Social Media Monitoring - How to setup a framework for "listening"

Monitoring van social media

Tom Muyllaert

2Monitoring van social media - Tom Muyllaert

Let’s connect I’m Tom Muyllaert ;-)

28/11/2012

Created with Tweet Topic Explorer

E: tmuyllaert@reference.beW: www.reference.be W: bit.ly/tmuyllaert

3Monitoring van social media - Tom Muyllaert

INTRODUCTION

28/11/2012

4Monitoring van social media - Tom Muyllaert

28/11/2012

in

social media

5Monitoring van social media - Tom Muyllaert

… so the question is

28/11/2012

What’s the buzz about?

6Monitoring van social media - Tom Muyllaert

however…

28/11/2012

7Monitoring van social media - Tom Muyllaert

We’re facing challenges!

28/11/2012

Billions of conversations

Unstructered & dispersed

A lot of noise

Multiple languages

How to interact, choose who to interact with

8Monitoring van social media - Tom Muyllaert

What’s listening about?

28/11/2012

monitoring ≠ listening

9Monitoring van social media - Tom Muyllaert

Multiple forms of listening

28/11/2012

REACTIVEPROACTIV

E

• Customer care• Helpdesk• Brand monitoring• E-reputation

• Competitor tracking• Direct & indirect

customer needs

MARKET RESEARCH & INNOVATION

Trend detection Product & service development Content Marketing …

10

The “listening pyramid”Indirect

customer needs

Direct customer

needs

Competitor monitoring

Brand monitoring

Monitoring van social media - Tom Muyllaert 28/11/2012

11Monitoring van social media - Tom Muyllaert

28/11/2012

Social intelligence starts with the ability to

listen(*)

(*) Without listening, your strategy becomes pointless…

Towards a listening framework

Why listen?

Where to listen?

Who to listen to ?

How to listen to ?

How to implement?

What do we learn?

WHY LISTEN?

14Monitoring van social media - Tom Muyllaert

Business reasons to listen

Possible Listening Objective

s

Gain customer &

market insights

Increase market & product

awareness

Generate leads

Gain competitive

insights

Brand management, improve

PR & stakeholder

relations

Increase SEO

effectivness

Need detection vs. solutions, fine-tune marketing promise

Research competitor strengths &

weaknesses, perception, …

Detect opportunities early in the sales cycle

Monitor PR efforts, detect new PR

opportunities, improve investor relations, …

Use words & phrases that the target audience

is using (keywords vs. natural language

28/11/2012

15Monitoring van social media - Tom Muyllaert

28.8%

Centralized

Who owns listening within the organization?

n = 140 - source: Altimeter

41%

Hub and Spoke

10,8%

Decentralized

18%

Multiple Hub and Spoke

(“Dandelion”)

1.4%

Holistic

28/11/2012

16Monitoring van social media - Tom Muyllaert

Listen, respond & engage: social media workflow

28/11/2012

Source: David Armano – Edelman Digital

17Monitoring van social media - Tom Muyllaert

Key Metrics & KPI’s

Attention & Appreciatio

nInsights

Action Advocacy

28/11/2012

Awareness in the social channel

Brand engagement & appreciation of the

social channel

Desired action from the social channel / initiative

share of voice, #referrals from brand website, ....

#subscribers, #followers, #likes, #commets, #view…

#NX-letter sign-ups, online orders, leads, …

Creates word of mouth & stimulates advocay

#influencers, #advocates, #embeds, …

Stimulate innvation

#trending topics (e.g. on product & service

conversations, specific themes…), competitor

benchmarks, insights in target audience &

conversation drivers, …

18Monitoring van social media - Tom Muyllaert

28/11/2012

19Monitoring van social media - Tom Muyllaert

28/11/2012

20Monitoring van social media - Tom Muyllaert

28/11/2012

21Monitoring van social media - Tom Muyllaert

28/11/2012

the simplification of influence!mind…

22Monitoring van social media - Tom Muyllaert

28/11/2012

Book tip. Must read!

www.influenceprofessional.com

The 6 influence flows

23Monitoring van social media - Tom Muyllaert

WHERE TO LISTEN?

