Four key metrics companies are interested in with regard to these online conversations:What are people saying about us/our products/our competitors?Who is talking about …Why are people talking about … triggered by one of our campaigns? Problems? Asking questions about our product/service? Where are people talking about … do our campaigns reach the right audience? Should we extend our focus towards other regions?
How can you get information about these metrics?By monitoring, preferably with a good tool – analytics (many tools for this) Taking it one step further but indispensable these days: engaging in the conversations: answer people’s questions / act on sales leads / thank people when they praise your products / …don’t try to do all this yourself: use the right tools, they have many automation possibilities that make your life much easierFor these three things you can use different tools – monitoring and analytics tool + engagement tool (like Hootsuite for example) There also exist tools, like Engagor, that do the three: monitoring, analytics and engagement.
Guest lecture engagor
EngagorSocial media monitoring,analytics & engagement Lien Brusselmans Engagor
Belgian start-up• Based in Ghent• Founded in February 2011• CEO: Folke Lemaitre (former Netlog CTO)• 10 employees• About 150 clients all over the world: – Microsoft Western Europe – Mobistar – European Parliament – D’ieteren – Colruyt – KBC – Belfius – …
What we doOnline tool for social mediamonitoring, analytics and engagementFor customer service and marketing• Monitoring INBOX• Analytics INSIGHTS• Engagement INBOX
Social media monitoring• Several sources: social media, news sites, forums, blogs, review sites, etc.• Global level: in over 160 languages• Real-time• Based on keyword search + monitored profilesAll ‘mentions’ appear in the INBOX (similar toemail inbox)
Social media analytics• Who is talking about our brand/competitors/industry?Age, location, number of Twitter followers, etc.• What are they saying?Top conversations, trends, etc.• When should I post new content?• Which of my Facebook posts had most success?• …All part of the INSIGHTS
Social media engagement• Interact with your audience from within Engagor• Organise your workflow• Complaints? Respond!• Positive experience? Respond!• Questions? Respond!