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notifiedrussia.ru

St. l Petersburg 14.02.2013. Эффективный мониторинг социальных медиа . Западный опыт , как это применить в России ?. Elias Hedberg, Notified Russia. www.notifiedrussia.ru. Efficient monitoring of social media. Why ?. www.notifiedrussia.ru. Why ?. Your brand / Competitors / Industry

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notifiedrussia.ru

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  1. St.lPetersburg 14.02.2013 Эффективныймониторингсоциальныхмедиа. Западныйопыт, какэтоприменить в России? Elias Hedberg,NotifiedRussia www.notifiedrussia.ru

  2. Efficientmonitoring of social media Why? www.notifiedrussia.ru

  3. Why? • Your brand / Competitors / Industry • Follow up your marketing • Find key partners • Prospectclients • Takecare of your existingclients • 100’s of uses – tinyurl.com/100-uses www.notifiedrussia.ru

  4. Monitor your Industry – Example • Major Swedish breadmanufacturer: • bread trends • healthaspects • transports (and more) www.notifiedrussia.ru

  5. Who? www.notifiedrussia.ru

  6. Who? • Everyone? • Influentialplayers? • Particularinterest? • Certain age? www.notifiedrussia.ru

  7. Where? www.notifiedrussia.ru

  8. Where? • Wheredo the people you want to listen to talk? • Everywhere • Facebook • VKontakte • Blogs • … www.notifiedrussia.ru

  9. How? www.notifiedrussia.ru

  10. How? • Find the right keywords • Whatkeywordsdopeoplereallymentionwhenthey talk about your topic?(It might not be the mostobviousones.) • Use your fantasy • Commonmisspellings + variouslatinizations • Test it www.notifiedrussia.ru

  11. How – Broad or NarrowSearch? • You can’tcaptureeverything • …but you cancapturemostof what is relevant to you • …if you set up your searchwisely • Better few relevant, thanmanyirrellevant • Start with a broad search and narrow it down www.notifiedrussia.ru

  12. Keywordsexample • Englishtown – online English course • …butalso a town in New Jersey, USA • –> Exclude "New Jersey", "NY" www.notifiedrussia.ru

  13. Photo by: Mark Pinder, http://www.sxc.hu/photo/457742 www.notifiedrussia.ru

  14. Keywordsexample • Englishtown – online English course • …butalso a town in New Jersey, USA • –> Exclude "New Jersey", "NY" • …and "racing" www.notifiedrussia.ru

  15. ProspectClients – Example • Headhuntingcompanywanted to find potential clients • Requisits: • Major international or Russiancompany • …that is about to invest –> needspeople • Relevant contact person (CEO or high manager) www.notifiedrussia.ru

  16. ProspectClients– Solution… • Keywordsinvestment(s) and manager • Focus on Online Editorial Media(online newspapers) • automatically solved the "is about to" criterion(theymostlywriteaboutrecent/upcoming events) –> Around 40% relevant hits www.notifiedrussia.ru

  17. Thanks! • That’s all I had. • Thank you for your attention. • If you haveanyquestions, feelfree to ask. Trends &Observations

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

  19. Trends & Observations (3–4) (Sweden) • Traditional media incorporate social media as source • SVT + Aftonbladet: Eurovision Song Contest • SR Skåne: Internet harassmentdiscussion • Big city phenomenononly?(Not aboutcompanylocationbutaboutmarket location) • Directcontactmoreimportant • Fear of loosingcontrol www.notifiedrussia.ru

  20. This …willsolve that Why Who Where How What www.notifiedrussia.ru

  21. Thanks! • That’s all I had. • Thank you for your attention. • If you haveanyquestions, feelfree to ask. thanks! • www.notifiedrussia.ru • elias.hedberg@notifiedrussia.ru

  22. Thanks! • That’s all I had. • Thank you for your attention. • If you haveanyquestions, feelfree to ask. • www.notifiedrussia.ru • elias.hedberg@notifiedrussia.ru

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