2013: keith crowell (social instinct) - technology, engagement and brand protection
DESCRIPTION
As companies and brands engage in online, public conversations with customers, the speed of and reach of technology plays a critical role, for better or for worse. Technology and social media allow us to immediately know and connect with our audience. But what happens when our audience’s behaviour hurts our brand’s reputation? With millions of eyes on a social media channel at any given time, the speed at which brands respond to negative content has become more and more important. Join Keith Crowell to learn: · How to better engage with our customers · What we can learn from engaging with our customers · The importance of monitoring social media activity · What does moderation and curation look like (humans, technology, or a combination)TRANSCRIPT
Engagement, Technology + Brand Protection
What We Do
Social Instinct is a division of Appen Butler Hill, a language technology consulting firm that accelerates technology to global markets.
ABH Global OfficesGlobal Coverage
40,000 linguists/annotators/moderators covering 150+ languages in 90 countries
a division of
Why monitor social media?
Your customers are on your social media channels. Who’s listening and what can you learn?
Sales
Support
Hiring
Sales
Sales
30% of businesses see an increased spend when they engage customers online
65% 47% 77%
of business marketers said they acquired customers
via LinkedIn
of business marketers actively
using LinkedIn
of consumer marketers said they acquired a customer
via Facebook
Source: www.jeffbullas.com & www.bain.com
Support
Community Support
78% of consumers believe social media will become the dominant method for them to
communicate with companies.
58% 23% 59%
of customers have tweeted about a bad
experience with a company and have never
received a response
of companies have a social strategy for customer service.
of customers will switch brands to get better
service
Source: www.dailyinfographic.com & www.parature.com
Hiring
Hiring
92% of US companies have used social media for recruiting.
7 out of 10 96% 66%
employers have successfully hired a
candidate using social media
of jobseekers said reputation was an important factor in
choosing an employer
of recruiters use Facebook to find
talent
Source: www.socialtimes.com & http://sloanreview.mit.edu/
a division of
How can we better engage with our customers on Social Media?
Social Media Check Up
Is your current strategy addressing your business needs?
Are you reaching the right audience?
Are you continuing to grow your audience?
Do you have a content strategy?
What success metrics are you tracking?
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Audience
Channel Identification and Creation
YouCompetitio
n
Where you should be.
Content Development and Distribution
S M T W T F S
Types of Content and Scheduling
tweets and posts
blogs
ebooks
images
presentations
podcasts
videos
Content Hub
News Notification
EmailNews Alerts
Content Distribution and Amplification
Metrics and Analytics
Growth
Adoption
Engagement
Responsiveness
Relevancy
Satisfaction
Metrics and Analytics
Category Score Total
Growth 12.43 15
Adoption 6.31 10
Engagement 4.14 10
Responsiveness 4.97 5
Relevancy 5.00 5
Satisfaction 4.00 5
Score 36.84 50
Community Health Index
a division of
What does moderation and curation look like? Humans, technology or both?
Community Moderation and Curation
Ownership Execution
In-house Outsource?
Technology Needs Assessment
Social Listening/
Monitoring
Moderation and
Curation Platforms
Social Media
Publishing
a division of
Social Instinct’s Platform
a division ofWEEKLY FACEBOOK CHANNEL REPORT
Keith CrowellVP, Social [email protected]+1 (415) 290-3453Skype: keycrow1Twitter: @keycrow
Prithivi PradeepVP, Asia-Pacific, Social Instinct [email protected] +61 2 9468 6370