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Making Social Media Monitoring and Analytics Work for your Brand:Gaining Insight from Information<br />Matt Farlie,<br />P...
Agenda<br />Challenges in social media monitoring<br />5 W’s of business intelligence<br />Real-world applications<br />He...
Challenges presented by social media<br />Joining the conversation (Where?)<br />
Join the conversation, but where?<br />c/o Brian Solis<br />
Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />
Reach vs. Affinity<br />What is reach?<br /><ul><li>Total direct relations
Directly influenced</li></ul>Examples of reach:<br /><ul><li>Followers
Fans/Likes
Subscribers
Impressions</li></li></ul><li>Reach vs. Affinity<br />What is affinity?<br />Interest or intimacy<br />Close groups, relat...
Influence</li></li></ul><li>Reach vs. Affinity<br />Bullhorn<br />Social<br />
Reach vs. Affinity<br />Bullhorn<br />Social<br />Viral<br />
Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time ...
Real-time challenge (When?)<br />Competitive intelligence, ~30 days<br />Compete, comScore, Hitwise<br />Broadcast metrics...
Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time ...
Lots of data (What?)<br />Breaking it down:<br />Over-arching themes<br />Segmentation<br />Data relationships<br />
Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time ...
Negative sentiment (Why?)<br />Sentiment of conversation:<br />Positive, negative or neutral?<br />Why negative?<br />
Positive sentiment (Why?)<br />Sentiment of conversation:<br />Positive, Negative or Neutral?<br />Why positive and neutra...
Who’s doing social media well?<br />SMBs<br />New word-of-mouth<br />Reducing customer service costs<br />Hyper-local reac...
Real-world applications<br />Brand/reputation management<br />Agencies<br />Value-added social media reporting<br />Measur...
Dell’s infamous $3M on Twitter(and a few better examples)<br />@DellOutlet generates $3M on Twitter<br />Cisco reduces 43%...
Employ a SMART Approach<br />
Socialize: Do what you do best<br />Content is King<br />Context is Queen<br />Conversation is your Ace<br />Socialize<br />
Monitor: Best practices in listening<br />Know the unknowns<br />Consider the source<br />How bad is bad? (sentiment)<br /...
Analyze: Maximizing ROI<br />Discover the why<br />Do more for less<br />Lazy smart people automate!<br />Analyze<br />
Report: Relay actionable insights<br />If we do “blank,” we should expect “blank” (source)<br />Prioritize deliverables<br...
Target: Leverage social media for leads<br />Cherry pick from competitors<br />Develop a community<br />Recruit evangelist...
The 5W’s of business intelligence<br />What are people talking about?<br />When did these conversations happen?<br />Where...
Two core products<br />					&<br />
Sources covered<br />Blogs<br />Twitter<br />Facebook<br />Online media<br />Forums<br />Message boards<br />User-generate...
MAP versus Heartbeat<br />Media Research<br /><ul><li> Historical
 Ad-hoc
 Deep analytics
 Strategic tool
 Influencer identification
 Discovery</li></ul>Media Monitoring<br /><ul><li> Real-time
 Saved searches
 Top-line dashboards
 Tactical tool
 Engagement
 Collaboration</li></ul>vs<br />
What is MAP?<br />Social media research and intelligence platform<br /><ul><li>Ad-hoc queries
Unlimited searches; unlimited results
Deep historical catalog to 2006
Volume/sentiment/geo/demographics
Influencer identification
Comprehensive charts and reports
Powerful filtering and sorting options</li></li></ul><li>MAP: Key functionality<br />Dashboard View<br />
MAP: Key functionality<br />Clip Results<br />
MAP: Key functionality<br />Multiple Filters<br />On-The-Fly Searching<br />
MAP: Key functionality<br />Key Conversations<br />
MAP: Key functionality<br />Entities Graph<br />
MAP: Key functionality<br />Volume & Popularity<br />
MAP: Key functionality<br />Geographic Insight<br />
