Social Media Monitoring—A presentation for @Midwest
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Why Social Media Monitoring? The answer is simple: People trust the opinions of others more than brand advertisements, official websites or PR releases. In fact, people trust the opinion of others, especially their peers, more than almost anything. This means that online opinions on your brands and products really matter. Quite a lot, to be frank. So, let us list a number of reasons for you to keep a close eye on the online chatterbox: - Measuring Marketing effectiveness - Manage crisis pro-actively - Do effective online public relations - Benchmark your competition - Identify new market opportunities - Get market insights in the most cost effective manner Learn more about the @Midwest Social Media Conference by visiting atMidwest.com.
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Social Media Monitoring—A presentation for @Midwest
- 2. BRIAN HUONKER CONSULTANT, DESIGNS BY BRIAN VICE-PRESIDENT, @MIDWEST ASSISTANT DIRECTOR, UNIVERSITY MARKETING, ILLINOIS STATE UNIVERSITY HUONKS.COM FACEBOOK.COM/BKHUONKER TWITTER.COM/BKHUONKER LINKEDIN.COM/IN/BKHUONKER
- 3. WHY MONITOR SOCIAL MEDIA?
- 4. a fancy way to describe the zillions of conversations people are have online 24/7. Some of which are about you and your business. SOCIAL MEDIA ARE CONVERSATIONS
- 5. Social Networking Facebook, Twitter, LinkedIN, Google+ Interact by adding friends, commenting on profiles, joining groups and having discussions. Blogs and Forums Wordpress, UBB, Blogger, Vanilla User generated opinion and comments Social News Digg, Propeller, Reddit Interact by voting for articles and commenting on them. Social Photo and Video Sharing YouTube, Pinterest, Instagram, Flickr, Interact by sharing photos or videos and commenting on user submissions. Wikis Wikipedia, Wikia Interact by adding articles and editing existing articles. Location Games/Deals 4Square, Places, SCAVNGR Interactions through games, specials and deals Social Bookmarking Del.icio.us, Blinklist, Simpy Interact by tagging websites and searching through websites bookmarked by other people. A host of social media options, each tailored towards the customers communication style. SOCIAL MEDIA ARE
- 6. WHY SHOULD WE CARE?
- 7. 96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. 70% of buying experiences are based on how the customer feels they are being treated 55% of customers would pay extra to guarantee a better service 80% of customers prefer to speak with a representative at the weekends CREATE A DIALOGUE
- 8. Happy customers who get their issues resolved tell an average of four to six people about their positive experiences Word of mouth testimonials broadcasted across social media channels “SMART BUSINESS”
- 9. SIMPLE STEPS TO SOCIAL MEDIA MONITORING
- 10. STEP 1: DO YOUR HOMEWORK
- 11. Set your goals Increased sales? Develop buzz and interest around a new product Move old merchandise Generate registrations to branded events through social Increase foot traffic? Engage users in social to generate relevant and targeted traffic Customer service Gain market share by leading customer/client service through social STEP 1: DO YOUR HOMEWORK
- 12. Understand your audience Who are they Characteristic? What motivates them? What do they want from you When are they on? Where are they at? STEP 1: DO YOUR HOMEWORK
- 13. Outline Your Strategies Get influencers talking about you Educate people about why they you Tell stories that personalize the problems you can help solve Determine your tatics Twitter, Facebook Fan Page, LinkedIN, YouTube. Which will help your strategies Try creating valuable content. creating blog posts, podcasts and videos that educate Incorporate your SEO keywords and phrases increase online visibility and search engine ranking STEP 1: DO YOUR HOMEWORK
