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Geekend: November 5, 2010 Mirror, Mirror: The Social Media Reality Check
Margaret Francis VP Product, Lithium Technologies @margaretfrancis #smm #lithiumtech
Mirror, Mirror: The Social Media Reality Check Social Media can provide an inspiring (and sometimes painful) picture of real world consumer perceptions. Did the customers you targeted in your last campaign really hear your marketing messages? Did they understand them? Are your competitors really who you think they are? And why do customers love (or hate) your product, anyway? Learn how to use free and paid social media intelligence tools that provide real time social media intelligence to calibrate marketing programs and improve customer connections.
The world is changing
The world is changing (do I need to tell you this?)
Hypocrisy
Everyday Hypocrisy
Authenticity
Various Social Media Discovery/ Analysis Apps Free Stuff Klout* Twitalyzer Facebook Insights Social Mention Google Alerts LinkedIn WordCloud Google Alerts Compete* *Paid Versions Paid Stuff Lithium Social Media Monitoring (Scout Labs) Sysomos Radian6 Techrigy/ SM2 Crimson Hexagon
Icerocket Brands Eye Effyis Collective Intellect Backtype Technorati Pidgin Technologies Facebook Social Mention Now Metrix Monitter Spiral16 Linkfluence New Media Strategies JD Power Sysomos Crimson Hexagon Visible Measures Bivings Group CustomScoop Betaworks TweetBeep Attentio Raven Who's Talkin Hubspot Collecta Sensidea Conversition Biz360 Inc. Synthesio YackTrack Brandwatch Sports Media Challenge Crowd Favorite e-CBD Echometrix BuzzNumbers CustomScoop Overtone DNA13 CoTweet Xerocity Design Group Flaptor Frank Westphal OneRiot Inuda Innovations The Search Monitor Twitter Analyzer Converseon PR Newswire Cision Emerge Technology Group Viralheat RepuMetrix Samepoint Glam Media Buzzient BuzzLogic Dow Jones eCairn Attensity Vocus, Inc. Digimind MyFrontSteps Onalytica Market Sentinel Reputation Defender ReputationHQ Macranet Moreover Technologies uberVU Inifinimedia Networked Insights StreamWall Cierzo Development S.L Infegy BuzzStream Web Analytics Demystified iMooty SocialMetrix Expert System White Noise Inc. Nielsen Medimix Mindlab Solutions GmbH Klout MediaMiser Iterasi ListenLogic mReplay TipTop Technologies TraceBuzz ThoughtBuzz JamIQ SWIX Ascent Labs, Inc. MediaBadger Insttant Tweetlytics Overdrive Interactive Statsit Asterisq Kaleidico Bantam Networks Tinval Sistemes S.L. Clipit News Social Agency Inc Looxii RightNow Syncapse Corp Cymfony Whitevector Integrasco AS Topsy Labs New Music Labs BV JitterJam Techrigy BuzzGain Landau Media PeopleBrowsr Buzzcapture B.V. Patch6 AB Noteca Simpleweb Ltd. Socialware New Communication Cyveillance Revinate BrandMetric Jive Software Loudpixel Cognita AG Social Report Sprinklr Brandtology Sprout Social Other Apps / Analysis Tools
Metrics • # Video Views • % YouTube Favorites • % YouTube channel subscribers • % YouTube Video Plays • # of YouTube Channel Comments • # of YouTube video reviews • # slideshare views • # delicious bookmarks • # diggs • # of Blog Mentions • # of Forum mentions • # of Facebook mentions • # of Twitter mentions • # @mentions • # of reviews mentions • # of comments • Positive : Negative Mentions for any channel • # Twitter followers • Twitter Follower-Rate • # reviews • # stars in reviews • Thread size • Unique contributors • Unique commenters • # Facebook fan pages • # Facebook fans • Facebook Fan Rate • Facebook Likes • Email Open Rate • Email Click Rate • Email Forward rate • Email opt-out rate • # of Email subscribers • # of SMS subscribers • Clicks/ CTR • Impressions • Traffic • Reach • Registration • Opt-in • Page views • Visit/session length (% site visits > 60 secs) • Click path analysis • Eye tracking studies • #/% Downloads • Changes in SERP results/ rankings • Earned/ Owned traffic • Inbound links
Inspiration
Eliminate hypocrisy Be authentic Admit inspiration
Thanks for listening. Margaret Francis VP Product, Lithium Technologies @margaretfrancis #smm #lithiumtech

