Social Media Intelligence - Listening, Engaging & Adapting


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EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.

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  • March 2009 – ‘ Member Communities’2 has overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.
  • These are stats from 2009 and some from january 2010 for facebook
  • Google Alerts  are email updates of the latest relevant Google results based on your choice of query or topic. You can subscribe to each alert through email and RSS. The alerts track blog posts, news articles, videos and even groups. Set a “comprehensive alert,” which will notify you of stories, as they happen, for your name, your topic, and even your company.  Yahoo! Pipes  is also a good tool for aggregating and combining feeds into one central repository. Social Mention  is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. It allows you to track mentions of your brand across all of these areas. The results are aggregated from the top social media sources, such as Flickr, YouTube, Digg, Delicious, Twitter and more. Like the other services, you can subscribe to your results by RSS or email. Other social search engines include  Serph  and  Keotag .
  • Backtype  is a tool for monitoring blog comments. If people commented on various blog posts, citing your name, you never used to have a way of tracking it, until now. Backtype is a service that lets you find, follow, and share comments from across the web. Whenever you write a comment with a link to your Web site, Backtype attributes it to you. Use it to remind yourself where you commented, discover influencers who are commenting on blogs that you should be reading, and continue conversations that you started previously. You can even subscribe to these comments using RSS.  coComment  is another tool that will help you manage your comments across the web. Yacktrack  lets you search for comments on your content from various sources, such as Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs. For instance, if you comment on a blog, you can locate other people who are commenting on that same blog post and rejoin the conversation. My favorite feature of this tool is the “Chatter” tab, which allows you to perform keyword searches on social media sites and then notifies you of instances of your brand name. Yacktrack’s search page results also give you an RSS feed for the search term. You can also use  Commentful  and  co.mments  to track your social comments on the web.
  • Along with blogs and traditional news stories, discussion boards are another channel where people can gather in a community and talk about you. Most people disregard discussion boards until they see other sites commenting on information viewed on them. Use  to get instant alerts from threads citing your name. Boardreader  and  Big Boards  are other tools that work similar to this one
  • Social Bookmarking:  follow services such as  Digg ,  Reddit ,  StumbleUpon , and  Delicious.
  • Understand how to measure your returns Don’t expect results overnight
  • Social Media Intelligence - Listening, Engaging & Adapting

    1. 1. Social Media Intelligence: Listening, Engaging & Adapting
    2. 2. Welcome <ul><li>About EMG Webinars </li></ul><ul><li>Short Q&A session will occur at end of presentation </li></ul><ul><li>Webinar presentation will be recorded </li></ul><ul><li>Link to recorded presentation will be sent to attendees </li></ul><ul><li>PDF of presentation slides available upon request </li></ul><ul><li>EMG Knowledge Center: </li></ul><ul><ul><li>webinars, whitepapers, case studies </li></ul></ul><ul><li>About EMG </li></ul><ul><li>Full-service interactive marketing agency </li></ul><ul><li>Headquartered in Orange County, CA </li></ul><ul><li>Established in 1999 </li></ul><ul><li>Clients include: State Farm, 20 th Century Fox, Scottrade, Banner Health, NBC Universal, Harrah’s Entertainment and University of Southern California </li></ul>
    3. 3. Featured Presenter <ul><li>Active social listener, contributor; early adopter of social media </li></ul><ul><li>Expertise with: </li></ul><ul><ul><li>Social Media Marketing </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Content Management </li></ul></ul><ul><ul><li>Higher Education Marketing </li></ul></ul><ul><ul><li>Entertainment Marketing </li></ul></ul><ul><li>Clients I’ve worked with: </li></ul><ul><ul><li>Harrah’s Entertainment </li></ul></ul><ul><ul><ul><li>Paris Hotel & Casino </li></ul></ul></ul><ul><ul><ul><li>Rio Hotel & Casino </li></ul></ul></ul><ul><ul><ul><li>Harrah’s St. Louis </li></ul></ul></ul><ul><ul><li>NBC Universal </li></ul></ul><ul><ul><li>State Farm </li></ul></ul><ul><ul><li>The Art Institutes of America </li></ul></ul>Jessica Liu Online Marketing/Social Media Analyst
    4. 4. Today You Will Learn About: <ul><li>Social Media and Social Media Intelligence </li></ul><ul><li>Why Should I Start Listening and Engaging? </li></ul><ul><ul><li>Putting the growth of social networks into context </li></ul></ul><ul><li>The 4 Rules: Listen, Engage, Measure, and Adapt </li></ul><ul><ul><li>Rule #1: Listen – 5 Ways to Start Monitoring </li></ul></ul><ul><ul><li>Rule #2: Engage – How to Respond </li></ul></ul><ul><ul><li>Rule #3: Measure – Defining Metrics and Understanding Results </li></ul></ul><ul><ul><li>Rule #4: Adapt – Optimize: Wash, Rinse, Repeat </li></ul></ul><ul><li>Social Intelligence in Action (case studies) </li></ul><ul><li>How Your Company Can Get Involved In Social Media </li></ul><ul><li>Q&A </li></ul>
    5. 5. First, What is Social Media? <ul><li>What comes to mind when you think of social media? </li></ul><ul><ul><li>Facebook? Twitter? Linkedin? Marketing Opportunity? </li></ul></ul>
    6. 6. What Do You Want From Social Media?
