This document discusses social media monitoring and its importance for brands. It covers key topics like the goals of social monitoring, challenges brands face, quantitative and qualitative metrics to measure, tools that can be used, best practices, and how to track social return on investment. The overall goal is to help brands effectively engage online communities and improve their reputation through a strategic social monitoring process.

1. WELCOME TO #SMWVAN
SOCIAL MONITORING,
INTELLIGENCE AND BRAND
CHATTER
#smwbosco @boscoanthony
Presented by Bosco Anthony
Monday, September 24, 2012

2. Social Monitoring
Process of evaluating
editorial content of
media and social
outlets on a consistent
basis with the purpose
of taking action or
making an impact.
Origin - Offline 1800 Press
clippings Online Cyberalert 90’s
Monday, September 24, 2012

3. WHY THE STRUGGLE
Use of old school tactics
Put out fires
Bragging rights
Press releases
No content plan
Push Product
Expect immediate results
Monday, September 24, 2012

4. Why should you monitor?
Trends, news, research
Content Bank
Keyword Research
Competition analysis
Analytics, Reporting
PR Management /
Brand Reputation
Monday, September 24, 2012

5. SOCIAL MONITORING
COMPLEXITY / TIMELINE
What is social media and why should we be social?
What platform should we be on?
Waste of time and resources!
Cant measure anything, whats the ROI?
What should we measure?
Monday, September 24, 2012

6. Monitor
The 3 M Mingle
Approach Measure
Monday, September 24, 2012

7. Quantitative Vs Qualitative
Quantitative Measure Qualitative Measure
Data of community, Sentiment, emotional
actions and traffic component.
Use of google and social Consumer reviews and
analytics reaction to product
Example Traffic Example Ratings
Monday, September 24, 2012

8. Quantitative Tools
Spiral 16 - monitors web and presents findings in
unique 3D virtualization.
Radian 6 - analytics dashboard tunes into
conversations
Bit.ly - Shortens and tracks URL’s
Visible Technologies - analyzed data on brand chatter
SWIX - shows performance over 70 different audience
and engagement metrics
Monday, September 24, 2012

9. Qualitative Tools
People Browser - Identifies positive, negative or neutral
sentiment towards a brand
Social Mention - Provides in depth analysis on
sentiment
BrandsEye - Allows you to protect your online rep
Heartbeat - Engagement Platform
Alterian - user behaviors, demographics, location and
sentiment
Monday, September 24, 2012

10. Stages of social monitoring!
Build platforms
Use Engagement platforms (hootsuite, tweetdeck, co-
tweet)
Identify Customer Lifetime Value
Review and test Monitoring tools then launch
Engage, drive traffic and conversions
Effectiveness of program and ROI
Monday, September 24, 2012

11. Fact about Social Monitoring
Monitoring is a daily routine that requires time, effort
and resources.
Engagement requires a team of service providers that
converse and drive traffic.
Reporting of data is process on its own.
Not every platform works for every industry!
Statistics show many brands are still in the stone age
when it comes to this process!
Monday, September 24, 2012

12. Selection of Tools
Free Tools
Subscription Tools
Hybrid Enhanced Tools
(deliver news,
broadcast and social
media)
Monday, September 24, 2012

13. Social Monitoring Best Practises
Create Filters ( Market Intelligence VS Chatter)
Pay attention to trends and set keywords
Start by searching brand names, complaints, questions
and compliments to promote engagement
Start with free tools then move to big tools as you grow
Create templates and responses.
Fill vacuum with your perspective or others will
Monday, September 24, 2012

14. Social Terminology
Influence
Sentiment
Volume
Workflow
Dashboard
Insight
Monday, September 24, 2012

15. Tools Making An Impact!
Radian 6(Marketcloud), Trackur and Actionly, Sysomos,
lithium, ubervu,
Raventools,
Bringshare,Cyfe,
Pinerly, Engagio
hootsuite, seesmic, tweetdeck, cotweet, viralheat
Monday, September 24, 2012

16. PR - BRAND REPUTATION!
Learn and change from negative responses
Silence is not always recommended
Do not aim at getting personal
Keep it professional | You are being viewed at all times!
Timing is everything
Have templates and documents ready
Implement content strategy to flush out crap
Monday, September 24, 2012

17. What to pick?
Product features, workflow, insights, engagement etc
Reporting Platforms, Visual engagement and export
Monitoring Tools, Social platform reach, filters keyword
Visitor influence, demographic and details
Help, support and real time guidance
Training platforms
Engagement consoles and social/web integration
Monday, September 24, 2012

18. SOCIAL CRM PROCESS
The overall process of social monitoring
Monday, September 24, 2012

19. Tracking Social ROI!
Examining Referring Traffic
Quality and Review of
content
Sentiment
Track Size of community
and engagement
Share of Voice
Monday, September 24, 2012

20. Anyone notice Social Analytics?
Google Analytics has a new social analytics
feature
Monday, September 24, 2012

21. Metrics by Avinash Kaushik!
Conversion Rate
Amplification Rate
Applause Rate
Economic Rate
Monday, September 24, 2012

22. Social Intelligence
Social Media compliments marketing
Create Social Media Strategy
The digital age of content creation and curation
Engage first and drive conversions!
Wow your audience!
Monday, September 24, 2012

23. Avoid #SMD
Push marketing by people who think they are
making progress with their marketing efforts
Monday, September 24, 2012

24. Brand Chatter!
Connect with people
Ask Questions
Relate
Solve Problems
Share and be social
Become an authority
Recommend!
Monday, September 24, 2012

25. Asante Sana - Thank you!
http://www.boscoanthony.com
Monday, September 24, 2012