how can meltwater buzz help monitor your brand?
DESCRIPTION
Sara Davar, Area Director at Meltwater Buzz talks at SMWF Europe on how Meltwater Buzz can help your brand. Find out more at http://www.socialmedia-forum.com/europe/.TRANSCRIPT
What is Meltwater Buzz?
• Listen
• Analyze
• Engage
Meltwater Future of Content Survey
5%12%
24% 24% 24% 28%
44%
10%
10%
13% 14% 18%18%
18%
16%
36%13%
26%
32%30%
24%
42%
20% 36%
22%
14%16%
8%27%
22%14% 14% 12% 8% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
US Germany UK Singapore Australia Norway Sweden
Visionaires
Followers
Catching up
Reluctants
Averse
More visionary More averse
Companies attitude to social media
• International survey
• 450 companies across the world
• Non-clients, across industries and
sectors
•
The importance of monitoring
buzz around company / brand
Extremely
Important
43%
Quite
Important
41%
Neither
Important /
unimportant
9%
Not particularly
Important
5%
Not particularly
Important
3%
Hmmm…
How do I get started?
- 8 straightforward tips
1: Start listening in
2: Define why
3: Strategy & playbook
4: Choose channels that suit your ”why”
5: Engage
6: ”Respond or not”
7: Measure your Social Media ROI
8: E
valu
ate
Why it matters
…from a client perspective
Clare Carney
Digital Marketing Executive
Trader Media Group
Auto Trader Social Media Objectives
• Establish engaged community of motorists
• Strengthen ‘ownership phase’ of brand offering
• Increase brand affinity and create advocates
• Support wider CRM strategy
• Draw in, own and defuse crisis comms issues
• Drive valuable actions onsite
Auto Trader’s social media strategy:
• Grow & Manage earned social community
• Monitor wider web conversation
• Measure key valuable metrics & benchmark
• Report actionable insights back to stakeholders.
• Integrate earned/owned media where appropriate
How does Auto Trader use MBuzz?
LISTEN:
• Positive & negative feedback
• Crisis comms alert network
ANALYSE & REPORT:
• Key valuable metrics
• Competitor analysis
• Actionable insights
ACTION:
• Research
• Engage
• Product development
• Extending social media beyond marketing department
• Fully integrating monitoring with engagement
• Understanding the true influence of buzz
What’s next?