Learning from listening


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This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers

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  • Conversations can easily go viral. This site is set up for consumers to express their frustration. In addition to posting their frustrations, the site makes it easy to share it with other sites – making it go viral (read – brand crisis!) A brand NEEDS to be aware of these and responding. Conversations not limited to blogs – Twitter, Flickr, tagged, Facebook, Value: Increased satisfaction, brand loyalty, awareness Engaging in social channels encourages peer support and positive word of mouth Satisfied customers become loyal brand advocates Providing online support builds brand, organic SEO, & wards off PR crises Actionable: Listen, provide responses to negative AND positive feedback
  • Croc’s – Nurses – Value: Identify differentiating features & innovate Identify competitive strengths and weaknesses Monitor sentiment around competitors products Analyze industry topics and identify trends Actionable: Identify industry trends, create products that consumers want
  • Value: Efficient use of time & identify influencers Everything can be measured now (web analytics AND online conversations & sentiment) Ability to easily monitor volume, brand sentiment and themes of conversations Dictionary used to determine sentiment is customizable Identify influencers for PR blogger campaigns Actionable: Audit, benchmark trends, and identify advocates
  • Value: More effective SEO & organic visibility Author tag cloud shows what consumers expect people to be searching for Using their language rather than industry terminology ensures higher organic SEO. *Provides insight into consumers minds. Actionable: Identify people expressing a need for your product/service, connect with warm leads that have a higher probability of conversion
  • Find the link
  • Only 20% of brands have heard of the capability of social media monitoring Tip of the iceberg
  • I added sharing to #2 Consider the corporate website as the home, the blog is where the discussions are happening. It’s an interaction with those writing on other blogs. #1 is the place where people are sharing links, the ‘water cooler’. I would put them in reverse order --- 3, 2, 1 the grounding is in the site (most static to least static)
  • Learning from listening

