Social Media Monitoring


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Explains what is SML, and why t must be an integral process of every organization.

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Social Media Monitoring

  1. 1. An outlook on the what, why and HOW of Prepared by Rutwik for Motif Inc. 1
  2. 2. Skip to “How?”  ‘What’ is Social Media Monitoring?  ‘Why’ Monitor Social Media?  ‘How?’ – tips and tools for Social Media Monitoring Prepared by Rutwik for Motif Inc. 2
  3. 3.  Social media in plain English. Skip to “How?” Prepared by Rutwik for Motif Inc. 3
  4. 4.  Right now, somewhere Skip to “How?” online, conversations related to some business are taking place.  People may be talking about an individual, a brand, a campaign, a brand’s competitors, the industry a particular brand is in, or the world in general and how a brand fits into it. World Brand Industry Individual Prepared by Rutwik for Motif Inc. 4
  5. 5. Skip to “How?”  Time and again, the web has proven to be a valuable, but overlooked, resource for information.  Companies try to gauge the true feeling of its customers, and armed with business intelligence,  they find the sweet spot they’re looking for to take their marketing to the next level,  or to avoid making decisions that run counter to what their customers really want. Prepared by Rutwik for Motif Inc. 5
  6. 6. Skip to “How?”  Monitoring conversations online is quickly becoming a go-to service for many companies as they strive to better understand what people are thinking and how they feel about their brands.  But, there are many different reasons why it’s good business sense to keep an ear out for what people are saying when they publish, comment, discuss or share their true feelings across the web. Prepared by Rutwik for Motif Inc. 6
  7. 7. 1. Understand what people are thinking in near real-time  More and more every day, the web is becoming a data-rich library of real-time information as people air their true feelings about the world in general and a brand in particular.  Online, people are being brutally honest about what they believe and have no fear publishing their thoughts.  The web has turned the megaphone around, giving customers a voice they never enjoyed before.  Now, instead of companies screaming out their words into the wilderness, a world full of people are screaming to be heard.  And they are expecting the brand to listen.  This means we can continually gauge what people are thinking “right now” and collect information that’s always relevant. Skip to “How?” Prepared by Rutwik for Motif Inc. 7
  8. 8. 2. Gain insights one can apply to one’s branding and marketing  Once armed with this insight, one can apply it to one’s business in different ways, either by using it as pure business intelligence or to develop creative responses, programs and initiatives.  By monitoring online conversations, one can learn the lingo being used, issues being raised and real concerns people have.  Then, with all this in mind, one can go back to one’s existing marketing material, be it online or offline, and adjust it to reflect the way people are discussing one’s brand and the issues that face it. And it goes without saying that one can develop new materials with these insights as well. Skip to “How?” Prepared by Rutwik for Motif Inc. 8
  9. 9. 3. Implement strategies to market one’s brand effectively, and manage online reputation, and keep an eye on competitors  As monitoring online conversations starts, one will be armed with a wide range of information that will help one design their online communications strategy.  One can measure the effectiveness and impact of one’s marketing campaigns.  Identify conversations where one can contribute, add value and help others – whether they’re related to one’s brand or not.  By doing so, one can humanize their brand and become a credible resource for people when they need help.  From a pure business intelligence point of view, one can:  Generate leads  Keep an eye on your competitors  Feel out the issues facing one’s industry  And gain key product development insights Go to “How?” Prepared by Rutwik for Motif Inc. 9
  10. 10.  One must go through the following process to monitor social media Keyword brainstorm & Data Collection Report research •Understand •Kind of •Populate search •Test keywords •Start collecting what people •Convert information terms with date range posts, comments wish to convey tabulated data needed etc. via posts to graphs •Conclusion Define listening Keyword testing Analysis objectives Prepared by Rutwik for Motif Inc. 10
  11. 11. Prepared by Rutwik for Motif Inc. 11