Presentation by Alan Stevenson of Enegrise 2-0 on the use of Social Media Listening to develop international market knowledge and insight

1. ENERGISE2-0.COM
Social Media Listening to
support Internationalisation
Alan Stevenson
www.energise2-0.com
www.twitter.com/ast3v3nson
October, 2012

2. Why Listen?
Social Media is a
conversation
not a broadcast
platform
Conversations are taking
place relevant to your
internationalisation plans –
are you listening?
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3. Social Media Listening
Collect
Search and Relevance Filters
Platforms and Channels
Process
Events assigned to the Social Graph
Categorisation and Tagging
Analyse
Mention Volume and Importance
Demographics and Timing
Sentiment and Emotion
Actionable Insights
Source: Energise2-0
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4. 5 Key Steps to Effective
Social Media Listening
But first the Business Benefits
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5. Business Benefits
Listening provides business benefits:
– International Market Knowledge and Intelligence. Where your
customers, partners, competitors and staff are hanging out online.
– Customer Insight and Understanding. What your customers and their
influencers are saying about you or your competitors.
– Identify and network with high value, high growth prospects.
Identifying key posts and follow-up actions.
– Interaction with Key Influencers. Identify influential sources for
incorporation into a wider strategic response.
– Reputation Management. Timely identification of potential reputation
issues.
– Improved International Sales and Marketing. New prospects,
customer and market opportunities.
– Improved Performance Monitoring. Support a 6Is approach.
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6. 1. What
• What conversations do we need to monitor?
– Our own brand
– Product, industry, sector
– Competitors
– Customer segments
– Target markets
• Geography/Location
– Local
– Regional
– National
– International
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7. 2. Where
• Where are the relevant conversations taking place?
• What tools are available to help?
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10. Tools are available to help
• No or low cost tools such as…
– Google Alerts, Yahoo Pipes, Social Mention, Topsy,
IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as…
– Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and
Meltwater Buzz
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11. Social Mention
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14. Social Mention
• Strength: is the likelihood that your brand is being mentioned
online, “mentions in the last 24 hours divided by total
mentions
• Sentiment: is the ratio of mentions that are generally positive
• Passion: is the likelihood that individuals talking about your
brand are doing so repeatedly (repeat authors)
• Reach: is the range of influence, it is the number of unique
authors referencing your brand by the total number of
mentions
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15. Topsy
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18. Tools are available to help
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19. 3. Set Up your Listening System
• Set up a customised Social Media Listening System to deliver:
– the right information
– to the right people
– at the right time
– in the right format
• But remember…
– Think strategically
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20. Needn’t be complex
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21. Proprietary tools exist also
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22. 4. Ask - So What?
• Information is not knowledge
• What are the results telling us?
• Analyse and develop ‘Actionable Insights’
• Is this…
– Something I should share with others?
– Market insight?
– A reputation issue?
– A sales opportunity?
– A new network contact or potential influencer?
– An indication of where we should develop?
– A bell-weather on how we are doing?
– An indication of what our customers are feeling? ENERGISE2-0.COM

23. 5. Consider your Response
• And Finally…
• Think seriously about how you will respond?
• Are you fully equipped? Skills, Knowledge, Strategy, Plan
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24. Thank You and Questions
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25. Dr. Jim Hamill
Alan Stevenson
www.energise2-0.com
October, 2012
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