SlideShare a Scribd company logo

The Business Case for Social Media Monitoring

Social media is creating new challenges and opportunities for brands including a bewildering array of new touch points and potential approaches. How should brands approach this media landscape? This session, based on real case studies, builds the business case for using buzz research as the ideal starting point for social media engagement and integrated planning

1 of 28
Download to read offline
Learning to listen: the benefits of buzz
Ann Longley, Digital Strategy Director, 17 November 2009
Focus for today


          Why we listen



          How we listen



          What we need from providers
Focus for today


          Why we listen



          How we listen



          What we need from providers
Why we listen


Why listen?




  Problems…? Everyone knows about it
Why we listen
                                      Social media and UB brands
Social media is word of mouth on amphetamines



                                            No such
                                         thing as local



                        Product and
                                                             Bad news
                        share price
                                                            travels fast
                         may suffer

Bad news can damage your business quickly

                              Protests can             Messages
                              be organised              can be
                                 quickly              undermined
Why we listen




News not all bad
Why we listen




Many brands have fans online
Why we listen




Smart brands cultivate their fanbase
Why we listen




And get them involved in their business
Why we listen


Earned media is now the most influential




                       Paid   Owned   Earned



Source: COMPOSE 2008
Why we listen


Marketing has changed

                                             Complexity lies at the centre of the marketing funnel

                                                      Peer                     Competitive
                                                    reviews                    alternatives

 The traditional marketing funnel

                                                                                              Buyers


                                             Eyeballs
Eyeballs                            Buyers
                                                                                              Contributors




                                                  Recommendations                User-generated
                                                     from friends                   content




            Old                                                     New
Why we listen


Online recommendations influence purchasing
behaviour

      • 85% used search last month
        to look for a specific product
      • 49.5% looked for a
        recommendation
  Half• of people researching online seek
         “Sony Ericsson w960i” > 10
         out of top 10 results are social
                 recommendations
Why we listen



Marketing is now a two-way street
Why we listen


  Reputation in the digital age

                                                Strength of
                                                 network/
                                                 fanbase




                                                                                Coke has 3.5M friends
                                                                            on Facebook; fans run the group
Starbuck‟s invites its customers
    to provide regular input

                                     Market     REPUTATION    Responsive-
                                   Leadership       2.0          ness




                                                Product and
                                                   service
                                                 innovation
   Walker‟s let its customers                                                   McDonald‟s lets its customers
     create a new flavour                                                         report on its operations
Why we listen


The new brand stock exchange:
Most talked about brands




UK Superbrands (volume of buzz over the last 6 months)
Why we listen


Top UK brands by sentiment score




http://www.superbrands.uk.com/
Score is the average sentiment weighted by site credibility
Credibility is determined by page rank, in-bound links, page views.
Why we listen


New world calls for a new approach*

                                                                          2. PLAN
1. LISTEN                                                                 Based on the insights gained from Listening,
Conducting online buzz                                                    Our recommendations inform integrated
research is a cost effective way                       Plan               communication planning. These are typically
to identify online conversations                                          shared with a wide range of client stakeholders
that may impact your                                                      and agency partners. Clear goals aligned with
organisational performance.                                               organisational goals informs all activity.
Competitor benchmarking of
key buzz metrics is an
important ongoing business
requirement for many
businesses today. The levels of
buzz help inform ongoing
requirements.
                                   Listen
                                                    Integrated          Respond
                                                     Strategy



                                                                          3. RESPOND
4. EVALUATE                                                               This is the implementation phase based
This phase addresses the evaluation of previous                           on an agreed action plan.
phase and will include key buzz metrics and other                         MEC can play a coordinating role if required
KPIs. This stage leads into Listening again and      Evaluate             and help set the evaluation framework.
refining the strategy accordingly.                                        Cross media activity should be undertaken
                                                                          to ensure an integrated approach.




                                      *MEC approach to reputation management
Why we listen


The benefits of paying attention

 Here are just a few:




         Identify and manage   Improve products
         risks                 and services




         Evaluate campaigns    Find new influencers
Focus for today


          Why we listen



          How we listen



          What we need from providers
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’
How we listen


Overview of tools

  Free online buzz search tools           Fee-based online buzz monitoring /
                                                 ‘listening platforms’




 Good for finding indicative buzz
 but not very accurate or sophisticated
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’




                                   Much more professional and useful
                                   but still far from perfect
How we listen


How we listen: Professional listening platforms

                  Key strength:                                Weaknesses:
         They help make sense of the data              They are machines not human

  Provide sophisticated dashboards with       X Automated sentiment is not always
  easy to use reporting capabilities           accurate due to technology limitations

