smwf meltwater buzz & cell c present social media monitoring for sm strategy
DESCRIPTION
ere is the presentation I gave with Kelvin Jonck from Cell C at the Social Media World ForumI presented a brief and basic overview of how to use Social Media monitoring to help you shape and define your social media strategy.Kelvin talks practically about how Cell C (major telco provider) use monitoring to help them run their Social BusinessCape Town ICC - June 1st 201TRANSCRIPT
Mike Anderson Area Director, Meltwater UK & Africa
@mikeander &
Kelvin Jonck Online Marke<ng Manager, Cell C
@kelvinjonck
Founded: 2001 in Oslo, Norway with $15,000
Privately owned Headquarters: San Francisco, California Employees: 850+ Customers: 22,500+ Core business – SaaS solutions
Social Media Cloud Computing Talent Management Press Outreach
Strong top line growth since inception Consistently cash flow positive from day one Non-institutionally funded
New businesses Financials
Company Overview - Meltwater Group
What is Meltwater Buzz?
• Listen
• Analyze
• Engage
Why should we care in South Africa?
4m 1m
10th most popular site 50%
Meltwater Future of Content Survey
• 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 at all Important 3%
Hmmm… How do I get started? - 5 straightforward tips
1: Start listening in
2: Define why
3: Strategy - Choose the channels that suit your ”Why”
4: Engage
5: Measure your Social Media ROI and evaluate
Why it matters …from a client perspective
Kelvin Jonck Online Marketing Manager Cell C
Cell C’s Social Media Objectives
• Establish engaged communities of customers and potential customers • Listen to and gauge the sentiment of the active communities and abroad
• Include our communities in our Cell C experience and growth • Support wider CRM strategy • Allow our base to communicate with Cell C in their own comfort zones • Drive awareness of products, promotions and services
Cell C’s social media strategy:
• Commit to a presence on major platforms and continually evaluate new platforms where customers converse • Measure responses to key Cell C actions • The Genie approach
• Report back to stakeholders.
• Allow Social Media to change the way Cell C does business
How does Cell C use Online Monitoring? Listen:
• Positive & negative feedback
• Crowd-sourcing of product/service ideas • Crisis comms alert network
Analyse & Report:
• Track brand and product reputation
• Competitor comparisons
• Actionable insights Action:
• Feed insights into Research mix
• Engage constantly, resolve queries
• Feed ideas into Product development
Support
Communica.ons Marke.ng
The Cell C Social Media Collaborative
Social Media
Ringleader
Direct Marke<ng
Digital Marke<ng Agency
Research
PR Team
Network Team
Customer Service
Q & A