When I started at Meltwater, I was honestly astounded at the amount of information out there on social media – and how that information can be crunched together to deliver really useful information to help inform our business decisions.Useful, personalized business intelligence is hard to come by. Or it used to be, before social listening.
Hello everyone! I’m Leslie. I’m the Social Media Content Marketing Strategist at Meltwater, which is a fancy name for “writer”[INSERT BOX] I’ve been in digital marketing for a long time – since before Y2K - and in social media marketing since 2008.So, what does Meltwater do?Meltwater products monitor the internet for traditional and social media content outside the firewall. Our tools analyze billions of online sources to deliver timely business insights to help our customers understand their markets, engage their customers, and master the new social business environment. Please follow me on Twitter @leslienuccio, and follow Meltwater @Meltwater – we’ll follow you back! And if we don’t, you can flush us.If you’d like to Tweet during this session, even if it’s your lunch order, please use the hashtag #listenUP
Hello everyone! I’m Douglas, founder of the Marketing Technology Blog and CEO of DK New Media – a marketing firm that helps companies improve their visibility online.Please follow me on Twitter @douglaskarr, and follow the Marketing Technology Blog @mktgtechblog – Once again, that hashtag #listenUP
Today, we’re going to take a deep dive into social listening in the Marketing department and beyond. [INSERT LISTENING]We’ll talk about:What social listening isWhy it mattersSocial dialogue marketingSocial media ROIThen we’ll go take a look at how different disciplines and departments can use social listening to inform better business decisions. [INSERT DEPARTMENTS]Today we’ll circumnavigate the organization and visit:Media outreachCrisis communicationProducts & ServicesTraditional Marketing & AdvertisingCustomer ServiceHuman ResourcesInvestor RelationsCompetitive AnalysisThen I’ll give you a couple real-life case studies, and we’ll open it up for Q&A.We’ll be holding questions until the end, but if you have questions you can type them into the question box and we’ll queue them up.The presentation will be about 40 minutes, so we should have plenty of time for questions.And so… onward!
Social listening = Social Media Monitoring = Social SearchPut simply, social listening is a way to see what people are saying on social networks. Think of it like traditional news clipping is for PR. Social listening gives us an easy, consistent way to find information on our company, competitors, customers and industry.Big Data solution: social listening crunches together billions, trillions & gozillions of documents a day. Big data is really, really big: there are billions &trillions & gozillions of conversations happening at any given time on worldwide social media channel.So how do you keep track of all those conversations, and more to the point, how do you find actionable insights in all the noise?
There is no way to keep track of the billions of conversations happening at once: really good insights are dependent upon really good tools.You’re not superhuman, so you need a tool to sift through the noise and find the joyful nuggets of business intelligence that will make you a hero to your boss. (And then you can wear a cape.)The better your social marketing tools are, the easier your job is.Social media monitoring, at its core, is a social search. And our tools are our search engine. What we do with the search results is what makes us mighty.
Ideally, you want a comprehensive social media marketing tool that does four things:1) monitor conversations on all the major social media networks AND blogs, comment fields and message boards2) publish content and engage with influencers - engagement3) segment people – community management4) measure results of your social efforts - analyticsHey, did I mention that Meltwater makes one of these AMAZING tools? [INSERT BOX] Check out Meltwater Buzz at www.meltwater.com / get-a-demoOK, so: now that we know what social listening is and how to use it, we’re going jump into the way different business units can use social listening.We’ll start with the social media marketing manager, because there is a lot of strategic overlap with what social media marketers can do and what other business units can do using social media channels.
I wrote a blog post awhile back that asked a philosophical question that we’ve been asking ourselves since the dawn of… Twitter, and that is: If a tweet falls in a forest and no one is around to share it, does it make a sound?The short answer is: nope. If your content isn’t shared socially, it simply isn’t social marketing. It’s long-format advertising.As social media marketers, driving word of mouth is our primary goal.“Going viral” is just another term for word-of-mouth marketing. What that means for us as social media marketers is that we want people clicking on our content to share it. Once they share it, that’s viral word of mouth – and that’s what we’re after.
