what the tweet is going on?
DESCRIPTION
How social media monitoring can benefit your business - and how to do it successfully.TRANSCRIPT
What the Tweet is going on?
The means of communication
Interpersonal Mass
Social Media
What is social media?
Technology + Communication + Design
Content for unique needs and interests
Interactivity, participation, and modification
in realtime
75% of adult Internet users in the U.S.
use social technology.*
Twitter has grown by more than 3,000% in the past year.
120,000 blogs are launched every day.
Hitwise*Forrester Research 10/08
How big is it?
Are they
talking about your brand?
You BETCHA!!People are talking about you online, whether you are listening or not.
How can
you
control the
message?
You can’t.
And you don’t have a choice –
your brand presence will become social.
… if it isn’t already.
THE POWER H A S
SHIFTED
When it comes to your message, the
consumers are now in the driver’s seat.
Thanks to social technology, they are all connected.
85% believe a company should be
active with customers in social media.
-Cone Research 9/08
93% of Americans believe a company should have a social media presence.
56% feel a stronger connection with companies
they interact with in social media.
Social technologyhas flipped traditional ways of thinking upside
down.
Are you content with being absent? Or will you join the conversation?
Social media is evolving
Relationships - Join a
community
Functionality - Interact
Colonization- Take friends with you
Context- Share information for
personalized content
Commerce- Communities define brands
Jeremiah Owyang, Forrester Research Analyst
Your brand is live 24/7
“Social media doesn’t stop
at 5 p.m.
when typical business hours end.”
- Amy Martin, CEO Digital Royalty
Fast, accurate information is critical to managing your online presence.
Why?
Monitoring your brand is essential to
positive WOM.
You don’t want to end up
like these guys…
“We got blindsided by
two idiots with a video camera and
an awful idea…
- Tim McIntyre, Domino’s spokesman, NY Times article
loyal customers for 10, 15, 20 years… are
second-guessing their relationship with Domino’s,
and
that’s not fair.”
The oldway of marketing uses targeting to persuade and convince.
New media marketing uses engagement to drive preference, increase
loyalty, and encourage evangelism.
How does this help
my customers?
Where do you begin?
Learn how to LISTEN Having accurate information that is relevant to your objectives is the
first step in a successful social media strategy.
Define your objectives…There are no standard social media metrics.
What is important to you?• Improved customer service• Increased brand loyalty• Growth in sales
Go after it.
This will help you define ROI.
Who is talking about you?
Find your authentic fan base
What are they saying?
Where are they saying it?
How it worked…KC Chiefs trade Tony Gonzalez to the Atlanta Falcons
Trade news was No. 4 trend on Twitter
24-hour analysis showed:
53% against
43% for
Begin to ENGAGEYou need to converse with your audience in a language they will respond to.
“New marketing is about the
relationships, not the medium.”
- Ben Grossman, founder & chief
strategist for BiGMarK
There are nearly 1 million blog posts
published every day.
Hitwise, Technorati
117 million blogs are online
now.
Richard Meyer, Internet marketing consultantTechnorati
Social media customer service is
the
new “help” line. - Jason Baer, social media consultant
Time Warner Cable knows within minutes if a customer complains about them online…
They use realtime data and Twitter to respond to and
solve customers’ problems.
Use this information to ACTTake your message directly to customers and let them spread it for you.
Encourage participation and make it easy.Then turn your customers into fans.
- Jason Baer, social media consultant
How it worked…
AMC invited local bloggers to preview their latest theater concept.
Resulted in 96% positive online buzz.
Now AMC holds nationwide blogger events.
Monitor beyond your brand.
Celebrity wattage used to be measured by dated Q scores.
Street credibility is measured by the Davie-Brown Index (DBI).
Phone surveys and online forms are too limited.
Tie your brand to a celebritywho really matters to
your audience.
More accurate cause/deed and passion indices
Whirlpool found no rankings available to help them pick a spokesperson for their
Habitat for Humanity campaign.
The Phoenix Suns monitor their fans’
passion index in near-realtime.
The Suns now react to unpredictable events quickly.
Ad budgets in the millions don’t allow room for a
leap of faith.
Gather transparent competitive intelligence
Learn about• Key competitors• Demographic groups• Audience segments
Social media monitoring is your global
focus group.
Get genuine, honest, and relevant conversation
as it happens.
The process expands and
repeats.
Social Media
is Mass Media
- Jason Baer, social media consultant
