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What I've Learnt from Social Media Listening
 

What I've Learnt from Social Media Listening

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I uncover some of the techniques used to understand audiences through social media listening and measuring, how it can inform social, business and marketing strategy, hone social media activity and ...

I uncover some of the techniques used to understand audiences through social media listening and measuring, how it can inform social, business and marketing strategy, hone social media activity and work to improve brand perception. As part of the presentation he'll also look at various brands and case studies to identify real world examples.

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  • These reports have been created by me alone to show some examples of brand insights.Full of ugly graphsAnd some good insightsYou may find a bit of swearing – sorry If you’re offended
  • Show of HandsStudy from the Altimeter group showed that 41% of business are using social media listening to learn from their customersBUT ITS WORSE IN THE EVENTS INDUSTRY only 20% of of event marketing managers are using social media listening
  • The customer decision process has fundamentally changed. A study by McKinsey showed that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it online.By examining data we can derive maximum value from our customers by truly understanding their needs throughout the buying process and delivering on these, allowing our customer to get the maximum value from us. DATA SHOULD BE AT THE HEART OF OUR BUSINESS DECISIONS
  • With social they know your in the room – and they still tend to say itIn focus groups and even surveys people tend to answer the questions in a way that they wish to be portrayed by their peers, and while this may go in social tooSurveys and Focus groups people spend their time portraying themselves in a favorable light
  • Conversations occur over social platformsTopsy GNIP and Datasift “crawl and scrape” the social conversations and use the twitter fire hose (essentially all the tweets from the beginning of time, rather than the restrictions that twitter puts on it’s API calls)Radian6 etc make sense of all this dataWe build listening programs where we will manual analyze data even down to the individual tweet rather than relying on things like automated sentiment analysis
  • Listening informs should inform your strategy, tactics and actions
  • Campaign and NPD tracking to discover what people are most talking about both positively and negatively, to help define the best features to promote in marcomms (on-site)Sentiment tracking to help refine customer service offering, discover what questions people are most asking and ensure the answers are easily findable on siteAlerts - Watch for spikes in conversation to take advantage news jacking / crisis managementOptimization When are the best times to engage your audience when will they be most receptive, what do they engage with
  • Golf – actionable outcome
  • When tracking your competitors sometimes the detractors are a good place to steal business from
  • Next stage for this will bee
  • PS4CONTROLLER
  • Ask who has sky and who has virgin
  • Massively skewedVirgin engagement is more negative
  • This week
  • Ofcom
  • Virgin Media’s complaints were in line with the industry average at 0.04 per 1,000 customers, while Sky had the lowest number of complaints – 0.02 per 1,000 customers.per 1,000 customers, October 2011 – March 2013
  • Ask who has sky and who has virgin

What I've Learnt from Social Media Listening What I've Learnt from Social Media Listening Presentation Transcript

