Listening 2.0

Mike MoranCo-author of Search Engine Marketing, Inc.Author of Do It Wrong QuicklyAuthor of Do It Wrong QuicklyChief Strategist, Converseon

What are they saying about you?

SOCIAL NETWORKSWIKIS

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING Twitter: 17 million visiitors in april 2009

Facebook: 200 million

YouTube:82.2 million viewers (2008)

The Conversation

WIKIS

PHOTO SHARING

BLOGSMAINSTREAM MEDIA

Facebook: 200 million

SOCIAL MEDIA NEWSAGGREGATORS

Wikipedia: 59 million visitors(May 08))

Why is it important to listen?

• “The direct, unfiltered, brutally honest nature of much online discussion is gold dust to big companies that want to spot trends, or find out what customers really think of them.”– The Economist, March 2006

• “As control of a brand’s marketing messages—and, indeed, its very

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• “As control of a brand’s marketing messages—and, indeed, its very image—migrates from traditional media to social media, companies need to become increasingly adept at paying attention to how they're being perceived inthe online world.”– The Aberdeen Group, February 2008

How is listening changing?

• Listening is yielding insights, not just data

• Listening is producing action

Insights

Action

3.0• Listening 3.0 is around the corner

3.0

Insights, not just data

VolumeWord counts/tag cloudEntry timelineHigh-level topics

1.0 Monitoring

2.0 SentimentTopics and subtopicsVoices/participants

Insights

High-level topicsVenue analysisInfluenceDrill-down to entries

2.0 Mining

Voices/participantsKey influentialsIncident-level reportingCustom reporting elementsHuman analysis

Sentiment analysis shows opinions

Top 5 Tech Pundits in Smart Phone Conversation

Blog URL Net Sentiment (toward Brand)

Rank Traffic

Engadget A Venue falls in the top 1% of highest trafficked, most influential sites

Insights

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Gizmodo AVenue falls in the top 1% of highest

trafficked, most influential sites

Electronista BVenue falls in the top 10% of high

trafficked sites

UberGizmo BVenue falls in the top 10% of high

trafficked sites

Switched CVenue falls in the bottom 90% of

trafficked sites

Automated listening misses sarcasm Insights

“Oh, the iPhone is a beautiful girl, no doubt.”

The automated sentiment analysis failed to identify the sarcasm and coded the entry sarcasm and coded the entry as positive for iPhone, while failing to understand the author was actually saying there was no value for the iPhone beneath its flashy exterior

Automation misses multiple ideas“I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the Treximet in the desk, untouched.”

“For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for years, and felt surprised to see the very same

Insights

“…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear. That was four hours ago.”

for years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me...”

Automated systems typically mark this conversation as negative

Blog.lazyharpy.com, published on 18-02-2009

How do conversations relate? Insights

All Credit Card Brand Rewards Conversation Topic Relationships Feb-March 2009

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Listening must cross the organization Action

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Insights / Creative BI / Market Research

EnterpriseEnterprise

Enterprise listening is needed Action

PR / Corp Comm / IRConversation Monitoring

Customer Service

Media PlanningConversation Planner

CampaignEffectiveness

EnterpriseListening Solution

EnterpriseListening Solution

+ consistent methodology+ consistent data+ custom configuration

+ consistent methodology+ consistent data+ custom configuration

North AmericaNorth America

PRPRMarket

ResearchMarket

Research

EnterpriseEnterprise

Across geography, too Action

South AmericaSouth America

AsiaAsia EuropeEurope

CorporateComm.

CorporateComm.

Customer Service

Customer Service

EnterpriseListening Solution

EnterpriseListening Solution

+ consistent methodology+ consistent data+ custom configuration

+ consistent methodology+ consistent data+ custom configuration

Workflow distributes insights Action

Workflow also allows engagement Action

Next: Cross national languages

• Those who need to know can’t speak every language

• Machine translation crosses the gap

• Automation will be augmented with human beings at first

3.0

with human beings at first

Next: Calculate return on investment

• How many people who viewed the message eventually bought something?

