The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.
3. Marketing guy
Brand & PR and Website/online Social Media
Positioning Video SEO & PPC & Community
Marketing
Prod Mktg
Exec’s
Social Media
HR
& Sales
Community
Customer
Strategy Prof
Support Services
Managed
Services
6. Connectedness – the new MBA
–Power of profile
– Power of connection
–Power of collaboration
–Power of trust
–Power of friendship
–Power of Influence
14. Marketers have never had it so good
“Never before in the
Marketing Holy grail = field of marketing
understand what your was so much
customers want known about so
many by so few”
21. Innovate with Industry & Competitive Insight
Find what you don’t know
• Identify new markets and trends
• Competitive strengths & weaknesses
• Sentiment around competition
Create products that consumers want
26. Influence Public Relations
Do opinions online matter?
• Monitor volume, sentiment and trending topics
• Customizable dictionary – to pin down real sentiment
27. Show me the money
“We did not put the customer first”
Toyoda, Sunday Times 28th March
34. The communities that advocate your products
• Join communities that advocate your products
• Join that of your competitors
35. Create community
“We monitor in excess of 1,500 discussion
threads a day on very specific topics where we think
we can add value to the conversation. It’s not
possible to participate in all of the threads, but there are
ways to identify which conversations are the most
influential, which ones have the greatest reach,
and those are the one in which we’re most likely to
participate. We've also created a consumer
advocate community as well as a platform that
we’ll be launching in a few weeks to support their
activities.”
Marty Collins, Senior Product Marketing Manager,
Windows Live, Microsoft
40. Show me the money
Fortune 500 consumer
products company
discovered that over 75% of
its marketing spend did not
reach its most influential
social channels
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
45. Show me the money
A Fortune 100 Financial services
company used social sales insight to
determine when they could be helpful
in social channels and conversations
as opposed to interrupting the
conversation. Four months later, the
social channel territory sales
comprised 10% of all sales.
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
55. Write Once Publish many
Tweet key takeaways
Repackage as presentation
Start a discussion
Add voice for video
Chop into episodic blog posts
Deploy as formal release
Repurposing content opens new points of distribution and has a
compounding effect on reach
57. Twitter deployment Schedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series
http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing
http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing
http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways
to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SM
monitoriing guide your optimization – http://bit.ly/seoROI
#AlterianSM2
58. Moving Towards a Holistic Web Presence
1. 2. 3.
MicroBlog/Realtime Blog/Community Website/Surfers
Coffee Shop Library Store
Chat/Gossip/Tips/Links Reading/research/Education/Sharing Learning/watching/buying
63. Listening and engaging
• Listening rota’s by geography,
by product
• Engaging in the conversation
– Responding to blogs
– Responding to tweets
• Participation
– In Linked in groups
– In Tweet ups
– At events
64. Next Steps
Use the tool Drill into the detail
Read the book Read the Report
65. Value and ROI through listening
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty,
awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn