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Social 360


A slide deck I designed to showcase the uses of social media from a business perspective using Sysomos tools Heartbeat and MAP.

A slide deck I designed to showcase the uses of social media from a business perspective using Sysomos tools Heartbeat and MAP.

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  • First/Last Spike – Much larger volume of News/Blogs then any of the other spikes noticed.
  • First/Last Spike – Much larger volume of News/Blogs then any of the other spikes noticed.
  • Average 1184 Followers per tweeter.61% Positive Conversation = 6.2 Million positive impressions
  • 3020 Followers per tweeter.60% Negative Tweets = 44.9 Million negative impressions
  • 2068 followers per tweeter.59% Positive Tweets = 45.7 Million positive impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • Gap Spikes – Combined total roughly 55,000 conversations.Starbucks Spike – Roughly 20,000On Average SBUX garners about 3.5x more conversation then the GAP.


  • 1. social 360
  • 2.
  • 3. Today’s Presenters
    Nygel WeisharSocial Media & Community Relations Specialist
    Edmund Clarke
    Senior Account Manager
  • 4. Today’s Topics
    Where does Sysomos fit in the picture?
    Deeper Insights into Social Data.
    Engagement, a Crash Course.
    Reporting: When, Why, and How.
  • 5. Data Collection
  • 6. TheChallenge
    Billions of Conversations
    Unstructured & Dispersed data
    Multiple Languages
    High signal to noiseratio
    How to interact,
    who to interactwith
    What and how to contribute
  • 7. TheOpportunity
    Public Relations
    Customer Service
  • 8. Analytics
    Public Relations
    Customer Service
  • 9. MAP
    (Media Analysis Platform)
    • Unlimited access to billions of social media conversations.
    • 10. Historical database spanning back two years.
    • 11. Conduct in-depth research to draw new insights and prepare detailed reports.
    • 12. Ability to apply a full suite of analytics tools.
  • Heartbeat
    Monitor, Measure, Engage
    • Monitor all conversations pertinent to you and your competition.
    • 13. Engage key influencers and opinion leaders directly from the platform.
    • 14. Integrate Twitter and Facebook Fanpages to provide further analysis.
    • 15. Notify team members of your team through the native CRM or email alerts.
  • No single statistic will prove your point. You must aggregate social stats into concepts.
    Points of interest you may include in your reports:
  • Verticals
    Produced by running compare reports in MAP and then compiling the CSV exports in excel.
  • 20. Global Intelligence
    Geography report produced in Heartbeat combining, country, state, and language statistics. Gender also taken from Heartbeat.
  • 21. Deeper Comparisons
    Comparison report under the Heartbeat compare tab.
  • 22. Deeper Comparisons
    Competitors have been replaced with main tags to provide an industry analysis.
  • 23. Deeper Comparisons
    Added “shure” to the “Within” drop down to compare against industry.
  • 24. Toronto Maple Leafs Example
  • 25. Top Influencer
  • 26. Why Bieber?
  • 27. Why not others?
  • 28. Proactive Influencer Search
  • 29. Proactive Influencer Search
  • 30. Conversation Drivers
    Tell A Story: Research In Motion
  • 31. High Level Snapshot
    Conversations Between Sept 21, 2010 – Sept 21, 2011
    Sentiment Ratio
    North America
    California – 15%
    New York – 14%
    Ontario – 12%
    Texas – 5%
    Arizona – 4%
    Quebec – 3%
    Other – 47%
    Twitter – 25.1 Million
    Forums – 2.5 Million
    Blogs – 2.3 Million
    News – 737,633
  • 32. Conversation Volumes
  • 33. Conversation Volumes
    Tweet Counts
  • 34. Spike Analysis
  • 35. Spike Analysis
  • 36. September 27, 2010
    RIM Launches the Blackberry Playbook
    TweetCount: 276,981
    Reach: 493 Million
    Sentiment Ratio
  • 37. October 8, 2010
    UAE Announces reversal of ban on BBM Technology
    TweetCount: 99,518
    Reach: 143 Million
    Sentiment Ratio
  • 38. February 18, 2011
    Ubertwitter is shut down via twitter.
    TweetCount: 107,942
    Reach: 154 Million
    Sentiment Ratio
  • 39. June 6-8, 2011
    Apple announces major competitor to BBM called iMessage.
