SlideShare una empresa de Scribd logo
1 de 9
Descargar para leer sin conexión
Stop, Look and Listen.
              Why social media monitoring matters
                                in B2B marketing




    T O P
S
An essential guide to discovering
                                      insight that could transform your
                                      strategies and tactics.
                                      With over 50 million LinkedIn1 members, 75 million                                 86% of B2B organisations used social media in 20104,
                                      people on Twitter2 and almost 600 million Facebook3                                but how many really know what was achieved with
                                      users, B2B marketers can be 100% certain of one                                    their spend? This White Paper shows you how to find
                                      thing about social media: somebody, somewhere is                                   out – and how you can use the insight to improve
                                      talking to your customers and prospects about your                                 the return for your business.
                                      brand and what you sell.

                                      How do you break through the billions of
                                      conversations to find the ones that really matter?
                                      And how does this help you develop ‘closed loop’,
                                      penetrative marketing?

                                      This White Paper addresses the principles, methods
                                      and benefits of monitoring social media. It tells you all
                                      you need to know about:




                                            in social media




                                      1
                                          http://www.twitterrati.com/2010/01/26/75m-twitter-users-but-growth-slowing/
                                      2
                                          http://blog.linkedin.com/2009/10/14/linkedin-50-million-professionals-worldwide/
                                      3
                                          http://latimesblogs.latimes.com/technology/2011/01/facebook-hits-600-million-users-facebook-executive-says.html
                                      4
                                          http://www.bizreport.com/2010/05/report-b2b-firms-embrace-social-media.html


2 | Marketing Options International                                                                                                            Marketing Options International | 3
“
Why social media monitoring
helps marketers



If you are using social media for marketing, you need
monitoring services to tell you what is going on in
                                                              and your industry. Typically providing an analysis over
                                                              a 1 - 3 month period, the Listening Report offers context
                                                              and an understanding of what is making your market
                                                              move at the social level. The findings can then be fed
                                                              directly into your marketing strategy.

                                                              You can use a Listening Report to help define your
                                                              objectives in social media marketing, because it
                                                              identifies the main themes and business issues that
                                                              your customers are focused on at a given moment.
                                                                                                                           Listening  Reports  give  
                                                                                                                                                      “
                                                                                                                           you  a  comprehensive  and  
                                                                                                                           actionable  snapshot  of  all  
                                                                                                                           conversations  concerning  
                                                                                                                           your  customers,  your  brand  
the market.                                                   But it is vital that Listening doesn’t end at the planning
                                                              stage: you need to monitor continually if you are to         and  your  industry.    
Social media monitoring – often called ‘Listening’ – filters   understand and respond to changes in your market,
and analyses posts of every kind from right across            indicated by trends within the conversation space.
social media, according to keyword-style criteria that
are customised to your brand, industry, competitors           Once you have established the context of your market
and so on. Listening is carried out using automated           and what it is actually talking about, the next hurdle
tools to interrogate data gathered and warehoused             for B2B marketers is to engage effectively in the right
by the software providers. There are many of these            social groups. In other words, you need tactics to find
tools available, mostly as free utilities or SaaS             the right conversations and get involved in them as
(Software as a Service). You can also outsource the           quickly as possible – so that you can engage with
task to a marketing or PR agency, who typically use           the participants as successfully as possible.
a combination of different tools and charge research
                                                              A programme of continuous listening – or ‘Buzz
and analytics fees.
                                                              Monitoring’ – facilitates this on an ongoing basis. It
Listening provides detailed, specific and above all            gives you a detailed real-time snapshot of the shape
current market research information that you can use          of the social market relevant to you – even pulling out
to accurately steer strategy planning and engagement          specific individual conversations, bloggers and sites.
tactics. The way to get the most benefit is to carry out       Buzz Monitoring takes place continuously, and reports
monitoring both as part of your planning and throughout       are typically provided on a daily or weekly basis, or
your social media marketing engagement activity.              even as real-time alerts if appropriate.

At the planning stage, a ‘Listening Report’ gives             The beauty of Buzz Monitoring is that it offers
you a comprehensive and actionable snapshot of all            bespoke insight and guidance on how best to join
conversations concerning your customers, your brand           the conversations and turn them into tangible and
                                                              strategised marketing activity.



4 | Marketing Options International                                                                                                                   Marketing Options International | 5
What your target audience are                                                                                           Where they are in
talking about                                                                                                           the buying cycle
                                                           For example, last year a high-tech company was focused       Listening helps you figure out where prospects                Taking the earlier example of the software company:
                                                           on initially positive market response to an increased        are in the buying cycle. Knowing this will improve           having identified price as the subject of discussion
                                                           service offering around a key product. But while a           both the targeting and effectiveness of your social          among customers, Buzz Monitoring highlighted
                                                           Listening Report supported this positive feedback, it        media marketing.                                             the real issue to be the complexity of multi-licence
                                                           also revealed an underlying negative issue about the                                                                      pricing. In this instance, Listening helped the company
Discovering the answers to these questions through
a programme of Listening will help you to understand
exactly what your audience is looking for. You can
then tailor not only your social media activity but also



