Social Listening Slides for Christina Garnett from Hubspot.

1. Social Listening
How to Understand Your Audience
For Successful Marketing
and Community Building
.

2. 1. Audience Intelligence and Social Listening
2. Tools
3. Strategy Canvas and Framework
4. Successful Community Observations
What are we discussing?

3. “Social listening is the process of monitoring digital
conversations to understand what customers are saying
about a brand and industry online.”
- TrackMaven

4. Why Should You Listen?
● Capture opportunities and missteps in real time
● Capture customer sentiment for you and your competitors
● Customer service opportunities
● Public market research - what does your audience like and dislike about your brand and/or industry
● Are your branded hashtags being used? Are they being used for content you don't want associated with
your brand?
● Are there possible influencers/micro-influencers already interested in your brand that could help your reach?
● Find possible PR opportunities/nightmares
● Performing social listening and looking at your competitors has one main purpose: Understand Your
Audience
● What makes the happy? What makes them comment or engage?
● Why do they choose you over someone else? Why do they choose someone over you?
● Think of social listening as ongoing market research.
● When you start a new relationship, the beginning is spent getting to know each other. Why aren't you doing
this with your audience?

5. Social Listening and
Audience Intelligence

6. - What does my brand offer? (product, service, industry)
- What social media channels do I have and where is my audience?
- What hashtags and keywords are associated with or could be related to my brand?
- What budget do you have available to use for this? (This will help you determine the best tools for
your needs)
- Who is in charge of doing this work? Do you have an escalation process in place should you find
something highly defamatory?
Getting Started With Social Listening

7. Evaluate Your Findings
- Do you see trends?
- What do customers love? Hate?
- Is there an opportunity to connect with your audience? Are there commonalities where you can
showcase that you care and can take action to ensure the negative experiences happen less often?
- Are there opportunities to create super fans out of your regular customers?

8. Toolkit

9. Strategy
Framework

10. What Are Our Key Principles?

11. Product
Acquisition
Contribution
Engagement
SPACES Model
Support
Success
Business
Value

12. Community
Observations

13. Observations of Successful Communities
Source: 3 Things We Learned from 750k Interactions in a Brand Community | CMX (cmxhub.com)
1. Shared interests foster connection
and growth
2. People will either participate
frequently or infrequently and you
need both types of members
3. Gamification works to encourage
members to participate

14. Thank you