The Art of Listening

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

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

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)

Paid 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 )

Radian6

Actionable (Monitoring)
Conversations
Mentions (Positive & Negative)
Measuring
Number of conversations/mentions
Sentiment & Tone
Competitors
Influencers (Comments, Subscribers, Audience)
What Am I Looking For?

Monitoring 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

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

Mining 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.”

Mining 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

Applying 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

Let’s Connect Jason Falls Director of Social Media Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com

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The Art of Listening

by Jason Falls on Dec 11, 2008

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