Using social listening for business - my top tips
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Using social listening for business - my top tips

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People are talking about you and your business in social media - wouldn't it be great to find out what they're saying? I take a look at how to use basic social listening techniques to inform your ...

People are talking about you and your business in social media - wouldn't it be great to find out what they're saying? I take a look at how to use basic social listening techniques to inform your social media and content marketing strategy, based on some of the work I've done for the City & Guilds Group. This is an edited version of my presentation from the social media measurement and management stage at Technology for Marketing and Advertising 2014 (25-26 February 2014, Earls Court, London).

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Using social listening for business - my top tips Presentation Transcript

  • 1. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS JENNY LYCETT CONTENT MARKETING MANAGER, CITY & GUILDS FIND ME ON TWITTER: @JENNYLYCETT
  • 2. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Small amount of social listening Significant changes to social strategy Big impact @CITYANDGUILDS @JENNYLYCETT
  • 3. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What do you mean by social listening, Jenny? @CITYANDGUILDS @JENNYLYCETT
  • 4. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What is social listening? • Use software to trawl social media for specific terms • Be alerted whenever terms, brand names or hashtags important to you are used • Find out who talks about your brand, services or content the most – and what they say @CITYANDGUILDS @JENNYLYCETT
  • 5. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS And how does that actually work? LISTEN Social media @CITYANDGUILDS ANALYSE • Influencers • Sentiment • Volume • Results ENGAGE Social channels @JENNYLYCETT
  • 6. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Getting started: what are people saying about you? @CITYANDGUILDS @JENNYLYCETT
  • 7. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What can you do about what they’re saying? • Identify trends and work out how you can capitalise (for City & Guilds, congratulating people on qualifications) • What have you learnt about how people perceive you? Do you need to take action? • Does your listening tell you anything about what your customers want or need? (for City & Guilds, can we offer careers advice to qualified tradespeople who advertise on Facebook or Twitter?) @CITYANDGUILDS @JENNYLYCETT
  • 8. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Brand impressions – how much people are talking about us Social listening introduced Aug Sept @CITYANDGUILDS Oct Nov Dec Jan Feb @JENNYLYCETT
  • 9. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Who are your followers? @CITYANDGUILDS @JENNYLYCETT
  • 10. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Now you know who your followers are … • Use tags to group followers together according to their interests and areas of influence • How can this information inform your strategy for content? • What don’t you already provide that your followers want or need? • Work out how you can service your existing, organic followers • Will you need to rethink how to approach a specific campaign now you have a better idea of who follows you and how they behave online? @CITYANDGUILDS @JENNYLYCETT
  • 11. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Use listening to build on a marketing campaign @CITYANDGUILDS @JENNYLYCETT
  • 12. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Listen to the terms you’ll be using in your campaign: • Start to build and increase your audience – follow and engage with people you’d like to reach • Identify the influencers in your area and use them as brand ambassadors • Consider offering brand ambassadors exclusive access to your content in exchange for a blog post or retweet • Work out which hashtags and terms are most popular in your area and copy them when tweeting your own content @CITYANDGUILDS @JENNYLYCETT
  • 13. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS To sum up - top tips for social listening • Start by listening to what people are saying about you • Pick 2-3 trends and work out how you can capitalise or respond – even small things can make a difference • Find out who follows you naturally and use it to inform your strategy – not the other way around • Be specific and focused with the terms you use for listening • Explore your stats and work out what they’re telling you – don’t get hung up on followers. @CITYANDGUILDS @JENNYLYCETT
  • 14. THANK YOU JENNY LYCETT CONTENT MARKETING MANAGER, CITY & GUILDS FIND ME ON TWITTER: @JENNYLYCETT