Representation for providing value-added strategic services and expertise for european agencies and clients.

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SOCIAL MEDIA AUDIT & MONITORING
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10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
WHY?
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3. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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DO YOU REALLY KNOW YOUR CUSTOMERS AND YOUR COMPETITORS?
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4. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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DO YOU KNOW...
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‣ ... what your customers are saying online about your brand
or your products?
‣ ... what the customers of your competitors are saying online
and how your competitors answer?
‣ ... to which subjects are your customers sensitive?
Topics that would allow them to share and get involved!

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WHAT STARBUCKS CUSTOMERS SPEAK ABOUT ONLINE?
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Do you think coffee is the priority?
No, many other topics arrive before coffee.
We need to know
these other topics
to be able to better
share.
To identify them
is one of the
purposes of
a social audit.

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DO YOU KNOW...
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7. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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LISTENING WITHOUT BEING INTRUSIVE
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This is the first time in the history of marketing communication
that you can listen to what your customers say without disturbing
them, without influencing them.
It's as if you were a fly on the cafe table listening to a conversation
between two friends who speak about you.

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ALL GENERATIONS
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EVERYONE IS CONCERNED
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Unlike popular belief conversations online concern all generations.
Social media and iPad type tablet have greatly simplified
the access to discussions. Even the generation that is not familiar
with computers got started extensively.

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BECAUSE IT’S POSSIBLE
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11. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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BECAUSE IT’S SAFE
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BECAUSE IT’S HEALTHY FOR YOUR BUSINESS
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Companies conduct annual audits, like inventories, budgets,
assessment of their employees, ...
Why don’t they do it with their clients, influencers, partners and
employees to assess how these people talk about the company?
This would help to better understand, identify priorities and plan.
Social media can act as a catalyst or a complement to your other
internal and external efforts.

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BENEFITS?
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LISTENING TO CAPTURE INTELLIGENCE
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THE 5 I’S OF SOCIAL MARKETING
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Risk free
Intelligence
Insight
Ideation
Interaction
Influence

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RESEARCH THE INTELLIGENCE
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Conduct a Social Media Audit to understand the social landscape, the
communities, their activities and to identify:
‣ influencers
‣ consumers
Then on a regular basis, monitor the selected profiles

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MONITOR REGULARLY
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The results of the audit phase could act as a “compass”
that shows the direction(s) on where to initiate a monitoring phase.
Monitoring is an on-going process to continually monitor brand
presence across the social web.

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HOW?
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19. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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EXPERIENCE & PROPRIETARY METHODOLOGY
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LABEL.ch has developped with Brian Solis and FutureWorks
proprietary methods for capturing and interpreting
performance and drawing competitive parallels.
This is where experience and thought leadership
differentiate our team from any other agency.
For this type of mandate, the teams of LABEL.ch in Geneva
and FutureWorks in Palo Alto work hand in hand.
*Silicon Valley - Californie

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BASIC GUIDING PRINCIPLE
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Our processes and methodologies are designed to track vast amounts
of social data in real-time. We do more than just measure the who,
what, when, where, why and how.
Our social media audits seek to uncover the hidden business
intelligence found in quantitative and qualitative insights
for brands, products and/or subject matters to help you to better
understand your brand social relevance, posture and impact.

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UNIQUE CUSTOM FRAMEWORK
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We approach every project with a proven seven-step process to build
a unique custom framework carefully modified to match individual
client objectives and goals.
It is through this highly customized approach, that we are able to
thoroughly measure, analyze and study the social sphere of influence.

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A SEVEN STEP FRAMEWORK TO DELIVER MEANINGFUL INTELLIGENCE
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Pre-Audit Review
Discovery Data Methodology
Data Collection Measurement Analysis
Conclusions
Intelligence

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A SUBTLE MIX
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Define best practices and expected success to distinguish
between hype and effectiveness.
Develop quantitative research instruments
for measuring performance.
Apply qualitative research methods to find the why
and how of campaign focus and consumer reactions.
Look at competitors to review creative approaches
in the greater markets and the lessons they offer.

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SOCIAL MEDIA AUDIT
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25. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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INTELLIGENCE AND INSIGHTS ARE THE KEY WORDS
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26. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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THE FIRST STEP TO BETTER SUCCEED
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Conduct a social audit to better understand what is said
already on your brand and the best practices in the field.
Identify opportunities to respond appropriately
to the concerns of your customers.
Create the foundations for a true online and social strategy.
Then, monitor regularly to be always aligned with your customers.

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METRICS TO STUDY
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‣ mentions
‣ keywords
‣ feelings
‣ share of voice
‣ share of conversation
‣ reach
‣ engagement
‣ brand velocity

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EDUCATION VIA DEMONSTRATION
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If necessary, education for top executives can be managed
during the audit phase.
Being confronted with a known case, facilitates the understanding
of the audit results.

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FROM THAT POINT YOU’LL KNOW WHICH ROAD TO TAKE
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SOCIAL MEDIA MONITORING
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MONITORING TO ALWAYS STAY AT THE TOP
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Monitor selected profile(s) determined during the analysis
of the Social Media Audit results.
Depending the kind of profile selected, a different combination
of monitoring platforms will be used:
‣ to monitor brand mentions, evolving trends, and share of voice
‣ to produce regularly high-level reporting allowing to identify
key insights and monitor changes over time

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RESEARCH TOOLS
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33. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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TOOLS TO ANALYZE AND REPORT ON SOCIAL ACTIVITY
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EXCLUSIVE PARTNERS
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35. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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Digital analyst, sociologist and futurist, Brian Solis has strongly
influenced the convergence of marketing with communication
and publishing.
He is one of the opinion leaders who worked on the basics
of the "Social Media" movement and defined the category.
In addition to his activities at FutureWorks, the company
he created, he has recently joined Charlene Li and Jeremiah
Owyang at Altimeter Group.
briansolis.com - altimetergroup.com - future-works.com
PARTNERSHIP IN SILICON VALLEY WITH BRIAN SOLIS

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SinoTech Group is a social intelligence technology and consulting
company, founded in Beijing in early 2007.
Sinotech Group has developed a very sophisticated platform
for listening, measuring and engaging with customers in China,
but also through the Web in general, in more than 10 languages.
Digital Jungle is a socially led, digital marketing company,
formed after a spin-out from SinoTech Group in 2011.
sinotechgroup.com.cn - digitaljungle.com.cn
PARTNERSHIP IN CHINA WITH SINOTECH GROUP & DIGITAL JUNGLE

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10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
TO HELP YOU ACHIEVING
THE BEST ROI*
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*RETURN ON INFLUENCE & RETURN ON INVESTMENT

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39. 10 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING
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WANT TO KNOW MORE
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LABEL.ch Social Media & Search Marketing
16-18 Quai du Seujet Arnaud Grobet
1201 Geneva - Switzerland
+41 22 999 67 67 +41 22 737 45 05
seeyou@label.ch agrobet@label.ch

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THANK YOU
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