The document discusses how social listening can help identify trends and provide solutions for businesses. It provides examples of how monitoring social media conversations led companies like Hebrew National, L'Oreal, and Sprout to create successful marketing campaigns and new products. The document also offers tips on optimizing content for social media and measuring results using tools like Buzzsumo.

1. Unheard of Success
Through Better
Social Listening
Brendan Shea
Senior Manager of Content
@frombrendan

2. Monitoring vs. Listening
#CAMAExpert

3. Social monitoring sees the trees;
social listening scans the forest.

4. Identify Trends
#CAMAExpert

5. The 6 Cs of Content Insights
● Content nuggets
● Campaigns
● Contributors
● Co-marketers
● Community
● Competition
#CAMAExpert

6. Provide Solutions
#CAMAExpert

7. Solution: NFL Dogs From Hebrew National
● Trend spotting around tailgating
conversations
● 32 pieces of microcontent
● Coverage from Mashable to
“Good Morning America”
● Increased fall dollar sales by
almost 8%
#CAMAExpert

8. Solution: At-Home Ombre Kit From L’Oreal
● Mined YouTube data to
identify trends
● New product + content hubs
● 50% of buyers new to
category
#CAMAExpert

9. Solution: Image Size Guide From Sprout
● SEO volume + social FAQs
● 3rd highest webpage for
new users
● Single highest traffic-
driving blog post
● Highest revenue-driving
blog post
#CAMAExpert

10. Optimize for Social
#CAMAExpert

11. Optimize for Social
● Long articles, brief posts
● @mention sources
● Hashtags on Twitter
● Clear CTA
● Fit images to native layouts
● A/B test headlines
● Post off peak
#CAMAExpert

12. Measure Your Results
#CAMAExpert

13. Buzzsumo to Assess Content Performance
#CAMAExpert

14. Thank You!
Connect with me @frombrendan