The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketing problems that produce ROI
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The document discusses a methodology for quantifying social media data for consumer insights. It involves developing a social media measurement framework by identifying relevant search terms, benchmarking conversations, and extracting target data sets. Demographic data is then analyzed and refreshed quarterly to develop a social media scoring model that can provide ongoing tracking of key themes over time for strategic decision making.
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The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketing problems that produce ROI
- 1. Social Media Monitoring and ROI Turning data into insights, and insights into outcomes
- 2. Agenda BREAKFAST Introductions (9:00 – 9:15) Self Assessment / Objective Sharing (9:15 – 9:45) Social Media Maturity Model (9:45 – 10:30) Selling Social Media (10:45 – 12:30) LUNCH Case Study: Crisis Management (1:00 – 2:00) Case Study: Applied SMM (2:00 – 3:30) Group Assessment / Applied Learning (3:45 – 4:45) Wrap-up (4:45 – 5:00) DRINKS!
- 3. About The Speaker Marcus Tewksbury is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Today, Marcus focuses on strategic development for Alterian, an integrated marketing platform provider, where he advises key partners on messaging, launching, selling, and delivering data driven marketing solutions. In this role he also initiates and develops relationships with net new logos while building storylines and definitions for new Alterian offerings. Over his career he has successfully launched dozens of products that have generated millions in revenue and been adopted by brands like Baxter, Coach, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Tower Records, ULTA, Walgreens, and Wal-Mart. Marcus Tewksbury Principal, Alterian Marcus is a frequent speaker, having appeared at events for the American Marketing Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association (DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology Association (ITA). His writing and presentations have appeared or been cited in numerous publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing Association (WOMMA). He has also been a guest lecturer at numerous universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York. More on Marcus’s thought leadership can be found on his award winning blog http://themarketingmojo.com.
- 5. Course Objectives State of the industry Best-practice case studies Reusable content and examples Framework for selling ideas internally Actionable input into classes’ real world scenarios Valuable networking opportunity
- 7. Social Media Maturity Model Breaking down social media into specific disciplines
- 10. Evolved into Disciplines Search Email Web Display
- 11. Social is adapting fast…
- 12. Social is adapting faster 1. Syndication 2. WOM Campaign 3. Community 4. Listen / Measure
- 13. Building block of social media intelligence Domain Terms Handle Location Followers Date Post
- 15. SURVEY
- 17. Vendor Focus PR Media Product MR
- 18. VENDOR ANALYSIS
- 19. Selling Social Media Connect with stake holders and communicate value
- 20. Rolling out the “red” carpet…
- 21. "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.“ - Dale Carnegie
- 23. There are no ugly babies…
- 24. .. Focus on their needs
- 25. Where does it hurt?
- 26. Suspect Profile Priorities: KPI’s: 1. Maintaining revenue levels • Circulation 2. Reducing circulation costs by mailing less • Cost per 3. Create new revenue opportunities with triggered • Store over Store Revenue responses • Member / Non-Member Basket 4. Increasing response rates by leveraging new • Turn time channels 5. Improving the customer experience by reacting to their preferences 6. Build customer loyalty by delivering individualized communications 7. Demonstrating financial contribution Titles: Budget • Director of Marketing Database Some likelihood this group will struggle to get incremental • Senior Director, Circulation and Forecasting budget for capital projects. Much of funding is likely • Senior Director, Business Analytics to come from cost savings generated by evolving them off of traditional list processing in terms of • Director of Application Development more efficient physical mailings and enablement of • Marketing Database Manager cheaper channels. • Senior Circulation Manager With exception, they aren’t going to be top of mind from • Director of CRM an investment perspective.
