Www.notifiedrussia.ru St.lPetersburg14.02.2013 Эффективный мониторинг...

www.notifiedrussia.ru

St.lPetersburg 14.02.2013

Эффективный мониторинг социальных медиа.

Западный опыт, как это применить в России?

Elias Hedberg, Notified Russia

Efficient monitoring of social media


Why?

Why?

• Your brand / Competitors / Industry• Follow up your marketing• Find key partners• Prospect clients• Take care of your existing clients

• 100’s of uses – tinyurl.com/100-uses


Monitor your Industry – Example

• Major Swedish breadmanufacturer:– bread trends– health aspects– transports(and more)


Who?


Who?

• Everyone?• Influential players?• Particular interest?• Certain age?


Where?


Where?

• Where do the people you want to listen to talk?– Everywhere– Facebook– VKontakte– Blogs– …


How?


How?

• Find the right keywords– What keywords do people really mention when

they talk about your topic?(It might not be the most obvious ones.)

– Use your fantasy– Common misspellings + various latinizations– Test it


How – Broad or Narrow Search?

• You can’t capture everything• …but you can capture most of what is relevant

to you– …if you set up your search wisely

• Better few relevant, than many irrellevant• Start with a broad search and narrow it down


Keywords example

• Englishtown – online English course• …but also a town in New Jersey, USA

• –> Exclude "New Jersey", "NY"



Photo by: Mark Pinder, http://www.sxc.hu/photo/457742

Keywords example

• Englishtown – online English course• …but also a town in New Jersey, USA

• –> Exclude "New Jersey", "NY"• …and "racing"


Prospect Clients – Example

• Head hunting company wanted to find potential clients

• Requisits:1. Major international or Russian company2. …that is about to invest –> needs people3. Relevant contact person

(CEO or high manager)


Prospect Clients – Solution…

• Keywords investment(s) and manager• Focus on Online Editorial Media

(online newspapers)– automatically solved the "is about to" criterion

(they mostly write about recent/upcoming events)

–> Around 40% relevant hits


Thanks!

• That’s all I had.• Thank you for your attention.

• If you have any questions, feel free to ask.

Trends &Observations

Trends & Observations (1–2) (Sweden)

1. Passive –> active– 1st step: listen & analyze– 2nd step: communicate

2. Cooperation with blogs and key players– Not new, but growing


Trends & Observations (3–4) (Sweden)

3. Traditional media incorporate social media as source– SVT + Aftonbladet: Eurovision Song Contest– SR Skåne: Internet harassment discussion

4. Big city phenomenon only?(Not about company location but about market location)

– Direct contact more important– Fear of loosing control


Why


Where

WhatHow

This…will solve that

Who

Thanks!


• If you have any questions, feel free to ask.

thanks!www.notifiedrussia.ru

[email protected]

Thanks!


• If you have any questions, feel free to ask.www.notifiedrussia.ru

[email protected]

Www.notifiedrussia.ru St.lPetersburg14.02.2013 Эффективный мониторинг...

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