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Beginner's Guide: Social Listening


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An introduction-level guide on social listening. This class will take you through the a) three elements of social listening; b) the four "action checklist" items to find out what sort of action to take after a social listening activity; and c) what it takes to make social listening work for you and your business.
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Beginner's Guide: Social Listening

  1. 1. Social Listening Introduction Class Jason Cruz Social Products Lead MRM//McCann Philippines
  2. 2. About the lecturer @jsncruz
  3. 3. The science of social listening @jsncruz
  4. 4. Social listening in a nutshell “[Social listening is] …listening to online conversations to monitor possible or actual trends, in order to measure the potential impact of these chatter.” - Jason Cruz, MRM//McCann @jsncruz
  5. 5. Difference from other Disciplines Serves both positive and negative effects of online conversations Makes extensive use of third-party measurement tools Applicable at all stages of a marketing campaign @jsncruz From promoting the start of a campaign to the post-event evaluation, social listening has an important role. Social listening can help with message amplification (positive) and crisis-effect mitigation efforts (negative). Tools define the quality (and often, quantity) of social listening for a business. These are investments.
  6. 6. Top Uses for Social Listening @jsncruz Discover New Content Ideas for Marketing Campaigns Build Relationships with Brand Fans and Advocates Spot Online Conversations Early and Manage Crisis
  7. 7. Elements of social listening @jsncruz
  8. 8. The three elements of social listening “The three aspects of social listening are mining, monitoring, and measuring.” - Gibson Patterson, Razorfish (2013) @jsncruzSource:
  9. 9. mining Mining is the act of actively searching for specific keywords and/or phrases online. Sample word cloud generated from mining the keyword, “iPhone”. Getting Started with Mining: •  Keywords and/or phrases are selected ahead of time. •  For marketing campaigns, entire phrases may be mined. •  Results are entirely dependent on what are publicly available. @jsncruz
  10. 10. Monitoring Monitoring is the act of actively watching online conversations based on predetermined keywords and/or phrases to spot possible trends. An example of a social monitoring team in action, the Dell Social Media Command Center. The Progression of Social Monitoring: •  Evolved from simple observation practices of Online Community Management. •  Scales up in accordance with volume of data, and complexity of data generated and needed. @jsncruz
  11. 11. measuring Measuring is the act of calculating online conversation statistics to predict the possible impact of the online conversations being monitored. Sample measurement report dashboard from popular listening tool radian6. Making Sense of the Numbers: •  Measurement dashboards present large amounts of data; measuring only those that contribute to a business or communications objective should be top priority. @jsncruz
  12. 12. What Next? @jsncruz “Understanding what works, what might work, why it might work, and under what circumstances is a major differentiator within the social media professionals ranks.” - Jay Baer, Convince & Convert Source:
  13. 13. Action Steps & Analysis @jsncruz
  14. 14. Analyzing Listening results To determine the right course of action for social listening results, this action framework checklist should be considered: @jsncruz Mention Volume over time Source influence Pickup Magnitude Direct Relevance Action Checklist
  15. 15. Mention Volume over Time MV/T is the absolute number of mentions of keywords and/or phrases, taking into consideration a specific and relevant timeframe to mine, monitor, and measure. @jsncruzSource (image): Why the Time Element? Fencing in data from a specific and relevant time frame reduces the risk of “contaminating” the social listening data with old (and likely) irrelevant results.
  16. 16. Source Influence Source Influence is the actual and perceived clout of the mention source (or sources). This affects the potential impact of online conversations. @jsncruz Why Consider Source Influence? A source mention from a high-influence individual obviously has further reach and generates more impressions than low influence users (see red circle). Source (image):
  17. 17. Pickup Magnitude PM is how much interest the keywords and/or phrases receive online, and how it crosses borders into the non-digital space (traditional media). @jsncruz Why is Pickup Important? Understanding how keywords and/or phrases are magnified outside of digital space will affect the strategy and execution of action plans. Source (image):
  18. 18. Direct Relevance DR is the potential effect of online mentions in relation to how much impact it could have to a brand, business, group, or community. @jsncruzSource (image): Why Measure Direct Relevance? Social listening results could have important and life-changing impact – but somewhere else, and does not affect one’s immediate surroundings or interests.
  19. 19. Tools of the trade Third-party tools are popular for social listening because allow digital marketers to get large amounts of data efficiently and effectively. @jsncruzSome of the most popular social listening tools currently available.
