Post on 08-May-2015
description
First Priority for a Social Media Strategy:
A Brand Audit Using a Social
Media Monitoring Tool
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
An Excerpt from the Let’s Talk Social Media ROI Series
Cornerstone of Listening
The social web is filled with conversations about your
brand, your competitors and industry topics. Everyone is
in agreement that listening is the first step before you
should join the conversation.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
A Brand Audit is the First Step in Social Media Monitoring
There is a natural progression of application of social media
monitoring over time as a company gains experience:
• Brand Audit
• Public Relations
• Corporate Marketing
• Search Engine Optimization
• Product Development
• Competitive Insight
• Sales – Lead Gen
• Customer Service
• Social Media Campaigns
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Brand Audit Goals
The primary purpose of a brand audit in social media is to
provide direction for a social media campaign or
engagement.
But what is the justification for doing so? A brand audit not
only indicates reasons to participate but also identifies
where to do so online as well as offline.
A social media monitoring tool provides in-depth information
that will provide considerable insight into a
social media strategy.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Daily Volume Report
Charts the number of conversation over time
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Capabilities Needed for a Brand Audit
Share of Voice Report
Shows the distribution of the conversations across the social
networks.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Themes Report
A word cloud that is created by analyzing all of the
conversations
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Author Tags
Depict the words that people are most frequently tagging
their content with in the hopes that others will search for it.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Author Tags
Depict the words that people are most frequently tagging
their content with in the hopes that others will search for it.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Demographic Reports
Sorts the data by age, gender, and popularity.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Top Domains Reports
Shows the domains where the majority of the conversations
are happening online.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Top Authors Reports
Shows the authors that are generating the most conversations.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Map Overlay
Identifies the physical sources of the conversations.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Top Languages Reports
Creates a list of the languages that consumers are using when
creating their content.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Social Media Monitoring Tools Needed for a Brand Audit
Brand References and Content Tone Reports
Indicates the Sentiment and tone around the conversations.
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
A Brand Audit Business Objectives
Marketing
• Clarify whether the messaging is connecting with
customers
• Is it reaching the target audience
• Are the word of mouth marketing efforts being
achieved?
• Are there opportunities for lead generation?
• Generate more word of mouth
• Reduce market research costs
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
A Brand Audit Business Objectives
Sales
• Build relationships
with potential
customers
• Contribute to building
brand visibility
• Reduce customer
acquisition costs
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Customer Service
• Are customers receiving
responses in a timely
manner
• Are their needs being met
satisfactorily
• What is their sentiment
• Reduce customer support
costs
• Increase customer loyalty
A Brand Audit Business Objectives
Public Relations
• Improve public
relations effectiveness
• Build advocacy
program Identify
influencers and
engage them
• Minimize brand crises
• Establish thought
leadership
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
Product Development
• Gather ideas for products
• Innovation - Improve new
product success ratios
• Bring outside ideas into
organization
• Competitive insight
• Reduce product
development costs
How to Do a Brand Audit
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
1. Set up searches
2. Scrub the results:
3. Use Share of Voice Report
4. Use Compare Dates Report for business
development
5. Review the reports listed above in section 1 of
Purposes of a Brand Audit for insight
6. Create a report that offers insight on potential
objectives to be accomplished in a social
media strategy
Conclusion
Download the full whitepaper here:
http://socialmedia.alterian.com/learn-more/roi/brand-audit-whitepaper
A brand audit is essential for every social media
engagement and the measurement of it. Assessing a
brand's online presence without a social media monitoring
tool would be very difficult. A professional tool offers the
advantage of aggregating all of the information in one place
and the ability to perform an in-depth analysis of the data in
a variety of ways. It provides the basis for determining the
business objectives. The tool also provides a basis for
benchmarking the data and creating a reporting
methodology as the social media strategy is executed.