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Social Media Listening


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Presentation at the North Ayrshire Council e-Biz Conference, 10th Nov. 2011

Published in: Business, News & Politics
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Social Media Listening

  1. 1. ENERGISE2-0.COMSocial MediaListeningDr Jim HamillAlan StevensonVincent
  2. 2. Social Media: The State of PlayWhere are we with socialmedia?What progress has beenmade? Where are we going? ENERGISE2-0.COM
  3. 3. What road are we on? ENERGISE2-0.COM
  4. 4. Our View on Progress MadeInterest and enthusiasm has grown rapidlyChannels are being set upBut lack of strategic planning leads toproblems down the line - resourcing,content, customers, performancemeasurement, business impact and ROIA broadcast mentality prevails……. ENERGISE2-0.COM
  5. 5. Is there something fundamentallywrong with our approach to Social Media in Scotland? ENERGISE2-0.COM
  6. 6. Something Wrong…..Are we using social media as just another PR/marketingchannel for broadcasting messages AT customers tellingthem how good we are?Is anyone listeninganymore?Have the rules of businesschanged? ENERGISE2-0.COM
  7. 7. Be SocialNew ‘mindsets’ arerequired to be successful insocial media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
  8. 8. Be ‘Customer Led’Talking WITH rather thanAT your customers is thecore foundation of asuccessful social mediastrategyThe basis of a goodconversation isto listen first ENERGISE2-0.COM
  9. 9. The Five Key Things toRemember about Social Media ENERGISE2-0.COM
  10. 10. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ InternetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  11. 11. 2. It’s SocialMarketing as aconversation;two-way dialogueConversations are alreadytaking place on the cloudrelevant to your business –are you listening? ENERGISE2-0.COM
  12. 12. 3. Power ShiftSocial media empowerscustomers, empowers thenetwork We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  13. 13. ENERGISE2-0.COM
  14. 14. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  15. 15. 5. The End of Business as UsualNew ‘mindsets’, new businessapproaches and new performancemeasures are requiredNOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are not verygood at doing. We prefer tellingpeople how good we are ENERGISE2-0.COM
  16. 16. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  17. 17. ‘Getting There’ ENERGISE2-0.COM
  18. 18. Avoiding the Road toNowhereListen first then…… ‘Social Media Planning Pays’ ENERGISE2-0.COM
  19. 19. ENERGISE2-0.COMGet Ready to Listen 
  20. 20. Why Listen?Social Media is aconversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  21. 21. Social Media Listening ENERGISE2-0.COM
  22. 22. Social Media Listening Collect Search and Relevance Filters Platforms and Channels Process Events assigned to the Social Graph Categorisation and Tagging Analyse Mention Volume and Importance Demographics and Timing Sentiment and Emotion Actionable InsightsSource: Energise2-0 ENERGISE2-0.COM
  23. 23. 5 Key Steps to Effective Social Media ListeningBut first the Business Benefits ENERGISE2-0.COM
  24. 24. Business BenefitsListening provides business benefits: – Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects. Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation issues. – Improved Sales and Marketing. New prospects, customer and market opportunities. – Improved Performance Monitoring. Support a 6Is approach. ENERGISE2-0.COM
  25. 25. 1. What• What conversations do we need to monitor? – Our own brand – Product, industry, sector – Competitors – Customer segments – Geography/Location • Local • Regional • National • International ENERGISE2-0.COM
  26. 26. 2. Where• Where are the relevant conversations taking place?• What tools are available to help? ENERGISE2-0.COM
  27. 27. Tools are available to help• No or low cost tools such as… – Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat• More expensive and sophisticated tools such as… – Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and Meltwater Buzz ENERGISE2-0.COM
  28. 28. Tools are available to help ENERGISE2-0.COM
  29. 29. Tools are available to help ENERGISE2-0.COM
  30. 30. 3. Set Up your Listening System• Set up a customised Social Media Listening System to deliver: – the right information – to the right people – at the right time – in the right format• But remember… – Think strategically ENERGISE2-0.COM
  31. 31. 4. Ask - So What?• Information is not knowledge• What are the results telling us?• Analyse and develop ‘Actionable Insights’• Is this… – Something I should share with others? – A reputation issue? – A sales opportunity? – A new network contact or potential influencer? – An indication of where we should develop? – A bell-weather on how we are doing? – An indication of what our customers are feeling? ENERGISE2-0.COM
  32. 32. 5. Consider your Response• And finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan ENERGISE2-0.COM
  33. 33. Social MediaPlanning Pays ENERGISE2-0.COM
  34. 34. Social Media Strategy and Action Plans• Use a simplified Balanced Scorecard approach to social media strategy development and implementation• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ENERGISE2-0.COM
  35. 35. Develop a Strategy• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• What are the key actions and initiatives you need to take?• Organisation, resource and people issues ENERGISE2-0.COM
  36. 36. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
  37. 37. Potential Business Benefits of Social Media ENERGISE2-0.COM
  38. 38. Potential Business Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
  39. 39. ‘Be Customer Led’ ENERGISE2-0.COM
  40. 40. Be Customer Led• Who are our customers, community, tribe?• Where do they hang out in social media?• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
  41. 41. ENERGISE2-0.COM
  42. 42. Thank You Talk with ENERGISE2-0.COM
  43. 43. A note onInbound Marketing ENERGISE2-0.COM
  44. 44. Inbound Marketing Spread your content as widely as possible to get found Pull people to your web site, blog etc Flood your ‘funnel’ with suspects Analyse and Convert ENERGISE2-0.COM
  45. 45. Inbound Marketing ENERGISE2-0.COM
  46. 46. Inbound Marketing ENERGISE2-0.COM
  47. 47. What’s wrong with this approach? ENERGISE2-0.COM
  48. 48. Drowning in an Sea of Noise ENERGISE2-0.COM
  49. 49. Our Response ENERGISE2-0.COM
  50. 50. The Customer ManifestoWe are not sales suspects,prospects or leads. We do notwant to be convertedWe are no longer an ‘audience’We are people. In fact,‘We Are The People’We are your customers andwe are King! Social mediaempowers us. We control theInformation Age.Welcome to our world, not yours! ENERGISE2-0.COM
  51. 51. The Customer ManifestoDon’t treat us like passive sheepwaiting to be driven to your web site or blogUse social media to deliver exceptionalCustomer ExperiencesThat way, we will become brandadvocates and ‘spread the word’ for youOur network will listen more to us than you ENERGISE2-0.COM
  52. 52. We are the Children of the Revolution ENERGISE2-0.COM