8. Our Clients The Online Explosion WIKIs Press release distribution Online Monitoring Social Networks Internal Blogs Forums Widgets Virtual World Events Social Book Marking Online Reputation Mgm Social Search Dark Blogs Skypecasts Webcasts Webchats Internet Radio Blogger Relations RSS Feeds Forums/Boards Twitter SEO Press Releases Mashups Social Media Releases Folksonomies Online Media competitions Online Surveys Infographics Tagged Photos Social Bookmarking Online Video
30. Why Monitor? Find online stakeholders & influencers Identify where online conversations about you occur Find existing/emerging trends relevant to your brand Identify competitors Identify themes, stories, content for proactive PR and social media strategy Start to take part in the conversation & represent yourself to interested parties. Represent yourself to people giving out about you.
32. Who to Monitor? The most important person to monitor is yourself
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34. Clicky - www.getclicky.com Subscription service - with Free Trial Real time monitoring (Google claims 3 hours lag on Analytics) More customisable than google analytics Track specific actions visitors take Twitter Keyword monitoring
35. Google Keyword Tool Part of Adwords Not really a monitoring tool But gives you a sense of the lay of the land; online competitor analysis. Shows local & global searches New Insight for search function http://www.google.com/insights/search/#
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37. Searches Message boards Only use advanced search Get an RSS feeder & sign up for Google Alerts
38. Social Mention socialmention.com Real time social media monitoring; offers alerts - like google’s, but just for social media Offers topline figures on sentiment, Keywords, etc. Good for the bigger
39. Klout - Klout.com Shows influence of individual tweeters Level of activity & Connections Great way of sussing out online personas
40. Boxcar Push Social media monitoring for iPhone Twitter, Facebook & Email
41. Digg & Stumbleupon Topic based Bookmarking & Recommendation sites Allow you to find popular sites & articles according to topic Identify influential bloggers in your field Also allow you to push out your content
42. Paid Services Radian 6 Blog & Social media monitoring service Offers multiple data displays Row feeder One term for free, exports reports in Excel O’Leary Analytics Bespoke online monitoring & IRISH
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44. Use the data to decide: Who your audience is How they find you Who your key influencers are Who are your competitors & what are they doing What content attracts interaction & engagement What you want to say & how you can make it uniquely yours How you can insert your content into existing online conversations What to do with the data?
50. 5. Internal engagement Going social means that your company needs to embrace “social” inside and out. Every single employee of yours represents your company. Whether it’s actively or passively. Inform them about your social media strategy. They can be advocates, active recruiters, brand ambassadors, etc.
51. 6. External Advocates Your employees aren’t your best supporters - your customers are. Engage & incentivise them to become advocates, write reviews, get involved... Not a Brand economy – It’s a Fan economy
52. 7. Interaction If people get in touch with you via social media you must respond. If you are faced with complaints, deal with them honestly. But remember you are doing so publicly. So BE NICE. Whether responding to positive or negative comments, try to give the customer what they want.
53. 8. Contingency Know what you’re going to do if something goes wrong. Nothing travels faster online than news of a screw up Manage your reputation by knowing the risks, being prepared and nipping any bad press in the bud.
54. 9. Content is King Your business has interesting and valuable information. Use it IMAGINATIVELY to create content around issues that your customers will respond to & pass on to their peers.
65. Some (oldish) figures 75% of twitter users joined in 2009 10,000 new accounts opened per day 35% of Twitter users have 10 followers or less 9% of Twitter users follow no one at all 10 billion tweets
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68. LinkedIn " LinkedIn is the office, Facebook is the barbecue in the backyard, and MySpace is the bar”, Reid Hoffman, CEO, LinkedIn
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71. Flickr & Pix.ie Photosharing sites Great for broadening your digital footprint Don’t tell. Show. Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse
72. YouTube Second biggest Search engine Video content is growing Integration into website and Facebook pages Annotations allow for SEO of video content Video press release Think how you can make sticky video content, eg. Bacardi Ireland
73. Foursquare & Location Great scope for promotions Reward regular customers Users recommend according to location Facebook Places on the way (supposed to be working now)
83. What does a campaign look like? Ongoing Activity for a typical engagement campaign: Monitoring 2 or 3 times per day across all your online properties. Responding to any pressing comments as they arise/as you notice them. Twitter is an ongoing conversation React in real time if you can. Posting on blog according to your schedule. Eg. Once per day/twice per week. Analysing Data once per week. Looking for trends in how people find, use and interact with your site & social media properties. Analysing Content once per week to see how ads, content, etc. are performing
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89. Thank you for your time. Eoin Kennedy, Slattery Communications, +353 86 8339540, + 353 1 6614055 [email_address] www.twitter.com/eoink www.slatterycommunications.ie www.eoinkennedy.ie/blog http://www.linkedin.com/in/eoinkennedy Steve Dempsey, Slattery Communications, +353 86 8099317, +353 1 6614055 [email_address] www.twitter.com/slattcomms www.slatterycommunications.ie http://www.facebook.com/SlatteryComms
Notas del editor
What type of campaign are you going to run?
Kevin Smith: 1.6 million twitter followers Kicked off south west air flight… They dealt with it very well. Turned 1.6 millon angry folk into 1.6 million people thinking they were doing a good job.
Bp made a hames of their online and offline press. This is a fake photoshoped shot they released showing how they were dealing with the crisis. It was torn apart online.
OPTA stats: good use of their stats
March 23 rd 2010. Free pastry with every coffee before 10.30am – surge in custom and Buzz online.