How to use social media listening to understand and engage your customers

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  1. 1. SPECIALREPORTSSOCIALMEDIA HowtoUseSocialMediaListening ToUnderstandandEngageYourCustomers, AndInnovateYourBrand
  2. 2. Intro SOCIAL MEDIA SPECIAL REPORTS HowtoUseSocialMediaListening ToUnderstandAndEngageYourCustomers, AndInnovateYourBrand Thereisaninfinityvarietyofopinionsout there,andthereisnodenyingthevalueof socialmedialisteningandanalysis.Fromthe basictotheadvanced,therearenumerous waysofdoingthis,butalsothereisnodenying thatthemostefficientwayisthroughofasocial medialisteningtoolforaproductor service. PAGE 1
  3. 3. SOCIAL MEDIA SPECIAL REPORTS Howmanyconversations? PAGE 2 1 Social Media Analytics tools are essential not only because of the volume of comments and mentions about a brand or product, but also because it helps us to know how those entries are spread over a period of time. Socialmetrix Echo monitors and reviews major traditional media and major websites for their online editions and user-generated content. It captures new sources of information for (from?) each person by identifying the exact dates that comments or publications are made, and then presenting them in chronological order, as opposed to ordering them by the moment each entry was indexed by search engines. Not only is it important to understand how many conversations are happening across social networks, forums or blogs, but also when, why, and where they are happening. Is there a particular day/time period when conversations pick up? This could be related to an online sale, a media story, and/or a post on your own social media channel. By knowing the answers, youll be able to learn what your customers like and dont like. Howmanyconversations Where ParticularDay/TimePeriod? Volume Number When WhyKeys
  4. 4. Howdoesthesentimentappear?2 Sentiment RefiningaStrategy BuildingContent BrandReputation Positive Negative Neutral ObjectiveKeys SOCIAL MEDIA SPECIAL REPORTS PAGE 3 Nowthatyouknowhowmanyconversationsarehappening,itsimportanttothinkaboutwhetherthose onlinementionsarepositive,negative,neutralorobjective.Again,wecanlearnaboutthepositiveand negativecommentsthatouraudiencehavechosentopostabout,andthatwillhelpmassivelywhen refiningastrategy.Afterall,youraudiencearethepeoplethatyouresellingto,buildingcontentfor,and attemptingtoappealto. ASocialMediatoolmustIdentifyhowpeopleexpressthemselvesonline;findoutiftheylove,hate,orfeelneutralaboutyour brand,products,andcampaigns;anddeterminetheirimpactonyourbusiness. SocialmetrixEchowillallowyouranalysis tobemoreassertiveandyourdecisionstobemoreeffective.
  5. 5. SOCIAL MEDIA SPECIAL REPORTS PAGE 4 Whataretheconversationsabout?3 WhatArePeopleTalking? Influencers Topic InsightsKeys AnalysisOnMultipleLevels Branding Whatarepeopletalkingaboutwhentheymentionyour brand,productorservice,andisthissomethingthatis actionable(e.g.possibletochangewithinyourbusiness)? Sometimesyoumightwanttoconsidertheinfluenceofthe individualsopinion,butthatsawholedifferentpost.Inan idealworld,youwouldwanteveryonetobehappy, regardlessoftheirfollowernumbers.So,itsimportantto taketimetoconsiderwhatspossibleorwhatssnot. InSocialmetrixEchoyoucansetthemesthatalreadyhaveidentifiedaproductforwhichyouwanttoknowwhypeoplehave morepositiveornegativereviewswithmoreorlessvolume.Thisfacilitatesanalysisonmultiplelevelsandletsyougain deeperinsightsintohowonlinechatterisimpactingyourbrandandcompany.
  6. 6. SOCIAL MEDIA SPECIAL REPORTS PAGE 5 Whatarethemajortrends?4 ShareofVoice Creativeideas ThemesDialog Trends Topics CrisisDetection CrisisManagementKeys Asidefromindividualconversations,asmentionedabove,therewillalsobetopicsthatwillbepopular withintheconversationaldata.Theseareoftenmasssharesofanewsstory,butallthesame,theyare goodtoknowabout.Othertimes,youmayfindthatagroupofcustomerswillhavesimilarissues,e.g. websiteaccess,IcantuseXswebsite.Itsterrible,ormassretweetingofanegativecomment.Social medialisteningisusefulinthisinstanceforidentifyingaproblemandreactquickly. ASocialMediatoolmusthelpyoutoevaluatereactionstoyour differentactions(posts,videos,enquiries,productrelease)andto understandwhatcontentisconnecting,whichcreativeideasare working,whatcontentformatworksbetter,andwhatmessagesare creatingbuzz. SocialmetrixEchoallowsyoutoidentifyissuesandtrendsthat emergeinthesameinteractionbetweenpeopleinsocialnetworksof thesebrands,whichwecallthemesdialog,whichallowsyouto identifyissuesthatemergearoundthebrandsthatyouanalyze.
