Beyond Listening: Reinventing Social Keyword Monitoring
-
Upload
infini-graph -
Category
Technology
-
view
1.035 -
download
0
description
Transcript of Beyond Listening: Reinventing Social Keyword Monitoring
![Page 1: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/1.jpg)
1
Twitter @chasemcmichael @[email protected] http://blog.infinigraph.com.
Beyond Listening: Reinventing Social Keyword Monitoring
![Page 2: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/2.jpg)
2
BEYOND LISTENING: REINVENTING SOCIAL MEDIA KEYWORD MONITORING
If a status update reaches a social network but no one sees it, does it exist?
![Page 3: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/3.jpg)
3
WHAT IS SOCIAL MEDIA MONITORING
ReactiveSocial Media Monitoring is:• Analyzing, understanding and
responding to conversations about brands, products, reputations and end-users opinions in the Social Web
![Page 4: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/4.jpg)
4
WE ARE IN NOISE
"drinking from social media fire hose"; we’re entering into "Facebook Fatigue"
![Page 5: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/5.jpg)
5
THE PROBLEM FOR BRANDS
People who maintain a profile on a social network.
•People
•Enabled sites
•Apps
•Places
•Status updates
All adds up to a cacophony of voices vying for our attention.
MORE >
![Page 6: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/6.jpg)
6
CUTTING THROUGH THE NOISE
Your customers are talking just not about you
and not on the keywords you’re listening on
![Page 7: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/7.jpg)
7
PEOPLE VS. KEYWORDS
The Social Graph is EXPANDING• "Its not about who you're connected to
today, its about who you're NOT connected to today...Research your influencers"
• The Key conversations are not around your brand
![Page 8: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/8.jpg)
8
WHAT IS SOCIAL INTELLIGENCE
Pro ActiveSocial Intelligence is:• Deriving relevance from consumer
actions around content interaction and others who have in common connections through the Social Graph
![Page 9: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/9.jpg)
9
CONTENT RESONANCE
![Page 10: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/10.jpg)
10
Life is not about being liked its about being effective
![Page 11: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/11.jpg)
1111
CONTENT CONSUMPTION GRAPH
Major challenge is knowing what to put in your feed
“The Content Stream”How relevant is your feed? Before After
![Page 12: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/12.jpg)
12
CUSTOMERS ARE THE BEST SOURCE
![Page 13: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/13.jpg)
13
CROWD SOURCED RELEVANCE
![Page 14: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/14.jpg)
14
SOCIAL ACTIVATION WITH INTELLIGENCE
Connect with those who are most active around similar brands and have friends connected to you
![Page 15: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/15.jpg)
15
CONTEXT MATTERS - PROOF
• Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR)
• The promotion: The 50 Most Badass Premier League Moments of the 2000’s
Results
• Increased the (CTR) by 58% from the original post
• Generated a 66% increase in Re Tweet driving broader social reach.
![Page 16: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/16.jpg)
1616
TARGET CONTEXT DRIVES CTR
Avg 4% CTR
![Page 17: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/17.jpg)
17
CASE STUDY IN SOCIAL ACTIVATION
![Page 18: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/18.jpg)
18
THE PROBLEM
Deliver relevance to the target consumers who drive purchasing,
sharing and conversationPeter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
![Page 19: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/19.jpg)
19
TAKE AWAY
• Crowd sourced content interaction provides greater relevance
• The right content drives the greatest interaction “Own your content space”
• Social Activation can be achieved at scale if consumers are engaged
![Page 20: Beyond Listening: Reinventing Social Keyword Monitoring](https://reader036.fdocuments.us/reader036/viewer/2022062617/54bd33eb4a7959ec2a8b456b/html5/thumbnails/20.jpg)
20
THANK YOU!
Twitter @chasemcmichael @infinigraph
[email protected] http://blog.infinigraph.com. All rights reserved.