social media mapping merrimack college
DESCRIPTION
Social Media Mapping - research your audience and map your social graph. This gives you the data you need to produce great content that engages your stakeholders.TRANSCRIPT
Social Media MappingSocial Media Mapping
Visualize your organization’s digital landscape for effective online engagement
Sally Falkow APR
Value of ListeningValue of Listening
Customer Insights R & D New Markets Brand Positioning Competitive Intelligence
Value of ListeningValue of Listening
Create a DashboardCreate a Dashboard
NETVIBES
Customers/ClientsCustomers/Clients• Where are they?
• Who is talking • What are they saying?
• Who are they connected to?
RapportiveRapportive
JournalistsJournalistsTwitter Bio SearchMuckRackCision JournTweetsLinkedIn
Twitter Bio SearchTwitter Bio Search
How to do the Bio SearchHow to do the Bio Search
BloggersBloggersGoogle SearchTop/Best (Category) Blogs
Engage 121Little BirdBlog rolls
CompetitorsCompetitors What are they doing? What are people saying about them? Where are they active online? What have they done that was successful? Any gaps or threats?
InfluencersInfluencers
Opinion Leaders 1 in 10Online Influencers 3 in 10
Amplified voicesFansFollowersFriends
Influencers
EvangelistsEvangelists Know your Passionate Fans Spread the Word Protect the Brand in a Crisis
Brand Brand AmbassadorsAmbassadors
Nurture your evangelistsMake them part of the teamCreate Brand Ambassadors
Mizuno - The Mezamashii Run Project
It is no secret that i am an Asics or Nike Running shoe man.I rarely deviate or try different Brands. A few months ago I tried the MIZUNO – WAVE RIDER 15 and I was very impressed with the shoe. It totally changed my impression of the Mizuno Brand.
I prefer the shorter runs rather than the long ones! I've always been a Nike girl, but since your posts and lots of running experience, I'd love to get my hands on a pair of Mizunos and get back on the path!
This is a blog I like to visit regularly and I got to know that Running Shield’s favorite shoe brands are Asics and Nike. Thus, it was a bit of a surprise for me to read him writing about Mizuno.
My Mizuno shoes arrived in time for me to test them out. You know, on one of the toughest marathon courses in the country. And you know what? They were awesome. So I tested them AGAIN on a trail half marathon the next day. I'm pretty much making them my new trail shoe.
OpportunitiesOpportunities
New MarketsR & DProduct LaunchesGapsCompetitors’ mistakes
Hennessy
DetractorsDetractors
Complainers Organized attacks
79% expect a major crisis within 12 months
More than half think it will be online
Only 54% have a plan 49% of those with a plan still have gaps
Less than half (45%) know who their influential customers are
Digital Crisis ReportDigital Crisis Report
Progressive InsuranceProgressive Insurance
Case of under insured driver policy
Blog postFacebook posts Invited to Today Show
76% could have been avoided (Altimeter Group)
Social Media ThreatsSocial Media Threats
Content StrategyContent Strategy
When you know what people are saying, what they think and feel, who they are connected to and what they are interested in, you can create and publish content that gets results.
1. Set up a cross-discipline social media team 2. Map your social graph3. Discover who is in your graph4. Identify the influencers in each node of the
graph5. Listen to the conversations6. Analyze the information7. Set goals based on what you find8. Publish great content9. Build a supportive community online 10. Measure what matters
TakeawaysTakeaways
Q and AQ and A
Blog: www.proactivereport.com Facebook SallyFalkowDigitalPRTwitter: @sallyfalkowEmail: [email protected]: www.meritusmedia.com