    7. 7. Social Media As Defined by Wikipedia: <ul><li>“ Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.” </li></ul><ul><li>“ Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).” </li></ul><ul><li>“ An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” </li></ul><ul><li>“ Social media has become the new &quot;tool&quot; for effective business marketing and sales.” </li></ul>
    8. 8. Social Media in 140 characters or less please! <ul><li>(whew, did it in 135 characters) </li></ul>
    9. 9. The Big Picture of Social Media Services
    10. 10. What is Social Media Intelligence? <ul><li>Valuable information from social network interactions and large data flows that can enable companies to: </li></ul><ul><ul><li>be more aware of how their business and industry are portrayed </li></ul></ul><ul><ul><li>launch new products and services into the market place at greater speed and at significantly lower cost </li></ul></ul>Social Media Intelligence comes from listening, engaging, measuring, and adapting
    11. 11. Why Should I Start Listening and Engaging? Well, Lets Put the Growth of Social Networks into Context
    12. 12. Because 2/3 of the Global Internet Population visit Social Networks (Nielsen, Global Faces & Networked Places, 2009)
    13. 13. Because visiting social sites is now the 4 th most popular online activity – ahead of personal email. (Nielsen, Global Faces & Networked Places, 2009) Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.
    14. 14. Because social media is like word of mouth on steroids
    15. 15. Social Media Is Here To Stay: Timeline of Social Media Napster 1999 Blogger 1999 epinions 1999 Wikipedia 2001 Friendster 2002 Facebook 2003 SecondLife 2003 MySpace 2003 2003 Flickr 2004 Digg 2004 YouTube 2005 Twitter 2006 Google Buzz 2010
    16. 16. Content Sharing Will Continue To Grow <ul><li>Over 1.2 Billion YouTube videos viewed per day </li></ul><ul><li>20 hours of video uploaded to YouTube every minute </li></ul><ul><li>13,000,000+ articles available on Wikipedia </li></ul><ul><li>50 million Tweets per day, 600 Tweets per second on </li></ul><ul><li>8 billion minutes spent on Facebook daily </li></ul><ul><li>Over 20 billion photos on Facebook </li></ul><ul><li>2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook </li></ul><ul><li>Over 4 billion images hosted on Flickr </li></ul>
    17. 17. If were a country, it would be the 4 th largest country in the world. <ul><li>China </li></ul><ul><li>India </li></ul><ul><li>United States </li></ul><ul><li>Facebook </li></ul><ul><li>Brazil </li></ul>
    18. 18. What Does This Mean for Companies and Marketers?
