1. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 1
SOCIAL MEDIA AUDIT & MONITORING
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2. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 2
WHY?
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3. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 3
DO YOU REALLY KNOW YOUR CUSTOMERS AND YOUR COMPETITORS?
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4. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 4
DO YOU KNOW...
‣ ... what your customers are saying online about your brand
and your products?
‣ ... what the customers of your competitors are saying online
and how your competitors answer?
‣ ... to which subjects are your customers sensitive?
Topics that would allow them to share and get involved!
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5. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 5
WHAT STARBUCKS CUSTOMERS TALK ABOUT ONLINE?
Do you think coffee is the priority?
No, many other topics arrive before coffee.
We need to know
these other topics
to be able to better
share.
To identify them
is one of the
purposes of
a social audit.
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DO YOU KNOW...
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LISTENING WITHOUT BEING INTRUSIVE
This is the first time in the history of marketing communication
that you can listen to what your customers say without disturbing
them and without influencing them.
It's as if you were a fly on the wall listening to a conversation
between two friends who speak about you.
There’s never been a better opportunity to understand your customers’
thoughts, opinions, values and beliefs relative to your brand.
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8. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 8
ALL GENERATIONS
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9. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 9
EVERYONE IS CONCERNED
Contraryto popular belief, conversations online concern all generations.
Social media and the proliferation of mobile handheld devices
(smartphone & tablets) have greatly simplified the access
to discussions. Even the generation that is not familiar with computers
are beeing drawn in extensively.
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10. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 10
BECAUSE IT’S POSSIBLE
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11. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 11
BECAUSE IT’S SAFE
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BECAUSE IT’S HEALTHY FOR YOUR BUSINESS
Companies conduct annual audits, like inventories, budgets,
assessment of their employees, ...
Why don’t they do it with their clients, influencers, partners and
employees to assess how these people talk about the company?
This would help to better understand, identify priorities and plan.
Social media can act as a catalyst or a complement to your other
internal and external efforts.
Social media intelligence can be real-time -- collected every single day
or as often as required based on your business needs and objectives.
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13. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 13
BENEFITS?
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14. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 14
LISTENING TO CAPTURE INTELLIGENCE
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THE 5 I’S OF SOCIAL MARKETING
Influence
Interaction Listening to the social media
conversation is completely
Ideation* risk free.
Insight Intelligence, insight and even
ideation can be easily and
transparently conducted
Intelligence without engagement and
interaction with the customer.
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16. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 16
RESEARCH THE INTELLIGENCE
Conduct a Social Media Audit to understand the social landscape,
the communities, their activities and to identify:
‣ influencers
‣ consumers
Then on a regular basis, monitor the selected profiles to understand
how the conversation is evolving relative to your brand.
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17. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 17
MONITOR REGULARLY
The results of the audit phase could act as a “compass”
that shows the direction(s) on where to initiate a monitoring phase.
Monitoring is an on-going process to monitor brand presence,
influence and impact across the social web and with audiences
that matter most to your business.
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18. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 18
HOW?
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19. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 19
EXPERIENCE & PROPRIETARY METHODOLOGY
LABEL.ch has developed with Brian Solis and FutureWorks
proprietary methods for capturing and interpreting
performance and drawing competitive parallels.
This is where experience and thought leadership
differentiate our team from any other agency.
For this type of mandate, the teams of LABEL.ch in Geneva
and FutureWorks in Palo Alto* work hand in hand.
*Silicon Valley - California
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20. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 20
BASIC GUIDING PRINCIPLE
Our processes and methodologies are designed to track vast amounts
of social data in real-time. We do more than just measure the who,
what, when, where, why and how.
Our social media audits seek to uncover the hidden business
intelligence found in quantitative and qualitative insights
for brands, products and/or subject matters to help you to better
understand your brand’s social relevance, posture and impact.
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21. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 21
UNIQUE CUSTOM FRAMEWORK
We approach every project with a proven seven-step process.