    1. 1. Learning from Listening Online Bob Barker VP Corporate Marketing and Digital Engagement Alterian http://twitter.com/bob_barker
    2. 2. Who am I?
    3. 3. Marketing guy Brand & Positioning PR and Video Website/online SEO & PPC Social Media & Community Social Media & Community Strategy Marketing Prod Mktg Sales Prof Services Exec’s Customer Support Managed Services HR
    4. 4. Technology guy Technology Brands I have worked for:
    5. 6. Connectedness – the new MBA <ul><ul><li>Power of profile </li></ul></ul><ul><ul><li>Power of connection </li></ul></ul><ul><ul><li>Power of collaboration </li></ul></ul><ul><ul><li>Power of trust </li></ul></ul><ul><ul><li>Power of friendship </li></ul></ul><ul><ul><li>Power of Influence </li></ul></ul>
    6. 7. Influence - Robert Scoble (Scoblizer) effect on shareprice Joins
    7. 8. Societal and business change 1500 On Outlook 50 on Facebook 750 On Facebook 550 On Facebook 450 On Facebook Not On Facebook
    8. 9. Social media is changing the way the world communicates and it all starts with listening...
    9. 10. Listening tools – the 101 guide Social Media Monitoring Tool
    10. 11. How does it work? Collect Store Social Media Warehouse Analyse Engage
    11. 12. You are not required to Blog or Tweet to use an SMM tool
    12. 13. Instant Market Research
    13. 14. Marketers have never had it so good Marketing Holy grail = understand what your customers want “ Never before in the field of marketing was so much known about so many by so few”
    14. 15. Is anyone actually talking about us then?
    15. 16. Volume of conversations What happened?
    16. 17. Drill into the actual conversations
    17. 18. <ul><li>… beyond Twitter </li></ul><ul><li>Blogs </li></ul><ul><li>Flickr </li></ul><ul><li>Forums </li></ul><ul><li>Build WOM </li></ul><ul><li>Organic SEO </li></ul><ul><li>Ward off crises </li></ul>Find your Customer’s expressing their Needs http://www.consumeractiongroup.co.uk
    18. 19. But what is the competition up to?
    19. 20. Compare with competitors Do we need to increase our SM activity?
    20. 21. Innovate with Industry & Competitive Insight <ul><li>Find what you don’t know </li></ul><ul><li>Identify new markets and trends </li></ul><ul><li>Competitive strengths & weaknesses </li></ul><ul><li>Sentiment around competition </li></ul>Create products that consumers want
    21. 22. Show me the money
    22. 23. Brand protection mechanism
    23. 24. Are they being nice?
    24. 25. Sentiment and Tone Call them up Encourage them up
    25. 26. <ul><li>Do opinions online matter? </li></ul><ul><li>Monitor volume, sentiment and trending topics </li></ul><ul><li>Customizable dictionary – to pin down real sentiment </li></ul>Influence Public Relations
    26. 27. Show me the money “ We did not put the customer first” Toyoda, Sunday Times 28 th March
    27. 28. Identify your influencers
    28. 29. Who are these people who have the time to talk about us online?
    29. 30. Demographics Target more closely
    30. 31. And how influential are they?
    31. 32. Where do they hang out?
    32. 33. Auto Domains Better have a strategy for Youtube
    33. 34. The communities that advocate your products <ul><li>Join communities that advocate your products </li></ul><ul><li>Join that of your competitors </li></ul>Make sure you contribute or advertise
    34. 35. Create community “ We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversation . It’s not possible to participate in all of the threads, but there are ways to identify which conversations are the most influential , which ones have the greatest reach , and those are the one in which we’re most likely to participate. We've also created a consumer advocate community as well as a platform that we’ll be launching in a few weeks to support their activities.” Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
    35. 36. What are the trends in what people are saying?
    36. 37. Author tags – Consumer’s perception of our brand
    37. 38. Increase your SEO <ul><li>Insight into consumers minds </li></ul><ul><li>Theme clouds </li></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Author tag clouds </li></ul><ul><li>Link building </li></ul><ul><li>PPC </li></ul>
    38. 39. Understand the geographic spread of conversations – find new markets Identify new markets
    39. 40. Show me the money Fortune 500 consumer products company discovered that over 75% of its marketing spend did not reach its most influential social channels Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
    40. 41. But do they actually want to buy something? Is it just talk?
    41. 42. Identify, allocate the conversation, speak to them and add value
    42. 45. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales . Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
    43. 46. Conversations create transactions – people buy from people
    44. 47. 8 Stages of Listening <ul><li>No objective at all </li></ul><ul><li>Tracking of brand mentions </li></ul><ul><li>Identifying market risks and opportunities </li></ul><ul><li>Improving Campaign Efficiency </li></ul><ul><li>Measuring Customer satisfaction </li></ul><ul><li>Responding to customer inquiry </li></ul><ul><li>Better understand customers </li></ul><ul><li>Being proactive and anticipating customers </li></ul><ul><li>Source: Jeremiah Owyang </li></ul><ul><li>http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/ </li></ul>
    45. 48. Instant brand research Conversations Create transactions Brand Protection Influencer identification
    46. 49. http://www.youtube.com/watch?v=InrOvEE2v38
    47. 52. Once you have listened then its time to Engage
    48. 53. Impact of Social Media on Sales Funnel
    49. 54. A Community Based Approach
    50. 55. Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
    51. 56. Asset deployment by SM channel
    52. 57. Twitter deployment Schedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2
    53. 58. Moving Towards a Holistic Web Presence Coffee Shop Chat/Gossip/Tips/Links Library Reading/research/Education/Sharing Store Learning/watching/buying MicroBlog/Realtime Blog/Community Website/Surfers 1. 2. 3.
    54. 59. Its requires engagement technology and engaging people
    55. 60. Your people need to get engaged on social media “ Ask not what your company can do for you ask what you can do for your company (and yourself)”
    56. 61. Personal Blogs X
    57. 62. Personal Blogs X
    58. 63. Listening and engaging <ul><li>Listening rota’s by geography, by product </li></ul><ul><li>Engaging in the conversation </li></ul><ul><ul><li>Responding to blogs </li></ul></ul><ul><ul><li>Responding to tweets </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>In Linked in groups </li></ul></ul><ul><ul><li>In Tweet ups </li></ul></ul><ul><ul><li>At events </li></ul></ul>
    59. 64. Next Steps Read the book Read the Report Use the tool Drill into the detail
    60. 65. Value and ROI through listening Use Case Value/ROI Brand Audit Identify opportunities in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marketing Increased sales & rate of return on ad spend Customer Service Increased satisfaction, brand loyalty, awareness Competitive Insight Identify differentiating features & innovate Public Relations Efficient use of time & identify influencers Sales – Lead Generation Increased sales & shortened sales cycle Search Engine Optimization More effective SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn
    61. 66. And finally...