What is Meltwater Buzz?

• Listen

• Analyze

• Engage

Meltwater Future of Content Survey

5%12%

24% 24% 24% 28%

44%

10%

10%

13% 14% 18%18%

18%

16%

36%13%

26%

32%30%

24%

42%

20% 36%

22%

14%16%

8%27%

22%14% 14% 12% 8% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

US Germany UK Singapore Australia Norway Sweden

Visionaires

Followers

Catching up

Reluctants

Averse

More visionary More averse

Companies attitude to social media

• International survey

• 450 companies across the world

• Non-clients, across industries and

sectors

•

The importance of monitoring

buzz around company / brand

Extremely

Important

43%

Quite

Important

41%

Neither

Important /

unimportant

9%

Not particularly

Important

5%

Not particularly

Important

3%

Hmmm…

How do I get started?

- 8 straightforward tips

1: Start listening in

2: Define why

3: Strategy & playbook

4: Choose channels that suit your ”why”

5: Engage

6: ”Respond or not”

7: Measure your Social Media ROI

8: E

valu

ate

Why it matters

…from a client perspective

Clare Carney

Digital Marketing Executive

Trader Media Group

Auto Trader Social Media Objectives

• Establish engaged community of motorists

• Strengthen ‘ownership phase’ of brand offering

• Increase brand affinity and create advocates

• Support wider CRM strategy

• Draw in, own and defuse crisis comms issues

• Drive valuable actions onsite

Auto Trader’s social media strategy:

• Grow & Manage earned social community

• Monitor wider web conversation

• Measure key valuable metrics & benchmark

• Report actionable insights back to stakeholders.

• Integrate earned/owned media where appropriate

How does Auto Trader use MBuzz?

LISTEN:

• Positive & negative feedback

• Crisis comms alert network

ANALYSE & REPORT:

• Key valuable metrics

• Competitor analysis

• Actionable insights

ACTION:

• Research

• Engage

• Product development

• Extending social media beyond marketing department

• Fully integrating monitoring with engagement

• Understanding the true influence of buzz

What’s next?