Social 360


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A slide deck I designed to showcase the uses of social media from a business perspective using Sysomos tools Heartbeat and MAP.

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  • First/Last Spike – Much larger volume of News/Blogs then any of the other spikes noticed.
  • First/Last Spike – Much larger volume of News/Blogs then any of the other spikes noticed.
  • Average 1184 Followers per tweeter.61% Positive Conversation = 6.2 Million positive impressions
  • 3020 Followers per tweeter.60% Negative Tweets = 44.9 Million negative impressions
  • 2068 followers per tweeter.59% Positive Tweets = 45.7 Million positive impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • 1576 Followers Per Tweeter.70.5% Negative Tweets = 73.3 Million Negative Impressions
  • Gap Spikes – Combined total roughly 55,000 conversations.Starbucks Spike – Roughly 20,000On Average SBUX garners about 3.5x more conversation then the GAP.
  • Social 360

    1. 1. social 360<br />
    2. 2.
    3. 3. Today’s Presenters<br />Nygel WeisharSocial Media & Community Relations Specialist<br />Edmund Clarke<br />Senior Account Manager<br />@nweishar<br />
    4. 4. Today’s Topics<br />Where does Sysomos fit in the picture?<br />Deeper Insights into Social Data.<br />Engagement, a Crash Course.<br />Reporting: When, Why, and How.<br />
    5. 5. Data Collection<br />
    6. 6. TheChallenge<br />Billions of Conversations <br />Unstructured & Dispersed data<br />Multiple Languages<br />High signal to noiseratio<br />How to interact,<br />who to interactwith<br />What and how to contribute<br />
    7. 7. TheOpportunity<br />Analytics<br />Monitoring<br />Research<br />Public Relations<br />Customer Service<br />Strategizing<br />Measuring<br />Forecasting<br />
    8. 8. Analytics<br />Monitoring<br />Research<br />Public Relations<br />Customer Service<br />Strategizing<br />Measuring<br />Forecasting<br />
    9. 9. MAP <br />(Media Analysis Platform)<br /><ul><li>Unlimited access to billions of social media conversations.
    10. 10. Historical database spanning back two years.
    11. 11. Conduct in-depth research to draw new insights and prepare detailed reports.
    12. 12. Ability to apply a full suite of analytics tools. </li></li></ul><li>Heartbeat<br />Monitor, Measure, Engage<br /><ul><li>Monitor all conversations pertinent to you and your competition.
    13. 13. Engage key influencers and opinion leaders directly from the platform.
    14. 14. Integrate Twitter and Facebook Fanpages to provide further analysis.
    15. 15. Notify team members of your team through the native CRM or email alerts.</li></li></ul><li>No single statistic will prove your point. You must aggregate social stats into concepts.<br />Points of interest you may include in your reports:<br /><ul><li> Verticals
    16. 16. Geo/Demographics
    17. 17. Deep Comparisons
    18. 18. Influencer Report
    19. 19. Conversation Drivers</li></li></ul><li>Verticals<br />Produced by running compare reports in MAP and then compiling the CSV exports in excel.<br />
    20. 20. Global Intelligence<br />Geography report produced in Heartbeat combining, country, state, and language statistics. Gender also taken from Heartbeat. <br />
    21. 21. Deeper Comparisons<br />Comparison report under the Heartbeat compare tab. <br />
