Social Media eListening & Online Monitoring

How To Know You Are Meeting Objectives

Andrew Bates - Director of Social Media

What Does eListening Answer?

• Who is talking about our business?

• Where are these conversations occurring?

• Who are our audiences? What are their demographics?

• What is being said online about our brands & products?

• Who is saying it? (decision influencers)

• Is it positive or negative?

• Should we react and how? (influencing the influencers)

• What are our competitors doing?

• Are we missing important info about brand perception or audience?

Regular MembersRegular Members

Best Members

Regular Members

Best Members

Influencers

Regular Members

Best Members

Influencers

The Power of Influencers

Why is eListening Valuable?

- eListening allows businesses to measure how their brand is perceived by their community and industry

- Brands can determine where their audience and influencers are participating in all online networks

- Social media monitoring provides your organization with near real-time marketing and competitive business intelligence

- Online monitoring provides a cost effective way to gain the critical information needed to develop an effective internet marketing strategy

- eListening provides the benchmark and ongoing strategy to measure online marketing and social media engagement back to KPI’s and ROI

Required Resources, Tools & Skills

How Do You Get Started?

1. Define and document your goals

2. Build a strategy and process

3. Identify and empower your internal resources

4. Choose the right tools and / or services

5. Look for insights and takeaways that will affect marketing, business development and brand awareness

6. Develop engagement and tactical strategies based from the key insights

7. Consistently measure, evolve and improve your tactics

8. Think before you act

Different Business Units May Require Different KPIsMarketing, Branding and PR

- Brand Mentions- Competitive and Industry Share of Voice- Downloads, Shares, Likes, Follow- Improved Brand Sentiment

Sales and Business Development- Conversion Forms and Demo Requests- New Emails and Leads into a CRM

Customer Care and Tech Support- Improved Brand Sentiment- Reduced Inbound Calls and Time on Hold- Volume of Social Media Support Activity

Brand Crisis and Legal Considerations- Improved Monitoring – Be Aware- Faster Response Time – Take it Offline- Solve Issues Before They Grow

Measuring Social Media Monitoring SuccessMove the needle and show the value• On Page

– Credibility and Content Relevance - Likes, Google+1, Comments– Sharing - Retweets, Facebook, LinkedIn, YouTube other social syndication– Conversion – User Logins, RSS, Newsletter, Email and Event signups

• On Profiles– Follows, Fans, Likes, Comments, Facebook Sharing and Retweets

• SEO– More Traffic to the Website from Social Networks– Increased Time On Site and Page Views– Improved Search Engine Rankings for the Web Site and Social Profiles

• Mentions and Share of Voice– Increased Brand Mentions– Higher Share of the Conversation vs. Competitors– Improved Brand Sentiment

Clients Measuring the ImpactCynergy Systems

- It’s All About Leads- Qualified Inbound Traffic- Website Conversion and SalesForce CRM

DuPont- Competitive Share of Voice- Brand and Product Awareness- Crisis Management

Chevron- New Products and New Markets- Exposure, Inbound Traffic, Likes, Follows, Shares…- Competitive and Industry Share of Voice

American Cancer Society- Donations and Event Attendance- Referrals and Shares

Georgetown University- Applicants, Visits and Attendees

Andrew Bates Director of Social Media P - (202) 747-1818 (ext.117) M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com