Zipipop Freud Listening in Social Business M-Brain seminar

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Social media monitoring is becoming increasingly important for business: from tracking the impact of marketing campaigns; to discovering crucial questions being asked in social media, so that you can create more effective content; to being responsive when relevant discussions rise up in all media channels. This presentation outlines some key processes you need to start putting in place to ensure your listening efforts are put to best effect.

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Zipipop Freud Listening in Social Business M-Brain seminar

  1. 1. Listening in Social Business Ensure your listening efforts are put to best effect Richard von Kaufmann // co-founder // Head of Social Media M-Brain breakfast seminar — 3 December 2013
  2. 2. Who’s talking? 2013
  3. 3. Zipipop Freud — helping companies be more social We help solve business challenges using social media and communications
  4. 4. We have collaborated with:
  5. 5. A little bit of history
  6. 6. ONE TO MANY – BROADCASTING CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
  7. 7. MANY TO MANY – SOCIAL
  8. 8. DON’T SHOUT AT ME CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204 CC: http://www.flickr.com/photos/spereira/3567328982
  9. 9. TALK TO ME CC License: http://www.flickr.com/photos/gudmunda
  10. 10. This is changing the marketing landscape
  11. 11. Proactive Latent Reactive (campaigns, press releases, etc.) (people search internet for needs/desires; asking questions in social media) (reacting – particularly in social media)
  12. 12. Proactive Scheduled campaigns
  13. 13. Latent Engagement time unknown
  14. 14. “SEARCH ENGINE COMMUNICATION” Timo Nurmi 2013 Latent
  15. 15. Reactive Responding in the moment
  16. 16. A new approach is needed
  17. 17. TRADITIONAL MEDIA MIX Advertising Marketing PR
  18. 18. THE NEW MEDIA MIX Proactive Latent Reactive
  19. 19. REACTIVE GETTING BIGGER Proactive Latent Reactive
  20. 20. ITS NOT ABOUT CHANNELS…YET
  21. 21. So what can I do about it?
  22. 22. LISTEN MORE
  23. 23. START ENGAGING Listen Discover Engage
  24. 24. REASONS TO LISTEN LATENT finding questions being asked ideas source content marketing / SEO target mapping influencing discussions customer support media monitoring PROACTIVE checking campaign / PR outcomes generating discussions REACTIVE responding quickly
  25. 25. CUSTOMER SUPPORT IS MARKETING Happy customers tell a few friends. Unhappy customers tell many more.
  26. 26. REACHING OUT Customer support can be provided through existing social media channels. Listen to find out where your customers already are.
  27. 27. EASY LISTENING Free monitoring tools for tracking social media discussions
  28. 28. SMARTER LISTENING Dedicated social media monitoring tools
  29. 29. MONITORING ANALYTICS
  30. 30. SHOWS • Buzz • Share of voice • Sentiment • Channels • Influencers
  31. 31. GOALS • What are you trying to achieve? • How will you know you are being successful? http://www.flickr.com/photos/barretthall/4039775568/
  32. 32. WHO IS LISTENING? Nearly three quarters of marketing executives are actively monitoring Social Media through the use of both paid and free tools. Source: Marketers & Social Media Monitoring Survey 2011, Web Liquid
  33. 33. 2013 INSIGHTS • 47% of businesses aren’t monitoring online communities. • 24% of business that are already monitoring don’t measure the ROI of social media campaigns. • 38% only measure ‘Likes’, comments and interactions on Facebook. • 60% of businesses saying they intended to increase their monitoring efforts significantly within the next year or two. Source: Infosys 2013 infographic
  34. 34. LISTENING COMMAND CENTRE
  35. 35. The importance of listening
  36. 36. WHAT DO FRIENDS DO? • See each other as equals • Enjoy each other’s company • Try to help whenever they can • Are open and frank • Listen carefully and sincerely
  37. 37. Brand Friend: Friendship Growth Community driven Intimate Acquaintance Friendship Awareness Growth Viral
  38. 38. Brand Friend: Friendship Growth Community driven strategy l media ia soc Intimate Acquaintance Friendship Awareness Growth Viral
  39. 39. Brand Friend: monitoring Community driven Intimate Acquaintance Friendship Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration
  40. 40. Brand Friend: reacting quickly Community driven Intimate Acquaintance Friendship Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration
  41. 41. • Responded quickly • Gave direct help • Made customer happy • Customer gave service feedback • 3 people Liked the discussion
  42. 42. T-MOBILE Vs AT&T on TWITTER
  43. 43. client’s quality product / service
  44. 44. Listening / Engaging / Supporting (largely social media based) client’s quality product / service
  45. 45. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc) Listening / Engaging / Supporting (largely social media based) client’s quality product / service
  46. 46. “It’s not a campaign – it’s the start of a relationship” Jeremiah Owyang, Altimeter Group 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
  47. 47. 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
  48. 48. How to define your goals
  49. 49. WHAT IS SOCIAL MEDIA? Sharing, discussing, and interacting around content in social networks. Richard von Kaufmann 2013
  50. 50. CONTENT MARKETING 
 relevant, useful, entertaining
  51. 51. FOCUS NEEDED Available resources Everything you would like to promote Available resources
  52. 52. THEMATIC CONTENT SCHEDULE Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Entertaining (useful & funny content related to your industry) Strategic (content that is designed to influence specific perceptions or take action)
  53. 53. How do I define the strategic content?
  54. 54. ATTITUDE Brands that do particularly well in social media have a consistent “attitude”. • Filter for deciding on content • Gatekeeper for ensuring consistent tone-of-voice across many channels
