11-10-2010 09:35 AM
Archive of live chat 'Best Practices in Social Media Monitoring with Jeff Esposito of Vista Print and Erin Korogodsky of Lithium Technologies
[ 11/10/10 8:31 AM] Paul G - Lithium: Good Morning everyone! Welcome to our virtual chat
[ 11/10/10 8:32 AM] Erin Korogodsky: hi everyone!!
[ 11/10/10 8:32 AM] Jeff.Esposito: Hello everyone
[ 11/10/10 8:32 AM] Paul G - Lithium: We're delighted to have Jeff Esposito from Vista Print and Erin Korogodsky from Lithium
[ 11/10/10 8:32 AM] Paul G - Lithium: talking about best practices in social media monitoring
[ 11/10/10 8:33 AM] Paul G - Lithium: please feel free to ask questions and we'll try to get through as many as we can [ 11/10/10 8:33 AM] Paul G - Lithium: so thanks Jeff and Erin for joining us
[ 11/10/10 8:33 AM] Erin Korogodsky: pleasure to be here! hello from my travels to atlanta
[ 11/10/10 8:34 AM] Jeff.Esposito: Thanks for having me Paul. I am chiming in from our offices in Lexington, MA
[ 11/10/10 8:35 AM] Paul G - Lithium: Let me kick this off, so for starters Jeff, in your webcast you talk about the challenges of building a social strategy from scratch
[ 11/10/10 8:35 AM] Paul G - Lithium: can you elaborate on some of the steps you went through?
[ 11/10/10 8:36 AM] Jeff.Esposito: Thanks Paul, perhaps the biggest thing for us when we strated was to really listen to what was being said
[ 11/10/10 8:36 AM] Erin Korogodsky: Idea: when you're listening, use this structure
[ 11/10/10 8:37 AM] Erin Korogodsky: First your industry
[ 11/10/10 8:37 AM] Jeff.Esposito: after we started seeing what was being said it was important to cultivate and captivate the audience. When we started it was without a net
[ 11/10/10 8:37 AM] Erin Korogodsky: then you're company and competitors
[ 11/10/10 8:37 AM] Jeff.Esposito: From there it was all about fine tuning what the plan was from there. We kept the team with ownership of the space tight so we had a tight message and plan going forward.
[ 11/10/10 8:38 AM] Erin Korogodsky: I'm curious
[ 11/10/10 8:38 AM] Erin Korogodsky: what are some of the depts at your co that were involved in created and executing the plan? [ 11/10/10 8:39 AM] Jeff.Esposito: Thanks Erin. When we started it was just the PR team. We did not ask for permission and took the ball and ran with it. After we had a plan we talked to our legal team to see what they thought and took their suggestions. Once we were rolling we incorporated other teams.
[ 11/10/10 8:40 AM] Nishith.Gupta: Hi Jeff, how did your team dealt with the general Junk that comes up often in the social media?
[ 11/10/10 8:40 AM] Erin Korogodsky: ah the old, "ask for forgiveness instead of permission" stragegy! i love it!
[ 11/10/10 8:41 AM] Jeff.Esposito: Great qwuestion Nishith. One of the things is to hyper-target your data. On our Lithium dashboard we have 86 terms that re excluded from the searches
[ 11/10/10 8:41 AM] Jeff.Esposito: You learn what to take out when you see the noise you filter out. We also asked our great reps to help get through the clutter
[ 11/10/10 8:42 AM] Nishith.Gupta: so we can say it is adaptive or incremental in approach
[ 11/10/10 8:42 AM] Kawena.DeOcampo: what were some of the metrics used to track success of your social media efforts?
[ 11/10/10 8:42 AM] Jeff.Esposito: Nishith it is a healthy mix of both and really being active and knowing what is important to your core business
[ 11/10/10 8:43 AM] Erin Korogodsky: You can also get rid of noice by being very decisice about what you do want to include.
[ 11/10/10 8:43 AM] dotjenna.Ryan: What if nothing is being said online yet.