    22. 22. Deeper Comparisons<br />Competitors have been replaced with main tags to provide an industry analysis. <br />
    23. 23. Deeper Comparisons<br />Added “shure” to the “Within” drop down to compare against industry. <br />
    24. 24. Toronto Maple Leafs Example<br />
    25. 25. Top Influencer<br />
    26. 26. Why Bieber?<br />
    27. 27. Why not others?<br />
    28. 28. Proactive Influencer Search<br />
    29. 29. Proactive Influencer Search<br />1<br />2<br />3<br />4<br />5<br />
    30. 30. Conversation Drivers<br />Tell A Story: Research In Motion<br />
    31. 31. High Level Snapshot<br />Conversations Between Sept 21, 2010 – Sept 21, 2011<br />Sentiment Ratio<br />1:1.6<br />North America<br />California – 15%<br />New York – 14%<br />Ontario – 12%<br />Texas – 5%<br />Arizona – 4%<br />Quebec – 3%<br />Other – 47%<br />Twitter – 25.1 Million<br />Forums – 2.5 Million<br />Blogs – 2.3 Million<br />News – 737,633<br />
    32. 32. Conversation Volumes<br />
    33. 33. Conversation Volumes<br />Tweet Counts<br />276,981<br />301,063<br />284,628<br />228,928<br />100,579<br />107,942<br />99,518<br />
    34. 34. Spike Analysis<br />
    35. 35. Spike Analysis<br />
    36. 36. September 27, 2010<br />RIM Launches the Blackberry Playbook<br />TweetCount: 276,981<br />Reach: 493 Million<br />Sentiment Ratio<br />1:1.3<br />
    37. 37. October 8, 2010<br />UAE Announces reversal of ban on BBM Technology<br />TweetCount: 99,518<br />Reach: 143 Million<br />Sentiment Ratio<br />1:1.6<br />
    38. 38. February 18, 2011<br />Ubertwitter is shut down via twitter.<br />TweetCount: 107,942<br />Reach: 154 Million<br />Sentiment Ratio<br />1:3.5<br />
    39. 39. June 6-8, 2011<br />Apple announces major competitor to BBM called iMessage.<br />TweetCount: 284,628<br />Reach: 240 Million<br />Sentiment Ratio<br />1:1.8<br />
    40. 40. July 27, 2011<br />RIM Cuts 2000 jobs.<br />TweetCount: 100,579<br />Reach: 110 Million<br />Sentiment Ratio<br />1:2.3<br />
    41. 41. August 8-10, 2011<br />RIM temporarily disables BBM service to counter riot organization.<br />TweetCount: 310,063<br />Reach: 233 Million<br />Sentiment Ratio<br />1:2.8<br />
    42. 42. September 15, 2011<br />RIM announces Q2 earnings report. <br />TweetCount: 228,928<br />Reach: 445 Million<br />Sentiment Ratio<br />1:5.5<br />
    43. 43. Negative Impact<br />(Neg. Sentiment Ratio X Reach)<br />652.4<br />640.9<br />539<br />432<br />253<br />228.8<br />
    44. 44. Negative Impact<br />(Neg. Sentiment Ratio X Reach)<br />2447.5<br />
    45. 45. Tips & Tools Used<br /><ul><li>Explore!
    46. 46. The same story doesn’t often exist twice
    47. 47. In addition to Sysomos
    48. 48. Screenshot capture tool
    49. 49. csv export
    50. 50. buzzgraph
    51. 51. excel
    52. 52. Think outside the box
    53. 53. You’re part of the first generation of social analyzers, think like one!</li></li></ul><li>Stats Wrap Up<br />Social Media and it’s aggregated data can <br />be used in countless ways. What we’re seeing <br />is only the tip of the ice berg.<br /><ul><li> Verticals
    54. 54. Geo-Demographics
    55. 55. Negative Impact
    56. 56. Conversation Drivers
    57. 57. Influencer Identification
    58. 58. Deeper Comparisons</li></li></ul><li>Benefits of Engagement<br /><ul><li>Analyzing social is only the reactive side to a social media strategy.
    59. 59. Engaging in social media spans far beyond simply having a presence.
