Getting Digital Webinar 1: Listening Online from Mike Coulter
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Getting Digital Webinar 1: Listening Online from Mike Coulter

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Mike Coulter, Social Media Consultant, reveals how can arts organisations can successfully find out what their ...

Mike Coulter, Social Media Consultant, reveals how can arts organisations can successfully find out what their
audiences are saying about them online. He'll also share what the tools are that can help organisations keep
track, and what are good strategies for responding to both positive and negative online reactions!
http://digitalagency.com

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  • Background, 1 st blog, tweet, flickr upload, Linkedin joined????
  • Paraphrased from: http://nylawblog.typepad.com/suigeneris/2009/06/five-things-lawyers-should-know-about-social-media.html
  • Part science, part art, a big part serendipity. (BIg up power of serendipity.) Do your own thing. And if you miss anything, (which you will, we all miss stuff), don’t sweat it. No big deal. You got enough to do. If it’s important it’ll find you. (If you have the right network.) Here’s the ‘classic’ way, and My Way;- Which incidentally, are just suggestions/recommendations, not rules.
  • © Copyright Roy Hughes and licensed for reuse under this Creative C ommons Licence
  • Paid for/managed services Ferrari, overspec for my/our needs?
  • Firehose of information overload? If you miss it, you miss, get over it, remember if you have a network of ‘researchers’ it’ll find you someway. + serendipity. Faith.
  • The Splinternet & Social Notworking
  • Your milage may vary, a very personal approach, we all develop own working practice. A purist may be horrified by my approach, but it works for me, and I actually enjoy it, doing it by the book ain’t always fun. So why trudge when you can run?
  • A daily routine, social self-discipline?
  • There’s a flood of stuff, often too much. And it takes time. But so did learning to drive, but it was worth it. Getting up to speed in social media takes about same amount of time it took/takes to learn to drive, (IMHO) some 3 months, other 9, others no time who really go for it with determination and desire.
  • via: http://www.mathewingram.com/work/2008/03/27/if-the-news-is-important-it-will-find-me/ “ If the news is important, it will find me” by Mathew on March 27, 2008 · View commentsComments Brian Stelter has a great piece in the New York Times that I ur ge anyone int erested in th e media business to go and read right now — I’ll wait — and that includes reporters, editors and (most of all) managers, and p robably IT department s and designers as well. The context of the piece is political reporting and political news, but I think the points Brian is making are relevant to the entire industry as a whole. It’s not that there is anything earth-shatteringly new in the piece, mind you. But I think it does a great job of describing how digital “word of mouth” — in other words, social networking of all kinds including Twitter, IM, Facebook and so on — has become a dominant means of news delivery for young people in a way that I’m not sure old geezers like myself quite grasp, no matter how often people describe it (and Stelter knows whereof he speaks, since he was still in university when the NYT hired him away from TV Newser). As Brian describes it in the story: In essence, they are replacing the professiona l filter — reading T he Washington Post, clicking on CNN.com — with a social one. And then Stelter mentions Jane Buckingham of the Intelligence Group, a market research company, and says that during a focus group, one of the subjects — a college student — said to her: If the news is that important, it will find me. “ Think about that for a second — or longer, if necessary. I think that sums up, in ten simple words, what has happened to the way that many people (and not just young people, but those who use RSS readers and blogs and social networks as well) consume the news (Mark Cuban seems to think so too ). Not only is there just so much of it out there that it’s virtually impossible to consume it all, but the very fact that someone you know — or trust — has passed on or blogged or Twittered or posted a link makes it more likely that you will read it.”
  • Good old, (painstaking) Google Search
  • http://mashable.com/2009/12/03/news-reader/ saved searches power:
  • Note, reader bookmarklet, and general productivity power of bkmklts like posterous, bitly to Twitter etc.
  • twitter for listening: look at peoples favorites, there filters = 'Friends as Filters' stuff people pass on, make creative/editorial judgements oj before they share/link to. Leveraging your network to help you get smarter, be better informed.
  • note to self: #define/explain power/use of hashtags in terms of search Listening Post:
  • Serendipity
  • Linkedin stats Google loves linkedin My experience following x numbers People ‘know’ you before they meet you? Listening Posts on Li not as good as getting good-old, emailed status and updates? conservative
  • scotsman reach vs fb for some people fb IS the internet
  • scotsman reach vs fb for some people fb IS the internet

