Social Media Monitoring for Major Brands

Social Media Monitoringfor Major BrandsNeville HobsonHead of Social Media EuropeWC Group, LondonNovember 17, 2009
www.wcgglobal.com

for Leaders of Great Brands
Key Trends & Observations

Clear Behaviour Changes and Trends
We don’t trust “corporate-speak” or “marketing-speak”
We fast-forward our DVRs through the interruptions
We pull content that interests us
We create our own content, original and mashups
We embrace word of mouth and eschew mainstream media
We are connected wherever and whenever we wish
We bring our behaviours to the marketplace and to the workplace

Clear Business Trends and Focus
Key Trends
Marketers are seeking lower cost solutions
Desire for more accountable channels
High focus on reaching customers directly
Mix shifting quickly from traditional to interactive channels
Areas of Focus
Social media (CAGR of 34% to 2014: Forrester)
Search marketing, then display advertising, email marketing
Mobile marketing next

10 Important Trends
Customers are co-shaping your reputation everyday
Know exactly where conversations are occurring, who has influence and why
Leaders will identify issues before they happen
You realize that people search for content, not sites
You are a student of how the world is changing
You know that <1% of a customer’s time is spent purchasing a product
You realize that media has already changed
You know which types of social media are preferred by your customers
Your customer is discussing your brand everyday
We understand ethical behavior is a key part of maintaining trust

Customers Co-Shaping Your Reputation
Are you accidently outsourcing the building of your brand?
What is the first impression of your brand?

2nd-largest Search Engine

The Media World Isn’t Changing…
…it has already changed
Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites
Bloggers: 3 of 4 look to each other for their next story
Customers: 3 of 4 look to each other for purchase advice
Conversations: the driver of share-of-voice, influence and recommendations
Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.

The New Media

Maintaining Trust
We understand ethical behavior is a key part of maintaining trust
We don’t support flogs or splogs
We would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet?
We always practice full disclosure
That means about ghost writing, too

Disclosure
When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:
Pseudonyms:
(Option A) Never use a false or obscured identity or pseudonym.
(Option B) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization I represent and provide means for two-way communications with that alias.
“We Didn’t Know”
Clearly disclose our involvement on all blogs produced by the company or our agencies.
Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter.
Disclose any business/client relationship if I am communicating on behalf of a third party.
Provide a means of communicating with me.
Comply with all laws and regulations regarding disclosure of identity.
We will inform employees, agencies, and advocates that we have a formal relationship of these disclosure policies and take action quickly to correct problems where possible.
http://www.socialmedia.org/disclosure/identity/

The Case for Social Media Monitoring
It’s about knowing
Where the conversations are happening
What your share of the conversations is
What the conversations are that you could / should be in
Who the key influencers are who can help build your brand
It’s about expanding your news flow
Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
It’s about understanding communities
Which groups, forums and networks matter?
Who drives share of conversation in these communities?
What are the next steps in driving relationships?
It’s about leveraging existing contentand improving your natural search

The Value of Listening
A monitoring approach that tells you:
Who is driving share of conversationfor your brand
What the top issues are thatmatter to your customers
Where your customers liveonline
How you can add value foryour customers
When you should engagethe community
Why customers arepassionate on certain topics

Start Here
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

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www.wcgglobal.com

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Social Media Monitoring for Major Brands

by Neville Hobson

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