Maximizing Social Media Monitoring-November 2009

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A brief presentation about social media monitoring, talking about free and paid/comprehensive monitoring tools, way to evaluate and set ROI for monitoring, and how monitoring can be effective for marketing communications.

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Maximizing Social Media Monitoring-November 2009

  1. 1. MaximizingSocial Media Monitoring<br />How to effectively usesocial media monitoringin marketing communications<br />
  2. 2. Maximizing Social Media Monitoring<br />Foundation<br />What if you don’t<br />Monitoring<br />Evaluation<br />Social Media Marketing<br />
  3. 3. Foundation<br />Do you have comment cards available for customers & prospects?<br />Do you have a customer service department or person?<br />Do you have your company name in Google News Alerts or have a paid clipping service for news releases and such?<br />Have you ever conducted a focus group or other similar market research?<br />
  4. 4. Foundation<br />Social media monitoring is part of the foundation for any effective marketing communications – offline and online<br />Image credit:<br />Niclindh via Flickr<br />
  5. 5. What if you don’t?<br />New York Times, 04/16/2009<br />
  6. 6. Monitoring<br />Countless free options – fewer paid options<br />
  7. 7. Monitoring<br />No matter which you choose, there’s a price….<br />Free<br />Price is your time.<br />What’s that worth?<br />Paid / Comprehensive<br />$$ -- but saves you gathering<br />& analysis time.<br />Image credit: Maykamei via Flickr<br />
  8. 8. Monitoring – Free<br />`<br />
  9. 9. Monitoring – Comprehensive<br />All results – one place for easier analysis<br />
  10. 10. Evaluation <br />Many ways – best way is to base on objectives<br />Key branding points mentioned?<br />Overall positive or negative references?<br />“Media” response to proactive efforts?<br />Website traffic increasing or other action (requires site traffic monitoring)?<br />Measure success of PR & social media marketing efforts (coverage from active & passive means)<br />
  11. 11. Evaluation<br />Key branding points mentioned?<br />
  12. 12. Evaluation<br />Overall positive or negative references?<br />
  13. 13. Evaluation<br />“Media” response to proactive efforts?<br />
  14. 14. Evaluation<br />Other ways to measure social media<br /><ul><li>Content Emotions
  15. 15. How others categorize you
  16. 16. Geography</li></li></ul><li>Social Media Marketing <br />Proactive ways to use social media monitoring<br />Pave way for future social media outreach: See what’s already being said on subject, who’s saying it<br />Customer service: Responding to questions, needs<br />Reduce market research costs: Seek feedback<br />Prospecting: Engage those who “talk” about your issues surrounding your products, industries, etc.<br />Competitor tracking/monitoring & responding<br />& many others…..<br />
  17. 17. Social Media Marketing-Example<br />Use of free & comprehensive tools to help pave way for effective outreach<br />
  18. 18. Thank you!<br />Presentation available at:<br />slideshare.net/MikeDriehorst/presentations<br />Email:<br />Mike.Driehorst@Diamond-Comms.com<br />Mike.Driehorst@Gmail.com<br />Twitter: @MikeDriehorst<br />Blog: http://www.MikesPoints.com<br />

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