    19. 19. Companies Need to Start Listening & Engaging ASAP <ul><li>93% of social media users believe a company should have a presence in social media (Cone, Business in Social Media Study, September 2008) </li></ul><ul><li>85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. (Cone, business in Social Media Study, September 2008) </li></ul><ul><li>“ For companies, resistance to social media is futile. Millions of people are creating content for the social web. </li></ul><ul><li>Your competitors are already there. </li></ul><ul><li>Your customers have been there for a long time. </li></ul><ul><li>If your business isn’t putting itself out there, it ought to be. ” </li></ul><ul><li> – BusinessWeek, February 19, 2009 </li></ul>
    20. 20. Social Media is NOT the Solution to Everything It needs to compliment your overall marketing strategy
    21. 21. Social Media is NOT just another broadcast marketing channel It is so much more…
    22. 22. Social Media is… <ul><li>Public relations </li></ul><ul><li>Customer service </li></ul><ul><li>Loyalty Building </li></ul><ul><li>Collaboration </li></ul><ul><li>Networking </li></ul><ul><li>Thought-Leadership </li></ul><ul><li>… and yes, customer acquisition too </li></ul>
    23. 23. Have a Dialogue, Not a Monologue <ul><ul><li>“ The marketing industry’s idea of a two-way communication is to put an 800 number or a web address in an ad and take orders” </li></ul></ul><ul><ul><li>“ We want to talk to you,” they say. “But we don’t want to hear back from you. Unless you want to place an order, and if so click here.” </li></ul></ul><ul><ul><li>“ The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” </li></ul></ul><ul><ul><li>“ This won’t fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you’ll be tempted to talk. It’s a full-duplex channel that befuddles one-way-marketers.” </li></ul></ul><ul><ul><li>Josh Bernoff, Why Marketers Have Trouble with Full Duplex Social Technology, June 2008 </li></ul></ul>
    24. 24. 4 Basic Rules of Social Media <ul><li>Rule #1 </li></ul><ul><li>Listen </li></ul><ul><li>Rule #2 </li></ul><ul><li>Engage </li></ul><ul><li>Rule #3 </li></ul><ul><li>Measure </li></ul><ul><li>Rule #4 </li></ul><ul><li>Adapt </li></ul>Wash, Rinse, Repeat
    25. 25. Social Media Intelligence| Listening
    26. 26. Credit V. Miemis
    27. 27. Rule #1 Listen: 5 Ways to Start Monitoring <ul><li>Set up alerts for general branded keywords monitoring </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Yahoo Pipes </li></ul></ul><ul><li>General monitoring on social media search engines </li></ul><ul><ul><li>Free Services: </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul><ul><ul><li>Keotag </li></ul></ul><ul><ul><li>Paid Services: </li></ul></ul><ul><ul><li>Radian 6 </li></ul></ul>
    28. 28. Rule #1 Listen: 5 Ways to Start Monitoring <ul><li>Search Twitter </li></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Twitter Alerts: Twilert  and  TweetBeep </li></ul></ul><ul><ul><li>Twitter dashboards: TweetDeck and Twitscoop </li></ul></ul>
    29. 29. Rule #1 Listen: 5 Ways to Start Monitoring <ul><li>Search Blog Posts and Comments </li></ul><ul><ul><li>Backtype – tool for monitoring blog comments </li></ul></ul><ul><ul><li>Cocomment – tool for comments management </li></ul></ul><ul><ul><li>Yacktrack – search for comments on your content from Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs </li></ul></ul>
    30. 30. Rule #1 Listen: 5 Ways to Start Monitoring <ul><li>Find industry discussion boards </li></ul><ul><ul><li>BoardTracker – get instant alerts from threads citing your name </li></ul></ul><ul><ul><li>Boardreader and Big Boards </li></ul></ul>
    31. 31. Rule #1 Listen: 5 Ways to Start Monitoring <ul><li>Track your Brand’s affinity to other brands with Social Bookmarking </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Reddit </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul>
    32. 32. Case Study: The Fourth Kind (Social Listening) <ul><li>Fact-based thriller involving an ongoing unsolved mystery in Alaska, where one town has seen an extraordinary number of unexplained disappearances during the past 40 years and there are accusations of a federal cover up. </li></ul>
    33. 33. EMG Responsibilities <ul><li>EPK, Facebook, Twitter </li></ul><ul><li>Viral Sites </li></ul><ul><li>Adaptive Marketing Strategies </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Social Monitoring </li></ul><ul><li>Social Engagement </li></ul><ul><ul><li>Ghost blogging </li></ul></ul><ul><ul><li>Ghost commenting </li></ul></ul><ul><ul><li>Damage control </li></ul></ul><ul><li>Analytics + Reporting </li></ul>
