Social Media Monitoring: Everybody's Talking! Are You Listening
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This is an overview of social media monitoring, which starts with the basic principles of listening, measuring and engaging. It also features examples from top companies that show a variety of use cases for social media monitoring, including customer engagement, customer service, marketing efficiency, community building and customer insights.
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Social Media Monitoring: Everybody's Talking! Are You Listening
- 1. Everybody’s Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You
- 5. #radian6
- 9. Volume of Conversations 250 million tweets/day
- 10. Volume of Conversations 1.5 billion posts/day
- 11. Volume of Conversations Billions of blogs, comments, communities
- 13. Monitoring the volume of social mentions requires people or technology. Tweet This! @JeffreyLCohen #radian6
- 14. Three Phases of Monitoring • Listening • Measuring • Engaging
- 15. Listening Brand and Product Mentions
- 16. Listening Discover Signal from Noise
- 17. Listening Monitor Competitors and Industry
- 18. Listening Finding Influencers
- 19. Measuring Set a Goal
- 20. Measuring Connect with Business Goals
- 21. Measuring Measure what you can Move
- 22. Engaging Respond to Questions
- 23. Engaging Share Valuable Content
- 24. Engaging Track Activities
- 25. Successful monitoring requires actionable goals that can be measured. Tweet This! @JeffreyLCohen #radian6
- 26. Building Healthier Online Communities Advice and Recommendations
- 27. Building Healthier Online Communities Discover Content and Recommenders
- 28. Building Healthier Online Communities Answer Questions and Publish Content
- 29. Building Healthier Online Communities Solve Customer Problems
- 30. Listen to customers like @GNCLiveWell so you can answer their questions. Tweet This! @JeffreyLCohen #radian6
- 31. Integrating Feedback into Marketing “Refresh Everything” Campaign
- 32. Integrating Feedback into Marketing Monitored thousands of conversations overnight
- 33. Integrating Feedback into Marketing Immediate feedback
- 34. Integrating Feedback into Marketing Changed ad spend for follow-up campaign
- 35. Collect real time feedback like @Pepsi to make smarter marketing decisions. Tweet This! @JeffreyLCohen #radian6
- 36. Discover and Build a User Community Inner Circle of Power Users, Fans and Advocates
- 37. Discover and Build a User Community Over 25,000 Members
- 38. Discover and Build a User Community Product Suggestions and Comments
- 39. Discover and Build a User Community Product Roadmap, Prioritize Features and Catch problem
- 40. Discover and Build a User Community Advocates Share and Spread Content
- 41. Discover and Build a User Community Recruit New Members, Find New Communities
- 42. Build an Inner Circle community like @IntuitInc for product reactions. Tweet This! @JeffreyLCohen #radian6
- 43. Making B2B Social Media Work Listening to Engineers, Business Owners and for Industrial Topics
- 44. Making B2B Social Media Work Focus on Blogs and Forums
- 45. Making B2B Social Media Work Content Marketing, Product and Service Concerns and Competitive Intelligence
- 46. Making B2B Social Media Work Distributed to Product Marketing and Dealer Relations
- 47. Making B2B Social Media Work Discover New Leads and Retain Customers
- 48. Listen across the B2B distribution channels like @CaterpillarInc. Tweet This! @JeffreyLCohen #radian6
- 49. Social Media Command Center Monitors over 25,000 Daily Conversations
- 50. Social Media Command Center 11 Languages
- 51. Social Media Command Center Twitter Reach is Greater than Top 12 US Newspapers
- 52. Social Media Command Center Find Every Conversation and Respond for Service, Sales and Community
- 53. Social Media Command Center Route Relevant, Timely Customer Feedback to Anyone in Company
- 54. Social Media Command Center “It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.” Manesh Mehta VP Social Media and Community
- 55. The @Dell Command Center achieved 46% more customer reach with the same employees. Tweet This! @JeffreyLCohen #radian6
- 56. Engage Athletes, Fans and Customers Real Time Feedback to Inform Marketing, Product and Communications
- 57. Engage Athletes, Fans and Customers Turn a Leading Sports Brand into a Leading Participatory Brand
- 58. Engage Athletes, Fans and Customers Realized Increases in Site Traffic, Engagement and Sales
- 59. Engage Athletes, Fans and Customers “Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.” Bonin Bough Global Director of Digital and Social Media
- 60. You don’t need a fancy room to do amazing social customer service. Tweet This! @JeffreyLCohen #radian6
- 62. Thank You Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com amzn.to/b2bsm2 Road (previous slide): http://www.flickr.com/photos/sambou/2611998145/
Notas del editor
- Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
- Establish measurable goals Track meaningful metrics Use collected data wisely