- 14. Listen Discover what people are saying about you Facebook, Twitter, LinkedIN Reddit, Yelp, Places STEP 1: DO YOUR HOMEWORK
- 15. STEP 2: GOOGLE ALERTS
- 17. Set up is your search term. Try to pick a search phrase that is fairly specific and specialized. You're allowed to enter more than one word here, so try to narrow it down a little Choose what type of Google Alert you need Specify how often you want to receive Google Alerts You can also manage this and any other Alert you've created. STEP 2: GOOGLE ALERTS
- 18. Entry Talkwalker advertises itself as ―the best free and easy alternative to Google Alerts.‖ Social Mention is a free and reputable product in the social search engine arena, tracking alerts across the web and social media channels. Mid-level Mention is a high-end version of Google Alerts with the addition of select social sources. Trendrr lets you harness the power of social media to see how a TV ad or a show is received by the audience. Colabo provides unlimited data sources and self-service analytics. High-end Bloomberg Professional, provides a different scope of information. Meltwater News is a full solution aimed at PR and marketing professionals for both inbound and outbound coverage. STEP 2: GOOGLE ALERTS
- 19. STEP 3: HOOTSUIT
- 21. STEP 3: HOOTSUIT
- 22. Facebook Search all public Facebook posts within HootSuite Google+ Search all public Facebook posts within HootSuite LinkedIN (groups, personal, company) Twitter Keyword tracking allows you to track up to three keywords or phrases within one column Search is a flexible and customizable tool STEP 3: HOOTSUIT
- 23. twitter search—containing both "twitter" and "search‖ "owls rock"—containing the exact phrase "owls rock‖ ―ninjas OR pirates‖—containing either "ninjas" or "pirates" (or both) ―super –man‖—containing "super" but not "man‖ ―#followfriday‖—containing the hashtag "followfriday‖ ―from:HootSuite‖—sent from person "hootsuite‖ ―to:invoke‖—sent to person "invoke‖ ―@memelabs‖—referencing person "memelabs‖ ―colbert since:2008-07-27‖—containing "colbert" sent since 2008-07- 27 ―w00t until:2008-07-27‖—containing "w00t" sent up to "2008-07-27 ―unicorns :)‖—containing "unicorns" with a positive attitude ―fail :(―—containing "fail" and with a negative attitude ―bacon ?‖—containing "bacon" and asking a question ―rainbows filter:links‖—containing "rainbows" and linking to URLs STEP 3: HOOTSUIT
- 24. Entry level Tweetdeck Mid-level Viralheat. Twitter, Facebook, Google+, LinkedIn, Pinterest, YouTube, blogs, forums Sprout Social. Twitter, Facebook, LinkedIn, YouTube Seesmic. Manage all of your business’ social media accounts in one place High-level UberVU. Twitter, Facebook, YouTube, blogs, forums, news Sysomos. Twitter, Facebook, LinkedIn, YouTube, blogs, forums, news Spredfast. Twitter, Facebook, Google+, LinkedIn, Pinterest, YouTube, blogs, SlideShare, Flickr Radian6. Twitter, Facebook, YouTube, blogs, forums, news STEP 3: HOOTSUIT
- 25. T w eetReach . W ho is reading your tweets? How is it being shared? W hat is the m easured im pact of what you ’r e putting out there? T weetReach is a social analyt ics tool that helps you capture this valuab le inf orm ation. T w entyFeet . T went yF eet aggregates your activit y f rom various social m edia platf orm s so you can get the f ull picture of you r online presence. T hen, you can determ ine which of your activit ie s are m ost valuab le. T w italyzer . Measure your im pact, engagem ent, and inf luence on T witter with this tool. T hey of f er three plans, depending on your needs, Individu a l, Business and Agenc y, all at a ver y reasonable price. T hey do of f er their three m ost popular reports f or f ree, so just connect your T witter account and start T wita lyzing . PeerIndex . Use