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The Art of Listening

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Jason Falls's "The Art of Listening" presentation for the Public Relations Society of America teleseminar December 11, 2008.

Jason Falls's "The Art of Listening" presentation for the Public Relations Society of America teleseminar December 11, 2008.

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  • 1. The Art Of Listening How Social Media Offers Unprecedented Access To Consumer & Audience Intelligence At Literally No Charge Jason Falls – Doe-Anderson PRSA Teleseminar December 11, 2008
  • 2.  How to find conversations about your brand  The difference between monitoring and measurement  How to participate/respond meaningfully  How to mine information for the company good  How to apply audience intelligence across the organization
  • 3.  Free Monitoring ▪ Google Alerts (http://www.google.com/alerts) ▪ Twitter Search (http://search.twitter.com) (RSS) ▪ Technorati (http://www.technorati.com) ▪ Bloglines (http://www.bloglines.com) (RSS) ▪ Icerocket (http://www.icerocket.com) (RSS) ▪ Others (MySpace, Facebook)
  • 4. Paid Monitoring & MeasurementPaid Monitoring & Measurement Paid Monitoring/Measurement Radian6 (http://www.radian6.com) Evolve24 (http://www.evolve24.com) Vibemetrix (http://www.vibemetrix.com) BrandWatch (http://www.brandwatch.net) K.D. Paine & Partners (http://www.kdpaine.com) Nielsen Online (http://www.nielsen-online.com) Cymfony (http://www.cymfony.com) Collective Intellect (http://www.collectiveintellect.com) MotiveQuest (http://www.motivequest.com)
  • 5. Radian6Radian6
  • 6. What Am I Looking For?What Am I Looking For?  Actionable (Monitoring) ▪ Conversations ▪ Mentions (Positive & Negative)  Measuring ▪ Number of conversations/mentions ▪ Sentiment & Tone ▪ Competitors ▪ Influencers (Comments, Subscribers, Audience)
  • 7. Monitoring vs. MeasurementMonitoring vs. Measurement Monitoring is: Watching and/or listening to conversations in order to determine course of action Measurement is: Quantifying or qualifying conversations to establish success, failure or comparison
  • 8. Respond rapidly (bad and good) Saying “I don’t know” is good, so long as you find out and respond Let social settings be your guide Provide Value = Earn Credibility + Consistency Over Time = Earned Trust Earned Trust = Influence
  • 9. Mining For InformationMining For Information How To Get There Earn credibility and trust Ask for permission Don’t be a broken record Say “Please,” “I’m Sorry,” and “Thank You.”
  • 10. Mining For InformationMining For Information Examples Input On New Products Idea Gathering For New Products/Improvements Gather Responses To Policy Changes or Positions Gauge Reactions To Company Decisions Before Made
  • 11. Applying IntelligenceApplying Intelligence Learn to trust your consumers Gather learnings then do something with them Champion the consumer up the ladder Empower employees to utilize social media Make everyone responsible for company reputation Start by listening and participating internally
  • 12. Let’s ConnectLet’s Connect Jason Falls Director of Social Media Doe-Anderson Louisville, Ky. jfalls@doeanderson.com Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com

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