P 1

Listening, Analyzing & Managing Social Media Traffic

Jamie Duklas – Director of Social Media

July 12, 2011

#SManalytics

P 2

Our Work & Our Clients:

SEOShoppin

g Engines

Paid Inclusio

n

Local Map

Optimization

Mobile Advertisi

ng

EmailPaid

Search

Shopping Engines

Creative

Services

Online Display

SocialMedia

SearchMarketin

g

#SManalytics

P 3

Overview

• Where are you at with social media?

• Listening / monitoring

• Engagement

• Analyzing / measurement

• Summary

Hashtag: #SManalytics

#SManalytics

P 4

Social Media Maturity Curve

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P 5

Poll Question

• Yes

• No

Do you currently use any social media monitoring software?

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P 6

Facebook is not a Social Media Marketing Program

• Start with a goal, not a social media platform

• Platforms change often, your business strategy will not

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P 7

What Does a Social Media Marketing Program Look Like?

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P 8

Social Media Software Landscape: Monitoring

Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout

Social Mention Hoot Suite North Social PeerIndex

Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast

#SManalytics

P 9

Poll Question

• Budget / software costs

• Validating worth to boss / executives

• Not sure which software is the right one

• Do not see the need for it

• I am using social media software

What is preventing you from investing in social media monitoring software?

* Select all that apply

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P 10

Are You Getting 10% of the Conversation?

• Don’t expect people to come your social media profiles

• The conversation is going on everywhere

• Start using social media software

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It Doesn’t Have to be Fancy, it Needs to be Consistent

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Monitoring Goals

• Start with what is manageable and most important

• Differentiate keywords by motive (researching, buying, customer service)

• Use your customer’s words

• Refine & expand your keywords over time

#SManalytics

P 13

Social Media Software Landscape: Engagement

Monitoring Engagement Promotions Influencer CRMFree Google Alerts TweetDeck Wildfire Klout

Social Mention Hoot Suite North Social PeerIndex

Paid Buddy Media Buddy Media TraackrTrackur Shoutlet Shoutlet Spot InfluenceMeltwater Buzz Involver Wildfire mBlast - mPactScout Labs Scout Labs North SocialSysomos Sysomos OfferpopRadian6 Radian6Alterian SM2 Alterian SM2Collective Intellect Collective Intellect Collective IntellectSpredfast Spredfast Spredfast Spredfast

#SManalytics

P 14

Develop an Engagement Strategy

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P 15

Change the Way You Communicate Internally

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Steps Towards Better Communication

• Determine Subject Matter Experts and train them to execute social media strategy for you

• Develop an engagement process where actions are tracked

• Input data into a central database so everyone has the same data and a complete picture of the customer

• Take issues offline (with a dedicated email address)

#SManalytics

P 17

Be Proactive, not just Reactive

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P 18

Poll Question

• Not actively doing social media

• Reactive

• Mostly Reactive, Slightly Proactive

• Reactive and Proactive

How would you classify your social media communication?

#SManalytics

P 19

Engagement Goals

• Reply in as close to real-time as possible

• Set expectations

• Create action (drive clicks)

• Develop a formal process

• Track your engagement process

• Create dashboards & metrics to show success

#SManalytics

P 20

Engagement Workflow

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Engagement Workflow Process

Monitoring

Marketing

Engagement

Sales

CustomerService

Data

Social Graph

(Customer Profile)

Internal(Custom

er Profile)

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P 22

Customize Your Response to the Motive / Persona

Social MediaMonitoring

EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.

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P 23

Measure Your Engagement

Social MediaMonitoring

EngagementCustomize to the motive, in this case research with intent to buy. Drive action by including a link to a special offer.

MeasurementTrack all your engagements, develop dashboards. Use analytics tracking and KPI metrics.

#SManalytics

P 24

Measurement

#SManalytics

P 25

Poll Question

• None, we do limited tracking

• A little, more about customer service & promotions

• Some, trying to prove ROI

• A lot, showing ROI is a major focus

How much does proving ROI drive your social media program?

#SManalytics

P 26

Measurement Goals

• Determine appropriate KPIs

• Track everything!

• Develop a process (consistency, efficiency)

• Focus on what can be optimized

#SManalytics

P 27

Potential Metrics to Track

• Customer Service Number of complaints

Complaints by topic

Solve %

Number of public thank you messages

• Engagement Responses

Responses by topic

• Sales Revenue

Leads generated

• Clicks

#SManalytics

P 28

Summary

• Start with a business goal

• Everyone can & should be monitored & tracked

• Scale your effort

• Content is the lifeblood of social media

• Find the right KPIs for you

• Be timely & consistent

#SManalytics

P 29

Question & Answer

Booyah Online Advertising

Jamie Duklas

Jamie Duklas | Director of Social Media | Booyah Online Advertising11030 CirclePoint Road | Suite 350 | Westminster, CO 80020ph: 303.345.6634 | fax: 303.345.6734 | booyahadvertising.com

facebook.com/booyah

twitter.com/booyahagency

twitter.com/jduklas

linkedin.com/in/jamieduklas

http://social-media-strategist.com/

slideshare.net/jduklas #SManalytics