                                                                            “
                                                           incremental cost of service licensing that went along with
                                                           the enhanced offering. Understanding this meant that
                                                           the company could tailor its messaging and adopt an
                                                                                                                        You can do this by analysing conversations in different
                                                                                                                        media – such as comments on a blog post, or tweets
                                                                                                                        around a particular issue – and tailoring your content
                                                                                                                                                                                     transform messaging from ‘objection-handling’ to
                                                                                                                                                                                     ‘pre-sales support’ – delivered to the customer
                                                                                                                                                                                     precisely where and when it was needed in the




 “
                                                                                                                        accordingly. This can help eliminate hours of valuable
                                                           appropriate stance in its ongoing communications.                                                                         buying cycle.
other marketing campaigns. Listening will enable you                                                                    time in preparing posts or other content intended for
to make sure your content addresses real priorities
and concerns for your customers and prospects –
and so leads to enhanced marketing effectiveness.




                       Listening  will  enable  you  to  
                       make  sure  your  content  addresses  
                       real  priorities  and  concerns.
                                                                                                                        different stages of the buying cycle.

                                                                                                                        For instance, many companies – focusing on lead
                                                                                                                        generation – instinctively create marketing materials
                                                                                                                        around the ‘initial consideration’ stage. But if Listening
                                                                                                                        shows that prospects are already making product
                                                                                                                        comparisons, the content will be off-target.




                                                                                                                                are  in  the  buying  cycle.  Knowing  this  will  
                                                                                                                                                                                                    “
                                                                                                                                                                                     Social media monitoring enables you to:




                                                                                                                                                                                     Buzz Monitoring then allows you to keep track of the
                                                                                                                                                                                     customer’s next priority as they move forward in their
                                                                                                                                                                                     buying journey.




                                                                                                                                improve  both  targeting  and  effectiveness.  



6 | Marketing Options International                                                                                                                                                                    Marketing Options International | 7
“
                                                                                                                        “
How to improve ‘fit’ with your
target audience
It is unwise to assume that using correct industry        A Listening Report can present such findings in a
                                                                                                                                                Aligning  your  language  
terminology is enough to connect with your audience.
Social media is conversational and people refer
                                                          ‘conversation cloud’ to identify the common language
                                                          being used. A ‘conversation cloud’ (see figure 1) is like
                                                                                                                                                with  the  market  makes  it  
to everything in a fairly colloquial way or using         a tag cloud in that it enables all the words being used                               more  likely  that  you  will  be  
abbreviations and acronyms as short-hand.                 around your industry to be highlighted and weighted

It is highly beneficial for you to use the exact same
                                                          according to their usage: the bigger the word appears                                 discovered  in  searches.  
                                                          in the cloud, the more it is being used.
terminology and abbreviations for two reasons:
                                                          You can then drill down into the terminology on an
                                                          ongoing basis with Buzz Monitoring, to see with
                                                          word-precision the current buzz around topics
                                                          relevant to your business.




In 2010, two well-established technology companies
were using two different phrases to describe identical
competitive services. Listening showed that, across
social media, the term ‘data security’ was attracting
ten times the number of posts of the rival phrase ‘data
protection’. Once this was revealed, the rival company
were able to change tack with the wording in their
own content – and by using the lingua franca of the
marketplace, they were able to infiltrate search results
previously dominated by their competition and get
more traffic for themselves.




                                                                                                                     Figure 1: Sample conversational cloud




8 | Marketing Options International                                                                                                                                           Marketing Options International | 9
“
When your audience is most
active in social media
You can target your social media engagement
activity more precisely if you know what times of day,
weekdays, or when in the month your audience are
more active in social media themselves. It’s a question
of topicality and simply ‘being there’ at the right time.
If you can ensure your messages reach people at the
most relevant times, you will achieve much higher
                                                            Fully utilising the capabilities of advanced Listening
                                                            also allows you fully to understand exactly what
                                                            triggers conversations at certain times.

                                                            Social media monitoring provides you with ‘topic
                                                            trends’ – a clear visual representation of peaks and
                                                            dips in conversation, and when they occur. You can
                                                                                                                                                                    Social  media  monitoring  provides  
                                                                                                                                                                    you  with  ‘topic  trends’  –  a  clear  
                                                                                                                                                                    visual  representation  of  peaks  and  
                                                                                                                                                                    dips  in  conversation,  and  when  
                                                                                                                                                                                                                                             “
brand impact.
                                                            drill down into these peaks and dips to see actual
                                                            postings – and so discover why they have occurred
                                                                                                                                                                    they  occur.  
For instance, if you tweet about an upcoming event,         (see figure 2).
you will reach a lot more eyeballs during working
                                                            It is very useful to ascertain whether there is a
hours than you will late on Sunday evening. That
                                                            significant rise in activity directly after company press
tweet will get lost in the noise on Monday morning.
                                                            releases, or whether the industry responds to specific
This is especially important if you are targeting
                                                            product queries in forums – and any number of other
different regions and time-zones.                                                                                                        Topic trends for keyword(s): “Customer Growth & Retention” – (Total # of posts: 70)
                                                            market-specific drivers for intensified social media                           6

