Best Practices To Maximize Your Social Media Monitoring Efforts Presented By Connie Bensen
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Featuring Connie Bensen, Director of Community Strategy Thursday, November 19th 10:00am Central / 16.00 UK Marketers are coming to realize that there are many benefits to gaining valuable insights from online conversations. Setting up relevant searches can prove to be a daunting challenge. Then there's the step of separating irrelevant information from actionable information. Once that point is achieved then there is the big question of how to analyze the information and reporting. In this webinar, Connie Bensen, will explore best practices for social media monitoring & reporting. You will learn: -Common Applications of Social Media Monitoring -Search Design -Dealing with Noise and Spam -Reports and Analysis -Actions Based on Insights that Result in ROI
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Best Practices To Maximize Your Social Media Monitoring Efforts Presented By Connie Bensen
- 3. The New Rules of Engagement
- 5. Social Media Marketing requires good listening skills
- 14. The Social Media Monitoring Funnel http://www.ignitesocialmedia.com/social-media-monitoring-funnel/
- 15. 1 . CHOOSE A TOOL
- 16. Social Media Monitoring Tools Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter TweetBeep, TwitterSearch Social Bookmarking Delicious, Digg, Reddit SM Search Engine SocialMention, Serph, Keotag
- 17. Multimedia Search YouTube, Flickr Custom Feed Social Media Firehose, Yahoo Pipes Professional Tools Alterian SM2 (Techrigy), Radian6, Scout Labs, Visible Technologies Website Traffic Google Analytics, Quantcast, Alexa, Compete Blog Traffic & Backlinks Technorati, Wordpress Overview Xinu
- 18. 2. SEARCH DESIGN
- 23. 3. DEALING WITH NOISE AND SPAM
- 25. 4. REPORTS AND ANALYSIS
- 26. Business Development 1. Less 2. More 3. None
- 27. Volume over Time
- 29. Trending of Positive and Negative Sentiment
- 31. Value and ROI Use Case Value/ROI Brand Audit Identify opportunities in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marketing Increased sales & rate of return on ad spend Customer Service Increased satisfaction, brand loyalty, awareness Competitive Insight Identify differentiating features & innovate Public Relations Efficient use of time & identify influencers Sales – Lead Generation Increased sales & shortened sales cycle Search Engine Optimization More effective SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn
- 40. Questions
- 41. Connie Bensen Director of Community Strategy [email_address] Twitter: @cbensen Blogs: http://EngagingTimes.com http://ConnieBensen.com
Notas del editor
- Hardest thing is to let go of old ways -- Challenges for Today’s Marketer Consumers are tuning out advertising Limited attention spans Fragmentation of messages due to so many channels Consumers only care about what gives them value
- Value: Identify opportunities in Social Media Ability to identify & measure the following: online conversations around brand brand sentiment & tone volume and level of influence of content creators sources of conversations online and by physical location Actionable: Timely and specific metrics to guide decisions and responses
- Football – - tailgating, retailers, partnerships with snack foods Value: Ability to measure progress Access to historical data back to 2007 Utilize high level reporting down to granular actionable data Identify new communities to engage in (online & offline) All online conversations are aggregated in one place and can be analyzed in a number of ways Actionable: Listen, strategize, participate, and measure
- Conversations not limited to blogs – Twitter, Flickr, tagged, Facebook, Value: Increased satisfaction, brand loyalty, awareness Engaging in social channels encourages peer support and positive word of mouth Satisfied customers become loyal brand advocates Providing online support builds brand, organic SEO, & wards off PR crises Actionable: Listen, provide responses to negative AND positive feedback
- Croc’s – Nurses – Value: Identify differentiating features & innovate Identify competitive strengths and weaknesses Monitor sentiment around competitors products Analyze industry topics and identify trends Actionable: Identify industry trends, create products that consumers want
- Value: Efficient use of time & identify influencers Everything can be measured now (web analytics AND online conversations & sentiment) Ability to easily monitor volume, brand sentiment and themes of conversations Dictionary used to determine sentiment is customizable Identify influencers for PR blogger campaigns Actionable: Audit, benchmark trends, and identify advocates
- Rather than asking the right questions, it’s a matter of listening for the right Value: Increased sales & shortened sales cycle Identify people expressing a need for the product/service (high quality of leads) Build relationships with those people based on their interest Reduced need to do cold calling (more efficient use of time) Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
- Value: More effective SEO & organic visibility Author tag cloud shows what consumers expect people to be searching for Using their language rather than industry terminology ensures higher organic SEO. *Provides insight into consumers minds. Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
- Choose tool(s) Keyword targeting – define the searches Identify irrelevant information Refine the searches Analyze the results
- Choose a tool(s) Keyword targeting – define the searches Identify irrelevant information Refine the searches Analyze the results
- 3. after slide 8 Which of these best describes your use of social media monitoring? not familiar with social media monitoring tools using free tools and not familiar with professional tools using free tools and familiar with professional tools using free tools and professional tool(s) using professional tool(s) only
- Garbage in, Garbage out
- 2 slides
- Finding insights
- Actionable Insights that Result in ROI
- Strategy – ask What is the Goal? => defines the searches what to measure Benchmark