Smart Ears: Social Media Monitoring for Strategic Business Decisions
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Smart Ears: Social Media Monitoring for Strategic Business Decisions

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  • Hi, I’m Arienne Holland, the Communications Director for Raven Internet Marketing Tools. Today’s we’re talking advanced social media monitoring strategy—something that Jason Falls called “Smart Ears.” Basically, how can you listen—not manage or “have a presence”—but how can you listen to what people are saying in social media in a way that helps your business goals. Before we get started, how many of you are 30Rock fans? Okay, good—whether you are or not, you’ll see some great 30Rock satire throughout this presentation. CLICK TO NEXT SLIDE.
  • First up is sweet-hearted Kenneth, who said:There's a reason God gave us two ears and only one mouth: listening is twice as important as talking —Kenneth, 30 Rock Here’s how real people think: Stop poking into my private conversations, unless I ask for your help. But he gave us ten fingers ... he must really want us to poke things! —Kenneth, 30 Rock This is how some social media marketers think: I can hear your conversation, and even though you didn’t ask, I can help! And so they blast off a response.You see, social media for many marketers begins and ends at customer service. A customer complains on Facebook, and the marketer handles the complaint. But let’s go back to the advice: “Listening is twice as important as talking.” For some businesses and industries, I would argue that it can be twice as important as handling customer service via social media. Why? Because good social media listening affects multiple business needs and can more directly affect your bottom line. How so? There are three things to consider. CLICK TO NEXT SLIDE.
  • First, it’s proactive, not reactive, like most social media monitoring and management is. CLICK TO NEXT SLIDE.
  • Second, it drives better business decisions, often faster than you could have made them before. CLICK TO NEXT SLIDE.
  • Third, the most critical part of advance social media monitoring is critical thinking and the time to do it (not necessarily expensive tools). CLICK TO NEXT SLIDE.
  • So, let’s talk about the benefits of being proactive. Remember how for some companies social media monitoring begins and ends at customer service? Someone complains, and the marketer handles the complaint. That’s important—but it’s being reactive, not proactive. Advanced social media monitoring is about listening—not just reacting—and then making decisions to act about what you have heard. This puts you ahead of the game, possibly ahead of the competition. Here are two proactive strategies to consider:CLICK TO NEXT SLIDE.
  • Strategy: Monitor more than vanity. What do I mean by vanity?CLICK TO NEXT SLIDE.
  • Well, it’s not this kind of vanity—but it can be close. A vanity keyword is any word that you’re monitoring because your boss or your client “said so.” It’s an ego thing. They want to know how often they’re mentioned, perhaps personally, even though keeping track of that does nothing for their bottom line. CLICK TO NEXT SLIDE.
  • Sometimes vanity terms are ok—you might, again, want to stay ahead of a crisis—but Smart Ears are listening for opportunities. For example, let’s say your business strategy is to get more media publicity. Is someone on staff an expert? Do you want to be quoted in traditional media? You set up a search and sit back and wait and see where they’re being mentioned…CLICK TO NEXT SLIDE.
  • But for this business strategy, you could be a little bit smarter and set up a search for the type of expert you have, and the source you want to be quoted in. Find out who else is being quoted, and where. See who the publicity competition is, and reach out to them and the person who interviewed them. That’s PROactive SMM. What’s another proactive strategy? CLICK TO NEXT SLIDE.CLICK TO NEXT SLIDE.
  • Go where *your* people are. “Social media” is a big word that encompasses all the places where being are being social online. Forums, bulletin boards, Google Groups… think beyond Twitter and Facebook in terms of social media listening. Take for example…. CLICK TO NEXT SLIDE.
  • Bob the Mechanic. CLICK TO THE NEXT SLIDE.
  • If you’re Bob the mechanic, the day-in-and-day-out management or monitoring for certain words on Twitter or Facebook may do you far less good…. CLICK TO THE NEXT SLDIE.
  • …than just reading and regularly participating in forums for the kinds of cars that you repair. Why? CLICK TO THE NEXT SLIDE
  • Because Bob KNOWS there are tens of thousands of people in those forums that he can ship parts to. He knows they’re already enthusiastic, engaged and excitable just by being there. And while they may be DIYers, even if all Bob gives them is good advice, he’s becoming an expert in an influential community, and he could get business recommendations. Bob may be able to subscribe to an RSS feed for the most relevant posts, saving him even more time. Which brings us to the second important thing about Social Media Monitoring with Smart Ears.CLICK TO THE NEXT SLIDE.
  • It drives better business decisions. When it comes to saving time, for example, you want to make the best possible business decision in the least amount of time. Dither too much and you might waste opportunities… or problems can build. If you have Smart Ears, you can gain real insight into what people think of your business or product sooner than you would have normally. Plus, you can use that insight to make decisions about your business faster. CLICK TO THE NEXT SLIDE.
  • The first example we’ll look at is related to marketing. Why use jargon, or waste money on mega focus-groups, when your existing customers can describe your product and brand for you? Some call this User-Generated Content, but you can just call it “words real people use.” CLICK TO THE NEXT SLIDE.