[ 11/10/10 8:43 AM] Amit.Shah: how did you measure the benefits of SMM ..were there any kpi's
[ 11/10/10 8:43 AM] dotjenna.Ryan: Can you give me an example of one of your clients where you've done this effectively? [ 11/10/10 8:44 AM] Erin Korogodsky: @dotjenna
[ 11/10/10 8:44 AM] dotjenna.Ryan: I would like to see their Twitter Account, as well as Facebook
[ 11/10/10 8:44 AM] dotjenna.Ryan: Also, I would like to know the staffing requirements...
[ 11/10/10 8:44 AM] Jeff.Esposito: Kawena - We took time to let the data seep in to creat month over month comparisons. We also use NPS and conversation share along with traditional metrics
[ 11/10/10 8:44 AM] dotjenna.Ryan: Are you using a front man
[ 11/10/10 8:44 AM] Paul G - Lithium: So let's take Jenna's question and then we can take Amit after
[ 11/10/10 8:45 AM] Erin Korogodsky: you can look for people who have like interests and needs start there by commenting, following, engaging and leaving the breadcrums of your brand behind.
[ 11/10/10 8:45 AM] Paul G - Lithium: @Jenna by frontman do you mean a figurehead or are you talking about a single point of contact?
[ 11/10/10 8:46 AM] Erin Korogodsky: other ideas if you need to spark some converation: look at conversations around your industry and then jump in there.
[ 11/10/10 8:46 AM] dotjenna.Ryan: Paul, I am saying that in order to sell directly, or generate leads through social media, you need a front-man.
[ 11/10/10 8:47 AM] dotjenna.Ryan: A person who is a personality, sort of like "StacyatDell" or "LionelatDell"
[ 11/10/10 8:47 AM] Erin Korogodsky: @jenna - also - if you use a professional monitoring service, things like twitter handles and facebook names are revealed in your search results.
[ 11/10/10 8:47 AM] dotjenna.Ryan: or Scott Monty at Ford
[ 11/10/10 8:48 AM] Maria.Kolozina: [Question] is there a free software to monitor the metrics of competitors' social accounts?
[ 11/10/10 8:48 AM] Jeff.Esposito: @dotjenna I disagree with you completely. It is all about making a connection. Using a brand name is just as effective and also more beneficial in the long-run because the social media property and account is able to be used to scale and protects you against turnover if the person leaves.
[ 11/10/10 8:49 AM] Paul G - Lithium: So let's take Amit's question, and then Maria's
[ 11/10/10 8:49 AM] Jeff.Esposito: @amit You look at what is important to your business. There is no on-size fits all KPI. Do you want more exposure, market share or buzz.
[ 11/10/10 8:49 AM] dotjenna.Ryan: What tools do you recommend for monitoring?
[ 11/10/10 8:50 AM] Amit.Shah: how do you measure business benefits ...can we measure ROI
[ 11/10/10 8:51 AM] Kevin Farr: Return On Influence can be measured.
[ 11/10/10 8:51 AM] Amit.Shah: how do we measure that?
[ 11/10/10 8:51 AM] Erin Korogodsky: @maria and @dotjenna: try http://www.socialmention.com/ for a quick snapshot of your comps. When you want more then a quickie snapshot, or need to dig into the actual items that create the numbers, you're more likely to need a paid service. We like Lithium Social Media Monitoring (formerally scout labs)
[ 11/10/10 8:52 AM] dotjenna.Ryan: Is there a SMMS (Social Media Management System) that integrates listening and deployment
[ 11/10/10 8:52 AM] dotjenna.Ryan: Thanks Erin. I'm checking out the site now.
[ 11/10/10 8:53 AM] Erin Korogodsky: @dotjenna - take the free trial of LithiumSMM: http://www.lithium.com/free-trial/ [ 11/10/10 8:53 AM] Kawena.DeOcampo: or a tool that integrates traditional crm with social crm?
