Listening 2.0
   Mike Moran
   Co-author of Search Engine Marketing, Inc.
   Author of Do It Wrong Quickly
   Chief Strate...
What are they saying about you?
                                                                     FORUMS/NEWSGROUPS


 ...
Why is it important to listen?


• “The direct, unfiltered, brutally honest nature of much online discussion is
  gold dus...
How is listening changing?

                                                  Insights
• Listening is yielding insights, n...
Insights
Insights, not just data



      1.0 Monitoring
      Volume
      Word counts/tag cloud
      Entry timeline    ...
Insights
  Sentiment analysis shows opinions


                Top 5 Tech Pundits in Smart Phone Conversation

     Blog U...
Automated listening misses sarcasm                    Insights



                              “Oh, the iPhone is a beaut...
Insights
   Automation misses multiple ideas
                                               “I did a little research of my...
Insights
    How do conversations relate?




             All Credit Card Brand Rewards Conversation Topic Relationships ...
Action
     Listening must cross the organization




10
Action
Enterprise listening is needed




                   Insights / Creative                       BI / Market Researc...
Action
Across geography, too


                        North America



                                           Market
...
Action
Workflow distributes insights
Action
Workflow also allows engagement
3.0
Next: Cross national languages

 • Those who need to know can’t
   speak every language
 • Machine translation crosses...
3.0
Next: Calculate return on investment

 • How many people who
   viewed the message
   eventually bought
   something?
...
3.0
Next: Predictive modeling



     Sales         Brand Tracking

                     Conversion/Analytics
         Tra...
Listening 2.0
      Mark Kovscek
      Senior Vice President
      VivaKi
How is VivaKi using Listening Solutions?


      At The Core…            Dashboards     Top 5 Use Cases



               ...
What are we looking for in Listening 2.0?

   • Control
      • over data accuracy and precision
      • over sentiment an...
How are we managing the execution?
Match the Business Objectives with…
                                                   ...
What does this look like?
Do these things better…            by knowing these folks better…         to optimize the
      ...
Building Insight, Measurement, Foresight

                                                           1
                   ...
Listening 2.0
      Pauline Ores
      Market Insights, Principal Consultant
      Social Insights Practice
      IBM Corp...
Social Media Research vs. “Listening”


• Social Media Research has become quite sophisticated, but
  research doesn’t gua...
Social Research, Engagement, and Marketing


• Social Engagement is often focused on “feeding the funnel” –
  which of cou...
Social Research: Extracting the Most Value


• Research isn’t enough – to ensure we extract the most value
  from our inve...
The Three Things That Matter Most


• People, people, people
   – Research
      • Start with the self-defined definition ...
Questions?




 • Get more information on Listening 2.0

 • Get Converseon’s upcoming free white
   paper

 • Send an e-ma...
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Womma Webinar Listening 2.0 06 24 2009

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WOMMA Webinar on Listening 2.0 featuring Mike Moran, Converseon's Chief Strategist, Mark Kovscek, Senior Vice President of the VivaKi Nerve Center and Pauline Ores, Pricipal Analyst, Social Engagement Strategy of IBM.

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Womma Webinar Listening 2.0 06 24 2009

