ere is the presentation I gave with Kelvin Jonck from Cell C at the Social Media World Forum I presented a brief and basic overview of how to use Social Media monitoring to help you shape and define your social media strategy. Kelvin talks practically about how Cell C (major telco provider) use monitoring to help them run their Social Business Cape Town ICC - June 1st 201

1. Mike
Anderson
Area
Director,
Meltwater
UK
&
Africa
@mikeander
&
Kelvin
Jonck
Online
Marke<ng
Manager,
Cell
C
@kelvinjonck

2. Company Overview - Meltwater
Group
Founded: 2001 in Oslo, Norway with $15,000
Privately owned
Headquarters: San Francisco, California
Employees: 850+
Customers: 22,500+
Core business – SaaS solutions
New businesses
Financials
Social Media Strong top line growth since inception
Cloud Computing Consistently cash flow positive from
Talent Management day one
Press Outreach Non-institutionally funded

3. What is Meltwater Buzz?
• Listen
• Analyze
• Engage

6. Why should we care in South
Africa?
4m
1m
10th most popular site
50%

7. Meltwater Future of Content Survey
• International survey
• 450 companies across the world
• Non-clients, across industries and
sectors
•

8. The importance of Monitoring Buzz
around company / brand
Not at all
Not particularly Important
Important 3%
5%
Neither
Important /
unimportant
9%
Extremely
Important
43%
Quite
Important
41%

9. Hmmm…
How do I get started?
- 5 straightforward tips

10. 1: Start listening in

11. 2: Define why

12. 3: Strategy - Choose the channels that
suit your ”Why”

13. 4: Engage

14. 5: Measure your Social Media ROI
and evaluate

15. Why it matters
…from a client perspective
Kelvin Jonck
Online Marketing Manager
Cell C

16. Cell C’s Social Media Objectives
• Establish engaged communities of customers and potential
customers
• Listen to and gauge the sentiment of the active communities
and abroad
• Include our communities in our Cell C experience and growth
• Support wider CRM strategy
• Allow our base to communicate with Cell C in their own comfort
zones
• Drive awareness of products, promotions and
services

17. Cell C s social media strategy:
• Commit to a presence on major platforms and continually
evaluate new platforms where customers converse
• Measure responses to key Cell C actions
• The Genie approach
• Report back to stakeholders.
• Allow Social Media to change the way Cell C does business

18. How does Cell C use Online
Monitoring?
Listen:
• Positive & negative feedback
• Crowd-sourcing of product/service ideas
• Crisis comms alert network
Analyse & Report:
• Track brand and product reputation
• Competitor comparisons
• Actionable insights
Action:
• Feed insights into Research mix
• Engage constantly, resolve queries
• Feed ideas into Product development

19. The Cell C Social Media Collaborative
Digital
Direct
PR
Team
Marke<ng
Marke<ng
Agency
Marke.ng
Communica.ons
Research
Social
Media
Ringleader
Network
Team
Support
Customer
Service

20. Q&A