Uploaded byKasper Risbjerg
Social Listening
This document discusses social media monitoring and listening strategies. It defines Generation C as those who are highly connected both online and offline. It outlines key steps for an effective social listening strategy including defining goals, identifying target audiences, influencers, and keywords. It also discusses tools for social listening and creating reporting flows aligned with business goals. Examples are provided of how social data can be used for market research, evaluating competitors, understanding consumers, and brand management.
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Social Listening
- 1. Source:The Human Faceof Big Data Social Listening IBC: Social Media Manager Kasper Risbjerg Social Business Manager, IBM @kasperrisbjerg risbjerg@dk.ibm.com
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- 5. “Nearly 25% of peopleaged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV” “Adults aged 35-44 are the most likely to discuss television programming with their social connections”
- 7. GENERATION C • Definition:“GenerationC, where C stands for connectedness, is not define by demographics, but by their adoption of technology and social networks that contribute to a digital lifestyle” • 86% share brand experiences online • 36% have purchased a product the same week their friend recommended it • 65% are offline less than an hour a day • Consists of gen.Y, X and the baby boomers Source: Edelman Digital
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- 10. KEY CHARACTERISTICS OF YOURSOCIAL 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
- 12. The explosion inthe use of social media and other Internet services has resulted in the generation of 2.5 quintillion bytes each day IBM (2012) Source:The Human Face of Big Data The global Internet population is 2.1 billion, which means that each person creates ≈ 1.2 billion bytes of data each day Mashable (2012)
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- 14. “We are uploadingour (complex) identities and in turn they become quantified“ http://www.newsits.com/wp-content/uploads/2013/02/social-media-profile.jpg
- 15. Source:The Thinker byBetina La Plante “If I could only make the noise from the open, unfiltered social media channels actionable...”
- 16. 1. Define thebusiness goals of your social listening program 2. Determine your target audience 3. Identify the influencers 4. Identify the keywords to listen to 5. Find a tool 6. Create a reporting flow that aligns with your business goals Social Listening Strategy
- 17. • Discover trendsand buzz • Find pain points • Reduce customer service inquires • Lead generation • Crisis management • Word-of-mouth and share of voice 1) Define the business goals of your social listening program
- 18. • Who arethey? • Where are they? • Who do they listen to? • What are they interested in? 2) Determine your target audience
- 19. • The typeof people who follow or friend you are more important than the numbers. • Determine which individuals are sharing content and links and their sentiment about it • Might be in broad social networks like Facebook and Twitter or more likely in a hive-community • Determining influencers will make all the difference in a listening strategy and ultimately, your business agenda. 3) Identify the influencers
- 20. • Determine thetopics that are important to your business and identify them as potential keywords • But more importantly do it in the language your audience is using • Identifying the key words is a job for your marketing strategist, analyst, SEO/SEM specialist and/or industry principal 4) Identify the keywords to listen to
- 21. • Based onthe previous steps you should have an idea of how detailed your listening 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 prevention 5) Find a tool
- 22. • Social mediaaggregator (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 a toolbox
- 23. 6) Create areporting flow that aligns with your business goals Srouce: http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/
- 24. 6) Create areporting flow that aligns with your business goals • Annually • Business and comms planning, long-range strategy, KPI assessment and goal setting • Quarterly • KPI executive reviews, strategy shifts, problem escalation, cross-discipline impact • Monthly • KPI trends and insights, strategy evaluation, program optimization, problem resolution • Weekly • KPI tracking, red flags, tactical decisions, editorial planning, traffic/sales impact • Daily • Media flow, topline opinions • Hourly • Competitive alerts and crisis management
- 25. 6) Create areporting flow that aligns 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
- 26. •Market research •Evaluating competitors •Understandingconsumers •Brand management •PR crisis management Use Cases
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- 28. •Market research •Evaluating competitors •Understandingconsumers •Brand management •PR crisis management Use Cases
- 29. • Looking tounderstand how visible your brand is in comparison to your competitors. • Looking for a gap in the market – what do consumers want that 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, car enthusiasts, etc) think about specific topics/brands/ products • But what’s wrong with traditional market research? Market research Source: http://econsultancy.com/dk/blog/62145-using-social-media-monitoring-for-market-research
- 30. • How arethey 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 key topics? • What causes spikes in conversation about them? • How does customer perception of you differ from perception of them? • Which keywords are they associated with? Market research: Evaluating competitors
- 31. • Independent, candidopinions. • Large samples. • Ability to experiment based on what you are finding. • A searchable record of conversations. • Automatic analysis of the topics, common keywords and sentiment of conversation. • When looking at the data, editorialize. Automation is great, but human eyes are critical. • Look at other data sets such as illness patterns against weather patterns. Market research: Understanding consumers
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- 33. Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/ Mentions on Mondayalone (day of the hack) Total mentions the past seven days When “McDonald’s” took over Burger King
- 34. When “McDonald’s” tookover Burger King Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/ We can see the residual was still going on as people was still talking about it Heat map of where people were tweeting about Burger King from around the world
- 35. When “McDonald’s” tookover Burger King Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/ Notice how all of the tweets look like they come from McDonald’s This one is from the real McDonalds Twitter account
- 36. When “McDonald’s” tookover Burger King Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/ Here we can see what buzz dominated the talk of Burger King during the week If you look close you will notice that Jeep pops up
- 37. When “McDonald’s” tookover Burger King Source: http://blog.sysomos.com/2013/02/21/twitter-hackings-causing-quite-a-stir/ Notice how both brands cope with the situation when things return to normal Even have the energy to joke about it
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- 39. The Oscars and the winneris... Argo
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- 41. Do you needa physical social media command center? Source: http://durrios.files.wordpress.com/2012/09/dreamforce-12-social-media-command-center.jpg
- 42. Source: http://s3.amazonaws.com/cuttings/backgrounds/3283/Screen%20Shot%202012-01-12%20at%201%2033%2002%20PM.png Or canyou manage with a web- based one that is scalable?
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- 45. SOCIAL CRM “We’ve movedfrom the transaction to the interaction with customers, though we haven’t eliminated the transaction – or the data associated with it... Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s (i.e. Social CRM is) the company’s response to the customer’s ownership of the conversation.” - Paul Greenberg,“the Godfather of CRM”
- 46. Source: Chess MediaGroup
- 47. Thank you 8 Connect withme on Twitter: @kasperrisbjerg LinkedIn: linkedin.com/in/ kasperrisbjerg/ Website: kasperrisbjerg.dk Email: risbjerg@dk.ibm.com