Everybody's Talking! Are You Listening

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This is an overview of social media monitoring, which starts with the basic principles of listening, measuring and engaging. It also features examples from top companies that show a variety of use cases for social media monitoring, including customer engagement, customer service, marketing efficiency, community building and customer insights.

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  • Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
  • Establish measurable goals Track meaningful metrics Use collected data wisely
  • Social Media Monitoring: Everybody's Talking! Are You Listening

    1. 1. Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou
    2. 2. © 2011 Radian6
    3. 3. © 2011 Radian6
    4. 4. © 2011 Radian6
    5. 5. #radian6
    6. 6. http://www.flickr.com/photos/faceme/2677735132/
    7. 7. http://www.flickr.com/photos/free-stock/4816852493/
    8. 8. The Great Divide
    9. 9. Volume of Conversations 250 million tweets/day
    10. 10. Volume of Conversations 1.5 billion posts/day
    11. 11. Volume of Conversations Billions of blogs, comments, communities
    12. 12. Monitoring the volume of social mentions requires people or technology. Tweet This!@JeffreyLCohen #radian6
    13. 13. Three Phases of Monitoring • Listening • Measuring • Engaging
    14. 14. Listening Brand and Product Mentions
    15. 15. Listening Discover Signal from Noise
    16. 16. Listening Monitor Competitors and Industry
    17. 17. Listening Finding Influencers
    18. 18. Measuring Set a Goal
    19. 19. Measuring Connect with Business Goals
    20. 20. Measuring Measure what you can Move
    21. 21. Engaging Respond to Questions
    22. 22. Engaging Share Valuable Content
    23. 23. Engaging Track Activities
    24. 24. Successful monitoring requires actionable goals that can be measured. Tweet This!@JeffreyLCohen #radian6
    25. 25. Building Healthier Online Communities Advice and Recommendations
    26. 26. Building Healthier Online Communities Discover Content and Recommenders
    27. 27. Building Healthier Online Communities Answer Questions and Publish Content
    28. 28. Building Healthier Online Communities Solve Customer Problems
    29. 29. Listen to customers like @GNCLiveWell so you can answer their questions. Tweet This!@JeffreyLCohen #radian6
    30. 30. Integrating Feedback into Marketing “Refresh Everything” Campaign
    31. 31. Integrating Feedback into Marketing Monitored thousands of conversations overnight
    32. 32. Integrating Feedback into Marketing Immediate feedback
    33. 33. Integrating Feedback into Marketing Changed ad spend for follow-up campaign
    34. 34. Collect real time feedback like @Pepsi to make smarter marketing decisions. Tweet This!@JeffreyLCohen #radian6
    35. 35. Discover and Build a User Community Inner Circle of Power Users, Fans and Advocates
    36. 36. Discover and Build a User Community Over 25,000 Members
    37. 37. Discover and Build a User Community Product Suggestions and Comments
    38. 38. Discover and Build a User Community Product Roadmap, Prioritize Features and Catch problem
    39. 39. Discover and Build a User Community Advocates Share and Spread Content
    40. 40. Discover and Build a User Community Recruit New Members, Find New Communities
    41. 41. Build an Inner Circle community like @IntuitInc for product reactions. Tweet This!@JeffreyLCohen #radian6
    42. 42. Making B2B Social Media Work Listening to Engineers, Business Owners and for Industrial Topics
    43. 43. Making B2B Social Media Work Focus on Blogs and Forums
    44. 44. Making B2B Social Media Work Content Marketing, Product and Service Concerns and Competitive Intelligence
    45. 45. Making B2B Social Media Work Distributed to Product Marketing and Dealer Relations
    46. 46. Making B2B Social Media Work Discover New Leads and Retain Customers
    47. 47. Listen across the B2B distribution channels like @CaterpillarInc. Tweet This!@JeffreyLCohen #radian6
    48. 48. Social Media Command Center Monitors over 25,000 Daily Conversations
    49. 49. Social Media Command Center 11 Languages
    50. 50. Social Media Command Center Twitter Reach is Greater than Top 12 US Newspapers
    51. 51. Social Media Command Center Find Every Conversation and Respond for Service, Sales and Community
    52. 52. Social Media Command Center Route Relevant, Timely Customer Feedback to Anyone in Company
    53. 53. 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
    54. 54. The @Dell Command Center achieved 46% more customer reach with the same employees. Tweet This!@JeffreyLCohen #radian6
    55. 55. Engage Athletes, Fans and Customers Real Time Feedback to Inform Marketing, Product and Communications
    56. 56. Engage Athletes, Fans and Customers Turn a Leading Sports Brand into a Leading Participatory Brand
    57. 57. Engage Athletes, Fans and Customers Realized Increases in Site Traffic, Engagement and Sales
    58. 58. 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
    59. 59. You don’t need a fancy room to do amazing social customer service. Tweet This!@JeffreyLCohen #radian6
    60. 60. http://www.flickr.com/photos/nathaninsandiego/5652269620/
    61. 61. Thank You Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com amzn.to/b2bsm2Road (previous slide):http://www.flickr.com/photos/sambou/2611998145/
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