AgendaI. IntroductionII. Manage your e-reputationIII. Main FindingsIV. What Can I Get From MonitoringV. How To Get Started ?VI. How To Engage Conversation ?VII. Practical CasesVIII. Key To SucceedIX. Q & A How to improve your e-reputation
Social Media Map 2007 The plate tectonics Social Media of Social Media Map 2010* flowtown
Communication channels TV! …! Radio! Social Press! Media! Social Media is a new communication channel, who will not replace others channels! …! Mailing! E- Internet! mailing! DM!
Social media give people a voice...Everybody is talking:• your customers!• your donors!• your volunteers!• your employees!• your investors!• your critics!• your fans!• your competition....• anyone who has internet access and an opinion
“Every two days now we create as much information as we did from the dawn of civilization up until 2003.” Eric Schmidt, Google CEO
“ It takes 20 years to build a reputation, and 5 minutes toruin it. If you think about that,you will do things differently.” Warren Buffett
What is buzz monitoring ? “Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new orexisting offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insightdevelopment alongside other forms of market research”
Most companies rely on search alerts Keeping tabs on buzz about your brand is vital. Even if a company is less involved directly in social media, its customers almost definitely are, and their conversations can end up a big story. A majority of companies were using tools like Google Alerts to monitor discussions of the firm and its competition across social media sites. Outsourcing the task or using a dedicated application for the purpose was relatively uncommon.
According to a recent survey by Synthesio over 200million conversations accross 17 countries in a three-month period, the 10 most talked about topics on the Netare : Auto & Health Games Motor 14 % 13 % 10 %
We have realized a comparative analysis of the 20 most relevant monitoring toolsWe’re scanning the market in order to define which analysis tools fit best to our clients’ needs!
Monitoring tools overview Main monitoring tools are developed in the US & the UK UK company are developing their tools for French and Dutch language
Monitoring tools overview ± 100 suppliers have developed their own proprietory Own technology. Then there are many copycats!technology An undefined number of suppliers market “me too’s” Me too and offer reskinned programs. There are thousands of free tools. Each has a specificFreetools purpose or function: languages, media type, but with no global view
Main results of our analysisConclusion #1:Vague and confusion in terminology used!
Main results of our analysis Is the glass half empty or half full?Conclusion #2:No common code of « metrics »!
Main results of our analysisConclusion #3:Social media monitoring strategy ≠ listening strategy !
Main results of our analysisConclusion #4:Even if we can do magic, no tool can do miracles!
Monitoring tools categoriesMonthly price Plenty of tools developed by one consultancy company. Strategic 10.000€ WOM recommenda=on and very deep analysis consultancy Focus on research and result relevance. 1.000-‐ WOM research Strong segmenta=on. 2.500€ Dedicated account for the project 200-‐ Technical tools. 500 € Technology and Recommenda=on analysis Dashboard with results and graphics 1-‐150 € Pure Technical tools. Pure Technology and tools Only lis=ngs no charts
Main categories in monitoring toolsListing of raw data Graphics & deep analysis
Main categories in monitoring toolsHuman expertise & “insight” Consultancy services
Segmentation in the monitoring tools market E-‐reputa=on Share of buzz Categories of monitoring tools Market Insights Brand evolu=on
Complaint solve problem Compliment Inﬂuencer ﬁnd your next tes=mony ambassador Expressed Crisis need warning -‐new product 10 Reasons reputa=on To Use Social Media Monitoring!Compe=tor iden=fy their ROI measure forces Crowd iden=fy Audit scan your trends market Threats comprehend
you will be surprised… Customer service Sales Product Innova=on Brand Mgmt Corporate …by the value of the insights from a monitoring Com approach, especially for your company
Avis wanted to beat its rival Hertzin the profitable business sectorAvis identified key positives and negatives about its brand in relation to thecompetition.They found that a key positive for Hertz business users was the availabilityof Neverlost (GPS) navigation.After this monitoring they realized they needed to :• install GPS• improve the loyalty scheme• simplify the contractCar rental sector is growing at 1% per yearAfter having done their online social media activities, the Avis’ turnoverincreased by 13%
• INFRAB ELINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid 15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure need to react quickly
• INFRAB ELINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
• INFRAB ELTechnical explanation doesnʼt ﬁt with people expectation!INFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
SHARE OF BUZZ VOLUME Conversation about : • Hall / Buizingen • Infrabel • NMBS / SNCB Conversation GeneratorINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Monitor online conversation to discover what people are talking about.
First reaction was about sadness, then they were angry aboutsecurity, delay and structural functioningINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create content that answer to the real concerns
First reaction was about sadness, then they were angry aboutsecurity, delay and structural functioning!INFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create content that answer to the real concerns
• INFRAB ELLEVI’S : Store Opening Challenge : Create store traffic and sale via online buzz for store opening and concert by Headphone. Action: 10 days of blogging, social media postings and online activation. Result: Sales objectives reached , high attendance by 2000 visitors and increase to 7 pages of Google referrals.
• INFRAB ELLEVI’S : Store Opening We use buzz monitoring tools to find where conversation appears, were where the brands lover, headphone lover, people speaking about Gent.
• INFRAB ELLEVI’S : Store Opening We create conversation on social media to create public interest - Headphone fan / Rock Fan / People leaving in Gent / Fashionista
Post-campaign buzz monitoringGoogle search « Gent Levis Headphone » : 7 first page of google are onlytalking about the actionOne month later : Google search « Levi’sor Headphone » present on the first page