We have been working with a public corporation twho thought they were listening and measuring their conversations accurately.They were responding the over 100 social mentions per week and thought they were doing a great job… the problem was that there were over 1,000 more mentions happening each month that they weren’t even aware of. Their platform only identified when they were written @ or tagged directly in social media.Much of the conversation, especially negative, happens without people tagging or writing directly to the corporation. Use a social listening tool that can listen to combinations and can also listen to other social networks, forums, blogs and review sites in REAL-TIME.
So: don’t be this guy.This Guy is a good representation of a traditional marketing or advertising message: we as marketers decided on a static target message, and we broadcasted it to a target audience.This is fine for traditional advertising and some PR initiatives: basically, if you want to control the message and that’s more important than having it shared, this broadcast model works.HOWEVER, the traditional monologue marketing model doesn’t work for social media: you can’t just broadcast a message at an audience and hope it resonates, because we’re trying to start a conversation.With that in mind, social media is a dialogue marketing model. Let that sink in for a second, because dialogue marketing as a principle is a really big shift from traditional marketing, in which we broadcasted a static message to a target audience (like This Guy) and hoped it resonated.
Dialogue marketing is about finding and starting relevant conversations within target social communities (as opposed to an audience)so that its members share it through their social channels. The main difference between a social community and an audience is that they talk to each other: they engage one another in dialogue. Whereas an audience is attuned to a singular content source, a community is attuned to each other, and they share content among themselves.When I say “target social community,” this could be anything from a Facebook group to a set of social media marketing influencers that I’ve tagged in my social media marketing tool – because mine does that, and hopefully yours does too.Anyway, the social share gives us word-of-mouth, and that viral word-of-mouth gives us earned media on the personal broadcast network that is someone’s Facebook page or Twitter stream.But the big question that people have been asking about social media is: where’s the ROI?And this is just another way of asking, “Why does word-of-mouth matter?”
Here is why:A typical sales funnel starts with awareness and ends in purchase, but an ideal customer journey ends in advocacy.Relationship marketing disciplines like social marketing and PR typically touch the customer at the top and bottom of this funnel.When people share your content, their social community may or may not be entirely targeted in terms of your usual target audience demograhics, but that community is hyper-targeted in terms of attention span.People are simply more inclined to pay attention to someone in their online community than they are to a pesky marketer trying to sell them something.So, with that in mind, it’s crucial that social marketers be part of the community by providing value. Content that is engaging, helpful or entertaining in some way is the key to success in starting a good social conversation.
Hopefully we now all agree that starting a conversation is the #1 goal of a social media marketing campaign.And, just like in the real world, any good conversation involves a lot of listening – by all parties.So if you’re selling something, the first thing you need to do runs contrary to most marketing temperaments, and that is: stop talking for a second, and listen.Mastering the social conversation starts and ends with listening.
Lather, Rinse, Repeat: that’s good advice for the shower, and it’s also good advice for your dialogue marketing initiatives. The three steps to the dialogue marketing cycle are:Listen -> Analyze -> Engage [SPEAK TO SLIDE]This is an ongoing cycle: once you start a program, you keep listening and measuring. These steps should sound pretty familiar, because these are the things that a good social media management tool will help you do. One of the great things about social media as a channel is that you can change creative on the fly, so if you’ve started a messaging campaign and you listen and it doesn’t seem like people are hearing you, change it. This is not a static channel.This cycle can be repeated across various programs and departments.So, let’s explore some of those.
One main advantage of social listening is that it’s a quick, easy, real-time look at what folks are saying out in the world.With that in mind, social media monitoring services most initiatives that might have once required consumer research, focus groups or polls, with the advantage of being real-time.