A real-life example was another software company            conversation, such as key blog posts or analyst
who identified through Buzz Monitoring a lot of activity     reports being issued. This is valuable information
                                                                                                                                                                                                                                                         3
                                                                                                                                         5

in their communities on Tuesdays. Previously believing      that you can use to plan engagement tactics with
that conversations were being led by official company        subtlety and precision.                                                      4

press releases and associated news articles, Listening
                                                                                                                                                                                                                      2


                                                                                                                       Number of Posts
revealed that it was in fact tied to the periodic release
of security patches on what the market had come to call
                                                                                                                                         3
                                                                                                                                                                1
‘Patch Tuesday’. Knowing this meant the company could                                                                                    2

not only streamline engagement activities and eliminate
wasted hours, but also tailor messaging and content                                                                                      1

appropriately to the context of the conversations.
                                                                                                                                         0

A full Listening Report will enable you to understand                                                                     Aug 16 (12:00AM)              Aug 18 (12:00AM)   Aug 20 (12:00AM)        Aug 22 (12:00AM)       Aug 24 (12:00AM)       Aug 26 (12:00AM)      Aug 28 (12:00AM)


the periodicity of conversation in the marketplace.                                                                                           Forums    Mainstream News       Video           Comments         Forum Replies        MicroMedia        Forums        Blogs

Buzz Monitoring can then help you keep on top of
nuances that may occur – so that you are always                                                                                 Aug 19th: Tweet: increase Your customer satisfaction with New ERP Software http://bit.ly/bgOZID #erp

ready to engage at the right time, enabling more                                                                                Aug 23rd: News: Research and Markets: Enhancing Loyalty Through Customer Centricity http://bit.ly/bm3V3J

effective resource planning and often saving time                                                                               Aug 26th: Facebook: BK Boreyko, CEO, has a strong reputation not only as a corporate guy but also as an outstanding field leader.

in implementation.                                                                                                              Vemma is a product driven company http://millionclub.vemma.com, with double digit growth and a high customer retention rate.


                                                                                                                       Figure 2: Sample topic trends graph


10 | Marketing Options International                                                                                                                                                                                                     Marketing Options International | 11
“
How to tell who is influencing
the market
Listening and analysing social media activity also tells
you who to monitor and engage with, by uncovering
who your audiences consider to be the most influential
voices. This often brings up some intriguing and
valuable insights – not least that, in social media,
customers are highly likely to listen to and trust
each other’s experiences.

Last year a leading UK professional services firm
wanted to increase their presence and attract new
                                                           It’s vital to monitor and engage with industry influencers
                                                           whether they are promoters or detractors. Doing so
                                                           gives you some means to proactively shape opinion
                                                           in the market, rather than reacting to it.

                                                           Advanced filtering capabilities are available that enable
                                                           influencers to be prioritised according to network activity
                                                           around them, such as their followers or subscribers,
                                                           the comment-count on their blog articles, and a host of
                                                           other criteria. This gives you qualitative data about who
                                                                                                                                                       “
                                                                                                                        It’s  vital  to  monitor  and  engage  

                                                                                                                        they  are  promoters  or  detractors.  
                                                                                                                        Doing  so  gives  you  some  means  
                                                                                                                        to  proactively  shape  opinion  in  the  
leads through social media. The Listening Report           is influencing the market, to help you devise highly
they conducted revealed a referral from the popular        effective engagement tactics that develop authenticity       market,  rather  than  reacting  to  it.
technology website ‘TechCrunch’ in response to the         and trust around what you have to say.
question ‘Does anybody know a good accountancy
firm specialising in the Tech Industry?’ This highlights
the fact that opportunities out there may be missed by
not monitoring perhaps less obvious – but nonetheless
key – industry influencers, in this case TechCrunch.




12 | Marketing Options International                                                                                                                 Marketing Options International | 13
Summary                                                                                                   About MOI
Listening is about knowledge. And knowing the        A Listening Report and regular Buzz Monitoring       Marketing Options International have taken over
which, where, what, when and who within social       are the most cost-effective, time-efficient and       10 years’ user-centric digital marketing and social
media is essential to moving beyond having a         resource-aware ways to monitor and direct            media marketing experience in delivering effective
presence ‘because you should’, to developing         engagement effectively in social media.              and measurable customer engagement and demand
an informed, targeted and measurable strategy                                                             creation. Our digital services range from HTML emails,
                                                     The findings of a Listening Report and regular
as an integrated part of your marketing mix.                                                              website design, PPC and banner advertising through
                                                     updates provided by Buzz Monitoring can be fed
                                                                                                          to social media consulting, social media engagement,
Stop before directing your marketing activity to     directly into your marketing strategy to close the
                                                                                                          search engine optimisation and mobile app development.
the wrong customer requirements. Look at what        loop – and ensure that industry and customer
                                                                                                          We create digital marketing content that delivers real
your audience is doing within social media. Listen   feedback informs future tactics and strategy.




