Smart Media Tutorial Module 4


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  • Amanda/Joel
  • Smart Media Tutorial Module 4

    1. 1. Social Media eListening & Online Monitoring How To Know You Are Meeting Objectives Andrew Bates - Director of Social Media
    2. 2. What Does eListening Answer? <ul><li>Who is talking about our business? </li></ul><ul><li>Where are these conversations occurring? </li></ul><ul><li>Who are our audiences? What are their demographics? </li></ul><ul><li>What is being said online about our brands & products? </li></ul><ul><li>Who is saying it? (decision influencers) </li></ul><ul><li>Is it positive or negative? </li></ul><ul><li>Should we react and how? (influencing the influencers) </li></ul><ul><li>What are our competitors doing? </li></ul><ul><li>Are we missing important info about brand perception or audience? </li></ul>
    3. 3. The Power of Influencers Regular Members Regular Members Best Members Regular Members Best Members Influencers Regular Members Best Members Influencers
    4. 4. Why is eListening Valuable? <ul><li>eListening allows businesses to measure how their brand is perceived by their community and industry </li></ul><ul><li>Brands can determine where their audience and influencers are participating in all online networks </li></ul><ul><li>Social media monitoring provides your organization with near </li></ul><ul><li>real-time marketing and competitive business intelligence </li></ul><ul><li>Online monitoring provides a cost effective way to gain the critical information needed to develop an effective internet marketing strategy </li></ul><ul><li>eListening provides the benchmark and ongoing strategy to measure online marketing and social media engagement back to KPI’s and ROI </li></ul>
    5. 5. Required Resources, Tools & Skills
    6. 6. How Do You Get Started? <ul><li>Define and document your goals </li></ul><ul><li>Build a strategy and process </li></ul><ul><li>Identify and empower your internal resources </li></ul><ul><li>Choose the right tools and / or services </li></ul><ul><li>Look for insights and takeaways that will affect marketing, business development and brand awareness </li></ul><ul><li>Develop engagement and tactical strategies based from the key insights </li></ul><ul><li>Consistently measure, evolve and improve your tactics </li></ul><ul><li>Think before you act </li></ul>
    7. 7. Different Business Units May Require Different KPIs Marketing, Branding and PR - Brand Mentions - Competitive and Industry Share of Voice - Downloads, Shares, Likes, Follow - Improved Brand Sentiment Sales and Business Development - Conversion Forms and Demo Requests - New Emails and Leads into a CRM Customer Care and Tech Support - Improved Brand Sentiment - Reduced Inbound Calls and Time on Hold - Volume of Social Media Support Activity Brand Crisis and Legal Considerations - Improved Monitoring – Be Aware - Faster Response Time – Take it Offline - Solve Issues Before They Grow
    8. 8. Measuring Social Media Monitoring Success <ul><li>Move the needle and show the value </li></ul><ul><li>On Page </li></ul><ul><ul><li>Credibility and Content Relevance - Likes, Google+1, Comments </li></ul></ul><ul><ul><li>Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication </li></ul></ul><ul><ul><li>Conversion – User Logins, RSS, Newsletter, Email and Event signups </li></ul></ul><ul><li>On Profiles </li></ul><ul><ul><li>Follows, Fans, Likes, Comments, Facebook Sharing and Retweets </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>More Traffic to the Website from Social Networks </li></ul></ul><ul><ul><li>Increased Time On Site and Page Views </li></ul></ul><ul><ul><li>Improved Search Engine Rankings for the Web Site and Social Profiles </li></ul></ul><ul><li>Mentions and Share of Voice </li></ul><ul><ul><li>Increased Brand Mentions </li></ul></ul><ul><ul><li>Higher Share of the Conversation vs. Competitors </li></ul></ul><ul><ul><li>Improved Brand Sentiment </li></ul></ul>
    9. 9. Clients Measuring the Impact Cynergy Systems - It’s All About Leads - Qualified Inbound Traffic - Website Conversion and SalesForce CRM DuPont - Competitive Share of Voice - Brand and Product Awareness - Crisis Management Chevron - New Products and New Markets - Exposure, Inbound Traffic, Likes, Follows, Shares… - Competitive and Industry Share of Voice American Cancer Society - Donations and Event Attendance - Referrals and Shares Georgetown University - Applicants, Visits and Attendees
    10. 10. Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 @PentonMKTG PentonMarketingServices