#SMTW - Social Media Monitoring - The Strategic Imperative

Social Media Monitoring

The Business Imperative

© 2009 Smart Social Media – www.smartsocialmedia.com.au

Mark [email protected]

Thanks to our Event Sponsors

2009 Smart Social Media – www.smartsocialmedia.com.au

Today’s Objectives

• An overview of Social Media Monitoring

• Why Social Media Monitoring is more than brand or i ti tcommunication management

• Examples of how business leaders can use Social MediaExamples of how business leaders can use Social Media Monitoring


What are these tools?

• They range from the free to the pro tools

• From Google Alerts to Twitter Search to the types of t l id d bpro tools provided by our sponsors

• What should you use?What should you use?

• Stay tuned


Is This New?

• No.

• Enterprise brand managers have been (trying) to use th t l f tithese tools for some time now

• Crisis management, brand building – stuff like thatCrisis management, brand building stuff like that

• Hey look at what happened this week…


Own a Stroller?• I do.

• So I catch a news article - Stroller recall – 1 million strollers


Own a Stroller?• Maclaren… Hmm, is mine a Maclaren?

• Might be worth following this using my trusty social media monitoring sidekick – Scout Labs


Own a Stroller!• The spike is bad isn’t it?

• The Lesson? Stay Tuned…


Who Owns This?


So if we listen – that’s good?

• The best communicators start as listeners

• Social Listening is emerging as one of the most important skills for an enterprise to master

• I’m suggesting to you that this has enterprise wide applicationpp

• Most people perceive someone who listens as someone who careswho cares

• Requires an almost “sales funnel*” like approach to t th t ti l li t iengagement – the move to conversational listening

* I’ll come back to this point.


Listen – Good; Interact – Much Better


Let’s Go Back to Conversational Listening

Conversational Listening

Thi t f li t i h t b i ibl d t t d it i• This type of listening has to be visibly demonstrated; it is not passive or unidirectional. It is two‐way listening.

• Message reception is not enough; the listener must respond.

This is conversational listening.

Marcel LeBrun – CEO Radian6. Feb 2009 (http://bit.ly/22ZisA)


OK. We Listen. We Engage… Why?


Texas Tea Anyone?


Social Media Monitoring ‐ Sales

• Behaviours are changing in B2B and B2C markets

• You can’t rely on traditional sources of information

• As a sales leader – where do you turn?• As a sales leader – where do you turn?

You must use social media monitoring wisely; use it to align your go-to-market strategies.

S i l M di M it i ill h l d t d h t tSocial Media Monitoring will help us understand how our target market receives information and how are they connecting with

knowledge leaders and key influencers


Sue Barrett – www.barrett.com.au

A Field Example – Nissan Australia

• Let’s move beyond the brand

• Social Media Monitoring allows Nissan to provide a service to their dealer group

• A macro view

h l lki b• What are people talking about

• Nissan mentors the dealer through a new world of sales engagement


Social Media Monitoring – R&D

• Significant opportunity for product managers – R&D managers the innovatorsmanagers, the innovators

• Tap into the crowd

• Harness their enthusiasm, their advocacy


A Field Example – Livescribe

• Livescribe – Never Miss a Word

• A user community that are passionate and engaged.

• Social Media Monitoring allows Livescribe to observe first• Social Media Monitoring allows Livescribe to observe first hand the user experience

l i h d• How are people using the product

• What doesn’t it do


Social Media Monitoring – Service

• Listen, learn, engage

• Identify customers who may not be in your service network

• Find out where your service offering isn’t working.


Social Media Monitoring – Awareness

• We don’t have all the answers

• As behaviours change how do we tap into these new knowledge networks?

• Can we use this knowledge strategically?


A Field Example – TEC

• The Executive Connection (www.tec.com.au)

• Known as Vistage in the USA

• Can use social media monitoring to deliver relevantCan use social media monitoring to deliver relevant knowledge to members – business leaders

For example Emissions Trading Scheme• For example – Emissions Trading Scheme

• An emerging business issue

• TEC can capture knowledge, opinions, and content and deliver this to their members

• This is adding value in new ways for members


How Do We Manage the Volume?

• Take a sales funnel type approach to managing the volumevolume

• You want to filter and funnel the information until you get to actionable insights


How Do We Manage the Volume?


Summary

• Social Media Monitoring will require effort – don’t be afraid to immerse yourself in the dataafraid to immerse yourself in the data

• This is strategic – there are many ways you can use these tools – listening is just the beginning

• The free tools are a good place to start – but in my g p yopinion, the pro tools are worth it for their deeper insight


Acknowledgements

Thanks to the following people for contributing g p p gknowledge

• Marta Kagan (Brand Infiltration) – Content borrowed from SlideShare presentation ‐ http://bit.ly/4qJ1vh

• Axel Schultze – Social Media Academy – www xeesm com/axelsAxel Schultze Social Media Academy www.xeesm.com/axels• Forrester Research• Jennifer Zeszut – Scout Labs • Marcel LeBrun Radian6• Marcel LeBrun – Radian6• Ignite Social Media• Sue Barrett – Barrett Consulting


Thank You!

• Mark Parker

• +61 (414) 72 5549

• mparker@smartsocialmedia com au• [email protected]

• http://www.xeesm.com/smartsocialmedia