    34. 34. Simple EPK –> Interactive Site
    35. 35. What is the truth? <ul><li>Who is Abigail Tyler? </li></ul><ul><li>Aliens in Nome, Alaska? </li></ul><ul><li>Missing people investigated by FBI? </li></ul><ul><li>Viral Marketing? </li></ul><ul><ul><li>Blair Witch Project </li></ul></ul><ul><li>Focus Attention on Aliens, Abductions, Encounters, Sightings, UFOs </li></ul>
    36. 36. Facebook + Twitter Engagement <ul><li>Built a community: Share Your Encounter Story </li></ul><ul><li>Facebook: over 90,900 fans </li></ul><ul><li>Twitter over 1,100 followers </li></ul>
    37. 37. Case Study: The Fourth Kind (Social Listening) <ul><li>Monitored Twitter Chatter </li></ul><ul><li>Listened for keywords </li></ul><ul><li>Listened to what fans were excited or upset about </li></ul><ul><li>Twitter posts about THE FOURTH KIND significantly increased as it got closer to the movie release date – at its height there were more than 1600 tweets/day about the movie </li></ul>
    38. 38. Social Media Intelligence| Engaging
    39. 39. Create A Place for Conversations to Happen <ul><li>Create a Facebook Fan Page </li></ul><ul><li>Create a LinkedIn profile </li></ul><ul><li>Create a Youtube Channel Page </li></ul><ul><li>Start a company blog </li></ul><ul><li>Start Tweeting </li></ul><ul><li>Create great content and distribute it to Digg,, Reddit </li></ul><ul><li>Secure your branded pages: </li></ul>
    40. 40. Remember, Dialogue not Monologue
    41. 41. Engagement Best Practices <ul><li>Be Responsive </li></ul><ul><ul><li>Respond quickly, but also be aware of how you respond </li></ul></ul><ul><ul><li>Tone should be conversational and friendly </li></ul></ul><ul><ul><li>Your response should be an extension of yourself and a reflection of your organization’s culture </li></ul></ul><ul><ul><li>On Twitter: You can reply with @ responses or direct message users if you don’t want your response to be public </li></ul></ul><ul><ul><li>Handle criticisms and complaints in a professional manner </li></ul></ul><ul><ul><li>Don’t delete public negative comments </li></ul></ul><ul><ul><li>Don’t turn complaints into a non-stop back and forth exchange. Take bigger discussions to e-mail or Direct Messages </li></ul></ul>
    42. 42. Ways to Engage <ul><li>Do talk about Corporate Culture (90% brand) </li></ul><ul><li>Share your history – keep it interesting </li></ul><ul><li>Talk vision and mission – talk about your company goals, a day in the life of … </li></ul><ul><li>Reveal industry insights – offer knowledge </li></ul><ul><li>Recognize employees and partners – make your brand personable </li></ul><ul><li>Ask questions about the future/ take suggestions and ideas from customers </li></ul><ul><ul><li>Customers want to know that their opinions matter, so engage with your fans and followers by asking thoughtful questions and be sure to respond to comments and concerns </li></ul></ul>
    43. 43.
    44. 44.
    45. 45. Leverage User Generated Content <ul><li>By actively participating in social listening and monitoring, you can keep track of user generated content (UGC) that mentions your brand name across the web. UGC is useful in tracking a brand’s success, as well as leveraging it as a tool to start social media chatter. </li></ul><ul><li>Example RioVegas Tweet: </li></ul><ul><li>Share unique and appropriate UGC </li></ul><ul><li>Give credit to the author to recognize your evangelists </li></ul><ul><li>Link back to the content using to track clicks </li></ul>“ Cool! @vegaslover just uploaded an awesome video of bottle flaring at the iBAR! ” “ This is very creative artwork found in the Rio hotel room left by a hotel guest! Isn’t this awesome: ”
    46. 46. Positive, Negative, and Neutral Sentiment <ul><li>It is Important to: </li></ul><ul><li>Identify brand evangelists, naysayers, detractors, and passive sentiment </li></ul><ul><li>Build brand loyalty from positive sentiment </li></ul><ul><li>Attempt to turn passive and negative sentiment into positive ones </li></ul><ul><li>Appropriately address negative sentiment </li></ul><ul><ul><li>Misconceptions: Deleting comments </li></ul></ul>
