Social Media Tools• The free … and the not so free

resources for monitoring, measurement, content curation/engagement and engagement)

• (For UCLA x469.21• PS: Feel free to tweet this out!

@serena

Agenda

• Free Tools! • But first…. Setting goals• Shhhh! Start listening• Where are your customers? • Everyone needs an automated assistant• Finding influencers• Finally, a little help• Other ridiculously cool links• And of course a plug for Social Media Club– Extend your education after this course!

Setting Goals

• Consider the marketing funnel

• Consider your consumer(s) purchase process

• Be realistic• Adjust as you go

How to Set Up A Monitoring Program

Reputation Terms To Monitor• C-suite names• Brand/products• Cashtags• Competitors• Industry terms

• Activists• Investors• Journalists• Typos

Shhhhhh! Start Listening

• Google Alerts• Google Blog Search• Google Trends• Technorati • Social Mention• Topsy• HowSociable• Addictomatic• BoardReader

And of course....

• Thinkupapp.com• Bottlenose• Cyfe

And if you have budget• NUVI• Sysomos

Bonus Tools• Facebook Tools– FB Analytics– EdgeRankChecker

• Twitter Tools– whathashtag.circulorojo.es/ – WThashtag– TwitterCounter – CYA– SocialBro – comm. mgmt– Twitalyzer – localized search– TweetReach – influencer reach– Nearby Tweets – localized monitoring

Finding Influencers

• Klout• PeerIndex• Kred.ly• FollowerWonk• AllTop• Listorious• Wefollow

Finally… A Little Help

• Hootsuite• Tweetdeck• BufferApp• CoTweet• Time.ly

Act Upon Results!• Identify new fans • Listen for issues and

attacks• Determine company

opportunities• Assess potential impact• Use decision trees • Enlist DCMA takedowns

Create a Search Result Baseline

Use Decision Trees!Definition Response levelActivist attack Report to CEO, IR, PRStock impacting situation Report to CFO, IR, PRAngry customer Report to Customer ServiceMessage misalignment Report to PR, IRCEO misquote Report to IR, PRSocial media mistake Report to PR, IR, HRCustomer queries Pre-approvedArticle shares quotes Pre-approvedBrand fans Pre-approved

High Threat

Medium Threat

Low Threat

Threat Level

Editorial Calendars!

• Get organized• Who is your audience• Set a frequency• Determine content type• Determine content theme• What assets do you have

Editorial Calendars!

• Write for your audience– Be granular

• Align with annual dates• Write out tags, metatags and label your

images• Promote your calendar• Find likeminded partners

Tips!

• Promote your content – Click to Tweet

• Measure and adjust

Other Ridiculously Cool Links

• Bit.ly• Google Analytics• Google AdPlanner• KeywordSpy• Wordpress• Compete

Don’t Stop Learning!

Thank You!