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How to Turn Social Media Conversations to Actionable Insights
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How to Turn Social Media Conversations to Actionable Insights


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  • 1. PRODUCTIVITY and QUALITY: Doing the right thing Team building and Training for Brandtology PH Staff November 19-20, 2011 MARs Writing Process:Strategies and Techniques
  • 2. Writing MARs is a PROCESS 2
  • 3. PRE-WRITING Organize Learn • Read the posts at the DCMS the ideas and• Portfolio • Visit the actual forum sites• Products about the client’s • Read Facebook Fan Page insights• Campaigns Wall Industry • Listen to tweets; observe at• Product Launches• Involvement in social media Sina microblog • External and internal industry • See what news site reports • Outlining landscape • Listing • Competitors • Clustering Know • Target market Listen to authentic social media the client conversations 3
  • 4. Listening to Social Media: Why is it important?1. Complaints Be aware of posts or conversations where people are complaining about our client’s product or service A complaint is an opportunity to demonstrate problem-solving abilities. 4
  • 5. Listening to Social Media: Why is it important? 2. ComplimentSocial media compliments are the onlineequivalent of testimonials. Potentialclients looking for reassurance on apurchase decision would love to seewhat consumers think about theirproducts or services. 5
  • 6. Listening to Social Media: Why is it important?3. Expressed need People who have a need will express it by searching online using keywords or by seeking advice from the general public. In such cases, our clients can reach out with an offer of assistance or a free demo for example. 6
  • 7. Listening to Social Media: Why is it important? 4. Looking out for competitors Our clients can be alerted when their competitors’ names are being mentioned by potential customers who are inquiring about their products or who are dissatisfied with their products. 7
  • 8. Listening to Social Media: Why is it important?5. The crowd Following the crowd can give our clients a better understanding of the public’s sentiment towards a topic that can affect its brand. 8
  • 9. Listening to Social Media: Why is it important?6. Influencer We can spot the influencers online and highlight their opinions towards our clients’ brands. 9
  • 10. Listening to Social Media: Why is it important?7. Crisis Discussions in social media can serve as a warning sign before a major thunderstorm. But before a crisis were to happen, we can pre-empt it by listening to what’s “What gets measured gets managed, and what gets managed gets done.” going on and try to rectify it before it blows -Peter Drucker Management Guru up. 10
  • 11. Listening to Social Media: Why is it important? 9. Measuring ROI It is important to measure the ROI if our clients have any ongoing marketing campaigns. 11
  • 12. Listening to Social Media: Why is it important?9. The Audit A brand is the sum of all conversations and is no longer completely controlled by the corporation. 12
  • 13. Listening to Social Media: Why is it important?10. Negative fallout Companies have to monitor online conversations as it could affect corporate reputations and their business prospects. 13
  • 14. 7 Ways to Understand Text in Social MediaSource: Ogneva, M. (2010) The many emotions of social media.Berinato, S (2010). Six ways to find value in Twitter’s noise. Harvard Business Review.
  • 15. • QUESTION – Ends in question mark, obviously. As such, it’s tagged as a question.
  • 16. • CONDITIONAL – Conditional voice allows you to differentiate between the netizen’s current action / feeling and how it would be different if something else were different.
  • 17. • INTENT – Unlike conditional voice which points to intent if something was different, the intent tag helps our clients understand what the consumer wants / doesn’t want to do right now, under the current set of circumstances.
  • 18. mediaplusme.wordpress.comNegative words from the tweeterscan guide your client in prioritizing marketingmessages and product development.
  • 19. • AUGMENT – This voice differentiates between degrees and severity in sentiment, as well as identifies emphasis. – “I don’t like this product.” is not the same as “I hate this product!”
  • 20. • RECURRENCE – This voice allows our clients to understand if the mentioned event happened before, or if it’s an ongoing issue.
  • 21. • INDEFINITE – This voice is literally the virtual “suggestion box” for your client’s product / brand. – When a netizen in the forum says, “I wish the charges are not too high,” then it must give you actionable insights.
  • 22. After listening comes organizing . . .