- 27. Suspect Profile: “Spinners” (PR/Corporate Marketing) Titles & Organizational Roles •Senior Business Systems Consultant, Social Media & Digital Strategy (Corp.) – Drove process, evaluation, feedback from stakeholders and decision-makers, etc. •Director, Corporate Public Affairs (Corp.) – key stakeholder for corporate reputation; owned budget •Director, Social Media & Portals (Business Unit) – key stakeholder from product group; owned budget Top Concerns (Why we were in the room) •Corporate reputation monitoring •Adverse Events (AE) notification and reporting for drug therapies Budget Timing 3-month paid pilot •From RFP to pilot 2 crisis management interventions •Pilot took 3 months Competitive Interests (What can steal budget?) How we got into the room •SM Monitoring companies •RFP out of 17 vendors •Marketing/Digital Agencies •Won on strategic listening POV •3-month paid pilot •Engagement extended Applicable verticals •Pharmaceutical; Healthcare
- 28. Suspect Profile: __________________ Department & Title 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Common Problem (Why are they approach you? You them?) 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Stakeholder KPI’s (What are their goals? What drives their compensation?) 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Timing (Do they face any critical milestones? When do things have to be delivered?) _________________________________________________________________ Budget (How much do they have to spend? Do they need buy-in from others?) 1. ____________________________________________________ 2. ____________________________________________________
- 29. Tell a story…
- 30. People don’t buy tools Alterian Social Media Engagement Solutions
- 32. Breakthroughs can redefine the problem “If I had listened to what my customers wanted, I would have bred a faster horse.” -Henry Ford
- 33. Solution Definition: __________________ Problem Solved (No cure-alls. Should be very specific on the problem solved.): 1. ______________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Answers (How do you solve the problem? Should address the root cause.): 1. ____________________________________________________ ____________________________________________________ 2. ____________________________________________________ ____________________________________________________ Benefits (What will the stake holder gain from this solution ): 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Reference Stories (Nobody wants to go first. What precedent can you site?): ______________________________________________________ ______________________________________________________ ______________________________________________________
- 34. Solution Definition: __________________ Monetization (How will you argue the value created?): Demonstration (Need to make message vivid. How can paint the mental picture?): Elevator Pitch (How can you rapidly and concisely convey the value in your solution?): ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________
- 35. Establish a plan of attack
- 36. Present a compelling argument PCAN Model Define the Problem State the Cause Present your Answer Argue the Net Benefits
- 37. Use the power of the pack
- 38. Recognize the “unwritten” Hierarchy
- 40. When is 2% not 2%?
- 41. When it translates to 5X $ 10,948,054 VS. $ 2,154,516
- 42. The Story of a Tiger
- 43. Tiger Woods’ “massive” decline was only 2% 2009 2010 % Difference 298.4 Driving Distance 292 2.14% 64.29% Driving Accuracy 63.19% 1.71% 68.46% Greens in Regulation 67.01% 2.12% 1.743 Putting Average 1.781 -2.18% 4.15 Birdie Average 4.06 2.20% 68.05 Scoring Average 69.65 -2.35% 28.44 Putts per Round 29.07 -2.22%
- 44. 6 Steps to Selling Your Idea 1. Identify your core audience 2. Diagnose their most pressing pain 3. Define an outcome driven solution proposition 4. Design a multistep plan of attack (PCAN) 5. Use the power of the pack 6. Monetize the solution
- 45. LUNCH
- 46. Crisis Management What to do when it hits the fan
- 47. About The Speaker Jim Reynolds is a seasoned sales executive who has specialized in early stage start up’s. Throughout his career he has identified early stage companies with cutting edge technology and taken it to broad set of fortune 500 clients. With BlueTie, an email hosting company, he created a channel distribution model and eventually recruited over 500 channel partners and increased revenue for the division from less than a quarter million to more than 2.5 million over a two year period. Some of his marquee clients included Genworth Financial, Remax, Coldwell Banker’s, and distribution relationships with Ingram Micro. Jim was recruited to do the same for Techrigy. Within a year Jim increased Techrigy’s client base by 1500%. Some of his marquee clients include Microsoft, Google, NASA, PayPal, Edelman, and Ogilvy. Jim Reynolds SMM Guru
- 49. We’ve All Made Mistakes
- 50. • Kenneth Cole Tweeted on February 3rd • 6000% increase in conversation volume • 1 week after volume drops to 3 X normal volume
- 51. • 80% of coverage Negative towards KC • At peak over 90% was negative • Much like volume sentiment levels out
