Powerful Relationship   Building through  Listening & Action           Charlie Lee    COO – TechlightenmentCharlie.lee@tec...
The Rise and Evolution of Social Media Monitoring Social Media Monitoring has seen huge changes in the last few years as S...
3
Why Companies Need to be Listening5 key reasons to listen:1. Unprompted conversations by real consumer provides   valuable...
“The rise of social media is changingconsumer behavior and expectations, with aknock-on effect on research. ‘The morepeopl...
Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…1. Choose a mo...
Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…3. Engage in t...
8
Next StepsOnce you have the basics, it’s time to develop your social media strategy…5. Augment your quantitative approach ...
The Next GenerationSocial Buzz Analysis                           Community BenchmarkingSocial media analysts and         ...
Social Buzz Analysis – More than Just “How Many?”Rather than conventional social media monitoring, carry out social buzz a...
Social Buzz Analysis – So What? Who Cares?- Companies need to be aware of what people are saying about  their brand. Why? ...
Community Benchmarking – Keeping up w/ the Jones?When building your presence on social media, it is vital to know how your...
Community Benchmarking – So What? Who Cares?- Companies should know how your communities are  performing in relation to co...
Influencer and Conversation Mapping – A Picture Is Worth...  In addition to Social Buzz Analysis, in-depth influencer and ...
Influencer & Conversation Mapping– So What? Who Cares?- Companies should identify who is influencing the conversation  on ...
Audience Archetypes – Turn Insights into Action Go beyond the conversations about your brand on social media, segment cons...
18
Audience Archetypes – So What? Who Cares?- Companies need to know who their consumers are  on social media. Why?   - Under...
Social Research Platform – Don’t Just Listen, ASK!Ask questions on Facebook via a social survey, and build a profile of th...
Social Research Platform: Understanding the likes of youraudience          % Audience                Demographics         ...
22
Social Research Platform– So What? Who Cares?- Companies can ask their Facebook audience questions about their  brand/ ind...
What to do with good or bad news? Good news                                             Bad news You have a high % of posi...
Good/ bad social media responses                                                                Nestle        Starbucks   ...
Techlightenment, a part of Experian Charlie Lee Charlie.lee@techlightenment.com @charliemlee 949.683.7040                 ...
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Experian Techlightenment - Social Media Masters Summit Presentation Featuring Charlie Lee lee social media masters summit presentation

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Charlie Lee, COO, Experian Techlightenment discusses the importance of social media monitoring and how to successfully engage with consumers

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  • http://www.tnooz.com/2011/05/23/news/the-rise-of-social-media-and-customer-monitoring-in-travel/
  • Techlightenment takes a boutique approach to social media monitoring, with a more analytical, “qualitative” view of social media, rather than focusing solely on numbers of mentions/ posts/ Tweets.
  • .
  • Experian Techlightenment - Social Media Masters Summit Presentation Featuring Charlie Lee lee social media masters summit presentation

    1. 1. Powerful Relationship Building through Listening & Action Charlie Lee COO – TechlightenmentCharlie.lee@techlightenment.com @charliemlee @techlightenment 1
    2. 2. The Rise and Evolution of Social Media Monitoring Social Media Monitoring has seen huge changes in the last few years as Social Media has evolved. Today, Monitoring is heading towards more custom qualitative analysis to inform brand strategies and segment consumers. 2005 2007 2009 2011 Improvements to social media More human/ Social Media monitoring tools. qualitative monitoring toolsSearch articles/ More accurate analysis - evolve withblogs for related automated cluster analysis, basic automated keywords e.g. sentiment and informing sentiment e.g. Google News dashboards strategy, ScoutLabs/ developing. consumer Radian 6 Quantitative, brand segmentation focus 2
    3. 3. 3
    4. 4. Why Companies Need to be Listening5 key reasons to listen:1. Unprompted conversations by real consumer provides valuable insights2. Measure yourself against competitors3. Understand your audience: what are people saying & what interests them4. Negative sentiment/ complaints: customer service, crisis management5. Where the conversations are taking place & how you can engage/ get involved 4
