ichec community management - reporting & e-reputation

SocialThomas Van Roy@thombtm

ICHEC - Watch your e-reputation and measure your social presence

1 December 2011

Social MediaKPIsBuzz MonitoringFree ToolsThe Big 5Facebook FiguresFacebook Reporting casesConclusion

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SOCIAL FOR EVERYONE

SOCIAL MEDIA USERS

Publish, Microblogging

Productivity Application

Live Casting,RSS, Aggregators

Social Networking

Audio Video

Photo

ACTIVITY ON SOCIAL MEDIA

Creators

Critics

Collectors

Joiners

Spectators

Inactives

SOCIAL MEDIA CATEGORIES

MEDIA

CHAT

SO NET

LIVECAST

BLOG

GAME

GEOLOC

CREATE SHARE

INDIVIDUAL

individual Creation

GROUP

WIKIINFO

MICRO B

FORUM

E-COM

Know where you wanna go with this action & reporting

What about the KPIs• Buzz and engagement

Conversation about your brand and products• Audience Building

People reading your content, following you, Liking you or bookmarking you• Advocates and Ambassadors

Retweets, reviews, recommendations, testimonials• Customer Satisfaction

Engagements and results, time to resolve• Feedback

Product improvements, new ideas, change public opinion• Community enlargment

Recruit news fans• Influence people?

Interact, generated UGC• Generate Lead

Increase sales/revenue, Drive to store

Action or Conversation

TRACKING

Good news, someone else can do the job for you....

BUZZ MONITORING

“Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insight development alongside other forms of market research”

WTF, How Many monitoring tools are

We have realized a comparative analysis of the

Weʼre scanning the market in order to define which analysis tools fit best to our

clientsʼ needs!

I. MAIN FINDINGS

Main results of our analysis

1st conclusion: Vague and confusion in terminology used

Main results of our analysis

2nd conclusion: No common code of « metrics »

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Main results of our analysis

3rd conclusion: Social media monitoring strategy ≠ listening strategy

Main results of our analysis

4rd conclusion: Even if we can do magic, no tool can do miracles

Monthly PriceDat

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Busin

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MONITORING TOOLS CATEGORIES

pure technology & tools

technology & analysis

WOM research

WOM consultancy

1-150�€

200- 500�€

1000- 2500�€

10.000�€

Pure Technical tools.Only listings no charts

Technical tools.Recommendation

Dashboard with results and graphics

Focus on research and result relevance. Strong segmentation.

Dedicated account for the project

Plenty of tools developed by one consultancy company. Strategic

recommendation and very deep analysis

SEGMENTATION IN THE MONITORING TOOLS MARKET

Categories of monitoring tools

E-REPUTATION SHARE OF BUZZ

MARKET INSIGHTS

BRAND EVOLUTION

Main categories in monitoring tools

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Main categories in monitoring tools

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CASE DONE AT VOICE AGENCY

INFRABEL .BE CRISIS COMMUNICATION

15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure needs to react quickly

SECURITEFERROVIAIRESPOORVEILIGHEID

INFRABEL .BE CRISIS COMMUNICATION

Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.

SECURITEFERROVIAIRESPOORVEILIGHEID

INFRABEL .BE CRISIS COMMUNICATION

Buzz Monitoring to identify conversation topics, center of interest, develop a more human approach of the dedicated website.

New input with new content to be implemented within this week

SECURITEFERROVIAIRESPOORVEILIGHEID

From Conversation to Reporting

Listen to conversation on

web & social media

Filter & analyze the conversations

Deliver insights from conversations

Write reporting & recommendation

Free monitoring tools

WHOIS TALKING

whoistalking.com

SOCIAL MENTION

socialmention.com

Google Alerts

google.com/alerts

MEASURE MAIN SOCIAL MEDIA

Advertising tools can help you

GET INSIGHTS ABOUT THE VIEWERS

B2B Social Network

GET INSIGHTS ABOUT THE NETWORK

Check your influence

klout.com

Check your influence

twitalyzer.com

Check your mood

tweetfeel.com

Track Subject

twitter.com

Get Venue Stat

foursquare.com

Social media king

GET INSIGHTS ABOUT THE NETWORK

facebook.com

GET INSIGHTS ABOUT THE NETWORK

facebook.com

*  Affinity  Score  X  Engagement  X  Time  Factor

Create an infography

pagesanalyzer.com

Create an infography

Create an infography

Check your edgerank

edgerankchecker.com

Check your edgerank

Check your edgerank

Check your community score

momentusmedia.com

Check your community score

momentusmedia.com

Know about your community

graph-o-meter.com

Get all the stats

socialbakers.com

socialbakers.com

Get all the stats

socialbakers.com

Get more if you pay

socialbakers.com

Get more if you pay

Break

When you will leave this room, things will have

already changed

CAUTION

MAIN FACEBOOK FIGURES

*sources social lab

*sources social lab

*sources social lab

*sources social lab

*sources social lab

*sources social lab

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FACEBOOK REPORTING

Measure your action

Google.com/analytics

Track your clicks

bit.ly

Track Your links

facebook.com

Track the conversation

phpmyadmin

Track the participation

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

FACEBOOK INSIGHTS

TO CONCLUDE

In a nutshell

TRACK CONVERSATION

✦Tracking engagement of your fans✦Analyzing the success of your page postings✦Measuring the response rate between you and your fans✦Identify key influencers✦Comparing all important metrics to the competition

In a nutshell

TRACK ACTION

✦Merge different tools✦Traffic sources✦participation funnel✦Sharing✦Give a value to actions

QUESTION AND

ANSWER

Thomas Van Roy@thombtm

Thank you for your attention