Applying social media monitoring in business
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Prepared for the the Get Influence Social media Manager Training sessions, this is a short entry level guide to using social media monitoring in business. For explanations of the slides or the examples please contact Smoking Gun PR.
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Applying social media monitoring in business
- 1. “Applying social media monitoring in business” @smokinggunpr 23 March 2011 dilbert.com
- 2. Topic guide What is monitoring? How to monitor What to listen for Business examples
- 3. What is monitoring? Ability to listen to conversations / track buzz - specific words/businesses/products/ people Measure sentiment / engagement around content Assist in measurement & evaluation
- 5. Who will own social media monitoring? Sales Customer service Marketing PR/comms team
- 6. Free tools Google Alerts G-lerts Howsociable Socialmention Addict-o-matic Boardreader Boardtracker
- 7. Fresh Networks tested 9 of the best paid monitoring tools... www.freshnetworks.com/blog/2010/06/social-media-monitoring-review-download-the-final-report/
- 8. What’s right for you? Depends on your resource - fiscal and human Channels you want to drill into How much data can you handle?? Ease of use/reporting
- 10. Panda Liquorice help ‘launch’ Cherry flavour - 2 audiences drive product trial raise awareness of product health benefits continue the ‘Love Licorice Day’ that Panda owns build a presence on social media
- 11. Next steps - social media specific platform ID - audience characteristics v objectives listening to target groups - insights, topics, themes finding key influencers creating relevant content - spikes of activity at the right times
- 12. Campaign overview social media monitoring www.landoflicorice.co.uk Panel of experts - advice + media opps +comps + links to their sites www.10minutetips.co.uk
- 13. What did we do? blogger outreach - mummy, foodie goodie bags for Good Housekeeping events rewarded brand advocacy - freebies Calendar hooks - easter, veggie week, Love Licorice Day, Britain’s Created content: Next Top Model Red Panda adoptions / Chester Competitions: Zoo iPod comp - picture led Video - vox pops / playing National media holiday Twitter ‘I love licorice’ call to highly targeted sampling/ action - 150 samples placement built database - newsletter & surveys Rosemary Conley trip Dos Hermanos News stories Britain’s next top model food swaps - Hendersons
- 15. Other business uses Bio-strath = crowd sourcing product trialists Games developer = crisis management @lloydsTSBOnline = reputation management @btcare = customer service @brother_uk = sales
- 16. Summary Accept that you’ve lost the ability to control every company message so monitoring is essential One size does not not fit all Share the load Don’t be afraid to experiment
- 17. Contact: Rick Guttridge 0161 839 1986 Smoking Gun PR Blog hello@smokinggunpr.co.uk Facebook.com/smokinggunpr twitter.com/smokinggunpr LinkedIn
Hinweis der Redaktion
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- (micro) Blogs, wikis, forums, social networking sites, UGC, video/photo sharing sites\n
- Ultimately company decision\nSome CEO’s monitor!\n
- Don’t forget the human resource cost!\n
- Tested 9 of the leading social media monitoring tools for their ability to find influencers for the topic of baby food.\n \n \n \n Search ran for 1 month across all tools\n
- plethora of information = overload\n
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- Who likes licorice?\n Who’s heard of Panda Licorice?\n Who’s never tried it?\n
- - board tracker\nsocial technographics\n- cision\n- technorati\n- twitter\n\n
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