#SMTW - Social Media Monitoring - The Strategic Imperative

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Information about #SMTW - Social Media Monitoring - The Strategic Imperative

Published on November 19, 2009

Author: mparker.smartselling

Source: slideshare.net


This is the presentation I have to the week long web conference - Social Media Tools Week.

The presentation focused on the enterprise wide benefits to be gained from using social media monitoring strategically.

Social Media Monitoring The Business Imperative Mark Parker © 2009 Smart Social Media – www.smartsocialmedia.com.au mparker@smartsocialmedia.com.au

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  communication management i ti t • Examples of how business leaders can use Social Media Examples of how business leaders can use Social Media  Monitoring 2009 Smart Social Media – www.smartsocialmedia.com.au

What are these tools? • They range from the free to the pro tools • From Google Alerts to Twitter Search to the types of  pro tools provided by our sponsors  t l id d b • What should you use? What should you use?  • Stay tuned 2009 Smart Social Media – www.smartsocialmedia.com.au

Is This New? • No.  • Enterprise brand managers have been (trying) to use  these tools for some time now th t l f ti • Crisis management, brand building – stuff like that Crisis management, brand building  stuff like that • Hey look at what happened this week… 2009 Smart Social Media – www.smartsocialmedia.com.au

Own a Stroller? • I do. • So I catch a news article - Stroller recall – 1 million strollers 2009 Smart Social Media – www.smartsocialmedia.com.au

Own a Stroller? • Maclaren… Hmm, is mine a Maclaren? • Might be worth following this using my trusty social  media monitoring sidekick – Scout Labs 2009 Smart Social Media – www.smartsocialmedia.com.au

Own a Stroller! • The spike is bad isn’t it? • The Lesson? Stay Tuned… 2009 Smart Social Media – www.smartsocialmedia.com.au

Who Owns This? 2009 Smart Social Media – www.smartsocialmedia.com.au

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  application pp • Most people perceive someone who listens as someone  who cares who cares • Requires an almost “sales funnel*” like approach to  engagement – th t the move to conversational listening t ti l li t i * I’ll come back to this point.  2009 Smart Social Media – www.smartsocialmedia.com.au

Listen – Good; Interact – Much Better 2009 Smart Social Media – www.smartsocialmedia.com.au

Let’s Go Back to Conversational Listening Conversational Listening • Thi t This type of listening has to be visibly demonstrated; it is  f li t i h t b i ibl d t t d it i 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)  2009 Smart Social Media – www.smartsocialmedia.com.au

OK. We Listen. We Engage… Why? 2009 Smart Social Media – www.smartsocialmedia.com.au

Texas Tea Anyone? 2009 Smart Social Media – www.smartsocialmedia.com.au

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. Social Media Monitoring ill help S i l M di M it i will h l us understand h d t d how our t targett market receives information and how are they connecting with knowledge leaders and key influencers Sue Barrett – www.barrett.com.au 2009 Smart Social Media – www.smartsocialmedia.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 • What are people talking about  h l lki b • Nissan mentors the dealer through a new world of sales  engagement 2009 Smart Social Media – www.smartsocialmedia.com.au

Social Media Monitoring – R&D • Significant opportunity for product managers – R&D  managers, the innovators managers the innovators • Tap into the crowd • Harness their enthusiasm, their advocacy 2009 Smart Social Media – www.smartsocialmedia.com.au

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 • How are people using the product l i h d • What doesn’t it do 2009 Smart Social Media – www.smartsocialmedia.com.au

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

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

A Field Example – TEC • The Executive Connection (www.tec.com.au) • Known as Vistage in the USA • Can use social media monitoring to deliver relevant  Can 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 2009 Smart Social Media – www.smartsocialmedia.com.au

How Do We Manage the Volume? • Take a sales funnel type approach to managing the  volume • You want to filter and funnel the information until you  get to actionable insights 2009 Smart Social Media – www.smartsocialmedia.com.au

How Do We Manage the Volume? 2009 Smart Social Media – www.smartsocialmedia.com.au

Summary • Social Media Monitoring will require effort – don’t be  afraid to immerse yourself in the data afraid 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 y opinion, the pro tools are worth it for their deeper insight 2009 Smart Social Media – www.smartsocialmedia.com.au

Acknowledgements Thanks to the following people for contributing  gp p g knowledge • Marta Kagan (Brand Infiltration) – Content borrowed from SlideShare  presentation ‐ http://bit.ly/4qJ1vh • Axel Schultze  Social Media Academy  www.xeesm.com/axels Axel Schultze – Social Media Academy – www xeesm com/axels • Forrester Research • Jennifer Zeszut – Scout Labs  • Marcel LeBrun – Marcel LeBrun Radian6 • Ignite Social Media • Sue  Barrett – Barrett Consulting 2009 Smart Social Media – www.smartsocialmedia.com.au

Thank You! • Mark Parker • +61 (414) 72 5549 • mparker@smartsocialmedia.com.au mparker@smartsocialmedia com au • http://www.xeesm.com/smartsocialmedia 2009 Smart Social Media – www.smartsocialmedia.com.au

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