"Evaluate and inform your marketing based on real social insight" Including case study from Deutsche Bahn (German Railways) Florian Haarhaus was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars

1. Social Media MonitoringKey Lessons Learned Munich April 2011 Florian Haarhaus Regional Director DACH www.alterian.de

2. Agenda Quick Intro, what do we do? Deutsche Bahn Case Lessons learned Project shape Content Q&A Total: Approx 30 Minutes

4. 30 Languages

6. Demographics (general)

7. Opinion leaders (specific)

8. Where are they talking about us (channel & media analysis

9. What are they saying: Key themes & sentiment

10. Why are they saying this: Themes and triggers

11. When are they saying this: time series analysis, event mappingDaily Volume Share of Voice Influencers and top authors Influencer Reach Demographics Key Themes Sentiment Analysis

12. Question: What type of business is yours? B2C B2B Agency Consultancy Freelancer Other

13. Experience based on: Approximately 30+ social media monitoring and insight projects Mostly B2C National and International

16. Who is talking

18. Sentiment: Overall Sentiment NPS = 0.96

19. What are they saying

20. Sentiment among industry experts: NPS = 0,3 Agencies & Consultants

21. Sentiment among consumers (small sample): NPS = 3,75 Consumers

22. Lesson 1: We need to dig below the surface ….and be cautious of the social media experts

23. 2009 SMM eMail Social Print Online CRM Lesson 2: Strategic value is growing

24. 2010 Social Insights: Actionable, new realtime insights to optimise online AND off line marketing strategies –> agile marketing SMM eMail Social Print Online CRM Social Media Engagement & Integration

25. 2011

26. Lesson 3: Due to demand in quality and accuracy consulting component is increasing dramatically Qualitative analysis Sentiment grading Translation Consulting Investment Tool Investment 2009 2010 2011 €10.000 €50.000 €200.000

27. Lesson 4. Social Media does not equal only Facebook and Twitter Much of the current Social Media Marketing is focussed on Facebook and Twitter Some Good Some not so Good

28. Question: If you were interested in buying a 3D TV, where would you go to get initial information: A single brands website The top ranking HiFi / TV Forum (via Google) A mainstream review site, like Amazon or Gute Frage A single brands facebook fansite A Retail outlet

29. ….however our studies show repeatetly that this is not where consumers go to inform purchase decisions Android-hilfe.de

30. Lesson 5. The customer doesn´t always know what he wants „We don´t know what we don´t know……we just know that we need to know…“

31. To Summarise Still early days, even large projects ill defined, but that´s OK, we don´t know what we don´t know. Growing from tactical campaign support to strategic business tool – with online as well as off line implications Find existing communities as well as create your own and stay engaged with the consumer Dig below the surface to find the real nuggets of insight

32. Q & A Contact: Florian.Haarhaus@alterian.com www.socialmedia.alterian.com www.socialmedia.alterian.de Twitter: @fhaarhaus 11:05 GMT / 12:05 CET With 12 Billion stored Conversations, sentiment analysis in 25+ languages and 40 million new conversations per day, Alterian SM2 is one of the leading international social media monitoring tools.In this live presentation ChristophCuquemel will show you how, using the fiercely competitive German Automobile market, social media monitoring can be used for competitive analysis. Here we will analyse 4 luxury car brands to determine share of voice, sentiment and influencers.