social media monitoring the alterian ecademy opportunity
DESCRIPTION
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.TRANSCRIPT
Bob BarkerApril 2010
Social Media MonitoringThe Alterian/Ecademy opportunity
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New opportunity – Being able to sell Alterian SM2
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Agenda
• Who are Alterian?• What is Social Media monitoring and does anyone care?• What can I do with it?• 5 minute demo• Resources• Next Steps
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Have you ever heard of us?
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Customer Engagement
Partner Model & Major Customers
Used in 1,200+ marketing departments across 26 countries$67m revenue, $7m profit, 9 offices, 330+ staffPublicly listed since 2000 on LSE:ALN
Alterian’s Data Discovery and Visualization module gets rave reviews from marketers for its ease of use and support for campaign design. Alterian is a strong performer in the Enterprise Marketing Platform Wave.
Alterian continues to solidify its role in as the “Intel Inside” for MSPs and Agencies.
Morello’s J2EE technology is sound, metadata, integration and digital asset management tools are strong, and the .NET-based rich client is a work of art.
Consumers no longer trust advertisingand traditional corporate channels.
Consumers have found ways to tune us out.
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People are talking and listening to each other about your brand.
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How does it work?
Collect
Store
Social MediaWarehouse
Analyse
Engage
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WARNING:You are not required to Blog or Tweet to
use this toolLearn more
Instant Market Research
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Marketing Holy grail = understand what your
customers want
“Never before in the field of marketing
was so much known about so many by so few”
Marketers have never had it so good
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Is anyone actually talking about us
then?Learn more
Drill into the actual conversations
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But what is the competition up to?
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Compare with competitors
Do we need to increase our SM activity?
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Show me the money
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Brandprotectionmechanism
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Are they being nice?
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Sentiment and Tone
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And how influential are they?
Create community
“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think
we can add value to the conversation. It’s not possible to participate in all of the threads, but there are
ways to identify which conversations are the most influential, which ones have the greatest reach,
and those are the one in which we’re most likely toparticipate. We've also created a consumer
advocate community as well as a platform that we’ll be launching in a few weeks to support their
activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
Show me the money
“We did not put the customer first”Toyoda, Sunday Times 28th March
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Identify your influencers
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Who are these people who have the time to talk
about us online?Learn more
Demographics
Where do they hang out?
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The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
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What are the trends in what
people are saying?
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Word and Author Tag Clouds
Use in your SEOLearn more
Understand the geographic spread of conversations – find new markets
Show me the money
Fortune 500 consumer products company
discovered that over 75% of its marketing spend did not
reach its most influential social channels
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
Social Mediapublishing
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The Top 3 Tips
• Be Interesting
• Be Accessible
• Be Findable
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Effective social media marketing begins and ends
with the CONTENT. If you don’t have something
interesting to say all your other efforts will be for not.
It’s all about the CONTENT.
Be interesting
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Be accessible
In social media distribution is cheap. Deploy and test
as many new CHANNELS as you can. Doing
so enables your customer to choose the time and
place of engagement.
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Be findable
You can boost your accessibility by making sure
your deployed assets are findable by your
customers. Ensure your content and deployment
strategy are as SEARCH friendly as possible.
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Write Once Publish many
Repurposing content opens new points of distribution and has a
compounding effect on reach
Start a discussion
Chop into episodic blog posts
Deploy as formal release
Repackage as presentation
Add voice for video
Tweet key takeaways
Asset deployment by SM channel
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Twitter deployment Scedule
Suggested TweetWeek 1 Why not sign up for the Social Media ROI series
http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SMmonitoriing guide your optimization – http://bit.ly/seoROI#AlterianSM2
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Personal BlogsX
But do they actually want to buy something?,
is it just talk?Learn more
Identify, allocate the conversation, speak to them and add value
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Show me the money
A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations
as opposed to interrupting the conversation. Four months later, the
social channel territory sales comprised 10% of all sales
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
Conversations create transactions – people buy from
people
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Instant Market
Research
Conversations Create
transactions
BrandProtection
Social Media
Publishing/marketing
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Business Cases to Listen
1. Brand Audits & General Listening2. Corporate Marketing & Brand Building3. Social Media Campaigns4. Customer Service & Support5. Lead Generation6. New Markets and Product Development7. Public Relations & Crisis Management 8. Search Engine Optimization9. Industry / Competitive Insight10.Human Resources
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The Opportunities
Brand Audit
Corporate Marketing
Public Relations
Competitive Insight
Product Development
Search Engine Optimization
Customer Service
Social Media Campaigns
Sales – Lead Gen
Time
Engagemen
t
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The Potential of the Brand Audit
Measure the BrandHold a mirror up to the brand
• Volume of conversations• Sentiment & tone• Influencers• Sources by• Online physical location
• Benchmark• Identify New Opportunities
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Building a Social Media Monitoring Practice - Agenda
• Overview of Social Media Industry• The Potential – The Tool• The Opportunity – Creating an Infrastructure• The Process – The Sales Cycle• The Future – Expanding Your Practice
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Resources
[email protected]://twitter.com/bob_barker
1. Brand Audits & General Listening2. Corporate Marketing & Brand
Building3. Social Media Campaigns4. Customer Service & Support5. Lead Generation6. New Markets and Product
Development7. Public Relations & Crisis
Management 8. Search Engine Optimization9. Industry / Competitive Insight10. Human Resources
