The importance of listening in Social Media. Not only to post.

1. LISTEN, LEARN, EARN
USING SOCIAL MEDIA LISTENING TO ADD TANGIBLE BRAND VALUE
SIMON KEMP • WE ARE SOCIAL
awree social
We Are Social @wearesocialsg • #ListenLearnEarn • 1

2. We Are Social B2B Social • @wearesocialsg • 2

3. SOCIAL LISTENING: ‘THE ART AND SCIENCE
OF DISCOVERING VALUABLE INSIGHTS’
We Are Social @wearesocialsg • #ListenLearnEarn • 3

4. CONTEXT
Social media listening is an essential
addition to today’s strategic toolkit,
and it can add value throughout your
organisation. This guide explains how
to make best use of social listening for
your brand, from choosing and using
the right tools, to adopting best practice.
We Are Social @wearesocialsg • #ListenLearnEarn • 4

5. THE REAL VALUE IN SOCIAL MEDIA COMES
FROM WHAT WE HEAR, NOT WHAT WE SAY
We Are Social @wearesocialsg • #ListenLearnEarn • 5

6. “
YOU CAN’T LEARN
ANYTHING WITH
YOUR MOUTH OPEN.
~ EARL NIGHTINGALE
We Are Social @wearesocialsg • #ListenLearnEarn • 6

7. EVERY DAY, PEOPLE SHARE BILLIONS OF
PUBLIC POSTS ACROSS SOCIAL MEDIA
We Are Social @wearesocialsg • #ListenLearnEarn • 7

8. EACH POST OFFERS VALUABLE INSIGHT INTO
PEOPLE’S LIVES, CHOICES AND BEHAVIOUR
We Are Social @wearesocialsg • #ListenLearnEarn • 8

9. EVEN ‘PHOTOS OF LUNCH’ REVEAL A HUGE
AMOUNT ABOUT PEOPLE’S PREFERENCES
We Are Social @wearesocialsg • #ListenLearnEarn • 9

10. HOWEVER, MOST MARKETERS ARE ONLY
LISTENING FOR MENTIONS OF THEIR BRAND
We Are Social @wearesocialsg • #ListenLearnEarn • 10

11. AS A RESULT, WE MISS OPPORTUNITIES
TO IDENTIFY NEW WAYS TO ADD VALUE
We Are Social @wearesocialsg • #ListenLearnEarn • 11

12. .• FROM •.!
SELECTIVE
HEARING
TO
ACTIVE
LISTENING
We Are Social @wearesocialsg • #ListenLearnEarn • 12

13. LISTENING SHOULDN’T JUST BE ABOUT
MEASURING PAST PERFORMANCE
We Are Social @wearesocialsg • #ListenLearnEarn • 13

14. SOCIAL LISTENING CAN ADD VALUE
TO EVERY PART OF YOUR ORGANISATION
We Are Social @wearesocialsg • #ListenLearnEarn • 14

15. LISTENING ADDS VALUE EVERYWHERE
PRODUCTS
PACKAGING ADVERTISING
CUSTOMER SERVICE
POS ACTIVITY
RECRUITMENT
We Are Social @wearesocialsg • #ListenLearnEarn • 15

16. CONTEXT: WEB SEARCH HELPS US TO
ANSWER QUESTIONS WE ALREADY HAVE…
We Are Social @wearesocialsg • #ListenLearnEarn • 16

17. …BUT LISTENING IDENTIFIES THE QUESTIONS
WE DIDN’T KNOW WE NEEDED TO ANSWER
We Are Social @wearesocialsg • #ListenLearnEarn • 17

18. WHEN USED PROPERLY, SOCIAL LISTENING
BECOMES A BRAND’S DISCOVERY ENGINE
We Are Social @wearesocialsg • #ListenLearnEarn • 18

19. LISTENING CAN HELP TO IDENTIFY INSIGHTS
THAT CHANGE THE WAY WE DO BUSINESS
We Are Social @wearesocialsg • #ListenLearnEarn • 19

20. MAKE THINGS
PEOPLE WANT
VS
MAKE PEOPLE
WANT THINGS
~ JOHN WILLSHIRE • @WILLSH!
We Are Social @wearesocialsg • #ListenLearnEarn • 20

21. SO HOW DO WE BECOME MORE STRATEGIC
IN OUR USE OF SOCIAL MEDIA LISTENING?
We Are Social @wearesocialsg • #ListenLearnEarn • 21

22. LET’S START WITH YOUR
BRAND’S OBJECTIVES
We Are Social @wearesocialsg • #ListenLearnEarn • 22

23. WHAT DO YOU WANT PEOPLE TO DO
DIFFERENTLY TO WHAT THEY DO TODAY?
We Are Social @wearesocialsg • #ListenLearnEarn • 23

