Ichec community management - reporting & e-reputation

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Ichec community management - reporting & e-reputation

  1. 1. ICHEC - Watch your e-reputation and measure your social presence 1 December 2011 SocialThomas Van Roy@thombtm
  2. 2. Social MediaKPIsBuzz MonitoringFree ToolsThe Big 5Facebook FiguresFacebook Reporting casesConclusion
  3. 3. 5/-67%&28%9/:, ;1*<-*&=6*:>- 3:7+&=7-A1(*#/&D67",- .-/0/1&234 @C7##,&4,<67" ?/-6&@7A<AB, !"#$%&()*+,-
  4. 4. SOCIAL FOR EVERYONE ACTIVITY ON SOCIAL MEDIA Creators Publish, Microblogging Productivity Critics Application Live Casting, Collectors RSS, Aggregators Social Joiners Networking Audio Spectators Video Inactives Photo SOCIAL MEDIA USERS
  5. 5. CreationSOCIAL MEDIA CATEGORIES INDIVIDUAL LIVECAST CHAT BLOG MICRO B GAMECREATE SHARE E-COM GEOLOC MEDIA FORUM SO NET WIKI INFO GROUP
  6. 6. Know whereyou wanna gowith this action& reporting
  7. 7. What about the KPIs• Buzz and engagement Conversation about your brand and products• Audience Building People reading your content, following you, Liking you or bookmarking you• Advocates and Ambassadors Retweets, reviews, recommendations, testimonials• Customer Satisfaction Engagements and results, time to resolve• Feedback Product improvements, new ideas, change public opinion• Community enlargment Recruit news fans• Influence people? Interact, generated UGC• Generate Lead Increase sales/revenue, Drive to store
  8. 8. TRACKING Action orConversation
  9. 9. Good news, someone else can do the job for you....
  10. 10. BUZZ MONITORING
  11. 11. “Buzz monitoring is the keeping track ofconsumer responses to commercialservices and products, to establish themarketing buzz surrounding a new orexisting offer. Similar to media monitoringit is becoming increasingly popular as abase for strategic insight developmentalongside other forms of market research”
  12. 12. WTF, How Manymonitoring tools are
  13. 13. We have realized acomparative analysis of the Weʼre scanning the market in order to define which analysis tools fit best to our clientsʼ needs!
  14. 14. I. MAIN FINDINGS
  15. 15. Main results of our analysis 1st conclusion: Vague and confusion in terminology used
  16. 16. Main results of our analysis !"#$%&#()""#%)(*#&+,$-#./#%)(*#*0((1# 2nd conclusion: No common code of « metrics »
  17. 17. Main results of our analysis 3rd conclusion: Social media monitoring strategy ≠ listening strategy
  18. 18. Main results of our analysis 4rd conclusion: Even if we can do magic, no tool can do miracles
  19. 19. MONITORING TOOLS CATEGORIESMonthly Price str rke ss & eg g at tin a e m sin y Plenty of tools developed by one Bu 10.000€€ WOM consultancy company. Strategic consultancy recommendation and very deep analysis ht h 1000- sig rc Focus on research and result relevance. s In sea Strong segmentation. 2500€€ WOM research Re Dedicated account for the project ta ed Da niz 200- Technical tools. a 500€€ technology & analysis Recommendation rg Dashboard with results and graphics O ta Pure Technical tools. pure technology & tools Da 1-150€€ Only listings no charts
  20. 20. SEGMENTATION IN THEMONITORING TOOLS MARKET E-REPUTATION SHARE OF BUZZ Categories of monitoring tools MARKET BRAND INSIGHTS EVOLUTION
  21. 21. Main categories in monitoring tools!"#$%&()*+,-+.+ /*+01"2#3-440+%+56#"#
  22. 22. Main categories in monitoring tools!"#$%&()*+,&-&./%,/0123& 45%,"62$%78&,*9/7,&
  23. 23. CASE DONEAT VOICE AGENCY
  24. 24. INFRABEL .BE SECURITEFERROVIAIRE SPOORVEILIGHEIDCRISIS COMMUNICATION 15 February 2010 : Biggest Belgian train crash ever, Infrabel,manager of the Belgian railway infrastructure needs to react quickly
