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Social Media Audit - how to map your social graph

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A social media audit is essential to uncovers actionable insights from the social media conversations

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Social Media Audit - how to map your social graph

  1. 1. Social Media Intelligence <ul><li>How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations </li></ul><ul><li>Sally Falkow APR </li></ul>
  2. 2. <ul><li>Listen </li></ul><ul><li>Discover footprint </li></ul><ul><li>Who is talking </li></ul><ul><li>What are they saying </li></ul><ul><li>Where are they saying it </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>What is a Social Audit
  3. 3. <ul><ul><li>Customer Insights </li></ul></ul><ul><li>R & D </li></ul><ul><li>New Markets </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Competitive Intelligence </li></ul>Value of Listening
  4. 4. The Social Graph
  5. 5. <ul><ul><li>Where are they </li></ul></ul><ul><ul><li>Behaviors </li></ul></ul><ul><ul><li>Influence/Audience </li></ul></ul><ul><ul><li>Fans, Followers, Friends </li></ul></ul>Customers/Consumers
  6. 7. Flip Video
  7. 8. Kodak 10X Sales
  8. 9. Kodak Playtouch
  9. 11. <ul><li>Journalists </li></ul><ul><li>Online News Sites </li></ul><ul><li>Social Media News </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul>The Media
  10. 12. SAP
  11. 13. <ul><li>Who? </li></ul><ul><li>Where? </li></ul><ul><li>What are they saying? </li></ul><ul><li>Who are they connected to? </li></ul><ul><li>Evangelists </li></ul><ul><li>Training </li></ul><ul><li>Policy and Guidelines </li></ul>Employees
  12. 14. Sabre <ul><li>10,000 employees </li></ul><ul><li>65% SabreTown members in 3 months </li></ul><ul><li>90% now active members </li></ul><ul><li>60% of questions answered within one hour </li></ul><ul><li>$150,000 in immediate, direct savings </li></ul>
  13. 15. IBM <ul><li>17,000 internal blogs </li></ul><ul><li>100,000 employees using internal blogs </li></ul><ul><li>53,000 members on SocialBlue </li></ul><ul><li>(like Facebook for employees) </li></ul><ul><li>A few thousand “IBMers” on Twitter </li></ul><ul><li>Thousands of external bloggers </li></ul><ul><li>Almost 200,000 on LinkedIn </li></ul>
  14. 16. <ul><li>Know your Passionate Fans </li></ul><ul><li>Spread the Word </li></ul><ul><li>Protect the Brand in a Crisis </li></ul>Evangelists
  15. 17. Northern Rock <ul><li>Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings </li></ul><ul><li>Social media was used by consumers as a collective crises management mechanism . </li></ul>
  16. 18. <ul><li>Nurture your evangelists </li></ul><ul><li>Make them part of the team </li></ul><ul><li>Create Brand Ambassadors </li></ul>Brand Ambassadors
  17. 19. Bushnell
  18. 20. Scholastic
  19. 21. Citrix Online
  20. 22. <ul><li>Complainers </li></ul><ul><li>Organized attacks </li></ul>Detractors
  21. 23. Nestle <ul><li>Facebook attack by Greenpeace </li></ul>
  22. 24. Influencers <ul><li>Opinion Leaders 1 in 10 </li></ul><ul><li>Online Influencers 3 in 10 </li></ul><ul><li>(content creators) </li></ul><ul><li>Amplified voices </li></ul><ul><li>Fans </li></ul><ul><li>Followers </li></ul><ul><li>Friends </li></ul><ul><li>The audience of your audience </li></ul>
  23. 25. <ul><li>Who </li></ul><ul><li>Where </li></ul><ul><li>What </li></ul><ul><li>When </li></ul>Analyze the Conversations
  24. 26. <ul><li>What are they doing? </li></ul><ul><li>What are people saying about them? </li></ul><ul><li>Where are they active online? </li></ul><ul><li>What have they done that was successful? </li></ul><ul><li>Any gaps or threats? </li></ul>Competitors
  25. 27. Health Insurance <ul><li>Analyzed competitors </li></ul><ul><li>KP News </li></ul><ul><li>KP Foundation </li></ul><ul><li>Thrive </li></ul><ul><li>Identified gaps they could leverage </li></ul>
  26. 28. <ul><li>New Markets </li></ul><ul><li>R & D </li></ul><ul><li>Product Launches </li></ul><ul><li>Gaps </li></ul><ul><li>Competitors’ mistakes </li></ul>Opportunities
  27. 29. Cisco Product Launch <ul><li>Saved $100 000 on a product launch for a router </li></ul><ul><li>Extremely successful- a top 5 product launch </li></ul><ul><li>9,000 people attended the social media product launch event </li></ul><ul><li>90 times more attendees than in the past </li></ul><ul><li>Nearly three times as many press articles as with traditional outreach methods </li></ul><ul><li>More than 1,000 blog posts and 40 million online impressions </li></ul><ul><li>A Leading Lights award for Best Marketing </li></ul><ul><li>One-sixth the cost of a traditional launch </li></ul>
  28. 31. Hennessy
  29. 34. <ul><li>Developing complaints – Dell Hell </li></ul><ul><li>Competitive activity - </li></ul><ul><li>Employees posting negative content – Dominoes Pizza </li></ul>Threats
  30. 35. Nestle / Greenpeace <ul><li>Not listening </li></ul><ul><li>Staff not trained </li></ul><ul><li>Threatened legal </li></ul><ul><li>Made it worse </li></ul>
  31. 36. Motrin Moms <ul><li>Not aware of Mom’s POV </li></ul><ul><li>Not listening </li></ul><ul><li>Taken by surprise </li></ul><ul><li>“ Forced” to apologize </li></ul>
  32. 37. Social Media Threats <ul><li>76% could have been avoided (Altimeter Group) </li></ul>
  33. 38. <ul><li> Build a dashboard </li></ul>How to Listen
  34. 40. Monitoring Tools <ul><li>Visible Technologies </li></ul><ul><li>Lithium </li></ul><ul><li>Radian6 </li></ul><ul><li>Alterian </li></ul><ul><li>Jive </li></ul><ul><li>Sysomos </li></ul><ul><li>eCairn Conversation </li></ul>
  35. 41. <ul><li>When you know what people are saying, what they think and feel, and what they are interested in, you can create content that gets results. </li></ul>Content Strategy
  36. 42. Digital Crisis Report <ul><li>79% expect a major crisis within 12 months </li></ul><ul><li>More than half think it will be online </li></ul><ul><li>Only 54% have a plan </li></ul><ul><li>49% of those with a plan still have gaps </li></ul><ul><li>Companies with a plan recover faster </li></ul>
  37. 45. Plan <ul><li>Set up a cross-discipline social media team </li></ul><ul><li>Tap into the conversations – social audit </li></ul><ul><li>Map your social graph </li></ul><ul><li>Write a social media policy </li></ul><ul><li>Develop a social media strategy based on your social audit </li></ul><ul><li>Implement social media and digital crisis training </li></ul><ul><li>Build a supportive community online </li></ul><ul><li>Run simulations twice a year and update the plan </li></ul>
  38. 46. Q and A <ul><li>Blog: www.proactivereport.com </li></ul><ul><li>Facebook SallyFalkowDigitalPR </li></ul><ul><li>Twitter: @sallyfalkow </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Website: www.press-feed.com </li></ul>

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