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Geekend 1 04 10 m francis

  • 1. Geekend: November 5, 2010 Mirror, Mirror: The Social Media Reality Check
  • 2. Margaret Francis VP Product, Lithium Technologies @margaretfrancis #smm #lithiumtech
  • 3. Mirror, Mirror: The Social Media Reality Check Social Media can provide an inspiring (and sometimes painful) picture of real world consumer perceptions. Did the customers you targeted in your last campaign really hear your marketing messages? Did they understand them? Are your competitors really who you think they are? And why do customers love (or hate) your product, anyway? Learn how to use free and paid social media intelligence tools that provide real time social media intelligence to calibrate marketing programs and improve customer connections.
  • 4. The world is changing
  • 5. The world is changing (do I need to tell you this?)
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  • 21. Various Social Media Discovery/ Analysis Apps Free Stuff Klout* Twitalyzer Facebook Insights Social Mention Google Alerts LinkedIn WordCloud Google Alerts Compete* *Paid Versions Paid Stuff Lithium Social Media Monitoring (Scout Labs) Sysomos Radian6 Techrigy/ SM2 Crimson Hexagon
  • 22. Icerocket Brands Eye Effyis Collective Intellect Backtype Technorati Pidgin Technologies Facebook Social Mention Now Metrix Monitter Spiral16 Linkfluence New Media Strategies JD Power Sysomos Crimson Hexagon Visible Measures Bivings Group CustomScoop Betaworks TweetBeep Attentio Raven Who's Talkin Hubspot Collecta Sensidea Conversition Biz360 Inc. Synthesio YackTrack Brandwatch Sports Media Challenge Crowd Favorite e-CBD Echometrix BuzzNumbers CustomScoop Overtone DNA13 CoTweet Xerocity Design Group Flaptor Frank Westphal OneRiot Inuda Innovations The Search Monitor Twitter Analyzer Converseon PR Newswire Cision Emerge Technology Group Viralheat RepuMetrix Samepoint Glam Media Buzzient BuzzLogic Dow Jones eCairn Attensity Vocus, Inc. Digimind MyFrontSteps Onalytica Market Sentinel Reputation Defender ReputationHQ Macranet Moreover Technologies uberVU Inifinimedia Networked Insights StreamWall Cierzo Development S.L Infegy BuzzStream Web Analytics Demystified iMooty SocialMetrix Expert System White Noise Inc. Nielsen Medimix Mindlab Solutions GmbH Klout MediaMiser Iterasi ListenLogic mReplay TipTop Technologies TraceBuzz ThoughtBuzz JamIQ SWIX Ascent Labs, Inc. MediaBadger Insttant Tweetlytics Overdrive Interactive Statsit Asterisq Kaleidico Bantam Networks Tinval Sistemes S.L. Clipit News Social Agency Inc Looxii RightNow Syncapse Corp Cymfony Whitevector Integrasco AS Topsy Labs New Music Labs BV JitterJam Techrigy BuzzGain Landau Media PeopleBrowsr Buzzcapture B.V. Patch6 AB Noteca Simpleweb Ltd. Socialware New Communication Cyveillance Revinate BrandMetric Jive Software Loudpixel Cognita AG Social Report Sprinklr Brandtology Sprout Social Other Apps / Analysis Tools
  • 23. Metrics • # Video Views • % YouTube Favorites • % YouTube channel subscribers • % YouTube Video Plays • # of YouTube Channel Comments • # of YouTube video reviews • # slideshare views • # delicious bookmarks • # diggs • # of Blog Mentions • # of Forum mentions • # of Facebook mentions • # of Twitter mentions • # @mentions • # of reviews mentions • # of comments • Positive : Negative Mentions for any channel • # Twitter followers • Twitter Follower-Rate • # reviews • # stars in reviews • Thread size • Unique contributors • Unique commenters • # Facebook fan pages • # Facebook fans • Facebook Fan Rate • Facebook Likes • Email Open Rate • Email Click Rate • Email Forward rate • Email opt-out rate • # of Email subscribers • # of SMS subscribers • Clicks/ CTR • Impressions • Traffic • Reach • Registration • Opt-in • Page views • Visit/session length (% site visits > 60 secs) • Click path analysis • Eye tracking studies • #/% Downloads • Changes in SERP results/ rankings • Earned/ Owned traffic • Inbound links
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  • 33. Thanks for listening. Margaret Francis VP Product, Lithium Technologies @margaretfrancis #smm #lithiumtech

Notas do Editor

  1. Inconsistency between the values you claim and the values you exhibit How do you guard against hypocrisy? Put the customer first
  2. Nordstrom- service Kohl’s- value Nook- titles AT&T- coverage
  3. Nordstrom- service Kohl’s- value Nook- titles AT&T- coverage
  4. Nordstrom- service Kohl’s- value Nook- titles AT&T- coverage
  5. Comcast Kindle Citi Kohl’s PigglyWiggly
  6. Local Drycleaner/ Yelp review that’s great Netflix: You’re going to need some quantitative help sorting through it all Here’s a coke brand with almost no mentions: tea
  7. You don’t need a vendor You need to remember to stop and do a 360 look Is that toilet paper stuck to my shoe? I wonder what my hair looks like in back? Do these pants make me look fat? Is that thinning on top? It’s not just the content you are finding it’s the interpretation
  8. Metrics are about the scaling up of insight
  9. I wish that….. Apple Zappos Netflix- cancel cable Whole Foods- soy, yogurt, oatmeal
  10. Whole foods
  11. kindle
  12. netflix
  13. Is social media success a XYZ or an effect? Both. Experience with the product is in part our experience through the community Delicate dance of expectation setting Also evidence of the experiences of others Is social media success a XYZ or an effect? Both. Experience with the product is in part our experience through the community Delicate dance of expectation setting Also evidence of the experiences of others