Social Listening

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A presentation I did for the participants at the course Social Media Manager at IBC in March 2013

Published in: Technology, Business

Social Listening

  1. 1. Source:The Human Face of Big DataSocial ListeningIBC: Social Media ManagerKasper RisbjergSocial Business Manager, IBM@kasperrisbjergrisbjerg@dk.ibm.com
  2. 2. THE NEXT WEB
  3. 3. “Nearly 25% ofpeople aged 18-34use social media tocomment on what theylike/dislike about astoryline whilewatching TV”“Adults aged 35-44are the most likely todiscuss televisionprogramming with theirsocial connections”
  4. 4. GENERATION C• Definition:“Generation C, where C stands forconnectedness, is not define by demographics, but by theiradoption of technology and social networks that contributeto a digital lifestyle”• 86% share brand experiences online• 36% have purchased a product the same week theirfriend recommended it• 65% are offline less than an hour a day• Consists of gen.Y, X and the baby boomersSource: Edelman Digital
  5. 5. OnlineGENERATION CConnectedTraditional
  6. 6. OnlineGENERATION CConnectedTraditional
  7. 7. KEY CHARACTERISTICS OFYOUR SOCIAL CONSUMER• Shared experiences• An Audience with an Audience of Audiences• News don’t break they tweet• Social objects• Personal brand• Platform-savvy• Addicted to feedback loops• Wants to be treated like an individual and to be remembered• Wants brand to listen, engage and respond quickly• Immune or elusive to traditional advertisement
  8. 8. The explosion in the use of social media andother Internet services has resulted in thegeneration of 2.5 quintillion bytes each dayIBM (2012)Source:The Human Face of Big DataThe global Internet population is 2.1 billion,which means that each person creates ≈ 1.2billion bytes of data each dayMashable (2012)
  9. 9. http://mashable.com/2012/06/22/data-created-every-minute/
  10. 10. “We are uploading our(complex) identitiesand in turn theybecome quantified“http://www.newsits.com/wp-content/uploads/2013/02/social-media-profile.jpg
  11. 11. Source:The Thinker by Betina La Plante“If I could only makethe noise from theopen, unfilteredsocial mediachannelsactionable...”
  12. 12. 1. Define the business goals of your social listeningprogram2. Determine your target audience3. Identify the influencers4. Identify the keywords to listen to5. Find a tool6. Create a reporting flow that aligns with yourbusiness goalsSocial Listening Strategy
  13. 13. • Discover trends and buzz• Find pain points• Reduce customer service inquires• Lead generation• Crisis management• Word-of-mouth and share of voice1) Define the business goals ofyour social listening program
  14. 14. • Who are they?• Where are they?• Who do they listen to?• What are they interested in?2) Determine your targetaudience
  15. 15. • The type of people who follow or friend you aremore important than the numbers.• Determine which individuals are sharing contentand links and their sentiment about it• Might be in broad social networks like Facebookand Twitter or more likely in a hive-community• Determining influencers will make all the differencein a listening strategy and ultimately, your businessagenda.3) Identify the influencers
  16. 16. • Determine the topics that are important to your businessand identify them as potential keywords• But more importantly do it in the language your audienceis using• Identifying the key words is a job for your marketingstrategist, analyst, SEO/SEM specialist and/or industryprincipal4) Identify the keywords tolisten to
  17. 17. • Based on the previous steps you should have an idea of how detailed yourlistening needs to be in order to provide the value you need• Low-cost vs. high-cost• Evaluation of a tool should be around• Channel Capture• Twitter firehose access• Workflow functionality• Full-text versus content snippets• Mention categorization/tagging• Historical data• Spam prevention5) Find a tool
  18. 18. • Social media aggregator (Radian6, Sysomos etc.)• Owned media insights (Facebook, LinkedIn etc.)• Engagement tools (Hootsuite, Falcon Social etc.)• Web and search analytics (Google etc.)5) Find a tool... or better atoolbox
  19. 19. 6) Create a reporting flow thataligns with your business goalsSrouce: http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/
  20. 20. 6) Create a reporting flow thataligns with your business goals• Annually• Business and comms planning,long-range strategy, KPIassessment and goal setting• Quarterly• KPI executive reviews, strategyshifts, problem escalation,cross-discipline impact• Monthly• KPI trends and insights,strategy evaluation, programoptimization, problemresolution• Weekly• KPI tracking, red flags, tacticaldecisions, editorial planning,traffic/sales impact• Daily• Media flow, topline opinions• Hourly• Competitive alerts and crisismanagement
