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Andrew BatesSocial Media and Digital [email protected] @AndrewBates on Twitter AndrewGBates on LinkedIn
Social Media & Online Monitoring
A Little About Me…
www.AndrewBates.net | [email protected] | @AndrewBates
Over 15 years of internet technology and online marketing experience I create and evolve B2B, B2C and non-profit social media and digital marketing
services as well as delivery processes that drive measurable reoccurring revenue.
Experience uncovering online business intelligence needed to make all marketing decisions My strategies provide quantitative and qualitative analysis of a brand, its
competitors, its industry as well as its audiences.
A strong background in Search Engine Optimization and Digital Media Advertising. This allows me to craft integrated digital marketing strategies that influence all
online and offline business development activities.
Internet Marketing Strategy SEO, PPC and Media Advertising Social Media Marketing Online Monitoring and Analysis
Marketing Strategy and Execution Internet Technology and Analytics Emerging and New Media Thought Leadership and Public Speaking
Understanding the Value of Online Monitoring
www.AndrewBates.net | [email protected] | @AndrewBates
Social Media and Online Monitoring:
Offers industry insights no other market research program can
Provides cost effective and accurate analysis of your brand’s core interests
Allows your business to qualitatively and quantitatively measure its: Brand, Products and Services Industry and Competition Market Influencers and Activities Audiences Interests, Pain Points and Buying Signs
Delivers and defines your organization’s: Digital Marketing Strategies Branding and PR Lead Generation, Nurturing and Sales Online Advertising and Search Engine Marketing Content, Newsletters, Tradeshows, Webinars and Websites
www.AndrewBates.net | [email protected] | @AndrewBates
Monitoring Online Conversations Answers Key Questions
Who is talking about our brand?
What is being said online about our brand & products? Is it positive or negative?
Where is this conversation occurring?
Who are the influencers authorities in our industry?
What are our competitors doing?
Are we missing important information about our brand, industry, audience or any other valuable insight? What do we not know?
What strategies can we incorporate into our marketing and business development efforts that will drive thought leadership, brand awareness and ROI?
© 2010 Altimeter Group
SALESMARKETINGSERVICE
&SUPPORT
INNOVATION
Learn Who Your Influencers Are &
Engage With Them
Find New Brand & Media Marketing
Opportunities
Respond QuicklyTo Product Or
Service Inquires
Improve Social Media Marketing
Measurement
Find New Online Sales Opportunities
Respond Quickly To Sales Prospects
Proactively Engage In Online Lead Generation
Understand How Your Support Teams Can
Improve
Respond Immediately To Complaints Before
They Escalate
Provide A Seamless Customer Experience
Create VIP Experiences For
Influencers
Uncover Competitive Market & Industry
Insights
Learn From Product & Service
Discussions
Crowdsource Research &
Development
www.AndrewBates.net | [email protected] | @AndrewBates
The Many Business Cases for Online Monitoring
Average Customers
Biggest Customers
Industry Influencers
www.AndrewBates.net | [email protected] | @AndrewBates
The Power of Influence
Word of Mouth Marketing has moved online
www.AndrewBates.net | [email protected] | @AndrewBates
The Resources and Requirements
People
Someone to lead Social Media and
Online Marketing
Team of experts to explore and analyze data
Skills
Experience with the Tools
Marketing and Business Analysis
Powerful Paid Tools
Radian6
Sysomos
Free but Limited Tools
Google Alerts
Twitter Search
Manual Searches
Time
No tool replaced human time to
understand data
An effective online monitoring strategy requires clear goals, experienced marketers, a combination of software tools, manual research and analysis.
www.AndrewBates.net | [email protected] | @AndrewBates
The Research Process
Monitor for topics of interest – not keywords. The human element allows experienced marketers to interpret data and focus on the key insights.
Define 3-5 concepts that are most important to your business Include all potential stake holders on this process including marketing,
sales, IT, and any senior decision makers.
Break these topics into keyword groups and core questions to answer Seek help from your SEO team to ensure you target the right
keywords. The analysts will look to answer these questions.
Utilize software and manual search to aggregate and segment data This may include volume, media types, sentiment, demographics and
topic insights.
