Smart Ears: Social Media Monitoring for Strategic Business Decisions

SMART EARSSocial Media Monitoring forStrategic Business Decisions

Arienne Holland, Communications Director | @RavenArienne | #explore

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

“There’s a reason God gave us two ears and only one mouth: listening is twice as important as talking. “But he gave us 10 fingers … he must really want us to poke things!”

— Kenneth, 30 Rock

SMART EARS

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1)It’s proactive,not reactive.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2)It drives

better business decisions.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

3)It requires

thought, timeand tools.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1)It’s proactive,not reactive.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

Strategy:Monitor more than vanity.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

“Listen up Fives,a Ten is speaking.”

— Jenna, 30 Rock

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

Not necessarily this …

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

… more like this.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

Strategy:Go where your

people are.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

1) It’s proactive, not reactive.

Bob could set up aTwitter account for his auto parts

supply business …

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

… or Bob could investthe same time in auto forums,

where thousandsare asking for help.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2)It drives

better business decisions.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2) It drives better business decisions.

Strategy:Use words real

people use.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

“Remember everyone, just don’t be yourselves.”

— Jack, 30 Rock

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

It may be as old as Zagat …

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

… but mine forums, feedback and surveys to find those real words

for your marketing.

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

@RavenTools | | #explore

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

“Understandinghow customers see things

is important.”

— Maura Ginty, Autodeskvia TopRank blog

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2) It drives better business decisions.

Strategy:Teach the waypeople prefer.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

@ZAGGdaily’s invisibleSHIELD

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

ZAGG developed new productsthat people needed to learn …

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

… and discovered video was best.

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

So did Sony.

@RavenTools

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2) It drives better business decisions.

Strategy:Verify product

decisions.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

Bacardi Dragon Berry+ mango

+ St. Germain+ white cranberry juice

+ jalepeño

= Ugh. But why?

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

The too-spicy culprit?

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2) It drives better business decisions.

Strategy:Beat competition

to market.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

Zooey’s nails were fun …

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

… but criticized for being sloppy.

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

Maria could offerto do it better.

Or she could teach a DIY class …

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

2) It drives better business decisions.

… that turns into a nail-art series.

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

3)It requires

thought, timeand tools.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

3) It requires thought, time and tools.

Get advice …

“It is good to rub and polish our brain against that of others.”

— Michel de Montaigne

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

SMART EARS

3) It requires thought, time and tools.

… but think independently,too. That’s how you

stand apart.

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

“So what’s your religion, Liz Lemon?”

“I pretty much just do whatever Oprah

tells me to do.”

— Tracy to Liz, 30 Rock

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

RecapSMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

1) It’s proactive, not reactive.

Monitor more than vanity.

Go where your people are.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

2) It drives better business decisions.

Use words real people use.

Teach the way people prefer.

Verify product decisions.

Beat competition to market.

SMART EARS

@RavenTools | @RavenArienne | gplus.to/RavenArienne | #explore

3) It requires thought, time and tools.

Get advice, but use your own brain.

Invest time wisely.

Find the right tools for you.

SMART EARS

THANKS FOR LISTENING

Arienne Holland, Communications Director | @RavenArienne | #explore