  Facilitate early detection of problematic   X They do not capture everything that is
  issues which could negatively effect         relevant although they get better with
  sales/share price                            training and they are subject to time
                                               delays
  Provide a good „temperature check‟ on       X Assessing who is influential is hotly
  a wide range of issues and metrics           contested with no consistent
                                               methodology
  Increasingly help manage engagement         X We need to supplement tools with
  through response management tools and        human analysts to properly vet and
  workflows                                    classify the data
How we listen


Vendor screening and selection checklist




 Technology costs versus analyst costs?!
How we listen


Social media fits within a wider planning ecosystem




            What does it all mean?
Focus for today


          Why we listen



          How we listen



          What we need from providers
What we want from providers


What we need from buzz monitoring providers?

    Transparency                              Clarity                        Coverage
 About the strengths but               Relating to your offer           What you can pick up
  also the limitations of                and your plans                and what you can‟t pick
         the tools                                                      up; don‟t just blind us
                                        This is what we do
                                                                          with big numbers
                                       now; this is what we
                                           will do later.



                        Services                         Responsiveness
                                                        Work with us to develop
                            Training
                                                        your offer based on our
                    Workflows and data                       requirements.
                       integration
                                                        Work with us and the
                   Vetting/classification             industry to create agreed
                                                      measurement standards.
Thank you!

         Find me:
ann.longley@mecglobal.com
 http://www.annlongley.net
www.twitter.com/AnnMargaret

Recommended

Social Media Business Case
Social Media Business Case Social Media Business Case
Social Media Business Case Demand Metric
 
Product Presentation
Product PresentationProduct Presentation
Product PresentationThasif Karim
 
Sponsor cepsm new_directionsinsponsorship.pptx The Changing Value of Sponsor...
Sponsor cepsm new_directionsinsponsorship.pptx  The Changing Value of Sponsor...Sponsor cepsm new_directionsinsponsorship.pptx  The Changing Value of Sponsor...
Sponsor cepsm new_directionsinsponsorship.pptx The Changing Value of Sponsor...Bernie Colterman
 
Presentation-Askme.com
Presentation-Askme.comPresentation-Askme.com
Presentation-Askme.comAmit Verma
 
Presentacion abaitua
Presentacion abaituaPresentacion abaitua
Presentacion abaituasircana04
 
Sulekha.com Website Usability Study
Sulekha.com Website Usability StudySulekha.com Website Usability Study
Sulekha.com Website Usability StudyMuki Regunathan
 

More Related Content

Viewers also liked

Online Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationOnline Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationMargaret M. Whitson
 
CRM Project - H2Kinfosys
CRM Project - H2KinfosysCRM Project - H2Kinfosys
CRM Project - H2KinfosysH2Kinfosys
 
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Shlomoh Samuel
 
Just dial limited presentation
Just dial limited presentationJust dial limited presentation
Just dial limited presentationKalyan Veeramalla
 
Justdial business model
Justdial business modelJustdial business model
Justdial business modelShwet Kashyap
 
presentation just dial how it generate th erevenue
presentation just dial how it generate th erevenuepresentation just dial how it generate th erevenue
presentation just dial how it generate th erevenueANSHU TIWARI
 
Online Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentOnline Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentH2Kinfosys
 
Online Banking Business Requirement Document
Online Banking Business Requirement DocumentOnline Banking Business Requirement Document
Online Banking Business Requirement DocumentH2Kinfosys
 
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Ir. MD Nursyazwi Mohammad
 

Viewers also liked (11)

Justdial
JustdialJustdial
Justdial
 
Online Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationOnline Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint Presentation
 
CRM Project - H2Kinfosys
CRM Project - H2KinfosysCRM Project - H2Kinfosys
CRM Project - H2Kinfosys
 
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
 
Just dial limited presentation
Just dial limited presentationJust dial limited presentation
Just dial limited presentation
 
Justdial business model
Justdial business modelJustdial business model
Justdial business model
 
presentation just dial how it generate th erevenue
presentation just dial how it generate th erevenuepresentation just dial how it generate th erevenue
presentation just dial how it generate th erevenue
 
Just Dial PPT
Just Dial PPTJust Dial PPT
Just Dial PPT
 
Online Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentOnline Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement Dcoument
 
Online Banking Business Requirement Document
Online Banking Business Requirement DocumentOnline Banking Business Requirement Document
Online Banking Business Requirement Document
 
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
 

More from Our Social Times

Taking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingTaking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingOur Social Times
 
The convergence of social and digital customer service
The convergence of social and digital customer serviceThe convergence of social and digital customer service
The convergence of social and digital customer serviceOur Social Times
 
The Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceThe Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceOur Social Times
 
Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Our Social Times
 
B2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIB2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIOur Social Times
 
Taking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingTaking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingOur Social Times
 
Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Our Social Times
 
Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Our Social Times
 
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Our Social Times
 
Social Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudySocial Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudyOur Social Times
 
12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"Our Social Times
 
Optimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOptimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOur Social Times
 
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Our Social Times
 
Social Customer Service & Marketing
Social Customer Service & MarketingSocial Customer Service & Marketing
Social Customer Service & MarketingOur Social Times
 
Best Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceBest Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceOur Social Times
 
Are you ready for social customer service?
Are you ready for social customer service?Are you ready for social customer service?
Are you ready for social customer service?Our Social Times
 
Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Our Social Times
 
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsSocial CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsOur Social Times
 
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Our Social Times
 
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...Our Social Times
 

More from Our Social Times (20)

Taking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingTaking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content Marketing
 
The convergence of social and digital customer service
The convergence of social and digital customer serviceThe convergence of social and digital customer service
The convergence of social and digital customer service
 
The Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceThe Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer Service
 
Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014
 
B2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIB2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROI
 
Taking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingTaking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketing
 
Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy
 
Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service
 
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
 
Social Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudySocial Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case Study
 
12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"
 
Optimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOptimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice Center
 
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
 
Social Customer Service & Marketing
Social Customer Service & MarketingSocial Customer Service & Marketing
Social Customer Service & Marketing
 
Best Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceBest Practices in Social Customer Service Excellence
Best Practices in Social Customer Service Excellence
 
Are you ready for social customer service?
Are you ready for social customer service?Are you ready for social customer service?
Are you ready for social customer service?
 
Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...
 
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsSocial CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
 
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
 
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
 

Recently uploaded

Dive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxDive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxRakshaAgrawal21
 
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdffrannyosborn1
 
Finideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideasSurat
 
Shots Fired.............................
Shots Fired.............................Shots Fired.............................
Shots Fired.............................EmThomas3
 
Carson Lokey -Personal Brand Exploration
Carson Lokey -Personal Brand ExplorationCarson Lokey -Personal Brand Exploration
Carson Lokey -Personal Brand Explorationcarsonlokey
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024Adnet Communications
 
Registrationkraft's Prime Picks: Discover our top 5 blogs
Registrationkraft's Prime Picks: Discover our top 5 blogsRegistrationkraft's Prime Picks: Discover our top 5 blogs
Registrationkraft's Prime Picks: Discover our top 5 blogsRegistrationkraft
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxKatieFlood9
 
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdffrannyosborn1
 
Comprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaComprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaPixlogix Infotech
 
Dive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCDive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCRakshaAgrawal21
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brandlchacon2023
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...MiMOiQ1
 
Master SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfMaster SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfenterpriseresearchcentre
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...martusikushik
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...Olivia Kresic
 
FINALDRAFT P5.pdf12312313214341241324132
FINALDRAFT P5.pdf12312313214341241324132FINALDRAFT P5.pdf12312313214341241324132
FINALDRAFT P5.pdf12312313214341241324132LR1709MUSIC
 
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentVisionPublisher
 

Recently uploaded (20)

Dive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxDive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptx
 
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
 
Finideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideas at Various Events in the Recent Years
Finideas at Various Events in the Recent Years
 
Shots Fired.............................
Shots Fired.............................Shots Fired.............................
Shots Fired.............................
 
Carson Lokey -Personal Brand Exploration
Carson Lokey -Personal Brand ExplorationCarson Lokey -Personal Brand Exploration
Carson Lokey -Personal Brand Exploration
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024
 
Registrationkraft's Prime Picks: Discover our top 5 blogs
Registrationkraft's Prime Picks: Discover our top 5 blogsRegistrationkraft's Prime Picks: Discover our top 5 blogs
Registrationkraft's Prime Picks: Discover our top 5 blogs
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docx
 
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6 (1).pdf
 
Western Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate PresentationWestern Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate Presentation
 
Comprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaComprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in India
 
Dive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCDive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSC
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brand
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
 
Master SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfMaster SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdf
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...
 
