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Gettingpractical withsocial mediaagain.
BRIAN HUONKERCONSULTANT, DESIGNS BY BRIANVICE-PRESIDENT, @MIDWESTASSISTANT DIRECTOR, UNIVERSITYMARKETING, ILLINOIS STATE U...
WHY MONITOR SOCIAL MEDIA?
a fancy way todescribe the zillionsof conversationspeople are haveonline 24/7. Someof which are aboutyou and yourbusiness...
 Social NetworkingFacebook, Twitter, LinkedIN, Google+Interact by adding friends, commenting on profiles, joininggroups a...
WHY SHOULD WE CARE?
 96% of unhappycustomers don’tcomplain, however91% of those willsimply leave and nevercome back A dissatisfied customerw...
Happy customerswho get their issuesresolved tell anaverage of four to sixpeople about theirpositive experiencesWord of m...
SIMPLE STEPS TOSOCIAL MEDIAMONITORING
STEP 1: DO YOUR HOMEWORK
 Set your goals Increased sales? Develop buzz and interestaround a new product Move old merchandise Generate registra...
Understand youraudienceWho are they Characteristic?What motivates them? What do they want fromyouWhen are they on?W...
Outline YourStrategies Get influencers talkingabout you Educate people aboutwhy they you Tell stories thatpersonalize ...
ListenDiscover what peopleare saying about you Facebook, Twitter,LinkedIN Reddit, Yelp, PlacesSTEP 1: DO YOUR HOMEWORK
STEP 2: GOOGLE ALERTS
http://www.google.com/alertsSTEP 2: GOOGLE ALERTS
Set up is your searchterm. Try to pick a searchphrase that is fairlyspecific andspecialized. Youre allowed to entermore...
 Entry Talkwalker advertises itself as ―thebest free and easy alternative toGoogle Alerts.‖ Social Mention is a free an...
STEP 3: HOOTSUIT
http://hoostsuit.comSTEP 3: HOOTSUIT
STEP 3: HOOTSUIT
FacebookSearch all publicFacebook posts withinHootSuiteGoogle+Search all publicFacebook posts withinHootSuiteLinkedIN...
 twitter search—containing both "twitter" and "search‖ "owls rock"—containing the exact phrase "owls rock‖ ―ninjas OR p...
 Entry level Tweetdeck Mid-level Viralheat. Twitter, Facebook,Google+, LinkedIn, Pinterest,YouTube, blogs, forums Spr...
 T w eetReach . W ho is reading your tweets? Howis it being shared? W hat is the m easuredim pact of what you ’r e puttin...
STEP 4: GOOGLE ANALYTICS
http://www.google.com/analytics/lets you measureyour advertising ROITraffic Source Sources  All TrafficTraffic Sourc...
STEP 5: SOCIAL INFLUENCE
http://klout.com/Influence is theability to drive action.When you sharesomething on socialmedia or in real lifeand peopl...
AgoraPulseperforms an analysisof your FacebookPage and comparesit against othercompanies’ Pagesthat have a similarnumber ...
 Free tools LikeAlyzer gives you arating out of 100 incomparison to otherPages and gives yousome recommendationson how y...
Because socialmedia isconversationAllows you to insureyour Brand ismeeting its promiseEnsures your goalsare metAnd it ...
 Holistic CampaignMonitoring. Yourinbound marketing datain one placeSEOMozWildfireHubSpotSmaller ScaleConstant Conta...
Gettingpractical withsocial mediaagain.
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Social Media Monitoring—A presentation for @Midwest

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Why Social Media Monitoring?
The answer is simple: People trust the opinions of others more than brand advertisements, official websites or PR releases. In fact, people trust the opinion of others, especially their peers, more than almost anything. This means that online opinions on your brands and products really matter. Quite a lot, to be frank. So, let us list a number of reasons for you to keep a close eye on the online chatterbox:
- Measuring Marketing effectiveness
- Manage crisis pro-actively
- Do effective online public relations
- Benchmark your competition
- Identify new market opportunities
- Get market insights in the most cost effective manner

Learn more about the @Midwest Social Media Conference by visiting atMidwest.com.

