The Art of Social Media Listening

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In business, the Listening Gap includes all the different ways we fail to listen to the customer to understand their needs and wants. Research is a way to overcome the listening gap. In this …

In business, the Listening Gap includes all the different ways we fail to listen to the customer to understand their needs and wants. Research is a way to overcome the listening gap. In this presentation, I look at social media as a way to engage in “service failure detection & service failure recovery.” This presentation focuses on what is the listening gap, monitoring by using social media, customer decision journey, how to analyze how a company is listening, and tools companies use to listen. The modern art exhibit the Listening Post by Mark Hansen and Ben Rubin on display at the London Science museum is showcased to discuss how people communicate on the Internet and further analysis pulls it all together to show that today we are in a new age where ordinary people can communicate in extraordinary ways - it's up to company's to listen to their customers to find out how to satisfy wants and needs.

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  • 1. The Art of (Social Media) Listening Susan Chesley Fant www.susanfant.com / scfant1@cba.ua.edu Created for University of Alabama – Marketing Department – Spring 2014 These slides are being used for educational purposes only. Image: Paul Hudson – Wikimedia Commons: http://commons.wikimedia.org/wiki/File:Listening_Post.jpg
  • 2. Closing the Listening Gap The Listening Gap - all the different ways we fail to listen to the customer to understand their needs and wants. Research is a way to overcome the listening gap. We’re looking at social media to engage in “service failure detection & service failure recovery.” French acoustic aircraft locator WWI US Public Domain Image http://commons.wikimedia.org/wiki/File:French_acoustic_aircraft
  • 3. How do I Close the Listening Gap with Social Media?
  • 4. Closing the Listening Gap • Social Media’s Core Functions: 1. Monitor 2. Amplify 3. Respond 4. Lead • Listen = Monitor
  • 5. The Risk of Not Listening • When not paying attention, companies run the risk of the following: – Aiming at the wrong targets – Wasting time & money – Failing to harness potential power – (Alienating potential & current customers)
  • 6. How Do Companies Influence Conversations? Gatorade Mission Control @ Pepsi Co. The Pioneer of Social Command Centers Screens include visualization of tweets that are relevant to Gatorade: brand, competitors, athletes, sports nutrition and sentiment analysis of blogs. Reported an increased engagement by 250% and reduced exit rate from 25% to 9%. Uses Facebook to engage customers and answer questions. Creates cover photos for fans’ profiles. Other social media command centers: Cisco, National Australia Bank, Clemson University, Dell Computers, American Red Cross. Photo / Information: Fast Company
  • 7. Listening = Understanding Decisions • When companies listen to their customers on social media they can influence conversations, make suggestions, provide customer service, and better participate in the customer decision journey. Source: McKinsey Quarterly
  • 8. Source: McKinsey Quarterly
  • 9. How do I know if a company is monitoring social media “effectively”?
  • 10. How to Analyze a Company’s Listening Skills on Their Social Media Pages • • • • Who is the target audience? What are these pages trying to accomplish? When is content being posted? Where are they posting it (newsfeed, about, timeline, apps in Facebook)? • Why are they posting this type of content? • How are they interacting with consumers?
  • 11. How Do We Tell Online Fact from Fiction? http://www.youtube.com/watch?v=sNV4yIyXXX0
  • 12. What are (some of) the tools for social media listening?
  • 13. A Look Back @ Twitter FILMED FEB 2009 http://www.ted.com/talks/evan_williams_on_listening_to_twitte r_users.html Image: www.ted.org
  • 14. Hootsuite Manages social media accounts: Twitter, Facebook, LinkedIn, WordPress, Google Analytics reports & the team management facility: delegating tasks, sending private messages. "HootSuite is an essential tool for managing social networks by allowing teams to efficiently track conversations and measure campaign results.” Pete Cashmore, CEO, Mashable Image / Information: Hootsuite (www.hootsuite.com)
  • 15. Tweetdeck Twitter based tool: monitor accounts, schedule tweets, turn on alerts, searches, timelines, multiple accounts, real time information. Image / Info: https://about.twitter.com/products/tweetdeck
  • 16. Google Alerts Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries. You can keep an alert set up for every company or account you are managing. Image / Info: http://www.google.com/alerts
  • 17. Facebook Analytics https://www.facebook.com/foresighteducation
  • 18. Pinterest Web Analytics Image / info: http://business.pinterest.com/analytics/
  • 19. The Future of Listening: Even More Focused Tools / Dashboards Adobe and Salesforce debuted products that are competing with Hootsuite and are worth a look for large social media campaigns. Image / Info: http://www.salesforcemarketingcloud.com/products/social-media-listening/
  • 20. The Art of (Social Media) Listening Mark Hansen and Ben Rubin Listening Post Listening Post I/III 2003 Modern art using live data, electronics, speakers, copper wire, computer systems “Pulling text quotes from thousands of unwitting contributors' postings, Listening Post allows you to experience an extraordinary snapshot of the internet and gain a great sense of the humanity behind the data.” – London Science Museum Image/Info: http://www.sciencemuseum.org.uk/smap/collection_index/mark_hansen_ben_rubin_listening_post.aspx
  • 21. How We Communicate Online http://www.youtube.com/watch?v=ns4Nm4G1l_g // http://www.youtube.com/watch?v=dD36IajCz6A
  • 22. Conclusions • The listening gap can be solved by utilizing social media’s core function of monitoring. • We monitor to be a part of the customer decision journey. • Tools are always evolving and can help display the data – it us up to analyze the data. • Online listening is a current reality. Until right now, ordinary people have not had the opportunity to exchange views themselves on a large, global, and complex scale. This affects our society, our consciousness, and how companies monitor when they listen for information regarding themselves throughout social media platforms.
  • 23. Comments & Questions? Diagram of the ear trumpet US Public Domain http://en.wikipedia.org/wiki/File:Ear_trumpet.jpg