  21. 21. 6) Create a reporting flow thataligns with your business goals• Typical points in a report• What are people saying about your brand• Where people are talking about your brand• When people are talking about your brand• Who is talking about your brand• Why people are talking about your brand
  22. 22. •Market research•Evaluating competitors•Understanding consumers•Brand management•PR crisis managementUse Cases
  23. 23. Source: http://appshopper.com/business/falcon-social
  24. 24. •Market research•Evaluating competitors•Understanding consumers•Brand management•PR crisis managementUse Cases
  25. 25. • Looking to understand how visible your brand is incomparison to your competitors.• Looking for a gap in the market – what do consumers wantthat isn’t being delivered, by you or your competitors?• What your customers like and dislike about your brand/products.• What a certain type of people (mothers, teenagers, carenthusiasts, etc) think about specific topics/brands/products• But what’s wrong with traditional market research?Market researchSource: http://econsultancy.com/dk/blog/62145-using-social-media-monitoring-for-market-research
  26. 26. • How are they interacting with customers and prospects?• What kind of marketing campaigns are they running?• Where are they getting PR?• What is their brand messaging?• How much do people talk about them? What are the keytopics?• What causes spikes in conversation about them?• How does customer perception of you differ from perception ofthem?• Which keywords are they associated with?Market research:Evaluating competitors
  27. 27. • Independent, candid opinions.• Large samples.• Ability to experiment based on what you are finding.• A searchable record of conversations.• Automatic analysis of the topics, common keywords andsentiment of conversation.• When looking at the data, editorialize. Automation is great, buthuman eyes are critical.• Look at other data sets such as illness patterns against weatherpatterns.Market research:Understanding consumers
  28. 28. http://ibm.co/WzbWqh
  29. 29. Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/Mentions onMonday alone (day ofthe hack)Total mentions thepast seven daysWhen “McDonald’s” took overBurger King
  30. 30. When “McDonald’s” took overBurger KingSource: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/We can seethe residual was stillgoing on as peoplewas still talkingabout itHeatmap of wherepeople were tweetingabout Burger Kingfrom around theworld
  31. 31. When “McDonald’s” took overBurger KingSource: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/Notice how all ofthe tweets look likethey come fromMcDonald’sThis one is from thereal McDonalds Twitteraccount
  32. 32. When “McDonald’s” took overBurger KingSource: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/Here we cansee what buzzdominated the talk ofBurger King duringthe weekIf you look closeyou will notice thatJeep pops up
  33. 33. When “McDonald’s” took overBurger KingSource: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/Notice howboth brands copewith the situationwhen things returnto normalEven have the energyto joke about it
  34. 34. Superbowl
  35. 35. The Oscarsand thewinner is...Argo
  36. 36. The Oscars
  37. 37. Do you need a physical socialmedia command center?Source: http://durrios.files.wordpress.com/2012/09/dreamforce-12-social-media-command-center.jpg
  38. 38. Source: http://s3.amazonaws.com/cuttings/backgrounds/3283/Screen%20Shot%202012-01-12%20at%201%2033%2002%20PM.pngOr can you manage with a web-based one that is scalable?
  39. 39. Source: http://0.tqn.com/d/sportsmedicine/1/0/4/6/bicycle_crunch_250.jpg
  40. 40. Source: http://www.newdayag.com/SiteFiles/103692/Content/SunRise.jpg
  41. 41. SOCIAL CRM“We’ve moved from the transaction to the interaction withcustomers, though we haven’t eliminated the transaction – or thedata associated with it... Social CRM focuses on engaging thecustomer in a collaborative conversation in order to provide mutuallybeneficial value in a trusted and transparent business environment.It’s (i.e. Social CRM is) the company’s response to the customer’sownership of the conversation.”- Paul Greenberg,“the Godfather of CRM”
  42. 42. Source: Chess Media Group
  43. 43. Thank you8Connect with me onTwitter: @kasperrisbjergLinkedIn: linkedin.com/in/kasperrisbjerg/Website: kasperrisbjerg.dkEmail: risbjerg@dk.ibm.com

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