Digital Glasgow Day 2 Session 2 Social Media Listening to Support Internationalisation

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Social Media Listening to support Internationalisation

Alan Stevensonwww.energise2-0.comwww.twitter.com/ast3v3nson

October, 2012

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Why Listen?

Social Media is a conversationnot a broadcast platform

Conversations are taking place relevant to your internationalisation plans – are you listening?

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Social Media Listening

Search and Relevance FiltersPlatforms and Channels

Brand

mentions

Collect

Actionable Insights

competitors

New products@replies

“marke

t

experie

nce…

”

Events assigned to the Social GraphCategorisation and Tagging

Process

Mention Volume and ImportanceDemographics and Timing

Sentiment and Emotion

Analyse

#noise

@clogger

Irrelevant

comments

“had a terrible

experience…” staff

RT: check out this video

RT: noise to be ignored

PR: Broadcasting

postsIrrelevant

channels

More noise

comm

ents

Source: Energise2-0

“I’m walking the

dog…”“X-Factor is

Great..”

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5 Key Steps to Effective Social Media Listening

But first the Business Benefits

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Business Benefits

Listening provides business benefits: – International Market Knowledge and Intelligence. Where your

customers, partners, competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their

influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects.

Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for

incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation

issues. – Improved International Sales and Marketing. New prospects,

customer and market opportunities. – Improved Performance Monitoring. Support a 6Is approach.

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1. What

• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– Target markets

• Geography/Location– Local– Regional– National– International

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2. Where

• Where are the relevant conversations taking place?

• What tools are available to help?

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Tools are available to help

• No or low cost tools such as…– Google Alerts, Yahoo Pipes, Social Mention, Topsy,

IceRocket, Blogscope, Blogpulse and ViralHeat

• More expensive and sophisticated tools such as…– Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and

Meltwater Buzz

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Social Mention

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Social Mention

• Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions

• Sentiment: is the ratio of mentions that are generally positive

• Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors)

• Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions

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Topsy

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Tools are available to help

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3. Set Up your Listening System

• Set up a customised Social Media Listening System to deliver:– the right information – to the right people – at the right time – in the right format

• But remember…– Think strategically

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Needn’t be complex

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Proprietary tools exist also

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4. Ask - So What?

• Information is not knowledge• What are the results telling us?• Analyse and develop ‘Actionable Insights’ • Is this…

– Something I should share with others?– Market insight?– A reputation issue?– A sales opportunity?– A new network contact or potential influencer?– An indication of where we should develop?– A bell-weather on how we are doing?– An indication of what our customers are feeling?

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5. Consider your Response

• And Finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan

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Thank You and Questions

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Dr. Jim Hamill Alan Stevenson

www.energise2-0.com

October, 2012