The document discusses social media monitoring and its importance for understanding customers. It defines social media monitoring and outlines key benefits such as getting feedback on marketing campaigns and monitoring competitors. The document then discusses approaches to measuring social media performance and provides examples of metrics. It also presents a case study of a bank that used social media monitoring to address issues and improve marketing.

1. Social Media Monitoring - Key to understanding your customers without investing in expensive Market Research! © 2006 Confidential | intelligent marketing & technology solutions Hardy Alexander, General Manager Regalix India October 14 th , 2009

6. Social Media Landscape: Explosive Growth Image Source: fredcavazza.net © 2006 Confidential | intelligent marketing & technology solutions

7. US Marketers Plan for Online Marketing Budget in 2009 © 2006 Confidential | intelligent marketing & technology solutions Image Source: Permission TV, Dec 2008

9. Are Companies Adequately Measuring Social Media Initiatives? © 2006 Confidential | intelligent marketing & technology solutions Source: MarketingProfs.com, 2009

13. Sample: Social Media Measurement Process © 2006 Confidential | intelligent marketing & technology solutions Define what is trying to be accomplished and how we’ll know if we have succeeded Online social strategy and insight and optimization approaches to achieve goals Enumerate social tactics and measurement establishment methods for program Implement and launch program ensuring proper execution and accurate performance data collection Synthesize social media performance drivers and identify actionable opportunities for program adjustment

15. Sample: Social Media Measurement Process © 2006 Confidential | intelligent marketing & technology solutions Define what is trying to be accomplished and how we’ll know if we have succeeded Online social strategy and insight and optimization approaches to achieve goals Enumerate social tactics and measurement establishment methods for program Implement and launch program ensuring proper execution and accurate performance data collection Synthesize social media performance drivers and identify actionable opportunities for program adjustment

16. Sample: Social Media Analysis Construct © 2006 Confidential | intelligent marketing & technology solutions Pillars of Social Media Measurement Reach Discussions Outcomes Quantity Scale and Activity of the fan base Quality Where on the social Web discussions about brand occurs Topics What are authors on the social Web talking about in terms of a brand or its product attributes Sentiment Adding value to the audience and cultivating relationships through conversation can influence perceptions Site Traffic Site Engagement acts as a proxy for purchase intentions Purchase Intent Leads or purchases form the most relevant aspect to the brand

17. Sample: Social Media Measurement Process © 2006 Confidential | intelligent marketing & technology solutions Define what is trying to be accomplished and how we’ll know if we have succeeded Online social strategy and insight and optimization approaches to achieve goals Enumerate social tactics and measurement establishment methods for program Implement and launch program ensuring proper execution and accurate performance data collection Synthesize social media performance drivers and identify actionable opportunities for program adjustment

18. Sample: Social Media Insight Tools and Data Sources © 2006 Confidential | intelligent marketing & technology solutions Centralize all publicly accessible discussions across the social Web Provides insight into a brand’s Web site visitor behavior Provides access to key social insight activities not readily available in the mainstream ELP Semi-automate the process of deciphering the meaning of social comments Image Source: Journal of Interactive Advertising

19. Sample: Social Media Measurement Process © 2006 Confidential | intelligent marketing & technology solutions Define what is trying to be accomplished and how we’ll know if we have succeeded Online social strategy and insight and optimization approaches to achieve goals Enumerate social tactics and measurement establishment methods for program Implement and launch program ensuring proper execution and accurate performance data collection Synthesize social media performance drivers and identify actionable opportunities for program adjustment

21. Social Media Measurement Process: Optimization © 2006 Confidential | intelligent marketing & technology solutions Evaluate the program performance against the KPIs Diagnose drivers of performance to date Identify opportunities for program enhancement by developing a holistic picture of social activities and their impact

29. Domain Expertise UCLA x i gnite ICICI BANK © 2006 Confidential | intelligent marketing & technology solutions

31. Thank You © 2006 Confidential | intelligent marketing & technology solutions US 3000 Bridge Parkway, Suite 101, Redwood Shores CA 94065, USA Bangalore 2nd Floor, Zam Zam Centre #26, Infantry Road Bangalore 560 001 India New Delhi B-56, Sector 4 Noida 201 301 India Chandigarh 415, Sec 8 Panchkula 134109 India