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Social media measurement for marketing campaigns

Posted By Sheldon Levine On October 19, 2010 @ 3:50 pm In IR/PR | 4 Comments

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This was an interesting week in the #smmeasure chat. We kicked it off by looking at different ways companies could leverage social media. It wasn’t long, however, before a lot of guests got into into a debate about the use of social media as a customer service/retention tool. The debate went the entire length of the chat, and though we haven’t added that debate coverage to this week’s recap, it was quite interesting, so I invite you to view it in the full transcript [1] of the chat here.

Here’s this week’s recap:

#smmeasure chat #12 recap

Q1-How do you leverage social media measurement for lead generation?

  • @gprzyklenk:     A1 – lead gen is a sticky subject in SM, interested to hear everyone’s approaches, are you a seller, or an educator, or a lurker?
  • @ken_rosen: Q1 SM seems both a way to hear (e.g. #Tw) and a place to be (e.g. blog, FB, LI). Useful to track separately.
  • @jgombita: @gprzyklenk esp. when you tack in lead generation “measurement.” BTW, should add in curator/information-generator & connector
  • @MichaelNus: Q1: if you’re doing SM offline as well as online leads come your way naturally – unless you’re unlikeable :p
  • @brightmatrix: Just so I’m properly educated: does “lead generation” in SM strictly refer to $$$ or can it also include site traffic, etc?
  • @40deuce: @brightmatrix I suppose that answer will depend on your goals. answering for both could be good
  • @fragileheart: A1: I still think making ‘looking after your existing customers’ the #1 priority is the best way to generate leads + innovation
  • @jgombita: A1. Really think it depends on whether you are looking at social media as marketing platforms or PR/communication vehicles.
  • @brightmatrix: My use of SM in business has been to use the channels to broaden communications & bring folks back to the information’s source.
  • @AnthonyZanfini: It’s a lot less costly to retain customers than to acquire. And those your retain will talk more than new one
  • @40deuce: I personally monitor online chatter for people who say they’re looking for SM monitoring & analytics and suggest my company
  • @schinski: Q1 Address customers experiencing any issues with your service. Next, look for same with competitors

Q2-How do you gauge success or potential opportunity when analyzing competitive intelligence?

  • @gprzyklenk:     A2: Personally, I know I always compare engagement against competitors, and even against partners… (ya, even you @40deuce)
  • @MichaelNus: Q2: big question. Are you chasing a keyword, subscribers, a niche? Are you new to the scene?
  • @40deuce: A2: One measurement I like to look at here is share of voice. If people are talking more about you than comp, it’s (usually) good
  • @JPedde: Q2: The Moving & Storage industry is just barely online. Measuring competitive intelligence isn’t necessarily a focus right now
  • @MolsonFK:     Positive SOV (share of voice)
  • @gprzyklenk:     A2: whenever you can stack data in context, comparing efforts in SM against competitors, everyone wins
  • @gprzyklenk:     Q2a: what if what you find in a comparison signals bad things? wouldn’t that be more important to know?
  • @brightmatrix: @gprzyklenk IMO, any intelligence that you can measure & take action on, good or bad, is valuable

Q3-How do you leverage social media measurement to enhance products and services or spur business development?

  • @brightmatrix: Find out what people are seeking & give them more, esp. more timely mediums like blog vs. periodic publications.
  • @MolsonFK: Q3 Listening & responding. In about 25-250 ways.
  • @40deuce: A3: This is where listening comes in key. Just listening can always tell you what your customers want from you
  • @gprzyklenk:     A3: aside from listening and enhancing products/services, can also help you find potential partners, influencers, advocates
  • @40deuce: A3: I actually wrote a post about listening and then acting on what you hear this morning: http://bit.ly/9SXB3J
  • @gprzyklenk:     A3: IMO delivering on what you heard people want (make sense?) and making that clear is also hugely credible
  • @fragileheart: A3: listening is key; but its also important to let ppl know that u are willing to listen or they wont speak up

Check back here every week for chat recaps and transcripts.  Join the Marketwire Facebook page [2] to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure [3] or @marketwire [4] or send an email to nshin[at]marketwire.com.  Keep track of all the #smmeasure chat recaps [5].

Join the #smmeasure LinkedIn Group [6] to connect with others interested in social media and measurement.  See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST, 5:00 pm if you’re in London, and 3:00 am Friday if you’re in Melbourne.

See you next Thursday!
Sheldon, community manager for Sysomos [7] (aka. 40deuce [8])

Related posts:

How to market your product using the 4Ps
McDonald’s Might be the Social Media King
The Difference In Discussion Of Pop News And Real News In Social Media
Sysomos's SXSW Buzzword BINGO And More

Article printed from @Marketwired Blog: http://blog.marketwired.com

URL to article: http://blog.marketwired.com/2010/10/19/social-media-measurement-for-marketing-campaigns/

URLs in this post:

[1] full transcript: http://wthashtag.com/transcript.php?page_id=16193&start_date=2010-10-14&end_date=2010-10-14&export_type=HTML

[2] Marketwire Facebook page: http://www.facebook.com/marketwire

[3] @smmeasure: http://twitter.com/smmeasure

[4] @marketwire: http://twitter.com/marketwire

[5] #smmeasure chat recaps: http://blog.marketwired.com/tag/smmeasure/

[6] #smmeasure LinkedIn Group: http://www.linkedin.com/groups?mostPopular=&gid=3258194

[7] Sysomos: http://sysomos.com

[8] 40deuce: http://twitter.com/40deuce


How to market your product using the 4Ps
: http://blog.marketwired.com/2012/08/20/marketing-your-product-using-the-4ps/


McDonald’s Might be the Social Media King
: http://blog.marketwired.com/2012/06/08/mcdonalds-might-be-the-social-media-king/


The Difference In Discussion Of Pop News And Real News In Social Media
: http://blog.marketwired.com/2013/09/05/pop-news-real-news-social-media/


Sysomos's SXSW Buzzword BINGO And More
: http://blog.marketwired.com/2014/03/06/sxsw-buzzword-bingo-and-more/

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