Crisis communication is something that any PR or brand person has to prepare for.When you hair’s on fire it can be hard to determine how bad it really is. Social monitoring during a PR crisis can help you determine the scale of the problem, and it can give you an idea as to your best response and positioning.[Speak to bullets]EXAMPLE: Rachel Maddow
Customers and consumers understand they can utilize social media to their benefit because it’s a public forum.That may seem like a disadvantage to companies but it’s not. Having a detractor is a fantastic opportunity to show the community how you deal with customer issues. That doesn’t mean you have to surrender, though! Defend your company… just do what’s right.
Marketing Programs & PromotionsMost of what we covered in social media marketing applies to traditional advertising and marketing, but wait: there’s more!Social listening is definitely a great way to figure out whether a program or promotion you’re running is resonating with a target audience.But it’s also a great way to test your creative direction. Test your tone, messaging and imagery to see what’s getting the most engagement.EXAMPLE:Kmart’s “Ship my Pants” video used scatalogical humor in a video that they released on YouTube. The video went viral in a big way and put the brand on the map as an example of marketing gone right – a big and unexpected win for Kmart, who’s been losing to Target in the marketing wars for decades.
Listening to your customers before you launch new product or service is a great way to find out what they think before spending a fortune on R&D. It’s also a way to spot industry trends that can lead to new product ideas.[speak to bullets]EXAMPLE:We have a client who makes nearly indestructible iPhone cases that learned that a huge percentage of brand chatter was coming from Japan – where they didn’t sell their product. This led them to quickly come up with a go-to-market strategy for Japan as a new market, and they had key social influencers already identified to spread the word.Worth noting: a good social media monitoring tool breaks down chatter geographically.EXAMPLE:A frozen burrito company started a social monitoring program and noticed that a lot of positive sentiment was coming from Twitter. They also noticed that the bulk of the chatter was happening after midnight, especially on the weekends. The company realized that late night snackers were a great target community for sales, promotions and new products, and they consequently adjusted their online marketing to engage directly with this blurrily enthusiastic crowd on Twitter. Out of this engagement, the company found a few key Twitter influencers who helped spearhead a contest to invent a new product: the late-night frozen breakfast burrito.
As @ComcastCares has shown us, Twitter and Facebook can be used very effectively as customer service channels. After all, a social media customer service program is simply monitoring taken one step further to focused, channel-specific engagement.IMPORTANT: Have a process in place to manage the concerns that come in via your customer service channel. Tweets that fall into a black hole aren’t going to help your customers feel warm & fuzzy.
Corporate reputation sites like Glassdoor tend to cater to the detractor and, with static content, they don’t tell the whole story.What are your current employees saying about you?What are your ex-employees saying about you?What are your prospects saying about you?What are employees saying about your competitors?Who are the main influencers or detractors?
Hey, investors are people too – and people talk. [SPEAK TO BULLETS]Frame your brand name searches with filters specific to investor relations: terms like “IPO” and “stock price” and “shares” and “Q4 earnings call” will turn a general brand sentiment search into a social media effort that your CFO can support.As an investor, you can also take a listen for all the things we just talked about to gauge the overall health of a company that you’re evaluating.EXAMPLE:We measured the social sentiment around the Twitter IPO recently, and the word cloud brought up two interesting trending terms: “chaos” and “modest.” Digging deeper, we learned that the “chaos” terms was being written about as having specifically been avoided by Twitter’s crack finance team – with comparisons to Facebook’s more mercurial IPO.The word “modest” trended around stock price – which wasn’t cheaper than Facebook’s IPO price, but the social sentiment pointed towards people thinking that this particular stock was finally attainable. On a day when a bunch of young guys became gozillionaires, the word “modest” as a theme was a huge surprise.What this means is that Twitter’s pricing and their messaging platform around the IPO has given the company an air of accessibility and public market democracyFor a business that depends so solidly on the democratization of information, this is a pretty great win for the Twitter brand management folks.
I’m about to blow your mind:Everything that you just learned you can do for your competitors. Social listening uses public information outside the firewall, so competitive analysis is really as easy as putting in another search.[INSERT BOX]You can look at Positioning – how are they talking about themselves?Are their investors, customers and employees happy with them? What are the main themes there?Content – what’s working for them?Have they made any product or service announcements? What’s their positioning? What’s the reaction?
