Aubrey Podolsky - Sysomos' Social Media Tools and How To Use Them

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Aubrey Podolsky - Sysomos' Social Media Tools and How To Use Them

  1. 1. Sysomos Social Media Tools and how to use them and how to use them <ul><li>Using Social Media Data and Analytics throughout the Organization </li></ul><ul><li>Aubrey Podolsky </li></ul><ul><li>@podolsky </li></ul>
  2. 2. Social Media Measurement <ul><li>Two Types of Measurement </li></ul><ul><li>Actionable Monitoring </li></ul><ul><li>Insights & Analysis </li></ul>
  3. 5. What to Measure? <ul><li>User Generated Content / Traditional </li></ul><ul><li>Demographics / Location </li></ul><ul><li>Sentiment / Tone </li></ul><ul><li>Trends </li></ul><ul><li>Activity Levels </li></ul><ul><li>Themes / Insights </li></ul><ul><li>Identify Influencers </li></ul>
  4. 6. Using the Information <ul><li>marketing/community presence </li></ul><ul><li>engaging influencers/thought leaders </li></ul><ul><li>competitive analysis </li></ul><ul><li>customer service </li></ul><ul><li>crisis communications </li></ul><ul><li>brand planning/insights </li></ul><ul><li>sales </li></ul><ul><li>product development </li></ul><ul><li>auditing/benchmarking </li></ul>
  5. 7. Why? <ul><li>what is the reason for doing social media? </li></ul><ul><li>goals? </li></ul><ul><li>what is success? </li></ul>
  6. 8. Who? <ul><li>who takes ownership of social? </li></ul>
  7. 9. Customer Service <ul><li>‘ Real-Time’ vs. ‘On-Time and Relevant’ </li></ul><ul><li>What is the focus? Response vs. Solution </li></ul><ul><li>Ex. ‘@pizzapizza i’m eating your pizza and it’s garbage - totally burnt’ </li></ul>
  8. 10. Sales <ul><li>Your customer service is another’s sale </li></ul><ul><li>Ex. ‘ @angrypizzadude Here’s a 30% off code if you try @pizzaiolo A123’ </li></ul><ul><li>Also identify indirect or latent pains </li></ul><ul><li>‘i’m hungry and the Subway in my building is closed #fml’ </li></ul>
  9. 11. Insights <ul><li>Identified key trends, issues, ideas </li></ul><ul><li>Competitive Analysis, Set, Category </li></ul><ul><li>Product Development - longer term fix (lower heat using pizza ovens) </li></ul><ul><li>Brand Insights / Planning </li></ul>
  10. 12. Campaign Feedback <ul><li>UGC provides unmitigated feedback of marketing/ad campaigns, product launches, events, crisis, new strategy, etc. </li></ul>???
  11. 13. Opportunities <ul><li>Review, understand and analyze the feedback </li></ul><ul><li>Benchmark </li></ul><ul><li>Set Metrics </li></ul><ul><li>Engage </li></ul><ul><li>Make Products Better </li></ul>
  12. 14. Thanks <ul><li>Aubrey Podolsky </li></ul><ul><li>@podolsky </li></ul><ul><li>[email_address] </li></ul><ul><li>ca.linkedin.com/in/aubreypodolsky </li></ul>

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