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This free virtual roundtable discussion happened on Thursday, June 17th at 11:30 am - 12:30 pm. This 3rd3rsday was all about Brand Monitoring: Foundations of a Solid Social Media Strategy. Powerful business insights are readily available to companies within the real-time chatter on social networks (Twitter, Facebook, Blogs, Forums, etc). Social media monitoring, or listening, is a critical step toward building more targeted and engaging dialogue with key targets and influencers. There is a daunting array of tools and services that promise to help you tune in, but a shortage of good, solid advice on which ones are best and more importantly, what to do with all the information you are getting. We will attempted to create a clear view of effective social media monitoring tools and illustrate the process of extracting concise and actionable intelligence to further your business goals. Guest Expert: Tony Felice, Sr. Strategist, Red Door Interactive Social media best practices/overview of key concepts Introduction to free tools and enterprise software. Choosing a listening platform. Data collection/insights
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04/08/2023 ©2009 Red Door Interactive 1
Dial in: 303.248.0285 or 866.740.1260Access Code: 6254030
Interactive Series Sponsored By
The New Denver Ad Club
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Networking Professional development Public service Broad group of folks Stay ahead of a fast moving industry Promote Local Industry
The New Denver Ad Club
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Thursday, June 24th - 5:45 pm – 8:00 pmat the Curtis Hotel in Downtown Denver
Social Media Expert Sienna Farris from StrawberryFrog/NYC onHarnessing the Power of Cultural Movements to Increase Your Brand's Social Currency
Sienna Farris, Director of Social Media of StrawberryFrog will discuss the philosophy of cultural movements and best practices for increasing social currency in application.
UPCOMING EVENTS:
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Dial in: 303.248.0285 or 866.740.1260Access Code: 6254030
The Rules are simple:
PLEASE MUTE YOUR PHONES To make this event more interactive, we want you to click the “RAISE HAND” button to ask questions, offer answers and share your experiences and knowledge. When the moderator calls your name, UNMUTE and respond... then REMUTE your phone when you are done speaking. You can also type questions and comments into the ReadyTalk chat box. Thank you!
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Upcoming 3rd3rsday Virtual Interactive Roundtables:Note: Registration available the first week of the month for each event.
July 15th:The Magic Behind The Map – Targeting the right audience for your message.Achieving location intelligence, the toolsets and capabilities required to get there and the ways that marketing and other departments can benefit as a result.Guest Experts: Brennon Martin, Sr. Account Manager, Enterprise Solutions, Korem Corporationand Olivia Duane-Adams, VP of Marketing, Alteryx, LLC
August 19th: Reaching multicultural audiences online and open new markets.How advertisers and marketers can open new channels without scaling budgets to reach a larger online audience. Digital marketing experts will present how to overcome the current challenges faced by today's agencies and how to how to conquer the Latino market.Guest Experts: Chris O’Hara, Senior VP and Kent Kirshner, Exec. Managing Director, TRAFFIQ
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Registration links will be posted on our event blog:
3rd3rsday.com
Send ideas for future 3rd3rsday event topics, questions prior to each event, suggestions for experts
(even yourselves or someone from your company) to:
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Dial in: 303.248.0285 or 866.740.1260Access Code: 6254030
Your Moderator and Host:Steve MillerNew Denver Ad Club DirectorCEO, NetNewsdesk.com
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Today’s Topic:
Brand Monitoring: Foundations of a Solid Social Media Strategy
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Dial in: 303.248.0285 or 866.740.1260Access Code: 6254030
Guest Expert:Tony Felice, Sr. StrategistRed Door Interactive
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Agenda Social Media Impact The Importance of Listening Defining a Strategy Defining Metrics Defining the Execution Basics of Monitoring Choosing the Right Tools Data Collection Becoming Actionable Summary
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Social Media Impact
60/hrThe rate articles have been added to wikipedia since the beginning of 2008Source: Wikipedia http://en.wikipedia.org/wiki/Wikipedia:Modelling_Wikipedia%27s_growth2
Inactives
Spectators
Collectors
Joiners
Critics
Creators
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18%
73%
21%
51%
37%
24%
25%
69%
19%
35%
37%
21%
Social Technographic Profiles, 2008-20091
Base: US Online AdultsSource: Forrester Research
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The Importance of Listening
Text ads on phonesOnline banner adsOnline video ads
Search engine results adsAds before moviesEmail signed up for
Billboards / Outdoor advertisingRadio
MagazinesNewspaper
TVBrand sponsorships
Editorial content (e.g. newspaper article)Brand websites
Consumer opinions posted onlineRecommendations from people known
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly” - Jonathan Carson
President of Online, International, The Nielsen Company3
“
Source: The Nielsen Company*Respondents reported some degree of trust in the respective advertising mediume.g. 90% of respondents trusted "completely" or "somewhat" recommendations from people they know3
Consumer Trust in Advertising*
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Defining a Strategy What business goals will be met through social media monitoring? What level of engagement are you willing to pursue?
Can it be sustained?
7 Levels of Listening
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Defining Metrics Dialog Key Performance Indicators (KPIs)
Share of Voice Audience Engagement Conversation Reach Sentiment Ratio
Advocacy KPIs Advocate Impact / Share / Reach / Vibrancy
Support KPIs Resolution Rate / Time Satisfaction Score
Innovation KPIs Topic Trends / Sentiment Idea Impact
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Defining the Execution Implement policies defining when and how to act on information How will you deploy your resources?
Centralized Organic Coordinated
One department in controlConsistentMay not be as authentic
Organic growthAuthenticExperimentalUncoordinatedDifficult to control
Central rules, best practices, procedures
Business units take ownership of their message
Spreads widely around the organization
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Basics of Monitoring Who can we monitor?
