Identify the Strategic Impact of Conversations About Your Brand
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Identify the Strategic Impact of Conversations About Your brand Through Social Media Insights Presented by Warren Sukernek, Senior Director of Social Media Services, Alterian
Transcript of Identify the Strategic Impact of Conversations About Your Brand
Identify the Strategic Impact of Conversations About Your brand Through Social Media Insights
Presented by Warren Sukernek, Senior Director of Social Media Services, Alterian
Social Media Monitoring should drive insights that then lead to actionable results
Business value is far more than simple data points or a pretty graph
Value in Social Media Monitoring is More Than Just a Pretty Graph
Getting Beyond the Obvious
Who is talking about you?...
And so what?
What are the main topics?...
And so what?
Who are the influencers?...
And so what?
What do they like and dislike about your brand/product?...
And so what?
We start with asking the business problem then answer and deliver recommendations through actionable insights
Human research & insights
Best practices in social media research
Expertise with SM2
Integration with other analytics tools
Overall understanding of marketing strategy
Getting to ‘So What?’ Answers Requires:
Getting to Insights
Solving a business problem Actionable Insights “So What” Get out of the stove
pipe
The insight is only as good as the thinking
not the tool – too often tools lead the framework rather
than the framework leading the tool development &
selection
INSIGHTIt’s not about the tool, but what is done with it to solve business problems.
A few samples of Actionable insightsBreaking Point Systems
BP Conversations by Day
Date range: 08/01/09 – 11/01/09
Total Results: 492
Impactful sites:o www.networkworld.como www.marketwire.como money.cnn.com
Most mention in: CA
All Results Daily Volume
Breakingpoint’s letter to Twitter: ‘Let us help you’
Cisco becomes the weakest link in National Infrastructure Security
Social Video Marketing: Pam O’Neal “HR by
Twitter”
BP Products’ Sentiment Summary
Category Posts Positive Negative Neutral BP Elite 35 54% 0% 46%Firewall Testing 16 50% 0% 50%Custom Strike Toolkit 16 50% 0% 50%Cyber Security 24 4% 0% 96%Cyber Simulation 6 17% 0% 83%IPS Testing 5 20% 0% 80%Network Device Testing 6 17% 0% 83%Network Equipment Testing 12 50% 0% 50%Server Load Testing 11 64% 0% 36%Testing Capabilities 10 100% 0% 0%
The most talked about products/features do not have the most positive results.Testing capabilities/Server Load Testing have favorable net sentiment but volume is lower.
Competitors Comparison: Share of Voice
BP is a step ahead of other competitors in using Twitter for marketing
Need to engage more in forums/Youtube to increase brand awareness and increase sentiment values
BreakingPoint Ixia Spirent POSTS % POSTS % POSTS %
Microblog 298 61% 85 26% 55 24%
Blog 45 15% 55 17% 30 13%
Message Board/Forum 6 1% 10 3% 13 6%
Mainstream Media 104 21% 165 51% 101 44%
Video/Photo 4 1% 10 3% 28 12%
Social Network/Wiki 4 1% 0 0% 2 1%
Key Takeaways:
• Content Management: Customers are more interested in the features of product, rather than price or services Content should focus more on product’s features to capture customer’s interest•Content syndication – seed content where audience exists: Delicious, LinkedIn, Ning communities.
•BP has done a great job of engaging on Twitter. Extending those conversations to forums, blogs and videos can have a significant effect.
• Engaging/creating more conversations on popular forums to increase product’s awareness and get more customer’s sentiment about a particular product
•“BP Elite” seems to be a product that is strongly gaining momentum with users while some products like Layer 2-7 Testing Tool or Cyber Warfare are not getting enough attention promote these products on social media channels
Relevant, useful Social Media solutions require out-of-the-box perspectives.
They need human listening & insights across different data sets.
Out-of-the-Box Perspective
In social media, we need to get out of the social media stove pipe and look at overall marketing strategy using applied social intelligence.
Answering Business Questions -Listening with a Purpose
More than just brand
mentions
Importance of tone &
sentiment
Measurement of activity
Actionable results
Leverage social media
through SM2, either self or full
service
ListenLearnEngage…
SUCCEED
Get relevant business
insights that lead to
actionable results -
NOW
Get your social media listening &
engagement initiative up and running
quickly
The Alterian Difference in Social Media Monitoring
THANK YOU!
Web: www.socialmedia.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plcSlideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian
Warren Sukernek
[email protected] 206.601.1610 @warrenss
