monitoring your brand
DESCRIPTION
Telligent presentation from 2009 IMS conference on monitoring your branding in social media.TRANSCRIPT
December 11, 2009 Page 2
Telligent is an enterprise collaboration and community software company
ListenListen to
customer, employees,partners…
MeasureSet KPIs and measure
against clear goals
EngageCollaborate internally
& externally
Telligent helps businesses transform their information
into knowledge and actionable data.
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The Challenge1. Original approach was tool centric
2. No metrics or measurements
3. Desired a platform
Benefits Today1. Consolidated customer community
2. One platform
3. Measure, analyze, and predict
4. Part of the sales process
Social Media Monitoring
ListenMonitor conversations, provide a listening post, and participate in the conversations.
EngageApplications that enable Dell customers to engage with the tool that fits the job.
MeasureUse the data gleaned from the community to improve the experience through-out the customer experience
In social media conversations,
Dell is mentioned
~5,000 times a day
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Why is Analytics Important?
•77% trust family and friends above retailers
•83% of Internet population participates in social media
• 1 out of every 11 minutes online is within a community
• 3 times more likely to trust peers over advertising
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Monitor key discussions
By Source Volatile topics
What are the active topics?
Details by various sources What you didn’t know was important
Are they good or bad discussions?Measure sentiment
• Are these positive or negative mentions?
Not just internally…
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Individual Topic Tracking Topic SourcesTrack an unlimited number of topics Drill down into topic mentions
Sentiment on topic mentionsGood or bad perception?
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User Generated Content
By Application What is popular
Create vs. Edit Application breakdown• See how people are contributing through
different tools
What content is important?• Where are moderators spending time• What content is accessed most frequently
Details by application usage Where are people spending their time?
Easier to edit than to create…
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Track, Measure, and Manage
Track Answer Rates Who are my top answerers?
Track Reply Rates How is content being used?• Answers and replies are different, but both are
useful
Track time-to-solution• Entire site & group level• Measure both best and worst, so you know
where to spend your time
What is the experience for a new user? Who are the users that are helping?
December 11, 2009 Page 9
Who are the Influencers?
Dashboards What type of community…
Influencers and more… 8 Different user type categories
• Influencer, Asker, Answerer, Connector, Originator, Commenter, Spectator, Moderator
You can know your influencers
• Find users, drill into reports
• Break down users by role or by group
Gladwell states, "Ideas and products and messages and behaviors spread like viruses do."
Social Fingerprint™ provides prescriptive viewIdentity trends over time
December 11, 2009 Page 10
Engagement, not just Page Views
Web Analytics Dashboards Traditional Page Views
Visitor Analysis
The language of ROI today
Detailed insight. True engagement.
What the business expects to see (Page Views)
Drill down into the dataExplore and answer the “why”
December 11, 2009 Page 11
Customer Relationship Management
View User Engagements through Web Analytics *Explore web analytics to understand where customers spend their time
* End user analytical data can be anonymized for privacy purposes
Customer? Prospect? Expert?Explore and answer the “why”
Drill into web sessionsExplore and answer the “why”
December 11, 2009 Page 12
Monitor, measure, and improve
• Social media should be monitored
• Great information source about product and brand
Social Media Collaboration
• Invest in collaboration with customers, partners (ROI)
• Participate in social media (Facebook, Twitter, etc.)
What is your collaboration strategy?
• Telligent provides the platform and analytics
• Bottom-line ROI to the business
Summary
December 11, 2009 Page 13
©2009 Telligent Systems, Inc. All rights reserved. Telligent and its symbol are registered trademarks or trademarks of Telligent Systems, Inc. Other company and product names mentioned herein are property of their respective owners. The contents of this publication are subject to change without notification and are the property of and cannot be reproduced without the written permission of Telligent . The contents of this publication are not a commitment by Telligent to provide the features and benefits described.