How to analyse influence via dynamic conversations - mapping social media week. Social media week in London provided an excellent opportunity to analyse influence. Too often when there is a breaking story, I whish I could have turned back the clocks by a few days to see how the story originated and spread whilst focussing on who the key people were in the conversation and what they did to help propagate it. This blog post will illustrate several key concepts that are unique to TweetLevel and Edelman. Conversation map analysis shouldn’t be conducted post event but through real time metrics allowing you to understand what time of engagement behaviour an influential person has. After all what’s the point of a static map when conversations aren’t the end result but a flow of information over time.
The key players in a conversation are not just the most popular but those who start the ideas, spread and curate them. We call these people the new influentials. Timing is critical. Dynamic conversation map What we can learn from this.. Time jump conversation map. Publish Your Data. What is the Value of Engagement to the Customer? « Social Media Monitoring and Engagement – Radian6. So often, when we talk about the value of customer engagement, the focus is on the value or return for the organization. What’s in it for us (the organization) does not always translate into what’s in it for the customer who engages with us. Participation in community conversation is not a one-off interaction or simply a means to an end (closing the sale). Especially, not to the customer. Begin by understanding the customer decision making process from their perspective. Need/Want Recognition: Consumer identifies problem/desire?
Sync this five-step process with the psychological needs driving human motivation to your brand. For each step, identify all channels (traditional and social media) where actions are being taken by consumer/community along the customer buying/decision process. Now from that list, identify appropriate channels and tools you will employ to facilitate customer buying/decision process. If relevant, this is how you begin making the case for using social media!
Conducting A Social Media Audit. By Kristy Bolsinger on Aug 13, 2010 The ability to conduct a thorough and meaningful social media audit is an invaluable weapon in a good marketing arsenal. Whether you’re a consultant getting started with a new client, or an in-house SMM (Social Media Marketer – so I don’t have to type that out every time) looking to improve your current efforts – compiling a holistic and complete picture of your current state of affairs is critical. Certainly every case is different based on the needs of the organization or client but I’ve pulled together a list here that I’ve compiled by looking at client audit’s that I have done in the past as well as the quarterly audit’s I do for my employer. Please feel free to share any points in the comments that you think others should be considering as well. An audit will be a very individualized process.
So at this point I open it up to all of you. Top Tools for Social Media Monitoring. This morning I read Dave Chaffey's post on Online brand reputation or listening software — a review of 26 tools and found a lot of richness in the list, including the idea of segmenting the list of Social Media tools by function (see below): I don't think the categories are hierarchical, and the list is far from complete, even though most of the top solutions are on it. Also excited about 2010 and what Dave Chaffrey predicts Social Media Tools will evolve into: Capability for image tracking, video, logo, photos etc Integration with workflow, ERP systems, etc Range of report formats, styles, configured as ‘products' Chart and analysis integration — mapping, 3D, tag clouds, visualisation techniques, etc Actionability -direct intervention in dialogue, development of advertising, web campaigns, etc The points I highlighted are big ones, and match up with what I predicted in the Future of Social Media Monitoring presentation I gave in London last month (see below) ..
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