                                                                        “
“
                                                                                                          value to your target audience, through microsites,
to their questions and priorities.
                                                                                                          webinars, videos, iPhone/Android apps, virals, user
                                                                                                          polls, eBooks and much more.




                    It  is  clear  that  a  social  media  strategy  
                    can  generate  measurable  results.  But  
                    on  top  of  that,  it  provides  measurable  
                    market  intelligence  that  can  be  relied  
                    upon  to  continuously  review  the  
                    channels  and  platforms  used.  



14 | Marketing Options International                                                                                                                               Marketing Options International | 15
For further information, please contact:


Digital Marketing Director
e: stuart.morgan@mointernational.com
t: +44 (0) 1932 233000



Walton Reach
Manor Road
Walton-on-Thames
Surrey KT12 2PF

www.mointernational.com




                                           © 2011 Marketing Options Ltd.

Más contenido relacionado

La actualidad más candente

BBMediateam
BBMediateamBBMediateam
BBMediateamBBMedia
 
SocialStrut Presentation
SocialStrut PresentationSocialStrut Presentation
SocialStrut PresentationBBMedia
 
Vl plus-storyboard-smmp-rev3
Vl plus-storyboard-smmp-rev3Vl plus-storyboard-smmp-rev3
Vl plus-storyboard-smmp-rev3nich_marketing
 
Marketing Presentation
Marketing PresentationMarketing Presentation
Marketing PresentationNuVisions
 
Influencing Brand Buzz Webinar
Influencing Brand Buzz WebinarInfluencing Brand Buzz Webinar
Influencing Brand Buzz WebinarJerranna Cannady
 
Gleansight Social Media Marketing
Gleansight Social Media MarketingGleansight Social Media Marketing
Gleansight Social Media MarketingCrowd Factory
 
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...Shoutlet, a Spredfast Company
 
Tns social media insights for growth
Tns social media  insights for growthTns social media  insights for growth
Tns social media insights for growthGabriella Bergaglio
 
KINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP digital
 
Key Marketing Trends For 2011
Key Marketing Trends For 2011Key Marketing Trends For 2011
Key Marketing Trends For 2011Julie Benlolo
 
www.webdesigninmalaysia.com
www.webdesigninmalaysia.comwww.webdesigninmalaysia.com
www.webdesigninmalaysia.comjerrweii
 
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...Marketing_at_FORE
 
Service Push Discovery Framework
Service  Push  Discovery  FrameworkService  Push  Discovery  Framework
Service Push Discovery FrameworkJohn Perez
 

La actualidad más candente (20)

BBMediateam
BBMediateamBBMediateam
BBMediateam
 
SocialStrut Presentation
SocialStrut PresentationSocialStrut Presentation
SocialStrut Presentation
 
social crm
social crmsocial crm
social crm
 
Vl plus-storyboard-smmp-rev3
Vl plus-storyboard-smmp-rev3Vl plus-storyboard-smmp-rev3
Vl plus-storyboard-smmp-rev3
 
Social Market Trends Study
Social Market Trends StudySocial Market Trends Study
Social Market Trends Study
 
Marketing Presentation
Marketing PresentationMarketing Presentation
Marketing Presentation
 
Influencing Brand Buzz Webinar
Influencing Brand Buzz WebinarInfluencing Brand Buzz Webinar
Influencing Brand Buzz Webinar
 
Jumpstart Measurement Guide
Jumpstart Measurement GuideJumpstart Measurement Guide
Jumpstart Measurement Guide
 
Wh white paper_smmp
Wh white paper_smmpWh white paper_smmp
Wh white paper_smmp
 
B2B Social Media Marketing
B2B Social Media MarketingB2B Social Media Marketing
B2B Social Media Marketing
 
Gleansight Social Media Marketing
Gleansight Social Media MarketingGleansight Social Media Marketing
Gleansight Social Media Marketing
 
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
 
Tns social media insights for growth
Tns social media  insights for growthTns social media  insights for growth
Tns social media insights for growth
 
KINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP Social Media Command Center
KINSHIP Social Media Command Center
 
Acquisition integration slide share
Acquisition integration slide shareAcquisition integration slide share
Acquisition integration slide share
 
Key Marketing Trends For 2011
Key Marketing Trends For 2011Key Marketing Trends For 2011
Key Marketing Trends For 2011
 
www.webdesigninmalaysia.com
www.webdesigninmalaysia.comwww.webdesigninmalaysia.com
www.webdesigninmalaysia.com
 
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...
Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimizat...
 
Pinterest SEO Sydney
Pinterest SEO SydneyPinterest SEO Sydney
Pinterest SEO Sydney
 
Service Push Discovery Framework
Service  Push  Discovery  FrameworkService  Push  Discovery  Framework
Service Push Discovery Framework
 

Similar a Stop look listen social media monitoring. Wy social media monitoring matters in B2B marketing.