Transcript

  • 1.  
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  • 3. Who was Mike Coulter?: 20 years in the creative depts of Advertising & Marketing firms.
  • 4. Who is Mike Coulter?: Consults, Mentors & Evangelises the use of Social Media in Business & Organisations.
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  • 9. WHY SOCIAL MEDIA MATTERS:
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  • 11. 80% of people are influenced by friends or family online. 14% of people believe advertising. 58% trust the opinion of a ‘person like me’.
  • 12. The UK has the highest social networking membership in Europe. Over the next three years over half the UK population will belong to a Social Networks.
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  • 18. Courtesy of @equalman http://socialnomics.net/
  • 19. SOCIAL MEDIA IS NOT A FAD. IT’S A REVOLUTION.
  • 20. Organisations who successfully leverage social media tools to communicate, collaborate and network, have a distinct advantage over those who don’t.
  • 21. Daily use of social media is now common-place & pervasive Facebook, Linkedin, Twitter, Flickr, YouTube etc, are becoming key Marketing Tools. Opportunities for Brands to connect with fans, audiences & would-be-could-be ambassadors are endless.
  • 22. SO HOW DO YOU FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU & YOUR ORGANISATION ONLINE?
  • 23. YOU LISTEN:
  • 24. “ Listen to the good. Respond quickly to the bad, Respond even faster to the ugly.” http://blog.comscore.com/2009/05/keeping_score_with_social_medi.html
  • 25.
    • What to look for?
    • The compliment – Save your ‘good reviews’ for testimonial use
    • The competitor – Your competition’s strategy and customer’s views towards them
    • The crowd – Follow a particular topic to understand sentiment and it’s importance
    • The influencer - brand evangelists. Clasp ‘em to your busom
    • The ROI/The audit – measure the performance of your social actions/campaigns
    • The story – Uncover new ways to talk about your brand from stories people are telling
    • The recruit – Find via the web, what do potential employees see about you?
    • The brand association – how do your customers actually view our brand? It may not be the way you think they do.
    • The complaint/The crisis /The correction– Catch them early to show how responsive you are
    David Alston, VP Marketing at Radian6 , http:// blog.emoderation.com/2009/06/what-to-listen-for-in-social-media-part_02.html
  • 26. WHAT’S THE VERY BEST WAY TO LISTEN ONLINE?
  • 27. WHAT’S THE VERY BEST WAY TO LISTEN ONLINE? THERE ISN’T ONE.
  • 28. THERE ARE HUNDREDS.
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  • 34. THE ‘ SPLINTERNET’ HAS 100’S OF WAYS TO LISTEN.
  • 35. BUT HERE ARE THE ONES I USE AND METHODS I PREFER
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  • 38. “ If the news is important, it will find me”
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  • 50. Time to talk about Twitter?
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  • 72. Unexpected traffic story. (Or ‘accidental seo’.)
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  • 103. FaceBook Insight
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  • 117. In conclusion: ( Hang in there everybody you can have a cuppa soon. )
  • 118. Courtesy of @equalman http://socialnomics.net/
  • 119. ROI RETURN ON INVESTMENT
  • 120. ROI RETURN ON INVESTMENT ROT RETURN ON TIME
  • 121. ROI RETURN ON INVESTMENT ROT RETURN ON TIME ROA RETURN ON ATTENTION
  • 122.
    • REMEMBER:
    • DONT GET BENT OUT OUT OF SHAPE OR SWEAT IT IF YOU MISS ANYTHING. YOU WON’T FIND EVERYTHING, BUT WITH A GOOD NETWORK, GOOD STUFF WILL FIND YOU.- Trust in Serendipity.
    • Appoint a ‘Community Manager’ . If you’re one-man-woman-band: DIY. ROT.
    • Identify search: keywords, names, brands, #hashtags, subjects etc. Establish daily routine: ‘Social Self-Discipline.
    • Set up a ‘Social Media Listening Post’ : Monitor online conversations about you, your audience, acts/shows and competitors. Sign up for Google Alerts/rss reader/Tweetdeck/Saved Searches/Nutshell Mail
    • Actively and authentically engage with the social community.
    • Monitor progress, check KPI’s/ROI, tweak, refine, repeat.
  • 123. LISTENING ONLINE via Social Media is more than just a nice idea - it's a necessity and an opportunity.
  • 124. THE 2 nd BEST TIME IS NOW. THE BEST TIME TO START LISTENING ONLINE WAS 4 YEARS AGO.
  • 125.  
  • 126.