Anyone publicly talking about our brand or our competitors What can we find?
Think of “clip reports” in traditional media Anything publicly available: Words / Videos / Photos
When is the data available? Depending on the tool used, anywhere from real time to daily
Why? Start with your goals. Identify dialogs, and communities where your segment is active Competitive research Identify evangelists and advocates Customer service Product acceptance
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Basics of Monitoring This is still an emergent field Limited to publicly available content Typically focused on user-generated content Cost-relative value
Free tools are primarily search engines Many web analytics packages either provide
some level of social media insight, or can be configured to provide a basic level
Tealium SM can integrate with your analytics package and show top-of-funnel activity, or ‘view-through’
Paid monitoring tools typically use more sophisticated algorithms and produce more detailed reports
2 Billionpieces of content shared weekly on FacebookSource: Facebook http://www.facebook.com/press/info.php4
34%of bloggers post opinions about products & brandsSource: Universal McCann www.universalmccann.com/Assets/wave_3_20080403093750.pdf 5
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Choosing the Right Tools
Considernot just the cost of the tool over time, but the cost of staffing. The wrong tool might easily have a higher cost of ownership over time.
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Data Collection Be prepared for what you might find Start with your goals Determine your keywords
Google AdWords Keyword Tool Keyword Discovery
Determine storage methodology Will the analyst need external access to the
data? What volume of conversation to you expect to
find, and will that be manageable in a spreadsheet?
Should you consider a dedicated relational database?
184 millionhave started a blog and there are 346 million blog readers worldwide, with 60.3 million readers in the US alone. Source: Technorati http://technorati.com/blogging/state-of-the-blogosphere/ 6
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Becoming Actionable Understand the limitations of sentiment Depending on your goals you may:
Identify communities, discussions and influencers
Monitor challenges to your brand Find relevant industry information Track virality
Inform your overall Social Media strategy Who are the influencers? What are these people saying? When are these influencers active? Where are the conversations happening? Why are people talking (or staying quiet)?
Do you have a response plan and a companywide social media policy?
65 millionactive users currently accessing Facebook through their mobile devices … 50% more active than non-mobile users. Source: Facebook http://www.facebook.com/press/info.php4
20%Twitter traffic comes thru the siteSource: Guardian http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-average-api-traffic8
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Summary
25%of search results for the world’s top 20 largest brands are links to user-generated contentSource: SES Magazine, “Turning Blogs and user-Generated Content Into Search Engine Results”, Chris Aarons, Andru Edwards and Xavier Lanier page 24 (labeled as 26 below) http://www.searchenginestrategies.com/_pdfs/magazines/2009/sesmagazine-may2009.html7
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TOOLSProvider Product URLAdddictomatic Addictomatic http://addictomatic.comBiz360 Biz360 http://ci.biz360.com/BuzzLogic BuzzLogic http://www.buzzlogic.com/Nielsen BuzzMetrics http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetricsWorld Bank BuzzMonitor http://buzzm.worldbank.org/Cision Cision http://us.cision.com/TNS Cymfony Cymfony http://www.cymfony.com/dna13 dna13 http://www.dna13.com/Dow Jones Dow Jones Insight http://solutions.dowjones.com/product-djinsight.aspFiltrbox Filtrbox http://www.filtrbox.com/Google Google AdWords KW Tool https://adwords.google.com/select/KeywordToolExternalTrellian Keyword Discovery http://www.keyworddiscovery.comRadian6 Radian6 http://www.radian6.com/cms/homeScoutLabs ScoutLabs http://www.scoutlabs.com/SocialMention SocialMention http://www.socialmention.comTealium Tealium SM http://www.tealium.com/products/social-media/Technorati Technorati http://www.technorati.comAlterian Techrigy SM2 http://sm2.techrigy.comTrackUr TrackUr http://www.trackur.com/Flaptor Trendistic (formerly twist) http://trendistic.com/Visible Technologies truCast http://www.visibletechnologies.comTubeMogul TubeMogul http://www.tubemogul.com/Twazzup Twazzup http://twazzup.com
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CITATIONS AND RESOURCESFn Source Title1 Forrester What's The Social Technographics Profile Of Your Customers?2 Wikipedia Wikipedia: Modelling Wikipedia's growth3 Nielsen Consumers Trust Real Friends and Virtual Strangers the Most4 Facebook Press Room: Statistics5 Universal McCann Wave 36 Technorati State of the Blogosphere7 SES Magazine Turning Blogs and user-Generated Content Into Search Engine Results8 Guardian Average Twitter user has 126 followers, and only 20% of users go via website9 BusinessOn-Line View-Through: Gaining Insight into Data Forrester The Forrester Wave™: Listening Platforms, Q1 2009 Nielsen Global Faces and Networked Places razorfish Fluent: The Razorfish Social Influence Marketing Report Universal McCann When Did We Start Trusting Strangers?
Red Door Interactive Offices and Denver and San Diego Internet Presence Management agency Over 50 full-time employees Diverse client base across many verticals
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Questions:What is the key measurement to take from social media efforts?
How can you actually measure that and prove an accurate ROI?
How seriously should one or one’s clients take the “emotional” reads and reactions in social media? For example, we all know NOT to take a single focus group or a customer comment as gospel – are social metrics similar?
What are the best actions to take to improve social media reads, reactions and presence? How aggressive can one get? Time permitting, additional questions will be fielded from the attendees.
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Links to remember:
NewDenverAdClub.com
Thank You For Being A Part Of This 3rd3rsday!We hope to see you here next month.