Five Steps to an Integrated Social Media Campaign
Five Steps to an Integrated Social Media CampaignFive Steps to an Integrated Social Media Campaign
Five Steps to an Integrated Social Media CampaignAlterian
 
Where's the Beef? How social media really can cut the mustard in B2B marketing
Where's the Beef?  How social media really can cut the mustard in B2B marketingWhere's the Beef?  How social media really can cut the mustard in B2B marketing
Where's the Beef? How social media really can cut the mustard in B2B marketingMOI Global
 
Social listening, Microsoft
Social listening, MicrosoftSocial listening, Microsoft
Social listening, MicrosoftStuart Pringle
 
Social media in the cross channel by selligent nov10
Social media in the cross channel by selligent nov10Social media in the cross channel by selligent nov10
Social media in the cross channel by selligent nov10Retelur Marketing
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm SystemITC Infotech
 
IAB Social Media Buyers Guide 2010
IAB Social Media Buyers Guide 2010IAB Social Media Buyers Guide 2010
IAB Social Media Buyers Guide 2010ptlee
 
Evolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity ModelEvolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
 
Social media for b2b marketing-from Asuthosh Nair & Jaspreet Sidhu
Social media for b2b marketing-from Asuthosh Nair & Jaspreet SidhuSocial media for b2b marketing-from Asuthosh Nair & Jaspreet Sidhu
Social media for b2b marketing-from Asuthosh Nair & Jaspreet SidhuWaily ARAUJO
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Avinash Joshi
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Avinash Joshi
 
The guide to social media marketing and buisness intel.pdf
The guide to social media marketing and buisness intel.pdfThe guide to social media marketing and buisness intel.pdf
The guide to social media marketing and buisness intel.pdfAnjanette Delgado
 
Social Media Analytics
Social Media AnalyticsSocial Media Analytics
Social Media AnalyticsPeter Tutty
 
SOUND: Social Intelligence Command Centre
SOUND: Social Intelligence Command Centre SOUND: Social Intelligence Command Centre
SOUND: Social Intelligence Command Centre Kunal Chaturvedi
 
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...Connie Bensen Lund
 
The Social Plan
The Social PlanThe Social Plan
The Social PlanGina Bowes
 
Lovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystifiedLovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystifiedad_crystal
 

Similar a Stop look listen social media monitoring. Wy social media monitoring matters in B2B marketing. (20)

Five Steps to an Integrated Social Media Campaign
Five Steps to an Integrated Social Media CampaignFive Steps to an Integrated Social Media Campaign
Five Steps to an Integrated Social Media Campaign
 
Where's the Beef? How social media really can cut the mustard in B2B marketing
Where's the Beef?  How social media really can cut the mustard in B2B marketingWhere's the Beef?  How social media really can cut the mustard in B2B marketing
Where's the Beef? How social media really can cut the mustard in B2B marketing
 
CIPR Guide to Social Media Monitoring
CIPR Guide to Social Media MonitoringCIPR Guide to Social Media Monitoring
CIPR Guide to Social Media Monitoring
 
Social listening, Microsoft
Social listening, MicrosoftSocial listening, Microsoft
Social listening, Microsoft
 
Social Selling at Scale
Social Selling at ScaleSocial Selling at Scale
Social Selling at Scale
 
Connect with Social Media
Connect with Social MediaConnect with Social Media
Connect with Social Media
 
Social media in the cross channel by selligent nov10
Social media in the cross channel by selligent nov10Social media in the cross channel by selligent nov10
Social media in the cross channel by selligent nov10
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm System
 
IAB Social Media Buyers Guide 2010
IAB Social Media Buyers Guide 2010IAB Social Media Buyers Guide 2010
IAB Social Media Buyers Guide 2010
 
Evolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity ModelEvolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity Model
 
Social Media B 2 B
Social Media B 2 BSocial Media B 2 B
Social Media B 2 B
 
Social media for b2b marketing-from Asuthosh Nair & Jaspreet Sidhu
Social media for b2b marketing-from Asuthosh Nair & Jaspreet SidhuSocial media for b2b marketing-from Asuthosh Nair & Jaspreet Sidhu
Social media for b2b marketing-from Asuthosh Nair & Jaspreet Sidhu
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?
 
The guide to social media marketing and buisness intel.pdf
The guide to social media marketing and buisness intel.pdfThe guide to social media marketing and buisness intel.pdf
The guide to social media marketing and buisness intel.pdf
 
Social Media Analytics
Social Media AnalyticsSocial Media Analytics
Social Media Analytics
 
SOUND: Social Intelligence Command Centre
SOUND: Social Intelligence Command Centre SOUND: Social Intelligence Command Centre
SOUND: Social Intelligence Command Centre
 
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
 
The Social Plan
The Social PlanThe Social Plan
The Social Plan
 
Lovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystifiedLovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystified
 

Más de MOI Global

5 Tips to Start Your Social Selling Journey
5 Tips to Start Your Social Selling Journey5 Tips to Start Your Social Selling Journey
5 Tips to Start Your Social Selling JourneyMOI Global
 
