Social Listening and Research


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Created by Gibson Patterson, Social Media Strategist at Razorfish

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Social Listening and Research

  1. 1. Social Listening &ResearchMay 10, 2013Gibson PattersonSocial Media Strategist at Razorfish@gibsonpatt
  2. 2. The three aspects of listeningMonitoringMining Measuring
  3. 3. Social Listening informs Social ActivationsSource: January 14, 2012
  4. 4. But you need a tool to do Social Listeningefficiently…
  5. 5. Some of the key vendors
  6. 6. While these tools are user-friendly, you needto speak their language…
  7. 7. Definition of Boolean Logic
  8. 8. These terms include (but are definitely notlimited to):AND – apple AND pie will retrieve all posts containing both wordsOR – apple OR pie will retrieve all posts containing either wordNOT – apple NOT pie will retrieve all posts containing the word apple unlessthey also include the word pie“exact phrase”- “apple pie” will pull back all posts talking about apple pie butnot posts discussing apples and pies separately in the same post.Wildcards - air* would yield airport, airline, airfareCompound Searches - pie AND (apple OR peach OR cherry) the search willcapture all posts that mention the word pie and at least one of the three wordsProximity – “apple pie”~5 will capture all posts that have both terms within fivewords of each otherSource: Visible Intelligence
  9. 9. And it takes practice.
  10. 10. What kind of info can you expect from sociallistening?
  11. 11. Current pop culture makes a fun case study…
  12. 12. Trending
  13. 13. Trending
  14. 14. Share of Voice/Volume
  15. 15. Word Clouds
  16. 16. But wait…there was something much moreimportant that happened that week…
  17. 17. Trending
  18. 18. Trending - Comparison
  19. 19. Share of Voice/Volume
  20. 20. Media Types
  21. 21. Sentiment?
  22. 22. Natural Language ProcessingSource: NetbaseNatural Language ProcessingI know Listerine kills germs because it hurts.Text AnalyticsI know Listerine kills germs because it hurts.Keyword SearchI know Listerine kills germs because it hurts.(brand) (positive benefit) (reason)(negative words) (negative word)(brand)(keyword) (keyword) (keyword) (keyword) (keyword) (keyword)
  23. 23. Be sure to always…
  24. 24. Put the project in writing. Having the brandsand categories you are supposed to beanalyzing upfront will save time and stress later
  25. 25. Plan ahead. Social listening is often moretime consuming than you think
  26. 26. Clean the data. Do not accept your first pass atbuilding queries or the data they pull. Beprepared to conduct constant updates
  27. 27. Own your insights. Ideally you will be the onepresenting this information and you have tofeel comfortable enough with it to defendyour conclusions, usually off the top of yourhead
  28. 28. Conduct manual research. Social listeningtools are far from perfect or even precise.While they may offer up the initial data, it isbest to supplement with other relevant info
  29. 29. Provide concise conclusions. Always focus onthe key takeaways and actionable informationfor your client, since this often the most valuablepart of social research.
  30. 30. Determine trends. Knowing the latest about abrand and/or category will help you providethe most useful conclusions and demonstratethat you are a subject matter expert
  31. 31. Questions?