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Social Media Intelligence
How to Find and Extract Actionable Insights from the Fire Hose of Online Conversations
Sally Falkow APR
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•Listen•Discover footprint•Who is talking•What are they saying•Where are they saying it•Opportunities•Threats
What is a Social Audit
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Customer Insights
R & DNew MarketsBrand PositioningCompetitive Intelligence
Value of Listening
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The Social Graph
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–Where are they–Behaviors–Influence/Audience–Fans, Followers, Friends
Customers/Consumers
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Flip Video
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Kodak
10X Sales
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Kodak Playtouch
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•Journalists•Online News Sites•Social Media News •Bloggers•Influencers
The Media
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SAP
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•Who?•Where?•What are they saying?•Who are they connected to?
•Evangelists
•Training•Policy and Guidelines
Employees
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Sabre
10,000 employees
65% SabreTown members in 3 months
90% now active members
60% of questions answered within one hour
$150,000 in immediate, direct savings
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IBM
17,000 internal blogs
100,000 employees using internal blogs
53,000 members on SocialBlue
(like Facebook for employees)
A few thousand “IBMers” on Twitter
Thousands of external bloggers
Almost 200,000 on LinkedIn
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Know your Passionate FansSpread the WordProtect the Brand in a Crisis
Evangelists
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Northern Rock
Hundreds of consumers queuing at Northern Rock branches, desperate to withdraw their savings
Social media was used by consumers as a collective crises management mechanism.
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Nurture your evangelistsMake them part of the teamCreate Brand Ambassadors
Brand Ambassadors
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Bushnell
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Scholastic
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Citrix Online
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Complainers Organized attacks
Detractors
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Nestle
Facebook attack by Greenpeace
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Influencers
Opinion Leaders 1 in 10
Online Influencers 3 in 10
(content creators)
Amplified voices
Fans
Followers
Friends
The audience of your audience
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Who Where WhatWhen
Analyze the Conversations
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What are they doing?What are people saying about them?Where are they active online?What have they done that was successful?Any gaps or threats?
Competitors
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Health Insurance
Analyzed competitors
KP News
KP Foundation
Thrive
Identified gaps they could leverage
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New MarketsR & DProduct LaunchesGapsCompetitors’ mistakes
Opportunities
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Cisco Product Launch
Saved $100 000 on a product launch for a router
Extremely successful- a top 5 product launch
9,000 people attended the social media product launch event
90 times more attendees than in the past
Nearly three times as many press articles as with traditional outreach methods
More than 1,000 blog posts and 40 million online impressions
A Leading Lights award for Best Marketing
One-sixth the cost of a traditional launch
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Hennessy
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Developing complaints – Dell HellCompetitive activity - Employees posting negative content – Dominoes Pizza
Threats
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Nestle / Greenpeace
Not listening
Staff not trained
Threatened legal
Made it worse
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Motrin Moms
Not aware of Mom’s POV
Not listening
Taken by surprise
“Forced” to apologize
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Social Media Threats
76% could have been avoided (Altimeter Group)
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Build a dashboard
How to Listen
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Monitoring Tools
Visible TechnologiesLithiumRadian6AlterianJive
SysomoseCairn Conversation
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When you know what people are saying, what they think and feel, and what they are interested in, you can create content that gets results.
Content Strategy
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Digital Crisis Report
79% expect a major crisis within 12 months
More than half think it will be online
Only 54% have a plan
49% of those with a plan still have gaps
Companies with a plan recover faster
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Plan
1. Set up a cross-discipline social media team
2. Tap into the conversations – social audit
3. Map your social graph
4. Write a social media policy
5. Develop a social media strategy based on your social audit
6. Implement social media and digital crisis training
7. Build a supportive community online
8. Run simulations twice a year and update the plan
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Q and A
Blog: www.proactivereport.com
Facebook SallyFalkowDigitalPR
Twitter: @sallyfalkow
Email: [email protected]
Website: www.press-feed.com