Cohen radian6-social-media-monitoring-120210055001-phpapp01

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Radian6 Presentation -- Murmuration 2012

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Cohen radian6-social-media-monitoring-120210055001-phpapp01

  1. 1. Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou
  2. 2. © 2011 Radian6
  3. 3. © 2011 Radian6
  4. 4. © 2011 Radian6
  5. 5. #radian6
  6. 6. http://www.flickr.com/photos/faceme/2677735132/
  7. 7. http://www.flickr.com/photos/free-stock/4816852493/
  8. 8. The Great Divide
  9. 9. Volume of Conversations 250 million tweets/day
  10. 10. Volume of Conversations 1.5 billion posts/day
  11. 11. Volume of Conversations Billions of blogs, comments, communities
  12. 12. Monitoring the volume of social mentions requires people or technology. Tweet This!@JeffreyLCohen #radian6
  13. 13. Three Phases of Monitoring • Listening • Measuring • Engaging
  14. 14. Listening Brand and Product Mentions
  15. 15. Listening Discover Signal from Noise
  16. 16. Listening Monitor Competitors and Industry
  17. 17. Listening Finding Influencers
  18. 18. Measuring Set a Goal
  19. 19. Measuring Connect with Business Goals
  20. 20. Measuring Measure what you can Move
  21. 21. Engaging Respond to Questions
  22. 22. Engaging Share Valuable Content
  23. 23. Engaging Track Activities
  24. 24. Successful monitoring requires actionable goals that can be measured. Tweet This!@JeffreyLCohen #radian6
  25. 25. Building Healthier Online Communities Advice and Recommendations
  26. 26. Building Healthier Online Communities Discover Content and Recommenders
  27. 27. Building Healthier Online Communities Answer Questions and Publish Content
  28. 28. Building Healthier Online Communities Solve Customer Problems
  29. 29. Listen to customers like @GNCLiveWell so you can answer their questions. Tweet This!@JeffreyLCohen #radian6
  30. 30. Integrating Feedback into Marketing “Refresh Everything” Campaign
  31. 31. Integrating Feedback into Marketing Monitored thousands of conversations overnight
  32. 32. Integrating Feedback into Marketing Immediate feedback
  33. 33. Integrating Feedback into Marketing Changed ad spend for follow-up campaign
  34. 34. Collect real time feedback like @Pepsi to make smarter marketing decisions. Tweet This!@JeffreyLCohen #radian6
  35. 35. Discover and Build a User Community Inner Circle of Power Users, Fans and Advocates
  36. 36. Discover and Build a User Community Over 25,000 Members
  37. 37. Discover and Build a User Community Product Suggestions and Comments
  38. 38. Discover and Build a User Community Product Roadmap, Prioritize Features and Catch problem
  39. 39. Discover and Build a User Community Advocates Share and Spread Content
  40. 40. Discover and Build a User Community Recruit New Members, Find New Communities
  41. 41. Build an Inner Circle community like @IntuitInc for product reactions. Tweet This!@JeffreyLCohen #radian6
  42. 42. Making B2B Social Media Work Listening to Engineers, Business Owners and for Industrial Topics
  43. 43. Making B2B Social Media Work Focus on Blogs and Forums
  44. 44. Making B2B Social Media Work Content Marketing, Product and Service Concerns and Competitive Intelligence
  45. 45. Making B2B Social Media Work Distributed to Product Marketing and Dealer Relations
  46. 46. Making B2B Social Media Work Discover New Leads and Retain Customers
  47. 47. Listen across the B2B distribution channels like @CaterpillarInc. Tweet This!@JeffreyLCohen #radian6
  48. 48. Social Media Command Center Monitors over 25,000 Daily Conversations
  49. 49. Social Media Command Center 11 Languages
  50. 50. Social Media Command Center Twitter Reach is Greater than Top 12 US Newspapers
  51. 51. Social Media Command Center Find Every Conversation and Respond for Service, Sales and Community
  52. 52. Social Media Command Center Route Relevant, Timely Customer Feedback to Anyone in Company
  53. 53. Social Media Command Center “It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.” Manesh Mehta VP Social Media and Community
  54. 54. The @Dell Command Center achieved 46% more customer reach with the same employees. Tweet This!@JeffreyLCohen #radian6
  55. 55. Engage Athletes, Fans and Customers Real Time Feedback to Inform Marketing, Product and Communications
  56. 56. Engage Athletes, Fans and Customers Turn a Leading Sports Brand into a Leading Participatory Brand
  57. 57. Engage Athletes, Fans and Customers Realized Increases in Site Traffic, Engagement and Sales
  58. 58. Engage Athletes, Fans and Customers “Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.” Bonin Bough Global Director of Digital and Social Media
  59. 59. You don’t need a fancy room to do amazing social customer service. Tweet This!@JeffreyLCohen #radian6
  60. 60. http://www.flickr.com/photos/nathaninsandiego/5652269620/
  61. 61. Thank You Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com amzn.to/b2bsm2Road (previous slide):http://www.flickr.com/photos/sambou/2611998145/

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