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Social 360
Social 360
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Social 360

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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.
  • Transcript

    • 1. social 360<br />
    • 2.
    • 3. Today’s Presenters<br />Nygel WeisharSocial Media & Community Relations Specialist<br />Edmund Clarke<br />Senior Account Manager<br />@nweishar<br />
    • 4. Today’s Topics<br />Where does Sysomos fit in the picture?<br />Deeper Insights into Social Data.<br />Engagement, a Crash Course.<br />Reporting: When, Why, and How.<br />
    • 5. Data Collection<br />
    • 6. TheChallenge<br />Billions of Conversations <br />Unstructured & Dispersed data<br />Multiple Languages<br />High signal to noiseratio<br />How to interact,<br />who to interactwith<br />What and how to contribute<br />
    • 7. TheOpportunity<br />Analytics<br />Monitoring<br />Research<br />Public Relations<br />Customer Service<br />Strategizing<br />Measuring<br />Forecasting<br />
    • 8. Analytics<br />Monitoring<br />Research<br />Public Relations<br />Customer Service<br />Strategizing<br />Measuring<br />Forecasting<br />
    • 9. MAP <br />(Media Analysis Platform)<br /><ul><li>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. </li></li></ul><li>Heartbeat<br />Monitor, Measure, Engage<br /><ul><li>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.</li></li></ul><li>No single statistic will prove your point. You must aggregate social stats into concepts.<br />Points of interest you may include in your reports:<br /><ul><li> Verticals
    • 16. Geo/Demographics
    • 17. Deep Comparisons
    • 18. Influencer Report
    • 19. Conversation Drivers</li></li></ul><li>Verticals<br />Produced by running compare reports in MAP and then compiling the CSV exports in excel.<br />
    • 20. Global Intelligence<br />Geography report produced in Heartbeat combining, country, state, and language statistics. Gender also taken from Heartbeat. <br />
    • 21. Deeper Comparisons<br />Comparison report under the Heartbeat compare tab. <br />
    • 22. Deeper Comparisons<br />Competitors have been replaced with main tags to provide an industry analysis. <br />
    • 23. Deeper Comparisons<br />Added “shure” to the “Within” drop down to compare against industry. <br />
    • 24. Toronto Maple Leafs Example<br />
    • 25. Top Influencer<br />
    • 26. Why Bieber?<br />
    • 27. Why not others?<br />
    • 28. Proactive Influencer Search<br />
    • 29. Proactive Influencer Search<br />1<br />2<br />3<br />4<br />5<br />
    • 30. Conversation Drivers<br />Tell A Story: Research In Motion<br />
    • 31. High Level Snapshot<br />Conversations Between Sept 21, 2010 – Sept 21, 2011<br />Sentiment Ratio<br />1:1.6<br />North America<br />California – 15%<br />New York – 14%<br />Ontario – 12%<br />Texas – 5%<br />Arizona – 4%<br />Quebec – 3%<br />Other – 47%<br />Twitter – 25.1 Million<br />Forums – 2.5 Million<br />Blogs – 2.3 Million<br />News – 737,633<br />
    • 32. Conversation Volumes<br />
    • 33. Conversation Volumes<br />Tweet Counts<br />276,981<br />301,063<br />284,628<br />228,928<br />100,579<br />107,942<br />99,518<br />
    • 34. Spike Analysis<br />
    • 35. Spike Analysis<br />
    • 36. September 27, 2010<br />RIM Launches the Blackberry Playbook<br />TweetCount: 276,981<br />Reach: 493 Million<br />Sentiment Ratio<br />1:1.3<br />
    • 37. October 8, 2010<br />UAE Announces reversal of ban on BBM Technology<br />TweetCount: 99,518<br />Reach: 143 Million<br />Sentiment Ratio<br />1:1.6<br />
    • 38. February 18, 2011<br />Ubertwitter is shut down via twitter.<br />TweetCount: 107,942<br />Reach: 154 Million<br />Sentiment Ratio<br />1:3.5<br />
    • 39. June 6-8, 2011<br />Apple announces major competitor to BBM called iMessage.<br />TweetCount: 284,628<br />Reach: 240 Million<br />Sentiment Ratio<br />1:1.8<br />
    • 40. July 27, 2011<br />RIM Cuts 2000 jobs.<br />TweetCount: 100,579<br />Reach: 110 Million<br />Sentiment Ratio<br />1:2.3<br />
    • 41. August 8-10, 2011<br />RIM temporarily disables BBM service to counter riot organization.<br />TweetCount: 310,063<br />Reach: 233 Million<br />Sentiment Ratio<br />1:2.8<br />
