Radian6 at Be2campEast


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Paul Taylor's presentation on Radian6 at Be2campEast, Chelmsford, Essex, on 29 April 2010

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Radian6 at Be2campEast

  1. 1. Header Text Social Media Monitoring 6Consulting Social Media Monitoring and Engagement Specialists UK Radian6 Partner Paul Taylor, Co-Founder @Paul_TaylorUK
  2. 2. software and service Header Text Social Media Monitoring <ul><li>We monitor: </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Video sharing sites </li></ul><ul><li>Image sharing sites </li></ul><ul><li>Mainstream news sites </li></ul><ul><li>Micro Media </li></ul><ul><li>Social Networking sites </li></ul><ul><li>Forums </li></ul><ul><li>Comments </li></ul>Our role in social media: Providing a Software platform to listen, measure and engage with your customers across the social web, Insight Reporting to illuminate a new environment with multiple channels to reach your customers, and Consultancy to manage high volumes of data flow, process mapping and training
  3. 3. what is actually happening? Header Text Social Media Monitoring <ul><li>Corporate Application </li></ul><ul><ul><li>Kellogg’s </li></ul></ul><ul><ul><li>Xbox </li></ul></ul><ul><ul><li>DELL </li></ul></ul><ul><li>Configuration,15 Reasons to Listen </li></ul><ul><li>Measurement </li></ul><ul><li>The Future </li></ul><ul><li>Questions and FAQs </li></ul>
  4. 4. Case Examples Header Text Social Media Monitoring how are leading corporates getting it right
  5. 5. listen carefully, really understand your detractors Header Text Social Media Monitoring <ul><li>Reason to get involved: </li></ul><ul><li>PR crisis </li></ul><ul><li>Action & Objectives: </li></ul><ul><li>Sponsorship withdrawn. </li></ul><ul><li>Distance brand from cannabis use </li></ul><ul><li>Damage limitation </li></ul><ul><li>To educate a vocal community </li></ul><ul><li>Outcome: </li></ul><ul><li>Backlash within identifiable communities </li></ul>
  6. 6. Xbox has an Elite Tweet Fleet Header Text Social Media Monitoring <ul><li>Reason to get involved: </li></ul><ul><li>Poor customer service perception </li></ul><ul><li>Action & Objectives: </li></ul><ul><li>An Elite Tweet Fleet pilot program lead by their Community Program Manager </li></ul><ul><li>To give support a human face </li></ul><ul><li>To proactively reach out to gamers </li></ul><ul><li>To educate a vocal community </li></ul><ul><li>Outcome: </li></ul><ul><li>Customers pleased at the instant nature of support via the Elite Tweet Fleet. </li></ul><ul><li>They share their positive experience with others. </li></ul>
  7. 7. It’s not just about $6M sales figures Header Text Social Media Monitoring Dell’s $6M return on investment was primarily generated through back-links from sales promotions and engagement Another applications is their influencer relations programme for new products
  8. 8. Social Media Monitoring Header Text Social Media Monitoring Mapping out your approach
  9. 9. Header Text Social Media Monitoring it’s actually about conversational dynamic 1. Complaints 2. Compliments 3. Problems 4. Questions 5. Campaign Impact 6. Crisis Management 7. Competitors 8. Crowdsourcing 9. Influencers 10. Point of Need 11. Long Tail Customers 12. The Recruits and Employees 13. The Brand Association 14. Promoters, Passives and Detractors 15. Legal matters <ul><li>Design solid Boolean constructs with grouping </li></ul><ul><li>Move beyond one dimensional brand terms </li></ul><ul><li>Think about conversational dynamic and how your customer’s are expressing needs </li></ul><ul><li>How many expressed needs are there across the social spectrum in any one month? </li></ul>
  10. 10. new media, new measurement. . . Header Text Social Media Monitoring Hard measurement 1. Click through sales 2. Social CRM Soft measurement 1. Monthly count of positive comments 2. Reverberation, back links and reposts 3. Attention, visibility and comments 4. Resonance perspective on the conversation What is the desired return? 1. Sales 2. Reputation 3. Awareness 4. Engagement ROI: “ Return on Investment or Risk of Ignorance”
  11. 11. predicting the future. . . Header Text Social Media Monitoring 1. it will become negligent for customer service staff to not proactively seek out conversations of relevance to their brand 2. social research will become the opinion leader in every market research department and agency 3. customers will turn to social networks before they ring the company helpline
  12. 12. typical questions Header Text Social Media Monitoring <ul><li>FAQs </li></ul><ul><li>How accurate is automated sentiment scoring? </li></ul><ul><li>Do you cover Facebook? </li></ul><ul><li>How do you integrate with CRM systems? </li></ul><ul><li>How do you get your data? </li></ul><ul><li>What languages does R6 cover? </li></ul><ul><li>Can you filter to regions? </li></ul><ul><li>What areas of the internet do you not cover? </li></ul>
  13. 13. Thank you for Listening Header Text Social Media Monitoring www.socialmediamonitoring.co.uk Twitter: @6consulting