MONITORING & ANALYSIS OF SOCIAL MEDIA

I M PA C T O N C O R P O R AT E B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S

Social Intelligence, May 5 & 6

Gregory Birgfeld, Associate Director, Social Media Strategy & Analytics. Onyx Pharmaceuticals/Amgen

MONITORING & ANALYSIS OF SOCIAL MEDIA

I M PA C T O N C O R P O R AT E B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S

Social Intelligence, May 5 & 6 Gregory Birgfeld, Associate Director, Social Media Strategy & Analytics. Onyx Pharmaceuticals/Amgen

TRUTH

I M PA C T O N C O R P O R AT E B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S

M O N I T O R I N G & A N A LY S I S O F S O C I A L M E D I A

Gregory Birgfeld Associate Director,

Social Media Strategy & Analytics

!@gbirgfeld

The viewpoints and opinions expressed in this presentation do not represent

those of my employer

Lascaux Cave paintings estimated to be 17,300 years old.

!Smoke Signals, Frederic Remington (1861-1909)

!

So all we have to do is…. LISTEN, Right?

So all we have to do is…. LISTEN the right way.

A touch more complicated

STORY

Social Media

Twitter

FacebookLinkedIn

YouTube

Instagram

Pinterest

GlassDoor Google+

Flickr

Blogs

Social Media

Advertising

Public Relations

Advocacy

Investor Relations

Professional Organizations

Employees

HR

Customer Service

Executive Leadership

Brand

Brand

Customer

Other Brand

Competitor

Competitor

Other Brand

Other Brand

Other Brand

Other Brand

Persona

A S T H E PA R T I C I PA N T

S O C I A L L I S T E N I N G

S O C I A L L I S T E N I N G : A S A PA R T I C I PA N T

• What are the problems, or what are the activities that revolve around your product/brand?

• Hear the stories that are wrapped around these moments, create a storyline.

• What is the intersection of that story to your brand.

C R E AT E P E R S O N A S

PA R T I C I PA N T L I S T E N I N G

W H AT I S T H E I R D I G I TA L L A N G U A G E ?

PA R T I C I PA N T L I S T E N I N G

A S A B R A N D

S O C I A L L I S T E N I N G

S O C I A L L I S T E N I N G : A S A B R A N D

• What is being said about you now?

• What conversations are you relevant to?

• What terms exist alongside your brand or product?

• What is happening when you're brand is mentioned?

• Who is sharing your content, where, when and why?

The Tuilleries, 20th June 1792

I N T E R N A L L I S T E N I N G

W H O A R E W E , R E A L LY ?

W H O A R E W E , R E A L LY ? : I N T E R N A L L I S T E N I N G

• Understand that your brand is represented by every single employee in your organization.

• Any data around employee interaction is important to understand your brand personality. (HR, Customer Service, Glassdoor, etc)

• The value of promoting and supporting your brand community can not be overstated.

W H AT I S O U R VA L U E ? O U R P E R S O N A ?

R E A C T I N G T O C O N T E N T

James Joyce, Dublin, 1904

C O M PA N Y W I D E M E D I A C R E AT I O N

• Sales

• Marketing

• Investor Relations

• Customer Services

• Human Resources

• Product Development

• Technology

• Charitable/Advocacy

• Current Employees Activities that match Your Brand

B R I N G I N G I T A L L T O G E T H E R

W H AT VA L U E C A N Y O U B R I N G T O T H E I R S T O R Y ?

The Neverending Story, Warner Bros.,1984

I M PA C T O N C O R P O R AT E B R A N D & I N T E R N A L S O C I A L S T R AT E G I E S

M O N I T O R I N G & A N A LY S I S O F S O C I A L M E D I A

Gregory Birgfeld Associate Director,

Social Media Strategy & Analytics

!@gbirgfeld

Thank You