The What, How and Why in B2B Social Influencer Marketing
The What, How and Why in B2B Social Influencer MarketingThe What, How and Why in B2B Social Influencer Marketing
The What, How and Why in B2B Social Influencer MarketingMOI Global
 
12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing 12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing MOI Global
 
10 Ways to Instantly Increase Event ROI
10 Ways to Instantly Increase Event ROI10 Ways to Instantly Increase Event ROI
10 Ways to Instantly Increase Event ROIMOI Global
 
B2BInTech in bite-sized nuggets!
B2BInTech in bite-sized nuggets!B2BInTech in bite-sized nuggets!
B2BInTech in bite-sized nuggets!MOI Global
 
The social business - The Fails and Successes
The social business - The Fails and Successes The social business - The Fails and Successes
The social business - The Fails and Successes MOI Global
 
Linkedin Top Tips Guide
Linkedin Top Tips GuideLinkedin Top Tips Guide
Linkedin Top Tips GuideMOI Global
 
Marketing Options International Credentials
Marketing Options International Credentials Marketing Options International Credentials
Marketing Options International Credentials MOI Global
 

Más de MOI Global (8)

5 Tips to Start Your Social Selling Journey
5 Tips to Start Your Social Selling Journey5 Tips to Start Your Social Selling Journey
5 Tips to Start Your Social Selling Journey
 
The What, How and Why in B2B Social Influencer Marketing
The What, How and Why in B2B Social Influencer MarketingThe What, How and Why in B2B Social Influencer Marketing
The What, How and Why in B2B Social Influencer Marketing
 
12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing 12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing
 
10 Ways to Instantly Increase Event ROI
10 Ways to Instantly Increase Event ROI10 Ways to Instantly Increase Event ROI
10 Ways to Instantly Increase Event ROI
 
B2BInTech in bite-sized nuggets!
B2BInTech in bite-sized nuggets!B2BInTech in bite-sized nuggets!
B2BInTech in bite-sized nuggets!
 
The social business - The Fails and Successes
The social business - The Fails and Successes The social business - The Fails and Successes
The social business - The Fails and Successes
 
Linkedin Top Tips Guide
Linkedin Top Tips GuideLinkedin Top Tips Guide
Linkedin Top Tips Guide
 
Marketing Options International Credentials
Marketing Options International Credentials Marketing Options International Credentials
Marketing Options International Credentials
 

Último

Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 

Último (20)

Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 

Stop look listen social media monitoring. Wy social media monitoring matters in B2B marketing.