  • 23. Organizing ideas and insights Outlining Clustering Insight Insight Insight Insight Insight Insight Insight Insight Insight Insight Insight Insight Listing 23
  • 24. Example of Clustering by client: Notebooks •overheats and •has touchpad Laptops problem •Repaired twice in a year Desktop •Dell and Alienware PCs preferred BRAND •Samsung recommended for Monitors x gaming •Dell more durable Slates •Acer tablets for sale •Acer user said no receipt needed Services upon repair •HP preferred due to 3-year warranty 24
  • 25. Cluster Analysis 25
  • 26. Cluster Analysis 26
  • 27. Cluster Analysis 27
  • 28. WRITING 28
  • 29. Pre-requisites in writing/analyzing dataShould stop presenting just graphs and descriptions of thegraphs but instead put more meat into the discussions (e.g.why did buzz go up/down?). We want to see 3-monthcomparative charts (SME) as buzz momentum is something wewant to look at as well. 29
  • 30. Pre-requisites in writing/analyzing dataFor the Key Findings, please look for the unknown unknowns.We don’t want to give the client something that they arealready aware of. Make sure that there is enough buzz. Plsshow both buzz volume and conversation size. 30
  • 31. Pre-requisites in writing/analyzing dataIn the recommendations, try to have a marketing perspective(strategic marketing more important as we can’t assume thatthe company would have enough resources to do a hugecampaign every time).Recommendations should be actionable and specific. It is notenough to state that the client can use social media. Thereshould be details as to how, which channels, why would that bethe approach, who to engage and what campaigns should bedone.Recommendations should not be product specific as ourclients (which are regional offices) could not act on this unlessthey specifically said we want to see this in our reports. 31
  • 32. Pre-requisites in writing/analyzing dataUse Marketing TermsDON’T say “The buzz decreased from August to September.This was because there was a campaign in August and the buzzhas died down”.Say something more like “The campaign does not have a longtail effect. The buzz died down very fast, in less than a month.What HP can do is to plant a seeder on XXX forum to make thebuzz last longer. The top influencer who spoke of this campaignis Ali [link]. He could be engaged to make sure the buzz doesn’tdie on this channel.” 32
  • 33. Pre-requisites in writing/analyzing dataRECOMMENDATIONS have to be specific. Direct action. Theconversation is still active and they can do something about it.“Have more campaigns to attract netizen’s attentioncontinuously” – is wrong because clients don’t have money tohave campaigns every month.Suggestion:From the campaign, there are some die-hard fans of XXX. Evenafter the campaign, there is a group of influencers who kepttalking about the product. They are A, B and C (provide linksand details of influencers). These are the people to engage. 33
  • 34. Pre-requisites in writing/analyzing dataGeneral Tips-Always think as an online marketer- are the recommendations useful to them? Cando they something about it?-Don’t give vague recommendations- they have done months and months of brandanalysis. Give them something useful.-Please make sure the slides are done- don’t say that you’re too busy to finish thethings please.-Show both buzz and sentiment charts. Buzz (unchecked post) and sentiment(rechecked buzz)-A lot of writers kept repeating what you can see on the graph- reason beingbecause this is the way the template is so I write this way. WRONG-Account IC pick a good example of a report for each account and show all thewriters. Follow this template.-A writer mentioned that she took 2 days to read 700 posts. Eddie’s advice is not todo INSANE work and no actionable insights.a) Read 700 posts but only 1 insight. Wrongb) Read 100 posts but found 10 insights. Right 34
  • 35. After writing the MARs, what is the next step? 35
  • 36. POST-WRITING 36
  • 37. POST-WRITING PROORFEAD Proforade Poorfread Prrofreda PROOFREAD 37
  • 38. Submit to the Account IC for initial checkingAim for a zero-return rateRevise promptly 38
  • 39. This report and the information contained therein are based on information from social media on the Internet and otherpublicly available data. Brandtology does not warrant the accuracy of such information nor is Brandtology responsible forthe content and accuracy of such information. Advisory information may be contained in the report. Any subsequentdecisions made based on the data must be decided after your professional managers have carefully reviewed andassessed what impact such information will have on your company. In no event shall Brandtology be liable to you or yourcompany for any lost profits, lost revenue, interest, goodwill, lost data, cost of procuring substitute services or for anyindirect, incidental, special, or consequential damages of any kind, however arising, that are related to these terms, whetherin contract, tort or negligence, or any legal theory.