  20. 20. Social Listening in action // Mock Case @jsncruz
  21. 21. Mock case Study – Soda Z §  Briefing §  A news report on Soda Z allegedly causing a man to die (after daily consumption of 10L of Soda Z for 5 years). §  Total mentions: 1000 tweets; a Facebook post with the news report (shared 50 times); steadily picking up re-writes on blogs. §  Parameters §  There is proof that the death was partially caused by Soda Z side-effects. §  The news report was local. §  The actual case occurred in South Africa. §  The actual case happened in 2006. §  Timeframe from first mention to being spotted was two (2) days. §  The most influential mention source has 350 followers, and on average tweets twice daily; average mention sharer has 120 followers/friends. @jsncruz
  22. 22. Mock case Study – Soda Z With the Action Checklist, an action plan for social listening can be formulated clearly for this case. @jsncruzSource (image):
  23. 23. Mock case Study – Soda Z Mention volume over time. Flagged as “Potential Crisis” because of a large amount of interest on a topic in a relatively short period of time. Mention Volume HIGH Timeframe SHORT Conclusion POTENTIAL CRISIS @jsncruz
  24. 24. Mock case Study – Soda Z Source Influence. Even with a high number of mentions, the perpetrators were generally not influential (even those who picked up were at a similar influence level). Source Mentions LOW/MEDIUM Individual Influence LOW Conclusion NOTHING SERIOUS @jsncruz
  25. 25. Mock case Study – Soda Z Pickup Magnitude. High volume of social shares (increased awareness about a negative issue) and crossing over to traditional media (even more reach) extends news to more people. SOCIAL SHARES HIGH CROSSOVER YES Conclusion POTENTIAL CRISIS @jsncruz
  26. 26. Mock case Study – Soda Z Direct Relevance. The news source happened a long time ago, and is not locally-relevant. This issue is flagged as “nothing serious” due to this. Age of Information OLD LOCAL CONTEXT LOW Conclusion NOTHING SERIOUS @jsncruz
  27. 27. Mock case Study – Soda Z Analysis and Insights from Social Listening: 1.  The issue was definitely serious, given that it was picked up on both social media and crossed-over to non-digital space in a short period of time. 2.  The low influence levels of the mention sources meant the keywords and/ or phrases could not travel very far. 3.  The fact that the news was quit old, and that it was not relevant to the local online audience meant it did not have much impact to said audience. @jsncruz Verdict from Social Listening NOTHING SERIOUS
  28. 28. Social Listening in action // Real World @jsncruz
  29. 29. The KITKAT – Facebook Tweet @jsncruz
  30. 30. The KITKAT – Facebook Tweet KITKAT’s timely tweet fulfilled every single parameter for action, due mostly to how social listening was conducted by the social team. @jsncruz Mention Volume over Time Source Influence Direct RelevancePickup Magnitude Numerous complaints in a matter of minutes Facebook users across all demographics Affected Facebook users around the world (After) Picked up by local and international news
  31. 31. The KITKAT – Facebook Tweet @jsncruz Now world-famous, the KITKAT – Facebook tweet underlined the importance of social listening, as well as effective moment-marketing practices.
  32. 32. How businesses can use social listening @jsncruz
  33. 33. Lessons Going Forward Businesses can benefit greatly from the advantages offered by a strong and well-defined social listening system in place. @jsncruz Create (or hire) a dedicated social media management team Make space for moment-marketing opportunities Regularly update and define list of relevant keywords and/or phrases Create “what if” scenarios and prepare action plans LESSONS
  34. 34. Dedicated Social Team The management of online, social activities – social media management, community management, social listening – must be given to a dedicated team. @jsncruzSource (image): Social media cannot be treated as a “side activity” which can be handled as a second-role by employees. This practice takes away much-needed focus and attention to spot opportunities first and manage potential crisis incidents.
  35. 35. Moment-marketing space While it’s good that businesses plan out social content, there must be a more flexible process to allow publication of “real-time” content. @jsncruzSource (image): Moment-marketing is infamous for being difficult to pull off correctly. It’s a mix of timing, context, and picking battles well – it’s inefficient and ‘trying too hard’ to try and execute it all the time.
  36. 36. Know what to listen for To listen to as many keywords and/or phrases as possible is inefficient and ineffective; selecting 5-10 of the most relevant give better data and results. @jsncruzSource (image): Smart social listening is also about deciding what not to listen to. Sweeping terms are alright, but there should be more detailed, campaign-specific terms to listen for as well to generate better data and results.
  37. 37. Contingency plans Social listening allows a brand or business to plan ahead of time. Therefore, it allows one to act before anyone else, or manage issues before they blow up. @jsncruzSource (image): Spotting content opportunities or potential crisis is useless if there are no action plans or processes in place. Social listening should work hand-in-hand with pre-determined action plans to either amplify (for opportunities) or mitigate (for crises) effects.
  38. 38. Questions? @jsncruz | @jsncruz
  39. 39. Social Listening Thank you!