Slides that Melissa Cech and I used in a presentation to CUBoulder MDST 1002 students about Social Media Marketing (with focus on listening) on March 21, 2018. Q&A in Twitter with #askcumatt

1. Social Media Marketing
Listening
MDST 1002
March 21, 2018

2. #WorldPoetryDay
Pinterest is red.
Facebook is blue.
It’s a beautiful day in #Boulder.
And we’re glad to be talking #socialmediamarketing in here
with you!

3. /matthewrduncan
Matt Duncan (Bus’92) Melissa Cech (Engl’06)
/melissakcech

4. • Media Relations and News Services
• Marketing and Creative Services
• External Relations

5. @CUBoulderCMCI
@CUBoulderMDST
@CUBoulder

6. Decision Journey
Awareness
Engagement
Conversion

11. Why are you
on social
media?

12. Relationships
Information
Entertainment

14. Why are you
on social
media?
Why are brands on
social media?

15. Relationships
Information
Entertainment
Marketing
Selling
Reputation
Community
Customer Service
Recruiting
What happens here?

17. What Is Social Listening?
Social listening is the process of tracking
conversations around specific phrases, words or
brands, and then leveraging them to discover
opportunities or create content for those
audiences.

18. It’s simple – if a brand can’t hear what its customers are
saying, then it can’t provide a high quality experience at
every turn.
In an era of unprecedented digital noise, businesses must
use social listening to track:
• relevant topics and influencers
• inform social engagement
• ensure customers feel heard
• spot crises before they arise.
73,000,000,000

19. Digital Engagement
Knowing how @CUBoulder
can best add value (fun and
serious) to our community
conversations

23. of social media
listening as a brand:
The
tricky parts

24. Where do you look for information?
What do you do with the information you find?

25. As big as public social media is, it is only the tip of the
iceberg…
Conversational customer engagement in
messenger apps with chatbots

27. When is the right time to enter a
conversation?

28. @ChipotleTweets
"We are engaged with customers very
directly through social media and
respond to every comment that comes
to us on Twitter or our Facebook page,”
- Chipotle PR director Chris Arnold

29. Where should
you provide
information to
your audience?
or

32. #cuboulder
#skobuffs
How does the brand relate with their
audience without losing sight of why the
brand is here?

34. Is the brand organized to strategically adapt to
rapidly changing customer dynamics?
Is the brand organized to use the insights you gain?

39. Learn More About Your Target
Audience
• Social listening can help you learn a lot about your
audience to inform a more strategic social strategy.

41. The negative reaction to Netflix’s tweet and Spotify’s ads shows that the
average consumer likely does not realize the sheer amount of data
that such services collect on every single user.
Ultimately, the “creepy” ads and tweet are not really that
creepy, either, when taken into context.

42. Why are you
on social
media?
Why are brands on
social media?
What happens here?

43. Thank you!