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Applying social media monitoring in business

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Prepared for the the Get Influence Social media Manager Training sessions, this is a short entry level guide to using social media monitoring in business. For explanations of the slides or the …

Prepared for the the Get Influence Social media Manager Training sessions, this is a short entry level guide to using social media monitoring in business. For explanations of the slides or the examples please contact Smoking Gun PR.

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  • (micro) Blogs, wikis, forums, social networking sites, UGC, video/photo sharing sites\n
  • Ultimately company decision\nSome CEO’s monitor!\n
  • Don’t forget the human resource cost!\n
  • Tested 9 of the leading social media monitoring tools for their ability to find influencers for the topic of baby food.\n \n \n \n Search ran for 1 month across all tools\n
  • plethora of information = overload\n
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  • Who likes licorice?\n Who’s heard of Panda Licorice?\n Who’s never tried it?\n
  • - board tracker\nsocial technographics\n- cision\n- technorati\n- twitter\n\n
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Transcript

  • 1. “Applying social media monitoring in business” @smokinggunpr 23 March 2011 dilbert.com
  • 2. Topic guide What is monitoring? How to monitor What to listen for Business examples
  • 3. What is monitoring?Ability to listen to conversations / trackbuzz - specific words/businesses/products/peopleMeasure sentiment / engagement aroundcontentAssist in measurement & evaluation
  • 4. Who will own socialmedia monitoring?SalesCustomer serviceMarketingPR/comms team
  • 5. Free tools Google Alerts G-lerts Howsociable Socialmention Addict-o-matic Boardreader Boardtracker
  • 6. Fresh Networks tested 9 of the best paid monitoring tools...www.freshnetworks.com/blog/2010/06/social-media-monitoring-review-download-the-final-report/
  • 7. What’s right for you? Depends on your resource - fiscal and human Channels you want to drill into How much data can you handle?? Ease of use/reporting
  • 8. Practical examples
  • 9. Panda Liquoricehelp ‘launch’ Cherry flavour - 2 audiencesdrive product trialraise awareness of product health benefitscontinue the ‘Love Licorice Day’ that Panda ownsbuild a presence on social media
  • 10. Next steps - social media specificplatform ID - audience characteristics vobjectiveslistening to target groups - insights, topics,themesfinding key influencerscreating relevant content - spikes of activity atthe right times
  • 11. Campaign overview social media monitoringwww.landoflicorice.co.uk Panel of experts - advice + media opps +comps + links to their siteswww.10minutetips.co.uk
  • 12. What did we do?blogger outreach - mummy, foodie goodie bags for Good Housekeeping eventsrewarded brand advocacy -freebies Calendar hooks - easter, veggie week, Love Licorice Day, Britain’sCreated content: Next Top ModelRed Panda adoptions / Chester Competitions:Zoo iPod comp - picture ledVideo - vox pops / playing National media holiday Twitter ‘I love licorice’ call tohighly targeted sampling/ action - 150 samplesplacement built database - newsletter & surveys Rosemary Conley trip Dos Hermanos News stories Britain’s next top model food swaps - Hendersons
  • 13. Other business usesBio-strath = crowd sourcing product trialistsGames developer = crisis management@lloydsTSBOnline = reputationmanagement@btcare = customer service@brother_uk = sales
  • 14. SummaryAccept that you’ve lost the ability tocontrol every company message somonitoring is essentialOne size does not not fit allShare the loadDon’t be afraid to experiment
  • 15. Contact: Rick Guttridge 0161 839 1986 Smoking Gun PR Bloghello@smokinggunpr.co.ukFacebook.com/smokinggunpr twitter.com/smokinggunpr LinkedIn