Monitoring Social Media February 2012 presented by: Donna Hamilton University Communications Ben Hofstetter Office of the Provost Kerry Overstake University Communications Ben Stockwell University Communications Candice Terrell UC Foundation/ Alumni Association
Monitoring Social Media. February 2012. presented by:. Candice Terrell UC Foundation / Alumni Association. Donna Hamilton University Communications Ben Hofstetter Office of the Provost. Kerry Overstake University Communications Ben Stockwell University Communications. - PowerPoint PPT Presentation
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Monitoring Social MediaFebruary 2012
presented by: Donna HamiltonUniversity Communications
Ben HofstetterOffice of the Provost
Kerry OverstakeUniversity Communications
Ben Stockwell University Communications
Candice TerrellUC Foundation/Alumni Association
Why Monitor?
Brand
Those conversations are happening everywhere and now being shared across the social web. Traditional marketing has changed. Social Media has created new and exciting ways for brands to engage with consumers and build fans.
Radian6
Turn social conversations into sales opportunitiesUse social listening to generate leads by listening to your prospects and customers online.
Conversions
Examples● Super Bowl Command Center
More than 20 people manned the center for 15 hours per day.
Researchers from nearby Ball State University's Center for Media Design will conduct a study of the command center, analyzing its strengths and weaknesses. Michael Holmes, director of the center's Insight & Research Unit, wrote in an email that the command center is an example of the "the ubiquity of social media and the absolute necessity for companies, organizations and communities to use these tools to improve their relations with their customer, audiences and citizens."
● PepsiCo has built a Mission Control center for its Gatorade brand, which sole purpose is to analyze and drive conversations about the hydrating beverage on every social platform that matters.
● Bough [PepsiCo’s head of digital] explains how the Mission Control center separates valuable feedback from the chatter, how educating a targeted audience drives sales, and how all marketing jobs will eventually become social media jobs.
Measurement:● Posted online July 1. Appeared on research blog July 5. In
Office of Research e-newsletter on July 6.
How to Get an on.uc.edu URL● Request from [email protected].● UCIT working on a self-service application.● Only shorten uc.edu addresses.● Can only get one shortened URL for each unique
URL.● Adding Google “campaign” tags allows formation
of multiple addresses that redirect to the same URL.● Can measure effectiveness of different media and