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 Artur.Banach@netsprint.pl

Thank you!