    60. 60. Provide additional value to your clients through offering engagement strategies/management.</li></li></ul><li>Engagement<br />Engagement - Defined <br />1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.<br />2. to attract and hold fast: The novel engaged her attention and interest.<br />3. to undergo or cause to undergo interlocking, as of the components of a driving mechanism<br />4. to attract or please: His good nature engages everyone.<br />
    61. 61. Social Engagement<br />1. Tweeting<br />2. Blogging<br />3. Facebook’ing<br />4. YouTub’ing<br />5. Quora’ing<br />6. Google+’ing<br />7. The list goes on…<br />
    62. 62. Effective Engagement<br />Be a part of the conversation<br />Listen before you speak<br />Speak to relevant topics<br />Be Honest/Transparent<br />Have an actionable goal<br />
    63. 63. Reasons to engage?<br />Types of Engagement<br />General Awareness<br />Customer Service<br />Promotions<br />Crisis Communications<br />Product/Offer Development<br />
    64. 64. General Awareness<br />People are talking – Have a presence<br />Community Management<br />Reach thousands instantly<br />Information dissemination<br />Point of contact<br />Users EXPECT your presence<br />
    65. 65. Influencer Monitor Strategy<br />If possible, try and engage everyone that mentions you<br />If not, use influencer monitoring strat.<br />Use Top Influencers tool<br />Build tag of top influencers<br />Add new in time<br />
    66. 66. Customer Service<br />Social is Personal<br />Give the CS dept. a personality facelift<br />Social is Fast<br />One of the quickest ways to reach clients<br />Social is Public<br />Let everyone share in your CS triumphs<br />
    67. 67. Customer Service Monitor<br />Utilize Heartbeat’s Workflow Management System<br />Track all client engagements<br />Automated alerts focusing around “help”related terms<br />
    68. 68. Promotions<br />Extremely cost effective way to reach large audience<br />Can be much more targeted <br />
    69. 69. Promotions Monitor<br />Track for mentions of your brand, product, industry<br />Proactively offer deals to already interested users <br />Promos to dissatisfied potential switchers<br />
    70. 70. Crisis Communications<br />Fastest way to understand when something is going wrong<br />Makes reaction time incredibly faster<br />Disseminate accurate information with a broad reach, quickly, for free<br />
    71. 71. Crisis Monitoring<br />Proposed New Logo:<br />Volume around conversation:<br />
    72. 72. Crisis Monitoring<br />Logo Revision: <br />Volume around conversation:<br />
    73. 73. Benchmark the Conversation<br />1:3<br />3:1<br />
    74. 74. Traditional Product/Offer Development<br />Traditional Approach <br />Focus Groups<br />Surveys<br />Costly practice<br />Mistakes are even more expensive<br />
    75. 75. Times Are Changing<br />Social Media monitoring is providing the same (if not more) information<br />Eliminate Survey Bias<br />Instant Feedback<br />Track Changes<br />
    76. 76. Product/Offer Development How To<br />The BIG Four<br />Facts and Statistics<br />Helps build cases when developing<br />Evolving Trends and Markets<br />Have products ready for sale at perfect time<br />Seasonal Buying Trends<br />Insights into whats coming next<br />Key Social Influencers<br />Some of the best people to talk to<br />Key Social Influencers<br />Some of the best people to talk to<br />
    77. 77. Engagement Do-Not’s<br />Lie<br />Be Slow or inconsistent<br />Over spam people<br />
    78. 78. Engagement Do-Not’s<br />Or this…<br />
    79. 79. Heartbeat or MAP?<br />
    80. 80. Differentiators <br />
    81. 81. Differentiators <br />
    82. 82. What’s in it for you?<br />MAP will allow you to deliver comprehensive audit reports to your client on not only their brand, product or service but also on any topic within their industry.<br />Service multiple clients with comprehensive month end reports<br />Identify trends and influencers on any topic across the social media landscape<br />Enabling you to develop comprehensive outreach strategies for your client – reaching the right people in the right places<br />New Business Pitches<br />
