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As services like Twitter make it ever easier for consumers to talk about brands online this presentation provides a guide on how to monitor these conversations, as well as examples of brands already doing this, as well as brands that aren't.
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Learning To Listen:Using social to connect brands & consumers
Ciarán Norris Head of Social MediaMindshare
Keela84 on flickr
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Social Media Tracking & Viral Tracking Services
Influencer Identification Research & Outreach
Natural Seeding & Social Media Optimization
Paid Seeding & Social Media Advertising
Viral Widgets & Content
Conversational & Buzz Tracking
Mindshare SocialMedia8
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4 What does all of this mean?
5 What does all of this mean?
6 When to shoot me...
Cambodia4kidsorg on flickr
7 What you’ll be listening to
Why listen?
How to listen
Who’s listening
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WHYLISTEN?
9 Why listen?
10 Why listen?
So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower.
And the effects of that increased pool of potential producers is going to be vast
Clay Shirky, 2004
11 Why listen?
Creators
Critics
Collectors
Joiners
Spectators
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
• Use social networking sites
• Comment on blogs• Post ratings and reviews
• None of these activities
• Read blogs• Watch peer-generated video• Listen to podcasts
• Use RSS• Tag Web pages
• Publish Web page• Publish or maintain blog• Upload video to sites like YouTube
12 Why listen?
Twitter turns the ladder sideways
13 Why listen?
Twitter turns the ladder sideways
14 Why listen?
Twitter turns the ladder sideways
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HOW
TO LISTEN
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HOW
TO LISTEN
Cymfony
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HOW
TO LISTEN
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HOW
TO LISTEN
Cymfony
PC
Mobile
19 Twitter Tools
Tweetdeck
20 TweetieTweetie
80% of search traffic goes to natural listings
Ensuring that crawlable, timely content is being produced will enable highly efficient acquisition of traffic
• Work with AKQA to ensure that flash is not king
• Plan & implement link building to drive organic listings
And ensure our best content is easy to find
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Twitterfall
Where have all the journos
gone?
24 Twitterfall
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WHOIS LISTENING?
Circa 480,000 followers
Millions of readers
Millions of readers
Millions of readers
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NOTLISTENING
Who’s getting it right?
Promote a product that’s been on sale many times before
Utilise viral elements of social media
Encourage user interaction
35 Ryanair’s response...
Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.
It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again.
Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel.
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‘Bloggergate’
