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Listen Up! How to Use Listening to Reach Your Business Goals By Karianne Stinson

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Listening To Your Audience. PRESENTATION: Listen Up! How To Use Social Listening to Reach Your Brand Goals - Given by Karianne Stinson, @Karianne of @Priceline. #SMX #13A

Published in: Social Media

Listen Up! How to Use Listening to Reach Your Business Goals By Karianne Stinson

  1. 1. How to Use Listening to Reach Your Business Goals #SMX #13A @Karianne Listen Up! Karianne Stinson Social Media Manager at Priceline.com
  2. 2. #SMX #13A Karianne Stinson Social Media Manager @Karianne @Karianne
  3. 3. #SMX #13A “Your brand is what people say about you when you’re not in the room” -Jeff Bezos Founder of Amazon @Karianne But with social media, you actually can be “in the room” to hear what people are saying, as long as you take advantage of listening
  4. 4. #SMX #13A @Karianne Conversations will happen, whether or not you listen. According to a report from Altimeter at the end of 2013, only 42% of businesses were using social listening to learn from their customers.
  5. 5. What is social listening? #SMX #13A News Sites Blogs Forums Review Sites Calling it social listening is actually misleading, as many tools bring in more @Karianne media than just posts from social networks.
  6. 6. #SMX #13A @Karianne Can you hear your customers now? Do you know what your customers are saying about your products and services? Do you know what your potential customers want?
  7. 7. What’s in it for your brand? #SMX #13A @Karianne Customer support & retention Social Listening Competitive analysis Product development Content marketing Identify influencers & advocates Market research Sales support Crisis Monitor sentiment management Listening is so much more than social media, and it benefits more than the social media marketing team.
  8. 8. #SMX #13A @Karianne Did your campaign work? Ask the biggest focus group ever!
  9. 9. #SMX #13A @Karianne Listening can help drive business goals Ø Increase revenue Ø Reduce customer service calls Ø Improve products and services Ø Influence public opinion It’s good to set your KPIs and metrics for social listening before you start. What business goal you want to drive will impact what you do and how.
  10. 10. #SMX #13A @Karianne Free Tools (or really inexpensive)
  11. 11. #SMX #13A @Karianne IceRocket Icerocket by Meltwater lets you search topics across blogs, Twitter and Facebook.
  12. 12. #SMX #13A @Karianne Mention Get alerts any time certain brands or terms are stated online with Mention.
  13. 13. #SMX #13A @Karianne Twilert Twilert allows you to set up a search and receive updates as frequently as you’d like.
  14. 14. #SMX #13A @Karianne Bottlenose Sonar Solo Sonar Solo from Bottlenose Labs gives a view into what people are talking about right now and how topics are connected in conversations.
  15. 15. #SMX #13A @Karianne Google Trends Google Trends is a way to identify what is driving conversation around your brand. You can also compare your brand to your competitors.
  16. 16. #SMX #13A @Karianne Google Trends Google Trends rising queries is a great way to identify topics of interest for content marketing efforts.
  17. 17. #SMX #13A @Karianne TweetReach TweetReach is a great way to measure the effectiveness of your brand’s tweets and identify your brand’s advocates on Twitter.
  18. 18. #SMX #13A Twazzup is another tool to help you identify your brand’s advocates on Twitter. @Karianne
  19. 19. #SMX #13A @Karianne Twazzup Dig into keywords to learn more about what people are saying specifically.
  20. 20. #SMX #13A @Karianne Twitalyzer Twitalizyer is a great way to research a bit about your potential customers and brand advocates.
  21. 21. #SMX #13A @Karianne Social Mention With Social Mention you can do a quick search to see helpful information related to your topic. Especially good to see potential influencers and hashtags to highlight.
  22. 22. #SMX #13A Topsy gives a quick snapshot on your brand, competitors or topics of interest. @Karianne
  23. 23. #SMX #13A @Karianne Topsy Topsy’s trend chart shows the volume of tweets per day as well as the top tweet for that day.
  24. 24. #SMX #13A @Karianne Hootsuite Hootsuite lets you listen within the platform so you can easily monitor and respond to customers.
  25. 25. #SMX #13A @Karianne Know the context. Don’t be a creeper! 25
  26. 26. #SMX #13A @Karianne
  27. 27. #SMX #13A @Karianne Sometimes free isn’t enough Data Challenges: Ø Volume Ø Velocity Ø Variety Free is a nice price, but the cost comes in efficiency and effectiveness. As your social marketing efforts grow, you may want to invest in a better listening tool.
  28. 28. #SMX #13A @Karianne The best listening tools allow you to do more than just listen Synthesio, Sprinklr and Visible Technologies rated as leaders in The Forrester Wave report on Enterprise Listening Platforms in Q1 of 2014.
  29. 29. What criteria are important to you to help you reach your business goals? Data Quality #SMX #13A Breadth and depth of data coverage; amount of junk content and ability to get rid of it through keywording and blacklisting @Karianne Usability / UX & UI Ease of navigation and ability to see the data you want, Look of dashboards, ability to modify colors and fonts, options for branding on dashboards Setup & Customer Support Ease and speed of setup and reporting; availability of training; level of customer support Owned Channel Coverage Ability to specifically listen to conversation on owned channels like Facebook, Twitter, Google+ and others Workflow Collaboration with team, sharing data or dashboards with client Metadata Detail of data beyond the post and data that is extractable, such as link to post, location, time, number of followers and influence API Data available through the API; type of API; documentation on the API Engagement Engagement suite with features including publishing, moderation, and engagement/ workflow on social channels Sentiment Scoring technique and accuracy; ability to change sentiment scoring and dictionary, and also define which languages are scored for sentiment Value The degree to which the tool’s benefits outweigh its costs when considering capabilities, setup, flexibility, resources required to maintain, etc. What are your business goals for using social media? That should drive your evaluation of the right tool for you.
  30. 30. #SMX #13A @Karianne Know your expertise and resources Boolean search operators can be helpful to get the right results, however these types of queries take more training and experience to set up.
  31. 31. #SMX #13A @Karianne Tips for social listening Ø Have a question you want to answer Ø Know key search terms Ø Pull a sample, then adjust as needed Ø Pay attention to spikes in the volume of mentions, dig into it to the mentions to see what drove that conversation Ø Look at the word clouds to see if there is anything unusual or something you didn’t expect Ø Notice the words used to describe your products or services Ø Make sure you know the context of a post before you engage
  32. 32. #SMX #13A @Karianne 32
  33. 33. It comes back to the ROI for listening #SMX #13A @Karianne Customer support & retention Social Listening Competitive analysis Product development Content marketing Identify influencers & advocates Market research Sales support Crisis Monitor sentiment management Google Trends rising queries is a great way to identify topics of interest for content marketing efforts.
  34. 34. #SMX #13A @Karianne Thank You! @Karianne www.kariannestinson.com

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