[ 11/10/10 8:53 AM] Michael Weisfeld: Yes, i think we are seeing more and more tools to help with SMMS
[ 11/10/10 8:53 AM] Jeff.Esposito: @amit If you are looking for benefits you can look at traffic driven to the site from social networks and equate that to the cost of a PPC campaign. You can also look at how you are being percieved in the overall space. You can't put a hard value on having a great reputation because it is that important. You can put a value on the people time by looking at the time inested and the revenue brought in on sales links or traffic. I would say that you should really set goals and where you want
[ 11/10/10 8:53 AM] Jeff.Esposito: to move the needle
11/10/10 8:53 AM]
Paul G - Lithium:
Hi all, great questions, we have
something like just over 5 mins, keep em coming
11/10/10 8:54 AM]
[ 11/10/10 8:54 AM] Nishith.Gupta: i think another piece that limits the scope of monitoring is the extent to which a user profile can be pulled up from public platforms
[ 11/10/10 8:54 AM] Jeff.Esposito: @amit to further that think of SM as a giant cocktail party of telephone. You need to know what is being said [ 11/10/10 8:54 AM] dotjenna.Ryan: What is the hashtag for this event?
[ 11/10/10 8:55 AM] Erin Korogodsky: #scvs
[ 11/10/10 8:55 AM] Michael Weisfeld: i think there are many vendors popping up who have been trying to solve for the management of a social media program
[ 11/10/10 8:55 AM] Amit.Shah: thanks jeff..
[ 11/10/10 8:55 AM] Nishith.Gupta: lot of constraints out there..because of private settings
[ 11/10/10 8:56 AM] Nishith.Gupta: any idea on how monitoring tools are tackling this situation?
[ 11/10/10 8:56 AM] Erin Korogodsky: @nishith - yes, people don't always report who they are in social media. its great to look at the locations where people are taking place so you can find all the people who care about your brand or topic
[ 11/10/10 8:57 AM] Michael Weisfeld: the SM tools are respecting people's privacy. in my opinion, you can use SM strategies to help build your profiles
[ 11/10/10 8:57 AM] Michael Weisfeld: by creating ways to get visitors to engage and begin sharing their information [ 11/10/10 8:57 AM] Erin Korogodsky: also when you engage, people are likely to reveal themselves
[ 11/10/10 8:57 AM] Erin Korogodsky: Michael, we're on the same page here!!
[ 11/10/10 8:58 AM] Paul G - Lithium: Ok - we're getting close to time here
[ 11/10/10 8:58 AM] Michael Weisfeld: thats what i was thinking!
[ 11/10/10 8:58 AM] Paul G - Lithium: we probably have time for one more?
[ 11/10/10 8:58 AM] Erin Korogodsky: engagement reveals that we're all human
[ 11/10/10 8:59 AM] Michael Weisfeld: and brand DNA allows us to understand the approach for connecting with our human customers
[ 11/10/10 8:59 AM] Jeff.Esposito: SM is the beautiful humanization medium for brands
[ 11/10/10 8:59 AM] Michael Weisfeld: well said!
[ 11/10/10 8:59 AM] Erin Korogodsky: Who's ready to get serious about social media monitoring? look for conversations that real people are having around your brand or interests? try Lithium Social Media Monitoring free for 2 weeks. click here: http://www.lithium.com/free-trial/
[ 11/10/10 9:00 AM] Jeff.Esposito: I would suggest taking Erin up on the offer, we use the tool daily to help monitor and engage
[ 11/10/10 9:00 AM] Erin Korogodsky: we also have a webinar demo to get a walk thru - sign up here! http://bit.ly/LiSMM [ 11/10/10 9:00 AM] Paul G - Lithium: Okay everyone, thats time. Thank you so much for your questions, thanks to Jeff and Erin for their time, and they will be back around later for a 2nd session.
[ 11/10/10 9:00 AM] Paul G - Lithium: If you have more questions you can ask us in the Network Lounge or on the Lithosphere http://lithosphere.lithium.com which is our community
[ 11/10/10 9:01 AM] Paul G - Lithium: Thanks everyone!!
[ 11/10/10 9:01 AM] Amit.Shah: thanks paul, erin , jeff
[ 11/10/10 9:01 AM] Jeff.Esposito: Thanks for havng us Paul. If you can't catch me there, feel free to tweet me @jeffespo
[ 11/10/10 9:01 AM] Erin Korogodsky: thanks everyone!! find me too @erinkoro
[ 11/10/10 9:01 AM] Kevin Farr: Great chat everyone! Thanks for the knowledge.
[ 11/10/10 9:02 AM] Nishith.Gupta: thanks for the session!