So now we’re going to look at a few use cases for social listening. One of my favorite use cases is for infographics: A picture, after all, is worth 1000 lines in Excel.If measuring the public sentiment around anything has something to do with your brand, infographics are a great way to share that information. Remember, another word for infographic is: data visualization. A really good infographic has really good data.Because social media is highly imagery-driven, infographics have great viral potential. This means that online media sources love them as well. So for both social and PR, you can measure the social chatter around just about anything, make a cool visualization, and distribute it on your own channels and/or to your press contacts.This is part of our SXSW 2013 roundup infographic: we did 5 of these in a row, with this one being the final wrap-up. The “tagosphere” section is just a stylized version of the word cloud, which is a standard dashboard view in our Buzz reporting.Going in to SXSW, we were looking for a way to resonate with press and with a very distracted tech audience, while demonstrating the power of our tools in the real world. So we decided to see what people were talking about, and do daily infographicwrapups to pitch to press.We were right on when it came to how much press likes these things: mashable liked our infographics so much that they guaranteed placement in exchange for an exclusive, and we got 4 days in a row of placement on a site that gets millions of visitors that are part of our target social community.The interesting thing about this sort of social listening is that you’ll find things you didn’t expect: if you look in the drinking word cloud, for example, you’ll see “oliviawilde” mentioned. She is an actress who was in Austin for the film portion of the festival, promoting her new movie. What we realized is that, what with all the carousing and carrying on, the later it got and the more people drank, the more people were looking for Olivia Wilde in the streets of Austin.And, if you’re Olivia Wilde’s management team, that’s actually pretty useful information.In total, the 4 infographcics were shared around 6000 times on Mashable, for millions of impressions.
Meltwater has a client in the form of a British borough, whose local authorities used the Buzz social monitoring tool to listen to their constituents during the Olympics.The torch was going to be run through their borough [INSERT TORCH], and they wanted to be able to immediately assess whether there were any logistical issues that needed real-time attention. As they listened, they discovered that people were having trouble getting to the viewing spots for the torch running: the park-and-ride lots were full and the bus lines were very long. The municipality dispatched extra buses and were able to then engage via Twitter to let people know where and when the buses were coming, and to offer parking alternatives.Their community started tweeting back pics of the torch to the government.It’s not every day that people are this excited about their local government
Nonprofit organizations are uniquely suited to employ social listening across their organizations, because social media lends itself to cause-related chatter.[SPEAK TO BULLETS]
Like we talked about before, social listening, is a social search, and your tools are your search engine. Here are some quick tips to make sure that you find the results you need.Know why you’re listeningUnderstanding both the business and marketing goals for a social monitoring program will help you craft better searches, and in turn will yield better results.Narrow Your SearchesAll social listening tools have limits on the number of results your account can return at any given price point; hey, the data isn’t free. Because professional tools pull in millions of data sources every hour, it’s a good idea to add filters to your searches – especially if your brand name is a commonly used word like “apple.” If you’re monitoring social sentiment around a specific brand or event, consider putting in modifiers.EXAMPLE: SXSW word cloud - put multiple SXSW searches in with modifiers like “party” and “lounge,” as well as the keynote speaker names.Those sorts of narrower searches will give you the best results and allow for some great comparative analysis.Look at the Word Cloud FirstComprehensive tools yield comprehensive results. Once you start analysis, the word cloud is a quick way to cut through the noise and get a high-level look at the central Themes in your search results. The word cloud is a great way to find additional narrowed searches that you many not have considered.
I don’t know if you’ve heard, but… Hey, I wrote a book.It’s called “Listen Up! The Definitive Guide to Social Listening for Smarter Business.”Download it for free at the link there.Also, be sure to check out the Meltwater social media blog – that’s where you can find me, writing about all things social media marketing.And, if you want to take a test-drive of the best-in-class social listening solution Meltwater Buzz, you can ask your Client Success Manager, or visit the get-a-demo link there at the bottom.
