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1. social 360

3. Today’s PresentersNygel WeisharSocial Media & Community Relations SpecialistEdmund ClarkeSenior Account Manager@nweishar

4. Today’s TopicsWhere does Sysomos fit in the picture?Deeper Insights into Social Data.Engagement, a Crash Course.Reporting: When, Why, and How.

5. Data Collection

6. TheChallengeBillions of Conversations Unstructured & Dispersed dataMultiple LanguagesHigh signal to noiseratioHow to interact,who to interactwithWhat and how to contribute

7. TheOpportunityAnalyticsMonitoringResearchPublic RelationsCustomer ServiceStrategizingMeasuringForecasting

8. AnalyticsMonitoringResearchPublic RelationsCustomer ServiceStrategizingMeasuringForecasting

9. MAP (Media Analysis Platform)Unlimited access to billions of social media conversations.

10. Historical database spanning back two years.

11. Conduct in-depth research to draw new insights and prepare detailed reports.

12. Ability to apply a full suite of analytics tools. HeartbeatMonitor, Measure, EngageMonitor all conversations pertinent to you and your competition.

13. Engage key influencers and opinion leaders directly from the platform.

14. Integrate Twitter and Facebook Fanpages to provide further analysis.

15. Notify team members of your team through the native CRM or email alerts.No single statistic will prove your point. You must aggregate social stats into concepts.Points of interest you may include in your reports: Verticals

16. Geo/Demographics

17. Deep Comparisons

18. Influencer Report

19. Conversation DriversVerticalsProduced by running compare reports in MAP and then compiling the CSV exports in excel.

20. Global IntelligenceGeography report produced in Heartbeat combining, country, state, and language statistics. Gender also taken from Heartbeat.

21. Deeper ComparisonsComparison report under the Heartbeat compare tab.

22. Deeper ComparisonsCompetitors have been replaced with main tags to provide an industry analysis.

23. Deeper ComparisonsAdded “shure” to the “Within” drop down to compare against industry.

24. Toronto Maple Leafs Example

25. Top Influencer

26. Why Bieber?

27. Why not others?

28. Proactive Influencer Search

29. Proactive Influencer Search12345

30. Conversation DriversTell A Story: Research In Motion

31. High Level SnapshotConversations Between Sept 21, 2010 – Sept 21, 2011Sentiment Ratio1:1.6North AmericaCalifornia – 15%New York – 14%Ontario – 12%Texas – 5%Arizona – 4%Quebec – 3%Other – 47%Twitter – 25.1 MillionForums – 2.5 MillionBlogs – 2.3 MillionNews – 737,633

32. Conversation Volumes

33. Conversation VolumesTweet Counts276,981301,063284,628228,928100,579107,94299,518

34. Spike Analysis

35. Spike Analysis

36. September 27, 2010RIM Launches the Blackberry PlaybookTweetCount: 276,981Reach: 493 MillionSentiment Ratio1:1.3

37. October 8, 2010UAE Announces reversal of ban on BBM TechnologyTweetCount: 99,518Reach: 143 MillionSentiment Ratio1:1.6

38. February 18, 2011Ubertwitter is shut down via twitter.TweetCount: 107,942Reach: 154 MillionSentiment Ratio1:3.5

39. June 6-8, 2011Apple announces major competitor to BBM called iMessage.TweetCount: 284,628Reach: 240 MillionSentiment Ratio1:1.8

40. July 27, 2011RIM Cuts 2000 jobs.TweetCount: 100,579Reach: 110 MillionSentiment Ratio1:2.3

41. August 8-10, 2011RIM temporarily disables BBM service to counter riot organization.TweetCount: 310,063Reach: 233 MillionSentiment Ratio1:2.8

42. September 15, 2011RIM announces Q2 earnings report. TweetCount: 228,928Reach: 445 MillionSentiment Ratio1:5.5

43. Negative Impact(Neg. Sentiment Ratio X Reach)652.4640.9539432253228.8

44. Negative Impact(Neg. Sentiment Ratio X Reach)2447.5

45. Tips & Tools UsedExplore!

46. The same story doesn’t often exist twice

47. In addition to Sysomos

48. Screenshot capture tool

49. csv export

50. buzzgraph

51. excel

52. Think outside the box

53. You’re part of the first generation of social analyzers, think like one!Stats Wrap UpSocial Media and it’s aggregated data can be used in countless ways. What we’re seeing is only the tip of the ice berg. Verticals

54. Geo-Demographics

55. Negative Impact

56. Conversation Drivers

57. Influencer Identification

58. Deeper ComparisonsBenefits of EngagementAnalyzing social is only the reactive side to a social media strategy.

59. Engaging in social media spans far beyond simply having a presence.

60. Provide additional value to your clients through offering engagement strategies/management.EngagementEngagement - Defined 1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.2. to attract and hold fast: The novel engaged her attention and interest.3. to undergo or cause to undergo interlocking, as of the components of a driving mechanism4. to attract or please: His good nature engages everyone.

