Social Media Monitoring for Major Brands
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The document discusses key trends in social media monitoring for major brands, including that customers are co-shaping brands through online conversations, leaders must identify issues before they happen by understanding where conversations are occurring, and maintaining trust requires ethical behavior and disclosure of relationships. It also outlines the value of social media monitoring for brands, including understanding communities, influencers, and how to add value for customers.
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Social Media Monitoring for Major Brands
- 1. Social Media Monitoringfor Major BrandsNeville HobsonHead of Social Media EuropeWC Group, LondonNovember 17, 2009 www.wcgglobal.com
- 3. for Leaders of Great Brands Key Trends & Observations
- 4. Clear Behaviour Changes and Trends We don’t trust “corporate-speak” or “marketing-speak” We fast-forward our DVRs through the interruptions We pull content that interests us We create our own content, original and mashups We embrace word of mouth and eschew mainstream media We are connected wherever and whenever we wish We bring our behaviours to the marketplace and to the workplace
- 5. Clear Business Trends and Focus Key Trends Marketers are seeking lower cost solutions Desire for more accountable channels High focus on reaching customers directly Mix shifting quickly from traditional to interactive channels Areas of Focus Social media (CAGR of 34% to 2014: Forrester) Search marketing, then display advertising, email marketing Mobile marketing next
- 6. 10 Important Trends Customers are co-shaping your reputation everyday Know exactly where conversations are occurring, who has influence and why Leaders will identify issues before they happen You realize that people search for content, not sites You are a student of how the world is changing You know that <1% of a customer’s time is spent purchasing a product You realize that media has already changed You know which types of social media are preferred by your customers Your customer is discussing your brand everyday We understand ethical behavior is a key part of maintaining trust
- 7. 10 Important Trends Customers are co-shaping your reputation everyday Know exactly where conversations are occurring, who has influence and why Leaders will identify issues before they happen You realize that people search for content, not sites You are a student of how the world is changing You know that <1% of a customer’s time is spent purchasing a product You realize that media has already changed You know which types of social media are preferred by your customers Your customer is discussing your brand everyday We understand ethical behavior is a key part of maintaining trust
- 8. Customers Co-Shaping Your Reputation Are you accidently outsourcing the building of your brand? What is the first impression of your brand?
- 10. The Media World Isn’t Changing… …it has already changed Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites Bloggers: 3 of 4 look to each other for their next story Customers: 3 of 4 look to each other for purchase advice Conversations: the driver of share-of-voice, influence and recommendations Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.
- 11. The New Media
- 12. Maintaining Trust We understand ethical behavior is a key part of maintaining trust We don’t support flogs or splogs We would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet? We always practice full disclosure That means about ghost writing, too
- 14. Disclosure When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will: Pseudonyms: (Option A) Never use a false or obscured identity or pseudonym. (Option B) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization I represent and provide means for two-way communications with that alias. “We Didn’t Know” Clearly disclose our involvement on all blogs produced by the company or our agencies. Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter. Disclose any business/client relationship if I am communicating on behalf of a third party. Provide a means of communicating with me. Comply with all laws and regulations regarding disclosure of identity. We will inform employees, agencies, and advocates that we have a formal relationship of these disclosure policies and take action quickly to correct problems where possible. http://www.socialmedia.org/disclosure/identity/
- 15. The Case for Social Media Monitoring It’s about knowing Where the conversations are happening What your share of the conversations is What the conversations are that you could / should be in Who the key influencers are who can help build your brand It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook) It’s about understanding communities Which groups, forums and networks matter? Who drives share of conversation in these communities? What are the next steps in driving relationships? It’s about leveraging existing contentand improving your natural search
- 16. The Value of Listening A monitoring approach that tells you: Who is driving share of conversationfor your brand What the top issues are thatmatter to your customers Where your customers liveonline How you can add value foryour customers When you should engagethe community Why customers arepassionate on certain topics
- 18. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.wcgglobal.com
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