http://spiral16.com Social media monitoring is becoming a critical part of the equation that many businesses rely on to stay competitive but some companies are confused about how to monitor for their specific needs. B2B marketers have an especially hard time with this. Additionally, B2B monitoring is quite different from B2C social media monitoring. This presentation is designed to focus on effective B2B monitoring tactics and strategies and how you can implement them in your organization.
2. Why Social Media Matters:
• An average of 900,000 blog posts a
day
• There are over 3.4 million English-
language Wikipedia entries today
• 4-6 Million tweets an hour on
average
• Over 30 Billion pieces of content
(videos, notes, status updates,
pages) shared on Facebook in a
month
• Google has over 1 trillion unique
urls in its index
3. Not Monitoring Social Media?
What are you missing?
• Unfiltered feedback from potential
customers via product information
and reviews
• Untapped communities who are
passionate on your subject or service
• Current and potential brand evangelists
• Vital information about how your brand is
perceived
• Competitive business intelligence
5. B2C Online: Why it Works
• Adult consumers turning more
and more to the Internet as a
primary source of information
about products and services
they are interested in
• Culture encourages and fosters
sharing of opinions and points
of view
• Barrier-less communities mean
more people can connect
around shared passions
• Consumers have come to
expect engagement from
brands and brand agents
6. B2B: A Different Set of Challenges
• Business privacy issues may prevent potential
customers from identifying themselves.
• Specialized industries often mean communities
are smaller and more difficult to discover.
• Regulatory issues can make brands hesitant to
engage consumers directly.
• The discussions around B2B concerns are often
anchored in language that is difficult to sift
through.
7. Solving the Challenge Requires:
• A monitoring solution that can
measure the relevancy and
influence of a topic, not just an
author
• Specialization in understanding the
language of B2B, and how to sift
content from noise
• Control over how much or how
little information you receive in
order to tailor resource-aware
strategies
• Charting and visualization tools that
render disparate data sets into
actionable intelligence
8. What Data Matters?
• Semantic Results: Are you and customers
speaking the same language?
• Sentiment: Is the language around your topic
positive, negative, or neutral? Does that
sentiment come from you? Or from your
audience?
• Volume/Frequency
• Where does it live?
9. Case Study: 3PL Brands
Arends, Inc. asked us to look at discussion
around key players in the shipping and logistics
space:
Hub Group
Union Pacific
C.H. Robinson
J.B. Hunt
Schneider National
• Where does their information live?
• What is the sentiment around each
brand?
• What is the language being
broadcast?
• Do they control their message?
10. Where Do They Live?
Examine where
information resides.
Discover how
effectively a brand is
broadcasting.
Does the brand control
their message?
Use site types to predict what types of information a
customer or prospect is more likely to discover on their own.
Tailor communication strategies to target places where
conversation already occurs.
C.H. Robinson
11. Where Do They Live?
Examine where
information resides.
Discover how
effectively a brand is
broadcasting.
Does the brand control
their message?
Use site types to predict what types of information a
customer or prospect is more likely to discover on their own.
Tailor communication strategies to target places where
conversation already occurs.
J.B. Hunt
12. Where Do They Live?
Examine where
information resides.
Discover how
effectively a brand is
broadcasting.
Does the brand control
their message?
Use site types to predict what types of information a
customer or prospect is more likely to discover on their own.
Tailor communication strategies to target places where
conversation already occurs.
Schneider National
13. Where Do They Live?
Examine where
information resides.
Discover how
effectively a brand is
broadcasting.
Does the brand control
their message?
Use site types to predict what types of information a
customer or prospect is more likely to discover on their own.
Tailor communication strategies to target places where
conversation already occurs.
Union Pacific
14. Where Do They Live?
Examine where
information resides.
Discover how
effectively a brand is
broadcasting.
Does the brand control
their message?
Use site types to predict what types of information a
customer or prospect is more likely to discover on their own.
This allows companies to tailor communication strategies to
target places where conversation already occurs.
Hub Group
15. Understanding Sentiment
Compare the sentiment around each brand.
Understand how information may influence customers
and how the brand is perceived.
16. Semantic Analysis:
Break down the language around each brand.
Discover what terms the brands are broadcasting and the
terms customers are likely to use.
17. Semantic Analysis:
Break down the language around each brand.
Discover what terms the brands are broadcasting and the
terms customers are likely to use.
18. Semantic Analysis:
Break down the language around each brand.
Discover what terms the brands are broadcasting and the
terms customers are likely to use.
19. Semantic Analysis:
Break down the language around each brand.
Discover what terms the brands are broadcasting and the
terms customers are likely to use.
20. Semantic Analysis:
Break down the language around each brand.
Discover what terms the brands are broadcasting and the
terms customers are likely to use.
22. What we learned:
Hub Group dominates discussion in sheer volume, but
the message being broadcast consists of nothing but
corporate communication and financial material.
It contains little to no information around Hub Group
products and services.
Opportunity:
Re-tool Hub Group’s communication resources to focus
on useful information for clients, not just investors.
23. In Summary:
As more and more customers live online, understanding your own
brand’s share of voice is key to developing and growing successful
• Marketing initiatives
• New business development
• Customer interactions
Social Media Monitoring should supplement and support your
traditional data sets, not replace them.
Integrating Social Media into your business plan (rather than
monitoring as an afterthought) ensures that your efforts support
your overall strategy, not just a tactic.