  • Why is using words real people use even better? Because when customers describe YOUR product, they’re talking about what THEY love, not you. In a way, it’s like just being yourself—or, rather, being like your customer. There are some great companies using this strategy now. Take first one… CLICK TO THE NEXT SLIDE.
  • Remember these? The survey-based restaurant guides that used actual quotes from customers? They went to the trouble of expensive surveys… CLICK TO THE NEXT SLIDE.
  • But you don’t have. You can mine forums, feedback via email or inexpensive survey to find those real words for your marketing campaigns, for example. CLICK TO THE NEXT SLIDE.
  • ModCloth is a young woman’s B2C clothing website. If I could sum up their products in two words it would be “modern” “cutesy” and “expensive.” But what do ModCloth customers themselves actually say? Well, ModCloth used its customer reviews to find out. CLICK TO THE NEXT SLIDE.
  • And then they used some of those exact same words in an e-mail marketing campaign. They even created additional content in the form of a Style Glossary to keep people on their website and, hopefully, keep them engaged. CLICK TO THE NEXT SLIDE.
  • “There’s some back and forth between what words customers are using and how you want to be known. Understanding the how customers see things is important.”—Maura Ginty, Senior Manager, Strategic Research and Innovation at Autodesk at DreamForce 2011. Generally, listen to and trust what the customer is saying to guide your decisions, and wherever possible, use their words. CLICK TO NEXT SLIDE.
  • And when you’re really listening to customers, you’ll be able to pay attention to how they respond to issues. Let’s say you want to start a training program, but you aren’t sure what kind of content works best. Or let’s say you have a product that’s a little complicated, and you’re doing a little of this and a little of that, but you don’t know what is “sticking” best. CLICK TO NEXT SLIDE.
  • How many of you have smartphones? Do you have a protective film on that phone? Chances are it’s invisiSHIELD, a product by a company called ZAGG. ZAGG already is a marketing powerhouse—especially their online marketing department—I advise you to sign up for their newsletters and emails and mine them for ideas. On Twitter, they’re @ZAGGdaily. CLICK TO NEXT SLIDE
  • But ZAGG has really been branching out from their original product line, and they need to market to and teach customers how to use their tech products. But something interesting happened.CLICK TO NEXT SLIDE.
  •  “ZAGG was getting mentioned on Twitter in reference to our video content a lot more than our other content, with no added promotion on our part, so we knew what people were really getting excited by.” Scott Cowley So they recorded some simple videos, posted them to YouTube, promoted them in their email—and watched sales climb! Why? Because they were listening with Smart Ears to which method of learning was getting customers excited.CLICK TO NEXT SLIDE.
  • Sony did the exact same thing.Except, like most large companies, they hired an expensive outside firm to listen for a year for them to discover that people liked to learn how to use a computer with one-on-one-feeling video instruction (go figure). So they set up a SonyListens YouTube channel for this content—CLICK TO THE NEXT SLIDE
  • —and they cross-promote under various accounts on YouTube. And besides the basic tech help, helping people learn to DO the things THEY want to do with videos like “How to make a funny video of kids” make that a top-ranking video. CLICK TO THE NEXT SLIDE
  • But what if your product isn’t ranking so well? What if you have made a decision and you’re not sure whether it was the right one? Careful listening can guide you to the right correction. CLICK TO THE NEXT SLIDE
  • As one of the signature cocktails of the Crave America restaurants, the Sweet Heat drink is supposed to be spicy--but when it went nuclear, alarm bells went off at Crave headquarters. CLICK TO THE NEXT SLIDEhttp://informationweek.com/thebrainyard/news/marketing/232500307/social-analytics-cracks-case-of-the-jalapeno-cocktail
  • The issue turned out to be that the potency of jalapeno varied considerably from one batch to the next, so putting in the same quantity every time was actually a mistake. "We addressed it by making it more of a bartender's discretion thing," seasoned to taste so the result would be enough spice but not too much, he said. CLICK TO THE NEXT SLIDE
  • In that case, social media listening helped the restaurant identify the problem. Social media listening can also help you identify the opportunity—especially when it comes to beating the competition to market. CLICK TO NEXT SLIDE.
