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PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
PR News How-To Conference
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PR News How-To Conference

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  • Social media trivia
  • Social media is no longer the domain of “techies” and early adopters: The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years - from 8% in 2005 to 35% at the end of 2008 1Twenty two percent of all time now spent online is “social” – messaging, commenting, blogging, sharing, “liking”. Web users now spend a total of 110 billion minutes on social web sites and blogs each month. 2Frequency of interaction is increasing - more than a third (37%) of users engaging companies or brands via new media at least once per week (up from 25% in 2008). 2Reuters: More than 25 percent of Americans 50 years and older stay connected using sites such as Facebook, MySpace and Twitter, according to new research.3Sources: 1 - 2008 Pew Internet & American Life Project’s December tracking survey, 2010 Nielsen Co. Survey (8% in 2005 = “Have a profile”, 75% in 2010 = Visited a social network or a blog in April 2010)- Nielsen Jun 2010 Study (http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/)- http://www.reuters.com/article/idUSTRE65943W20100610
  • Transcript

    • 1. Social Media Monitoring & Measurement
      Rich Pesce
      Sprint
      Sr. Manager, Social Media and Digital Communications
      December 1, 2010
    • 2. Why Measure?
      2
      Image: © Bettmann/CORBIS
    • 3. 3
      Who, Where, Why Social Media?
      “42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **
      COMMUNICATE
      “In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”*
      If Facebook were a country it would be the fourth largest in the world.+
      Our Customers and Prospects
      GROWTH
      EDUCATE
      OPPORTUNITY
      ADVOCACY
      80% of Twitter usage is on mobile devices+
      25% of search results for the world’s top 20 brands are links to user generated content+
      *http://blogs.forrester.com/groundswell/
      +www.socialnomics.com
      **http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf
    • 4. Social Media Use is Growing RapidlyNo Longer Domain of “Techies”, Early Adopters
      4
      Adult Internet users who visit or have a profile on an online social network site
      75%
      8%
      2005
      2010
      22%
      Percentage of all time spent online that is “social” (one in every four minutes, 22 sec)
      2010
      New media users who engage companies or brands at least once per week
      37%
      25%
      2008
      2009
    • 5. How you engage shapes how you measure
      Influencer Communities: Utilize Blogger Relationships to Further Educate Around Sprint Technologies and Products
      Branded Spaces: Increase Membership and Create Value to Build Loyalty
      Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships
    • 6. Quantitative plus Qualitative
      6
    • 7. 7
      Online Monitoring Process
      • Data Collection
      Trucast
      Avg. 25,000 posts/month
      5,000 “sentimented” positive/negative
      20,000 neutral
      80/20 rule applies here…top 10 communities generate the bulk of sentimented posts
      Analysis
      Insights
      Strategic planning implications
      Communication
      Ongoing: continual contact with partners regarding relevant findings that require immediate action
      Monthly: WOM report shared across teams
    • 8. 8
      Sprint Monitoring Categories
    • 9. 9
      Sprint on Facebook
      Almost 350,000 fans
      • Over 128,000 monthly active users
      Active wall discussions
      • Typically average over 100 wall posts a day,
      • 10. Generates 600-1100 comments/day (M-Fri).
      Priorities:
      Increase membership
      Create value for being a fan
      Dedicated Social Care team to help fans
    • 11. Deliver against Communications Objectives
      10
    • 12. Translating Measurement for Senior Leadership
      Positive brand sentiment has increased from 45% to a high of 61% since Jan of 2009
      Social SOV is 50%--higher than our competitors
      Positive volume is also significantly higher than our key competitors, driven primarily by EVO, EPIC and 4G
      Competitor’s negative sentiment is increasing due to continued issues with network and dropped calls
    • 13. 12
      Tools

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