this tool to determ ine you r online authorit y and who you r online brand advocates are. Learn which topics are best f or you to f ocus on and who to connect with to spread the word. SocialM ention . T rack and m easure who is talk ing about you, you r com pany, your product, or any topic related to your industr y. SocialM ent ion pulls data f rom hundreds of social m edia services to give you the m ost accurate, real -tim e inf orm ation . SocialPoin te r . T his tool allo ws you to track and m onitor social m entions and respond in real-tim e. Find potentia l custom ers, listen to what you r com petitors are sayin g, and get How Sociable . Measure your brand’s im pact online with this tool that provides you with a m agnitude score. T he score analyze s your level of activit y online so that you can determ ine whether you have enough of a presence. Engag.io . T his is a great tool f or m anaging your conversat io ns on social network s. Engag.io provid es you with valuab le insights into the people you are talk ing to via social m edia and also gives you a place to track whether or not you ’ve responded. Brand M onitor. T rack you r brand across num erous social m edia sites. Find where conversatio ns releva nt to your business are tak ing place so that you can start becom ing an active social m edia participan t. Learn trending k eywo rds and m easure conversat io n engagem ent to help bring m ore valuab le brand content to social m edia platf orm s. Kred . Sim ila r to Klout, Kred m ines social data to give you a Kred score. T he score is a com bination of your inf luence and you r outreach activit y. Kred m easures how of ten you tweet or post, how people interact with you , and the growth of your audience. Kred gives you a detailed break down of you r score so that you k now exactly where you should im prove and the areas in social that are work ing well f or you r com pany. T w itterCounte r . T witter Co unt er track s T witte r users to give you statistics and usage inf orm ation f or you r account. T his service STEP 3: HOOTSUIT
- 26. STEP 4: GOOGLE ANALYTICS
- 27. http://www.google.co m/analytics/ lets you measure your advertising ROI Traffic Source Sources All Traffic Traffic Source Social STEP 4: GOOGLE ANALYTICS
- 28. STEP 5: SOCIAL INFLUENCE
- 29. http://klout.com/ Influence is the ability to drive action. When you share something on social media or in real life and people respond, that's influence. The Klout Score is a number between 1- 100 that represents how influential you are. STEP 5: SOCIAL INFLUENCE
- 30. AgoraPulse performs an analysis of your Facebook Page and compares it against other companies’ Pages that have a similar number of fans. Note: ―other‖ companies also must use the tool. http://www.agorapuls e.com/ STEP 5: SOCIAL INFLUENCE
- 31. Free tools LikeAlyzer gives you a rating out of 100 in comparison to other Pages and gives you some recommendations on how you can improve your Page. CScore is a free analytics tool that does an analysis of your Facebook Page and then categorizes and scores it based on the behavior of your Page. Paid tools Fanpage Karma is a paid tool that provides a free version that allows you to do a fairly detailed analysis of your Facebook Page and a comparison with your competitors. Simply Measured is a powerful reporting tool that provides a wide range of analytic reports for Facebook, Twitter and other social networks. STEP 5: SOCIAL INFLUENCE
- 32. Because social media is conversation Allows you to insure your Brand is meeting its promise Ensures your goals are met And it allows you to measure you ROI WHY MONITOR SOCIAL MEDIA?
- 33. Holistic Campaign Monitoring. Your inbound marketing data in one place SEOMoz Wildfire HubSpot Smaller Scale Constant Contact MailChimp Campaign Monitoring WHAT’S NEXT?