Published in: Business, Technology
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Social Media Monitoring—A presentation for @Midwest

  1. 1. Gettingpractical withsocial mediaagain.
  2. 2. BRIAN HUONKERCONSULTANT, DESIGNS BY BRIANVICE-PRESIDENT, @MIDWESTASSISTANT DIRECTOR, UNIVERSITYMARKETING, ILLINOIS STATE UNIVERSITYHUONKS.COMFACEBOOK.COM/BKHUONKERTWITTER.COM/BKHUONKERLINKEDIN.COM/IN/BKHUONKER
  3. 3. WHY MONITOR SOCIAL MEDIA?
  4. 4. a fancy way todescribe the zillionsof conversationspeople are haveonline 24/7. Someof which are aboutyou and yourbusiness.SOCIAL MEDIA ARE CONVERSATIONS
  5. 5.  Social NetworkingFacebook, Twitter, LinkedIN, Google+Interact by adding friends, commenting on profiles, joininggroups and having discussions. Blogs and ForumsWordpress, UBB, Blogger, VanillaUser generated opinion and comments Social NewsDigg, Propeller, RedditInteract by voting for articles and commenting on them. Social Photo and Video SharingYouTube, Pinterest, Instagram, Flickr,Interact by sharing photos or videos and commenting onuser submissions. WikisWikipedia, WikiaInteract by adding articles and editing existing articles. Location Games/Deals4Square, Places, SCAVNGRInteractions through games, specials and deals Social BookmarkingDel.icio.us, Blinklist, SimpyInteract by tagging websites and searching throughwebsites bookmarked by other people.A host ofsocial mediaoptions, eachtailoredtowards thecustomerscommunicationstyle.SOCIALMEDIAARE
  6. 6. WHY SHOULD WE CARE?
  7. 7.  96% of unhappycustomers don’tcomplain, however91% of those willsimply leave and nevercome back A dissatisfied customerwill tell between 9-15people about theirexperience. Around13% of dissatisfiedcustomers tell morethan 20 people. 70% of buyingexperiences are basedon how the customerfeels they are beingtreated 55% of customerswould pay extra toguarantee a betterservice 80% of customersprefer to speak with arepresentative at theweekendsCREATE A DIALOGUE
  8. 8. Happy customerswho get their issuesresolved tell anaverage of four to sixpeople about theirpositive experiencesWord of mouthtestimonialsbroadcasted acrosssocial mediachannels“SMART BUSINESS”
  9. 9. SIMPLE STEPS TOSOCIAL MEDIAMONITORING
  10. 10. STEP 1: DO YOUR HOMEWORK
  11. 11.  Set your goals Increased sales? Develop buzz and interestaround a new product Move old merchandise Generate registrations tobranded events throughsocial Increase foot traffic? Engage users in social togenerate relevant andtargeted traffic Customer service Gain market share byleading customer/clientservice through socialSTEP 1: DO YOUR HOMEWORK
  12. 12. Understand youraudienceWho are they Characteristic?What motivates them? What do they want fromyouWhen are they on?Where are they at?STEP 1: DO YOUR HOMEWORK
  13. 13. Outline YourStrategies Get influencers talkingabout you Educate people aboutwhy they you Tell stories thatpersonalize theproblems you can helpsolveDetermine your tatics Twitter, Facebook FanPage, LinkedIN,YouTube. Which willhelp your strategies Try creating valuablecontent. creating blog posts,podcasts and videos thateducate Incorporate your SEOkeywords and phrasesincrease online visibilityand search enginerankingSTEP 1: DO YOUR HOMEWORK
  14. 14. ListenDiscover what peopleare saying about you Facebook, Twitter,LinkedIN Reddit, Yelp, PlacesSTEP 1: DO YOUR HOMEWORK
  15. 15. STEP 2: GOOGLE ALERTS
  16. 16. http://www.google.com/alertsSTEP 2: GOOGLE ALERTS
  17. 17. Set up is your searchterm. Try to pick a searchphrase that is fairlyspecific andspecialized. Youre allowed to entermore than one wordhere, so try to narrow itdown a littleChoose what type ofGoogle Alert youneedSpecify how oftenyou want to receiveGoogle AlertsYou can also managethis and any otherAlert youve created.STEP 2: GOOGLE ALERTS
