1. “Social Media Monitoring:
A Weapon of Mass Discovery”
Tuesday 12th March, 2013 – 15:10
Natalee-Jewel Kirby
Social Media Strategist - Adcorp
@NataleeJewel
#ATSM
2. “Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”
Sun Tzu
• To assume is to fail - know thy enemy
• Conversations that count rather
than counting conversations
• Optimal allocation of resources
#ATSM @NataleeJewel
3. “By failing to prepare, you are preparing to fail.”
Benjamin Franklin
• The democratization of the internet
• “Sometimes you have to pick the gun
up to put the gun down.” - Malcolm X
• Evangelism: turn ranters into ravers
#ATSM @NataleeJewel
4. “The only certainty in this life is change…
But that change can be directed toward a constructive end.”
Henry A. Wallace
• ROI - Measures of Performance vs.
Measures of Effect
• Sentiment
• Online/Social behaviour
• Advocates and Influencers
• Benchmark over time
#ATSM @NataleeJewel
5. Social Media Monitoring:
A Weapon of Mass Discovery
THANK YOU
Join the conversation
@NataleeJewel
@AdcorpAUS
#ATSM
6. Social Media Monitoring:
the client perspective
Tuesday 12th March, 2013 – 15:10
David Phillips
Digital Marketing Manager – UTS
@cafedave
@UTSEngage
#ATSM
12. How can you take social media monitoring
to the next level?
•Big Data
•Real-time monitoring and engagement
•Leveraging Influencers
#ATSM
13. Big Data
Before: 76%
increase in calls
After: 8% increase
in calls
#ATSM
14. Real-time monitoring and engagement
Instagram followers
increased 2,200 to
87,000 in one day
10,000 RT’s in one
hour
#ATSM
15. Leveraging off
Influencers
60% influencers got
given the device
52 million media
impressions
Achieved 3x the budget
of media spend
144% of sales budget
#ATSM
Notes de l'éditeur
I was enjoying my second day of annual leave, with my family, about to buy a coffee when I received an SMS from my little brother.
In the olden days, all you might have had to worry about was some kind of graffiti, days after the event.
But within hours of the crane fire, there were user-generated videos, and other content like this meme spread online. This was all happening while UTS was busy following safety procedures. Once we knew the outcome, we were able to use our official facebook page to spread the message you can see above. It received 157 likes, 16 comments and 7 shares (from a fan-base of about 13,000).
By using BuzzNumbers, I was able to set up an automated report on any mentions of “crane“ and send it to the relevant people. This also let me ensure that the mentions of crane were following the predicted decay curve, and that there were no additional spikes of mentions afterward. Holiday saved!
Overlaying data sets to strengthen the bigger picture insights and engage in areas of the business outside of marketing who may not of been engaged – call centre data overlayed with social to work out if the percentages of calls to the call centre decreased with the use of social media comms (ENERGEX – normally in a black out the call centre volumes increased by 76% - since social media messaging that now rises 8%) / overlaying trad media coverage and social to make sure you have the bigger picture
34% of people are online whilst watching TV / there is merit in being proactive but sometimes reactive media can get the results brands are looking for. Oreo – 2,200 to 87,000 Period brand - http://www.adweek.com/adfreak/maxipad-brand-goes-blood-brilliant-reply-facebook-rant-144500 Sporting brand with content
Sanofi monitoring category of diabetes – found key influencers in the Australian market – 60% of those identified got the device – traditional media picked up the messages and experiences of bloggers = 52 million media impressions achieving 3x over their budget if they had paid for the media, most importantly they achieved 144% over sales budget.
