Social Media Marketing: Listening

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Part of a seminar I organised with the Expertgroup Digital Marketing in Brussels early 2010. It holds a Belgian / Flemish view on social media marketing.

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Dia 1

Social Media MarketingListening'Using social media to market your business is a good idea. Just don't plan on getting your whizkid nephew to do it for free.'- BusinessWeek

Niets te zien? Klik dan op volgende link: http://www.youtube.com/watch?v=fshZCWLxzeQ Numbers

Numbers

Listen and AnalyseListen before you speakAnalyse what you hearBase your strategy on your analysisDo you really need social media?If so, which social media?If so, what are your goals?Product improvement?Notority?Direct Sales?Trial and error (see: Teen Sex)

Whom are you listening to?Its not because they dont shout, you dont need to listenCfr: the Social Technographics Ladder from The Groundswell by Forrester.http://groundswell.forrester.com

CreatorsPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themThe Social Technographics LadderCreators make social content go. They write blogs or upload video, music, or text.Groups include people participating in at least one of the activities monthly.CreatorsCriticsPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiCritics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.Groups include people participating in at least one of the activities monthly.The Social Technographics LadderCreatorsCriticsCollectorsPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiUse RSS feedsAdd tags to Web pages or photosVote for Web sites onlineCollectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.comGroups include people participating in at least one of the activities monthly.The Social Technographics LadderCreatorsCriticsCollectorsJoinersPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiUse RSS feedsAdd tags to Web pages or photosVote for Web sites onlineMaintain profile on a social networking siteVisit social networking sitesJoiners connect in social networks like MySpace and FacebookGroups include people participating in at least one of the activities monthly.The Social Technographics LadderCreatorsCriticsCollectorsJoinersSpectatorsPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiUse RSS feedsAdd tags to Web pages or photosVote for Web sites onlineMaintain profile on a social networking siteVisit social networking sitesRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviewsSpectators consume social content including blogs, user-generated video, podcasts, forums, or reviewsGroups include people participating in at least one of the activities monthly.This groupis under-estimatedThe Social Technographics LadderCreatorsCriticsCollectorsJoinersSpectatorsInactivesPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiUse RSS feedsAdd tags to Web pages or photosVote for Web sites onlineMaintain profile on a social networking siteVisit social networking sitesRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviewsNone of the aboveInactives neither create nor consume social content of any kindGroups include people participating in at least one of the activities monthly.The Social Technographics LadderCreatorsCriticsCollectorsJoinersSpectatorsInactivesPublish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post themPost ratings/reviews of products/servicesComment on someone elses blogContribute to online forumsContribute to/edit articles in a wikiUse RSS feedsAdd tags to Web pages or photosVote for Web sites onlineMaintain profile on a social networking siteVisit social networking sitesRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviewsNone of the aboveGroups include people participating in at least one of the activities monthly.Taken together, these groups make up the ecosystem that forms the groundswell.

By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.The Social Technographics Ladder

Base: European online consumersSource: European Technographics Benchmark Survey, Q2 2008The Social Technographics Ladder

Copyright: Havovubu - http://www.flickr.com/photos/havovubu/Join the CrowdWhich Media are Social?WorLd of Mouth (The Conversation Manager)Take Social Media in a broad senseIts about the beer, not the pub: the platform is no more than a pub: popularity changes, but the beer stays the same.Next to Facebook and Twitter, youll find forums, blogs, websites, (I call it internet+)You cannot just listen partiallyGoogle SearchIn case you never did it, do some Google searches on your brand or other relevant keywords. Google is now indexing Facebook Status UpdatesGoogle SearchTake a look at the options Recent results instead of most relevant results (when youre facing a crisis e.g.)

Just for fun: check out the Wonder Wheel

Google News

http://news.google.com/

Google Blogsearch

http://blogsearch.google.com/

Google Alertshttp://www.google.com/alerts

Your brand name Products Trademarks Competitors Clients CEO Google Alerts

Google AlertsInput for your profile / Page

Google AlertsJoin the discussion / restore mistakes

Socialmention

FacebookUse real people for Profiles (not your brand name).Get friendsJoin some relevant Groups and PagesFacebook Search:Updates: only results from your own friendsGroups and Pages: all results Search for your brand and competors (// Google Alerts)Events: all resultsFacebook Updates are now indexed by Google and Bing.Conversation is Key (see presentation by Nick)Think about the Spectactors (zee The Groundswell)Facebook

Twitter

140 characters tweets + retweets- @-replies- Real time feel a lot of marketeers

meer How-to filmpjes over Twitter vind je op YouTubeTwitterHashtags url-shorteners (like bit.ly)tweets are temporaryTwitter SearchReal Time SearchSelect all languages in Twitter Searchhttp://search.twitter.com/search?lang=all&q=zoektermTweets are now added to the Google Index

TweetdeckTwitter is a very open platform with a lot of applications.Tweetdeck is one of the most popular apps. Also available for smartphones.

What elseThere probably are platforms/websites that are very relevant for your specific brand. Monitor them too:Travel: tripadvisor.comFinance: spaargids.beGoogle ReaderLets you automate through rss-feedsUse the orange iconHow to use Google Reader?Niets te zien? Klik dan op volgende link: http://www.youtube.com/watch?v=PvKFP67GwSYGoogle Reader

Andere toolsTwithawkMonitterGrotere platformen:Radian6SM2Zijn vaak geavanceerd en betalend.Ideaal voor je tweede stap, of voor grote merken.Best contact opnemen met een bureau voor de implementatieCase: Rabobank.beOn December 31st an error occurred leading to a miscalculation of the taxes Rabobank.be had to deduct on the payable interest.50% (about 75.000) of the clients were affected.Intrest payment started on December 31st at around 7pm.

05/03/20103805/03/201039

First reaction at 9.22 PM05/03/201040

Some people do this at night05/03/201041

Rabobank.be reacts at 10am on 1st January 05/03/201042

After thereaction the tone changed from very negative to rather positive.So what happened next05/03/201043Rabobank.be received 87 reactions + 5.702 readersWhilst the tone was very aggressive in the beginning, it became moderate and even positive once the bank engaged in the conversation.Even more important: on January 2nd RB was fully staffed to answer all the questions. It is very doubtful if, without monitoring Spaargids.be, we would even have been aware of the problem.Conclusion: Rabobank.be made a mistake, but people found a way of communicating. This was so positive, that there was no brand dammage.

LinksWhat is Social Media? (Slideshare.net)20 gratis Buzz Monitoring tools (econsultancy.com)Groundswell (Forrester.com)Presentations by Nick De Crock (Slideshare.net)

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