Social media masters monitoring and measurement

Social Media Monitoring and Measurement by @DrNatalie

[object Object],[object Object],[object Object],Then the real-time demo… #smm2011 @DrNatalie

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR, Marketing, Customer Service, Production Development, Engineering, etc… #smm2011 @DrNatalie

History give us perspective to see future opportunities… Source: http://www.buzzmachine.com/archives/cat_dell.html Dell Hell: it started with a post

DELL SUCKS. DELL LIES. PUT that in Your Google and smoke it… And it gained momentum… #smm2011 @DrNatalie

And led to dedicated haters… Source: http://www.buzzmachine.com/archives/cat_dell.html #smm2011 @DrNatalie

What was / is social media? #smm2011 @DrNatalie

Go back in time… People were predicting this… There would be… A place in time…. Where the customer would in charge of the message … And there would be an enabling technology… We are here now… This is your opportunity!!!! #smm2011 @DrNatalie

[object Object],[object Object],[object Object],[object Object],Go back further… Many scholars had advocated to listen to customers, employees, partners.. #smm2011 @DrNatalie

What’s new? NOT customer upset. The customer now influences one to many … The impact? Companies must listen… Source: FastCompany.com and BusinessWeek.com Does word of mouth Matter? Ask Tony and Alfred… #smm2011 @DrNatalie

What’s given fuel to the fire? The press has taken up the cause… Source: FastCompany.com and BusinessWeek.com #smm2011 @DrNatalie

Customer uses social media (youtube.com) to vent their frustration… The story ends up on CNN… Wolfe Blitzer’s… The Situation Room… Source: Youtube.com and CNN.com #smm2011 @DrNatalie

Where does the ROI come from? Where Does the ROI Come From? #smm2011 @DrNatalie

Mary Ellen and iRobot… #smm2011 @DrNatalie

Mary Ellen began listening…. ,[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

Mary Ellen took charge of the social customer interactions…. The CEO appointed her the lead on social customer interactions interactions… #smm2011 @DrNatalie

… the results were a complete business transformation… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

Where is your company on the social media adoption curve? 5 Adopted from: Everett Roger’s Diffusion of Innovation & Geoffrey A. Moore’s Crossing the Chasm #smm2011 @DrNatalie Early Majority 34% Late Majority 34% Early Adopters 13.5% Laggards 16% Innovators 2.5% To be a leader in your field, your company must CROSS THE CHASM Social Media Adoption Curve*

TALC S Curve Iowa Corn Research 1927 to 1941 Published 1943 “ Diffusion of Innovations” 4th Edition, Rogers, pg 258 Original Data

To Address The Early Majority… R equires Something Different… 5 Social Media Adoption Curve* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media Adoption Curve* MEASUREMENT & ROI #smm2011 @DrNatalie Early Majority 34% Late Majority 34% Early Adopters 13.5% Laggards 16% Innovators 2.5%

Today’s Classroom Experience http://www.youtube.com/user/ConcurTechnologies#p/u/41/pNX4kiqpO5o #smm2011 @DrNatalie

Question 1: How well does the brand know their target audiences? #smm2011 @DrNatalie

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

Concur’s Top list of Twitter’s Concur; Twitter; 2010 ,[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

Details on the Top Three Tweeters #smm2011 @DrNatalie

#1 Tweeter on Concur Chris Jones is the top tweeter on Concur. Chris Jones is a Network Engineer. The CCIE is a designation that stands for someone who has been certified as a Cisco Network Internet Expert in topics like routing and switching, security, storage networks… It is the highest level of technical networking certification offered by Cisco. http://www.cisco.com/web/learning/le3/ccie/index.html Is Chris Jones part of Concur’s target audience? #smm2011 @DrNatalie

#1 Top Tweeter on Concur Here is Chris Jones’s website. As a network engineer, Chris is interested in whether the technology infrastructure (computer systems for a company) don’t go down very much. The name of his website, 3Fives, is an indicator that his passion is around the percentage of time the computer network is up. In looking at the topics he writes about on his blog, he does not list Concur, expenses as category. When you search on his blog on the words: “concur” or “expense reports,” there are no posts that include these words. With respect to a target audience, would you consider Chris Jones an influencer or advocate target of Concur or Breeze? #smm2011 @DrNatalie

#2 Top Tweeter on Concur This is the 2 nd top tweeter for Concur. This twitter profile does not provide much information about the tweeter. They are not following anyone. They do not have a lot of followers. The topics that this tweeter tweets about is not really on target for Concur. Would you consider @htcdrioderis a target audience for Concur? Why or why not? #smm2011 @DrNatalie

#3 Top Tweeter on Concur These tweets range from: 1. Sending out marketing messages 2. Answering customer questions 3. Getting customer feedback and 4. Acknowledging praise . This twitter handle, @ConcurInc, is one of the two twitter handles that the company uses #smm2011 @DrNatalie

Example of SMB Expert This is an article in the Wall Street Journal that quotes a SMB Blogger and Author of a book, “Small Business Cash Flow.” Is this the type of influencer or advocate that Concur would benefit by engaging? http://online.wsj.com/article/PR-CO-20100921-904294.html #smm2011 @DrNatalie Would a list of people like this expert be beneficial to Concur? What about the WSJ reporter? Might this be a good person for Concur to engage?

