1. Social Media Monitoring & ROI Forum
- “Don’t let the tail wag the dog”
Jeff Carruthers
Managing Director
Resonate Solutions
Twitter: @resonateAU

2. Social media monitoring & ROI:
Don’t let the tail wag the dog…

3. Social media monitoring has failed…?

4. A larger more evolutionary picture…

5. Socially integrated customer data…

6. Socially integrated customer process…

7. Customer feedback explosion…
Closed Loop Feedback
Voice of the Customer
Customer Insight & Action
Net Promoter Score (Relationship/Transactional)

8. Key ingredient #1: Identity

9. Key ingredient #2: Standard Metrics
How likely are you to recommend brand x to your
friends and colleagues?

10. Key ingredient #3: Insights from text

11. Comments in context…

12. Insight & action cycle… now with social media
Listen
Improve Act
Discover

13. What does this mean for social media monitoring?
From known customers to unknown consumers:
Topic/theme/driver alignment or gap
Sentiment/disposition (eg. Inferred NPS)
Social media velocity (topic/individuals/social graph, segments)
One customer view – where identified

14. Key challenge: The quest for identity
Ask via social media!
Ask during a service query
Social media initiated surveys
Competitions & games
Loyalty program updates
Online communities

15. Dog firmly in control of tail…

16. Jeff Carruthers
jeff.carruthers@resonatesolutions.com.au
Ph: 0414 556 244
www.resonatesolutions.com.au