FINALDRAFT P5.pdf12312313214341241324132
FINALDRAFT P5.pdf12312313214341241324132FINALDRAFT P5.pdf12312313214341241324132
FINALDRAFT P5.pdf12312313214341241324132
 
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior Development
 

The Business Case for Social Media Monitoring

  • 1. Learning to listen: the benefits of buzz Ann Longley, Digital Strategy Director, 17 November 2009
  • 2. Focus for today Why we listen How we listen What we need from providers
  • 3. Focus for today Why we listen How we listen What we need from providers
  • 4. Why we listen Why listen? Problems…? Everyone knows about it
  • 5. Why we listen Social media and UB brands Social media is word of mouth on amphetamines No such thing as local Product and Bad news share price travels fast may suffer Bad news can damage your business quickly Protests can Messages be organised can be quickly undermined
  • 6. Why we listen News not all bad
  • 7. Why we listen Many brands have fans online
  • 8. Why we listen Smart brands cultivate their fanbase
  • 9. Why we listen And get them involved in their business
  • 10. Why we listen Earned media is now the most influential Paid Owned Earned Source: COMPOSE 2008
  • 11. Why we listen Marketing has changed Complexity lies at the centre of the marketing funnel Peer Competitive reviews alternatives The traditional marketing funnel Buyers Eyeballs Eyeballs Buyers Contributors Recommendations User-generated from friends content Old New
  • 12. Why we listen Online recommendations influence purchasing behaviour • 85% used search last month to look for a specific product • 49.5% looked for a recommendation Half• of people researching online seek “Sony Ericsson w960i” > 10 out of top 10 results are social recommendations
  • 13. Why we listen Marketing is now a two-way street
  • 14. Why we listen Reputation in the digital age Strength of network/ fanbase Coke has 3.5M friends on Facebook; fans run the group Starbuck‟s invites its customers to provide regular input Market REPUTATION Responsive- Leadership 2.0 ness Product and service innovation Walker‟s let its customers McDonald‟s lets its customers create a new flavour report on its operations
  • 15. Why we listen The new brand stock exchange: Most talked about brands UK Superbrands (volume of buzz over the last 6 months)
  • 16. Why we listen Top UK brands by sentiment score http://www.superbrands.uk.com/ Score is the average sentiment weighted by site credibility Credibility is determined by page rank, in-bound links, page views.
  • 17. Why we listen New world calls for a new approach* 2. PLAN 1. LISTEN Based on the insights gained from Listening, Conducting online buzz Our recommendations inform integrated research is a cost effective way Plan communication planning. These are typically to identify online conversations shared with a wide range of client stakeholders that may impact your and agency partners. Clear goals aligned with organisational performance. organisational goals informs all activity. Competitor benchmarking of key buzz metrics is an important ongoing business requirement for many businesses today. The levels of buzz help inform ongoing requirements. Listen Integrated Respond Strategy 3. RESPOND 4. EVALUATE This is the implementation phase based This phase addresses the evaluation of previous on an agreed action plan. phase and will include key buzz metrics and other MEC can play a coordinating role if required KPIs. This stage leads into Listening again and Evaluate and help set the evaluation framework. refining the strategy accordingly. Cross media activity should be undertaken to ensure an integrated approach. *MEC approach to reputation management
  • 18. Why we listen The benefits of paying attention Here are just a few: Identify and manage Improve products risks and services Evaluate campaigns Find new influencers
  • 19. Focus for today Why we listen How we listen What we need from providers
  • 20. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
  • 21. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Good for finding indicative buzz but not very accurate or sophisticated
  • 22. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Much more professional and useful but still far from perfect
  • 23. How we listen How we listen: Professional listening platforms Key strength: Weaknesses: They help make sense of the data They are machines not human Provide sophisticated dashboards with X Automated sentiment is not always easy to use reporting capabilities accurate due to technology limitations Facilitate early detection of problematic X They do not capture everything that is issues which could negatively effect relevant although they get better with sales/share price training and they are subject to time delays Provide a good „temperature check‟ on X Assessing who is influential is hotly a wide range of issues and metrics contested with no consistent methodology Increasingly help manage engagement X We need to supplement tools with through response management tools and human analysts to properly vet and workflows classify the data
  • 24. How we listen Vendor screening and selection checklist Technology costs versus analyst costs?!
  • 25. How we listen Social media fits within a wider planning ecosystem What does it all mean?
  • 26. Focus for today Why we listen How we listen What we need from providers
  • 27. What we want from providers What we need from buzz monitoring providers? Transparency Clarity Coverage About the strengths but Relating to your offer What you can pick up also the limitations of and your plans and what you can‟t pick the tools up; don‟t just blind us This is what we do with big numbers now; this is what we will do later. Services Responsiveness Work with us to develop Training your offer based on our Workflows and data requirements. integration Work with us and the Vetting/classification industry to create agreed measurement standards.
  • 28. Thank you! Find me: ann.longley@mecglobal.com http://www.annlongley.net www.twitter.com/AnnMargaret