maximizing social media monitoring-november 2009
DESCRIPTION
A brief presentation about social media monitoring, talking about free and paid/comprehensive monitoring tools, way to evaluate and set ROI for monitoring, and how monitoring can be effective for marketing communications.TRANSCRIPT
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MaximizingSocial Media Monitoring
How to effectively usesocial media monitoring
in marketing communications
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Maximizing Social Media MonitoringFoundationWhat if you don’tMonitoringEvaluationSocial Media Marketing
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FoundationDo you have comment cards available for
customers & prospects?Do you have a customer service department or
person?Do you have your company name in Google
News Alerts or have a paid clipping service for news releases and such?
Have you ever conducted a focus group or other similar market research?
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FoundationSocial media monitoring is part of the foundation for any effective marketing communications – offline and online
Image credit:Niclindh via Flickr
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What if you don’t?
New York Times, 04/16/2009
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MonitoringCountless free options – fewer paid options
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MonitoringNo matter which you choose, there’s a price….
Free
Price is your time.
What’s that worth?
Paid / Comprehensive
$$ -- but saves you gathering
& analysis time.
Image credit: Maykamei via Flickr
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Monitoring – Free
`
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Monitoring – Comprehensive
All results – one place for easier analysis
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EvaluationMany ways – best way is to base on objectivesKey branding points mentioned?Overall positive or negative references?“Media” response to proactive efforts?Website traffic increasing or other action (requires
site traffic monitoring)?Measure success of PR & social media marketing
efforts (coverage from active & passive means)
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EvaluationKey branding points mentioned?
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EvaluationOverall positive or negative references?
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Evaluation“Media” response to proactive efforts?
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EvaluationOther ways to measure social media
•Content Emotions
•How others categorize you
•Geography
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Social Media MarketingProactive ways to use social media monitoring1. Pave way for future social media outreach: See
what’s already being said on subject, who’s saying it
2. Customer service: Responding to questions, needs
3. Reduce market research costs: Seek feedback
4. Prospecting: Engage those who “talk” about your issues surrounding your products, industries, etc.
5. Competitor tracking/monitoring & responding
6. & many others…..
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Social Media Marketing-ExampleUse of free & comprehensive tools to help pave way for effective outreach
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Thank you!Presentation available at:
slideshare.net/MikeDriehorst/presentations
Email:[email protected] [email protected]
Twitter: @MikeDriehorst
Blog: http://www.MikesPoints.com