    5. 5. “The rise of social media is changingconsumer behavior and expectations, with aknock-on effect on research. ‘The morepeople see two-way engagement and beingable to interact with people all over theworld, I think the less they want to beinvolved in structured research’.”Proctor & Gamble 5
    6. 6. Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…1. Choose a monitoring tool/ serviceThere are various free and paid-for tools on the market, and theyvary in capability depending on coverage and price2. Track mentions of your brandUsing one of the monitoring tools, track mentions of your brand onsocial media. Pay specific attention to negative sentiment and where itis occurring. Benchmark yourself against your competitors. 6
    7. 7. Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…3. Engage in the conversationCreate communities on Twitter and Facebook, and usethem to encourage advocates, answer questions, and dealwith complaints.4. Create a strategy for social media engagementBefore you can grow levels of engagement on socialmedia, guidelines need to be put in place to ensureengagement remains effective. 7
    8. 8. 8
    9. 9. Next StepsOnce you have the basics, it’s time to develop your social media strategy…5. Augment your quantitative approach of counting posts/ tweets with a more analytical, qualitative approachThrough moving away from simply counting posts/ tweets, it ispossible to use social media monitoring as a tool for informingbusiness decisions.6. Use insights from social media monitoring to inform strategyIt is possible to understand your consumer and what is important tothem through listening and engaging on social media. Use consumers’comments to help inform content strategy, new product developmentand messaging. 9
    10. 10. The Next GenerationSocial Buzz Analysis Community BenchmarkingSocial media analysts and Our Social Brand Index measuressociologists mine and analyse social size, growth and engagementconversations – complementing all against 100s of brands’ presencequantitative analysis with across Facebook, Twitter andqualitative assessments and YouTube.interpretation.Influencer & Conversation Mapping Audience ArchetypesTechlightenment analyses Facebook, Using a combination of socialTwitter and forums using proprietary ethnographic research alongsidetools to identify conversation clusters digital and offline analysis,and map key influencers; revealing Techlightenment develops richhow users are connected on social profiles of your core and prospectivemedia. audience archetypes. 10
    11. 11. Social Buzz Analysis – More than Just “How Many?”Rather than conventional social media monitoring, carry out social buzz analysis– looking at how conversations on social media affect your brand, and how youare performing in relation to competitors.-Focus on trends/ the story behind the numbers, rather than fire-hose approach-Benchmark yourself against competitors-Human analysis of sentiment and topics: what do people think & what interests them most about your brand?-Recommendations on how to improve your online presence; inform strategy/ focus for products and services Example Buzz Analysis Report 11
    12. 12. Social Buzz Analysis – So What? Who Cares?- Companies need to be aware of what people are saying about their brand. Why? - Customer service – listen and respond to your consumers - Understand real-time consumer preferences, sentiment and intentions - Joining the conversation in the right places can bring more credibility to your brand- Companies need to understand what interests customers, advocates and detractors to figure out what the market actually needs- Taking a step back and viewing the conversations on social media as a whole, can often highlight more strategic opportunities to make improvements and gain insights 12
    13. 13. Community Benchmarking – Keeping up w/ the Jones?When building your presence on social media, it is vital to know how your communitiesare performing against the industry and competitor benchmarks. Facebook Fan Page Benchmarking vs. Custom brand index 13
    14. 14. Community Benchmarking – So What? Who Cares?- Companies should know how your communities are performing in relation to competitors/ their industry. Why? - If your community is performing below your industry average, changes need to be made to improve - Find out what are your competitors are doing well- Measure the size, growth and engagement of your communities to help optimise your social media presence- Many social media metrics are meaningless without industry and sector-wide benchmarks 14