MAP: Key functionality<br />Demographic Insight<br />
MAP: Key functionality<br />Sentiment Measurement<br />
MAP: Key functionality<br />
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Making social media monitoring and analytics work for your brand

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Making social media monitoring and analytics work for your brand

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Making social media monitoring and analytics work for your brand

  1. 1. Making Social Media Monitoring and Analytics Work for your Brand:Gaining Insight from Information<br />Matt Farlie,<br />Product Manager<br />Garry Przyklenk,Online Marketing Manager<br />
  2. 2. Agenda<br />Challenges in social media monitoring<br />5 W’s of business intelligence<br />Real-world applications<br />Heartbeat<br />MAP<br />Q&A<br />
  3. 3. Challenges presented by social media<br />Joining the conversation (Where?)<br />
  4. 4. Join the conversation, but where?<br />c/o Brian Solis<br />
  5. 5. Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />
  6. 6. Reach vs. Affinity<br />What is reach?<br /><ul><li>Total direct relations
  7. 7. Directly influenced</li></ul>Examples of reach:<br /><ul><li>Followers
  8. 8. Fans/Likes
  9. 9. Subscribers
  10. 10. Impressions</li></li></ul><li>Reach vs. Affinity<br />What is affinity?<br />Interest or intimacy<br />Close groups, relationships<br />Examples of affinity:<br /><ul><li>Authority
  11. 11. Influence</li></li></ul><li>Reach vs. Affinity<br />Bullhorn<br />Social<br />
  12. 12. Reach vs. Affinity<br />Bullhorn<br />Social<br />Viral<br />
  13. 13. Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time communication (When?)<br />
  14. 14. Real-time challenge (When?)<br />Competitive intelligence, ~30 days<br />Compete, comScore, Hitwise<br />Broadcast metrics, ~1-2 days<br />Nielsen ratings<br />Web analytics, 15 min-1 day<br />Google Analytics, Omniture, Webtrends<br />Social media monitoring, Real-time<br />Sysomos MAP, Heartbeat<br />
  15. 15. Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time communication (When?)<br />Lots of data (What?)<br />
  16. 16. Lots of data (What?)<br />Breaking it down:<br />Over-arching themes<br />Segmentation<br />Data relationships<br />
  17. 17. Challenges presented by social media<br />Joining the conversation (Where?)<br />Reach vs. Affinity (Who?)<br />Real-time communication (When?)<br />Lots of data (What?)<br />Sentiment (Why?)<br />
  18. 18. Negative sentiment (Why?)<br />Sentiment of conversation:<br />Positive, negative or neutral?<br />Why negative?<br />
  19. 19. Positive sentiment (Why?)<br />Sentiment of conversation:<br />Positive, Negative or Neutral?<br />Why positive and neutral?<br />
  20. 20. Who’s doing social media well?<br />SMBs<br />New word-of-mouth<br />Reducing customer service costs<br />Hyper-local reach<br />Enterprise<br />Fortune 100 companies<br />Building and joining communities<br />
  21. 21. Real-world applications<br />Brand/reputation management<br />Agencies<br />Value-added social media reporting<br />Measure results and ROI on social media efforts<br />Business development, competitive intelligence<br />SMEs<br />Identify influencers and advocates<br />Resolve customer service issues<br />Gain insights on competitors<br />
  22. 22. Dell’s infamous $3M on Twitter(and a few better examples)<br />@DellOutlet generates $3M on Twitter<br />Cisco reduces 43% of support cost<br />Ebay finds engagement boosts ARPO by 54%<br />Build-A-Bear built a platform, generated $500k<br />BP’s reputation-management strategy<br />
  23. 23. Employ a SMART Approach<br />
  24. 24. Socialize: Do what you do best<br />Content is King<br />Context is Queen<br />Conversation is your Ace<br />Socialize<br />
  25. 25. Monitor: Best practices in listening<br />Know the unknowns<br />Consider the source<br />How bad is bad? (sentiment)<br />Monitor<br />
