Social Media Standard 2010

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Nothing About Us Without Us – the Advantages of Social Media Monitoring. Artur Banach and NewsPoint Social Media presentation.

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Social Media Standard 2010

  1. 1. Nothing A bout Us Without Us – the Advantages of Social Media Monitoring Artur Banach, NetSprint.pl CEO (NewsPoint Social Media)
  2. 2. <ul><li>Studies of Duncan Watts from Yahoo Labs: </li></ul><ul><li>„ Small world problem” </li></ul><ul><li>Kim Kardashian vs. multiple “ordinary” users of Twitter.com (or how to start social epidemics) </li></ul><ul><li>Exercising influence – song popularity vs. number of downloads </li></ul><ul><li>Source: April 14, 2010, Advertising Age </li></ul>The nature of social media
  3. 3. The nature of social media November 2010 – study by
  4. 4. Where are the social medial users?
  5. 5. Where are the social medial users? Data based on Megapanel Gemius/PBI study of September 2010
  6. 6. Where do opinions come from? Data from NewsPoint Social Media of 18 November 2010, 4882 profiles, last 50 profile threads, Posts not older than 1 July 2010
  7. 7. Leading producer of user electronics Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  8. 8. Global FMCG company Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  9. 9. One of the largest retail banks Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
  10. 10. Example: Forex Number of Google.pl search results to “Forex” query
  11. 11. Example: Skoda Octavia Number of Google.pl search results to “Skoda Octavia” query
  12. 12. Example: Coca Cola Number of Google.pl search results to “Coca Cola” query
  13. 13. Example: Paczkomaty Number of Google.pl search results to “Paczkomaty” query
  14. 14. <ul><li>Even if you don ’ t communicate through social media, it does not mean that your company is not discussed there. </li></ul>Can it be controlled?
  15. 15. Two strategies of social media presence <ul><li>I listen and analyze: </li></ul><ul><li>I monitor the opinions about my brands and competition </li></ul><ul><li>I want to learn about potential “crises” immediately </li></ul><ul><li>I react when necessary </li></ul>
  16. 16. Two strategies of social media presence <ul><li>I act and listen: </li></ul><ul><li>I have a comprehensive social media communications strategy </li></ul><ul><li>I actively communicate with users </li></ul><ul><li>I apply the results of opinion analyses for product development purposes </li></ul><ul><li>I have clearly specified KPI (i.a. based on SM monitoring) </li></ul>
  17. 17. <ul><ul><li>Comprehensiveness: </li></ul></ul><ul><ul><li>Monitoring of different content types (portals, blogs, discussion forums, microblogs etc.) </li></ul></ul>Monitoring – key points
  18. 18. <ul><ul><li>Near-real time operation - new posts are available in the platform with only a slight delay (important: critical publications ) </li></ul></ul><ul><ul><li>An easy notification system </li></ul></ul>Monitoring – key points M icroblogs traffic by day of InternetBeta conference
  19. 19. Monitoring – key points
  20. 20. Monitoring – key points
  21. 21. Monitoring – key points Opinions about the speakers of InternetBeta conference expressed in microblogs
  22. 22. <ul><ul><li>Subscription fee independent of the number of monitored words </li></ul></ul>Monitoring – key points
  23. 23. <ul><li>Day-to-day monitoring - some examples from our clients… </li></ul><ul><ul><li>Developer – search of consumer pressure groups (reduction of apartment prices) </li></ul></ul><ul><ul><li>OFE (open pension funds) – monitoring of consumer opinions </li></ul></ul><ul><ul><li>Car company – study of opinions about service and car dealers </li></ul></ul><ul><ul><li>Producer of per food – monitoring of cat and dog breeders’ forums </li></ul></ul><ul><ul><li>Employer image study – comparison with main competitors </li></ul></ul>Applications
  24. 24. Employer image – four companies from the finance sector Positive Neutral Negative recruitment salaries job conditions employee image dismissals interships graduates
  25. 25. <ul><li>Keeping pace with SM (will anyone still remember Facebook in three years? ;)) </li></ul><ul><li>Doing communications through a panel (Social Media Management) </li></ul><ul><li>Integration of data from multiple sources (better indicators for ROI calculations) </li></ul><ul><li>Social media is regarded as one of contact channels in company contact centers </li></ul>Trends
  26. 26. <ul><li>Even social media opinion leaders have a relatively low influence on real life opinions. </li></ul><ul><li>The majority of product or service reviews is still published in forums . </li></ul><ul><li>Even if we are not active in social media it does not mean we are not discussed there – that’s why it’s good to control the situation. </li></ul>Summary
  27. 27. Visit us at the Meeting Room More questions? Meet us at the Meeting Room! Artur Banach, NetSprint.pl [email_address] Thank you!

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