Monitoring your brand

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Telligent presentation from 2009 IMS conference on monitoring your branding in social media.

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Monitoring your brand

  1. 1. Monitoring Your Brand in Communities <br />Rob Howard, rhoward@telligent.com<br />CTO & Founder<br />Telligent <br />
  2. 2. Telligent helps businesses transform their information into knowledge and actionable data.<br />Listen<br />Measure<br />Engage<br />Listen to customer, employees, partners…<br />Set KPIs and measure against clear goals<br />Collaborate internally & externally<br />Telligent is an enterprise collaboration and community software company <br />
  3. 3. Social Media Monitoring<br />In social media conversations, Dell is mentioned ~5,000 times a day<br />Engage<br />Applications that enable Dell customers to engage with the tool that fits the job.<br />Listen<br />Monitor conversations, provide a listening post, and participate in the conversations.<br />Measure<br />Use the data gleaned from the community to improve the experience through-out the customer experience<br />The Challenge<br />1. Original approach was tool centric<br />2. No metrics or measurements<br />3. Desired a platform<br /> <br />Benefits Today<br />1. Consolidated customer community<br />2. One platform<br />3. Measure, analyze, and predict<br />4. Part of the sales process<br />
  4. 4. Why is Analytics Important?<br /><ul><li>77% trust family and friends above retailers
  5. 5. 83% of Internet population participates in social media
  6. 6. 1 out of every 11 minutes online is within a community
  7. 7. 3 times more likely to trust peers over advertising</li></li></ul><li>Monitor key discussions<br />Volatile topics<br />By Source<br />What you didn’t know was important<br />Details by various sources<br />Measure sentiment<br /><ul><li>Are these positive or negative mentions?</li></ul>Not just internally…<br />What are the active topics?<br />Are they good or bad discussions?<br />
  8. 8. Individual Topic Tracking<br />Topic Sources<br />Drill down into topic mentions<br />Track an unlimited number of topics<br />Sentiment on topic mentions<br />Good or bad perception?<br />
  9. 9. User Generated Content<br />By Application<br />What is popular<br />Details by application usage<br />Where are people spending their time?<br />Application breakdown<br /><ul><li>See how people are contributing through different tools</li></ul>What content is important?<br /><ul><li>Where are moderators spending time
  10. 10. What content is accessed most frequently</li></ul>Create vs. Edit<br />Easier to edit than to create…<br />
  11. 11. Track, Measure, and Manage<br />Track Answer Rates<br />Who are my top answerers?<br />What is the experience for a new user?<br />Who are the users that are helping?<br />How is content being used?<br /><ul><li>Answers and replies are different, but both are useful</li></ul>Track time-to-solution<br /><ul><li>Entire site & group level
  12. 12. Measure both best and worst, so you know where to spend your time</li></ul>Track Reply Rates<br />
  13. 13. Who are the Influencers?<br />Dashboards<br />What type of community…<br />Social Fingerprint™ provides prescriptive view<br />Identity trends over time<br />8 Different user type categories<br /><ul><li>Influencer, Asker, Answerer, Connector, Originator, Commenter, Spectator, Moderator</li></ul>You can know your influencers<br /><ul><li>Find users, drill into reports
  14. 14. Break down users by role or by group</li></ul>Influencers and more…<br />Gladwell states, &quot;Ideas and products and messages and behaviors spread like viruses do.&quot;<br />
  15. 15. Engagement, not just Page Views<br />Web Analytics Dashboards<br />Traditional Page Views<br />The language of ROI today<br />What the business expects to see (Page Views)<br />Visitor Analysis<br />Drill down into the data<br />Detailed insight. True engagement.<br />Explore and answer the “why”<br />
  16. 16. Customer Relationship Management<br />View User Engagements through Web Analytics *<br />Explore web analytics to understand where customers spend their time<br />Drill into web sessions<br />Customer? Prospect? Expert?<br />Explore and answer the “why”<br />Explore and answer the “why”<br />* End user analytical data can be anonymized for privacy purposes<br />
  17. 17. Monitor, measure, and improve<br /><ul><li>Social media should be monitored
  18. 18. Great information source about product and brand</li></ul>Social Media Collaboration<br /><ul><li>Invest in collaboration with customers, partners (ROI)
  19. 19. Participate in social media (Facebook, Twitter, etc.)</li></ul>What is your collaboration strategy?<br /><ul><li>Telligent provides the platform and analytics
  20. 20. Bottom-line ROI to the business</li></ul>Summary<br />
  21. 21. ©2009 Telligent Systems, Inc. All rights reserved. Telligent and its symbol are registered trademarks or trademarks of Telligent Systems, Inc. Other company and product names mentioned herein are property of their respective owners. The contents of this publication are subject to change without notification and are the property of and cannot be reproduced without the written permission of Telligent . The contents of this publication are not a commitment by Telligent to provide the features and benefits described.<br />

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