The Importance of Listening

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How to make better use of data you collect via social media monitoring.

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The Importance of Listening

  1. 1. The importance of listening25 April 2013 // Richard von Kaufmann // Co-founder // Head of Social Mediafacebook.com/zipipop linkedin.com/company/zipipop
  2. 2. We help companies integrate social media andtechnologies to support their business strategies.Zipipop is the social mediacompany in Finlandmore loyal clientsbetter customer supportimproved business collaborationbetter employee motivation and recruitment
  3. 3. Why do I have to listen?
  4. 4. Open conversations
  5. 5. Customers are becoming more socialThere are now 3 types of customers:• traditional• online• social“[Social customers] require a different level of engagement. They’reconnected. They’re influential.” Brian Solis, Altimeter Group
  6. 6. Just how influential are thesesocial customers?
  7. 7. salesforce.com, 2011
  8. 8. • Use social networksWhat do social customers do?
  9. 9. • Use social networks• Buy more onlineWhat do social customers do?
  10. 10. • Use social networks• Buy more online• Provide more feedbackWhat do social customers do?
  11. 11. • Use social networks• Buy more online• Provide more feedback• Read and create product reviewsWhat do social customers do?
  12. 12. • Use social networks• Buy more online• Provide more feedback• Read and create product reviews• Trust in advice given by people onlineWhat do social customers do?
  13. 13. • Use social networks• Buy more online• Provide more feedback• Read and create product reviews• Trust in advice given by people online• Like to connect with like-minded peopleWhat do social customers do?
  14. 14. • Use social networks• Buy more online• Provide more feedback• Read and create product reviews• Trust in advice given by people online• Like to connect with like-minded people• Expect better customer support =What do social customers do?
  15. 15. Customer support is marketingHappy customers tell a few friends.Unhappy customers tell many more.
  16. 16. It’s no longer a monologue
  17. 17. So what can I do about it?
  18. 18. listen more
  19. 19. Start engagingListen EngageDiscover
  20. 20. Who is listening?Nearly three quarters of marketing executivesare actively monitoring Social Media through theuse of both paid and free tools.Source: Marketers & Social Media Monitoring Survey 2011, Web Liquid
  21. 21. Social Media Listening Command Centre
  22. 22. Listening & Finding• Buzz• Share of voice• Sentiment• Channels• Influencers
  23. 23. InfluencingGo to where you communities hangoutand start commenting and generatingyour own discussions.
  24. 24. Reaching outCustomer support can be provided throughexisting social media services.Go to where your customers already are.
  25. 25. client’s quality product / service
  26. 26. Listening / Engaging / Supporting (largely social media based)client’s quality product / service
  27. 27. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)Listening / Engaging / Supporting (largely social media based)client’s quality product / service
  28. 28. Marketing (initial awareness:press, TV, digital, etc)Social conversations (influencing)Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)Listening / Engaging / Supporting (largely social media based)client’s quality product / service“It’s not a campaign – it’s thestart of a relationship” Jeremiah Owyang, Altimeter Group
  29. 29. Community Fans (users promoting in social media)Marketing (initial awareness:press, TV, digital, etc)Social conversations (influencing)Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)Listening / Engaging / Supporting (largely social media based)client’s quality product / service
  30. 30. Other listening benefits:• Real-time monitoring to improve both crisis communicationsand building upon positive developments• More understanding of your customers• Better customer support• A source of new ideas• Can be used to help measuring effectiveness of campaigns
  31. 31. Building the engagement layer• Social media monitoring (start listening)• Social media strategy (based on business objectives)• Social media guidelines (to get the team going, and set the culture for othersto follow)• Community Manager (coordinating social media team)• Social media team (empowered employees from across the organization)• Response process (notifying the right “expert” employees to respond quickly)
  32. 32. Coordinating social media activitySeparatecollaborationspace /website tocoordinate allactivityScheduleGuidelinesContact listSeparatespace whereadmins canshare anddiscusspotentialcontentAccess tomore than onecommunityMonitoringOverall Account specific
  33. 33. What is a Community Manager?A Community Manager guidescommunities towards smoothand effective collaboration.http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
  34. 34. Community Manager rolesMotivator JudgeEvangelistEncouragesparticipationTakes care of releaseschedulesKeeps discussionsgoing smoothlyChairSolves disputesContent ManagerOrganizes the content
  35. 35. Social media teamSpread and speed up the workload by involving experts from different departments —authentic knowledgable employees can be your best advocatesMarketingHRCustomer serviceCommunicationsR&DManagementSales Team members should be enthusiastic andcomfortable with using social media
  36. 36. Catching the waveColm Walsh @2006 Creative Commons http://www.flickr.com/photos/colmsurf/144455160/Social media teams need to be ready to catch the waves of positive publicity.
  37. 37. Improvisation — reacting in the moment
  38. 38. Online Engagement AcademyTrain up and empower 90-100 semi-active contributors.About 10% will be selected as Online Brand AmbassadorsThere will be two kinds of workshops:• Social Media Kickstart• Overview of social media potential and benefits• Inspiring employees to create content• Social Media Channels• What are their unique strengths• Suitable content for each channel (i.e. content ofneeds to be adapted for the different contexts.
  39. 39. Brand Friend: friendship growthAwarenessAcquaintanceFriendshipIntimateViralGrowthCommunity driven
  40. 40. Brand Friend: friendship growthAwarenessAcquaintanceFriendshipIntimateViralGrowthCommunity drivensocial media strategy
  41. 41. Brand Friend: listeningAwarenessAcquaintanceFriendshipIntimateUnawareAngerIndifferenceViralGrowth DeteriorationCommunity drivenAvoidance
  42. 42. Brand Friend: reacting quicklyAwarenessAcquaintanceFriendshipIntimateUnawareAngerIndifferenceViralGrowth DeteriorationCommunity drivenAvoidance
  43. 43. salesforce.com, 2011
  44. 44. And now for some examples ofeffective online engagement
  45. 45. Juha Mattila – Social media specialistOver 60,000 fans in Shadow Election communities around the world
  46. 46. Case-esimerkkejä sosiaalisenmedian seurannasta jahyödyntämisestä käytännössä
  47. 47. 1. POSTININJA(reaktiivinen engagement)
  48. 48. POSTAUS
  49. 49. TROLLI- tuhansia tykkäyksiä- satoja kommentteja
  50. 50. MEDIAKOHINAA
  51. 51. VASTINE LEHDISTÖTIEDOTTEINEEN
  52. 52. YOUTUBE-VIDEO
  53. 53. KÄÄNTÄMINENVOITOKSI
  54. 54. 2. MEGAMÄTTÖ(proaktiivinen engagement)
  55. 55. Heikki “Hese” Salmela on aina perustanut toimintansalukuihinHesburger on nykyään Suomen suurin pikaravintolaketju.Hesburger haluaa olla “Suomen paras Facebook brändi”.
  56. 56. Tilasto Social Bakers 24.4.2013
  57. 57. Ideana crowdsoursata suosituin hampurilainen.Kampanja toi 63 000 uutta tykkääjääja palkittiin parhaana sosiaalista mediaa hyödyntävänä sovelluksena.
  58. 58. 3. Dear Richard(reactive engagement)
  59. 59. http://www.youtube.com/watch?v=Bpy75q2DDow
  60. 60. Thanks!Richard von Kaufmann & Juha MattilaTel. +358 45 11 222 73Email: richard@zipipop.comwww.zipipop.comfacebook.com/zipipop linkedin.com/company/zipipopslideshare.net/zipipop sosiaalinenmedia.com

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