61. Social Engagement1. Tweeting2. Blogging3. Facebook’ing4. YouTub’ing5. Quora’ing6. Google+’ing7. The list goes on…

62. Effective EngagementBe a part of the conversationListen before you speakSpeak to relevant topicsBe Honest/TransparentHave an actionable goal

63. Reasons to engage?Types of EngagementGeneral AwarenessCustomer ServicePromotionsCrisis CommunicationsProduct/Offer Development

64. General AwarenessPeople are talking – Have a presenceCommunity ManagementReach thousands instantlyInformation disseminationPoint of contactUsers EXPECT your presence

65. Influencer Monitor StrategyIf possible, try and engage everyone that mentions youIf not, use influencer monitoring strat.Use Top Influencers toolBuild tag of top influencersAdd new in time

66. Customer ServiceSocial is PersonalGive the CS dept. a personality faceliftSocial is FastOne of the quickest ways to reach clientsSocial is PublicLet everyone share in your CS triumphs

67. Customer Service MonitorUtilize Heartbeat’s Workflow Management SystemTrack all client engagementsAutomated alerts focusing around “help”related terms

68. PromotionsExtremely cost effective way to reach large audienceCan be much more targeted

69. Promotions MonitorTrack for mentions of your brand, product, industryProactively offer deals to already interested users Promos to dissatisfied potential switchers

70. Crisis CommunicationsFastest way to understand when something is going wrongMakes reaction time incredibly fasterDisseminate accurate information with a broad reach, quickly, for free

71. Crisis MonitoringProposed New Logo:Volume around conversation:

72. Crisis MonitoringLogo Revision: Volume around conversation:

73. Benchmark the Conversation1:33:1

74. Traditional Product/Offer DevelopmentTraditional Approach Focus GroupsSurveysCostly practiceMistakes are even more expensive

75. Times Are ChangingSocial Media monitoring is providing the same (if not more) informationEliminate Survey BiasInstant FeedbackTrack Changes

76. Product/Offer Development How ToThe BIG FourFacts and StatisticsHelps build cases when developingEvolving Trends and MarketsHave products ready for sale at perfect timeSeasonal Buying TrendsInsights into whats coming nextKey Social InfluencersSome of the best people to talk toKey Social InfluencersSome of the best people to talk to

77. Engagement Do-Not’sLieBe Slow or inconsistentOver spam people

78. Engagement Do-Not’sOr this…

79. Heartbeat or MAP?

80. Differentiators

81. Differentiators

82. What’s in it for you?MAP will allow you to deliver comprehensive audit reports to your client on not only their brand, product or service but also on any topic within their industry.Service multiple clients with comprehensive month end reportsIdentify trends and influencers on any topic across the social media landscapeEnabling you to develop comprehensive outreach strategies for your client – reaching the right people in the right placesNew Business Pitches

83. What’s in it for you?Real time monitoring measurement and engagementPre set searches – track what is important to you or your clientSubcategorize conversations – helping you to deliver actionable insights to inform your clients social media strategyReal time email alerting and RSS feeds making sure you never miss a beat relating to your clients online presence.Engage in conversations directly within the systemIntegrate seamlessly with your end clients ecrm systems for integrated outreach and customer careIntegrate your facebookfanpage for monitoring and automoderation

84. Building a ReportWhat is the purpose:Exploratory

85. Social Audit

86. Prospects

87. Statistical Recap

88. Campaign Tracking

89. InsightsExploratoryWho: Prospective and Current clients currently not engaged in socialWhat: Report outlining current state of social media.When: Organization has no strategy/familiarity w/ social media.Why: A great opportunity to showcase for clients the amount of potential social media networks can provide and currently how they stand.

90. ExploratoryHow:The Goal:Include spike analysis over 2 year period

91. What happened, when, and why

92. The less share of voice, the greater opportunity for growth

93. Point out areas of weakness, and offer ways to potentially improveStatistical RecapWho: Clients/prospects who have small/medium sized social operations.What: Highlighting simple areas of strength & weakness. Meant to validatesocial efforts/potential of social media.When: Client has some knowledge ofsocial media and deploys simple baseline strategies.Why: Often the “straw that breaks the camels back” when it it comes to deciding to deployand engagement strategy

94. Statistical RecapHow:AND ORThe Goal:Applaud current efforts by showcasing growth/evolution in applicable areas.

95. Point out areas of improvement

96. Sentiment, Demos, Geography, Reach, SOV

97. Use Recap to build a case for deploying social mediacampaign/engagement strategyCampaign TrackingWho: Clients who currently deploy social media strategically in various capacities.What: Provide results tracking based on key deliverables and/or predefined benchmarks.When: Client/Prospect who could benefitfrom understanding how their currentSocial campaigns are winning/losing.Why: Without benchmarksand deliverables to track andmeet, it becomes much harderto prove that you are providingvalue to your client

98. Campaign TrackingHow:The Goal: Set benchmarks/deliverables before campaign start

99. Share of voice growth, sentiment increase, engagement level, reach, etc.

100. Heartbeat should track all relevant companies/brands (including comp.)

101. Organize tags into campaign specific terms

102. Track competitors campaignsif existing InsightsWho: Client/Prospect has worked with monitoring toolsbefore and understands social.What: Information that goesbeyond the “What happened”. When: Simple engagement/influencer strategy is no longer effectiveWhy: Client/Prospect is looking to improve their currentstrategy and is looking for ways to improve.

103. InsightsHow: ANDThe Goal: Provide more then just simple baseline numbers

104. Combine different tools for deeper looks

105. Provide recommendations on ways to improveWrap-UpDeeper analysis comes, when you think outside the box

106. Being engaged is the only way to succeed in social media

107. Depending on the “social acceptance/employment” of client, reports will vary in focus and length – Be sure pick the right styleFinally – We’re here to help!Our account management team is always willing to help you in your analysis.

108. Don’t ever hesitate to contact us.

109. Always feel free to contact us through social.

110. Twitter

111. Facebook

112. Google+

113. Our BlogQuestions?Nygel WeisharSocial Media & Community Relations Specialist@nweisharin/nweisharnweishar@gmail.comnweishar@sysomos.comEdmund ClarkeSenior Account Managerin/edmundclarkeSysomosSysomoseclarke@sysomos.com

115. social 360

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Social 360

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