SlideShare a Scribd company logo
It’s not
   EAVESDROPPING;
      it’s RESEARCH!

                     Potent methods for using
                      social media to listen to
                     your target demographic.




          Andy Welfle, Reusser Design
         @awelfle // @reusserdesign
                                                  #NACCAP2012
Monday, June 4, 12
WHAT IS SOCIAL MEDIA?

                       “Social media is
                     having conversations
                     with people online.”
                                —Marta Kagan




Monday, June 4, 12
“Give the
                     lady what
                     she wants”
                         —Marshall Field




Monday, June 4, 12
LISTEN
                     to your customers!
Monday, June 4, 12
How, if at all, do these tweets help you
                              research for your job?




Monday, June 4, 12
QUANTITATIVE                          QUALITATIVE




                     • A captive audience                 • Reach a broad audience
                     • Detailed demographics              • Listening tool as well as
                     • A curated space                      broadcasting
                     • Well formatted, easy to navigate   • Indexed, searchable terms
                                                            (hashtags)




Monday, June 4, 12
“admissions”   “[your college’s name]”




      “going to college”                   “christian college”




                      Know your keywords!

Monday, June 4, 12
What you want to           What your keywords
                            know                       might be

                      What people are saying
                                                  [your college’s name]
                       about my institution

                     Hopes and thoughts from
                     students about leaving for    “going to college”
                              college
                     Specific Christian college
                                                   “christian college”
                              tweets




Monday, June 4, 12
Twitter
       Lists




Monday, June 4, 12
Twitter
       Lists




Monday, June 4, 12
Twitter
       Lists




Monday, June 4, 12
Quantitative
       Data with
       Facebook




Monday, June 4, 12
Social Dashboard




Monday, June 4, 12
Monday, June 4, 12
Monday, June 4, 12
Team assignments and internal notes




Monday, June 4, 12
Datamining




Monday, June 4, 12
Monday, June 4, 12
Measuring




Monday, June 4, 12
Monday, June 4, 12
Monday, June 4, 12
Monday, June 4, 12
TIPS
       • Be vigilant.
       • Be consistent.
       • If it requires follow-up, do so in a timely
         manner.
       • Sometimes, passive listening is best.
       • Get good at filtering irrelevant content.



Monday, June 4, 12
Thank you!
                     Slideshare.net/ReusserDesign
                      Twitter.com/ReusserDesign




Monday, June 4, 12

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It's not eavesdropping; it's listening!

  • 1. It’s not EAVESDROPPING; it’s RESEARCH! Potent methods for using social media to listen to your target demographic. Andy Welfle, Reusser Design @awelfle // @reusserdesign #NACCAP2012 Monday, June 4, 12
  • 2. WHAT IS SOCIAL MEDIA? “Social media is having conversations with people online.” —Marta Kagan Monday, June 4, 12
  • 3. “Give the lady what she wants” —Marshall Field Monday, June 4, 12
  • 4. LISTEN to your customers! Monday, June 4, 12
  • 5. How, if at all, do these tweets help you research for your job? Monday, June 4, 12
  • 6. QUANTITATIVE QUALITATIVE • A captive audience • Reach a broad audience • Detailed demographics • Listening tool as well as • A curated space broadcasting • Well formatted, easy to navigate • Indexed, searchable terms (hashtags) Monday, June 4, 12
  • 7. “admissions” “[your college’s name]” “going to college” “christian college” Know your keywords! Monday, June 4, 12
  • 8. What you want to What your keywords know might be What people are saying [your college’s name] about my institution Hopes and thoughts from students about leaving for “going to college” college Specific Christian college “christian college” tweets Monday, June 4, 12
  • 9. Twitter Lists Monday, June 4, 12
  • 10. Twitter Lists Monday, June 4, 12
  • 11. Twitter Lists Monday, June 4, 12
  • 12. Quantitative Data with Facebook Monday, June 4, 12
  • 16. Team assignments and internal notes Monday, June 4, 12
  • 23. TIPS • Be vigilant. • Be consistent. • If it requires follow-up, do so in a timely manner. • Sometimes, passive listening is best. • Get good at filtering irrelevant content. Monday, June 4, 12
  • 24. Thank you! Slideshare.net/ReusserDesign Twitter.com/ReusserDesign Monday, June 4, 12