- 53. Reaction & Resolution • Huge Negative Public Reaction • Public Apology Issued via twitter & facebook – VIA CEO Learning • Hashtag Jacking isn’t a brilliant marketing strategy • Don’t assume your audience shares the same humor as you
- 54. • Chrysler Tweet by Agency 3/9 & Fired on 3/10 • 870% increase in conversation volume • Conversation volume is steadily dropping
- 55. • 78% of coverage Negative towards Chrysler • At peak over 85% was negative • Sentiment is slowly leveling out
- 57. Reaction & Resolution • Publically Apology from Chrysler • Rather nice blog post explaining logic why • Employee (via agency) who tweeted was terminated • Agency was then fired Learning • Honesty & Transparency is key • Fast & Swift Response to resolve
- 58. How to avoid being trampled
- 59. HAVE A PLAN How to be trampled on
- 60. Have the Right Team How to be trampled on
- 61. Measurement
- 62. Quantifying SMM For Consumer Insights
- 63. Everything stems from a mention
- 65. Relating to decision makers Financial Competitive •NPV •Market share •IRR •# of Markets •ROI •Brand rank •Margin •Indexes •Revenue •Households •LTV •Reach •NPS Customer •Contribution
- 67. Methodology Demographic Benchmark SSM data set Report development Refresh SSM Demographic Q1 Report development data set Virtual Social Media Data Refresh ethnography: Measurement Analytics: Demographic Q2 Report SSM development Discovery & : Identifying data set learning Theme and extracting validation to a target data ‘define’ target set reaching demographic back over 18 months On-going tracking cycle
- 68. SM2 Searches "cooking for allergies" "mother" and "Fairy Liquid" 1 Diet 1. Children's health ("kids" or "children") and "obesity" "mother" and "Fairy washing powder" 2 Health ("mother" or "mum") and "cleaning" "mother" and "Fairy dishwasher tablets" 3 Household cleaning 2. Domestic issues ("mother" or "mum") and "housework" "mother" and "Gillette" 86 unique, defining search 4 Family group 3. General family issues 10 aggregate categories ("kids" or "children") and "housework" "mum" and "Gillette" terms 5 Health 4. Mothers issues ("kids" or "children") and "chores" "mum" and "Lenor" 6 Back to work "DD" and ("parent" or "family") "mother" and "Lenor" 7 Stay at home "DS" and ("parent" or "family") "mum" and "Max Factor" 8 Work "DH" and "family" and "kids" "mother" and "Max factor" 9 Bullying 5. Universal parenting issues "DC" and ("parent" or "family") "mum" and "Olay" 10 Contraception "mother" and "breast cancer" and "children" "mother" and "Olay" 11 Discipline "daughter" and "cervical cancer" "mother" and "Oral B" 12 Divorce "Mum" and "anxiety" "mum" and "Oral B" 13 Family friendly "mum" and "stress" "mother" and "pampers" 14 Fostering "mother" and "anxiety" "mother" and "Pantene" 15 Holidays "mother" and "stress" "mum" and "pantene" 16 School ("mother" or "mum") and " back to work" "kids" and "pringles" 17 Sex 18 Travel "Stay at home mum" ("mother" or "mum") and "sanitary towel" 19 Work 20 Budgeting "working mum" ("mother" or "mum") and "hair care" 21 Let off steam 6. Social release (“mum” or “mother”) and (“home working” or ("mother" or "mum") and "stains" 22 Socialising “working from home”) 23 Always ultra 7. Target brands "children" and "bullying" "family" and "stain removal" "son" and "bullying" "kids" and "stain removal" 24 Duracell "daughter" and "bullying" "kids" and "washing powder" 25 Fairy "daughter" and "the pill" "kids" and "fabric softner" 26 Gillette ("kid" or "children") and "discipline" ("mother" or "mum") and "skin care" 27 Lenor "Child" and "custody" and "Boyfriend" ("mum" or "mother" or "DH") and "scream" 28 Max factor "Child" and "custody" and "girlfriend" ("mum" or "mother" or "DH") and "rant" 29 Olay "divorce" and "children" and "custody" ("mum" or "mother" or "DH") and "moan" "family" and "friendly" "meeting other parents" 30 Oral b "fostering" and ("children" or "kids") "mother" and "Always Ultra" and "pads" 31 Pampers ("Kids" or "children") and "holidays" "mum" and "Always Ultra" and "pads" 32 Pantene "family" and "holidays" "Managing" and "Family" and "Budgets" 33 Pringles ("kids" or "children") and "tuition fees" "living on a budget" and "children" 34 Feminine hygiene 8. Target categories "Finding" and "Primary School" "Saving money" and "family" and "Kids" 35 Hair care "Finding" and "Secondary School" "mum" and "Duracell" 36 Household cleaning "daughter" and "boyfriend" and "sex" "mother" and "Duracell" 37 Laundry "son" and "girlfriend" and "sex" "mum" and "Fairy Liquid" 38 Skin care "teenager" and "sleeping together" "mum" and "Fairy washing powder" "daughter" and "facts of life" "mum" and "Fairy dishwasher tablets" 39 Technology support 9. Mothers and technology "son" and "facts of life" 40 Alcohol 10. Parenting teenagers "children" and "games" and "car journeys" 41 Depression 42 Drugs "children" and "entertain" and "car journeys" 43 Exams 44 Fostering "working mother" ("mother" or "DH") and "let off steam" 45 Piercing 46 Sex ("mum or "Mother" or "DH") and "scream" 47 Sexualisation 48 Tattoos