Editor's Notes
- Before we can talk about some simple tips for social media, let’s take a step back and talk about what social media is
- Facts about customer experiences and referrals96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer Affairs70% of buying experiences are based on how the customer feels they are being treated – McKinsey55% of customers would pay extra to guarantee a better service – Defaqto researchPrice is not the main reason for customer churn, it is actually due to the overall poor quality of customer service – Accenture global customer satisfaction report 200894% of customers do not want to be transferred to another representative more than once – Mobius Poll 200280% of customers prefer to speak with a representative at the weekends – Mobius Poll 200284% of customers are frustrated when a representative does not have immediate access to account information – Mobius Poll 2002Customer who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, as to if they ‘only’ gave you a score of 4.8. – TeleFaction data researchIt takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-LegnerFacts about customer retention and churn factsA 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & CompanyA 50% reduction in customer base would occur if left alone over a 5 year period – Bain & CompanyIt costs 6 – 7 times more to acquire a new customer than retain an existing one – Bain & CompanyAn average company loses between 10 – 30% of its customers annually – McKinseyA customer is 4 times more likely to defect to a competitor if the problem is service related than price or product related – Bain & Company68% of customers leave because they were upset with the treatment they received whilst speaking to customer services – US Chamber of CommerceDissatisfied customers whose complaints are taken care of are more likely to remain loyal, and even become advocates, as those that are ‘just’ customers – Strauss & SeidelThe probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing MetricsFor every customer complaint, there are 26 other unhappy customers who have remained silent – Lee Resource96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyCustomer profitability tends to increase over the life of a retained customer – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyIn the US alone, people that switch from insurance providers represent a $7.6 billion market in annual premiums – JD Power & AssociatesFacts about customer service and contact / call centersA good customer service strategy should balance costs, quality and revenues. Companies that restructure call centers in this way can often cut their costs by up to 35% and boost the revenue they generate by as much as 35%, thereby transforming them into strategic assets providing a competitive advantage – McKinseyResearch shows that a 10% increase in customer retention levels result in a 30% increase in the value of the company – Bain & Co.76% of companies motivate employees to treat customers fairly, and 62% provide effective tools and training to gain trust with their customers – Peppers and Rogers Group, 2009 Customer Experience Maturity Monitor70% of customer experience management best in class adopters use customer feedback to make strategic decision. 50% of industry-average organizations and 29% of laggards do. – Aberdeen Group81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competitors – Peppers and Rogers, 2009 Customer Experience Maturity Monitor72% of all customers believe it takes too long to reach a live agent – Harris69% said they were on hold for too long – Harris50% of the people survey said that agents failed to answer their questions – Harris44% said the information they received was not accurate- Harris92% of all interactions happen via the phone – Gartner85% of consumers are dissatisfied with their phone experience – GartnerEven in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience. – Harris Interactive, Customer Experience Impact ReportEmployee factsThe average recruitment cost of filling a vacancy is £4333, increasing to £7750 when organizations are also calculating the associated labour turnover costs – The Chartered Institute of Personnel and Development Annual SurveyEmployee churn in the private sector is 22.6% – The Chartered Institute of Personnel and Development Annual SurveyAn average of £1202 is spent on employee training – The Chartered Institute of Personnel and Development Annual SurveyFacts about customer strategy90% of North American firms view customer experience as important or critical to 2010 plans. 80% of firms would like to use customer experience as a form of differentiation. – Forrester’s: The State of Customer Experience 2010.85% of business leaders agree that traditional differentiators alone are no longer a sustainable business strategy – Shaw & Ivens71% of business leaders believe that customer experience is the next corporate battleground – Shaw & IvenseCommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers – McKinseyReducing time and money on explaining business procedures and costs with new customers will save overall – Marketing Management; Spiro, Rich, Stanton 200873% of marketing managers of various large companies credit “Repeat purchase behavior” as integral to the definition of successful customer engagement –Forbes MagazineA survey asking which is the most important marketing objectives, shows that 29.9% think that it should be customer acquisition, and 26.6% think that it is customer retention. However 62.2% admit that they concentrate on customer acquisition, with only 20.6% focusing on customer acquisition. –Emarketer55% of current marketing spend is on new customer acquisition – McKinsey33% of current marketing spend is on brand awareness – McKinseyOnly 12% of current marketing spend is on customer retention – McKinsey
- Happy customers who get their issues resolved tell an average of four to six people about their positive experiences, according to the White House Office of Consumer Affairs. It pays to treat your customers well, not only for the repeat business, but also to gain the positive word-of-mouth consumers now broadcast across social media. Satisfied customers can become your most influential brand ambassadors. They’ll help to answer customer service questions posted online and also tout their own positive experiences with your business.
- Your frequency of content delivery & response to social engagement.Your types and specific topics for content creation.Ways to increase audience engagement.Events that can drive social.Facebook:More than 955 million users. Majority between 18-25; 60 percent female. Best opportunity for community building with customers.Twitter:More than 555 million users. Majority between 26-34; 57 percent female. Best tool for interacting in real-time.Google Plus+:More than 170 million users. Majority between 26-34; 63 percent male. Platform for driving visibility around a brand.LinkedIn:More than 150 million users. Majority between 26-34, directly followed by 35-44. The number one B2B social networking tool.Pinterest: More than 12 Million Users. Majority between 26-44; 68 percent female. A viral platform for sharing stories via pictures.