    • 42. September 15, 2011<br />RIM announces Q2 earnings report. <br />TweetCount: 228,928<br />Reach: 445 Million<br />Sentiment Ratio<br />1:5.5<br />
    • 43. Negative Impact<br />(Neg. Sentiment Ratio X Reach)<br />652.4<br />640.9<br />539<br />432<br />253<br />228.8<br />
    • 44. Negative Impact<br />(Neg. Sentiment Ratio X Reach)<br />2447.5<br />
    • 45. Tips & Tools Used<br /><ul><li>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!</li></li></ul><li>Stats Wrap Up<br />Social Media and it’s aggregated data can <br />be used in countless ways. What we’re seeing <br />is only the tip of the ice berg.<br /><ul><li> Verticals
    • 54. Geo-Demographics
    • 55. Negative Impact
    • 56. Conversation Drivers
    • 57. Influencer Identification
    • 58. Deeper Comparisons</li></li></ul><li>Benefits of Engagement<br /><ul><li>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.</li></li></ul><li>Engagement<br />Engagement - Defined <br />1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.<br />2. to attract and hold fast: The novel engaged her attention and interest.<br />3. to undergo or cause to undergo interlocking, as of the components of a driving mechanism<br />4. to attract or please: His good nature engages everyone.<br />
    • 61. Social Engagement<br />1. Tweeting<br />2. Blogging<br />3. Facebook’ing<br />4. YouTub’ing<br />5. Quora’ing<br />6. Google+’ing<br />7. The list goes on…<br />
    • 62. Effective Engagement<br />Be a part of the conversation<br />Listen before you speak<br />Speak to relevant topics<br />Be Honest/Transparent<br />Have an actionable goal<br />
    • 63. Reasons to engage?<br />Types of Engagement<br />General Awareness<br />Customer Service<br />Promotions<br />Crisis Communications<br />Product/Offer Development<br />
    • 64. General Awareness<br />People are talking – Have a presence<br />Community Management<br />Reach thousands instantly<br />Information dissemination<br />Point of contact<br />Users EXPECT your presence<br />
    • 65. Influencer Monitor Strategy<br />If possible, try and engage everyone that mentions you<br />If not, use influencer monitoring strat.<br />Use Top Influencers tool<br />Build tag of top influencers<br />Add new in time<br />
    • 66. Customer Service<br />Social is Personal<br />Give the CS dept. a personality facelift<br />Social is Fast<br />One of the quickest ways to reach clients<br />Social is Public<br />Let everyone share in your CS triumphs<br />
    • 67. Customer Service Monitor<br />Utilize Heartbeat’s Workflow Management System<br />Track all client engagements<br />Automated alerts focusing around “help”related terms<br />
    • 68. Promotions<br />Extremely cost effective way to reach large audience<br />Can be much more targeted <br />
    • 69. Promotions Monitor<br />Track for mentions of your brand, product, industry<br />Proactively offer deals to already interested users <br />Promos to dissatisfied potential switchers<br />
    • 70. Crisis Communications<br />Fastest way to understand when something is going wrong<br />Makes reaction time incredibly faster<br />Disseminate accurate information with a broad reach, quickly, for free<br />
    • 71. Crisis Monitoring<br />Proposed New Logo:<br />Volume around conversation:<br />
    • 72. Crisis Monitoring<br />Logo Revision: <br />Volume around conversation:<br />
    • 73. Benchmark the Conversation<br />1:3<br />3:1<br />
    • 74. Traditional Product/Offer Development<br />Traditional Approach <br />Focus Groups<br />Surveys<br />Costly practice<br />Mistakes are even more expensive<br />
    • 75. Times Are Changing<br />Social Media monitoring is providing the same (if not more) information<br />Eliminate Survey Bias<br />Instant Feedback<br />Track Changes<br />
    • 76. Product/Offer Development How To<br />The BIG Four<br />Facts and Statistics<br />Helps build cases when developing<br />Evolving Trends and Markets<br />Have products ready for sale at perfect time<br />Seasonal Buying Trends<br />Insights into whats coming next<br />Key Social Influencers<br />Some of the best people to talk to<br />Key Social Influencers<br />Some of the best people to talk to<br />
