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Slides presented at the Listen session of the Glasgow for Business: Social Media Day event held on 8th November, 2011 in Glasgow, Scotland.
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ENERGISE2-0.COM
Get Ready to Listen
Alan Stevenson@ast3v3nsonwww.energise2-0.com
November, 2011
ENERGISE2-0.COM
Why Listen?
Social Media is a conversationnot a broadcast platform
Conversations are taking place relevant to your brand – are you listening?
ENERGISE2-0.COM
Social Media Listening
Search and Relevance FiltersPlatforms and Channels
Brand
mentions
Collect
Actionable Insights
competitors
New products@replies
“I thought it
was
great…”
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..”
ENERGISE2-0.COM
5 Key Steps to Effective Social Media Listening
But first the Business Benefits
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Business Benefits
Listening provides business benefits: – 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 Sales and Marketing. New prospects, customer and market
opportunities. – Improved Performance Monitoring. Support a 6Is approach.
ENERGISE2-0.COM
1. What
• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– Geography/Location
• Local• Regional• National• International
ENERGISE2-0.COM
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
ENERGISE2-0.COM
Tools are available to help
ENERGISE2-0.COM
Tools are available to help
ENERGISE2-0.COM
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
ENERGISE2-0.COM
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?– 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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