MONITOR noun 1. something that
serves to remind or give warning. 2. a device or arrangement for observing, detecting, or recording the operation of a machine or system, especially an automatic control system.
LISTENING (ONLINE) Source: The Now
Revolution Technology used to assemble a collection of keyword-based searches online that help you locate mentions and instances of those keywords on the Web.
What Might You Listen For?
‣ Your Brand — company name, brands, products, campaigns, people, stakeholders (misspellings!), not just your social usernames ‣ Competition — might include different keywords ‣ Industry Discussion — terms and phrases used to describe your industry
Advanced Monitoring Tools ‣ Pay
$20 per month to $10,000 a month ‣ Which Tool Depends on Your Goals ‣ Advanced Features Including — more searches, speed, historical data, more metrics such as sentiment and influencer analysis, response tools (engage within the listening post), reporting, workflow (assignments)
Listening Impacts ... ‣ Sales
— not common but listening can find in-market people searching ‣ Marketing — making sure brand mentions are on-message, etc.; means of monitoring buzz ‣ Customer Service — big need; sometimes support issues don’t even @ mention which is where good tools come in — especially ones tied to CRM ‣ Market Research — monitoring chatter around industry — trends; competitive monitoring as well ‣ HR — monitor employees and attract new talent
Final Thoughts on Monitoring ‣
Builds a More Social Business and Brand ‣ Reputation Management Is Key ‣ Varying Levels of Listening Happening at Orgs — none to basic to advanced ‣ Most Organizations Dedicate More Budget to ‘Talking’ vs. Listening — This is changing
Website Metrics ‣ Pages Visited
— Sales/Product Pages ‣ What Pages They Came From ‣ Time Spent on Site ‣ Page-to-Page Path Followed ‣ Search Terms That Brought Them to the Site ‣ Geography ‣ Time of Day
Align Objectives with Metrics ‣
Branding — web analytics such as visitors; share of voice compared to competition; traffic from social ‣ Community Building — interactions, subscriptions ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers
Klout as a Performance Metric
— What It Actually Measures: ‣ Creating Social Conversations and Content ‣ Developing an Audience that Cares and Shares ‣ Establishing a Following Among “Influencers”
Final Thoughts ‣ M &
M = Social Good to Great ‣ Think Continuum — Monitoring > Engaging > Measuring ‣ Social Business Objective Must Come First — Informs Monitoring and Measuring ‣ FACT: Many Social KPIs Are Qualitative