Mastering Social Media Workshop 1 - Social Media Listening


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An overview of Social Media Listening including the rationale and practical steps in developing a Social Media Listening system

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Mastering Social Media Workshop 1 - Social Media Listening

  1. 1. ENERGISE2-0.COMSocial Media Listening Dr. Jim Hamill Alan Stevenson Vincent Hamill January, 2012
  2. 2. Why Listen?Social Media is aconversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  3. 3. Social Media Listening Collect Search and Relevance Filters Platforms and Channels Process Events assigned to the Social Graph Categorisation and Tagging Analyse Mention Volume and Importance Demographics and Timing Sentiment and Emotion Actionable InsightsSource: Energise2-0 ENERGISE2-0.COM
  4. 4. 5 Key Steps to Effective Social Media ListeningBut first the Business Benefits ENERGISE2-0.COM
  5. 5. Business BenefitsListening provides business benefits: – Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects. Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation issues. – Improved Sales and Marketing. New prospects, customer and market opportunities. – Improved Performance Monitoring. Support a 6Is approach. ENERGISE2-0.COM
  6. 6. 1. What• What conversations do we need to monitor? – Our own brand – Product, industry, sector – Competitors – Customer segments – Geography/Location • Local • Regional • National • International ENERGISE2-0.COM
  7. 7. 2. Where• Where are the relevant conversations taking place?• What tools are available to help? ENERGISE2-0.COM
  8. 8. Tools are available to help• No or low cost tools such as… – Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat• More expensive and sophisticated tools such as… – Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and Meltwater Buzz ENERGISE2-0.COM
  9. 9. Social Mention ENERGISE2-0.COM
  10. 10. ENERGISE2-0.COM
  11. 11. l ENERGISE2-0.COM
  12. 12. u ENERGISE2-0.COM
  13. 13. Social Mention• Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions• Sentiment: is the ratio of mentions that are generally positive• Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors)• Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions ENERGISE2-0.COM
  14. 14. Topsy ENERGISE2-0.COM
  15. 15. ENERGISE2-0.COM
  16. 16. f ENERGISE2-0.COM
  17. 17. ENERGISE2-0.COM
  18. 18. ENERGISE2-0.COM
  19. 19. ENERGISE2-0.COM
  20. 20. Tools are available to help ENERGISE2-0.COM
  21. 21. 3. Set Up your Listening System• Set up a customised Social Media Listening System to deliver: – the right information – to the right people – at the right time – in the right format• But remember… – Think strategically ENERGISE2-0.COM
  22. 22. 4. Ask - So What?• Information is not knowledge• What are the results telling us?• Analyse and develop ‘Actionable Insights’• Is this… – Something I should share with others? – A reputation issue? – A sales opportunity? – A new network contact or potential influencer? – An indication of where we should develop? – A bell-weather on how we are doing? – An indication of what our customers are feeling? ENERGISE2-0.COM
  23. 23. 5. Consider your Response• And Finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan ENERGISE2-0.COM
  24. 24. Create Your Own Social Media Monitoring Tool ENERGISE2-0.COM
  25. 25. StepsA number of steps are required in order to create a Social MediaMonitoring Tool for your business...A. Create a GoogleReader AccountGo to andcomplete the formindicated ENERGISE2-0.COM
  26. 26. B. Identify your key search terms – Relevant roots 1. Morrisons + Hauliers (rather • Products than Morrisons) • Company name • Brand names 2. Visited + “Loch Fyne • Key staff Seafood” + Scotland • Industry – Other Parameters 3. Cruise + Clothes –Tom – Liner • Geography • Qualifiers Save your Search terms to a – Filter out noise Notepad or in Excel • Not phrases ENERGISE2-0.COM
  27. 27. C. Find Relevant Subscriptions•Go to, relevant blogs or other SMM tool•Make relevant searches using your key search terms•On Returns page, subscribe to the feed ENERGISE2-0.COM
  28. 28. D. Add to Google Reader•Click Subscribe to RSS•Follow choices provided ENERGISE2-0.COM
  29. 29. You can also copy the url and enter directly into Google Reader ENERGISE2-0.COM
  30. 30. E. Manage Subscriptions in Google Reader•Go to Google reader•Click Settings andthen Subscriptions•Add a new Folder(create folder calledFOLDERNAME)•Move newsubscriptions toFOLDERNAME ENERGISE2-0.COM
  31. 31. F. Monitor Your River of News ENERGISE2-0.COM
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  33. 33. G. Create your own workflowUsing Google Reader, you can share a username and passwordand all access the River of News. Google Reader will allow you toassign more important posts through the following functionality:a) Add Starb) Edit Tagsc) Keep Unreadd) Share by Email ENERGISE2-0.COM
  34. 34. • You can also search within a label or Starred Items for keywords, as follows: ENERGISE2-0.COM
  35. 35. G. Import Elsewhere• Although, what we have covered could be considered a good enough means of monitoring Social Media for relevant comments – you can also import and export your xml feeds into other tools. ENERGISE2-0.COM
  36. 36. View Google Reader in Other ReadersView your Google Reader Feeds in desktop-based RSS readers• Try a tool like RSS Owl• Provides built-in workflow functionality• Allows export to html and export to other formats• Similar tagging and sharing functions as Google Reader ENERGISE2-0.COM
  37. 37. H. Start Monitoring: Create a Virtuous CycleRemember why you are doing this!• Look for actionable insights – Market, competitor and customer insight – Sales opportunities – Content opportunities – Identify reputation issues• Subscribe to key sources directly e.g. a great forum or blog• Refine and review on an ongoing basis – Are you getting enough insights? – Are you creating enough buzz? ENERGISE2-0.COM
  38. 38. Thank You and Questions ENERGISE2-0.COM
  39. 39. Dr. Jim Hamill Alan Stevenson Vincent January, 2012 ENERGISE2-0.COM