learning from listening - utilizing social media monitoring
DESCRIPTION
The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.TRANSCRIPT
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Learning from Listening Online
Bob BarkerVP Corporate Marketing and Digital Engagement
Alterian
http://twitter.com/bob_barker
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Who am I?
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Marketing guy
Social Media &
Community
Marketing
Prod Mktg
Sales
Exec’s
HR
Brand &Positioning
PR andVideo
Website/onlineSEO & PPC
Social Media& Community
Community Strategy
Prof Services
CustomerSupport
Managed Services
HR
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Technology guy
Technology Brands I have worked for:
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Connectedness – the new MBA
–Power of profile–Power of connection
–Power of collaboration–Power of trust–Power of friendship–Power of Influence
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Influence - Robert Scoble (Scobleizer) effecton shareprice
Joins
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550On Facebook
450On Facebook
Societal and business change
1500On Outlook
50 on Facebook
750On Facebook
NotOn Facebook
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Social media is changing the way the world communicatesworld communicatesand it all starts with
listening...
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Listening tools – the 101 guide
Social Media Monitoring Tool
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How does it work?
Collect
Store
Social MediaWarehouse
Analyse
Engage
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You are not required to Blog or required to Blog or Tweet to use an
SMM tool
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Instant Market ResearchResearch
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Marketing Holy grail = understand what your
customers want
“Never before in the field of marketing
was so much known about so many by so few”
Marketers have never had it so good
many by so few”
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Is anyone actually talking about us talking about us
then?
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Volume of conversations
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Drill into the actual conversations
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Find your Customer’s expressing their Needs
…beyond Twitter
• Blogs• Flickr• Forums
• Build WOM• Organic SEO• Ward off crises
http://www.consumeractiongroup.co.uk
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But what is the competition up to?
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Compare with competitors
Do we need to increase increase our SM activity?
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Innovate with Industry & Competitive Insight
Find what you don’t know• Identify new markets and trends• Competitive strengths & weaknesses• Sentiment around competition
Create products that consumers want
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Show me the money
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Brandprotectionprotectionmechanism
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Are they being nice?
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Sentiment and Tone
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Influence Public Relations
Do opinions online matter?• Monitor volume, sentiment and trending topics• Customizable dictionary – to pin down real sentiment
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Show me the money
“We did not put the customer first”Toyoda, Sunday Times 28th March
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Identify your influencersinfluencers
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Who are these people who have the time to talk
about us online?
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Demographics
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And how influential are they?
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Where do they hang out?
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Auto Domains
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The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
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Create community
“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think
we can add value to the conversation. It’s not possible to participate in all of the threads, but there are
ways to identify which conversations are the most influential, which ones have the greatest reach,
and those are the one in which we’re most likely toparticipate. We've also created a consumer
advocate community as well as a platform that we’ll be launching in a few weeks to support their
activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
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What are the trends in what
people are saying?
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Author tags – Consumer’s perception of our brand
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Increase your SEO
Insight into consumers minds
• Theme clouds– Brand– Competitors– Industry
• Author tag clouds• Link building• PPC
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Understand the geographic spread of conversations – find new markets
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Show me the money
Fortune 500 consumer products company
discovered that over 75% of discovered that over 75% of its marketing spend did not
reach its most influential social channels
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
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But do they actually want to buy something?
Is it just talk?
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Identify, allocate the conversation, speak to them and add value
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Show me the money
A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations in social channels and conversations
as opposed to interrupting the conversation. Four months later, the
social channel territory sales comprised 10% of all sales.
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
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Conversations create transactions create transactions – people buy from
people
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8 Stages of Listening
• No objective at all• Tracking of brand mentions• Identifying market risks and opportunities• Improving Campaign Efficiency• Measuring Customer satisfaction• Responding to customer inquiry• Better understand customers• Being proactive and anticipating customers
Source: Jeremiah Owyanghttp://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-
stages-of-listening/
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Conversations Create
transactions
Influenceridentification
Instant brand
research
BrandProtection
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http://www.youtube.com/watch?v=InrOvEE2v38
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Once you have listened then its listened then its time to Engage
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Impact of Social Media on Sales Funnel
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A Community Based Approach
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Write Once Publish many
Tweet key takeaways
Repurposing content opens new points of distribution and has a
compounding effect on reach
Start a discussion
Chop into episodic blog posts
Deploy as formal release
Repackage as presentation
Add voice for video
Tweet key takeaways
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Asset deployment by SM channel
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Twitter deployment Schedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterianhttp://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SMmonitoriing guide your optimization – http://bit.ly/seoROI#AlterianSM2
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MicroBlog/Realtime Blog/Community Website/Surfers
Moving Towards a Holistic Web Presence
1. 2. 3.
Coffee ShopChat/Gossip/Tips/Links
LibraryReading/research/Education/Sharing
StoreLearning/watching/buying
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Its requires engagement technology and engaging people
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Your people need to get engaged on social media
“Ask not what your company can do for you ask what you can you ask what you can do for your company (and yourself)”
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Personal BlogsX
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Personal BlogsX
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Listening and engaging
• Listening rota’s by geography, by product
• Engaging in the conversation– Responding to blogs– Responding to tweets– Responding to tweets
• Participation– In Linked in groups– In Tweet ups– At events
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Next Steps
Use the tool Drill into the detail
Read the book Read the Report
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Value and ROI through listening
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty, awarenessawareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn
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And finally...