    15. 15. Influencer and Conversation Mapping – A Picture Is Worth... In addition to Social Buzz Analysis, in-depth influencer and conversation mapping provides a strong visual of the conversation. This custom approach for Twitter, Facebook and forums helps to understand how conversation about your brand flows through social media, and who is influencing the conversation. Current period Historic data Week of Weeks Questions Page<>Fan Persist- first since lastUser Name Activity Popularity Asked Interactions Weekly Activity ence Activity Activity Paul Smiley 18 0.2 2 1 0.3 16 10 Wael Farouk Ahmed 16 0.2 0 1 0.6 11 8 Anthony Phoenix Burke 14 0.4 0 1 0.3 21 4 Brian Fernandes 14 0.4 0 0 0.9 11 2 Krzysztof Chmiel 13 1.0 0 0 0.1 25 3 Ashkor Hussain 13 0.6 2 0 0.6 25 2 Wil Claveria 13 0.2 1 0 0.8 15 0 Nadia Bennett 13 0.2 0 1 0.4 26 7 Calvin How 12 0.6 4 1 0.5 25 5 Karl Klemm 12 0.5 0 0 0.8 16 1 15
    16. 16. Influencer & Conversation Mapping– So What? Who Cares?- Companies should identify who is influencing the conversation on different social networks in order to listen/ engage- Are they advocates or detractors? Influential advocates can really help to promote a brand online, whereas influential detractors can be extremely detrimental to the brand- Find out how conversation flows through Twitter. The dissemination of information is vital in ensuring an effective online presence- Identify key conversation sources/ threads, and understand what creates a lasting impact- Identify keywords which resonate best with your audience, which can help inform content, messaging or targeting 16
    17. 17. Audience Archetypes – Turn Insights into Action Go beyond the conversations about your brand on social media, segment consumers in your industry; to better identify your current and prospective consumers and how you can reach/ engage with them. Social Listening; Facebook Stimulus Testing; Social Survey Research + Digital Behavior; Offline Research; Socio-Demographics 17
    18. 18. 18
    19. 19. Audience Archetypes – So What? Who Cares?- Companies need to know who their consumers are on social media. Why? - Understand your consumers’ needs in order to make yourself more relevant to your customers - Inform content strategy, targeting/ messaging, new product development and more- Identify prospective consumers and how you can reach them- Ultimately increase brand awareness and sales 19
    20. 20. Social Research Platform – Don’t Just Listen, ASK!Ask questions on Facebook via a social survey, and build a profile of the gender, age,likes, interests, locations (and many more attributes) of different poll respondentgroups. 20
    21. 21. Social Research Platform: Understanding the likes of youraudience % Audience Demographics Popularity of the Like Indexing vs. Facebook Like & Category Ave. Understand Likes for your Total Panel / Audience AND by Answer Group or any other variable 21
    22. 22. 22
    23. 23. Social Research Platform– So What? Who Cares?- Companies can ask their Facebook audience questions about their brand/ industry, a previously untapped source of segmentation data- Through users’ profile data, it is possible to build up a profile of the types of people who answer certain questions. Why? - Gain a deeper understanding into your consumers in terms of their gender, age, likes, interests, locations and much more - Understand and compare how different consumer groups respond to different questions- Hypotheses can be tested using Facebook Ad Stimulus testing- Feeds Facebook advertising parameters directly- Identify co-branding and cross-media Advertising opportunities 23
    24. 24. What to do with good or bad news? Good news Bad news You have a high % of positive sentiment, You have a high % of negative sentiment loyal brand advocates and plenty of and few brand advocates. conversation. DO: DO:  Respond to questions or complaints about  Engage with and encourage your audience your brand. Apologise if necessary through positive responses  Reassure consumers. Be sympathetic,  Answer any questions understanding, thankful and polite  Use your existing community to try and build  Try to be proactive and helpful – the your presence online consumers will appreciate good customer service DON’T: DON’T: ˣ Patronise your consumers ˣ Overreact/ try to have posts removed ˣ Overreact to a negative post – your positive community will probably deal with it. ˣ Ignore your consumers ˣ Patronise or argue with your consumers 24
    25. 25. Good/ bad social media responses Nestle Starbucks Greenpeace attacked Nestle first on YouTube andStarbucks have created a strong online then on its FB page about the source of its palm oil.community on Facebook and Twitter through Nestle handled this badly, mostly because it waslistening, responding in real time and asking caught off guard by the viral nature of socialtheir consumers what they want. media. Nestle tried to have the YouTube video 25,783,160 fans removed, so protests moved to FB 1,776,575 followers Nestle threatened to delete comments left by individuals, which only adds fuel to the fire Nestle responds rudely to protesters on their Facebook page: Finally… 25
    26. 26. Techlightenment, a part of Experian Charlie Lee Charlie.lee@techlightenment.com @charliemlee 949.683.7040 26

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