  • 1. Stop, Look and Listen. Why social media monitoring matters in B2B marketing T O P S
  • 2. An essential guide to discovering insight that could transform your strategies and tactics. With over 50 million LinkedIn1 members, 75 million 86% of B2B organisations used social media in 20104, people on Twitter2 and almost 600 million Facebook3 but how many really know what was achieved with users, B2B marketers can be 100% certain of one their spend? This White Paper shows you how to find thing about social media: somebody, somewhere is out – and how you can use the insight to improve talking to your customers and prospects about your the return for your business. brand and what you sell. How do you break through the billions of conversations to find the ones that really matter? And how does this help you develop ‘closed loop’, penetrative marketing? This White Paper addresses the principles, methods and benefits of monitoring social media. It tells you all you need to know about: in social media 1 http://www.twitterrati.com/2010/01/26/75m-twitter-users-but-growth-slowing/ 2 http://blog.linkedin.com/2009/10/14/linkedin-50-million-professionals-worldwide/ 3 http://latimesblogs.latimes.com/technology/2011/01/facebook-hits-600-million-users-facebook-executive-says.html 4 http://www.bizreport.com/2010/05/report-b2b-firms-embrace-social-media.html 2 | Marketing Options International Marketing Options International | 3
  • 3. “ Why social media monitoring helps marketers If you are using social media for marketing, you need monitoring services to tell you what is going on in and your industry. Typically providing an analysis over a 1 - 3 month period, the Listening Report offers context and an understanding of what is making your market move at the social level. The findings can then be fed directly into your marketing strategy. You can use a Listening Report to help define your objectives in social media marketing, because it identifies the main themes and business issues that your customers are focused on at a given moment. Listening  Reports  give   “ you  a  comprehensive  and   actionable  snapshot  of  all   conversations  concerning   your  customers,  your  brand   the market. But it is vital that Listening doesn’t end at the planning stage: you need to monitor continually if you are to and  your  industry.     Social media monitoring – often called ‘Listening’ – filters understand and respond to changes in your market, and analyses posts of every kind from right across indicated by trends within the conversation space. social media, according to keyword-style criteria that are customised to your brand, industry, competitors Once you have established the context of your market and so on. Listening is carried out using automated and what it is actually talking about, the next hurdle tools to interrogate data gathered and warehoused for B2B marketers is to engage effectively in the right by the software providers. There are many of these social groups. In other words, you need tactics to find tools available, mostly as free utilities or SaaS the right conversations and get involved in them as (Software as a Service). You can also outsource the quickly as possible – so that you can engage with task to a marketing or PR agency, who typically use the participants as successfully as possible. a combination of different tools and charge research A programme of continuous listening – or ‘Buzz and analytics fees. Monitoring’ – facilitates this on an ongoing basis. It Listening provides detailed, specific and above all gives you a detailed real-time snapshot of the shape current market research information that you can use of the social market relevant to you – even pulling out to accurately steer strategy planning and engagement specific individual conversations, bloggers and sites. tactics. The way to get the most benefit is to carry out Buzz Monitoring takes place continuously, and reports monitoring both as part of your planning and throughout are typically provided on a daily or weekly basis, or your social media marketing engagement activity. even as real-time alerts if appropriate. At the planning stage, a ‘Listening Report’ gives The beauty of Buzz Monitoring is that it offers you a comprehensive and actionable snapshot of all bespoke insight and guidance on how best to join conversations concerning your customers, your brand the conversations and turn them into tangible and strategised marketing activity. 4 | Marketing Options International Marketing Options International | 5
  • 4. What your target audience are Where they are in talking about the buying cycle For example, last year a high-tech company was focused Listening helps you figure out where prospects Taking the earlier example of the software company: on initially positive market response to an increased are in the buying cycle. Knowing this will improve having identified price as the subject of discussion service offering around a key product. But while a both the targeting and effectiveness of your social among customers, Buzz Monitoring highlighted Listening Report supported this positive feedback, it media marketing. the real issue to be the complexity of multi-licence also revealed an underlying negative issue about the pricing. In this instance, Listening helped the company Discovering the answers to these questions through a programme of Listening will help you to understand exactly what your audience is looking for. You can then tailor not only your social media activity but also “ incremental cost of service licensing that went along with the enhanced offering. Understanding this meant that the company could tailor its messaging and adopt an You can do this by analysing conversations in different media – such as comments on a blog post, or tweets around a particular issue – and tailoring your content transform messaging from ‘objection-handling’ to ‘pre-sales support’ – delivered to the customer precisely where and when it was needed in the “ accordingly. This can help eliminate hours of valuable appropriate stance in its ongoing communications. buying cycle. other marketing campaigns. Listening will enable you time in preparing posts or other content intended for to make sure your content addresses real priorities and concerns for your customers and prospects – and so leads to enhanced marketing effectiveness. Listening  will  enable  you  to   make  sure  your  content  addresses   real  priorities  and  concerns. different stages of the buying cycle. For instance, many companies – focusing on lead generation – instinctively create marketing materials around the ‘initial consideration’ stage. But if Listening shows that prospects are already making product comparisons, the content will be off-target. are  in  the  buying  cycle.  Knowing  this  will   “ Social media monitoring enables you to: Buzz Monitoring then allows you to keep track of the customer’s next priority as they move forward in their buying journey. improve  both  targeting  and  effectiveness.   6 | Marketing Options International Marketing Options International | 7
  • 5. “ How to improve ‘fit’ with your target audience It is unwise to assume that using correct industry A Listening Report can present such findings in a Aligning  your  language   terminology is enough to connect with your audience. Social media is conversational and people refer ‘conversation cloud’ to identify the common language being used. A ‘conversation cloud’ (see figure 1) is like with  the  market  makes  it   to everything in a fairly colloquial way or using a tag cloud in that it enables all the words being used more  likely  that  you  will  be   abbreviations and acronyms as short-hand. around your industry to be highlighted and weighted It is highly beneficial for you to use the exact same according to their usage: the bigger the word appears discovered  in  searches.   in the cloud, the more it is being used. terminology and abbreviations for two reasons: You can then drill down into the terminology on an ongoing basis with Buzz Monitoring, to see with word-precision the current buzz around topics relevant to your business. In 2010, two well-established technology companies were using two different phrases to describe identical competitive services. Listening showed that, across social media, the term ‘data security’ was attracting ten times the number of posts of the rival phrase ‘data protection’. Once this was revealed, the rival company were able to change tack with the wording in their own content – and by using the lingua franca of the marketplace, they were able to infiltrate search results previously dominated by their competition and get more traffic for themselves. Figure 1: Sample conversational cloud 8 | Marketing Options International Marketing Options International | 9
