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What I've Learnt from Social Media Listening

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I uncover some of the techniques used to understand audiences through social media listening and measuring, how it can inform social, business and marketing strategy, hone social media activity and work to improve brand perception. As part of the presentation he'll also look at various brands and case studies to identify real world examples.

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What I've Learnt from Social Media Listening

  1. 1. WHAT I'VE LEARNT FROM SOCIAL MEDIA LISTENING
  2. 2. @brandjoe
  3. 3. Drivers for examining Social Data: New insight, Targeted Marketing Activity, Better planning & decision making, Competitive advantage and NPD or NSD A framework to future questions
  4. 4. DRIVING POSITIVE CONSUMER ACTIONS RICH DATA GIVES US BETTER CUSTOMER INTELLIGENCE TO DIRECT ACTIVITY CONSIDER EVALUATE CUSTOMER DERIVES MAXIMUM VALUE FROM THE BRAND THE LOYALTY LOOP BOND ADVOCATE ENJOY BUY BRAND DERIVES MAXIMUM VALUE FROM THE CUSTOMER
  5. 5. “ Your brand is what people say about you when you’re not in the room” Jeff Bezos, Founder of Amazon
  6. 6. Metrics Innovation & Optimisatio n Content Relationship s Social CRM LISTENING Social Business Content Metrics Paid Media
  7. 7. HOW IT WORKS Listening programs are developed to derive insight that will inform business and marketing strategy Conversations occur over social platforms Social data aggregators Listening and analytics platforms structure unstructured data
  8. 8. LISTENING Who Demographics Attitudes Triggers Pain Points Hot Topics Where Influencers When (and who to recruit) What Competition Is already working Share of the conversation
  9. 9. SOCIAL MEDIA MEASURES Measurement Awareness Engagement Response Advocacy How many accounts content reached Number of new fans/followers Number of registrations Number of RTs How many impressions across the reached accounts Number of comments Number of Sales Number of earned conversations Share of Voice Number of conversations Number of Requests Sharethis/addthis metrics Number of Views/Visits Number of coupons downloaded Sentiment Number of submissions Number of clicks Effectiveness Cost per Impression Cost per unique visitor Cost per engagement Cost per follower Cost per lead or Sale Retention rates Cost per sales/ lead Average purchase cost Cost per referral
  10. 10. SOCIAL MEDIA LISTENING Campaign and NPD tracking Alerts & News Jacking Sentiment tracking & breakdowns Influencer and detractor mapping Optimisation Audience & Competitor deep dives
  11. 11. UNDERSTANDING CONTENT EFFECTIVENESS
  12. 12. TOP SHARED PAGES AFTER THE HOMEPAGE 616 132 109 593 261
  13. 13. CONVERSATIONS HOT TOPICS Interest in the equipment not as important as participation Audience discussing their participation and active interest in the sport Passion for the sport
  14. 14. BUILDING OUT CONTENT Creating great stories through audience focused content Low Frequency High Value Staff Pro Engagement Company Events Campaign activity Company News & PR (product launches) User generated and curated content Golf and Tour, News and Tips Consistent branding and comms across multiple channels High Frequency Low value
  15. 15. Social optimization SOCIAL OPTIMISATION
  16. 16. SOCIAL NETWORK PERFORMANCE Google + seems to be to be performing as well as Twitter 100000 90000 Total Shares on Site 80000 70000 Toyota 60000 Vauxhall Fiat 50000 Kia 40000 Ford 30000 vw 20000 renault 10000 0 Facebook Twitter Google Plus Linkedin Pinterest Delicious stumble upon
  17. 17. BRAND SOCIAL PERFORMANCE Huge sharing on Facebook, skews results 70000 Total Shares on Site 60000 50000 stumble upon Delicious 40000 Pinterest Linkedin 30000 Google Plus Twitter 20000 Facebook 10000 0 renault vw Ford Kia Fiat Vauxhall Toyota
  18. 18. WITHOUT FIAT & VAUXHALL 5000 4500 Total Shares on Site 4000 stumble upon 3500 Delicious 3000 Pinterest 2500 Linkedin 2000 Google Plus 1500 Twitter 1000 Facebook 500 0 renault vw Ford Kia Toyota
  19. 19. ENGAGING YOUR AUDIENCE
  20. 20. WHERE THEY ARE @brandjoe Social conversations
  21. 21. News jacking NEWS JACKING
  22. 22. LIFE OF A NEW STORY
  23. 23. SIGNALS
  24. 24. OLD NEWS • Social Media Control Centre – Listeners – Creative – Decision makers • Real-time advertising • PR coverage • More coverage than million dollar ad spots
  25. 25. ANOTHER EXAMPLE • Remember a few days ago when you couldn't turn on your television without hearing about everyone's favorite Canadian pop star? As one CNN anchor put it, "the most important story of the week". • Reached over 14,000 likes, nearly 12,000 shares and just shy of 700 comments. For reference, the average across the last 3 visual posts by Norton would be 38 likes, 3 shares and 1 comment.
  26. 26. INFLUENCERS & DETRACTORS
  27. 27. SCORING SOCIAL SCORE • • • • Reach Reputation Credibility Broadcasting SOCIAL REALITY • • • • Trust Commitment Expertise Relevancy
  28. 28. INFLUENCERS
  29. 29. DETRACTORS
  30. 30. BLOGGER OUTREACH
  31. 31. SEGMENTATION Need content Company news Personal branding by association Winning Want to be influential Doing their day job Support from Callaway Avid golfers Improving their handicap Socialising R&D Publicity Winning Sales Golf Authentic Promotion of business Membership Product Launches Golf Tours Staff Pro’s Joys of the game Staff Pro news
  32. 32. SENTIMENT
  33. 33. SENTIMENT
  34. 34. PRODUCT LAUNCH
  35. 35. PINGIT
  36. 36. BATTLE OF THE BRANDS
  37. 37. FAN GROWTH
  38. 38. RESPONSE RATES
  39. 39. THEY DON’T NEED TO
  40. 40. WHEN TO ENGAGE
  41. 41. FACEBOOK
  42. 42. SOCIAL CONVERSATIONS
  43. 43. SUBSCRIBERS 10,333,000 Sky Q3 2012 3,795,500 Virgin Q4 2012
  44. 44. PAY TV COMPLAINTS
  45. 45. WHO WOULD YOU CHOOSE?
  46. 46. TOOLS

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