social media monitoring: everybody's talking! are you listening

Everybody’s Talking! Are You Listening?

How Social Media Technology Brings Online Conversations to You

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Social Strategist@JeffreyLCohen

The B2B Social Media Book

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The Great Divide

250 million tweets/day

Volume of Conversations

1.5 billion posts/day

Volume of Conversations

Billions of blogs,

comments,communities

Volume of Conversations

@JeffreyLCohen

Monitoring the volume of social mentions requires people or technology.

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Three Phases of Monitoring• Listening• Measuring• Engaging

Brand and Product Mentions

Listening

Discover Signal from Noise

Listening

Monitor Competitors and Industry

Listening

Finding Influencers

Listening

Set a Goal

Measuring

Connect with Business Goals

Measuring

Measure what you can Move

Measuring

Respond to Questions

Engaging

Share Valuable Content

Engaging

Track Activities

Engaging

@JeffreyLCohen

Successful monitoring requires actionable goals that can be measured.

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Advice and Recommendations

Building Healthier Online Communities

Discover Content and Recommenders

Building Healthier Online Communities

Answer Questions and Publish Content

Building Healthier Online Communities

Solve Customer Problems

Building Healthier Online Communities

@JeffreyLCohen

Listen to customers like @GNCLiveWell so you can answer their questions.

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“Refresh Everything” Campaign

Integrating Feedback into Marketing

Monitored thousands of conversations overnight

Integrating Feedback into Marketing

Immediate feedback

Integrating Feedback into Marketing

Changed ad spend for follow-up campaign

Integrating Feedback into Marketing

@JeffreyLCohen

Collect real time feedback like @Pepsi to make smarter marketing decisions.

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Inner Circle of Power Users, Fans and Advocates

Discover and Build a User Community

Over 25,000 Members

Discover and Build a User Community

Product Suggestionsand Comments

Discover and Build a User Community

Product Roadmap, Prioritize Features and Catch problem

Discover and Build a User Community

Advocates Share and Spread Content

Discover and Build a User Community

Recruit New Members, Find New Communities

Discover and Build a User Community

@JeffreyLCohen

Build an Inner Circle community like @IntuitInc for product reactions.

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Listening to Engineers, Business Owners and for Industrial Topics

Making B2B Social Media Work

Focus on Blogs andForums

Making B2B Social Media Work

Content Marketing, Product and Service Concerns and Competitive Intelligence

Making B2B Social Media Work

Distributed to Product Marketing and Dealer Relations

Making B2B Social Media Work

Discover New Leads and Retain Customers

Making B2B Social Media Work

@JeffreyLCohen

Listen across the B2B distribution channels like @CaterpillarInc.

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Monitors over 25,000 Daily Conversations

Social Media Command Center

11 Languages

Social Media Command Center

Twitter Reach is Greater than Top 12 US Newspapers

Social Media Command Center

Find Every Conversation and Respond for Service, Sales and Community

Social Media Command Center

Route Relevant, Timely Customer Feedback to Anyone in Company

Social Media Command Center

“It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.”

Social Media Command Center

Manesh MehtaVP Social Media and Community

@JeffreyLCohen

The @Dell Command Center achieved 46% more customer reach with the same employees.

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Real Time Feedback to Inform Marketing, Product and Communications

Engage Athletes, Fans and Customers

Turn a Leading Sports Brand into a Leading Participatory Brand

Engage Athletes, Fans and Customers

Realized Increases in Site Traffic, Engagement and Sales

Engage Athletes, Fans and Customers

“Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.”

Engage Athletes, Fans and Customers

Bonin BoughGlobal Director of Digital and Social Media

@JeffreyLCohen

You don’t need a fancy room to do amazing social customer service.

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Thank You

Jeffrey L. CohenSocial StrategistJeff.Cohen@radian6.com

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