Listening, Analyzing and Managing Social Media

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Listening, Analyzing and Managing Social Media

  1. 1. Listening, Analyzing & Managing Social Media Traffic <br />Jamie Duklas – Director of Social Media<br />July 12, 2011<br />#SManalytics<br />
  2. 2. Our Work & Our Clients:<br />Social<br />Media<br />Mobile Advertising<br />Online Display<br />Search<br />Marketing<br />SEO<br />Paid Search<br />Shopping Engines<br />Email<br />Creative Services<br />Local <br />Map Optimization<br />Paid Inclusion<br />Shopping Engines<br />#SManalytics<br />
  3. 3. Overview<br /> Where are you at with social media?<br /> Listening / monitoring<br /> Engagement<br /> Analyzing / measurement<br />Summary<br />Hashtag: #SManalytics<br />#SManalytics<br />
  4. 4. Social Media Maturity Curve<br />#SManalytics<br />
  5. 5. Poll Question<br />Do you currently use any social media monitoring software?<br /> Yes<br /> No<br />#SManalytics<br />
  6. 6. Facebook is not a Social Media Marketing Program<br /> Start with a goal, not a social media platform<br /> Platforms change often, your business strategy will not<br />#SManalytics<br />
  7. 7. What Does a Social Media Marketing Program Look Like?<br />#SManalytics<br />
  8. 8. Social Media Software Landscape: Monitoring<br />#SManalytics<br />
  9. 9. Poll Question<br />What is preventing you from investing in social media monitoring software?<br /> Budget / software costs<br /> Validating worth to boss / executives<br /> Not sure which software is the right one<br /> Do not see the need for it<br /> I am using social media software<br />* Select all that apply<br />#SManalytics<br />
  10. 10. Are You Getting 10% of the Conversation?<br /> Don’t expect people to come your social media profiles<br /> The conversation is going on everywhere<br />Start using social media software<br />#SManalytics<br />
  11. 11. It Doesn’t Have to be Fancy, it Needs to be Consistent<br />#SManalytics<br />
  12. 12. Monitoring Goals<br />Start with what is manageable and most important<br /> Differentiate keywords by motive (researching, buying, customer service)<br /> Use your customer’s words<br /> Refine & expand your keywords over time<br />#SManalytics<br />
  13. 13. Social Media Software Landscape: Engagement<br />#SManalytics<br />
  14. 14. Develop an Engagement Strategy<br />#SManalytics<br />
  15. 15. Change the Way You Communicate Internally<br />#SManalytics<br />
  16. 16. Steps Towards Better Communication<br /> Determine Subject Matter Experts and train them to execute social media strategy for you<br /> Develop an engagement process where actions are tracked<br /> Input data into a central database so everyone has the same data and a complete picture of the customer<br /> Take issues offline (with a dedicated email address)<br />#SManalytics<br />
  17. 17. Be Proactive, not just Reactive<br />#SManalytics<br />
  18. 18. Poll Question<br />How would you classify your social media communication?<br /> Not actively doing social media<br /> Reactive<br /> Mostly Reactive, Slightly Proactive<br /> Reactive and Proactive<br />#SManalytics<br />
  19. 19. Engagement Goals<br />Reply in as close to real-time as possible<br /> Set expectations<br /> Create action (drive clicks)<br /> Develop a formal process<br /> Track your engagement process<br /> Create dashboards & metrics to show success<br />#SManalytics<br />
  20. 20. Engagement Workflow<br />#SManalytics<br />
  21. 21. Engagement Workflow Process<br />Engagement<br />Data<br />Marketing<br />Internal<br />(Customer Profile)<br />Social Graph<br />(Customer Profile)<br />Monitoring<br />Sales<br />Customer<br />Service<br />#SManalytics<br />
  22. 22. Customize Your Response to the Motive / Persona<br />Social Media<br />Monitoring<br />Engagement<br />Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.<br />#SManalytics<br />
  23. 23. Measure Your Engagement<br />Social Media<br />Monitoring<br />Engagement<br />Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.<br />Measurement<br />Track all your engagements, develop dashboards. Use analytics tracking and KPI metrics.<br />#SManalytics<br />
  24. 24. Measurement<br />#SManalytics<br />
  25. 25. Poll Question<br />How much does proving ROI drive your social media program?<br /> None, we do limited tracking<br /> A little, more about customer service & promotions<br /> Some, trying to prove ROI<br /> A lot, showing ROI is a major focus<br />#SManalytics<br />
  26. 26. Measurement Goals<br />Determine appropriate KPIs<br /> Track everything!<br /> Develop a process (consistency, efficiency)<br /> Focus on what can be optimized<br />#SManalytics<br />
  27. 27. Potential Metrics to Track<br /> Customer Service<br />Number of complaints<br />Complaints by topic<br />Solve %<br />Number of public thank you messages<br /> Engagement<br />Responses<br />Responses by topic<br /> Sales<br />Revenue<br />Leads generated<br /> Clicks<br />#SManalytics<br />
  28. 28. Summary<br /> Start with a business goal <br /> Everyone can & should be monitored & tracked<br /> Scale your effort<br /> Content is the lifeblood of social media<br /> Find the right KPIs for you<br /> Be timely & consistent<br />#SManalytics<br />
  29. 29. Question & Answer<br />Booyah Online Advertising<br />Jamie Duklas<br />facebook.com/booyah<br />twitter.com/booyahagency<br />twitter.com/jduklas<br />linkedin.com/in/jamieduklas<br />http://social-media-strategist.com/<br />#SManalytics<br />slideshare.net/jduklas<br />Jamie Duklas | Director of Social Media | Booyah Online Advertising<br />11030 CirclePoint Road | Suite 350 | Westminster, CO 80020<br />ph: 303.345.6634  | fax: 303.345.6734 | booyahadvertising.com<br />

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