The document discusses listening to, analyzing, and managing social media traffic. It provides an overview of social media maturity curves and engagement strategies. It emphasizes developing goals, consistent monitoring of conversations, customizing responses, and measuring engagements and key performance indicators. The presentation encourages organizations to use social media software to track both reactive and proactive communications and engagements across multiple platforms.

1. Listening, Analyzing & Managing Social Media Traffic Jamie Duklas – Director of Social Media July 12, 2011 #SManalytics

2. Our Work & Our Clients: Social Media Mobile Advertising Online Display Search Marketing SEO Paid Search Shopping Engines Email Creative Services Local Map Optimization Paid Inclusion Shopping Engines #SManalytics

3. Overview Where are you at with social media? Listening / monitoring Engagement Analyzing / measurement Summary Hashtag: #SManalytics #SManalytics

4. Social Media Maturity Curve #SManalytics

5. Poll Question Do you currently use any social media monitoring software? Yes No #SManalytics

6. Facebook is not a Social Media Marketing Program Start with a goal, not a social media platform Platforms change often, your business strategy will not #SManalytics

7. What Does a Social Media Marketing Program Look Like? #SManalytics

8. Social Media Software Landscape: Monitoring #SManalytics

9. Poll Question What is preventing you from investing in social media monitoring software? Budget / software costs Validating worth to boss / executives Not sure which software is the right one Do not see the need for it I am using social media software * Select all that apply #SManalytics

10. Are You Getting 10% of the Conversation? Don’t expect people to come your social media profiles The conversation is going on everywhere Start using social media software #SManalytics

11. It Doesn’t Have to be Fancy, it Needs to be Consistent #SManalytics

12. Monitoring Goals Start with what is manageable and most important Differentiate keywords by motive (researching, buying, customer service) Use your customer’s words Refine & expand your keywords over time #SManalytics

13. Social Media Software Landscape: Engagement #SManalytics

14. Develop an Engagement Strategy #SManalytics

15. Change the Way You Communicate Internally #SManalytics

16. Steps Towards Better Communication Determine Subject Matter Experts and train them to execute social media strategy for you Develop an engagement process where actions are tracked Input data into a central database so everyone has the same data and a complete picture of the customer Take issues offline (with a dedicated email address) #SManalytics

17. Be Proactive, not just Reactive #SManalytics

18. Poll Question How would you classify your social media communication? Not actively doing social media Reactive Mostly Reactive, Slightly Proactive Reactive and Proactive #SManalytics

19. Engagement Goals Reply in as close to real-time as possible Set expectations Create action (drive clicks) Develop a formal process Track your engagement process Create dashboards & metrics to show success #SManalytics

20. Engagement Workflow #SManalytics

21. Engagement Workflow Process Engagement Data Marketing Internal (Customer Profile) Social Graph (Customer Profile) Monitoring Sales Customer Service #SManalytics

22. Customize Your Response to the Motive / Persona Social Media Monitoring Engagement Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer. #SManalytics

23. Measure Your Engagement Social Media Monitoring Engagement Customize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer. Measurement Track all your engagements, develop dashboards. Use analytics tracking and KPI metrics. #SManalytics

24. Measurement #SManalytics

25. Poll Question How much does proving ROI drive your social media program? None, we do limited tracking A little, more about customer service & promotions Some, trying to prove ROI A lot, showing ROI is a major focus #SManalytics

26. Measurement Goals Determine appropriate KPIs Track everything! Develop a process (consistency, efficiency) Focus on what can be optimized #SManalytics

27. Potential Metrics to Track Customer Service Number of complaints Complaints by topic Solve % Number of public thank you messages Engagement Responses Responses by topic Sales Revenue Leads generated Clicks #SManalytics

28. Summary Start with a business goal Everyone can & should be monitored & tracked Scale your effort Content is the lifeblood of social media Find the right KPIs for you Be timely & consistent #SManalytics

29. Question & Answer Booyah Online Advertising Jamie Duklas facebook.com/booyah twitter.com/booyahagency twitter.com/jduklas linkedin.com/in/jamieduklas http://social-media-strategist.com/ #SManalytics slideshare.net/jduklas Jamie Duklas | Director of Social Media | Booyah Online Advertising 11030 CirclePoint Road | Suite 350 | Westminster, CO 80020 ph: 303.345.6634 | fax: 303.345.6734 | booyahadvertising.com