Every busienss, large or small, needs to understand the landscape in which they operate. It's vital to know who your customers are, where they are active in social networks, what they talk about and who they're connected to. The same goes for employees, the media and bloggers. These tools will help you to map your social graph and discover insights that can drive your strategy.

1. Social Media Mapping
Visualize your organization’s social media landscape for
effective social media monitoring and measuring
Sally Falkow APR

2. Environmental Scanning
Exploring and interpreting the environment or
climate in which you operate in order to
better understand the nature of trends and
the drivers of change and their likely impact
on your organization

3. Stakeholders

6. Social Audit

7. Value of Listening
 Customer Insights
 R&D
 New Markets
 Brand Positioning
 Competitive
Intelligence

8. Create a Dashboard

12. Customers/Clients
• Where are they?
• Who is talking
• What are they saying?
• Who are they connected to?
• Who has influence?
• Opportunities
• Threats

13. Rapportive

15. Nimble
• Integrate all contacts – Gmail
LinkedIn, Facebook, Twitter
• Very intuitive and easy interface
• Engagement Opportunities

20. Flip Video

21. Journalists
Twitter Bio Search
MuckRack
Cision JournTweets
LinkedIn

23. Twitter Bio Search

24. How to do the Bio Search

25. Twiangulate
 Both words should be present in the bio: “Name of
the newspaper” & “Topic of expertise”)
 One of the words should be present in the bio: hot |
dog
 All bios with one word but NOT with the other one:
hot !dog
 Exact match: “hot dog”

31. Bloggers
Google Search
Top/Best
(Category) Blogs
eCairn
Conversation
Bulldog Reporter
Blog rolls

35. Google Authorship

37. Competitors
Monitor mentions of the
brand
Who talks about them?
Influencers?
What are they saying?
Share of Voice

39. Influencers

40.  Opinion Leaders 1 in 10
 Online Influencers 3 in 10
 Amplified voices
 Fans Influencers
 Followers
 Friends

41. Evangelists
 Know your
Passionate Fans
 Spread the Word
 Protect the
Brand in a Crisis

42. Brand
Ambassadors
Nurture your
evangelists
Make them part of
the team
Create Brand
Ambassadors

43. Mizuno - The Mezamashii Run Project
It is no secret that i am an Asics or Nike Running shoe man.
I rarely deviate or try different Brands. A few months ago I tried
the MIZUNO – WAVE RIDER 15 and I was very impressed with
the shoe. It totally changed my impression of the Mizuno Brand.
I prefer the shorter runs rather than the long ones! I've always
been a Nike girl, but since your posts and lots of running
experience, I'd love to get my hands on a pair of Mizunos and get
back on the path!
This is a blog I like to visit regularly and I got to know that
Running Shield’s favorite shoe brands are Asics and Nike. Thus,
it was a bit of a surprise for me to read him writing about Mizuno.
My Mizuno shoes arrived in time for me to test them out. You
know, on one of the toughest marathon courses in the country.
And you know what? They were awesome. So I tested them
AGAIN on a trail half marathon the next day. I'm pretty much
making them my new trail shoe.

44. Citrix Online

45. Competitors
 What are they doing?
 What are people saying
about them?
 Where are they active
online?
 What have they done that
was successful?
 Any gaps or threats?

46. Opportunities
New Markets
R & D
Product Launches
Gaps
Competitors’ mistakes

47. Hennessy

49. Detractors
Complainers
Organized attacks

50. Digital Crisis Report
 79% expect a major crisis within 12
months
 More than half think it will be
online
 Only 54% have a plan
 49% of those with a plan still have
gaps
 Less than half (45%) know who
their influential customers are

51. Progressive Insurance
 Case of under insured
driver policy
 Blog post
 Facebook posts
 Invited to Today Show

60. Social Media Threats
76% could have been avoided (Altimeter Group)


61. Content Strategy
When you know what people are
saying, what they think and feel,
who they are connected to and
what they are interested in, you can
create content that gets results

62. Takeaways
1. Set up a cross-discipline social media team
2. Map your social graph
3. Discover who is in your graph
4. Identify the influencers in each node of the graph
5. Listen to the conversations
6. Analyze the information
7. Learn from what you hear
8. Set goals based on what you find
9. Build a supportive community online
10. Measure what matters

63. Q and A
 Blog: www.proactivereport.com
 Facebook SallyFalkowDigitalPR
 Twitter: @sallyfalkow
 Email: sally@meritusmedia.com
 Website: www.meritusmedia.com