Brand monitoring and social media engagement final

Are You Listening? Brand Monitoring and Social Media Engagement

Andrew GossenSenior Director for Social Media Strategy

Cornell University Alumni Affairs & Development

October 28

October 28

• On Oct 28, 2010, at 12:28 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote:There’s no discussion right now on Impact Alumni. I’ve got a draft ready to go, but if no-one is engaging with the topic, my instinct would be to just let it wither away instead of drawing attention to it with a response. How about I keep monitoring and when and if the time is right I jump in?

October 28

• On Oct 28, 2010, at 12:53 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: BTW, my new social media monitoring tool is letting me see that this doesn’t seem to be picking up much traction on the social web. It’s mainly on blogs right now, not FB or Twitter. The NYT blog is the most prominent. Some blogs are defending us, most notably MetaEzra. None of the blogs are getting much action in the way of comments. This isn’t to say that it couldn’t still blow up, but it’s less likely with each passing hour unless someone like The Huffington Post picks up on it. Andrew

October 28

• On Oct 28, 2010, at 4:12 PM, "Andrew A. Gossen" <andrew.gossen@cornell.edu> wrote: HuffPo did pick it up, but it looks like it’s being drowned out by news of the sustainability gift.

October 29

October 29

October 29

October 30

October 31

November 1

November 2

November 3

• In 2010, the average annual social business budget at enterprise-class corporations was a mere $833,000. (http://www.web-strategist.com/blog/2011/02/10/spend-wisely-finally-an-investment-roadmap-for-social-business-buyers-altimeter-report/)

http://blog.socialcast.com/e2sday-the-hectic-schedule-of-a-social-media-manager/

“Setting up a Google Alert does not mean you have a monitoring program.”

- J.D. Lasica (@jdlasica)

Listening Only – real time search platforms

socialmention - blogs

socialmention - microblogs

socialmention - microblogs

socialmention - export

socialmention – e-mail alert

Archiving

• Capturing history of activity around particular user, hashtag, or keyword

• Important for analytics

TwapperKeeper

TwapperKeeper

TwapperKeeper

The Archivist (archivist.visitmix.com/)

The Archivist

The Archivist

The Archivist

The Archivist

Dashboards – Listening and Response

• Aggregate institutional and non-institutional streams

• Respond from within dashboard environment from multiple accounts

• Delegation• Analytics

Free monitoring dashboard

HootSuite

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz- Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Analysis

Meltwater Buzz - Reports

Meltwater Buzz - Reports

Differences from private sector

• Customer service – staffed appropriately?• Monitoring competition• Comparing brands with competing brands• Sales leads• Customer acquisition• Size of dedicated SM team• Lower volume? (traffic and brands)

Advancement uses

• “Ambient awareness”• Monitoring buzz• Content discovery• Discovering influencers/building lists• Crisis monitoring and response

Advancement uses

• “Ambient awareness”• Monitoring buzz• Content discovery• Discovering influencers/building lists• Crisis monitoring and response

Advancement uses

• “Ambient awareness”• Monitoring buzz• Content discovery• Discovering influencers/building lists• Crisis monitoring and response

Amanda Ann Klein '99, Asst. Prof. of Film Studies at East Carolina University

Advancement uses

• “Ambient awareness”• Monitoring buzz• Content discovery• Discovering influencers/building lists• Crisis monitoring and response

Advancement uses

• “Ambient awareness”• Monitoring buzz• Content discovery• Discovering influencers/building lists• Crisis monitoring and response

Limiting factors

• Staff time• Expertise• Budget• Need

Road Map

• Revisit this presentation• Read Socialbrite series• Determine your budget and staffing capacities• Identify various tools that fit within these

parameters• Try them out• Settle on a tool/suite of tools that works for

you.

Resources

• Non-profit primer: http://www.socialbrite.org/sharing-center/monitoring/

• Comparison of paid platforms: http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/

• Private sector: http://www.slideshare.net/jeremiah_owyang/how-corporations-should-prioritize-social-business-budgets