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Presentation on listening tools for the social web at the 2011 CASE Social Media and Community conference in SF.
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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" <[email protected]> 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" <[email protected]> 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" <[email protected]> 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