    • 77. Engagement Do-Not’s<br />Lie<br />Be Slow or inconsistent<br />Over spam people<br />
    • 78. Engagement Do-Not’s<br />Or this…<br />
    • 79. Heartbeat or MAP?<br />
    • 80. Differentiators <br />
    • 81. Differentiators <br />
    • 82. What’s in it for you?<br />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.<br />Service multiple clients with comprehensive month end reports<br />Identify trends and influencers on any topic across the social media landscape<br />Enabling you to develop comprehensive outreach strategies for your client – reaching the right people in the right places<br />New Business Pitches<br />
    • 83. What’s in it for you?<br />Real time monitoring measurement and engagement<br />Pre set searches – track what is important to you or your client<br />Subcategorize conversations – helping you to deliver actionable insights to inform your clients social media strategy<br />Real time email alerting and RSS feeds making sure you never miss a beat relating to your clients online presence.<br />Engage in conversations directly within the system<br />Integrate seamlessly with your end clients ecrm systems for integrated outreach and customer care<br />Integrate your facebookfanpage for monitoring and automoderation<br />
    • 84. Building a Report<br />What is the purpose:<br /><ul><li>Exploratory
    • 85. Social Audit
    • 86. Prospects
    • 87. Statistical Recap
    • 88. Campaign Tracking
    • 89. Insights</li></li></ul><li>Exploratory<br />Who: Prospective and Current clients currently not engaged in social<br />What: Report outlining current state of social media.<br />When: Organization has no strategy/familiarity w/ social media.<br />Why: A great opportunity to showcase for clients the amount of potential social media networks can provide and currently how they stand.<br />
    • 90. Exploratory<br />How:<br />The Goal:<br /><ul><li>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</li></li></ul><li>Statistical Recap<br />Who: Clients/prospects who have small/medium sized social operations.<br />What: Highlighting simple areas of strength & weakness. Meant to validatesocial efforts/potential of social media.<br />When: Client has some knowledge ofsocial media and deploys simple baseline strategies.<br />Why: Often the “straw that breaks the camels back” when it it comes to deciding to deployand engagement strategy<br />
    • 94. Statistical Recap<br />How:<br />AND OR<br />The Goal:<br /><ul><li>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</li></li></ul><li>Campaign Tracking<br />Who: Clients who currently deploy social media strategically in various capacities.<br />What: Provide results tracking based on key deliverables and/or predefined benchmarks.<br />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<br />
    • 98. Campaign Tracking<br />How:<br />The Goal: <br /><ul><li>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 </li></li></ul><li>Insights<br />Who: Client/Prospect has worked with monitoring toolsbefore and understands social.<br />What: Information that goesbeyond the “What happened”. <br />When: Simple engagement/influencer strategy is no longer effective<br />Why: Client/Prospect is looking to improve their currentstrategy and is looking for ways to improve. <br />
    • 103. Insights<br />How: <br />AND<br />The Goal: <br /><ul><li>Provide more then just simple baseline numbers
    • 104. Combine different tools for deeper looks
    • 105. Provide recommendations on ways to improve</li></li></ul><li>Wrap-Up<br /><ul><li>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</li></li></ul><li>Finally – We’re here to help!<br /><ul><li>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</li></li></ul><li>Questions?<br />Nygel WeisharSocial Media & Community Relations Specialist<br />@nweishar<br />in/nweishar<br />nweishar@gmail.com<br />nweishar@sysomos.com<br />Edmund Clarke<br />Senior Account Manager<br />in/edmundclarke<br />Sysomos<br />Sysomos<br />eclarke@sysomos.com<br />
    • 114.
    • 115. social 360<br />

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