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SOCIAL MEDIA LISTENING: 
How to gain knowledge 
not just data 
Cassandra Krause 
Digimind: Hall 6 / F012 
@digimind_de | @...
What is Social Media Listening?
User Counts 
in 2014 
• Facebook: Over 1.15 billion 
• Google+: Over 1 billion 
• Twitter: Over 550 million 
registered/ 2...
GOOD TO KNOW 
• 72% of all internet users are now 
active on social media 
• 71% of users access social media 
from a mobi...
SOCIAL 
MEDIA 
MARKETING 
• Social media marketing budgets 
will double over the next five 
years 
• More than 50% of mark...
Why companies shouldn’t 
ignore social media data
Consumers want to 
see the human side 
of your brand 
42% of consumers complaining on social media expect a 
60 min. respo...
Manual data collection for market 
research can now simply be 
gathered online, saving you time 
and effort.
The human component 
is key: data becomes 
knowledge when a person 
looks at it and interprets it 
DATA → KNOWLEDGE
FIND DATA 
Use a tool that gathers 
and sorts data for you.
ANALYSE YOUR DATA 
Ask real questions using the 5 Ws: 
What, When, Where, Who and How
Use drill-down features of your tool 
to see what lies behind mentions: 
don’t be afraid of qualitative 
analysis – you ar...
Extract meaningful data from word clouds 
• Reviews of you vs. competitors 
• Popular product features 
• Highly shared co...
Analyze your number of mentions and reach with 
respect to: 
• Tags/subcategories 
• Marketing campaigns 
• Product launch...
• Identify which channels have the most mentions 
and the largest reach (impact) 
• Evaluate your social media strategy ba...
Who are your key influencers (+/-) for each channel, 
and how could you find opportunities to work with 
them?
• Never expect sentiment analysis to be 100% accurate – 
even manual analysis. 
• Choose a tool that allows you flexibilit...
Benchmarking 
Too much data, not enough insights? Drill down with user-defined tags.
COMMON CHALLENGES 
“I am too busy with other social media tasks” 
“My bosses/coworkers don’t value social 
media monitorin...
“Nobody reads my reports”
Take action! 
‣ Communicate with various departments to see how 
they can profit from your analysis 
‣ Develop and regular...
Start a free trial
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How to gain knowledge not just data | dmexco

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Take action!
Communicate with various departments to see how they can profit from your analysis
Develop and regularly assess your content and engagement strategies based on the buzz you are observing
Keep your colleagues and decision makers in the loop – data becomes meaningful knowledge when people interact with it

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How to gain knowledge not just data | dmexco

  1. 1. SOCIAL MEDIA LISTENING: How to gain knowledge not just data Cassandra Krause Digimind: Hall 6 / F012 @digimind_de | @digimindci
  2. 2. What is Social Media Listening?
  3. 3. User Counts in 2014 • Facebook: Over 1.15 billion • Google+: Over 1 billion • Twitter: Over 550 million registered/ 215 million monthly active users • Pinterest: 20 million active monthly users • Instagram: 150 million active monthly users Quick Stats on Social Media Data (Source: Jeff Bullas)
  4. 4. GOOD TO KNOW • 72% of all internet users are now active on social media • 71% of users access social media from a mobile device • 47% of Americans say Facebook is their #1 influencer of purchases
  5. 5. SOCIAL MEDIA MARKETING • Social media marketing budgets will double over the next five years • More than 50% of marketers found customers on Facebook • More than 40% of marketers found customers on LinkedIn
  6. 6. Why companies shouldn’t ignore social media data
  7. 7. Consumers want to see the human side of your brand 42% of consumers complaining on social media expect a 60 min. response time AND 57% expect the same response time at night and on weekends (Jay Baer)
  8. 8. Manual data collection for market research can now simply be gathered online, saving you time and effort.
  9. 9. The human component is key: data becomes knowledge when a person looks at it and interprets it DATA → KNOWLEDGE
  10. 10. FIND DATA Use a tool that gathers and sorts data for you.
  11. 11. ANALYSE YOUR DATA Ask real questions using the 5 Ws: What, When, Where, Who and How
  12. 12. Use drill-down features of your tool to see what lies behind mentions: don’t be afraid of qualitative analysis – you are the expert!
  13. 13. Extract meaningful data from word clouds • Reviews of you vs. competitors • Popular product features • Highly shared content • Ideas for your future content
  14. 14. Analyze your number of mentions and reach with respect to: • Tags/subcategories • Marketing campaigns • Product launches • Trade shows/conferences/events • Viral content • Crisis management
  15. 15. • Identify which channels have the most mentions and the largest reach (impact) • Evaluate your social media strategy based on geographic location
  16. 16. Who are your key influencers (+/-) for each channel, and how could you find opportunities to work with them?
  17. 17. • Never expect sentiment analysis to be 100% accurate – even manual analysis. • Choose a tool that allows you flexibility to adjust the sentiment tagging. • Benchmark sentiment between competitors, countries, channels, etc. to maintain a balanced perspective
  18. 18. Benchmarking Too much data, not enough insights? Drill down with user-defined tags.
  19. 19. COMMON CHALLENGES “I am too busy with other social media tasks” “My bosses/coworkers don’t value social media monitoring”
  20. 20. “Nobody reads my reports”
  21. 21. Take action! ‣ Communicate with various departments to see how they can profit from your analysis ‣ Develop and regularly assess your content and engagement strategies based on the buzz you are observing ‣ Keep your colleagues and decision makers in the loop – data becomes meaningful knowledge when people interact with it
  22. 22. Start a free trial

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