  • 6. “ When your audience is most active in social media You can target your social media engagement activity more precisely if you know what times of day, weekdays, or when in the month your audience are more active in social media themselves. It’s a question of topicality and simply ‘being there’ at the right time. If you can ensure your messages reach people at the most relevant times, you will achieve much higher Fully utilising the capabilities of advanced Listening also allows you fully to understand exactly what triggers conversations at certain times. Social media monitoring provides you with ‘topic trends’ – a clear visual representation of peaks and dips in conversation, and when they occur. You can Social  media  monitoring  provides   you  with  ‘topic  trends’  –  a  clear   visual  representation  of  peaks  and   dips  in  conversation,  and  when   “ brand impact. drill down into these peaks and dips to see actual postings – and so discover why they have occurred they  occur.   For instance, if you tweet about an upcoming event, (see figure 2). you will reach a lot more eyeballs during working It is very useful to ascertain whether there is a hours than you will late on Sunday evening. That significant rise in activity directly after company press tweet will get lost in the noise on Monday morning. releases, or whether the industry responds to specific This is especially important if you are targeting product queries in forums – and any number of other different regions and time-zones. Topic trends for keyword(s): “Customer Growth & Retention” – (Total # of posts: 70) market-specific drivers for intensified social media 6 A real-life example was another software company conversation, such as key blog posts or analyst who identified through Buzz Monitoring a lot of activity reports being issued. This is valuable information 3 5 in their communities on Tuesdays. Previously believing that you can use to plan engagement tactics with that conversations were being led by official company subtlety and precision. 4 press releases and associated news articles, Listening 2 Number of Posts revealed that it was in fact tied to the periodic release of security patches on what the market had come to call 3 1 ‘Patch Tuesday’. Knowing this meant the company could 2 not only streamline engagement activities and eliminate wasted hours, but also tailor messaging and content 1 appropriately to the context of the conversations. 0 A full Listening Report will enable you to understand Aug 16 (12:00AM) Aug 18 (12:00AM) Aug 20 (12:00AM) Aug 22 (12:00AM) Aug 24 (12:00AM) Aug 26 (12:00AM) Aug 28 (12:00AM) the periodicity of conversation in the marketplace. Forums Mainstream News Video Comments Forum Replies MicroMedia Forums Blogs Buzz Monitoring can then help you keep on top of nuances that may occur – so that you are always Aug 19th: Tweet: increase Your customer satisfaction with New ERP Software http://bit.ly/bgOZID #erp ready to engage at the right time, enabling more Aug 23rd: News: Research and Markets: Enhancing Loyalty Through Customer Centricity http://bit.ly/bm3V3J effective resource planning and often saving time Aug 26th: Facebook: BK Boreyko, CEO, has a strong reputation not only as a corporate guy but also as an outstanding field leader. in implementation. Vemma is a product driven company http://millionclub.vemma.com, with double digit growth and a high customer retention rate. Figure 2: Sample topic trends graph 10 | Marketing Options International Marketing Options International | 11
  • 7. “ How to tell who is influencing the market Listening and analysing social media activity also tells you who to monitor and engage with, by uncovering who your audiences consider to be the most influential voices. This often brings up some intriguing and valuable insights – not least that, in social media, customers are highly likely to listen to and trust each other’s experiences. Last year a leading UK professional services firm wanted to increase their presence and attract new It’s vital to monitor and engage with industry influencers whether they are promoters or detractors. Doing so gives you some means to proactively shape opinion in the market, rather than reacting to it. Advanced filtering capabilities are available that enable influencers to be prioritised according to network activity around them, such as their followers or subscribers, the comment-count on their blog articles, and a host of other criteria. This gives you qualitative data about who “ It’s  vital  to  monitor  and  engage   they  are  promoters  or  detractors.   Doing  so  gives  you  some  means   to  proactively  shape  opinion  in  the   leads through social media. The Listening Report is influencing the market, to help you devise highly they conducted revealed a referral from the popular effective engagement tactics that develop authenticity market,  rather  than  reacting  to  it. technology website ‘TechCrunch’ in response to the and trust around what you have to say. question ‘Does anybody know a good accountancy firm specialising in the Tech Industry?’ This highlights the fact that opportunities out there may be missed by not monitoring perhaps less obvious – but nonetheless key – industry influencers, in this case TechCrunch. 12 | Marketing Options International Marketing Options International | 13
  • 8. Summary About MOI Listening is about knowledge. And knowing the A Listening Report and regular Buzz Monitoring Marketing Options International have taken over which, where, what, when and who within social are the most cost-effective, time-efficient and 10 years’ user-centric digital marketing and social media is essential to moving beyond having a resource-aware ways to monitor and direct media marketing experience in delivering effective presence ‘because you should’, to developing engagement effectively in social media. and measurable customer engagement and demand an informed, targeted and measurable strategy creation. Our digital services range from HTML emails, The findings of a Listening Report and regular as an integrated part of your marketing mix. website design, PPC and banner advertising through updates provided by Buzz Monitoring can be fed to social media consulting, social media engagement, Stop before directing your marketing activity to directly into your marketing strategy to close the search engine optimisation and mobile app development. the wrong customer requirements. Look at what loop – and ensure that industry and customer We create digital marketing content that delivers real your audience is doing within social media. Listen feedback informs future tactics and strategy. “ “ value to your target audience, through microsites, to their questions and priorities. webinars, videos, iPhone/Android apps, virals, user polls, eBooks and much more. It  is  clear  that  a  social  media  strategy   can  generate  measurable  results.  But   on  top  of  that,  it  provides  measurable   market  intelligence  that  can  be  relied   upon  to  continuously  review  the   channels  and  platforms  used.   14 | Marketing Options International Marketing Options International | 15
  • 9. For further information, please contact: Digital Marketing Director e: stuart.morgan@mointernational.com t: +44 (0) 1932 233000 Walton Reach Manor Road Walton-on-Thames Surrey KT12 2PF www.mointernational.com © 2011 Marketing Options Ltd.