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A brief presentation about social media monitoring, talking about free and paid/comprehensive monitoring tools, way to evaluate and set ROI for monitoring, and how monitoring can be effective for marketing communications.
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MaximizingSocial Media Monitoring
How to effectively usesocial media monitoring
in marketing communications
Maximizing Social Media MonitoringFoundationWhat if you don’tMonitoringEvaluationSocial Media Marketing
FoundationDo you have comment cards available for
customers & prospects?Do you have a customer service department or
person?Do you have your company name in Google
News Alerts or have a paid clipping service for news releases and such?
Have you ever conducted a focus group or other similar market research?
FoundationSocial media monitoring is part of the foundation for any effective marketing communications – offline and online
Image credit:Niclindh via Flickr
What if you don’t?
New York Times, 04/16/2009
MonitoringCountless free options – fewer paid options
MonitoringNo matter which you choose, there’s a price….
Free
Price is your time.
What’s that worth?
Paid / Comprehensive
$$ -- but saves you gathering
& analysis time.
Image credit: Maykamei via Flickr
Monitoring – Free
`
Monitoring – Comprehensive
All results – one place for easier analysis
EvaluationMany ways – best way is to base on objectivesKey branding points mentioned?Overall positive or negative references?“Media” response to proactive efforts?Website traffic increasing or other action (requires
site traffic monitoring)?Measure success of PR & social media marketing
efforts (coverage from active & passive means)
EvaluationKey branding points mentioned?
EvaluationOverall positive or negative references?
Evaluation“Media” response to proactive efforts?
EvaluationOther ways to measure social media
•Content Emotions
•How others categorize you
•Geography
Social Media MarketingProactive ways to use social media monitoring1. Pave way for future social media outreach: See
what’s already being said on subject, who’s saying it
2. Customer service: Responding to questions, needs
3. Reduce market research costs: Seek feedback
4. Prospecting: Engage those who “talk” about your issues surrounding your products, industries, etc.
5. Competitor tracking/monitoring & responding
6. & many others…..
Social Media Marketing-ExampleUse of free & comprehensive tools to help pave way for effective outreach
Thank you!Presentation available at:
slideshare.net/MikeDriehorst/presentations
Email:[email protected] [email protected]
Twitter: @MikeDriehorst
Blog: http://www.MikesPoints.com
