This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers

1. Learning from Listening Online Bob Barker VP Corporate Marketing and Digital Engagement Alterian http://twitter.com/bob_barker

2. Who am I?

3. Marketing guy Brand & Positioning PR and Video Website/online SEO & PPC Social Media & Community Social Media & Community Strategy Marketing Prod Mktg Sales Prof Services Exec’s Customer Support Managed Services HR

4. Technology guy Technology Brands I have worked for:

7. Influence - Robert Scoble (Scoblizer) effect on shareprice Joins

8. Societal and business change 1500 On Outlook 50 on Facebook 750 On Facebook 550 On Facebook 450 On Facebook Not On Facebook

9. Social media is changing the way the world communicates and it all starts with listening...

10. Listening tools – the 101 guide Social Media Monitoring Tool

11. How does it work? Collect Store Social Media Warehouse Analyse Engage

12. You are not required to Blog or Tweet to use an SMM tool

13. Instant Market Research

14. Marketers have never had it so good Marketing Holy grail = understand what your customers want “ Never before in the field of marketing was so much known about so many by so few”

15. Is anyone actually talking about us then?

16. Volume of conversations What happened?

17. Drill into the actual conversations

19. But what is the competition up to?

20. Compare with competitors Do we need to increase our SM activity?

22. Show me the money

23. Brand protection mechanism

24. Are they being nice?

25. Sentiment and Tone Call them up Encourage them up

27. Show me the money “ We did not put the customer first” Toyoda, Sunday Times 28 th March

28. Identify your influencers

29. Who are these people who have the time to talk about us online?

30. Demographics Target more closely

31. And how influential are they?

32. Where do they hang out?

33. Auto Domains Better have a strategy for Youtube

35. Create community “ We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversation . It’s not possible to participate in all of the threads, but there are ways to identify which conversations are the most influential , which ones have the greatest reach , and those are the one in which we’re most likely to participate. We've also created a consumer advocate community as well as a platform that we’ll be launching in a few weeks to support their activities.” Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft

36. What are the trends in what people are saying?

37. Author tags – Consumer’s perception of our brand

39. Understand the geographic spread of conversations – find new markets Identify new markets

40. Show me the money Fortune 500 consumer products company discovered that over 75% of its marketing spend did not reach its most influential social channels Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

41. But do they actually want to buy something? Is it just talk?

42. Identify, allocate the conversation, speak to them and add value

45. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales . Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

46. Conversations create transactions – people buy from people

48. Instant brand research Conversations Create transactions Brand Protection Influencer identification

49. http://www.youtube.com/watch?v=InrOvEE2v38

52. Once you have listened then its time to Engage

53. Impact of Social Media on Sales Funnel

54. A Community Based Approach

55. Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways

56. Asset deployment by SM channel

57. Twitter deployment Schedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2

58. Moving Towards a Holistic Web Presence Coffee Shop Chat/Gossip/Tips/Links Library Reading/research/Education/Sharing Store Learning/watching/buying MicroBlog/Realtime Blog/Community Website/Surfers 1. 2. 3.

59. Its requires engagement technology and engaging people

60. Your people need to get engaged on social media “ Ask not what your company can do for you ask what you can do for your company (and yourself)”

61. Personal Blogs X

62. Personal Blogs X

64. Next Steps Read the book Read the Report Use the tool Drill into the detail

65. Value and ROI through listening Use Case Value/ROI Brand Audit Identify opportunities in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marketing Increased sales & rate of return on ad spend Customer Service Increased satisfaction, brand loyalty, awareness Competitive Insight Identify differentiating features & innovate Public Relations Efficient use of time & identify influencers Sales – Lead Generation Increased sales & shortened sales cycle Search Engine Optimization More effective SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn

66. And finally...