Monitoring The Social Media Conversation Vocus Webinar

Monitoring the Social Media Conversation: From Twitter to Facebook Richard Lomas Manager of Account Development Vocus

Jenni Lloyd Social Media Strategist, NixonMcInnes 15 years’ experience in digital marketing across entertainment, travel, finance and not-for-profit sectors. Lead strategist with the UK’s largest team of Social Media specialists. Jenni creates and delivers social media strategies that bring major brands into social spaces to successfully engage with their audience. Current clients include Coca Cola, T-Mobile and Cooperative Financial Services.

Neil Stinchcombe BA, ACMA Managing Director, Eskenzi PR Director of Eskenzi PR for 12 years Heading agency’s activities in Social Media tools and monitoring - including campaigns on Facebook, Linked-In, Twitter and YouTube Previously European Financial Director and Managing Director of the French division of software development company, Datawatch Before that FD for CPB, one of UK’s top design consultancies a division of WPP PLC

What is Social Media and Why is it Important? Social Media - the latest tool by which people are reading and sharing news, views, information and content Plus – it’s fast, constantly changing user-generated content, which creates an instant dialogue between company and customer Minus – user-generated content is a double-edged sword: for irate user-customers Social Media can provide a public space for frank, Watchdog-style criticism of a company – with potential implications for that company’s image So Social Media needs to be monitored, and its content engaged with. In public - to turn a minus into the plus - instant dialogue between company and customer IMPORTANCE – For PR, it is another route to our clients’ key audience. However, it is a method where you can achieve instant feedback

Examples of Social Media Sites Social Media Program

Social Media Tools Used: Social Media Press Releases Social Networks – all clients have presence on Facebook, YouTube, LinkedIn Microblogs: Twitter Social News sites: Digg, Delicious, Reddit Blogs – clients own blogs as well as influencing bloggers

Social Media Releases Content Text News Video Graphics Cartoons Photos Podcast Contact details Widgets, Gadgets, Games and other web 2.0 apps

http://www.prweb.com/releases/2009/05/prweb2434214.htm

Blogs Engagement Strategy Ignore them at your peril Your customers will read them How do you engage with the bloggers? Which ones should you influence? What do bloggers like - How do they communicate? Monitoring and Feedback Tools to use

Your Key Audiences Which social media audiences are important? How do you find them? How do you build a social media strategy? How do you contact the different social media creators? The three C’s - Content, Context and Contacts What’s the difference between good social media PR and traditional PR?

Strategy to Reach Audiences Define key messages Define communication channels Decide what you’re going to communicate Tone the message according to the platform What tools will you use? Who are your key spokespeople? Treat social media as you would any other traditional communication channel Q&As for teams that respond to social media can be low level customer support up to Executives Escalation policy Disaster response

Social Media Monitoring Tools Radian 6 Millward Brown Vocus Meltwater TweetBeep or FiltrBox Google Alerts Seesmic Desktop, Tweetdeck, Twirl and other similar tools

Thanks Neil! He’s given us a great look into the world of social media for PR I’m going to speak from a brand owner’s perspective, taking you through some of the steps we use to help clients move into a more conversational relationship with consumers Now for a very small amount of shameless promotion  …

Who are NixonMcInnes? The UK’s largest dedicated team of social media specialists; founded in 2000 Full service social media agency: strategy, network mapping, outreach, design, build & community management Thought leaders: instigators of ‘MeasurementCamp’

Hands Up (Virtually) if You… Know what social media is Results… Use social media yourself Results… Are happy that you can explain the value of your social media to your colleagues Results…

There’s a Fundamental Shift We can no longer see our websites as a destination We have to recognise that consumers are playing elsewhere Conversations about us are happening between consumers anyway – we can’t control them If we want to talk to them, we need to be where the conversation is To start a conversation we have to have something relevant / interesting / useful / entertaining to say We have to understand the cultural norms of these spaces that we don’t own

Coca-cola Have Got the Right Idea… Adam Brown, digital communications director at Coca-Cola

Skittles took it as far as it can go (and maybe further than it should…)

But enough about them… what about you? How can you join the conversation - without upsetting legal and/or spending all day on Twitter? It’s not about technology Twitter / Facebook etc are just tools Technology is changing all the time - and communities shift, morph and change allegiance You need a sound strategy before you can be successful!

