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@jennyferwoods @willmcinnes Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC

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Page 1: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

@jennyferwoods

@willmcinnes

Social Media ListeningHow Social Listening is influencing Marketing

and Business decisions at the BBC

Page 2: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

There has never been more data available online:

Reddit posts per second: 197

Page 3: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

There has never been more data available online:

Instagram posts per second: 793

Page 4: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

There has never been more data available online:

Twitter posts per second: 6,000

Page 5: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

There has never been more data available online:

Facebook likes per second: 52,000

Page 6: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

• Track overall brand health

• Generate ideas for marketing campaigns

• Create content your audience craves

• Improve / enhance your audience experience

• Identify Influencers and advocates

• Drive strategic product decisions

• Crisis Management

Page 7: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Case StudyThe Missing

& Line of Duty

Page 8: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Aims

• Reach a Youth Audience• Achieve broadcast viewing

Objectives

• Generate ‘deep’ Engagement on Social• Harness Influencers

Page 9: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Core principles for ‘Deep’ Engagement

•Communication, not Broadcast •Authenticity•Timeliness

Page 10: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Broadcast Content V

Reactive Content

Page 11: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

The Reactive Strategy

Investigate with us

Page 12: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

The Process

Page 13: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Identify topics and sentiment

within Audience

conversation

Reactive Content Creation

Community Management

and Live

Influencer identification

Content Analysis

Page 14: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Identify topics and sentiment

within Audience

conversation

Reactive Content Creation

Community Management

and Live

Influencer identification

Content Analysis

Page 15: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Play-back

Page 16: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Tapping into the Zeitgeist

Page 17: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Answering Questions

Page 18: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Sharing UGC

Page 19: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Identify topics and sentiment

within Audience

conversation

Reactive Content Creation

Community Management

and Live

Influencer identification

Content Analysis

Page 20: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Organic Facebook Posts reach just 1-2% of your followers

The Lifespan of a Tweet is around 18 minutes

Page 21: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Live Community Management

Page 22: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Identify topics and sentiment

within Audience

conversation

Reactive Content Creation

Community Management

and Live

Influencer identification

Content Analysis

Page 23: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Influencers

Page 24: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Identify topics and sentiment

within Audience

conversation

Reactive Content Creation

Community Management

and Live

Influencer identification

Content Analysis

Page 25: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

Broadcast V Reactive

Page 26: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

The Intelligent Marketing Solution

Analytics ViziaAudiencesAnalyze conversations Understand people Share insights

BuzzSumoResearch content

Page 27: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

1300+ clients

97% customer satisfaction

400 strong engineering & services team

International New York/San Francisco/

Brighton/Berlin/Singapore/Paris

Page 28: Social Media Listening - d1ri6y1vinkzt0.cloudfront.net · Social Media Listening How Social Listening is influencing Marketing and Business decisions at the BBC. There has never been

@jennyferwoods

@willmcinnes

Thank You


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