Thanks so much for listening today!My boss has more Twitter followers than I do, which is embarrassing!Please follow me on Twitter! And, you know, also follow Meltwater.And now it’s time to open it up for questions.
Transcript of "Social listening webinar presentation"
Social Listening for Smarter Business
How to Use Social Media Monitoring Across Your Organization
When was the
last time you
that helped you
do your job better?
When was the
last time you
that helped you
do your job better?
follow me @leslienuccio
and follow @Meltwater
follow me @douglaskarr
and follow @mktgtechblog
What it is
Why it matters
Social dialogue marketing
Social media ROI
• Media outreach
• Crisis communication
• Traditional Marketing
• Products & Services
• Customer Service
• Human Resources
• Investor Relations
• Competitive Analysis
What is Social Listening?
• Social Listening = Social Media Monitoring = Social Search
• Find social sentiment about your company, competitors,
customers and industry
• Big Data solution
Be a Hero
Use the Right Tools for a
More than half of Twitter’s users follow 6 or more brands.
Twitter users send more than 400 billion tweets per day.
Is your message being
Listening but NOT Hearing
If you are depending on:
• Google Alerts
• Twitter @ and DM
• Facebook and
It’s a small PERCENTAGE
of the ENTIRE CONVERSATION
Social Media Dialogue Marketing Cycle
as Business Strategy
Get a snapshot
of what’s going on
Replace focus groups
and polls with
for Crisis Communication
• What is the main message and tone
of the conversation?
• Is the criticism widespread, or centralized
to a small group?
• Who are the core detractors?
• Do you have any core influencers?
Is it worth reaching out to them?
• Is your message being heard?
• Is conversation volume increasing or decreasing?
What’s a Real
It impacts clients,
Don’t Feed the Trolls
Stay on your turf
Recruit your fans
Dealing with Detractors
• Acknowledge the
right to complain
• Apologize for the
situation or your
mistake – if
• Assert clarity in your
policy or reasons – if
• Assess what will help
them feel better
• Act accordingly
• Abdicate if necessary
Stay on your turf
Recruit your fans
empower your staff,
Don’t be anonymous,
Let’s put things into
You are here
Social Listening for Creative Direction
3 TRADITIONAL MARKETING & ADVERTISING HACKS
1. Try email subject lines out on Twitter:
what’s getting more clicks?
2. Try video on YouTube before a TV spend
1. Try imagery on Facebook, Twitter and
Pinterest before an ad spend
Social Listening for Market Signals
PRODUCTS & SERVICES
• What sort of positioning will resonate for a new product?
• Is chatter around your brand and product
more prevalent on specific channels?
• Is there a target community
out there that might be good for
a pilot program?
• Are there any key influencers
you might engage?
• Are you seeing any sort of
geographical trends that
might lead to a new
Social Listening for Customer Service
TIP: Set expectations with your customers on your social channels. Something as
simple as a note in your Twitter bio that says “We respond to tweets within 24
hours, M-F” will help you set expectations about response time.
for Human Resources
• Employees, past and present
• Chatter about
Social Listening for Investor Relations
• Are your shareholders happy?
• Did that Q3 earnings call go well?
• Are your talking points being heard?
• What are the thematic trends
around your brand among
• What are folks saying about your IPO?
• Who are the main influencers or detractors?
• Is the company you might invest in healthy
from a personnel and customer standpoint?
Social Listening for the Competition
New Products & Services
Social Listening for Social Sharing: Infographics
Social Listening in Action:
for the Olympics
for Social Good
Follow cause-related chatter
to stay on the same page
with supporters by optimizing
• Donor relations
• Crisis messaging
• Partner targeting
Get Better Results:
3 Tips for Better Listening
1. Knowledge is power!
Know why you’re listening
2. More is less is more
Narrow your searches
3. Check the weather
– Start with the word cloud
Want more on Social Listening?
Please follow me
Oh, and for more articles and webinars and
groovy tidbits about marketing, please follow
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