  18. 18.  Entry Talkwalker advertises itself as ―thebest free and easy alternative toGoogle Alerts.‖ Social Mention is a free andreputable product in the social searchengine arena, tracking alerts acrossthe web and social media channels. Mid-level Mention is a high-end version ofGoogle Alerts with the addition ofselect social sources. Trendrr lets you harness the power ofsocial media to see how a TV ad or ashow is received by the audience. Colabo provides unlimited datasources and self-service analytics. High-end Bloomberg Professional, provides adifferent scope of information. Meltwater News is a full solutionaimed at PR and marketingprofessionals for both inbound andoutbound coverage.STEP 2: GOOGLE ALERTS
  19. 19. STEP 3: HOOTSUIT
  20. 20. http://hoostsuit.comSTEP 3: HOOTSUIT
  21. 21. STEP 3: HOOTSUIT
  22. 22. FacebookSearch all publicFacebook posts withinHootSuiteGoogle+Search all publicFacebook posts withinHootSuiteLinkedIN (groups,personal, company)TwitterKeyword trackingallows you to track upto three keywords orphrases within onecolumnSearch is a flexibleand customizable toolSTEP 3: HOOTSUIT
  23. 23.  twitter search—containing both "twitter" and "search‖ "owls rock"—containing the exact phrase "owls rock‖ ―ninjas OR pirates‖—containing either "ninjas" or "pirates" (or both) ―super –man‖—containing "super" but not "man‖ ―#followfriday‖—containing the hashtag "followfriday‖ ―from:HootSuite‖—sent from person "hootsuite‖ ―to:invoke‖—sent to person "invoke‖ ―@memelabs‖—referencing person "memelabs‖ ―colbert since:2008-07-27‖—containing "colbert" sent since 2008-07-27 ―w00t until:2008-07-27‖—containing "w00t" sent up to "2008-07-27 ―unicorns :)‖—containing "unicorns" with a positive attitude ―fail :(―—containing "fail" and with a negative attitude ―bacon ?‖—containing "bacon" and asking a question ―rainbows filter:links‖—containing "rainbows" and linking to URLsSTEP 3: HOOTSUIT
  24. 24.  Entry level Tweetdeck Mid-level Viralheat. Twitter, Facebook,Google+, LinkedIn, Pinterest,YouTube, blogs, forums Sprout Social. Twitter, Facebook,LinkedIn, YouTube Seesmic. Manage all of yourbusiness’ social media accounts inone place High-level UberVU. Twitter, Facebook, YouTube,blogs, forums, news Sysomos. Twitter, Facebook,LinkedIn, YouTube, blogs, forums,news Spredfast. Twitter, Facebook,Google+, LinkedIn, Pinterest,YouTube, blogs, SlideShare, Flickr Radian6. Twitter, Facebook, YouTube,blogs, forums, newsSTEP 3: HOOTSUIT
  25. 25.  T w eetReach . W ho is reading your tweets? Howis it being shared? W hat is the m easuredim pact of what you ’r e putting out there?T weetReach is a social analyt ics tool that helpsyou capture this valuab le inf orm ation. T w entyFeet . T went yF eet aggregates youractivit y f rom various social m edia platf orm s soyou can get the f ull picture of you r onlinepresence. T hen, you can determ ine which ofyour activit ie s are m ost valuab le. T w italyzer . Measure your im pact, engagem ent,and inf luence on T witter with this tool. T heyof f er three plans, depending on your needs,Individu a l, Business and Agenc y, all at a ver yreasonable price. T hey do of f er their three m ostpopular reports f or f ree, so just connect yourT witter account and start T wita lyzing . PeerIndex . Use this tool to determ ine you ronline authorit y and who you r online brandadvocates are. Learn which topics are best f oryou to f ocus on and who to connect with tospread the word. SocialM ention . T rack and m