Why Monitoring Your Online Brand is Essential for Business Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results. Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group

1. Why Monitoring Your Online Brand is Essential for Business June 7th, 2010 6/7/10

2. Today’s Presenter Dean Westervelt Senior Analytical ConsultantDean's career includes more than 10 years in database marketing analytics and strategic consulting. For the past two years, Dean's focus has been on social media marketing analytics and strategy, with a specific emphasis on synthesizing digital and social media metrics with more traditional analytic approaches. Prior to joining Metrics Marketing, Dean was on the management team for a social media analytics firm. His role included managing the client services group and providing thought leadership in terms of measuring and quantifying social media marketing analytics. 6/7/10 2

3. 6/7/10 3 Is There Value in Social Media?

4. Confidential 4 Consumers are everywhere online: they write blogs, post comments and reviews, and rate or “Like” their favorite products and services Consumers share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter Do you know what is being said about your brand online? And if you’re not paying attention to what they’re saying and sharing about your brand, it could be a lost opportunity 6/7/10

5. Finding Value in Social Media 6/7/10 Burson-Marsteller, The Global Social Media Check-up 2010

6. Finding Value in Social Media 6/7/10 Burson-Marsteller, The Global Social Media Check-up 2010

8. 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend

9. Traditional top-down branding will become increasingly impotentas social media grows

10. Consumer recommendations have become the most powerful form of advertising…Source: Forester Research, imoderate.com, Razorfish, Nielsen

12. 50% of Internet users research online before making any type of purchase – online or offline

13. Lack of customer reviews on retailer web sites would drive nearly 49% of customers to leave the siteHow often to you share recommendations? Source: BusinessWeek, eMarketer, Razorfish

15. 93% of social media users believe a company should have a presencein social media

16. 85% of social media users believe that a company should also interact with its customersSource: Forester Research, Nielsen

17. Where are You in the Social Media Lifecycle? A. Dipping your toe in the water? B. Looking to transition to something better? C. Engaging, converting and measuring? 6/7/10

18. Of those engaged in social media… 6/7/10 40% 33% 23% MarketingSherpa Nov 2009

19. From Testing the Waters to Scaling to Meet Customer Needs 6/7/10

20. 6/7/10 13 Where Do I Begin? Social Media Goals and Strategy

22. Define marketing objectives

23. Assess social media marketing appetite and ability to engage

24. Define measurement and KPI’s

25. Social Media Monitoring: learning to listenSource: Forester Research, Bazaarvoice

26. Social Marketing Analytics is the discipline that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives How does your organization currently measure social media? Number of followers, fans, subscribers Website traffic Organic search engine rankings Positive sentiment/Q-Scores Customer’s served/Issues resolved Product/Feature ideas/collaboration Sales 6/7/10 Confidential 15 Social Media Analytics:Definitions

27. Answering measurement questions before you set out helps drive strategy An example of tactics and their associated measurement approach: 6/7/10 16 Social Media Analytics:Measurement

28. 6/7/10 17 Social Media Analytics:Potential KPI’s

29. 6/7/10 18 What CanI Do? Listening to consumers Social media research trends (2010) Access a sample of consumers Embrace consumers via social tools (e.g., MROC) Listen to audiences by mining the social Web Source: Forester Research

30. 6/7/10 19 Social Media Monitoring Measuring the Impact

31. Why Monitor Social Media? Key Issue Marketing departments no longer control the distribution and disposition of information about their company, brand, products, image, and services – the consumer does The Reason The power of user generated content (UGC) through online social media channels has become a formidable source of influence on brands – consumers trust each other more than companies The Enabler The internet has become THE source of information eclipsing the offline world of communications – “the world’s largest focus group” 6/7/10 20

32. Why Monitor Social Media? Listening and monitoring Support loyalty programs Influencer identification Competitive analysis Market research Customer support Engaging with customers online SEO and link building Reputation management 6/7/10 21

33. 6/7/10 22 Social Media Monitoring: basics There are five major measurement categories for social media: Volume – how much? Sentiment or Tone – positive or negative? Channel – where? Themes – what? Influencers – who?

34. 6/7/10 23 Social Media Monitoring: measurement vendors Free SMM: Social Mention, Google Trends, Google Blog Search Cheap SMM: Radian6, Techrigy Custom SMM: BuzzMetrics, Visible, Cymfony, Collective Intellect Source: Forrester Wave, Q1 2009, “Listening Platforms”

35. Social Media Monitoring: Learning to Listen Monitoring sees trees Listening sees the forest -MarketingProfs

36. 6/7/10 25 Case Studies BrightTALK, B2B, Intuit

37. 6/7/10 26 Social Media Monitoring: BrightTALK Green Week case study

38. Challenge BrightTALK needed a deeper understanding of themes and outreach possibilities, quantifying buzz benefits for BrightTALK and sponsors Goals What are the green business sub-themes that resonate in the blogosphere? What are other blogs and news outlets that we should be targeting with our marketing outreach? Which brands have the loudest voices in this space? What impact does our Green Week program (content and marketing components) have on key brands/sponsors? 6/7/10 27 Social Media Monitoring: BrightTALK Green Week case study

39. The Approach Bi-monthly sponsor report: buzz by sentiment, themes Full monthly report: above + “spike analyses” + influencers Results 3,500 engaged business professionals participated BrightTALK selected 50 presentations from leading innovators that corresponded closely summit areas of interest based on identification of key topics and themes in the reporting Key Influencers for summit topics were identified for outreach to help create buzz around Green Week for BrightTALK Understanding Influencers also highlighted where conversations were taking place Increased social media activity was observed not only for “BrightTALK Green Week” but also for select sponsors (IBM, Intel) 6/7/10 28 Social Media Monitoring: BrightTALK Green Week case study

40. MONITOR THE MARKET CONVERSATION IDENTIFY & ENGAGE THE INFLUENCERS UNDERSTAND THE IMPACT MAXIMIZE DIGITAL ASSET DISTRIBUTION EMPOWER CONSUMER ADVOCACY Social Media Monitoring: B2B CLIENT case study Establish credibility and trust through a stepped approach that includes an action-feedback loop… 29

41. 6/7/10 Social Media Monitoring: B2B CLIENT case study

42. 6/7/10 31 Social Media Monitoring: Intuit case study

43. Questions? 6/7/10 32

44. Metrics Marketing Group Free Webinars Why Monitoring Your Online Brand is Essential for BusinessJune 9, 2010 12:00 PM - 1:00 PM ESTPresenter: Dean Westervelt, Senior Social Media AnalystLearn more at http://events.metricsmarketing.com When & Why Segmentation Fails:June 24, 2010 1:00 PM - 2:00 PM ESTPresenter: Todd Thompson, PartnerLearn more at http://events.metricsmarketing.com Archived Webcasts on our BrightTALK Channel: http://www.brighttalk.com/channel/2099 How Business Does Twitter Eye Tracking Software and Improving Campaigns Optimizing Landing Pages for SEO & Online Events Automated Triggered Opportunity Marketing Customer Conversion Optimization 6/7/10

45. Contact Us Find out more about Metrics’ Social Media Audit? Discover our Social Media Monitoring Packages for Business? Need to set up a CoTweet Enterprise Account? Dean Westervelt Metrics Marketing Group @dean_westervelt 978-807-0435 dwestervelt[at]metricsmarketing.com 6/7/10