24. WHO DO YOU NEED TO PERSUADE IN
ORDER TO MAKE THAT CHANGE HAPPEN?
We Are Social @wearesocialsg • #ListenLearnEarn • 24

25. WHY AREN’T THEY ALREADY DOING
WHAT WE’D LIKE THEM TO DO?
We Are Social @wearesocialsg • #ListenLearnEarn • 25

26. AN ATTITUDE ADJUSTMENT?
NOW SUCCESS
THE THINGS PEOPLE
THINK OR BELIEVE TODAY
THAT STOP THEM FROM
BEHAVING AS WE’D LIKE
WHAT WE WANT THEM TO
THINK OR BELIEVE THAT
WILL HELP TO CHANGE
THEIR BEHAVIOUR
We Are Social @wearesocialsg • #ListenLearnEarn • 26

27. SOME POTENTIAL BARRIERS TO SUCCESS
PERSONAL
TASTES
RESTRICTED
AVAILABILITY
OTHER
PRIORITIES
ALTERNATIVES
& SUBSTITUTES
CONVENIENCE
OR EFFORT
ENVIRONMENTAL
FACTORS
SOCIAL
IMPLICATIONS
A A
PHYSICAL
IMPLICATIONS
OPPORTUNITY
COSTS
CURRENT
AFFAIRS
We Are Social @wearesocialsg • #ListenLearnEarn • 27

28. THE BEST WAY TO IDENTIFY YOUR BARRIER
IS TO LISTEN TO WHAT PEOPLE ARE SAYING
We Are Social @wearesocialsg • #ListenLearnEarn • 28

29. PRACTICAL
EXERCISES
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30. PART ONE: PROFILING YOUR AUDIENCE
We Are Social @wearesocialsg • #ListenLearnEarn • 30

31. LOOK BEYOND THE NUMBERS WHEN
YOU’RE RESEARCHING YOUR AUDIENCE
We Are Social @wearesocialsg • #ListenLearnEarn • 31

32. VISIT THE PUBLIC PROFILES OF THE PEOPLE
WHO LIKE YOUR POSTS ON FACEBOOK
We Are Social @wearesocialsg • #ListenLearnEarn • 32

33. READ THE BIOS AND TWEETS OF THE
PEOPLE WHO FOLLOW YOU ON TWITTER
We Are Social @wearesocialsg • #ListenLearnEarn • 33

34. LOOK AT OTHER THINGS YOUR AUDIENCE
DOES, NOT JUST WHAT THEY DO WITH YOU
We Are Social @wearesocialsg • #ListenLearnEarn • 34

35. EXPLORE WHAT REALLY COUNTS,
NOT JUST WHAT YOU CAN COUNT
We Are Social @wearesocialsg • #ListenLearnEarn • 35

36. BRING YOUR INSIGHTS TOGETHER INTO
A REPRESENTATIVE AUDIENCE ‘PERSONA’
We Are Social @wearesocialsg • #ListenLearnEarn • 36

37. FOR EXAMPLE, TRY WRITING A FACEBOOK
PROFILE TO DESCRIBE YOUR CORE AUDIENCE
We Are Social @wearesocialsg • #ListenLearnEarn • 37

38. PART 2: UNDERSTANDING YOUR AUDIENCE
We Are Social @wearesocialsg • #ListenLearnEarn • 38

39. ORGANIC MONITORING OFFERS RICH,
TIMELY INSIGHTS INTO POTENTIAL BARRIERS
We Are Social @wearesocialsg • #ListenLearnEarn • 39

40. BUT THIS IS NOT JUST ABOUT TRACKING
WHAT PEOPLE ARE SAYING ABOUT BRANDS
We Are Social @wearesocialsg • #ListenLearnEarn • 40

41. INSTEAD, USE LISTENING TO UNDERSTAND
THE BROADER LIVES OF YOUR AUDIENCE
We Are Social @wearesocialsg • #ListenLearnEarn • 41

42. IN ORDER TO LISTEN, WE’LL
NEED SOME LISTENING TOOLS
We Are Social @wearesocialsg • #ListenLearnEarn • 42

43. CHOOSING PAID TOOLS IS A COMPLEX
PROCESS BASED ON MANY VARIABLES
We Are Social @wearesocialsg • #ListenLearnEarn • 43

44. THE GOOD NEWS: THERE ARE MANY GREAT
FREE TOOLS TO HELP GET YOU STARTED
We Are Social @wearesocialsg • #ListenLearnEarn • 44

