LISTEN UP!
SOCIAL LISTENING
FOR SMARTER BUSINESS
JENNY LYCETT

CONTENT MARKETING MANAGER, CITY & GUILDS
FIND ME ON TWITTER...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS

Small
amount of
social listening

Significant
changes
to social strategy...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
What do you mean by social listening, Jenny?

@CITYANDGUILDS

@JENNYLYCET...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
What is social listening?
• Use software to trawl
social media for specif...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
And how does that actually work?

LISTEN

Social media

@CITYANDGUILDS

A...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Getting started: what are people saying about you?

@CITYANDGUILDS

@JENN...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
What can you do about what they’re saying?
• Identify trends and work out...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Brand impressions – how much people are
talking about us

Social listenin...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Who are your followers?

@CITYANDGUILDS

@JENNYLYCETT
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Now you know who your followers are …

• Use tags to group followers toge...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Use listening to build on a marketing campaign

@CITYANDGUILDS

@JENNYLYC...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
Listen to the terms you’ll be using in your campaign:
• Start to build an...
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
To sum up - top tips for social listening
• Start by listening to what pe...
THANK YOU

JENNY LYCETT

CONTENT MARKETING MANAGER, CITY & GUILDS
FIND ME ON TWITTER: @JENNYLYCETT
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Using social listening for business - my top tips

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People are talking about you and your business in social media - wouldn't it be great to find out what they're saying? I take a look at how to use basic social listening techniques to inform your social media and content marketing strategy, based on some of the work I've done for the City & Guilds Group. This is an edited version of my presentation from the social media measurement and management stage at Technology for Marketing and Advertising 2014 (25-26 February 2014, Earls Court, London).

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Using social listening for business - my top tips

  1. 1. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS JENNY LYCETT CONTENT MARKETING MANAGER, CITY & GUILDS FIND ME ON TWITTER: @JENNYLYCETT
  2. 2. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Small amount of social listening Significant changes to social strategy Big impact @CITYANDGUILDS @JENNYLYCETT
  3. 3. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What do you mean by social listening, Jenny? @CITYANDGUILDS @JENNYLYCETT
  4. 4. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What is social listening? • Use software to trawl social media for specific terms • Be alerted whenever terms, brand names or hashtags important to you are used • Find out who talks about your brand, services or content the most – and what they say @CITYANDGUILDS @JENNYLYCETT
  5. 5. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS And how does that actually work? LISTEN Social media @CITYANDGUILDS ANALYSE • Influencers • Sentiment • Volume • Results ENGAGE Social channels @JENNYLYCETT
  6. 6. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Getting started: what are people saying about you? @CITYANDGUILDS @JENNYLYCETT
  7. 7. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS What can you do about what they’re saying? • Identify trends and work out how you can capitalise (for City & Guilds, congratulating people on qualifications) • What have you learnt about how people perceive you? Do you need to take action? • Does your listening tell you anything about what your customers want or need? (for City & Guilds, can we offer careers advice to qualified tradespeople who advertise on Facebook or Twitter?) @CITYANDGUILDS @JENNYLYCETT
  8. 8. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Brand impressions – how much people are talking about us Social listening introduced Aug Sept @CITYANDGUILDS Oct Nov Dec Jan Feb @JENNYLYCETT
  9. 9. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Who are your followers? @CITYANDGUILDS @JENNYLYCETT
  10. 10. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Now you know who your followers are … • Use tags to group followers together according to their interests and areas of influence • How can this information inform your strategy for content? • What don’t you already provide that your followers want or need? • Work out how you can service your existing, organic followers • Will you need to rethink how to approach a specific campaign now you have a better idea of who follows you and how they behave online? @CITYANDGUILDS @JENNYLYCETT
  11. 11. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Use listening to build on a marketing campaign @CITYANDGUILDS @JENNYLYCETT
  12. 12. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS Listen to the terms you’ll be using in your campaign: • Start to build and increase your audience – follow and engage with people you’d like to reach • Identify the influencers in your area and use them as brand ambassadors • Consider offering brand ambassadors exclusive access to your content in exchange for a blog post or retweet • Work out which hashtags and terms are most popular in your area and copy them when tweeting your own content @CITYANDGUILDS @JENNYLYCETT
  13. 13. LISTEN UP! SOCIAL LISTENING FOR SMARTER BUSINESS To sum up - top tips for social listening • Start by listening to what people are saying about you • Pick 2-3 trends and work out how you can capitalise or respond – even small things can make a difference • Find out who follows you naturally and use it to inform your strategy – not the other way around • Be specific and focused with the terms you use for listening • Explore your stats and work out what they’re telling you – don’t get hung up on followers. @CITYANDGUILDS @JENNYLYCETT
  14. 14. THANK YOU JENNY LYCETT CONTENT MARKETING MANAGER, CITY & GUILDS FIND ME ON TWITTER: @JENNYLYCETT

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