  • Let’s say you’re Maria, an upscale Dallas manicurist, and Maria wants to stand apart from the crowd when it comes to nails. She keeps up with trends in magazines, but she wants to come up with something creative a little sooner than once a month. She’s noticed that nail art is huge on Pinterest, so when the Golden Globes rolls around, she pays attention to celebrity nails in real-time… CLICK TO NEXT SLIDE
  • And find out that the most-talked about set matches up with what she has been reading? But what do the actual potential clients think? Do they like this look? CLICK TO NEXT SLIDE
  • Well, yes and no. Readers thought the concept was adorable, the execution terrible. One woman said it wasn’t very professional looking at all. CLICK TO NEXT SLIDE
  • Cue the expert. Maria could immediately practice her own technique, improve it, and email her customers with a “Get the look” campaign. BUT… that’s still pretty ordinary. What if Maria taught a DIY class? You might think she would lose customers that way, but… CLICK TO NEXT SLIDE
  • …with the popularity of nail art, it could become a series. CLICK TO NEXT SLIDE
  • So for Maria, it’s all about thinking about the opportunities. For Bob the mechanic, it’s thinking about where to spend his time. For the restaurant, it’s problem solving. For ModCloth, it was finding the right marketing technique. For Zagg and Sony, it was about finding the right teaching technique. CLICK TO NEXT SLIDE
  • And while you should always brainstorm with others—come to conferences like this one to get ideas— CLICK TO THE NEXT SLIDE
  • It’s critical thinking that will help you stay advanced. CLICK TO THE NEXT SLIDE

Smart Ears: Social Media Monitoring for Strategic Business Decisions Presentation Transcript

  • 1. SMART EARS Social Media Monitoring for Strategic Business DecisionsArienne Holland, Communications Director | @RavenArienne | #explore
  • 2. SMART EARS “There’s a reason God gave us two ears and only one mouth: listening is twice as important as talking. “But he gave us 10 fingers … he must really want us to poke things!” — Kenneth, 30 Rock @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 3. SMART EARS 1) It’s proactive, not reactive. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 4. SMART EARS 2) It drives better business decisions. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 5. SMART EARS 3) It requires thought, time and tools. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 6. SMART EARS 1) It’s proactive, not reactive. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 7. SMART EARS 1) It’s proactive, not reactive. Strategy: Monitor more than vanity. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 8. SMART EARS “Listen up Fives, a Ten is speaking.” — Jenna, 30 Rock @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 9. SMART EARS 1) It’s proactive, not reactive. Not necessarily this … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 10. SMART EARS 1) It’s proactive, not reactive. … more like this. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 11. SMART EARS 1) It’s proactive, not reactive. Strategy: Go where your people are. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 12. SMART EARS @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 13. SMART EARS 1) It’s proactive, not reactive. Bob could set up a Twitter account for his auto parts supply business … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 14. SMART EARS 1) It’s proactive, not reactive. … or Bob could invest the same time in auto forums, where thousands are asking for help. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 15. SMART EARS @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 16. SMART EARS 2) It drives better business decisions. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 17. SMART EARS 2) It drives better business decisions. Strategy: Use words real people use. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 18. SMART EARS “Remember everyone, just don’t be yourselves.” — Jack, 30 Rock @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 19. SMART EARS 2) It drives better business decisions. It may be as old as Zagat … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 20. SMART EARS 2) It drives better business decisions. … but mine forums, feedback and surveys to find those real words for your marketing. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 21. SMART EARS @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 22. SMART EARS @RavenTools | | #explore
  • 23. SMART EARS 2) It drives better business decisions. “Understanding how customers see things is important.” — Maura Ginty, Autodesk via TopRank blog @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 24. SMART EARS 2) It drives better business decisions. Strategy: Teach the way people prefer. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 25. SMART EARS 2) It drives better business decisions. @ZAGGdaily’s invisibleSHIELD @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 26. SMART EARS 2) It drives better business decisions. ZAGG developed new products that people needed to learn … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 27. SMART EARS 2) It drives better business decisions. … and discovered video was best. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 28. SMART EARS 2) It drives better business decisions. So did Sony. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 29. SMART EARS @RavenTools
  • 30. SMART EARS 2) It drives better business decisions. Strategy: Verify product decisions. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 31. SMART EARS 2) It drives better business decisions. Bacardi Dragon Berry + mango + St. Germain + white cranberry juice + jalepeño = Ugh. But why? @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 32. SMART EARS 2) It drives better business decisions. The too-spicy culprit? @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 33. SMART EARS 2) It drives better business decisions. Strategy:Beat competition to market. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 34. SMART EARS @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 35. SMART EARS 2) It drives better business decisions. Zooey’s nails were fun … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 36. SMART EARS 2) It drives better business decisions. … but criticized for being sloppy. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 37. SMART EARS 2) It drives better business decisions. Maria could offer to do it better. Or she could teach a DIY class … @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 38. SMART EARS 2) It drives better business decisions. … that turns into a nail-art series. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 39. SMART EARS 3) It requires thought, time and tools. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 40. SMART EARS 3) It requires thought, time and tools. Get advice … “It is good to rub and polish our brain against that of others.” — Michel de Montaigne @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 41. SMART EARS 3) It requires thought, time and tools. … but think independently, too. That’s how you stand apart. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 42. SMART EARS “So what’s your religion, Liz Lemon?” “I pretty much just do whatever Oprah tells me to do.” — Tracy to Liz, 30 Rock @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 43. SMART EARS Recap @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 44. SMART EARS 1) It’s proactive, not reactive. Monitor more than vanity. Go where your people are. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 45. SMART EARS 2) It drives better business decisions. Use words real people use. Teach the way people prefer. Verify product decisions. Beat competition to market. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 46. SMART EARS 3) It requires thought, time and tools. Get advice, but use your own brain. Invest time wisely. Find the right tools for you. @RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
  • 47. THANKS FOR LISTENINGArienne Holland, Communications Director | @RavenArienne | #explore