  7. 7. SOCIAL MEDIA SPECIAL REPORTS PAGE 6 Whereonlinedotheconversationsoccur?5 SocialChannelStrategy WhichAuthorsAreTheMostActive WhereConversationsArePakingPlace WhereYourAudienceTalksAboutYourBrandKeys Socialmedialisteningtoolswillshowyouwhereconversationsaretakingplace.Soif90%ofcomplaints occuronTwitterbutyouputallyourresourcesonYouTube,yousimplywontbeabletoeffectively respondtothem.Knowingwhereyouraudiencetalksaboutyourbrandcanbeakeysourceforbuildinga socialchannel/presencestrategy. SocialmetrixEchoscustomizablefilterscanorganizeinformationby brand,product,sentiment,comment,andsourcetypes.Withsource types,youwillhavesourcesthathavemorementionswithinbrands, products,themesandfeatures.Thesesourceswillbethemetricthat allowscustomerstoidentifywhichsocialnetworksyieldthemost negative,positive,andneutralreviews.Andalsotoseethese opinions,andwhichauthorsarethemostactive.
  8. 8. PersonalityOfYourAudience WaysToEngageWithYourAudience MapYourAudience Advocates Detractors Commentators AreTheySayingGoodThingsOrBad?Keys SOCIAL MEDIA SPECIAL REPORTS PAGE 7 Whoarethecommentators?6 Knowingwhoistalkingaboutbrand,productorservicecanhelpyoutomapyouradvocates,detractors andcommentators.Isthereapersonthatmentionsyourbrandmostoften?Aretheysayinggoodthingsor bad?Wouldyouliketoencouragetheircontentorcorrecttheirfactuallyuntruerants?Orwouldyou simplyliketobuildalistofpositivecommentatorsforafuturemarketingcampaign?Identifying individualsandcommentatorsisagreatwaytounderstandmoreaboutthepersonalityofyouraudience too. AgoodSocialMediaToolmustprovidefeaturesthathelpyouto identifykeyinfluencerstohelpgrowyouronlinepresence. SocialmetrixEchoprovideswaystoengagewithyouraudience bygettingdetailedinformationaboutitssentimentandthelevel ofengagementthatithaswithyourbrandandproducts. SocialmetrixEchotellsyouwhoisleadingtheconversationin yourdifferentsocialmediachannels;suchasFacebook,Twitter, Google+,YouTube,blogs,forums,andtraditionalmediaonline, thusenablingyoutofindadvocates,detractorsand commentatorsofyourbrand.
  9. 9. SystemForAuto-DetectRegions Geolocation WhereArePeopleSayingThingsAboutYourBrand? BuildingAMapOfOnlineConversationsKeys SOCIAL MEDIA SPECIAL REPORTS PAGE 8 Wherearetheconversationshappening?7 Literally,wherearepeoplesayingthingsaboutyourbrand,productorserviceacrosstheglobe?Imagineif therewasalargecommunitybasedinMiamithatisobsessedwithyourbrand,orifthepeopleinSo Paulowereverynegativeaboutyou.Wouldn'tyouwanttoknowthis?Andwouldn'tyouwanttoknow whytheyfeltthewaytheydid?Byanalyzingthistypeofdata,wecanbuildamapofsalesvs.online conversationsandspotgapsinourmostprominentmarkets,orbuildoutdoorcampaignswhenthinking aboutperceptionchange,forexample. AsotherSocialMediametrics,thegeolocationisnotastandard metric,dontfollowameasurementrecipe. TheSocialmetrixEchosystemforauto-detectregionsallowsto obtaintheinformationofgeographicallocalizationforTwitter users.
  10. 10. About Socialmetrix About theAuthor Socialmetrix is a pioneer company in social media analytics with large corporate clients in more than 10 countries. We have been developing and providing technology to harness the power of social business intelligence since 2008. Our mission is to deliver our clients the best social media analytics solutions, as a means of combining product technology, local expertise, and professional services. Marketing and Technology Executive with more 8 years of experience in Companies with international recognition: Vivo, Sony Ericsson, Atento, HP, Stefanini, SAP, and actuality is Marketing head at Socialmetrix. Jose have developed Marketing Strategies oriented to market needs and Business interests, contributing to the growth of the company's image and speech, focused on the KPIs and pain solutions. Check out our blog to be up to date in social media SocialMediaAnalytics Formoreinformation GetthelatestSocialMediaTrends Ifyouneedanyhelpwithyoursocialmedia monitoringpleasecontactusat socialmetrix@socialmetrix socialmetrixinfo@socialmetrix.com SPECIALREPORTSSOCIALMEDIA