andrew bates - social media online monitoring strategy.ppt

Andrew BatesSocial Media and Digital [email protected] @AndrewBates on Twitter AndrewGBates on LinkedIn

Social Media & Online Monitoring

mailto:[email protected]

http://bit.ly/IqOgOG

http://bit.ly/IaHGuW


http://linkd.in/ytJZ2h

A Little About Me…

www.AndrewBates.net | [email protected] | @AndrewBates

Over 15 years of internet technology and online marketing experience I create and evolve B2B, B2C and non-profit social media and digital marketing

services as well as delivery processes that drive measurable reoccurring revenue.

Experience uncovering online business intelligence needed to make all marketing decisions My strategies provide quantitative and qualitative analysis of a brand, its

competitors, its industry as well as its audiences.

A strong background in Search Engine Optimization and Digital Media Advertising. This allows me to craft integrated digital marketing strategies that influence all

online and offline business development activities.

Internet Marketing Strategy SEO, PPC and Media Advertising Social Media Marketing Online Monitoring and Analysis

Marketing Strategy and Execution Internet Technology and Analytics Emerging and New Media Thought Leadership and Public Speaking

Understanding the Value of Online Monitoring


Social Media and Online Monitoring:

Offers industry insights no other market research program can

Provides cost effective and accurate analysis of your brand’s core interests

Allows your business to qualitatively and quantitatively measure its: Brand, Products and Services Industry and Competition Market Influencers and Activities Audiences Interests, Pain Points and Buying Signs

Delivers and defines your organization’s: Digital Marketing Strategies Branding and PR Lead Generation, Nurturing and Sales Online Advertising and Search Engine Marketing Content, Newsletters, Tradeshows, Webinars and Websites


Monitoring Online Conversations Answers Key Questions

Who is talking about our brand?

What is being said online about our brand & products? Is it positive or negative?

Where is this conversation occurring?

Who are the influencers authorities in our industry?

What are our competitors doing?

Are we missing important information about our brand, industry, audience or any other valuable insight? What do we not know?

What strategies can we incorporate into our marketing and business development efforts that will drive thought leadership, brand awareness and ROI?

© 2010 Altimeter Group

SALESMARKETINGSERVICE

&SUPPORT

INNOVATION

Learn Who Your Influencers Are &

Engage With Them

Find New Brand & Media Marketing

Opportunities

Respond QuicklyTo Product Or

Service Inquires

Improve Social Media Marketing

Measurement

Find New Online Sales Opportunities

Respond Quickly To Sales Prospects

Proactively Engage In Online Lead Generation

Understand How Your Support Teams Can

Improve

Respond Immediately To Complaints Before

They Escalate

Provide A Seamless Customer Experience

Create VIP Experiences For

Influencers

Uncover Competitive Market & Industry

Insights

Learn From Product & Service

Discussions

Crowdsource Research &

Development


The Many Business Cases for Online Monitoring

Average Customers

Biggest Customers

Industry Influencers


The Power of Influence

Word of Mouth Marketing has moved online


The Resources and Requirements

People

Someone to lead Social Media and

Online Marketing

Team of experts to explore and analyze data

Skills

Experience with the Tools

Marketing and Business Analysis

Powerful Paid Tools

Radian6

Sysomos

Free but Limited Tools

Google Alerts

Twitter Search

Manual Searches

Time

No tool replaced human time to

understand data

An effective online monitoring strategy requires clear goals, experienced marketers, a combination of software tools, manual research and analysis.


The Research Process

Monitor for topics of interest – not keywords. The human element allows experienced marketers to interpret data and focus on the key insights.

Define 3-5 concepts that are most important to your business Include all potential stake holders on this process including marketing,

sales, IT, and any senior decision makers.

Break these topics into keyword groups and core questions to answer Seek help from your SEO team to ensure you target the right

keywords. The analysts will look to answer these questions.

Utilize software and manual search to aggregate and segment data This may include volume, media types, sentiment, demographics and

topic insights.

Ignore the “nice to know” information and the white noise The analysts ensure they report on only to most important insights.


