Nothing About Us Without Us – the Advantages of Social Media Monitoring Artur Banach, NetSprint.pl CEO (NewsPoint Social Media)
Nothing About Us Without Us – the Advantages of Social Media Monitoring
Artur Banach, NetSprint.pl CEO (NewsPoint Social Media)
Studies of Duncan Watts from Yahoo Labs:
„Small world problem” Kim Kardashian vs. multiple
“ordinary” users of Twitter.com (or how to start social epidemics)
Exercising influence – song popularity vs. number of downloads
Source: April 14, 2010, Advertising Age
The nature of social media
The nature of social media
November 2010 – study by
Where are the social medial users?
Where are the social medial users?
Data based on Megapanel Gemius/PBI study of September 2010
Where do opinions come from?
Data from NewsPoint Social Media of 18 November 2010, 4882 profiles, last 50 profile threads, Posts not older than 1 July 2010
Leading producer of user electronics
Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
Global FMCG company
Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
One of the largest retail banks
Data from NewsPoint Social Media of 18 November 2010, last 50 profile threads, Posts not older than 1 July 2010
Example: Forex
Number of Google.pl search results to “Forex” query
Example: Skoda Octavia
Number of Google.pl search resultsto “Skoda Octavia” query
Example: Coca Cola
Number of Google.pl search resultsto “Coca Cola” query
Example: Paczkomaty
Number of Google.pl search resultsto “Paczkomaty” query
Can it be controlled?
Even if you don’t communicate through social media, it does not mean that your company is not discussed there.
Two strategies of social media presence
I listen and analyze:
• I monitor the opinions about my brands and competition• I want to learn about potential “crises” immediately• I react when necessary
Two strategies of social media presence
I act and listen:
• I have a comprehensive social media communications strategy• I actively communicate with users• I apply the results of opinion analyses for product development purposes• I have clearly specified KPI (i.a. based on SM monitoring)
Monitoring – key points
Comprehensiveness:Monitoring of different content types (portals, blogs, discussion forums, microblogs etc.)
Monitoring – key points
Near-real time operation - new posts are available in the platform with only a slight delay (important: critical publications)
An easy notification system
Microblogs traffic by day of InternetBeta conference
Monitoring – key points
Monitoring – key points
Monitoring – key points
Opinions about the speakers of InternetBeta conference expressed in microblogs
Monitoring – key points
Subscription fee independent of the number of monitored words
Applications
Day-to-day monitoring - some examples from our clients…
Developer – search of consumer pressure groups (reduction of apartment prices)
OFE (open pension funds) – monitoring of consumer opinions
Car company – study of opinions about service and car dealers
Producer of per food – monitoring of cat and dog breeders’ forums
Employer image study – comparison with main competitors
Employer image – four companies from the finance sector
PositiveNeutral
Negative
recruitment salaries job conditions
employee image
dismissals interships graduates
Trends
Keeping pace with SM (will anyone still remember Facebook in three years? ;))
Doing communications through a panel (Social Media Management)
Integration of data from multiple sources (better indicators for ROI calculations)
Social media is regarded as one of contact channels in company contact centers
Summary
Even social media opinion leaders have a relatively low influence on real life opinions.
The majority of product or service reviews is still published in forums.
Even if we are not active in social media it does not mean we are not discussed there – that’s why it’s good to control the situation.
Visit us at the Meeting Room
More questions?Meet us at the Meeting Room!
Artur Banach, NetSprint.pl [email protected]
Thank you!