  1. 1. Listening 2.0 Mike Moran Co-author of Search Engine Marketing, Inc. Author of Do It Wrong Quickly Chief Strategist, Converseon
  2. 2. What are they saying about you? FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING Twitter: 17 million visiitors in april 2009 YouTube:82.2 million viewers (2008) SOCIAL NETWORKS WIKIS Facebook: 200 million Wikipedia: 59 million visitors (May 08)) The Conversation SOCIAL MEDIA NEWS PHOTO SHARING AGGREGATORS MAINSTREAM MEDIA BLOGS
  3. 3. Why is it important to listen? • “The direct, unfiltered, brutally honest nature of much online discussion is gold dust to big companies that want to spot trends, or find out what customers really think of them.” – The Economist, March 2006 • “As control of a brand’s marketing messages—and, indeed, its very image—migrates from traditional media to social media, companies need to become increasingly adept at paying attention to how they're being perceived in the online world.” – The Aberdeen Group, February 2008 3
  4. 4. How is listening changing? Insights • Listening is yielding insights, not just data Action • Listening is producing action 3.0 • Listening 3.0 is around the corner
  5. 5. Insights Insights, not just data 1.0 Monitoring Volume Word counts/tag cloud Entry timeline Sentiment Topics and subtopics High-level topics Venue analysis 2.0 Voices/participants Key influentials Influence Drill-down to entries Mining Incident-level reporting Custom reporting elements Human analysis
  6. 6. Insights Sentiment analysis shows opinions Top 5 Tech Pundits in Smart Phone Conversation Blog URL Net Sentiment Rank Traffic (toward Brand) Venue falls in the top 1% of highest Engadget A trafficked, most influential sites Venue falls in the top 1% of highest Gizmodo A trafficked, most influential sites Venue falls in the top 10% of high Electronista B trafficked sites Venue falls in the top 10% of high UberGizmo B trafficked sites Venue falls in the bottom 90% of Switched C trafficked sites 6
  7. 7. Automated listening misses sarcasm Insights “Oh, the iPhone is a beautiful girl, no doubt.” The automated sentiment analysis failed to identify the sarcasm and coded the entry as positive for iPhone, while failing to understand the author was actually saying there was no value for the iPhone beneath its flashy exterior
  8. 8. Insights Automation misses multiple ideas “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the Treximet in the desk, untouched.” “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me...” “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen Automated systems typically minutes. When my alarm went off, my head was mark this conversation as perfectly clear. That was four hours ago.” negative Blog.lazyharpy.com, published on 18-02-2009
  9. 9. Insights How do conversations relate? All Credit Card Brand Rewards Conversation Topic Relationships Feb-March 2009 9
  10. 10. Action Listening must cross the organization 10
  11. 11. Action Enterprise listening is needed Insights / Creative BI / Market Research Enterprise Listening Campaign Solution Media Planning Effectiveness + consistent methodology Conversation Planner + consistent data + custom configuration PR / Corp Comm / IR Customer Service Conversation Monitoring
  12. 12. Action Across geography, too North America Market PR Research Enterprise Listening Asia Solution Europe + consistent methodology + consistent data + custom configuration Corporate Customer Comm. Service South America
  13. 13. Action Workflow distributes insights
  14. 14. Action Workflow also allows engagement
  15. 15. 3.0 Next: Cross national languages • Those who need to know can’t speak every language • Machine translation crosses the gap • Automation will be augmented with human beings at first
  16. 16. 3.0 Next: Calculate return on investment • How many people who viewed the message eventually bought something? • Of the people who saw this message, are they more or less likely to buy from us?
  17. 17. 3.0 Next: Predictive modeling Sales Brand Tracking Conversion/Analytics Traffic Conversation Mining 17
  18. 18. Listening 2.0 Mark Kovscek Senior Vice President VivaKi
  19. 19. How is VivaKi using Listening Solutions? At The Core… Dashboards Top 5 Use Cases Content Development Consumer and Brand Insights Consumer Engagement Media Planning Performance Measurement Program Strategy Social Media Strategy
  20. 20. What are we looking for in Listening 2.0? • Control • over data accuracy and precision • over sentiment and influence scoring • over size of solution • Integration • of imagery • of multiple data sources • Rich visualization experiences • Global reach and consistent approach
  21. 21. How are we managing the execution? Match the Business Objectives with… • Insight Technology • Measurement • Engagement Content Development • Operations Consumer Engagement • Sampling Analytics Media Planning • Monitoring • Mining Program Strategy Social Media Strategy Resources • Analysts • Practitioners • Consultants
  22. 22. What does this look like? Do these things better… by knowing these folks better… to optimize the purchase funnel. Content Development Consumer Engagement Media Planning …in an increasingly complex Program Strategy environment… Social Media Strategy Data is proliferating People are in control Efficiency is demanded INSIGHT What do consumers think and what do they do? MEASUREMENT Do consumers think differently because of what I do and say? FORESIGHT Can I better anticipate their behaviors?
  23. 23. Building Insight, Measurement, Foresight 1 Search Audience Listening 2 Site Spend Market Research Video 3 Performance Display Mass Addressable 4
  24. 24. Listening 2.0 Pauline Ores Market Insights, Principal Consultant Social Insights Practice IBM Corporation
  25. 25. Social Media Research vs. “Listening” • Social Media Research has become quite sophisticated, but research doesn’t guarantee the investment will result in business value unless – Information is conveyed to someone who can absorb, process and formulate a response – it’s really hearing vs. listening – Someone somewhere takes action – which doesn’t always require external social interaction, and might only impact internal activities – Research is informed by community knowledge – GIGO – garbage in, garbage out
  26. 26. Social Research, Engagement, and Marketing • Social Engagement is often focused on “feeding the funnel” – which of course already has optimized tools, tactics and analytics designed for that purpose • This activity may or may not add meaningful value given the investment, but why not also consider the unique value social research and engagement has to offer, improving – Business processes – Content search – Locating the right resource – Messaging – Product development – Customer service
  27. 27. Social Research: Extracting the Most Value • Research isn’t enough – to ensure we extract the most value from our investment we also need to – Develop internal communities that align with external activity, which may involve working with teams in different departments, with different roles in different divisions – Coordinate and track who at our firm is engaged, who said what to whom, who manages what relationships, etc. – Consider how to get the right information to the right team on an ongoing basis – as volume increases ad hoc methods won’t scale
  28. 28. The Three Things That Matter Most • People, people, people – Research • Start with the self-defined definition of the group – standard poodle owners vs. pet-food shoppers • Not enough to provide business terms, competitive terms – also need to consider informal terms – what do they call it – Engagement • Think of the group, vs yourself, first, and consider how you can be of service, and provide meaningful contributions • Commit to “being in sync” with the market – be willing to reconsider marketing approach, content development and offerings, it can be about joining and taking their lead
  29. 29. Questions? • Get more information on Listening 2.0 • Get Converseon’s upcoming free white paper • Send an e-mail to: info@converseon.com
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