24. Thank you from
For more information, please visit spiral16.com or
email contact@spiral16.com
Special thanks to the organizers of
Social Tech 2010,
Arends, Inc., and Hub Group for support and
permissions.
Notas do Editor
Blogpost Average: Enough content to fill the New York Times every day for 19 years.
1.6 million of which concerned with the Star Wars universe.
¾) Ah, productivity.
Largest unstructured dataset in human history.
Who/What/Where/When/How
Businesses need to know how it impacts bottom line.
How can information from monitoring social media and the web help your company?
Listening, monitoring is not just for giant consumer brands or Fortune 500 corporations. Businesses of all sizes, industries can gain an edge through monitoring.
We can’t treat B2B like B2C, even though both sides may expect the other to behave the same.
When your target customer isn’t identifying themselves, you need to know what topics lead to you.
Product language can be vague and challenging. Work with a team that can translate your language into searchable terms.
One size does not fit all in regards to data. Find a tool that outputs information in accordance with your resources and ability to act on it.
Understanding is very often a trick of shifting perception to look at familiar things a different way. Variety of reporting ensures there’s more than one way to reach “Ah-Ha”
1)
2)
3) How loud is your message? How often is it repeated?
4) Does your message or audience reside on blogs? Traditional news sources online? Social networks and communities? Or within the realm of general reference?
Full service marketing agency outside Chicago, IL
The questions they wanted answered:
Site Type discussion (Order: HubGroup/C.H. Robinson/J.B. Hunt/Scheider National/Union Pacific)
By examining where information resides, we can discover how well a brand is broadcasting, and whether they control their message.
We can also use site types to predict what types of information a customer or individual is more likely to discover on their own, allowing brands to tailor their communication strategies to take advantage of where conversation already occurs.
Note: Knowing where conversations already resides allows you to skip the often resource-intensive step of building your own portals or communities in the hopes that someone shows up.
Site Type discussion (Order: HubGroup/C.H. Robinson/J.B. Hunt/Scheider National/Union Pacific)
By examining where information resides, we can discover how well a brand is broadcasting, and whether they control their message.
We can also use site types to predict what types of information a customer or individual is more likely to discover on their own, allowing brands to tailor their communication strategies to take advantage of where conversation already occurs.
Note: Knowing where conversations already resides allows you to skip the often resource-intensive step of building your own portals or communities in the hopes that someone shows up.
Site Type discussion (Order: HubGroup/C.H. Robinson/J.B. Hunt/Scheider National/Union Pacific)
By examining where information resides, we can discover how well a brand is broadcasting, and whether they control their message.
We can also use site types to predict what types of information a customer or individual is more likely to discover on their own, allowing brands to tailor their communication strategies to take advantage of where conversation already occurs.
Note: Knowing where conversations already resides allows you to skip the often resource-intensive step of building your own portals or communities in the hopes that someone shows up.
Site Type discussion (Order: HubGroup/C.H. Robinson/J.B. Hunt/Scheider National/Union Pacific)
By examining where information resides, we can discover how well a brand is broadcasting, and whether they control their message.
We can also use site types to predict what types of information a customer or individual is more likely to discover on their own, allowing brands to tailor their communication strategies to take advantage of where conversation already occurs.
Note: Knowing where conversations already resides allows you to skip the often resource-intensive step of building your own portals or communities in the hopes that someone shows up.
Site Type discussion (Order: HubGroup/C.H. Robinson/J.B. Hunt/Scheider National/Union Pacific)
By examining where information resides, we can discover how well a brand is broadcasting, and whether they control their message.
We can also use site types to predict what types of information a customer or individual is more likely to discover on their own, allowing brands to tailor their communication strategies to take advantage of where conversation already occurs.
Note: Knowing where conversations already resides allows you to skip the often resource-intensive step of building your own portals or communities in the hopes that someone shows up.
Note the influence of corporate and reference communication on these charts (financials, negative language required to report, etc)
Transition from Union Pacific to Schneider to JB Hunt to CH Robinson and end on Hub Group (hand-transition between each one).
By breaking down the language around each brand, we can discover what terms both the brands themselves are broadcasting, as well as the terms customers are likely to use.
Transition from Union Pacific to Schneider to JB Hunt to CH Robinson and end on Hub Group (hand-transition between each one).
By breaking down the language around each brand, we can discover what terms both the brands themselves are broadcasting, as well as the terms customers are likely to use.
Transition from Union Pacific to Schneider to JB Hunt to CH Robinson and end on Hub Group (hand-transition between each one).
By breaking down the language around each brand, we can discover what terms both the brands themselves are broadcasting, as well as the terms customers are likely to use.
Transition from Union Pacific to Schneider to JB Hunt to CH Robinson and end on Hub Group (hand-transition between each one).
By breaking down the language around each brand, we can discover what terms both the brands themselves are broadcasting, as well as the terms customers are likely to use.
Transition from Union Pacific to Schneider to JB Hunt to CH Robinson and end on Hub Group (hand-transition between each one).
By breaking down the language around each brand, we can discover what terms both the brands themselves are broadcasting, as well as the terms customers are likely to use.
By rendering the pages returned for brands into a 3-dimensional map, we can not only visualize influence, but we can understand how information about the brand clusters online.
Hub Group’s communication unable to out-influence the far, far more prolific financial information being broadcast.
While Hub Group dominates discussion in sheer volume, in truth the message being broadcast consists of nothing but corporate communication and financial material containing little to no information around their products and services.