    TweetCount: 284,628
    Reach: 240 Million
    Sentiment Ratio
  • 40. July 27, 2011
    RIM Cuts 2000 jobs.
    TweetCount: 100,579
    Reach: 110 Million
    Sentiment Ratio
  • 41. August 8-10, 2011
    RIM temporarily disables BBM service to counter riot organization.
    TweetCount: 310,063
    Reach: 233 Million
    Sentiment Ratio
  • 42. September 15, 2011
    RIM announces Q2 earnings report.
    TweetCount: 228,928
    Reach: 445 Million
    Sentiment Ratio
  • 43. Negative Impact
    (Neg. Sentiment Ratio X Reach)
  • 44. Negative Impact
    (Neg. Sentiment Ratio X Reach)
  • 45. Tips & Tools Used
    • Explore!
    • 46. The same story doesn’t often exist twice
    • 47. In addition to Sysomos
    • 48. Screenshot capture tool
    • 49. csv export
    • 50. buzzgraph
    • 51. excel
    • 52. Think outside the box
    • 53. You’re part of the first generation of social analyzers, think like one!
  • Stats Wrap Up
    Social Media and it’s aggregated data can
    be used in countless ways. What we’re seeing
    is only the tip of the ice berg.
    • Verticals
    • 54. Geo-Demographics
    • 55. Negative Impact
    • 56. Conversation Drivers
    • 57. Influencer Identification
    • 58. Deeper Comparisons
  • Benefits of Engagement
    • Analyzing social is only the reactive side to a social media strategy.
    • 59. Engaging in social media spans far beyond simply having a presence.
    • 60. Provide additional value to your clients through offering engagement strategies/management.
  • Engagement
    Engagement - Defined
    1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.
    2. to attract and hold fast: The novel engaged her attention and interest.
    3. to undergo or cause to undergo interlocking, as of the components of a driving mechanism
    4. to attract or please: His good nature engages everyone.
  • 61. Social Engagement
    1. Tweeting
    2. Blogging
    3. Facebook’ing
    4. YouTub’ing
    5. Quora’ing
    6. Google+’ing
    7. The list goes on…
  • 62. Effective Engagement
    Be a part of the conversation
    Listen before you speak
    Speak to relevant topics
    Be Honest/Transparent
    Have an actionable goal
  • 63. Reasons to engage?
    Types of Engagement
    General Awareness
    Customer Service
    Crisis Communications
    Product/Offer Development
  • 64. General Awareness
    People are talking – Have a presence
    Community Management
    Reach thousands instantly
    Information dissemination
    Point of contact
    Users EXPECT your presence
  • 65. Influencer Monitor Strategy
    If possible, try and engage everyone that mentions you
    If not, use influencer monitoring strat.
    Use Top Influencers tool
    Build tag of top influencers
    Add new in time
  • 66. Customer Service
    Social is Personal
    Give the CS dept. a personality facelift
    Social is Fast
    One of the quickest ways to reach clients
    Social is Public
    Let everyone share in your CS triumphs
  • 67. Customer Service Monitor
    Utilize Heartbeat’s Workflow Management System
    Track all client engagements
    Automated alerts focusing around “help”related terms
  • 68. Promotions
    Extremely cost effective way to reach large audience
    Can be much more targeted
  • 69. Promotions Monitor
    Track for mentions of your brand, product, industry
    Proactively offer deals to already interested users
    Promos to dissatisfied potential switchers
  • 70. Crisis Communications
    Fastest way to understand when something is going wrong
    Makes reaction time incredibly faster
    Disseminate accurate information with a broad reach, quickly, for free
  • 71. Crisis Monitoring
    Proposed New Logo:
    Volume around conversation:
  • 72. Crisis Monitoring
    Logo Revision:
    Volume around conversation:
  • 73. Benchmark the Conversation
  • 74. Traditional Product/Offer Development
    Traditional Approach
    Focus Groups
    Costly practice
    Mistakes are even more expensive
  • 75. Times Are Changing
    Social Media monitoring is providing the same (if not more) information
    Eliminate Survey Bias
    Instant Feedback
    Track Changes
  • 76. Product/Offer Development How To
    The BIG Four
    Facts and Statistics
    Helps build cases when developing
    Evolving Trends and Markets
    Have products ready for sale at perfect time
    Seasonal Buying Trends
    Insights into whats coming next
    Key Social Influencers
    Some of the best people to talk to
    Key Social Influencers
    Some of the best people to talk to
  • 77. Engagement Do-Not’s
    Be Slow or inconsistent
    Over spam people
  • 78. Engagement Do-Not’s
    Or this…
  • 79. Heartbeat or MAP?
