Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.

1. Social Media Monitoring
The Alterian/Ecademy opportunity
Bob Barker
April 2010
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2. New opportunity – Being able to sell Alterian SM2
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3. Agenda
• Who are Alterian?
• What is Social Media monitoring and does anyone care?
• What can I do with it?
• 5 minute demo
• Resources
• Next Steps
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4. Have you ever heard of us?
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5. Customer Engagement

6. Partner Model & Major Customers
Used in 1,200+ marketing departments
across 26 countries
$67m revenue, $7m profit, 9 offices,
330+ staff
Publicly listed since 2000 on LSE:ALN
Alterian’s Data Discovery and Visualization
module gets rave reviews from marketers
for its ease of use and support for campaign
design. Alterian is a strong performer in the
Enterprise Marketing Platform Wave.
Alterian continues to solidify its role in as
the “Intel Inside” for MSPs and Agencies.
Morello’s J2EE technology is sound,
metadata, integration and digital asset
management tools are strong, and the
.NET-based rich client is a work of art.

7. Consumers no longer trust advertising
and traditional corporate channels.

8. Consumers have found ways to tune us out.
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9. People are talking and listening to each
other about your brand.
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10. Perhaps its time you started listening too?

11. Social Media Monitoring Tool

12. How does it work?
Collect
Store
Social Media
Warehouse
Analyse
Engage
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13. WARNING:You
are not required to
Blog or Tweet to
use this tool
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14. Instant Market
Research
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15. Marketers have never had it so good
“Never before in the
Marketing Holy grail = field of marketing
understand what your was so much
customers want known about so
many by so few”
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16. Is anyone actually
talking about us
then?
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17. Volume of conversations

18. Drill into the actual conversations
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19. But what is the
competition up to?
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20. Compare with competitors
Do we
need to
increase
our SM
activity?
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21. Show me the money
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22. Brand
protection
mechanism
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23. Are they being
nice?
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24. Sentiment and Tone
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25. And how influential are they?

26. Create community
“We monitor in excess of 1,500 discussion
threads a day on very specific topics where we think
we can add value to the conversation. It’s not
possible to participate in all of the threads, but there are
ways to identify which conversations are the most
influential, which ones have the greatest reach,
and those are the one in which we’re most likely to
participate. We've also created a consumer
advocate community as well as a platform that
we’ll be launching in a few weeks to support their
activities.”
Marty Collins, Senior Product Marketing Manager,
Windows Live, Microsoft

27. Show me the money
“We did not put the customer first”
Toyoda, Sunday Times 28th March
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28. Identify your
influencers
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29. Who are these
people who have
the time to talk
about us online?
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30. Demographics

31. Where do they
hang out?
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32. Auto Domains
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33. The communities that advocate your products
• Join communities that advocate your products
• Join that of your competitors
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34. What are the
trends in what
people are
saying?
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35. Word and Author Tag Clouds
Use in your SEO
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36. Understand the geographic spread of
conversations – find new markets

37. Show me the money
Fortune 500 consumer
products company
discovered that over 75% of
its marketing spend did not
reach its most influential
social channels
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

38. Social Media
publishing
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39. The Top 3 Tips
• Be Interesting
• Be Accessible
• Be Findable
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40. Be interesting
Effective social media marketing begins and ends
with the CONTENT. If you don’t have something
interesting to say all your other efforts will be for not.
It’s all about the CONTENT.
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41. Be accessible
In social media distribution is cheap. Deploy and test
as many new CHANNELS as you can. Doing
so enables your customer to choose the time and
place of engagement.
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42. Be findable
You can boost your accessibility by making sure
your deployed assets are findable by your
customers. Ensure your content and deployment
strategy are as SEARCH friendly as possible.
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43. Write Once Publish many
Tweet key takeaways
Repackage as presentation
Start a discussion
Add voice for video
Chop into episodic blog posts
Deploy as formal release
Repurposing content opens new points of distribution and has a
compounding effect on reach

44. Asset deployment by SM channel
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45. Twitter deployment Scedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series
http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing
http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing
http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways
to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SM
monitoriing guide your optimization – http://bit.ly/seoROI
#AlterianSM2
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46. X
Personal Blogs

47. But do they
actually want to
buy something?,
is it just talk?
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48. Identify, allocate the conversation, speak to
them and add value
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50. Show me the money
A Fortune 100 Financial services
company used social sales insight to
determine when they could be helpful
in social channels and conversations
as opposed to interrupting the
conversation. Four months later, the
social channel territory sales
comprised 10% of all sales
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

51. Conversations
create transactions
– people buy from
people
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52. Conversations
Create
transactions
Social
Media
Publishing/
marketing
Instant
Market
Research
Brand
Protection
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53. Business Cases to Listen
1. Brand Audits & General Listening
2. Corporate Marketing & Brand Building
3. Social Media Campaigns
4. Customer Service & Support
5. Lead Generation
6. New Markets and Product Development
7. Public Relations & Crisis Management
8. Search Engine Optimization
9. Industry / Competitive Insight
10.Human Resources
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54. The Opportunities
Social Media Campaigns
Customer Service
Engagement
Sales – Lead Gen
Competitive Insight
Product Development
Search Engine Optimization
Corporate Marketing
Public Relations
Brand Audit
Time Learn more

55. The Potential of the Brand Audit
Measure the Brand
Hold a mirror up to the brand
• Volume of conversations
• Sentiment & tone
• Influencers
• Sources by
• Online physical location
• Benchmark
• Identify New Opportunities
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56. Building a Social Media Monitoring
Practice - Agenda
• Overview of Social Media Industry
• The Potential – The Tool
• The Opportunity – Creating an Infrastructure
• The Process – The Sales Cycle
• The Future – Expanding Your Practice
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57. Resources
1. Brand Audits & General Listening
2. Corporate Marketing & Brand
Building
3. Social Media Campaigns
4. Customer Service & Support
5. Lead Generation
6. New Markets and Product
Development
7. Public Relations & Crisis
Management
8. Search Engine Optimization
9. Industry / Competitive Insight
10. Human Resources
bob.barker@alterian.com
http://twitter.com/bob_barker

58. Demo
sm2.techrigy.com/alt_training