Social Media Listening

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Social Media Listening

Dr Jim HamillAlan StevensonVincent Hamill

www.energise2-0.com

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Social Media: The State of Play

Where are we with social media?

What progress has been made?

Where are we going?

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What road are we on?

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Our View on Progress Made

Interest and enthusiasm has grown rapidly

Channels are being set up

But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI

A broadcast mentality prevails…….

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Is there something fundamentally wrong with our approach to Social

Media in Scotland?

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Something Wrong…..

Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?

Is anyone listening anymore?

Have the rules of businesschanged?

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Be Social

New ‘mindsets’ are required to be successful in social media

‘BE SOCIAL BEFORE DOING SOCIAL’

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Be ‘Customer Led’

Talking WITH rather than AT your customers is the core foundation of a successful social media strategy

The basis of a good conversation is to listen first

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The Five Key Things to Remember about Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ Internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

Marketing as a conversation; two-way dialogue

Conversations are already taking place on the cloudrelevant to your business – are you listening?

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3. Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell youto ‘flock off’.

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5. The End of Business as Usual

New ‘mindsets’, new business approaches and new performance measures are required

NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe

This is something we are not very good at doing. We prefer telling people how good we are

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and

network relationships

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‘Getting There’

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Avoiding the Road to Nowhere

Listen first then……‘Social Media Planning Pays’

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Get Ready to Listen

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Why Listen?

Social Media is a conversationnot a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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Social Media Listening

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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..”

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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: – 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.

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1. What

• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– 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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Tools are available to help

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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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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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Social Media Planning Pays

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Social Media Strategy and Action Plans

• Use a simplified Balanced Scorecard approach to social media strategy development and implementation

• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects

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Develop a Strategy

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• What are the key actions and initiatives you need to take?

• Organisation, resource and people issues

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Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions

Organisation People Resource

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Potential Business Benefits of Social Media

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)

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‘Be Customer Led’

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Be Customer Led

• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle?

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www.mashable.com

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Thank You

Talk with us

www.energise2-0.com

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A note on Inbound Marketing

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Inbound Marketing

Spread your content as widely as possible to get found

Pull people to your web site, blog etc

Flood your ‘funnel’ with suspects

Analyse and Convert

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Inbound Marketing

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Inbound Marketing

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What’s wrong with this approach?

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Drowning in an Sea of Noise

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Our Response

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The Customer Manifesto

We are not sales suspects, prospects or leads. We do not want to be converted

We are no longer an ‘audience’We are people. In fact, ‘We Are The People’

We are your customers and we are King! Social media empowers us. We control the Information Age.Welcome to our world, not yours!

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The Customer Manifesto

Don’t treat us like passive sheep waiting to be driven to your web site or blog

Use social media to deliver exceptional Customer Experiences

That way, we will become brand advocates and ‘spread the word’ for you

Our network will listen more to us than you

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We are the Children of the Revolution