Foundations of Listening and Engagement

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

more share options
Embed For WordPress.com

Without related presentations

- One way to get started is to pay attention to the nice things people are saying - Benchmark overall advocacy scores and trends - Understand who your vocal fans are - Build a profile of what an advocate for your company looks like

- Don’t forget, complaints don’t just happen on Twitter - Understand pain points for your organization - Opportunity to locate and rectify recurring customer service issues - Track resolution time online - Carry learnings to other customer service channels (i.e. phone support)

- Where sales and social media meet - It’s all about context and timing - Listening to when people are actually expressing a need for a product or service you offer, so your approach and introduction is solving a problem - Look for your brand plus words like “need”, “looking for”, “seeking”, “recommendation”

- Underrated use of listening - Understand how competition is using social media, what sites they’re on - Uncover unmet needs among customer base, market attitudes - Gauge your organization’s maturity in social media in your industry

- Market research without filters - Key to making use of this is laser focus on conversations you want to track - Look at trends, not micro level. Discover consistent themes in needs, messaging, sentiment

- Influence is relative, and not always about numbers - Influencers for you are the ones that help compel others to take actions you want - Can be fans, customers - Influence can also be negative (detractors); important to have a handle on that too - Understand profiles of influence for your business, which will be unique to you

- How too many organizations are thrust into social media - Reactive - Look for the sparks before the fire and be able to prepare a response - Watch crises with industry or competition to learn how to handle one of your own - Gauge the community to prevent crises before they happen

- If you aren’t tracking activity, you can’t measure it an assess ROI - Connect digital breadcrumbs and paths of conversation to understand how they drive revenue/sales/conversions - Map content, website activity, lead generation, and what conversations cause them

- Is the messaging you’re putting out there sticking? Changing? Being adopted or translated well? - Watch trends in awareness and sentiment over time to gauge brand health - Campaign success: did your press release track, and for how long? Is your offline campaign translating online? Did blog coverage increase after your outreach initiative? - Share of Conversation: how often your brand is mentioned as a part of the conversations you want to be associated with

- Trace fractured and splintered conversations across the web - Understand how communities move between media types - Watch move from offline to online - Track the themes in discussions that carry, and where they land

- Benchmarking and getting a lay of the land - Learning where conversations are taking place: community expectations, topics, trends - Baseline metrics: sentiment, share of conversation, awareness, influencers, reach, media mix - Serves as an information source upon which to base strategy

- Listening with the intent to engage and participate - Act on intelligence and conversations publicly, where they’re happening - Using information you gather to affect change or progress in your company

- Inward focused - Concentrating on your own company and brand

- Outward focused - Bigger and broader than your brand; usually related to industry issues and topics - Can be a great way to get started establishing a footprint in social media if there’s no buzz about you yet

- Acknowledges that you’re listening - Shows simple appreciation for their attention and awareness - Demonstrates your presence on the social sites where your fans are talking

- Not always about fault but acknowledgment of an issue - We don’t expect companies to be perfect, but we do expect them to be paying attention and responsive (we know the tools exist for them to do it) - Often diffuses tense situations and can create advocates from detractors

- Turn frustrations into solutions - Turn needs into opportunities - Provide information where it’s missing or inaccurate

- Passive sales technique: solving problems vs. pitching “stuff” - Helps empower and inform your community - Establishes you as a resource

- Don’t be afraid to contribute to conversations online with opinions - Your community wants to know you have a take on things - Establishment as a thought leader and expert in your field - Helps raise awareness for you through substantial means, not just superficial marketing

2 Favorites

Charles Balazs, New media strategist/marketer/evangelist at The Washington Post Company, favorited this 2 weeks ago
Tags marketing socialmedia engagement
Jennifer Kim, Advertisng at Sigma Group, favorited this 1 month ago
Tags radian6 listening social media