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Presentation at the North Ayrshire Council e-Biz Conference, 10th Nov. 2011
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ENERGISE2-0.COM
Social Media Listening
Dr Jim HamillAlan StevensonVincent Hamill
www.energise2-0.com
ENERGISE2-0.COM
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?
ENERGISE2-0.COM
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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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