    47. 47. Dealing with Negative Sentiment <ul><li>First, listen to the whole conversation </li></ul><ul><li>Respond accordingly with content guideline </li></ul><ul><ul><li>Remember: Handle criticisms and complaints in a professional manner </li></ul></ul><ul><ul><li>Can positive experiences help shape feedback? </li></ul></ul><ul><ul><li>Tip: </li></ul></ul><ul><ul><li>Use Ghost Commenters to guide/shape conversations </li></ul></ul>
    48. 48. Social Media Intelligence| Measuring
    49. 49. Rule #3 Measure – define ROI <ul><ul><li>Define your audience </li></ul></ul><ul><ul><li>Measure engagement level </li></ul></ul><ul><ul><li>Measure loyalty level </li></ul></ul><ul><ul><li>Measure your influence </li></ul></ul><ul><ul><li>What are your action items? </li></ul></ul><ul><ul><li>(metrics should map to goals) </li></ul></ul>
    50. 50. Rule #3 Measure <ul><li>Define your campaign goals </li></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Increase Number of fans/followers </li></ul></ul><ul><li>Level of engagement </li></ul><ul><li>Amount of new user generated content </li></ul>
    51. 51. Social Media Intelligence| Adapting
    52. 52. Rule #4 Adapt <ul><li>A successful social media marketing campaign requires OPTIMIZATION and ADAPTION. </li></ul><ul><li>Practice social media monitoring, create positive user engagement, and ultimately establish meaningful relationships with your users so that they will return to your site, remember your brand, and become brand evangelists. </li></ul><ul><li>Wash, Rinse, Repeat </li></ul>
    53. 53. Domino’s Social Media Beating <ul><li>PR Nightmare </li></ul><ul><li>Domino’s employees put snot on a sandwich </li></ul><ul><li>Video viewed more than 550,000 times in 2 days </li></ul><ul><li>Video reflected some of the worst fears consumers have about food purchased from restaurants </li></ul><ul><li>Video discussion viral on Facebook, Twitter, and dozens of other social-networking sites </li></ul>
    54. 54. Rule #5 Adapt – Setting some rules <ul><li>&quot;Nothing is local anymore,&quot; Domino's spokesman Tim McIntyre says. &quot;That's the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.” </li></ul><ul><li>Lessons from Dominos: </li></ul><ul><li>Monitor social media </li></ul><ul><li>Respond quickly </li></ul><ul><li>Respond at the flashpoint </li></ul><ul><li>Educate workers </li></ul><ul><li>Foster a positive culture </li></ul><ul><li>Set clear guidelines </li></ul><ul><li>What Dominos did: </li></ul><ul><li>Responded within hours </li></ul><ul><li>First responded on consumers affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video </li></ul>
    55. 55. How Your Company Can Get Involved In Social Media <ul><li>Define your company’s social media strategy </li></ul><ul><li>Hope is not a strategy </li></ul><ul><ul><li>(don’t just create a facebook page, customers won’t come flowing in) </li></ul></ul><ul><li>Stop thinking “campaigns” start thinking “conversations.” </li></ul><ul><li>Ask for help, if you need it (Partner up!) </li></ul><ul><li>Social media is not the answer to everything </li></ul><ul><ul><li>If your product is not competitive, social media won’t fix it. </li></ul></ul><ul><li>However if your customer service is struggling, social media can help. </li></ul><ul><li>If your repeat business is struggling, social media can help </li></ul><ul><li>If your company’s word of mouth is struggling social media can help </li></ul>
    56. 56. Key Take-Aways <ul><li>Remember that building a social media community is a marathon, not a sprint. It will take time, patience, and hard work. </li></ul><ul><li>Be transparent, responsive, and engaging with your audience </li></ul><ul><ul><li>Dialogue, not monologue </li></ul></ul><ul><li>Define clear goals and measurement </li></ul><ul><li>Practice Social Media by the rules! </li></ul><ul><ul><li>Listen, Engage, Measure, and Adapt </li></ul></ul>
    57. 57. Q & A <ul><li>Thank You! </li></ul><ul><li>Contact us today to learn more and schedule a consultation! Toll Free: (866) 62-EARTH </li></ul><ul><ul><ul><ul><li>Solutions for Every Challenge </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creating a plan & strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Generating awareness & interest </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Acquiring more customers & advocates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Engaging & involving communities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Measuring & adapting initiatives </li></ul></ul></ul></ul><ul><li>Follow us on Twitter for the latest news </li></ul><ul><li>on future webinars, events and more from EMG. </li></ul>@EMGtheagency