Monitoring The Social Media Conversation Vocus Webinar

Monitoring the Social Media Conversation: From Twitter to Facebook Richard Lomas Manager of Account Development Vocus

Jenni Lloyd Social Media Strategist, NixonMcInnes

15 years’ experience in digital marketing across entertainment, travel, finance and not-for-profit sectors.

Lead strategist with the UK’s largest team of Social Media specialists.

Jenni creates and delivers social media strategies that bring major brands into social spaces to successfully engage with their audience.

Current clients include Coca Cola, T-Mobile and Cooperative Financial Services.

Neil Stinchcombe BA, ACMA Managing Director, Eskenzi PR

Director of Eskenzi PR for 12 years

Heading agency’s activities in Social Media tools and monitoring - including campaigns on Facebook, Linked-In, Twitter and YouTube

Previously European Financial Director and Managing Director of the French division of software development company, Datawatch

Before that FD for CPB, one of UK’s top design consultancies a division of WPP PLC

What is Social Media and Why is it Important?

Social Media - the latest tool by which people are reading and sharing news, views, information and content

Plus – it’s fast, constantly changing user-generated content, which creates an instant dialogue between company and customer

Minus – user-generated content is a double-edged sword: for irate user-customers Social Media can provide a public space for frank, Watchdog-style criticism of a company – with potential implications for that company’s image

So Social Media needs to be monitored, and its content engaged with. In public - to turn a minus into the plus - instant dialogue between company and customer

IMPORTANCE – For PR, it is another route to our clients’ key audience. However, it is a method where you can achieve instant feedback

Examples of Social Media Sites Social Media Program

Social Media Tools Used:

Social Media Press Releases

Social Networks – all clients have presence on Facebook, YouTube, LinkedIn

Microblogs: Twitter

Social News sites: Digg, Delicious, Reddit

Blogs – clients own blogs as well as influencing bloggers

Social Media Releases

Content

Text News

Video

Graphics

Cartoons

Photos

Podcast

Contact details

Widgets, Gadgets, Games and other web 2.0 apps

http://www.prweb.com/releases/2009/05/prweb2434214.htm

Cartoon

Blogs Engagement Strategy

Ignore them at your peril

Your customers will read them

How do you engage with the bloggers?

Which ones should you influence?

What do bloggers like - How do they communicate?

Monitoring and Feedback

Tools to use

Your Key Audiences

Which social media audiences are important?

How do you find them?

How do you build a social media strategy?

How do you contact the different social media creators?

The three C’s - Content, Context and Contacts

What’s the difference between good social media PR and traditional PR?

Strategy to Reach Audiences

Define key messages

Define communication channels

Decide what you’re going to communicate

Tone the message according to the platform

What tools will you use?

Who are your key spokespeople?

Treat social media as you would any other traditional communication channel

Q&As for teams that respond to social media can be low level customer support up to Executives

Escalation policy

Disaster response

Social Media Monitoring Tools

Radian 6

Millward Brown

Vocus

Meltwater

TweetBeep or FiltrBox

Google Alerts

Seesmic Desktop, Tweetdeck, Twirl and other similar tools

Social Media Reporting

Thanks Neil!

He’s given us a great look into the world of social media for PR

I’m going to speak from a brand owner’s perspective, taking you through some of the steps we use to help clients move into a more conversational relationship with consumers

Now for a very small amount of shameless promotion  …

Who are NixonMcInnes?

The UK’s largest dedicated team of social media specialists; founded in 2000

Full service social media agency: strategy, network mapping, outreach, design, build & community management

Thought leaders: instigators of ‘MeasurementCamp’

Hands Up (Virtually) if You…

Know what social media is

Results…

Use social media yourself

Results…

Are happy that you can explain the value of your social media to your colleagues

Results…

There’s a Fundamental Shift

We can no longer see our websites as a destination

We have to recognise that consumers are playing elsewhere

Conversations about us are happening between consumers anyway – we can’t control them

If we want to talk to them, we need to be where the conversation is

To start a conversation we have to have something relevant / interesting / useful / entertaining to say

We have to understand the cultural norms of these spaces that we don’t own

Coca-cola Have Got the Right Idea… Adam Brown, digital communications director at Coca-Cola

Skittles took it as far as it can go (and maybe further than it should…)

But enough about them… what about you? How can you join the conversation - without upsetting legal and/or spending all day on Twitter?