This builds a unique custom framework, carefully modified to match
individual client objectives and goals.
It is through this highly customized approach that we can thoroughly
measure, analyze and study the social sphere of influence.
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22. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 22
A SEVEN STEP FRAMEWORK TO DELIVER MEANINGFUL INTELLIGENCE
Discovery Pre-Audit Review Data Methodology
Data Collection Measurement Analysis
Conclusions
Intelligence
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23. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 23
A SUBTLE MIX
Define best practices and expected success to distinguish
between hype and effectiveness.
Develop quantitative research instruments
for measuring performance.
Apply qualitative research methods to find the why
and how of campaign focus and consumer reactions.
Look at competitors to review creative approaches
in the greater markets and the lessons they offer.
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24. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 24
SOCIAL MEDIA AUDIT
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INTELLIGENCE AND INSIGHTS ARE THE KEY WORDS
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26. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 26
THE FIRST STEP TO BETTER SUCCEED
Conduct a social audit to better understand what is already
said on your brand and the best practices in the field.
Identify opportunities for gaining brand and market intelligence
while managing brand reputations by responding appropriately
to the concerns of your customers.
Create the foundations for a true online and social strategy.
Then, monitor regularly to be always aligned with your customers.
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METRICS TO STUDY
‣ mentions
‣ keywords
‣ feelings
‣ share of voice
‣ share of conversation
‣ reach
‣ engagement
‣ brand velocity
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28. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 28
EDUCATION VIA DEMONSTRATION
If necessary, education for top executives can be managed
during the audit phase.
Being confronted with a known case facilitates the understanding
of the audit results.
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FROM THAT POINT YOU’LL KNOW WHICH ROAD TO TAKE
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30. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 30
SOCIAL MEDIA MONITORING
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31. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 31
MONITORING TO ALWAYS STAY AT THE TOP
Monitor selected profile(s) determined during the analysis
of the Social Media Audit results.
Depending on the kind of profile selected, a different combination
of monitoring platforms will be used:
‣ to monitor brand mentions, evolving trends, and share of voice
‣ to produce regularly high-level reporting, making it possible
to identify key insights and monitor changes over time
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32. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 32
RESEARCH TOOLS
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33. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 33
TOOLS TO ANALYZE AND REPORT ON SOCIAL ACTIVITY
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EXCLUSIVE PARTNERS
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35. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 35
PARTNERSHIP IN SILICON VALLEY WITH BRIAN SOLIS
Digital analyst, sociologist and futurist, Brian Solis has strongly
influenced the convergence of marketing with communications
and publishing.
He is one of the opinion leaders who worked on the basics
of the "Social Media" movement and defined the category.
In addition to his activities at FutureWorks, the company
he created, he has recently joined Charlene Li and Jeremiah
Owyang at Altimeter Group.
briansolis.com - altimetergroup.com - future-works.com
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36. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 36
PARTNERSHIP IN CHINA WITH SINOTECH GROUP & DIGITAL JUNGLE
SinoTech Group is a social intelligence technology and consulting
company, founded in Beijing in early 2007.
Sinotech Group has developed a very sophisticated platform
for listening, measuring and engaging with customers in China,
as well as through the Web in general, in more than 10 languages.
Digital Jungle is a socially led, digital marketing company,
spun-off from SinoTech Group in 2011.
sinotechgroup.com.cn - digitaljungle.com.cn
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37. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 37
TO HELP YOU ACHIEVE
THE BEST ROI*
*RETURN ON INFLUENCE & RETURN ON INVESTMENT
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38. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 38
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39. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 39
WANT TO KNOW MORE
LABEL.ch Social Media & Search Marketing
16-18 Quai du Seujet Arnaud Grobet
1201 Geneva - Switzerland
+41 22 999 67 67 +41 22 737 45 05
seeyou@label.ch agrobet@label.ch
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40. 13 octobre 2011 SOCIAL MEDIA AUDIT & MONITORING 40
THANK YOU
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