  • WHAT I'VE LEARNT FROM SOCIAL MEDIA LISTENING
  • @brandjoe
  • Drivers for examining Social Data: New insight, Targeted Marketing Activity, Better planning & decision making, Competitive advantage and NPD or NSD A framework to future questions
  • DRIVING POSITIVE CONSUMER ACTIONS RICH DATA GIVES US BETTER CUSTOMER INTELLIGENCE TO DIRECT ACTIVITY CONSIDER EVALUATE CUSTOMER DERIVES MAXIMUM VALUE FROM THE BRAND THE LOYALTY LOOP BOND ADVOCATE ENJOY BUY BRAND DERIVES MAXIMUM VALUE FROM THE CUSTOMER
  • “ Your brand is what people say about you when you’re not in the room” Jeff Bezos, Founder of Amazon
  • Metrics Innovation & Optimisatio n Content Relationship s Social CRM LISTENING Social Business Content Metrics Paid Media
  • HOW IT WORKS Listening programs are developed to derive insight that will inform business and marketing strategy Conversations occur over social platforms Social data aggregators Listening and analytics platforms structure unstructured data
  • LISTENING Who Demographics Attitudes Triggers Pain Points Hot Topics Where Influencers When (and who to recruit) What Competition Is already working Share of the conversation
  • SOCIAL MEDIA MEASURES Measurement Awareness Engagement Response Advocacy How many accounts content reached Number of new fans/followers Number of registrations Number of RTs How many impressions across the reached accounts Number of comments Number of Sales Number of earned conversations Share of Voice Number of conversations Number of Requests Sharethis/addthis metrics Number of Views/Visits Number of coupons downloaded Sentiment Number of submissions Number of clicks Effectiveness Cost per Impression Cost per unique visitor Cost per engagement Cost per follower Cost per lead or Sale Retention rates Cost per sales/ lead Average purchase cost Cost per referral
  • SOCIAL MEDIA LISTENING Campaign and NPD tracking Alerts & News Jacking Sentiment tracking & breakdowns Influencer and detractor mapping Optimisation Audience & Competitor deep dives
  • UNDERSTANDING CONTENT EFFECTIVENESS
  • TOP SHARED PAGES AFTER THE HOMEPAGE 616 132 109 593 261
  • CONVERSATIONS HOT TOPICS Interest in the equipment not as important as participation Audience discussing their participation and active interest in the sport Passion for the sport
  • BUILDING OUT CONTENT Creating great stories through audience focused content Low Frequency High Value Staff Pro Engagement Company Events Campaign activity Company News & PR (product launches) User generated and curated content Golf and Tour, News and Tips Consistent branding and comms across multiple channels High Frequency Low value
  • Social optimization SOCIAL OPTIMISATION
  • SOCIAL NETWORK PERFORMANCE Google + seems to be to be performing as well as Twitter 100000 90000 Total Shares on Site 80000 70000 Toyota 60000 Vauxhall Fiat 50000 Kia 40000 Ford 30000 vw 20000 renault 10000 0 Facebook Twitter Google Plus Linkedin Pinterest Delicious stumble upon
  • BRAND SOCIAL PERFORMANCE Huge sharing on Facebook, skews results 70000 Total Shares on Site 60000 50000 stumble upon Delicious 40000 Pinterest Linkedin 30000 Google Plus Twitter 20000 Facebook 10000 0 renault vw Ford Kia Fiat Vauxhall Toyota
  • WITHOUT FIAT & VAUXHALL 5000 4500 Total Shares on Site 4000 stumble upon 3500 Delicious 3000 Pinterest 2500 Linkedin 2000 Google Plus 1500 Twitter 1000 Facebook 500 0 renault vw Ford Kia Toyota
  • ENGAGING YOUR AUDIENCE
  • WHERE THEY ARE @brandjoe Social conversations
  • News jacking NEWS JACKING
  • LIFE OF A NEW STORY
  • SIGNALS
  • OLD NEWS • Social Media Control Centre – Listeners – Creative – Decision makers • Real-time advertising • PR coverage • More coverage than million dollar ad spots
  • ANOTHER EXAMPLE • Remember a few days ago when you couldn't turn on your television without hearing about everyone's favorite Canadian pop star? As one CNN anchor put it, "the most important story of the week". • Reached over 14,000 likes, nearly 12,000 shares and just shy of 700 comments. For reference, the average across the last 3 visual posts by Norton would be 38 likes, 3 shares and 1 comment.
  • INFLUENCERS & DETRACTORS
  • SCORING SOCIAL SCORE • • • • Reach Reputation Credibility Broadcasting SOCIAL REALITY • • • • Trust Commitment Expertise Relevancy
  • INFLUENCERS
  • DETRACTORS
  • BLOGGER OUTREACH
  • SEGMENTATION Need content Company news Personal branding by association Winning Want to be influential Doing their day job Support from Callaway Avid golfers Improving their handicap Socialising R&D Publicity Winning Sales Golf Authentic Promotion of business Membership Product Launches Golf Tours Staff Pro’s Joys of the game Staff Pro news
  • SENTIMENT
  • SENTIMENT
  • PRODUCT LAUNCH
  • PINGIT
  • BATTLE OF THE BRANDS
  • FAN GROWTH
  • RESPONSE RATES
  • THEY DON’T NEED TO
  • WHEN TO ENGAGE
  • FACEBOOK
  • SOCIAL CONVERSATIONS
  • SUBSCRIBERS 10,333,000 Sky Q3 2012 3,795,500 Virgin Q4 2012
  • PAY TV COMPLAINTS
  • WHO WOULD YOU CHOOSE?
  • TOOLS