Dominic Stoecklin - Social media monitoring: Beyond listening

Social Media Monitoring: Beyond Listening. Dominic Stoecklin, Competence Center Social Media Goldbach Group June 2012, Ljubljana, DIGGIT

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ME / nike / coca-cola / apple / tennis / running / soccer / fc barcelona / fc basel 1893 / basel / helsinki / san diego / @dstoecklin

© 2012 Goldbach Interactive

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«Effective monitoring involves all those

conversations using relevant keywords and

key phrases to find the posts and

conversations that matter to your business.»


Source: Radian6 (2012), http://www.radian6.com/resources/library/the-guide-to-social-media-monitoring

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Monitoring Is More Than Listening.


Public Relations 74%

Customer Retention 60%

Reputation Management 51%

Market Research 47%

Product Launch 46%

Source: Ethority (2012), http://www.ethority.de/weblog/2012/05/07/social-media-monitoring-als-trendforschungs-tool/

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Social Media Cases.


Source: Twitter (2012), http://twitter.com/SwissAirLines

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Social Media Cases.


Source: Twitter (2012), twitter.com/Swisscom_Care

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Social Media Cases.


Source: Zweifel (2012); http://www.zweifel.ch

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Social Media Monitoring Reports: In What Context?


Overall Strategy

Business Goals

Social Media Strategy

Social Media Monitorng Reports & KPI Framework

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Development Of Social Media Reports.


Management Summary & Dashboard

Platform Reports Earned Media

Reports Campaign Reports

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1. Social media analytics should be viewed as a part of a bigger picture.

2. In order to support decision making relative change and the usage of time series are crucial.

3. Dashboards, platform reports and ad-hoc reports for special purposes are a sound basis.

4. Maybe ROI isn’t what we’re currently tracking in social media. However, we have to report some KPI’s and they should depend on the goals set within a social media strategy and are tied to the overall strategy

5. There are some ways to calculate ROI: a) Tie online revenue to social activities. b) Calculate opportunity costs of online/offline marketing activities.

5 Basic Social Media Analytics Rules.


Source: Mike Schwede (2012), http://mike.schwede.ch/

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Social Media Monitoring?

Listen. Engage. Learn. Adapt.


GOLDBACH INTERACTIVE (SWITZERLAND) AG

Mattenstrasse 90, 2503 Biel/Bienne

Seestrasse 39, 8700 Küsnacht

www.goldbachinteractive.ch

/ Dominic Stöcklin / Senior Consultant / [email protected] / twitter.com/dstoecklin

Dominic Stoecklin - Social media monitoring: Beyond listening

Business

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