First Things First - Who are Your Customers? What are they ready for? Assess how your customers will engage, based on what they’re already doing read / watch / listen social networking use RSS, tag and vote on other people’s content rate / review / comment / post to forum / comment create content Where are they playing already?

What is it You Want to Achieve? Forrester Groundswell model Listening Understand your customers better & generate insight Talking Participate in conversations with customers & help them talk to each other Energising Identify your fans & help them help you market your services Supporting Help your customers support each other Embracing Integrate your customers insight into your service/product development process

This Isn’t Just a Job for Marketing or PR

Social Media Spans the Whole Business Listening = research Talking = marketing Energising = sales Supporting = customer support Embracing = service development And what about Legal? And Brand?

Set-Up a Social Media Council Plan for success by setting the foundations to support effective organisational change Identify & mitigate risks through multi-discipline workshops Develop strategy and schedule Develop content plan Identify resources Train Develop & share ‘rules of engagement’ Create & optimise social media properties and/or social hub Measure, iterate & optimise

Listening is the Primary Activity (One Mouth, Two Ears) Map your communities of interest Identify key influencers Determine topics & sentiment Establish success metrics / KPIs Use a monitoring tool to set benchmarks before activity begins Share with the business Your brand is what your customers say it is

Start Talking Nerve wracking but OK if you’ve prepared well Work out what you’re going to say, who’s going to say it and how will risk be managed Monitor and measure effect of activity Develop a feedback loop into the rest of the business - don’t let the insight go to waste! Ditch the campaign mentality - a community is for life, not just for Christmas

Measure It Focus on measuring engagement - it’s no longer just about eyeballs Determine impact on sentiment / reputation Tie-in with website analytics Segment referred traffic and review differences in behaviour Make use of third party tools (bit.ly etc) Share with the business through actionable insights and a focus on trends rather than pure data Feed back insights into your programme - learn, change, adapt – use insight from your customers to be remarkable

One of our clients runs a loyalty programme One of our first actions was to design and build a blog as a feedback channel to the main site. Acting as a rapid publishing platform the blog both enables consumers to comment and converse about the programme and provides the client with valuable feedback with which they can improve their offer to consumers. We also redistribute content published to the blog to other social spaces, such as Facebook and Twitter, through RSS feeds. We worked with internal stakeholders in the marketing, PR and legal team to establish a moderation and escalation process and now moderate the very active blog on a daily basis. We also run a very successful Twitter presence, with the number of followers having doubled week on week since launch. What Does All This Mean in Practice?

The Blog: Page Views and Visits

The Blog: Traffic and On-Site Registrations

Twitter: The Engagement Scale Awareness passive follower active follower inquisitive follower Winners Strangers Evangelists strangers – no awareness of the brand on twitter Identified through searching twitter for relevant conversation topics and targeted with relevant messaging to encourage following. awareness – know of the brand but not a follower Identified through searching twitter for brand terms and signposted to our profile to encourage following. passive follower – following but not engaged Encouraged to engage with us through asking questions, serving them offers and signposting to content. active follower – following and engaged on a low level Talking to others about us, but not to us – we will contribute to their conversations to drive engagement with us and your site. inquisitive followers – following and engaged directly with us Talking directly to us – we will engage with them, providing useful information and help to create loyalty. evangelists – engaged followers that are our advocates Followers who regularly retweet our messages and offers, signpost people in their network to us and generally help us further grow our followers.

Twitter Metrics Evangelists Opted-in

Buzz Monitoring Buzz this week mainly: _Twitter conversations _Discount/Freebie sites (general discussions) _Requests for points 94 mentions this week with a sentiment score of 0.9. This is a 59% increase in mentions since last week. Twitter is site with most mentions this week (63) – this includes a lot of buzz generated by official account and its followers Buzz: week on week

Thank you! [email_address] nixonmcinnes.co.uk/people/jenni twitter.com/jennilloyd slideshare.net/jennilloyd tealady.soup.io Now over to Richard for the Q&A…

Contact Information Jenni Lloyd, [email_address] Neil Stinchcombe, [email_address] Moderator, Richard Lomas, [email_address] Post-Webinar Survey:

About Vocus A global software company specialising in on-demand software for public relations management Successful, proven applications currently used by thousands of PR professionals Recognised for excellence in products, growth, leadership “ Innovation of the Year”

Monitoring The Social Media Conversation Vocus Webinar

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