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Identify the Strategic Impact of Conversations About Your Brand
1. Identify the Strategic Impact of
Conversations About Your brand
Through Social Media Insights
Presented by Warren Sukernek, Senior
Director of Social Media Services, Alterian
2. Value in Social Media Monitoring
is More Than Just a Pretty Graph
Social Media Monitoring
should drive insights
that then lead to
actionable results
Business value is far
more than simple data
points or a pretty graph
3. Getting Beyond the Obvious
We start with asking the business problem then
answer and deliver recommendations through
actionable insights
Who is talking about What are the main
you?... topics?...
And so what? And so what?
What do they like and
Who are the
dislike about your
influencers?...
brand/product?...
And so what?
And so what?
4. Getting to ‘So What?’ Answers Requires:
Human research & insights
Best practices in social media research
Expertise with SM2
Integration with other analytics tools
Overall understanding of marketing strategy
5. Getting to Insights
The insight is only as
good as the thinking
not the tool – too
often tools lead the
Solving a business Get out of the stove
Actionable Insights “So What” framework rather
problem pipe
than the framework
leading the tool
development &
selection
INSIGHT
It’s not about the tool, but what is done with it to solve business problems.
6. A few samples of Actionable insights
Breaking Point Systems
7. BP Conversations by Day
All Results Daily Volume
Date range: 08/01/09 – 11/01/09
Total Results: 492
Social
Video Breakingpoint’s letter to Twitter: ‘Let us help
Marketin you’
Impactful sites:
g: Pam o www.networkworld.com
O’Neal o www.marketwire.com
“HR by Cisco becomes the
weakest link in o money.cnn.com
Twitter” National
Infrastructure Most mention in: CA
Security
8. BP Products’ Sentiment Summary
Category Posts Positive Negative Neutral
BP Elite 35 54% 0% 46%
Firewall Testing 16 50% 0% 50%
Custom Strike Toolkit 16 50% 0% 50%
Cyber Security 24 4% 0% 96%
Cyber Simulation 6 17% 0% 83%
IPS Testing 5 20% 0% 80%
Network Device Testing 6 17% 0% 83%
Network Equipment Testing 12 50% 0% 50%
Server Load Testing 11 64% 0% 36%
Testing Capabilities 10 100% 0% 0%
The most talked about products/features do not have the most positive results.
Testing capabilities/Server Load Testing have favorable net sentiment but volume
is lower.
9. Competitors Comparison: Share of Voice
BreakingPoint Ixia Spirent
POSTS % POSTS % POSTS %
Microblog 298 61% 85 26% 55 24%
Blog 45 15% 55 17% 30 13%
Message Board/Forum 6 1% 10 3% 13 6%
Mainstream Media 104 21% 165 51% 101 44%
Video/Photo 4 1% 10 3% 28 12%
Social Network/Wiki 4 1% 0 0% 2 1%
BP is a step ahead of other competitors in using Twitter for marketing
Need to engage more in forums/Youtube to increase brand awareness and
increase sentiment values
10. Key Takeaways:
• Content Management: Customers are more interested in the features of
product, rather than price or services Content should focus more on
product’s features to capture customer’s interest
•Content syndication – seed content where audience exists: Delicious,
LinkedIn, Ning communities.
•BP has done a great job of engaging on Twitter. Extending those
conversations to forums, blogs and videos can have a significant effect.
• Engaging/creating more conversations on popular forums to increase
product’s awareness and get more customer’s sentiment about a particular
product
•“BP Elite” seems to be a product that is strongly gaining momentum with
users while some products like Layer 2-7 Testing Tool or Cyber Warfare are
not getting enough attention promote these products on social media
channels
11. Out-of-the-Box Perspective
Relevant, useful Social
Media solutions require out-
of-the-box perspectives.
They need human listening &
insights across different data
sets.
In social media, we need to get out of the social
media stove pipe and look at overall marketing
strategy using applied social intelligence.
12. Answering Business Questions -
Listening with a Purpose
More than just Importance of
brand tone &
mentions sentiment
Measurement Actionable
of activity results
13. The Alterian Difference in Social Media Monitoring
Get your Get relevant
Leverage Listen
social media business
social media
listening & insights that Learn
through
engagement lead to Engage…
SM2, either
initiative up actionable
self or full
and running results - SUCCEED
service
quickly NOW
