@TiffanyStJames

Google #Squared2012

Thursday 22 March 2012

Hello!

Social Media Strategist

tiffany@stimulationltd.co.uk

Tiffany St James

@TiffanyStJames

The Brief

• By the end of the afternoon

• Effective listening

• Gain insight

• Develop or amplifying a social footprint

• Yours

• Your agency

• A client's business

Criteria

• Use a platform

• A tool or a few tools

• Create social media listening dashboard

• To give you the insight you need

• To develop the social footprint

Intelligent listening

@TiffanyStJames

Gatorade Mission Control, Dell Command Center,

Nokia Agora Social Visualizer,

Domino's Super Bowl Pizza War Room

Business Use of Social Media

@TiffanyStJames

• HR

• PR

• Direct Sales

• Customer Service

• Business Intelligence

@thebrandbuilder states only 5 uses of social media:

HR, PR, Direct Sales, Customer Service and

Business Intelligence

Uses

@TiffanyStJames

• Amplify campaigns

• Business intelligence

• Monitor discussions

• Monitor industry environment

• Real-time conversation

• Reputation Management

• Social Customer Service

• Seed content

• Track brand engagement

Track, monitor, analyse, amplify, engage, seed content

and protect reputation

Questions to ask yourself?

1. Why am I listening?

2. What am I listening for?

3. What platforms am I listening on?

4. What tools should I use?

5. What will I do with what I hear?

@TiffanyStJames

What are you listening for?

Campaigns

– Quantitative measures

– Qualitative measures

– Risk management

Insight and engagement

– Identify rumours, misunderstandings, misinformation

– Audience insight

– Evidence of behaviour change

– Identify key influencers and critics

– Help identify gaps or opportunities for new services or sales opps

Media monitoring

– Risk management – identify issues and be able to respond quickly

– Discover signs of lobbying from groups or individuals

– Gauge reaction and interest in other related media coverage

@TiffanyStJames

The result of listening

Analytics Directs strategy

Attention

Sentiment Influence

Blogs

News

Forums

Insight

Listen Online

@TiffanyStJames

Objectives

@TiffanyStJames

What are you trying to

achieve?

Business Vision

Personal Mission

Systematic

Measurable

Achievable

Realistic

Time-frame

Be REALLY clear on your objectives before you start

Make them SMART

Technology

@TiffanyStJames

Off the shelf

• Monitoring

• Engaging

• Workflow

• Dashboards

Self-build

• APIs and dashboards

• Linguistics

• Root-cause analysis

• Fire Hose peaks

Moore’s law and open innovation: new tools will

develop and evolve. Continuous optimisation

Reporting

@TiffanyStJames

Objectives

• Why are you listening?

• What are you going to do

with what you hear?

Planning

• Insights to action

• Listening and

Engagement plans

Output

• Roles

• Format

• Frequency

How are you going to action the insights you gain:

this will determine how you report and optimise

ROI

@TiffanyStJames

• Different people need

different metrics

• All endeavour is

measurable

• Ensure you are

measuring against the

objectives set

• Business environment

metrics

The value of endeavours can be calculated, you need

good metrics in place in other parts of the business

Listening for insight

Active listening process

• I am listening to understand positive press

• I am going to engage with influential individuals

• Monitoring vs analysis

• Set objectives

• Define keywords

• Tools and frequency

• Listening plan

• Reporting, analysis, optimisation

@TiffanyStJames

Blog searching

http://boardreader.com

http://www.technorati.com

Uses:

- Discover blogs by topic /

author

- Track published posts and

run archive searches

- Get an indication of blog

popularity

Tip:

- Search both posts and blogs

as results can vary

@TiffanyStJames

Google Tools

@TiffanyStJames

Real time Twitter tools

http://www.twazzup.com

Uses:

-Great for Twitter hashtags

-Can identify influencers (basic level)

-Ranks content in order of popularity which is useful

Tip:

-Make the most of the keywords featured in the bottom left corner

@TiffanyStJames

Advanced Twitter

@TiffanyStJames

Hashtags.org

@TiffanyStJames

Listorious

@TiffanyStJames

Stealth! – Search Twitter BIOs on Google

• intitle:”marketing* on twitter” OR intext:”bio * marketing” site:twitter.com

@TiffanyStJames

Snapshot tools

http://www.socialmention.com

http://www.addictomatic.com

Uses:

- General / day-to-day

- Audit stage

- Activity monitoring / buzz

Tip:

- Make these the tools the

foundation of your listening

efforts

Netvibes

@TiffanyStJames

iGoogle Dashboard

Hootsuite

@TiffanyStJames

Hootsuite

Hootsuite

@TiffanyStJames

Exercise

The Brief

• By the end of the afternoon

• Effective listening

• Gain insight

• Develop or amplifying a social footprint

• Yours

• Your agency

• A client's business

@TiffanyStJames

Process

• Choose a social footprint

• Use some of the tools and methods

• Listen and gain insight

• Choose one insight, a few insights

• Use the insight to develop the footprint

Listening and Engagement Plan

Objective –

SMART

Key Audience Platforms +

Tools

Activity Timings Measurement

To listen to

#Squared2012

daily to

understand the

level of use of

social media

listening tools of

Squared2012

participants

Squared 2012

participants who

are using

#Squared2012 on

twitter

Twitter

Hoot suite

Set up a columns

for

#Squared2012

Twitter

participants

and revue their

presences

3 times a day Klout rankings

Volume

Shift over time of

individuals

@TiffanyStJames

Resources

Resources you like

http://www.simplyzesty.com/

http://socialmention.com/

http://www.spezify.com/

http://www.tweetfeel.com/

http://www.icerocket.com/

http://addictomatic.com/

http://www.semrush.com/

http://technorati.com/

http://www.freshnetworks.com/blog/

http://www.christopherspenn.com/

http://www.socialmediaexaminer.com/

http://socialmediatoday.com/

http://www.socialmediaexplorer.com/

http://www.conversationagent.com/

http://www.bethkanter.org/

http://socialwayne.com/

http://smedio.com/

http://askaaronlee.com/

@TiffanyStJames

Listening tools

– http://www.google.co.uk/

– http://blogsearch.google.com/

– http://www.google.com/realtime

– http://www.google.com/alerts

– http://search.twitter.com/advanced

– http://www.socialmention.com/

– http://www.netvibes.com/

– http://addictomatic.com/

– http://listorious.com/

– http://technorati.com/

@TiffanyStJames

Further Resources

• Book Recommendations

– Social Media ROI - Olivier Blanchard

– Creative Mischief - Dave Trott

– Grouped - Paul Adams

• List of social media stats resources: http://delicious.com/gemmawent/stats

• Global Web Index Light: http://globalwebindex.net/explore-the-data/data/lite-tool/

• Global Web Index on Slideshare: http://www.slideshare.net/Tomtrendstream

• IBM guidelines

• Link to Mashable How To's

• Twitter etiquette

• People to follow on G+:

– Beth Foster

– Vic Gundotra

• Blogs: wearesocial.net

@TiffanyStJames

Thank you, let’s keep talking

tiffany@stimulationltd.co.uk

Tiffany St James

@TiffanyStJames

Digital: • strategy • training programmes • social engagement • amplification