- The more you know. Allows you to stay on topic
- The first thing to set up is your search term. Try to pick a search phrase that is fairly specific and specialized. If your term is too general and popular, such as "money" or "elections," you will end up with way too many results.You're allowed to enter more than one word here, so try to narrow it down a little. Keep in mind that Google Alerts sends you newly indexed results, not every result available on the Web. Sometimes one word really is all you need.In this case, we'll just use one word, "gnomes." That's obscure enough of a term that there are probably not that many new pages being indexed on a daily basis.Next it's time to choose what type of Google Alert you need. You can search for news, blog entries, video, Web pages, and Google Groups. Or you can search all of them at once by selecting Comprehensive.Specify how often you want to receive Google Alerts. If you are picking a popular item, you may want to restrict this to once a day or once a week. If you pick a fairly obscure term or an item you are following very closely, select as-it-happens.That's it. You've created your Alert. You can also manage this and any other Alert you've created. You can edit your search terms, type, and frequency, or you can delete old Alerts you're no longer following.
- These tools replicate Google Alerts’ interface and functionality but also include a few more social sources, such as Twitter and Tumblr.1. For similar interface and functionality — Talkwalker advertises itself as “the best free and easy alternative to Google Alerts.” If you like the functionality of the Google Alerts search query, this is the product for you. Receive alerts in real time from the web via email or in an RSS feed reader.2. For simple social monitoring — Social Mention is a free and reputable product in the social search engine arena, tracking alerts across the web and social media channels. Additionally, Social Mention provides sentiment analysis on social media mentions and hashtag tracking as part of its service.Mid-level replacementsThese tools offer a configuration of data sources, such as proprietary sources, specific media outlets, and Google Analytics. In addition, they have a better UI, analytics, and custom reports suited for the professional user.1. Social and traditional media monitoring — Mention is a high-end version of Google Alerts with the addition of select social sources. Mention offers a free version with limited capabilities and an unlimited version starting at $19.99 a month and provides real-time alerts via email and push notifications to your cellular device. Alerts are flagged by importance of mentions according to the latest source interactions by influence and authority.2. Tracking TV and media campaign alerts — Trendrr lets you harness the power of social media to see how a TV ad or a show is received by the audience. The service starts at $499 a month.3. Customizing sources and adding proprietary sources — My own company, Colabo provides unlimited data sources and self-service analytics. Additionally, you can add searches from internal databases, such as your CRM or paid services like Hoovers. And you can add notifications for key terms and receive them in real time. Colabo starts at $90 a month with a limited free trial.High-end replacementsThese tools usually offer their own proprietary news sources per industry and often can be combined with a service offering that filters the news for you.1. Proprietary news source per industry with a financial focus — Bloomberg’s recently launched platform, Bloomberg Professional, provides a different scope of information. Starting in the thousand-dollar range, financial professionals are able to receive alerts from any device in real-time that include news and analytics.2. PR management — Meltwater News is a full solution aimed at PR and marketing professionals for both inbound and outbound coverage. The product covers news features, online media monitoring, and delivers breaking news about your brand from more than 190,000 news publications, including some social sources like Twitter, Facebook, YouTube, and blogs in the form of daily alerts. A subscription starts around $6,000 a year.YoavDembak is the CEO and co-founder of Colabo, a self-service marketing analytics tool. Prior to Colabo, Yoav was an executive at VMware in charge of Product Marketing for the data center management product suite. Yoav was the CEO of B-hive and before that he held various marketing and sales roles at Breach Security, Gilian Technologies, and Gilat Satellite Networks.Read more at http://venturebeat.com/2013/05/13/google-alerts-replacements/#zPiMKqKrbrFTBpbg.99
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