social media monitoring making sense of your digital shado · tips on interacting and responding 1....
TRANSCRIPT
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Social Media Monitoring
Making Sense of your Digital Shadow
Barry Walsh Digital Marketing Executive
Fáilte Ireland Digital Supports Team
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Social media is overflowing with Conversation
#Love Brand
Twitter Trend
Loving the bikes in Dublin
Great Irish Holiday,
Great Food
Where is best
Guinness Galway
Any Suggestion on activity
destinations Europe
Looking for Hotel
Cork Ireland
New 7 star hotel in Japan
Best Place in world to SUP
Like / Dislike
Feedback
Customer experience
insight
Lead
Tastes & Preference
Lead
Competitor News
Trend
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What is Social Media Monitoring?
Active monitoring of social media channels for information about a company or organisation
Involves tracking of various social media content such as blogs, news sites, micro-blogs such as Twitter, social networking sites (Facebook, Pinterest, etc) video, etc...
Listen React Engage
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What should you be tracking?
Campaign specific keywords or hashtags
Keywords to identify potential opportunities (e.g. Buy, Book)
Competitor names
Brand / Company name
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Listen for Opportunities
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How things can go from bad to worse!
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Social Monitoring Examples
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Social Monitoring Examples
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Turn a Negative into a Positive
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Tips on Interacting and Responding
1. Respond to Feedback Both Negative and Positive
2. Be Proactive, Versus Reactive
3. Be as Transparent as Possible
4. Don't Always Jump In
5. Follow Back and Interact
6. Use the Social in Social Media
7. Create Brand Awareness
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Social Media Monitoring Tools
Search Track Analyse
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Social Media Monitoring tools
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FREE TOOLS
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Google Alerts
Google Alerts are emails sent to you when Google finds new results that match your search term (e.g. web pages, newspaper articles, blogs) You can use Google Alerts to monitor anything on the web
www.google.com/alerts
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1
Likelihood that your brand is being discussed
in social media
Ratio of positive to negative Mentions
Likelihood of repeat mentions
Measure of the range of influence (no of unique
authors divided by total no of mentions)
www.socialmention.com
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Search hashtags across networks, including Twitter, Instagram, App.net and Facebook
www.tagboard.com
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Cost: Free for monitoring up to 5 platforms (Facebook, Twitter) Paid version starts at approx. €7.50 a month, Enterprise is costed per user
www.hootsuite.com
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Why use paid tools?
1. Better Reports
2. Analysis
3. Segmentation
4. Additional Users
5. Extra Features – Sentiment, Scheduling, Sales Intent etc.
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Cost: Free and Paid Pro plan starts at approx €15.00 per month 50,000 mentions
www.mention.net
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Cost: Free and Paid from approx. €37.00–€370.00 monthly
www.viralheat.com
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How often should I be monitoring?
• Daily – Make it part of your regular routine
• Online Strategy Dependent Platform etc.
• Campaign Dependent Note: Most Monitoring tools provide notification service and in some cases push notifications thus allowing you interact or engage when it matters.
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Reasons for Short Term keyword Monitoring
1. Events 2. Festivals 3. Service or Offer launches 4. Conferences 5. Seasonal Breaks
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What's trending in Dublin now
Event
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Hotel – Rugby International 6 Nations
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Festivals
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Restaurant – Valentines
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Conferences
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Activity/ Attraction – Holiday /Mid Term
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Key Takeaways
Identify the keywords you are going to monitor
Start monitoring using at least one of the tools we mentioned today
Make it part of your daily routine to RESPOND TO EVERY MENTION
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Contact Barry
• Email: [email protected]
• LinkedIn: ie.linkedin.com/in/barrywalshdigitalmarketing
• Twitter: @osdbarry
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WEBINARS
For details on future webinars please visit http://failteireland.webex.com If you want to register for future webinars email [email protected]
Online Resources failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx Courses Available failteireland.ie/Business-Supports/Websupports/Events Online Business Tools failteireland.ie/Develop-Your-Business/Business-Tools.aspx
For any other questions, contact the Business Supports
team on 01-8847762
KEEP IN CONTACT
Fáilte Ireland
88-95 Amiens Street
Dublin 1
Ireland
Lo-Call: 1890 525 525