The document discusses social media monitoring and listening. It notes that while social media conversations are vast and dispersed, monitoring is not the same as listening. The author presents different forms of listening including reactive customer care and helpdesk functions as well as proactive market research, product development, and content marketing. He introduces the concept of a "listening pyramid" to prioritize conversations. Key aspects of implementing a listening program are discussed such as defining objectives, choosing appropriate social networks and influencers to monitor, selecting tools, setting up classification schemes to organize conversations by topic, and analyzing data and insights.

1. Monitoring van
social media
Tom Muyllaert

2. Let’s connect I’m Tom Muyllaert ;-)
E: tmuyllaert@reference.be
W: www.reference.be
W: bit.ly/tmuyllaert
Created with Tweet Topic Explorer
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3. INTRODUCTION
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4. in
social
media
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5. … so the question is
What’s the
buzz about?
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6. however…
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7. We’re facing challenges!
 Billions of conversations
 Unstructered & dispersed
 A lot of noise
 Multiple languages
 How to interact, choose
who to interact with
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8.  What’s listening about?
monitoring ≠ listening
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9. Multiple forms of listening
REACTIVE PROACTIVE
• Customer care • Competitor tracking
• Helpdesk • Direct & indirect
• Brand monitoring customer needs
• E-reputation MARKET RESEARCH & INNOVATION
 Trend detection
 Product & service development
 Content Marketing
 …
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10.  The “listening pyramid”
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11. Social intelligence starts
with the ability to listen(*)
(*) Without listening, your strategy becomes pointless…
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12. Towards a listening framework
Why listen?
Where to listen?
Who to listen to ?
How to listen to ?
How to implement?
What do we learn?

13. WHY LISTEN?

14.  Business reasons to listen
Need detection vs.
solutions, fine-tune
marketing promise
Use words & phrases that Gain customer &
market insights
the target audience is using
(keywords vs. natural
language
Increase SEO Increase market &
effectivness product awareness
Possible Detect opportunities
Listening early in the sales cycle
Objectives
Monitor PR efforts, detect
new PR opportunities,
improve investor Brand management,
improve PR &
relations, … stakeholder
Generate leads
relations
Gain competitive
insights Research competitor
strengths & weaknesses,
perception, …
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15.  Who owns listening within the organization?
10,8% 28.8% 41% 18% 1.4%
Decentralized Centralized Hub and Spoke Multiple Hub Holistic
and Spoke
(“Dandelion”)
n = 140 - source: Altimeter
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16. Listen, respond & engage: social media workflow
Source: David Armano – Edelman Digital
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17.  Key Metrics & KPI’s
Awareness in the social
channel
share of voice, #referrals
from brand website, .... Stimulate innvation
Attention & #trending topics (e.g. on
Brand engagement &
Insights
appreciation of the Appreciation product & service
conversations, specific
social channel themes…), competitor
#subscribers, #followers, #likes, benchmarks, insights in target
#commets, #view… audience & conversation
drivers, …
Creates word of mouth &
Desired action from the
social channel / initiative
Action Advocacy stimulates advocay
#NX-letter sign-ups, online #influencers, #advocates,
orders, leads, … #embeds, …
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19. Monitoring van social media - Tom Muyllaert 28/11/2012 19

20. Monitoring van social media - Tom Muyllaert 28/11/2012 20

21. mind…
the simplification of influence!
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22. Book tip. Must read!
www.influenceprofessional.com
The 6 influence flows
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23. WHERE TO LISTEN?
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24. Choosing your backyard
OWNED EARNED
MEDIA MEDIA
PAID
MEDIA
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25. Choosing your backyard
Source: TNS NIPO – “Earn your owned media”
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26. Choosing your backyard
Source: TNS NIPO – “Earn your owned media”
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27. Brand backyard – owned media: Yunomi
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28. WHO TO LISTEN TO?
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29. Social network demographics
Source: Insites Consulting – Social media around the world report 2012
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30. Social networks data per country
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31. Social networks data
http://bvlg.blogspot.be/ http://www.comscoredatamine.com
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32. HOW TO LISTEN?
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33. Types of listening solutions
Research & data Monitoring & reporting Monitoring &
monitoring tools tools engagement tools
•Focus: providing data •Focus: real-time •Focus: primarily on
for research monitoring for PR, engagement
•Large amounts of support •Listen & respond –
reliable data •Very user-friendly community
•Less feature rich •Many also starting to management
•More data(sources) offer customer •Limited listening
•Longer history engagement capabilities
(historical data) •No long historical data
SDL SM2 Engagor Hootsuite
Nielsen Buzzmetrics Radian6 Socialbakers
… … MarketMeSuite
Engagor
….
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34. How to choose the right tool?
Integration
Price vs. Data import -
value export
Some factors to keep in mind
Date sources
Features &
& content
funtionality
collection
Data quality Localisation &
& integrity segmentation
Analysis &
analytics
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35. Do it yourself tools
http://www.48ers.com/ http://topsy.com
http://www.socialmention.com http://bottlenose.com
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36. Do it yourself tools
http://search.twitter.com http://snapbird.org (Twitter)
http://search.twitter.com/search
.rss?q=yoursearchterm
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37. Do it yourself tools
https://app.conversocial.com/profiler/ (Facebook)
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38. Do it yourself tools
http://www.searchinstagram.com
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39. Do it yourself tools
http://www.wordle.net/create (Trends)
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40. A practical roadmap to setup a listening framework
HOW TO IMPLEMENT?
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41. Listening process setup
Setup
(automatic)
Start
Setting Define the conversation Upfront noise Reporting &
(historical) Data cleaning
objectives universe classification reduction analysis
monitoring
schemes &
workflow
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42. Segment conversations into meaningful topics
CONVERSATION TOPICS
BRAND PRODUCTS COMPETITORS TOPICS
Issues Product a Competitor 1 Energy saving
PR Product b Competitor 2 Green energy
HR ... … ..
DEFINE AND/OR COMBINE
SUBTOPICS
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43. Automatic classification of conversations
Example of an automatic conversation classification scheme
applied to Samsung Benelux
PRICE PERCEPTION
FEATURES ANDROID SCREEN
GALAXY TAB
10.1 CAMERA …
BUYING INTENTION
REVIEWS
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44. Automatic classification of conversations
CREATING CLASSIFICATION
RULES BASED ON
…
price PROXIMITY
price
perception expensive
Galaxy tab 10.1 mentions
verbatim
NEAR
Price perception verbatim
cheap
cheaper
= store in dedicated category “Galaxy
Tab 10.1 – price perception”
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45. WHAT DO WE LEARN?
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46. Data & business insights
can’t be automated
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47. THANK YOU!
Kluwer Opleidingen
www.kluweropleidingen.be
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