    83. 83. What’s in it for you?<br />Real time monitoring measurement and engagement<br />Pre set searches – track what is important to you or your client<br />Subcategorize conversations – helping you to deliver actionable insights to inform your clients social media strategy<br />Real time email alerting and RSS feeds making sure you never miss a beat relating to your clients online presence.<br />Engage in conversations directly within the system<br />Integrate seamlessly with your end clients ecrm systems for integrated outreach and customer care<br />Integrate your facebookfanpage for monitoring and automoderation<br />
    84. 84. Building a Report<br />What is the purpose:<br /><ul><li>Exploratory
    85. 85. Social Audit
    86. 86. Prospects
    87. 87. Statistical Recap
    88. 88. Campaign Tracking
    89. 89. Insights</li></li></ul><li>Exploratory<br />Who: Prospective and Current clients currently not engaged in social<br />What: Report outlining current state of social media.<br />When: Organization has no strategy/familiarity w/ social media.<br />Why: A great opportunity to showcase for clients the amount of potential social media networks can provide and currently how they stand.<br />
    90. 90. Exploratory<br />How:<br />The Goal:<br /><ul><li>Include spike analysis over 2 year period
    91. 91. What happened, when, and why
    92. 92. The less share of voice, the greater opportunity for growth
    93. 93. Point out areas of weakness, and offer ways to potentially improve</li></li></ul><li>Statistical Recap<br />Who: Clients/prospects who have small/medium sized social operations.<br />What: Highlighting simple areas of strength & weakness. Meant to validatesocial efforts/potential of social media.<br />When: Client has some knowledge ofsocial media and deploys simple baseline strategies.<br />Why: Often the “straw that breaks the camels back” when it it comes to deciding to deployand engagement strategy<br />
    94. 94. Statistical Recap<br />How:<br />AND OR<br />The Goal:<br /><ul><li>Applaud current efforts by showcasing growth/evolution in applicable areas.
    95. 95. Point out areas of improvement
    96. 96. Sentiment, Demos, Geography, Reach, SOV
    97. 97. Use Recap to build a case for deploying social mediacampaign/engagement strategy</li></li></ul><li>Campaign Tracking<br />Who: Clients who currently deploy social media strategically in various capacities.<br />What: Provide results tracking based on key deliverables and/or predefined benchmarks.<br />When: Client/Prospect who could benefitfrom understanding how their currentSocial campaigns are winning/losing.Why: Without benchmarksand deliverables to track andmeet, it becomes much harderto prove that you are providingvalue to your client<br />
    98. 98. Campaign Tracking<br />How:<br />The Goal: <br /><ul><li>Set benchmarks/deliverables before campaign start
    99. 99. Share of voice growth, sentiment increase, engagement level, reach, etc.
    100. 100. Heartbeat should track all relevant companies/brands (including comp.)
    101. 101. Organize tags into campaign specific terms
    102. 102. Track competitors campaignsif existing </li></li></ul><li>Insights<br />Who: Client/Prospect has worked with monitoring toolsbefore and understands social.<br />What: Information that goesbeyond the “What happened”. <br />When: Simple engagement/influencer strategy is no longer effective<br />Why: Client/Prospect is looking to improve their currentstrategy and is looking for ways to improve. <br />
    103. 103. Insights<br />How: <br />AND<br />The Goal: <br /><ul><li>Provide more then just simple baseline numbers
    104. 104. Combine different tools for deeper looks
    105. 105. Provide recommendations on ways to improve</li></li></ul><li>Wrap-Up<br /><ul><li>Deeper analysis comes, when you think outside the box
    106. 106. Being engaged is the only way to succeed in social media
    107. 107. Depending on the “social acceptance/employment” of client, reports will vary in focus and length – Be sure pick the right style</li></li></ul><li>Finally – We’re here to help!<br /><ul><li>Our account management team is always willing to help you in your analysis.
    108. 108. Don’t ever hesitate to contact us.
    109. 109. Always feel free to contact us through social.
    110. 110. Twitter
    111. 111. Facebook
    112. 112. Google+
    113. 113. Our Blog</li></li></ul><li>Questions?<br />Nygel WeisharSocial Media & Community Relations Specialist<br />@nweishar<br />in/nweishar<br /><br /><br />Edmund Clarke<br />Senior Account Manager<br />in/edmundclarke<br />Sysomos<br />Sysomos<br /><br />
    114. 114.
    115. 115. social 360<br />