- 69. Analytical Process • Ran all keywords and themes for Christmas Period 2010 • Focused on blogs and message boards/forums • Collected 105,000 conversations from a 6 week period – Blogs/Forums/Message Boards (no Twitter or Facebook) – www.mumsnet.com and www.netmums.com - most active sites • In Analytics environment, focused on authors and domains • Created a “Family Score” for each conversation • Identified top 600 females and their top domains • Created a data set of conversations from 600 “Super Mums” for key time periods (summer and holiday seasons) • Tracked activity and categories of conversations for “Super Mums”
- 70. • Relationships • DH (Dear Husband) • Step Parents/ Exes and their partners • Travel • Rules for custody • Social issues • Money • Rules for introducing new • Family friendly • Campaigns & political • Budgeting partners to kids locations lobbying • Offers and deals • Benefits - child and family • Letting off steam • Young people's • Instant outlet • Children’s activities issues • Local is key • Consumer advice • Searching for allies • Women's issues • Seeking recommendation • Seeking emotional • School holiday • Local issues • Purchase locations validation activities • Child specialist purchases across all verticals • Schooling • Working • Exams • Teenage Parenting • Time management • Pressure, Stress • Social and Behavioural Issues • Work Life balance • Revision techniques / Support • Drugs • Returning to work after a career break • Finding a school • Talking to children about drugs • Emotional support • Admissions • Dealing with impact • Legal rights • Bullying • Information • Working practices • Underage drinking • Child care entitlements • Reassurance of moral / disciplinary stance • Risks and impacts of drinking • How to stop / manage kids drinking • • Boyfriends/girlfriends • Setting and enforcing rules • Teenage sex • Safe Sex and Contraception • Teenage pregnancy - fears, coping, • Downtime / Social Time • Technical support • Advice discussing • Funnies & Banter • More confident to • Products to use • Support to challenge situations • Domestic bliss ask peers than • Specialised cleaning needs • Fashion and clothing • Social Gaming professional • Stain removal • Dressing too maturely • Celebrity gossip • Instant help • Health related to cleaning • How to talk to teenagers about it • Fashion and beauty (inc skin and • Security and parental controls products • Risks makeup) • Viruses • Piercing and tattoos • TV and film reviews • Firewalls • Book clubs - reviews and discussions • Selections of PC/Laptops • Selections of games consoles
- 72. Exercise Use the sample data to produce analytical reports for different potential social media stakeholders.
- 73. Group Assessment Building out the Plan of Attack
- 74. For your target
- 75. Let’s map out the influence tree
- 77. Plan meetings and goals Exploration Build Base Discovery Start down the chain. Start to target satellite Don’t approach Begin to collect information. Goal later is to never ask a + influencers. Gather their input and incorporate into + decision maker directly. Look for the entré. +… question you don’t offering. Give them know the answer for. ownership to build support.
- 78. What story does your data tell?
- 79. Wrap Up
- 80. Objective Recap State of the industry Best-practice case studies Reusable content and examples Framework for selling ideas internally Actionable input into classes’ real world scenarios Valuable networking opportunity
- 81. SURVEY
- 82. Social disciplines WOM Syndication Community Applied Insight Soliciting influential Freely distributing Actively foster and Social media serves advocates to go owned content promote as the worlds forth and across earned engagement in greatest virtual proselytize for your networks. Social relevant ethnography. The brand or product. reach drives communities. next doorways are impressions. to applying it in meaningful ways.
- 83. Social is ubiquitous ? CMO Executive Creative FP&A Director CMTO ? ? ? ? ? Insight / Brand / Vendor Research / Online In-store Media Loyalty CRM Management Analytics BI Email ? Planning Database Marketing Analytics Ecommerce ? Print Email Insight Search Display Customer X Social ? TV
- 84. Social is not always well received
- 85. Need to sell your ideas
- 86. Remember the 6 Steps 1. Identify your core audience 2. Diagnose their most pressing pain 3. Define an outcome driven solution proposition 4. Design a multistep plan of attack (PCAN) 5. Use the power of the pack 6. Monetize the solution
- 87. Resources Social ROI Social Strategy • http://womma.org/store/measurement/ • http://themarketingmojo.com • http://about.bzzagent.com/word-of- • http://www.socialnomics.net/ mouth/go/social-media-roi • http://www.collectiveintellect.com/blog/ • http://allthings.womma.org/2010/02/11/g Community Building uidebook/ • http://slideshare.net/conniebensen Media Mix Modeling Social Media Crisis Plans • http://www.networkedinsights.com/down • http://www.web- loads/2011-Oscars-Report-Networked- strategist.com/blog/2010/03/22/prepare- Insights.pdf your-company-now-for-social-attacks/ Social Media Monitoring • http://www.slideshare.net/kamichat/10- • http://sm2.alterian.com (Free) steps-integrating-social-media-into- • www.socialmention.com (Free) crisis-plans • Google Alerts (FREE)
- 88. Questions? THANK YOU! Marcus Tewksbury Principal, Alterian tewksbum@alterian.com +1 312 884 5330 www.twitter.com/tewksbum