Socialscape Harnessing The Social Media Conversation

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    Socialscape Harnessing The Social Media Conversation - Presentation Transcript

    1. Martha MacPherson Leo Linder Director of Sales & Marketing Managing Partner Socialscape, a division of Emerge Technology Group Emerge Partners
    2. What is Socialscape? Socialscape services give you a real-time 360-degree view of conversations in the social atmosphere Social Blogs Networks Micro Blogs Sharing Sites *1.3 billion conversations
    3. Socialscape framework Harnessing the conversation Listen Strategize Engage Plan for the conversation Get into the conversation
    4. How does it work for you? Integrity Product Dev Real help Acquisition Perception Usability Real-time Intelligence Real-time views Features Off property Borrow concepts Disenfranchised Packaging monitoring Penetration partners Ex-Employees Effectiveness
    5. Social Media Framework Harnessing the conversation Listen Strategize Engage Plan for the conversation Get into the conversation
    6. Internet Users & Social Media 16% Increase in Social Networking Visits 48% Female Internet Users
    7. Internet Users Intent Share 86% Discuss 76% Research 89% Influence Others 56% Part of a Community 72%
    8. More Online Research Source: Economic Downturn Online Customer Survey, Q4 2008, Forrester report
    9. Online Customer Service Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
    10. Let’s Start With… Listen Strategize Engage
    11. Listen Social Media Monitoring Strategize Engage • Coverage • Measurement Social Networks • Real-Time Alerts Blogs Micro Blogs Sharing Sites Social Atmosphere * billions of comments
    12. Listen Tools that monitor …and help harness the conversation Strategize Engage Near real-time pulls Volumetric Analysis Geographical Information Sentiment Analysis Export Tools Integration Tools - API Key Features Supervised Learning (Unsupervised Learning) - Custom
    13. Tools need people too Tools only manage aggregated data and should be coupled with strong people and systems
    14. Listen Listen to What? Strategize Engage Show me the money! Measurables Customer Service Positive Comments Negative Comment Number Comments Themes in aggregate Authors Unique Authors Engagement Author Gender Authors Key Influencers Comments by Emotion Authors Location Top Domains METRICS = JUSTIFICATION
    15. Listen Compare SMM Strategize Engage Social Media Monitoring Measurables Customer Service Web Metrics Positive Comments Negative Comment Clicks Number Comments Themes in aggregate Clunks Authors Unique Authors Engagement Author Gender Views Authors Age Authors Key Influencers Impressions Comments by Emotion Authors Location Top Domains Time on site CP –whatevers
    16. Listen Find SMM Baselines First Strategize Engage Social Media Monitoring Social Media Baselines Measurables Customer Service Marketing Positive Comments Customer Service Negative Comment Sales Number Comments Human Resources Themes in aggregate Product Development Authors Unique Competitive Intelligence Authors Engagement Author Gender Authors Age Correlations Authors Key Influencers Comments by Emotion Authors Location Web Metrics Top Domains Reach Lift Spend Campaign Performance Cost Per Anything
    17. Examples Listening
    18. Listen Listen for Service Strategize Engage @ParnellJW tweets: "popchips can you get us smaller bags at jfk pls"
    19. Listen Listen for challenges Strategize Engage COMCAST UNITED AIRLINES BEST BUY Keep your eyes open Take em seriously Identify challengers
    20. Growth & Retention Why is Jordan Lee a customer? • She loves ice cream cake Is she in a worthwhile segment? • Attitude • Stated attitude • Behavior • Implied • Explicit • Geography • Demographic • Preferences • USP – Ice Cream Cake
    21. Acquisition Targeting Why is Riissa not a customer? • Geography • Other Is she in a worthwhile segment? • Who is Riissa • Who does Riissa influence • How frequently does she buy • Segment CPA • Lifetime value
    22. Listen Who is Saying It? Strategize Engage
    23. Listen Domains Strategize Engage
    24. Listen Geography Strategize Engage
    25. Listen Sentiment Strategize Engage Carrier A Carrier B Carrier C
    26. Key Points • People want lifestyle smartphones yield – Not concerned about “Which Phone” – “There is an APP for that” – Apple – Say they want “just a phone that…” • New customers will come from the competition – Biggest decline in handset sales since 1983 – People think they will get a better deal by moving to another carrier
    27. Listen Findings Report Strategize Engage
    28. Putting it all together What do we now know?
    29. Listen What Authors look like Strategize Engage • Meet Anna (cityc2001) Was born and raised in Oklahoma •Loves nights on the town •City life Demographics: •Feeling like a princess •Designer with a college degree •Music Enthusiast •Single •27 years old •Lives in New York City (2 Years) •Shops online frequently •321 Facebook •Desires luxury products on a “budget” •49 Twitter Followers •Frequently asks her community for advice •138 Blog Readers •Posts online messages daily •8 Favorite Bands on MySpace
    30. Peek at Strategy Listen Strategize Engage
    31. Listen What Do Marketers Really Care About? Strategize Engage Customer Acquisition & Market Loyalty Research Demand Generation Market Reach Cost per Lead Brand Building Conversion Communication Rates Public Relations Target Audience
    32. Listen Hey, Big Spenda! Strategize Engage $ TV OUTBOUND Radio E-Mail Print Facebook LinkedIn Twitter INBOUND Blogs Message Boards Communities SMM = Justification
    33. Social & Customer Segments Source: February 2008 “Redefining High-Value Customers” report.
    34. Engagement Listen Strategize Engage
    35. Listen Strategize Engage Communication Equals Trust
    36. Listen Trust Strategize Engage Source: Forrester’s North American Technographics Benchmark Survey
    37. Listen Strategize Engage Share Your Content
    38. Listen Use Chiclets! Strategize Engage Photo courtesy: victorysweets.com
    39. Listen Not Those Chiclets… Strategize Engage
    40. Social Media http://www.livepositively.com/
    41. Review Harnessing the conversation Listen Strategize Engage Plan for the conversation Get into the conversation
    42. Summary Listen – People, Process & Tools – Outsource or Internal – Social Media Experts Strategy – Align with Marketing Objectives – Clear metrics Engagement – Keep it simple – Trust – Know you will be heard
    43. Thank you very much! Martha MacPherson Director of Sales & Marketing, Emerge Partners mmacpherson@emergepartners.com Twitter: Socialscape www.socialscape.biz
    44. Additional Credits Photos courtesy: istockphoto.com, www.how-to-draw-funny-cartoons.com ehow.com http://farm4.static.flickr.com/3181/2752712624_e4a87c96d1.jpg Jerry MaGuire 1996 photo
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