Example of SMB Expert: Denise O’Berry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie When you compare @densieoberry to @htc_driod_eris to @ccie25655 Who is a better match as an advocate or influencer for Concur? What would the value be to Concur if they had a list of people like Denise that got behind Concur and Concur Breeze?

Denise O’Berry’s Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

Question 2: What is the sentiment of the target audiences toward the brand? #smm2011 @DrNatalie

[object Object],[object Object],Please choose the ONE answer (A-E) that best represents what the target audience’s sentiment about the brand: ___ A. The brand is not aware of the general sentiment toward the brand. ___ B. The brand has monitored the general sentiment and knows whether it is positive, negative, neutral or balanced, but they have not measured the sentiment of the target audiences. ___ C. The brand has not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced), but it has also monitored the sentiment of all the target audiences. ___ D. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced), PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands and has engaged with the target audiences. ___ E. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced), PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands, has engaged with those audiences, such that target audiences now express preference for the brand in the market on a regular basis PLUS has defended the brand publicly, PLUS has helped turn badvocates around. #smm2011 @DrNatalie

Concur Twitter Sentiment #smm2011 @DrNatalie

Blog Sentiment #smm2011 @DrNatalie

Question 3: Who has the largest share of voice? #smm2011 @DrNatalie

[object Object],[object Object],Please choose the ONE answer (A-E) that best represents what the brand is currently doing around gaining the core audience share of voice compared to their competition: ___ A. The brand is not aware of the share of voice with respect to their competitors. ___ B. The brand has measured the share of voice with respect to their competitors, but not with respect to the brand’s target audiences. ___ C. The brand has measured the share of voice for the target audiences with respect to their competitors. ___ D. The brand has measured the share of voice for the target audiences with respect to their competitors PLUS has measured the share of voice for the influencers within its target audiences PLUS does some outreach to the audiences to increase share of voice. ___ E. The brand has measured the share of voice for the target audiences with respect to their competitors PLUS has measured the share of voice for the influencers within its target audiences PLUS uses audience segmentation data from the key target audience analysis to understand the values, needs, behaviors of those audiences, where they live on and offline, etc… PLUS uses all of the information above to make decisions about how, when and where to reach out to them PLUS reach out to them on an ongoing basis to increase the share of voice. #smm2011 @DrNatalie

Twitter Share of Voice and Volume #smm2011 @DrNatalie Expensify has the largest share of voice Is that competitive analysis your business needs?

Blog Share of Voice / Demographics by Country #smm2011 @DrNatalie Expensify has the largest share of voice Is that competitive analysis your business needs? Rearden has the largest share of voice in the USA

Question 4: What is the sentiment of the brand compared to its competitors? #smm2011 @DrNatalie

[object Object],[object Object],Please choose the ONE answer (A-E) that best represents the sentiment of brand’s target audience’s compared to its competitors: ___ A. The brand is not aware of the sentiment of their brand in comparison to their competitors. ___ B. The brand has measured sentiment of their brand in comparison to their competitors. ___ C. The brand has measured sentiment of their brand in comparison to their competitors for their target audiences with respect to their competitors. ___ D. The brand has measured the sentiment for the target audiences with respect to their competitors PLUS has measured the sentiment for the influencers within its target audiences PLUS does some outreach to the audiences to increase positive sentiment. ___ E. The brand has measured the sentiment for the target audiences with respect to their competitors PLUS has measured the sentiment for the influencers within its target audiences PLUS does some outreach to the audiences to increase positive sentiment PLUS uses audience segmentation data from target audience analysis to understand the values, needs, behaviors of those audiences, where they live online and offline PLUS the brand uses that information to reach out to them on an ongoing basis to increase positive sentiment. #smm2011 @DrNatalie

Blog Sentiment by Comparison #smm2011 @DrNatalie KDS and Expensify has the most negative blog sentiment Is that competitive analysis your business needs?

Now let’s look at Benchmark data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#smm2011 @DrNatalie

2010 8 states in US 2011 12 states in US Added NY, MI… Worldwide Geographical Data #smm2011 @DrNatalie

2010 2011 Twitter Buzz Graph #smm2011 @DrNatalie

2010 2011 Twitter Volume #smm2011 @DrNatalie

2010 Concur Introduces Concur Breeze for Mobile Devices #smm2011 @DrNatalie

2011 Inc. Magazine: Concur & TripIt Want to Make Travel Easier #smm2011 @DrNatalie

2010 2011 Twitter Phrases by Volume #smm2011 @DrNatalie

2010 Concur Twitter Sentiment #smm2011 @DrNatalie

2011 Concur Twitter Sentiment #smm2011 @DrNatalie

2010 2011 Competitive Analysis Twitter Volume #smm2011 @DrNatalie 2010 2011 Expensify 41.5% 35.1 % Rearden 32.7% 15.8% Egenica 13% 32.2% Concur 11% 14% KDS Travel 1.6% 0%

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Thank you! @drnatalie [email_address] 310-910-1542 http://www.best-of-web.com/pages/080508-201547-959007.html

Social media masters monitoring and measurement

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