  55. 55. WHAT IS ATTITUDE? The easiest way we can express our values is to demonstrate: • What are we for? • What are we against?
  56. 56. ATTITUDE = VALUES IN ACTION Rami Saarela 2013
  57. 57. Perception is everything Values + Actions = Attitude Perceptions Target X
  58. 58. Aligning values and actions Values + Perceptions Actions = Attitude Target X generates the desired perceptions
  59. 59. How can I ensure alignment?
  60. 60. Put the answers to the following questions into practice: ?
  61. 61. VALUES What are they and can you be sure all the employees believe, or can be made to believe, in them? Must not just be nice words.
  62. 62. BEST IN THE WORLD What parts of your business can you justifiably claim are delivered at the highest global/national standards. Overall marketing should be focused on these aspects.
  63. 63. TARGET GROUPS Whose important to your organization? Who has the purchase decision making power? Who influences the purchase decisions?
  64. 64. FOCUS Listen to your target groups and ask questions to find out: What’s important to them? What do they need to help them choose your brand?
  65. 65. PERSONAS & AUTHENTICITY How should your employees talk with the target groups? The persona is based on the values, but “tweaked” appropriately for different contexts. The persona is frame within which you can be yourself and authentic.
  66. 66. PERCEPTIONS What perception(s) do you wish to enhance or change in the minds of your target groups.
  67. 67. The Zipipop Freud Grids
  68. 68. INFLUENCE GRID Who is important Focus Type of relationship Attitude resellers help in sales buddy For: Agile and friendly Against: Inflexibility end-users easy to use reliable hi-tech supportive colleague For: proud of their work Against: careless work Perception to enhance great selling support will help me be top of the top
  69. 69. STRATEGIC CONTENT GRID FILLING Perceptions Friendly selling support Whole process experts Will help me be top of the top Leading and growing global company Who is important Channels Videos Posts Slideshow resellers portal (live chat) YouTube LinkedIn? Slideshare Blog series of posts various reliable points / “live” slidedeck to show kSP; expert presentations (“Live” deck showing expert in the whole process ); deck about competitors old machine stories / video about SuperSnake, etc production managers LinkedIn, Facebook, YouTube, Sldieshare series of posts various reliable points / financial benefits in the long-run “Live” deck showing expert in the whole process high-speed videos of welding arc in different processes; old machine stories end-users Facebook, YouTube series of posts various reliable points / financial benefits in the long-run;; posts about building bikes, etc; welders doing fun but highly skillful; (building nice bike) Infographics Whitepapers Facts Competiti Testimoni ons als x technologies (based on white paper), x stats globally Our experts: x extra strength steels, x technologies, x in extreme conditions specific material providing evidence oldest machines + stories users say why in posts / old machine stories “live” slide deck of facts: calculations, ROI, customer process oldest machines + stories users say why in posts / old machine stories
  70. 70. KPI GRID PERCEPTION 1 STRATEGY (high level) STRATEGIC (perception changes, awareness increase, etc) TACTICAL (mid level PERCEPTION SPECIFIC CONTENT (as defined in the Content Strategy) REACH (low level) CHANNEL (Facebook, LinkedIn, Blog, etc) Research reports: outsourced surveys, focus groups, online surveys, etc Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc General Channel Metrics: Followers, Page Likes (Fans), “Talking about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers, etc every 6-12 months daily but with formal quarterly review session daily but with formal quarterly review session
  71. 71. How can I react fast enough?
  72. 72. CATCHING THE SOCIAL WAVES http://www.mesurf.com.au/technique_beginner_greenwave.aspx http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpg The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.
  73. 73. IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative
  74. 74. F-SECURE RIDING THE NSA WAVE
  75. 75. REACTING MATRIX
  76. 76. WHAT IS A COMMUNITY MANAGER? A Community Manager guides communities towards smooth and 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
  77. 77. SOCIAL MEDIA TEAM Spread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates Marketing Sales Customer service Communications Management Team members should be enthusiastic and comfortable with using social media R&D HR
  78. 78. BEYOND MARKETING “Companies with broader benefits from social media are more likely to have a large internal ‘social circle’ with multiple functions working closely together on social media.” TCS Report Mastering Digital Feedback with Social Media October 2013
  79. 79. SOCIAL MEDIA CENTRE OF EXCELLENCE Customer Care RULES Marketing & Coms GUIDANCE DISTRIBUTION SUPPORT HR / R&D
  80. 80. Some final thoughts
  81. 81. MORE YOU PUT IN, MORE YOU GET OUT “The best consumer companies at social media on an average spend double of what the worst companies do; but the leaders are nearly four times more likely to get a positive return on their social media investment.” TCS Report Mastering Digital Feedback with Social Media October 2013
  82. 82. EXPERIMENTING Innocent Drinks Communities Manager: • Learning as we go, and willingness to admit to cock ups. • Experimenting with ideas and find what the right mix of content is. http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
  83. 83. PLAN – DO – REVIEW
  84. 84. Richard von Kaufmann Co-founder & Partner Head of Social Media & Collaboration Tel. +358 45 11 222 73 Email: richard@zipipopfreud.fi www.zipipopfreud.fi facebook.com/zipipop linkedin.com/company/zipipop slideshare.net/zipipop sosiaalinenmedia.com

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