  26. 26. Analyze: Maximizing ROI<br />Discover the why<br />Do more for less<br />Lazy smart people automate!<br />Analyze<br />
  27. 27. Report: Relay actionable insights<br />If we do “blank,” we should expect “blank” (source)<br />Prioritize deliverables<br />Report<br />
  28. 28. Target: Leverage social media for leads<br />Cherry pick from competitors<br />Develop a community<br />Recruit evangelists<br />Target<br />
  29. 29. The 5W’s of business intelligence<br />What are people talking about?<br />When did these conversations happen?<br />Where did these conversations happen? <br />Who’s talking and what’s their influence?<br />Why are conversations happening?<br />
  30. 30. Two core products<br /> &<br />
  31. 31. Sources covered<br />Blogs<br />Twitter<br />Facebook<br />Online media<br />Forums<br />Message boards<br />User-generated content sites<br />
  32. 32. MAP versus Heartbeat<br />Media Research<br /><ul><li> Historical
  33. 33. Ad-hoc
  34. 34. Deep analytics
  35. 35. Strategic tool
  36. 36. Influencer identification
  37. 37. Discovery</li></ul>Media Monitoring<br /><ul><li> Real-time
  38. 38. Saved searches
  39. 39. Top-line dashboards
  40. 40. Tactical tool
  41. 41. Engagement
  42. 42. Collaboration</li></ul>vs<br />
  43. 43. What is MAP?<br />Social media research and intelligence platform<br /><ul><li>Ad-hoc queries
  44. 44. Unlimited searches; unlimited results
  45. 45. Deep historical catalog to 2006
  46. 46. Volume/sentiment/geo/demographics
  47. 47. Influencer identification
  48. 48. Comprehensive charts and reports
  49. 49. Powerful filtering and sorting options</li></li></ul><li>MAP: Key functionality<br />Dashboard View<br />
  50. 50. MAP: Key functionality<br />Clip Results<br />
  51. 51. MAP: Key functionality<br />Multiple Filters<br />On-The-Fly Searching<br />
  52. 52. MAP: Key functionality<br />Key Conversations<br />
  53. 53. MAP: Key functionality<br />Entities Graph<br />
  54. 54. MAP: Key functionality<br />Volume & Popularity<br />
  55. 55. MAP: Key functionality<br />Geographic Insight<br />
  56. 56. MAP: Key functionality<br />Demographic Insight<br />
  57. 57. MAP: Key functionality<br />Sentiment Measurement<br />
  58. 58. MAP: Key functionality<br />
  59. 59. MAP: Key functionality<br />
  60. 60. What is Heartbeat?<br />Real-time Monitoring<br /><ul><li>Pre-defined keywords
  61. 61. Unlimited clip-results available
  62. 62. Volume/sentiment/geo/demographics
  63. 63. Collaborative workflow & engagement
  64. 64. Compelling charting and graphing
  65. 65. Extensive export and integration</li></li></ul><li>Heartbeat: Key functionality<br />
  66. 66. Heartbeat: Key functionality<br />
  67. 67. Heartbeat: Key functionality<br />Heartbeat Dashboard<br />
  68. 68. Heartbeat: Key functionality<br />Heartbeat Dashboard<br />
  69. 69. Clip Results<br />Heartbeat: Key functionality<br />
  70. 70. Heartbeat: Key functionality<br />Multiple-Layer Filtering<br />
  71. 71. Heartbeat: Key functionality<br />Geographic Insight<br />
  72. 72. Heartbeat: Key functionality<br />Sentiment Analysis<br />
  73. 73. Heartbeat: Key functionality<br />Demographic Insight<br />
  74. 74. Heartbeat: Key functionality<br />Measurement Functions<br />
  75. 75. Heartbeat: Key functionality<br />Sentiment & Demographic Comparisons<br />
  76. 76. Heartbeat: Key functionality<br />Volume Comparison<br />
  77. 77. Heartbeat: Key functionality<br />@user Both work well.<br />In-Platform Engagement<br />
  78. 78. Heartbeat: Key functionality<br />Follower Analysis & Authority<br />
  79. 79. Q&A<br />Please input questions into the webinar chat interface.<br />
  80. 80. Thank you!<br /><ul><li> Websites:
  81. 81. www.marketwire.com
  82. 82. www.marketwireblog.com
  83. 83. Twitter: @marketwire, #smmeasure</li>

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