The document outlines a social media monitoring and reporting strategy with the following objectives: 1) Conduct competitive audits to compare the brand to competitors in social media landscape. 2) Assess the brand's perception and reach across social platforms. 3) Measure the effectiveness of marketing strategies and messages. 4) Perform market research to understand customers, markets, and opportunities. 5) Evaluate product and program performance and identify new opportunities.

1. Social Media Monitoring
&
Standard Reports

2. • Strategy Framework
• SMM Reporting
Social Media
• Social Insight
Monitoring
• Competitive Audit • Market Research
– Competition Tracking
How do we compare to – Market Research about
What can we learn
– Share of Voice social
competitors in the – Customer Segmentation
our market, customers
– Advantages/Risks
media landscape? – Opportunity Analysis
and prospects?
• Brand Assessment • Product/Program Performance
– Brand Tracking
What is the perception – Offer Effectiveness
How effective is a
– Brand Protection
and reach of our brand – Issue/Crisis Identification
program and what new
– Issue/Crisis Identification
across social media? – Innovation Opportunities
ideas can we leverage?
• Marketing Measurement
– Marketing Measurement
How effective is our
– Marketing Message Insight
marketing strategy and
– Influencer
messaging?Marketing
© ALTERIAN 2010 ALL RIGHTS RESERVED

3. Compare to competitors in the
SM2 – Competitive Audit social media landscape?
Competitor Tracking Share of Voice
Key themes – advantages/risks
© ALTERIAN 2010 ALL RIGHTS RESERVED

4. What is the perception and reach
SM2 – Brand Assessment
of our brand across social media?
Brand Assessment
The perception and reach of a brand within the social media landscape
can be monitored and reported on through some key areas:
Volume of Mentions Brand References Top Influencers - Authors
Demographics Content Top Influencers - Websites
Tone

5. How effective is our marketing
SM2 – Marketing Measurement strategy and messaging?
Effectiveness of Marketing Messages
The effectiveness and reach of marketing messages and themes around
a campaign can be measured and insights delivered through:
Defining & Measuring Message References Top Influencers - Authors
Categories
Demographics Top Influencers - Websites

6. What can we learn about our market,
SM2 – Market Research customers and prospects?
Market Research
Customer segments can be identified and the key themes & topics
being discussed can be highlighted and further investigated.
Themes and Topics
Individual Posts

7. How effective is a program and
SM2 – Product Awareness what new ideas can we leverage?
Effectiveness of Products &/or Programs
The impact and reach of messages around a product or marketing
program can be monitored and measured through the use of:
Defining & Measuring Product References Top Influencers - Authors
Categories
Demographics Top Influencers - Websites