It’s not about technology

Twitter / Facebook etc are just tools

Technology is changing all the time - and communities shift, morph and change allegiance

You need a sound strategy before you can be successful!

First Things First - Who are Your Customers?

What are they ready for?

Assess how your customers will engage, based on what they’re already doing

read / watch / listen

social networking

use RSS, tag and vote on other people’s content

rate / review / comment / post to forum / comment

create content

Where are they playing already?

What is it You Want to Achieve?

Forrester Groundswell model

Listening

Understand your customers better & generate insight

Talking

Participate in conversations with customers & help them talk to each other

Energising

Identify your fans & help them help you market your services

Supporting

Help your customers support each other

Embracing

Integrate your customers insight into your service/product development process

This Isn’t Just a Job for Marketing or PR

Social Media Spans the Whole Business

Listening = research

Talking = marketing

Energising = sales

Supporting = customer support

Embracing = service development

And what about Legal?

And Brand?

Set-Up a Social Media Council

Plan for success by setting the foundations to support effective organisational change

Identify & mitigate risks through multi-discipline workshops

Develop strategy and schedule

Develop content plan

Identify resources

Train

Develop & share ‘rules of engagement’

Create & optimise social media properties and/or social hub

Measure, iterate & optimise

Listening is the Primary Activity (One Mouth, Two Ears)

Map your communities of interest

Identify key influencers

Determine topics & sentiment

Establish success metrics / KPIs

Use a monitoring tool to set benchmarks before activity begins

Share with the business

Your brand is what your customers say it is

Start Talking

Nerve wracking but OK if you’ve prepared well

Work out what you’re going to say, who’s going to say it and how will risk be managed

Monitor and measure effect of activity

Develop a feedback loop into the rest of the business - don’t let the insight go to waste!

Ditch the campaign mentality - a community is for life, not just for Christmas

Measure It

Focus on measuring engagement - it’s no longer just about eyeballs

Determine impact on sentiment / reputation

Tie-in with website analytics

Segment referred traffic and review differences in behaviour

Make use of third party tools (bit.ly etc)

Share with the business through actionable insights and a focus on trends rather than pure data

Feed back insights into your programme - learn, change, adapt – use insight from your customers to be remarkable

One of our clients runs a loyalty programme

One of our first actions was to design and build a blog as a feedback channel to the main site.

Acting as a rapid publishing platform the blog both enables consumers to comment and converse about the programme and provides the client with valuable feedback with which they can improve their offer to consumers.

We also redistribute content published to the blog to other social spaces, such as Facebook and Twitter, through RSS feeds.

We worked with internal stakeholders in the marketing, PR and legal team to establish a moderation and escalation process and now moderate the very active blog on a daily basis.

We also run a very successful Twitter presence, with the number of followers having doubled week on week since launch.

What Does All This Mean in Practice?

The Blog: Page Views and Visits

The Blog: Traffic and On-Site Registrations

Twitter: The Engagement Scale Awareness passive follower active follower inquisitive follower Winners Strangers Evangelists strangers – no awareness of the brand on twitter Identified through searching twitter for relevant conversation topics and targeted with relevant messaging to encourage following. awareness – know of the brand but not a follower Identified through searching twitter for brand terms and signposted to our profile to encourage following. passive follower – following but not engaged Encouraged to engage with us through asking questions, serving them offers and signposting to content. active follower – following and engaged on a low level Talking to others about us, but not to us – we will contribute to their conversations to drive engagement with us and your site. inquisitive followers – following and engaged directly with us Talking directly to us – we will engage with them, providing useful information and help to create loyalty. evangelists – engaged followers that are our advocates Followers who regularly retweet our messages and offers, signpost people in their network to us and generally help us further grow our followers.

Twitter Metrics Evangelists Opted-in

Buzz Monitoring Buzz this week mainly: _Twitter conversations _Discount/Freebie sites (general discussions) _Requests for points 94 mentions this week with a sentiment score of 0.9. This is a 59% increase in mentions since last week. Twitter is site with most mentions this week (63) – this includes a lot of buzz generated by official account and its followers Buzz: week on week

Thank you! [email_address] nixonmcinnes.co.uk/people/jenni twitter.com/jennilloyd slideshare.net/jennilloyd tealady.soup.io Now over to Richard for the Q&A…

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