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Listen, Learn, Earn: We Are Social's Guide to Social Listening

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Every day, people share billions of public posts across social media, and every one of these updates – no matter how innocuous – offer marketers valuable insights into people’s attitudes, beliefs, behaviours, and habits. This guide explains how you can find relevant conversations, and analyse them to deliver bottom-line value for your brand.

Published in: Social Media, Business
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Listen, Learn, Earn: We Are Social's Guide to Social Listening

  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 We Are Social @wearesocialsg • #ListenLearnEarn • 29
  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
  59. social •social •!we are social •! we are social social •! we are social •! we are social •! we are social •! we ! we are social •! we are social WE ARE SOCIAL’S LISTENING are social CHEAT •! we SHEET are we social •! we •! are social BRAND NAMES •!we social •! we social (E.are G. COLGATE) are are social •! we are GENERIC PRODUCTS social (E.G. •TOOTHPASTE, ! we TOOTHBRUSH) we are social we INSIGHTS •! social •! BENEFITS we are (E.G. CLEAN are TEETH, social FRESH BREATH) •! we social •! we are social COMPETITORS (E.G. ORAL B, SIGNAL, SENSODYNE) are social •!are SUBSTITUTES & PARALLELS social (E.•G. ! we GUM, MOUTHWASH) social •CATEGORY ! we are TOPICS (E.G. ORAL CARE, DENTIST, TEETH) PURPOSE OR PROBLEMS (E.G. CAVITIES, TOOTHACHE) social are social •! we are social •! we INFLUENCERS social •! we •!we are are social •! we are social we we are social are we are social •! social •! we are social •! we are INNOVATIONS social •! social •! social •!we are social •! are are social •! we are social •! we we WHO IS TALKING? ARE THEY INFLUENTIAL? social WHAT ARE THEY SAYING / TALKING ABOUT? social •! we are •WHAT KIND OF MENTION IS IT? social (E.G. COMPLAINT) •! we are HOOTSUITE are social WHERE ARE THEY we SAYING are IT? (CHANNELS & LOCATIONS) social •! we TOPSY are WHEN social ARE THEY •!SAYING IT? (TIMES •! we & OCCASIONS) are TALKWALKER WHY ! ARE we THEY are SAYING social IT? (MOTIVATIONS & EXPECTATIONS) TWAZZUP social WHO •ELSE IS INVOLVED IN THE CONVERSATION? we WHICH ELEMENTS ARE ENGAGING OTHER PEOPLE? HOW MIGHT THE CONVERSATION IMPACT THE BRAND? are social •!we are social •! we are social •! we are social social •! we are social •! we are social •! we are social we KLOUT social social FOLLOWERWONK •! we are are social •! we are TRENDSPOTTR social we social •! we are we are We are social •!social •! we are are social •! Are Social are •! we @wearesocialsg • #ListenLearnEarn are social • 59 social •! we are social social •! we
  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

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