Presentation on listening tools for the social web at the 2011 CASE Social Media and Community conference in SF.

1. Are You Listening? Brand Monitoring and Social Media Engagement Andrew Gossen Senior Director for Social Media Strategy Cornell University Alumni Affairs & Development

4. October 28

5. October 28 On Oct 28, 2010, at 12:28 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote:There’s no discussion right now on Impact Alumni. I’ve got a draft ready to go, but if no-one is engaging with the topic, my instinct would be to just let it wither away instead of drawing attention to it with a response. How about I keep monitoring and when and if the time is right I jump in?

6. October 28 On Oct 28, 2010, at 12:53 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: BTW, my new social media monitoring tool is letting me see that this doesn’t seem to be picking up much traction on the social web. It’s mainly on blogs right now, not FB or Twitter. The NYT blog is the most prominent. Some blogs are defending us, most notably MetaEzra. None of the blogs are getting much action in the way of comments. This isn’t to say that it couldn’t still blow up, but it’s less likely with each passing hour unless someone like The Huffington Post picks up on it. Andrew

7. October 28 On Oct 28, 2010, at 4:12 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: HuffPo did pick it up, but it looks like it’s being drowned out by news of the sustainability gift.

8. October 29

9. October 29

10. October 29

11. October 30

12. October 31

13. November 1

14. November 2

15. November 3

20. In 2010, the average annual social business budget at enterprise-class corporations was a mere $833,000. (http://www.web-strategist.com/blog/2011/02/10/spend-wisely-finally-an-investment-roadmap-for-social-business-buyers-altimeter-report/)

25. http://blog.socialcast.com/e2sday-the-hectic-schedule-of-a-social-media-manager/

26. “Setting up a Google Alert does not mean you have a monitoring program.” - J.D. Lasica (@jdlasica)

27. Listening Only – real time search platforms

28. socialmention - blogs

29. socialmention - microblogs

30. socialmention - microblogs

31. socialmention - export

32. socialmention – e-mail alert

33. Archiving Capturing history of activity around particular user, hashtag, or keyword Important for analytics

34. TwapperKeeper

35. TwapperKeeper

36. TwapperKeeper

37. The Archivist (archivist.visitmix.com/)

38. The Archivist

39. The Archivist

40. The Archivist

41. The Archivist

42. Dashboards – Listening and Response Aggregate institutional and non-institutional streams Respond from within dashboard environment from multiple accounts Delegation Analytics

43. Free monitoring dashboard

45. HootSuite

46. Meltwater Buzz

47. Meltwater Buzz

48. Meltwater Buzz

49. Meltwater Buzz

50. Meltwater Buzz

51. Meltwater Buzz

52. Meltwater Buzz

53. Meltwater Buzz

54. Meltwater Buzz

55. Meltwater Buzz

56. Meltwater Buzz - Analysis

57. Meltwater Buzz - Analysis

58. Meltwater Buzz - Analysis

59. Meltwater Buzz - Analysis

60. Meltwater Buzz- Analysis

61. Meltwater Buzz - Analysis

62. Meltwater Buzz - Analysis

63. Meltwater Buzz - Analysis

64. Meltwater Buzz - Analysis

65. Meltwater Buzz - Reports

66. Meltwater Buzz - Reports

67. Differences from private sector Customer service – staffed appropriately? Monitoring competition Comparing brands with competing brands Sales leads Customer acquisition Size of dedicated SM team Lower volume? (traffic and brands)

69. Advancement uses “Ambient awareness” Monitoring buzz Content discovery Discovering influencers/building lists Crisis monitoring and response

71. Advancement uses “Ambient awareness” Monitoring buzz Content discovery Discovering influencers/building lists Crisis monitoring and response

73. Advancement uses “Ambient awareness” Monitoring buzz Content discovery Discovering influencers/building lists Crisis monitoring and response

74. Amanda Ann Klein '99, Asst. Prof. of Film Studies at East Carolina University

75. Advancement uses “Ambient awareness” Monitoring buzz Content discovery Discovering influencers/building lists Crisis monitoring and response

78. Advancement uses “Ambient awareness” Monitoring buzz Content discovery Discovering influencers/building lists Crisis monitoring and response

79. Limiting factors Staff time Expertise Budget Need

80. Road Map Revisit this presentation Read Socialbrite series Determine your budget and staffing capacities Identify various tools that fit within these parameters Try them out Settle on a tool/suite of tools that works for you.

81. Resources Non-profit primer: http://www.socialbrite.org/sharing-center/monitoring/ Comparison of paid platforms: http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/ Private sector: http://www.slideshare.net/jeremiah_owyang/how-corporations-should-prioritize-social-business-budgets