social media audit by kary delaria
Post on 20-Jan-2015
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kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
The Social Media Audit:A Foundation for Strategic
Success
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
You can’t have any of
this…
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Without this.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
WHY? What’s the goal?
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
OUR SOCIAL MEDIA AUDITListen to determine…1. Competitive advantage.2. Where to establish/concentrate
presence.3. Optimal keyword phrases and
content. 4. Benchmarks for measuring goals
and success.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Competitive Advantage
• Identifying share of voice, which determines competitive advantage and brand positing.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Client
Comp. #1
Comp. #2
Comp. #3
Comp. #4
Based on overall volume…
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Blogs Twitter Mainstream News Aggregator
0
20
40
60
80
100
120
140
Client
Comp #1
Comp #2
Comp #3
Comp #4
Based on volume in channels…
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Based on sentiment…
Positive Negative0
50
100
150
200
250
300
350
ClientComp. #1Comp. #2
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
OUR SOCIAL MEDIA AUDITListen to determine…1. Competitive advantage.2. Where to establish/concentrate
presence.3. Optimal keyword phrases and
content. 4. Benchmarks for measuring goals
and success.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Where to establish presence.
• Analyzing the distribution of conversations, which determines the social channels in which the brand should participate.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Based on presence of conversation…
Blogs
Twitt
er
Face
book
Blog
Comm
ents
Mai
nstre
am
Foru
ms
Video
Mentions of keyword phrases…
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Based on source distribution…
OtherFacebookBlogTwitter
Client Comp. #1 Comp. #2 Comp. #3
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
76%
24%
TLGOther63%
37% JTL
Other
Client had high volume of mentions on Twitter, but deeper analysis of content shows that the brand’s two Twitter feeds made up the bulk of that content.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
OUR SOCIAL MEDIA AUDITListen to determine…1. Competitive advantage.2. Where to establish/concentrate
presence.3. Optimal keyword phrases and
content. 4. Benchmarks for measuring goals
and success.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Optimal keyword phrases.
• Analyzing the content of conversations to determine optimal keyword phrases for social media optimization (SMO.)
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Based on volume, frequency and distribution…
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
OUR SOCIAL MEDIA AUDITListen to determine…1. Competitive advantage.2. Where to establish/concentrate
presence.3. Optimal keyword phrases and
content. 4. Benchmarks for measuring goals
and success.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Benchmarks for measurement.
• Stacking up the audit against the plan and the goal to establish metrics that will measure success.
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
Example: Expand and strengthen your online brand presence and visibility among
large employers.
• number of global mentions • change in sentiment • share of voice over competition• web traffic from social media• keyword-rich mentions • volume of content shared by others
kaneconsulting.biz | @KaryD | kary@kaneconsulting.biz
© 2011
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