  • 80. Differentiators
  • 81. Differentiators
  • 82. What’s in it for you?
    MAP will allow you to deliver comprehensive audit reports to your client on not only their brand, product or service but also on any topic within their industry.
    Service multiple clients with comprehensive month end reports
    Identify trends and influencers on any topic across the social media landscape
    Enabling you to develop comprehensive outreach strategies for your client – reaching the right people in the right places
    New Business Pitches
  • 83. What’s in it for you?
    Real time monitoring measurement and engagement
    Pre set searches – track what is important to you or your client
    Subcategorize conversations – helping you to deliver actionable insights to inform your clients social media strategy
    Real time email alerting and RSS feeds making sure you never miss a beat relating to your clients online presence.
    Engage in conversations directly within the system
    Integrate seamlessly with your end clients ecrm systems for integrated outreach and customer care
    Integrate your facebookfanpage for monitoring and automoderation
  • 84. Building a Report
    What is the purpose:
  • Exploratory
    Who: Prospective and Current clients currently not engaged in social
    What: Report outlining current state of social media.
    When: Organization has no strategy/familiarity w/ social media.
    Why: A great opportunity to showcase for clients the amount of potential social media networks can provide and currently how they stand.
  • 90. Exploratory
    The Goal:
    • Include spike analysis over 2 year period
    • 91. What happened, when, and why
    • 92. The less share of voice, the greater opportunity for growth
    • 93. Point out areas of weakness, and offer ways to potentially improve
  • Statistical Recap
    Who: Clients/prospects who have small/medium sized social operations.
    What: Highlighting simple areas of strength & weakness. Meant to validatesocial efforts/potential of social media.
    When: Client has some knowledge ofsocial media and deploys simple baseline strategies.
    Why: Often the “straw that breaks the camels back” when it it comes to deciding to deployand engagement strategy
  • 94. Statistical Recap
    AND OR
    The Goal:
    • Applaud current efforts by showcasing growth/evolution in applicable areas.
    • 95. Point out areas of improvement
    • 96. Sentiment, Demos, Geography, Reach, SOV
    • 97. Use Recap to build a case for deploying social mediacampaign/engagement strategy
  • Campaign Tracking
    Who: Clients who currently deploy social media strategically in various capacities.
    What: Provide results tracking based on key deliverables and/or predefined benchmarks.
    When: Client/Prospect who could benefitfrom understanding how their currentSocial campaigns are winning/losing.Why: Without benchmarksand deliverables to track andmeet, it becomes much harderto prove that you are providingvalue to your client
  • 98. Campaign Tracking
    The Goal:
    • Set benchmarks/deliverables before campaign start
    • 99. Share of voice growth, sentiment increase, engagement level, reach, etc.
    • 100. Heartbeat should track all relevant companies/brands (including comp.)
    • 101. Organize tags into campaign specific terms
    • 102. Track competitors campaignsif existing
  • Insights
    Who: Client/Prospect has worked with monitoring toolsbefore and understands social.
    What: Information that goesbeyond the “What happened”.
    When: Simple engagement/influencer strategy is no longer effective
    Why: Client/Prospect is looking to improve their currentstrategy and is looking for ways to improve.
  • 103. Insights
    The Goal:
    • Provide more then just simple baseline numbers
    • 104. Combine different tools for deeper looks
    • 105. Provide recommendations on ways to improve
  • Wrap-Up
    • Deeper analysis comes, when you think outside the box
    • 106. Being engaged is the only way to succeed in social media
    • 107. Depending on the “social acceptance/employment” of client, reports will vary in focus and length – Be sure pick the right style
  • Finally – We’re here to help!
    • Our account management team is always willing to help you in your analysis.
    • 108. Don’t ever hesitate to contact us.
    • 109. Always feel free to contact us through social.
    • 110. Twitter
    • 111. Facebook
    • 112. Google+
    • 113. Our Blog
  • Questions?
    Nygel WeisharSocial Media & Community Relations Specialist
    Edmund Clarke
    Senior Account Manager
  • 114.
  • 115. social 360