"Everybody's Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You" by Jeffrey Cohen, Social Strategist at Radian6. Presented at Murmuration 2012.

1. Everybody’s Talking!
Are You Listening?
How Social Media Technology
Brings Online Conversations to
You

2. The following slideshow was presented by Radian6’s Social Strategist
Jeffrey Cohen at
Murmuration 2012
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© 2011 Radian6

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4. Social Strategist
@JeffreyLCohen

5. The B2B
Social Media Book
amzn.to/b2bsm2

6. #radian6

7. http://www.flickr.com/photos/faceme/2677735132/

8. http://www.flickr.com/photos/free-stock/4816852493/

9. The Great Divide

10. Volume of Conversations
250 million
tweets/day

11. Volume of Conversations
1.5 billion
posts/day

12. Volume of Conversations
Billions of
blogs,
comments,
communities

14. Monitoring the
volume of social
mentions
requires people
or technology.
Tweet This!
@JeffreyLCohen
#radian6

15. Three Phases of Monitoring
• Listening
• Measuring
• Engaging

16. Listening
Brand and Product
Mentions

17. Listening
Discover Signal from
Noise

18. Listening
Monitor Competitors
and Industry

19. Listening
Finding Influencers

20. Measuring
Set a Goal

21. Measuring
Connect with Business
Goals

22. Measuring
Measure what you can
Move

23. Engaging
Respond to Questions

24. Engaging
Share Valuable Content

25. Engaging
Track Activities

26. Successful
monitoring
requires
actionable goals
that can be
measured.
Tweet This!
@JeffreyLCohen
#radian6

27. Building Healthier Online Communities
Advice and
Recommendations

28. Building Healthier Online Communities
Discover Content and
Recommenders

29. Building Healthier Online Communities
Answer Questions and
Publish Content

30. Building Healthier Online Communities
Solve Customer
Problems

31. Listen to
customers like
@GNCLiveWell so
you can answer
their questions.
Tweet This!
@JeffreyLCohen
#radian6

32. Integrating Feedback into Marketing
“Refresh Everything”
Campaign

33. Integrating Feedback into Marketing
Monitored thousands
of conversations
overnight

34. Integrating Feedback into Marketing
Immediate feedback

35. Integrating Feedback into Marketing
Changed ad spend for
follow-up campaign

36. Collect real time
feedback like
@Pepsi to make
smarter marketing
decisions.
Tweet This!
@JeffreyLCohen
#radian6

37. Discover and Build a User Community
Inner Circle of
Power Users, Fans and
Advocates

38. Discover and Build a User Community
Over 25,000 Members

39. Discover and Build a User Community
Product Suggestions
and Comments

40. Discover and Build a User Community
Product Roadmap,
Prioritize Features and
Catch problem

41. Discover and Build a User Community
Advocates Share and
Spread Content

42. Discover and Build a User Community
Recruit New Members,
Find New Communities

43. Build an Inner Circle
community like
@IntuitInc for
product reactions.
Tweet This!
@JeffreyLCohen
#radian6

44. Making B2B Social Media Work
Listening to Engineers,
Business Owners and
for Industrial Topics

45. Making B2B Social Media Work
Focus on Blogs and
Forums

46. Making B2B Social Media Work
Content Marketing,
Product and Service
Concerns and
Competitive Intelligence

47. Making B2B Social Media Work
Distributed to Product
Marketing and Dealer
Relations

48. Making B2B Social Media Work
Discover New Leads
and Retain Customers

49. Listen across the
B2B distribution
channels like
@CaterpillarInc.
Tweet This!
@JeffreyLCohen
#radian6

50. Social Media Command Center
Monitors over 25,000
Daily Conversations

51. Social Media Command Center
11 Languages

52. Social Media Command Center
Twitter Reach is Greater
than Top 12 US
Newspapers

53. Social Media Command Center
Find Every
Conversation and
Respond for Service,
Sales and Community

54. Social Media Command Center
Route Relevant, Timely
Customer Feedback to
Anyone in Company

55. Social Media Command Center
“It is also about getting
that information to the
right people wherever
they are in the Dell
organization, globally
and functionally.”
Manesh Mehta
VP Social Media and Community

56. The @Dell
Command Center
achieved 46%
more customer
reach with the
same employees.
Tweet This!
@JeffreyLCohen
#radian6

57. Engage Athletes, Fans and Customers
Real Time Feedback to
Inform Marketing,
Product and
Communications

58. Engage Athletes, Fans and Customers
Turn a Leading Sports
Brand into a Leading
Participatory Brand

59. Engage Athletes, Fans and Customers
Realized Increases in
Site Traffic,
Engagement and Sales

60. Engage Athletes, Fans and Customers
“Every single person in
marketing is seeing the
insights brought to life in
real time. It reminds
them how important it is
to know the heartbeat of
the consumer.”
Bonin Bough
Global Director of Digital and
Social Media

61. You don’t need a
fancy room to do
amazing social
customer service.
Tweet This!
@JeffreyLCohen
#radian6

62. http://www.flickr.com/photos/nathaninsandiego/5652269620/

63. Thank You
Jeffrey L. Cohen
Social Strategist
Jeff.Cohen@radian6.com
amzn.to/b2bsm2
Road (previous slide):
http://www.flickr.com/photos/sambou/2611998145/

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© 2011 Radian6