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Introduction Social Media Monitoring
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Introduction Social Media Monitoring Presentation Transcript

  • 3. While attitudes towards socialmedia are mixed, the impact is evident.
  • 4. Growth of Social Media 1.2 billion users Proportional growth to total Internet usage Facebook with 734 million active users is leader Social Media is getting more Glocal Monitoring Social Media Source: comScore (2011)
  • 5. Social Media Marketing in the Private Sector
  • 6. Definitions Social Media versus Web 2.0  
  • 7. Technological Drivers of Social Media 1.  The Internet became the primary means to connect computers, thereby constituting a sustained global information infrastructure. 2.  The emergence of the WWW with its graphical user interfaces and hypertext structures made networked computers a useful tool for common users and consequently became a mass medium. 3.  The computer moved from the office into the living room and became part of our everyday life. 4.  Broadband and mobile Internet connections and related services enable users to publish, organize and share large quantities of online content instantly. 5.  The continued growth of the open source movement, and the conviction that creativity and progress flow from the sharing of intellectual property with a wider community fuel innovation and participation.
  • 8. The many-to-many model makes two-way communication anecessity
  • 9. StrategyEngaging Stakeholders through Social Media ConversationsMonitoring Social Media
  • 10. Tribes in Social Media 1.  According to Cova and Cova (2002), like-minded consumers meet and team up to reach mutual goals because of a shared interest. 2.  Earls (2003) regards consumers as tribe members, where “the dominant view of the consumer as an individual should be replaced with the more accurate model of the consumer as acting as part of a herd“ 3.  This view holds that tribes are fluid; people can be members of many tribes simultaneously and play different roles within each (Cooke et al, 2008:275).
  • 11. Opinion Leaders in Social Media 1.  A Nielsen Report in 2009 found that 90% of consumers trust recommendations from people they know, while 70% trusted consumer opinions posted online. 2.  Influentials are responsible for driving trends, influencing public opinion and recommending products. 3.  Keller and Berry estimate that 10% of Americans determine how the rest consume and live by sharing likes and dislikes
  • 12. Social Media’s Impact on Society Henry Jenkins (2006): Convergence Culture: Convergence culture is a dynamic network of individuals that are linked together through a vast set of high-speed connections. • Media convergence • Participatory culture • Collective intelligence
  • 13. Social Media’s Impact on Society Henry Jenkins (2006): Convergence Culture: The challenge for organizations is to keep up with that speed in order to benefit from the value co-creation with the users. Social networks are not protected against takeover by interest groups. Even more, the individual influences in a discussion are not equal.
  • 15. Information Delivery The information is delivered in knowledge chunks.Monitoring Social Media
  • 16. Social Media Marketing in the Public Sector Public sector management processes focused on identifying, anticipating and satisfying stakeholder requirements in order to achieve organizational goals (Proctor, 2007). Success in public sector marketing determines whether organizations are able to a)  trigger social change, b)  engage citizens to support their mission, c)  build trust and transparency, and d)  attract donors and volunteers. (Gallagher et al, 1991; Bruce, 1995; Donovan et al, 2010)
  • 18. Traditional Stakeholder Mapping Esman’s organisational relationship linkages (source: Grunig and Hunt 1984: 141; taken from Tench and Yeomans, 2009: 23)
  • 19. Traditional Stakeholder Mapping
  • 20. Implications for Issue Arenas 1.  Issues move to the center of stakeholder mapping and organizations gravitate towards the peripheries (Luoma-aho et al, 2010). 2.  Consequently, the identification of relevant issues comes before the mapping of influential stakeholders. 3.  The issue arenas and its participants rise, fall and eventually fade away. 4.  Because issues are interrelated, organizations need to allocate communication resources to effectively engage in multiple issues Stakeholder Salience Model (Mitchell et al, 1997)
  • 21. Implications for Organizations 1.  Identification which influential stakeholders emerge from social media for potential coalitions. 2.  Amplify the campaigns or messages of weaker stakeholders. 3.  Detect when stakeholder dynamics gains momentum. 4.  Identify what messages and campaigns are trending. 5.  Determining where the conversations take place. Stakeholder Salience Model (Mitchell et al, 1997)
  • 23. Evolution of Social Media MonitoringMonitoring Social Media
  • 24. The Monitoring Approach ■  Social media Monitoring conversations offers the richness of qualitative research and the sample sizes of quantitative research in real time. ■  How do we detect digital smoke signals?Monitoring Social Media
  • 25. Social Media’s Impact on Marketing Communications Social Media Monitoring use keyword logic or algorithms to crawl social networks. •  Monitoring by Volume relates to the monitoring of the amount of mentions, views, and posts a topic, organizations or user receives. •  Monitoring by Channels relates to the monitoring of various networks that users use to exchange content. •  Monitoring by Engagement offers a deeper insight into how many users actually respond, like, share and participate with the content. •  Monitoring by Sentiment Analysis offers a qualitative approach by using word- libraries to detect positive or negative attitudes by the users towards an issue.
