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Social Media Mapping Merrimack College

Social Media Mapping - research your audience and map your social graph. This gives you the data you need to produce great content that engages your stakeholders.

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Social Media Mapping Merrimack College

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  1. Social Media Mapping Social Media Mapping Social Media Mapping Social Media Mapping Visualize your organization’s digital landscape for effective online engagement Sally Falkow APR

  2. Value of Listening Value of Listening Value of Listening Value of Listening Value of Listening Value of Listening Value of Listening Value of Listening Customer Insights  R & D  New Markets  Brand Positioning  Competitive Intelligence

  3. Create a Dashboard Create a Dashboard Create a Dashboard Create a Dashboard NETVIBES

  4. Customers/Clients Customers/Clients Customers/Clients Customers/Clients •Where are they? • Who is talking • What are they saying? • Who are they connected to?

  5. Rapportive Rapportive Rapportive Rapportive

  6. Journalists Journalists Twitter Bio Search MuckRack Cision JournTweets LinkedIn

  7. Twitter Bio Search Twitter Bio Search

  8. How to do the Bio Search How to do the Bio Search

  9. Bloggers Bloggers Google Search Top/Best (Category) Blogs Engage 121 Little Bird Blog rolls

  10. Competitors Competitors Competitors Competitors  What are they doing?  What are people saying about them?  Where are they active online?  What have they done that was successful?  Any gaps or threats?

  11. Influencers Influencers Influencers Influencers

  12. Opinion Leaders 1 in 10 Online Influencers 3 in 10 Amplified voices Fans Followers Friends Influencers

  13. Evangelists Evangelists Evangelists Evangelists  Know your Passionate Fans  Spread the Word  Protect the Brand in a Crisis

  14. Brand Brand Brand Brand Ambassadors Ambassadors Ambassadors Ambassadors Nurture your evangelists Make them part of the team Create Brand Ambassadors

  15. Mizuno - The Mezamashii Run Project It is no secret that i am an Asics or Nike Running shoe man. I rarely deviate or try different Brands. A few months ago I tried the MIZUNO – WAVE RIDER 15 and I was very impressed with the shoe. It totally changed my impression of the Mizuno Brand. I prefer the shorter runs rather than the long ones! I've always been a Nike girl, but since your posts and lots of running experience, I'd love to get my hands on a pair of Mizunos and get back on the path! This is a blog I like to visit regularly and I got to know that Running Shield’s favorite shoe brands are Asics and Nike. Thus, it was a bit of a surprise for me to read him writing about Mizuno. My Mizuno shoes arrived in time for me to test them out. You know, on one of the toughest marathon courses in the country. And you know what? They were awesome. So I tested them AGAIN on a trail half marathon the next day. I'm pretty much making them my new trail shoe.

  16. Opportunities Opportunities Opportunities Opportunities New Markets New Markets R & D R & D Product Launches Product Launches Gaps Gaps Competitors’ mistakes Competitors’ mistakes

  17. Hennessy

  18. Detractors Detractors Detractors Detractors Complainers Organized attacks

  19. Digital Crisis Report Digital Crisis Report Digital Crisis Report Digital Crisis Report 79% expect a major crisis within 12 79% expect a major crisis within 12 months months  More than half think it will be More than half think it will be online online  Only 54% have a plan Only 54% have a plan  49% of those with a plan still have 49% of those with a plan still have gaps gaps  Less than half (45%) know who Less than half (45%) know who their influential customers are their influential customers are

  20. Progressive Insurance Progressive Insurance Case of under insured driver policy Blog post Facebook posts Invited to Today Show

  21. Social Media Threats Social Media Threats Social Media Threats Social Media Threats 76% could have been avoided (Altimeter Group) 

  22. Content Strategy Content Strategy Content Strategy Content Strategy When you know what people are saying, what they think and feel, who they are connected to and what they are interested in, you can create and publish content that gets results.

  23. Takeaways Takeaways Takeaways Takeaways 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Measure what matters Set up a cross-discipline social media team Map your social graph Discover who is in your graph Identify the influencers in each node of the graph Listen to the conversations Analyze the information Set goals based on what you find Publish great content Build a supportive community online

  24. Q and A Q and A Q and A Q and A Blog: www.proactivereport.com Facebook SallyFalkowDigitalPR Twitter: @sallyfalkow Email: sally@meritusmedia.com Website: www.meritusmedia.com

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