Social Media Listening and Online Audience Profiling
You don’t have to leap into social media to listen
• Gain a deep understanding of your target’s attitudes and behaviors
• Explore data and dialogue that reveal feelings and perceptions in real time
• Discover actionable insights that guide:– Business Strategy– Marketing– Messaging– Sales and Profitability
Internet and social media listening process
SegmentationTracking,
Monitoring,Analytics
Applied Listening
Subject Matter Expert
- What is the audience searching? - Where do they go for information? - Who has profiles worth following?
- Who has the greatest value?- Participants- Influencers- Advocates- Why? What are segments sizes? Where are they?
- What do they want to know? - When do they decide?- How are they influenced? - Who do they trust?
- KPI’s (Key Performance Indicators - Actionable Dashboards - Monthly reporting to keep strategy on track
Trends and Profiling
The person who does
the analysis and insights
Month #1 Month #2 Month #3 On-going
Examples of reporting, insights and results
Stage #1: Trends and ProfilingFor a major manufacturer of pajamas, internet search showed what’s
hot, what’s not and when interest peaks. It guided all marketing.
Stage #2: Segmentation
Spasm Spammer: Generates automated content on muscle spasms; has 7 followers
Influencer: Pediatrician in Israel with a large following; a credible voice
For a healthcare company with a treatment for infant spasms, influencers were segmented from spammers
Stage #3: Applied ListeningFor a food product, advocate recipe bloggers were found; and a
blogger relations program was created that catapulted sales
Example of KPI dashboard for CPG company that guides decision making
• Former Omnicom EVP/Chief Strategy Officer
• President, BarnRaisers, digital marketing company using proven relationship principles and ROI
• MBA Faculty at Rutgers CMD and University of California; teaches Social Media and Internet Audience Profiling
• Author, 166 Case Studies Prove Social Media ROI, downloaded 95,000+ times, and Strategic Digital Marketing (co-author)
Proven digital marketing expert does the work
9
Rob Petersen
Ready to start listening? Contact:
Rob PetersenPresidentBarnRaisers5 River Road, Suite 205Wilton, CT 06897P 203.594.1701C [email protected]://barnraisersllc.com
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