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Www.notifiedrussia.ru St.lPetersburg14.02.2013 Эффективный мониторинг социальных медиа. Западный опыт, как это применить в России? Elias Hedberg, Notified.

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Presentation on theme: "Www.notifiedrussia.ru St.lPetersburg14.02.2013 Эффективный мониторинг социальных медиа. Западный опыт, как это применить в России? Elias Hedberg, Notified."— Presentation transcript:

1 St.lPetersburg Эффективный мониторинг социальных медиа. Западный опыт, как это применить в России? Elias Hedberg, Notified Russia

2 Efficient monitoring of social media Why?

3 Your brand / Competitors / Industry Follow up your marketing Find key partners Prospect clients Take care of your existing clients 100s of uses – tinyurl.com/100-uses

4 Monitor your Industry – Example Major Swedish bread manufacturer: – bread trends – health aspects – transports (and more)

5 Who?

6 Who? Everyone? Influential players? Particular interest? Certain age?

7 Where?

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

9 How?

10 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

11 How – Broad or Narrow Search? You cant 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

12 Keywords example Englishtown – online English course …but also a town in New Jersey, USA –> Exclude "New Jersey", "NY"

13 Photo by: Mark Pinder,

14 Keywords example Englishtown – online English course …but also a town in New Jersey, USA –> Exclude "New Jersey", "NY" …and "racing"

15 Prospect Clients – Example Head hunting company wanted to find potential clients Requisits: 1.Major international or Russian company 2.…that is about to invest –> needs people 3.Relevant contact person (CEO or high manager)

16 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

17 Thanks! Thats all I had. Thank you for your attention. If you have any questions, feel free to ask. Trends & Observations

18 Trends & Observations (1–2) (Sweden) 1.Passive –> active – 1 st step: listen & analyze – 2 nd step: communicate 2.Cooperation with blogs and key players – Not new, but growing

19 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

20 Why Where What How This …will solve that Who

21 Thanks! Thats all I had. Thank you for your attention. If you have any questions, feel free to ask. thanks!

22 Thanks! Thats all I had. Thank you for your attention. If you have any questions, feel free to ask.


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