45. TWO POWERFUL FREE TOOLS
HOOTSUITE TWEETDECK
We Are Social @wearesocialsg • #ListenLearnEarn • 45

46. HOW HOOTSUITE & TWEETDECK CAN HELP
DIRECT
ENGAGEMENT
KEEP TRACK OF YOUR
FEEDS, TIMELINES, LISTS,
MENTIONS, MESSAGES
AND FOLLOWERS
#
KEYWORD
TRACKING
TRACK ACTIVITY
RELATING TO OTHER
ACCOUNTS, HASHTAGS,
OR KEYWORDS
SEARCH &
MONITORING
CREATE COMPLEX
SEARCHES AND
MONITOR ASSOCIATED
MENTIONS OVER TIME
We Are Social @wearesocialsg • #ListenLearnEarn • 46

47. SOME THINGS YOU COULD SEARCH FOR
BRAND
NAME
GENERIC
PRODUCT
PRODUCT
BENEFIT
COMPETITOR
BRANDS
CATEGORY
GENERICS
PURPOSE OR
PROBLEM
We Are Social @wearesocialsg • #ListenLearnEarn • 47

48. THERE ARE PLENTY OF OTHER, SPECIALIST
LISTENING SERVICES OUT THERE TOO…
We Are Social @wearesocialsg • #ListenLearnEarn • 48

49. TOOLS TO TRACK KEYWORDS & TOPICS
1. TOPSY.COM
2. TALKWALKER.COM
3. MENTION.COM
4. SOCIALMENTION.COM
5. TWAZZUP.COM
6. ADDICTOMATIC.COM
7. ICEROCKET.COM
8. BACKTWEETS.COM
9. TWITTER.COM/SEARCH-ADVANCED
We Are Social @wearesocialsg • #ListenLearnEarn • 49

50. TOOLS FOR IDENTIFYING TRENDS
1. TWITTER.COM (SEE THE ‘TRENDING’ SECTION)
2. TRENDSPOTTR.COM
3. NUZZEL.COM
4. NETVIBES.COM
5. TRENDSMAP.COM
6. WHATTHETREND.COM
7. LINKEDIN.COM/TODAY
We Are Social @wearesocialsg • #ListenLearnEarn • 50

51. TOOLS TO HELP UNDERSTAND PEOPLE
1. FACEBOOK.COM (READ PEOPLE’S PROFILES!)
2. KLOUT.COM (LOOK AT ‘TOPICS’ ON PROFILE PAGES)
3. MONITOR.WILDFIREAPP.COM
4. FOLLOWERWONK.COM
5. SOCIALRANK.COM
6. KRED.COM
7. TWTRLAND.COM
8. ANALYTICS.TWITTER.COM
We Are Social @wearesocialsg • #ListenLearnEarn • 51

52. BUT REMEMBER: THE TOOLS WILL ADD NO
VALUE UNLESS YOU USE THEM PROPERLY
We Are Social @wearesocialsg • #ListenLearnEarn • 52

53. BEWARE OF LISTENING ONLY FOR THE
THINGS YOU EXPECT OR WANT TO HEAR
We Are Social @wearesocialsg • #ListenLearnEarn • 53

54. EFFECTIVE LISTENING
REQUIRES AN OPEN MIND
We Are Social @wearesocialsg • #ListenLearnEarn • 54

55. ARE PEOPLE TALKING ABOUT
ANYTHING THE BRAND CARES ABOUT?
We Are Social @wearesocialsg • #ListenLearnEarn • 55

56. 7 IMPORTANT QUESTIONS:
1. WHO IS TALKING?
2. WHAT ARE THEY SAYING?
3. WHERE ARE THEY SAYING IT?
4. WHEN ARE THEY SAYING IT?
5. WHY ARE THEY SAYING IT (MOTIVATIONS)?
6. WHICH ELEMENTS ENGAGE OTHER PEOPLE?
7. HOW WILL CONVERSATIONS IMPACT THE BRAND?
We Are Social @wearesocialsg • #ListenLearnEarn • 56

57. ARE PEOPLE DISCUSSING ANYTHING MORE
PROFOUND THAT MIGHT BE RELEVANT?
We Are Social @wearesocialsg • #ListenLearnEarn • 57

58. SOME THINGS WE’RE LOOKING FOR:
VALUABLE
INSIGHTS
SOMETHING THAT
ALLOWS THE BRAND TO
UNDERSTAND PEOPLE
IN NEW WAYS
KEY
INFLUENCERS
SOMEONE WHO IS
INFLUENTIAL ABOUT THE
BRAND OR WHAT THE
BRAND CARES ABOUT
POTENTIAL
INNOVATIONS
NEEDS THAT ARE AS YET
UNSATISFIED, OR THAT
THE BRAND DOESN’T
CURRENTLY ADDRESS
We Are Social @wearesocialsg • #ListenLearnEarn • 58

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(E.are G. COLGATE)
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60. GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG
We Are Social @wearesocialsg • #GlobalSocial • 50

61. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
We Are Social Making Friends & Influencing People • 45

62. WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
We Are Social wearesocial.sg • @wearesocialsg • 233