easure who istalk ing about you, you r com pany, your product,or any topic related to your industr y.SocialM ent ion pulls data f rom hundreds ofsocial m edia services to give you the m ostaccurate, real -tim e inf orm ation . SocialPoin te r . T his tool allo ws you to trackand m onitor social m entions and respond inreal-tim e. Find potentia l custom ers, listen towhat you r com petitors are sayin g, and get How Sociable . Measure your brand’s im pactonline with this tool that provides you with am agnitude score. T he score analyze s your levelof activit y online so that you can determ inewhether you have enough of a presence. Engag.io . T his is a great tool f or m anagingyour conversat io ns on social network s.Engag.io provid es you with valuab le insightsinto the people you are talk ing to via socialm edia and also gives you a place to trackwhether or not you ’ve responded. Brand M onitor. T rack you r brand acrossnum erous social m edia sites. Find whereconversatio ns releva nt to your business aretak ing place so that you can start becom ing anactive social m edia participan t. Learn trendingk eywo rds and m easure conversat io nengagem ent to help bring m ore valuab le brandcontent to social m edia platf orm s. Kred . Sim ila r to Klout, Kred m ines social datato give you a Kred score. T he score is acom bination of your inf luence and you routreach activit y. Kred m easures how of ten youtweet or post, how people interact with you , andthe growth of your audience. Kred gives you adetailed break down of you r score so that youk now exactly where you should im prove and theareas in social that are work ing well f or you rcom pany. T w itterCounte r . T witter Co unt er track s T witte rusers to give you statistics and usageinf orm ation f or you r account. T his serviceSTEP 3: HOOTSUIT
  26. 26. STEP 4: GOOGLE ANALYTICS
  27. 27. http://www.google.com/analytics/lets you measureyour advertising ROITraffic Source Sources  All TrafficTraffic Source SocialSTEP 4: GOOGLE ANALYTICS
  28. 28. STEP 5: SOCIAL INFLUENCE
  29. 29. http://klout.com/Influence is theability to drive action.When you sharesomething on socialmedia or in real lifeand people respond,thats influence.The Klout Score is anumber between 1-100 that representshow influential youare.STEP 5: SOCIAL INFLUENCE
  30. 30. AgoraPulseperforms an analysisof your FacebookPage and comparesit against othercompanies’ Pagesthat have a similarnumber of fans.Note: ―other‖companies also mustuse the tool.http://www.agorapulse.com/STEP 5: SOCIAL INFLUENCE
  31. 31.  Free tools LikeAlyzer gives you arating out of 100 incomparison to otherPages and gives yousome recommendationson how you can improveyour Page. CScore is a free analyticstool that does an analysisof your Facebook Pageand then categorizes andscores it based on thebehavior of your Page. Paid tools Fanpage Karma is a paidtool that provides a freeversion that allows you todo a fairly detailedanalysis of your FacebookPage and a comparisonwith your competitors. Simply Measured is apowerful reporting toolthat provides a widerange of analytic reportsfor Facebook, Twitter andother social networks.STEP 5: SOCIAL INFLUENCE
  32. 32. Because socialmedia isconversationAllows you to insureyour Brand ismeeting its promiseEnsures your goalsare metAnd it allows you tomeasure you ROIWHY MONITOR SOCIAL MEDIA?
  33. 33.  Holistic CampaignMonitoring. Yourinbound marketing datain one placeSEOMozWildfireHubSpotSmaller ScaleConstant ContactMailChimpCampaign MonitoringWHAT’S NEXT?
  34. 34. Gettingpractical withsocial mediaagain.

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