The Key Performance Indicators

Website and Conversion Metrics For credibility and content relevance: Measure likes, Google+1, and comments For social sharing: Measure retweets, Facebook, LinkedIn, YouTube other social

syndication For conversion: Utilize user logins, subscriptions, RSS, newsletter, email and

event registration

Social Profile and Activity Metrics Measure Follows, Fans, Likes, Comments, sharing and retweets Search rankings for social profiles and content

SEO, Search Marketing and Qualified Traffic More traffic to the website from social networks Increased time on site and page views Improved search engine rankings for the web site and social profiles

Brand Identity and Industry Share of Voice Increased brand mentions More conversation around your brand vs. competitors Improved brand sentiment and awareness


The Monitoring Study - Sample Format

Group your research findings and insights into logical segments. Many who view your report will not have the context. Keep it brief and make it easy for senior leadership to quickly find the most valuable content.

Goals & Objectives

Top 5 Insights

Brand Review

Competitive Analysis

Top 5 Strategy

Recommendations

90 Execution Plan

Topic 1 Example – Audience

Topic 1 Example – Industry

Topic 1 Example – Influencers

Goals & Insights

Brand & Competitors

Topics of Interest

Strategy & Next Steps


The Monitoring Study – Sample Content

Online Activity &Share of Voice

Brand Sentiment

Images © Penton Media



Industry Influencers

Advertise & Engage




Data Visualization

Conversations & Posts



Case Study - Chevron

The Challenge Chevron was planning to launch a new website and marketing campaign

for Techron The marketing group had not completed detailed industry research in 5

years and they were looking to determine if their core customers had changed

Chevron was also launching new marketing in Brazil and China

The Solution Online monitoring provided detailed analysis of its brands, competition,

audiences and industries. Analysis included posts in English, Chinese and Portuguese with focus on activity in China and Brazil

The Results The Techron team learned the demographics and interests of its buyers has

changed. They have used this analysis to evolve search engine marketing and digital strategies

Chevron utilized the audience topics of interests as keywords for SEO, PPC and media advertising showing a measurable return


Case Study – American Cancer Society

The Challenge The American Cancer Society provides support for over 100 different

types of cancer More than one million people in the United States get cancer each year With limited resources, it was critical for ACS to understand needs of

those touched by cancer

The Solution Our monitoring program showed that ACS’ audience was most

interested in research and events We found the audiences and their concerns for individual forms of

cancer

The Results ACS targeted custom fundraising campaigns for each audience The findings around Breast Cancer Awareness Month issues and

interests allowed ACS to execute its most successful social media program to date

Insights gleamed were used in conjunction with its partner, the NFL, for the October 2012 NFL Pink campaign


Case Study - DuPont

The Challenge DuPont is comprised of 90+ business units each with very strong

competition All in different stages of constant product development & marketing Require information from online conversations focused on

continually evolving topics

The Solution We created customized monitoring studies for each business unit or

product Topics included industry terms, branded products and pre-product

development topics

The Results Studies provided data and analysis to support marketing initiatives

and industry research Insights from reports are shared with relevant manufacturers and

partners Digital marketing groups use these recommendations to influence

SEO, content and brand marketing


Case Study – Rosetta Stone

The Challenge Rosetta Stone’s Business, Public Sector and Education groups were

planning to create entirely new international marketing programs These initiatives would include evolving messaging, websites, sales and

product innovation

The Solution Online monitoring showed that language learning in each of the three

industries had changed drastically Competition had increased significantly and brand perception had

changed The findings also showed that the end users were looking for more

resources online

The Results Rosetta Stone created new marketing programs based on each industry

focused on different interests It created and offered more educational content as well as resources to

encourage end users to become brand advocates Rosetta Stone increased web-traffic and conversion while growing a

larger and more active audience

18

Contact me with your thoughts…

Andrew BatesDirector of Social Media and Digital [email protected] @AndrewBates on Twitter AndrewGBates on LinkedIn

Social Media & Online Monitoring

mailto:[email protected]

http://bit.ly/IqOgOG



http://linkd.in/ytJZ2h

andrew bates - social media online monitoring strategy.ppt

Documents