smart ears: social media monitoring for strategic business decisions
TRANSCRIPT
SMART EARSSocial Media Monitoring forStrategic Business Decisions
Arienne Holland, Communications Director | @RavenArienne | #explore
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
“There’s a reason God gave us two ears and only one mouth: listening is twice as important as talking. “But he gave us 10 fingers … he must really want us to poke things!”
— Kenneth, 30 Rock
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1)It’s proactive,not reactive.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2)It drives
better business decisions.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
3)It requires
thought, timeand tools.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1)It’s proactive,not reactive.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
Strategy:Monitor more than vanity.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
“Listen up Fives,a Ten is speaking.”
— Jenna, 30 Rock
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
Not necessarily this …
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
… more like this.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
Strategy:Go where your
people are.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
1) It’s proactive, not reactive.
Bob could set up aTwitter account for his auto parts
supply business …
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
… or Bob could investthe same time in auto forums,
where thousandsare asking for help.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2)It drives
better business decisions.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2) It drives better business decisions.
Strategy:Use words real
people use.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
“Remember everyone, just don’t be yourselves.”
— Jack, 30 Rock
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
It may be as old as Zagat …
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
… but mine forums, feedback and surveys to find those real words
for your marketing.
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
@RavenTools | | #explore
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
“Understandinghow customers see things
is important.”
— Maura Ginty, Autodeskvia TopRank blog
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2) It drives better business decisions.
Strategy:Teach the waypeople prefer.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
@ZAGGdaily’s invisibleSHIELD
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
ZAGG developed new productsthat people needed to learn …
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
… and discovered video was best.
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
So did Sony.
@RavenTools
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2) It drives better business decisions.
Strategy:Verify product
decisions.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
Bacardi Dragon Berry+ mango
+ St. Germain+ white cranberry juice
+ jalepeño
= Ugh. But why?
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
The too-spicy culprit?
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2) It drives better business decisions.
Strategy:Beat competition
to market.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
Zooey’s nails were fun …
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
… but criticized for being sloppy.
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
Maria could offerto do it better.
Or she could teach a DIY class …
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
2) It drives better business decisions.
… that turns into a nail-art series.
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
3)It requires
thought, timeand tools.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
3) It requires thought, time and tools.
Get advice …
“It is good to rub and polish our brain against that of others.”
— Michel de Montaigne
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
SMART EARS
3) It requires thought, time and tools.
… but think independently,too. That’s how you
stand apart.
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
“So what’s your religion, Liz Lemon?”
“I pretty much just do whatever Oprah
tells me to do.”
— Tracy to Liz, 30 Rock
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
RecapSMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
1) It’s proactive, not reactive.
Monitor more than vanity.
Go where your people are.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
2) It drives better business decisions.
Use words real people use.
Teach the way people prefer.
Verify product decisions.
Beat competition to market.
SMART EARS
@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore
3) It requires thought, time and tools.
Get advice, but use your own brain.
Invest time wisely.
Find the right tools for you.
SMART EARS
THANKS FOR LISTENING
Arienne Holland, Communications Director | @RavenArienne | #explore