Ignore the “nice to know” information and the white noise The analysts ensure they report on only to most important insights.
www.AndrewBates.net | [email protected] | @AndrewBates
The Key Performance Indicators
Website and Conversion Metrics For credibility and content relevance: Measure likes, Google+1, and comments For social sharing: Measure retweets, Facebook, LinkedIn, YouTube other social
syndication For conversion: Utilize user logins, subscriptions, RSS, newsletter, email and
event registration
Social Profile and Activity Metrics Measure Follows, Fans, Likes, Comments, sharing and retweets Search rankings for social profiles and content
SEO, Search Marketing and Qualified Traffic More traffic to the website from social networks Increased time on site and page views Improved search engine rankings for the web site and social profiles
Brand Identity and Industry Share of Voice Increased brand mentions More conversation around your brand vs. competitors Improved brand sentiment and awareness
www.AndrewBates.net | [email protected] | @AndrewBates
The Monitoring Study - Sample Format
Group your research findings and insights into logical segments. Many who view your report will not have the context. Keep it brief and make it easy for senior leadership to quickly find the most valuable content.
Goals & Objectives
Top 5 Insights
Brand Review
Competitive Analysis
Top 5 Strategy
Recommendations
90 Execution Plan
Topic 1 Example – Audience
Topic 1 Example – Industry
Topic 1 Example – Influencers
Goals & Insights
Brand & Competitors
Topics of Interest
Strategy & Next Steps
www.AndrewBates.net | [email protected] | @AndrewBates
The Monitoring Study – Sample Content
Online Activity &Share of Voice
Brand Sentiment
Images © Penton Media
www.AndrewBates.net | [email protected] | @AndrewBates
The Monitoring Study – Sample Content
Industry Influencers
Advertise & Engage
Images © Penton Media
www.AndrewBates.net | [email protected] | @AndrewBates
The Monitoring Study – Sample Content
Data Visualization
Conversations & Posts
Images © Penton Media
www.AndrewBates.net | [email protected] | @AndrewBates
Case Study - Chevron
The Challenge Chevron was planning to launch a new website and marketing campaign
for Techron The marketing group had not completed detailed industry research in 5
years and they were looking to determine if their core customers had changed
Chevron was also launching new marketing in Brazil and China
The Solution Online monitoring provided detailed analysis of its brands, competition,
audiences and industries. Analysis included posts in English, Chinese and Portuguese with focus on activity in China and Brazil
The Results The Techron team learned the demographics and interests of its buyers has
changed. They have used this analysis to evolve search engine marketing and digital strategies
Chevron utilized the audience topics of interests as keywords for SEO, PPC and media advertising showing a measurable return
www.AndrewBates.net | [email protected] | @AndrewBates
Case Study – American Cancer Society
The Challenge The American Cancer Society provides support for over 100 different
types of cancer More than one million people in the United States get cancer each year With limited resources, it was critical for ACS to understand needs of
those touched by cancer
The Solution Our monitoring program showed that ACS’ audience was most
interested in research and events We found the audiences and their concerns for individual forms of
cancer
The Results ACS targeted custom fundraising campaigns for each audience The findings around Breast Cancer Awareness Month issues and
interests allowed ACS to execute its most successful social media program to date
Insights gleamed were used in conjunction with its partner, the NFL, for the October 2012 NFL Pink campaign
www.AndrewBates.net | [email protected] | @AndrewBates
Case Study - DuPont
The Challenge DuPont is comprised of 90+ business units each with very strong
competition All in different stages of constant product development & marketing Require information from online conversations focused on
continually evolving topics
The Solution We created customized monitoring studies for each business unit or
product Topics included industry terms, branded products and pre-product
development topics
The Results Studies provided data and analysis to support marketing initiatives
and industry research Insights from reports are shared with relevant manufacturers and
partners Digital marketing groups use these recommendations to influence
SEO, content and brand marketing
www.AndrewBates.net | [email protected] | @AndrewBates
Case Study – Rosetta Stone
The Challenge Rosetta Stone’s Business, Public Sector and Education groups were
planning to create entirely new international marketing programs These initiatives would include evolving messaging, websites, sales and
product innovation
The Solution Online monitoring showed that language learning in each of the three
industries had changed drastically Competition had increased significantly and brand perception had
changed The findings also showed that the end users were looking for more
resources online
The Results Rosetta Stone created new marketing programs based on each industry
focused on different interests It created and offered more educational content as well as resources to
encourage end users to become brand advocates Rosetta Stone increased web-traffic and conversion while growing a
larger and more active audience
18
Contact me with your thoughts…
Andrew BatesDirector of Social Media and Digital [email protected] @AndrewBates on Twitter AndrewGBates on LinkedIn
Social Media & Online Monitoring