  25. 25. INFRABEL .BE SECURITEFERROVIAIRE SPOORVEILIGHEID CRISIS COMMUNICATION Create a website in 48h based on Infrabel content to explain the railsecurity to people. Press Release to announce the opening of the website.
  26. 26. INFRABEL .BE SECURITEFERROVIAIRE SPOORVEILIGHEID CRISIS COMMUNICATION Buzz Monitoring to identify conversation topics, center of interest, develop a more human approach of the dedicated website.New input with new content to be implemented within this week
  27. 27. From Conversation to Reporting Listen to Filter & analyze the Deliver insights Write reporting & conversation on conversations from conversations recommendationweb & social media
  28. 28. Free monitoring tools
  29. 29. WHOIS TALKING whoistalking.com
  30. 30. SOCIAL MENTION socialmention.com
  31. 31. Google Alerts google.com/alerts
  32. 32. MEASURE MAINSOCIAL MEDIA
  33. 33. Advertising tools can help you
  34. 34. GET INSIGHTSABOUT THE VIEWERS
  35. 35. B2B SocialNetwork
  36. 36. GET INSIGHTSABOUT THE NETWORK
  37. 37. Check your influence klout.com
  38. 38. Check your influence twitalyzer.com
  39. 39. Check your mood tweetfeel.com
  40. 40. Track Subject twitter.com
  41. 41. Get Venue Stat foursquare.com
  42. 42. Social media king
  43. 43. GET INSIGHTSABOUT THE NETWORK facebook.com
  44. 44. GET INSIGHTSABOUT THE NETWORK facebook.com
  45. 45. *  Affinity  Score  X  Engagement  X  Time  Factor
  46. 46. Create an infography pagesanalyzer.com
  47. 47. Create an infography
  48. 48. Create an infography
  49. 49. Check your edgerank edgerankchecker.com
  50. 50. Check your edgerank
  51. 51. Check your edgerank
  52. 52. Check your community score momentusmedia.com
  53. 53. Check your community score momentusmedia.com
  54. 54. Know about your community graph-o-meter.com
  55. 55. Get all the stats socialbakers.com
  56. 56. Get all the stats socialbakers.com
  57. 57. Get more if you pay socialbakers.com
  58. 58. Get more if you pay socialbakers.com
  59. 59. Break
  60. 60. CAUTIONWhen you will leave thisroom, things will have already changed
  61. 61. MAINFACEBOOKFIGURES
  62. 62. *sources social lab
  63. 63. *sources social lab
  64. 64. *sources social lab
  65. 65. *sources social lab
  66. 66. *sources social lab
  67. 67. *sources social lab
  68. 68. *sources social lab
  69. 69. *sources social lab
  70. 70. *sources social lab
  71. 71. *sources social lab
  72. 72. *sources social lab
  73. 73. *sources social lab
  74. 74. FACEBOOK REPORTING
  75. 75. Measure your action
  76. 76. Track your clicks Google.com/analytics
  77. 77. Track Your links bit.ly
  78. 78. Track the conversation facebook.com
  79. 79. Track the participation phpmyadmin
  80. 80. FACEBOOK INSIGHTS
  81. 81. FACEBOOK INSIGHTS
  82. 82. FACEBOOK INSIGHTS
  83. 83. FACEBOOK INSIGHTS
  84. 84. FACEBOOK INSIGHTS
  85. 85. FACEBOOK INSIGHTS
  86. 86. FACEBOOK INSIGHTS
  87. 87. FACEBOOK INSIGHTS
  88. 88. FACEBOOK INSIGHTS
  89. 89. TO CONCLUDE
  90. 90. In a nutshellTRACK CONVERSATION✦Tracking engagement of your fans✦Analyzing the success of your page postings✦Measuring the response rate between you and your fans✦Identify key influencers✦Comparing all important metrics to the competition
  91. 91. In a nutshellTRACK ACTION✦Merge different tools✦Traffic sources✦participation funnel✦Sharing✦Give a value to actions
  92. 92. QUESTION AND ANSWERThomas Van Roy@thombtm
  93. 93. Thank you for yourattention

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