• Of the people who saw

3.0

• Of the people who saw this message, are they more or less likely to buy from us?

Next: Predictive modeling

TrafficConversion/Analytics

Sales Brand Tracking

3.0

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Conversation Mining

Traffic

Listening 2.0

Mark KovscekSenior Vice PresidentVivaKiSenior Vice PresidentVivaKi

How is VivaKi using Listening Solutions?

Content Development

At The Core… Dashboards Top 5 Use Cases

Consumer and Brand Insights

Performance Measurement

Consumer Engagement

Media Planning

Program Strategy

Social Media Strategy

What are we looking for in Listening 2.0?

• Control

• over data accuracy and precision

• over sentiment and influence scoring

• over size of solution

Integration • Integration

• of imagery

• of multiple data sources

• Rich visualization experiences

• Global reach and consistent approach

How are we managing the execution?

Content Development

Consumer Engagement

Match the Business Objectives with…• Insight

• Measurement

• Engagement

• Operations

• Sampling

Tech

nolo

gy

Consumer Engagement

Media Planning

Program Strategy

Social Media StrategyAn

alyt

ics

Reso

urce

s

• Sampling

• Monitoring

• Mining

• Analysts

• Practitioners

• Consultants

What does this look like?

Content Development

Consumer Engagement

Media Planning

Program Strategy

Social Media Strategy

Do these things better… by knowing these folks better… to optimize the purchase funnel.

…in an increasingly complex environment…Data is proliferating

What do consumers think and what do they do?

Do consumers think differently because of what I do and say?

Can I better anticipate their behaviors?

People are in control

Efficiency is demanded

INSIGHT

MEASUREMENT

FORESIGHT

Building Insight, Measurement, Foresight

Audience ListeningSearch

SiteSpend

1

2

Market Research

Display

Video

Addressable

Performance

Mass

3

4

Market Research

Listening 2.0

Pauline OresMarket Insights, Principal ConsultantSocial Insights PracticeSocial Insights PracticeIBM Corporation

Social Media Research vs. “Listening”

• Social Media Research has become quite sophisticated, but research doesn’t guarantee the investment will result in business value unless– Information is conveyed to someone who can absorb, process and

formulate a response – it’s really hearing vs. listening– Someone somewhere takes action – which doesn’t always require

external social interaction, and might only impact internal activities– Research is informed by community knowledge – GIGO – garbage in,

garbage out

Social Research, Engagement, and Marketing

• Social Engagement is often focused on “feeding the funnel” –which of course already has optimized tools, tactics and analytics designed for that purpose

• This activity may or may not add meaningful value given the investment, but why not also consider the unique value social investment, but why not also consider the unique value social research and engagement has to offer, improving – Business processes– Content search– Locating the right resource– Messaging– Product development– Customer service

Social Research: Extracting the Most Value

• Research isn’t enough – to ensure we extract the most value from our investment we also need to– Develop internal communities that align with external activity, which

may involve working with teams in different departments, with different roles in different divisions

– Coordinate and track who at our firm is engaged, who said what to – Coordinate and track who at our firm is engaged, who said what to whom, who manages what relationships, etc.

– Consider how to get the right information to the right team on an ongoing basis – as volume increases ad hoc methods won’t scale

The Three Things That Matter Most

• People, people, people– Research

• Start with the self-defined definition of the group – standard poodle owners vs. pet-food shoppers

• Not enough to provide business terms, competitive terms – also need to consider informal terms – what do they call itconsider informal terms – what do they call it

– Engagement• Think of the group, vs yourself, first, and consider how you can be of

service, and provide meaningful contributions• Commit to “being in sync” with the market – be willing to reconsider

marketing approach, content development and offerings, it can be about joining and taking their lead

Questions?

• Get more information on Listening 2.0• Get more information on Listening 2.0

• Get Converseon’s upcoming free white paper

• Send an e-mail to: info@converseon.com