  • 26. Monitoring Characteristics Stakeholder Salience Model (Mitchell et al, 1997)
  • 27. Stakeholder Radar Stakeholder Radar (Source: Own Production)
  • 28. GoalEngaging Stakeholders through Social Media Conversations Listen Discover Text  “CLIC”  to  55668   Measure EngageMonitoring Social Media
  • 29. Goal Listen Listen Discover Measure Engage In order to detect topic trends, influential stakeholders and the best channels, listening is a paramount. There are two main categories of tools: ■  Paid Tools ■  Free Tools Text  “CLIC”  to  55668  Monitoring Social Media
  • 30. Goal Listen Listen Discover Measure Engage Set up multiple Google Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen).
  • 31. Goal Listen Listen Discover Measure Engage Twitter lists are a helpful tool to follow influencers, journalists and peer organizations real time and on demand. h0ps://twi0er.com/#!/UNICEF/unicef-­‐worldwide-­‐offices    
  • 32. GoalEngaging Stakeholders through Social Media Conversations Listen Discover Text  “CLIC”  to  55668   Measure EngageMonitoring Social Media
  • 33. Goal Listen Listen Discover Measure EngageInteresting Content / Influencers / Topic Trends Text  “CLIC”  to  55668   Monitoring Social Media
  • 34. Goal Listen Listen Discover Measure Engage Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.
  • 35. Goal Listen Listen Discover Measure Engage Twitalyzer is a tool to evaluate the activity of any Twitter user and report on relative influence, reach, clout, and other useful measures of success in social media.
  • 36. Goal Listen Listen Discover Measure EngageTopic Trends Text  “CLIC”  to  55668  Monitoring Social Media
  • 37. Goal Listen Listen Discover Measure Engage Klout measures influence online. When you recommend, share, and create content you impact others. Your Klout Score measures that influence on a scale of 1 to 100.
  • 38. GoalEngaging Stakeholders through Social Media Conversations Listen Discover ■  Ongoing Measurement Measure ■  Specific Measurement (events/campaigns) EngageMonitoring Social Media
  • 39. Goal Listen Listen Discover Measure EngageKnow what you want to measure! Formulate SMART objectives in order to measure. We categorize our objectives in three groups: ObjecKves   Text  “CLIC”  to  55668   Tac$cal   Results   Capacity   Focus  on   Focus  on   Focus  on   learning  and   channels   campaigns   sharing  Monitoring Social Media
  • 40. Goal Listen Listen Discover Measure EngageFacebook Likes   Shares   Facebook   Likes   Comments   Audience   Engagement  Monitoring Social Media
  • 41. Goal Listen Listen Discover Measure EngageTwitter MenKons   Followers   Retweets  Monitoring Social Media
  • 42. Goal Listen Listen Discover Measure EngageExample tactical objectives: Increase ratio of users who like, share or comment on our Facebook Posts by 15% between December 2011 until March 2012.Use Facebook Insights to measure: Text  “CLIC”  to  55668  Monitoring Social Media
  • 43. Goal Listen Listen Discover Measure Engage Crowdbooster helps achieve an effective presence on Twitter and Facebook using metrics connected to social media strategies.
  • 44. GoalEngaging Stakeholders through Social Media Conversations Listen Discover Text  “CLIC”  to  55668   Measure EngageMonitoring Social Media
  • 45. Goal Listen Listen Discover Measure EngageFive characteristics for successful engagement: ■  Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes. ■  Be relevant: It’s about the community and not UNICEF. Add value to discussions. Text  “CLIC”  to  55668   ■  Be practical: Use common technologies, such as Slideshare. ■  Be patient: Relationships take time, don’t start asking for favours. ■  Be active: Engage often and regularly. Offer fresh content.Monitoring Social Media
  • 46. Goal Listen Listen Discover Measure Engage HootSuite is a social media management system to collaboratively execute campaigns across multiple social networks. Text  “CLIC”  to  55668  Monitoring Social Media
  • 47. Limitations and Ethical Issues 1.  Observer Bias vs. Monitoring Bias 2.  Not every stakeholder is on social media (representative?) 3.  Technical Errors (Downtimes, Sentiment) 1.  Protection of Privacy 2.  Storage of Data 3.  Level of disguise
  • 48. Future Research Agenda