28/11/2012

24Monitoring van social media - Tom Muyllaert

Choosing your backyard

28/11/2012

EARNEDMEDIA

OWNEDMEDIA

BRAND BACKYARD

CUSTOMER BACKYARD

PAIDMEDIA

25Monitoring van social media - Tom Muyllaert

Choosing your backyard

28/11/2012

Source: TNS NIPO – “Earn your owned media”

26Monitoring van social media - Tom Muyllaert

Choosing your backyard

28/11/2012

Source: TNS NIPO – “Earn your owned media”

27Monitoring van social media - Tom Muyllaert

Brand backyard – owned media: Yunomi

28/11/2012

28Monitoring van social media - Tom Muyllaert

WHO TO LISTEN TO?

28/11/2012

29Monitoring van social media - Tom Muyllaert

Social network demographics

28/11/2012

Source: Insites Consulting – Social media around the world report 2012

30Monitoring van social media - Tom Muyllaert

Social networks data per country

28/11/2012

31Monitoring van social media - Tom Muyllaert

Social networks data

28/11/2012

http://bvlg.blogspot.be/ http://www.comscoredatamine.com

32Monitoring van social media - Tom Muyllaert

HOW TO LISTEN?

28/11/2012

33Monitoring van social media - Tom Muyllaert

Types of listening solutions

28/11/2012

Research & data monitoring tools

• Focus: providing data for research

• Large amounts of reliable data

• Less feature rich • More data(sources) • Longer history (historical data)

Monitoring & reporting tools

• Focus: real-time monitoring for PR, support

• Very user-friendly• Many also starting to offer customer engagement

• No long historical data

Monitoring & engagement tools

• Focus: primarily on engagement

• Listen & respond – community management

• Limited listening capabilities

SDL SM2Nielsen Buzzmetrics

…

EngagorRadian6

…

HootsuiteSocialbakers

MarketMeSuiteEngagor

….

34Monitoring van social media - Tom Muyllaert

How to choose the right tool?

28/11/2012

Integration

Data import - export

Date sources & content

collection

Localisation &

segmentation

Analysis & analytics

Data quality & integrity

Features & funtionality

Price vs. value

Some factors to keep in mind

35Monitoring van social media - Tom Muyllaert

Do it yourself tools

28/11/2012

http://www.48ers.com/ http://topsy.com

http://www.socialmention.com http://bottlenose.com

36Monitoring van social media - Tom Muyllaert

Do it yourself tools

28/11/2012

http://search.twitter.com http://snapbird.org (Twitter)

http://search.twitter.com/search.rss?q=yoursearchterm

37Monitoring van social media - Tom Muyllaert

Do it yourself tools

28/11/2012

https://app.conversocial.com/profiler/ (Facebook)

38Monitoring van social media - Tom Muyllaert

Do it yourself tools

28/11/2012

http://www.searchinstagram.com

39Monitoring van social media - Tom Muyllaert

Do it yourself tools

28/11/2012

http://www.wordle.net/create (Trends)

40Monitoring van social media - Tom Muyllaert

HOW TO IMPLEMENT?A practical roadmap to setup a listening framework

28/11/2012

41Monitoring van social media - Tom Muyllaert

Listening process setup

28/11/2012

Setting objectives

Define the universe

Setup (automatic)

conversatio

n classification schemes & workflow

Upfront noise

reduction

Start (historical) monitoring

Data cleaning

Reporting & analysis

42Monitoring van social media - Tom Muyllaert

Segment conversations into meaningful topics

28/11/2012

BRAND

Issues

PR

HR

PRODUCTS

Product a

Product b

...

COMPETITORS

Competitor 1

Competitor 2

…

TOPICS

Energy saving

Green energy

..

DEFINE AND/OR COMBINE SUBTOPICS

CONVERSATION TOPICS

43Monitoring van social media - Tom Muyllaert

Automatic classification of conversations

28/11/2012

PRODUCT

GALAXY TAB 10.1

PRICE PERCEPTION

FEATURES

BUYING INTENTION

REVIEWS

ANDROID

CAMERA

SCREEN

…

Example of an automatic conversation classification scheme applied to Samsung Benelux

44Monitoring van social media - Tom Muyllaert

Automatic classification of conversations

28/11/2012

…

cheap

price perceptio

n verbatim

price

expensive

cheaper

CREATING CLASSIFICATION RULES BASED ON PROXIMITY

Galaxy tab 10.1 mentions

NEAR

Price perception verbatim

= store in dedicated category “Galaxy Tab 10.1 – price

perception”

45Monitoring van social media - Tom Muyllaert

WHAT DO WE LEARN?

28/11/2012

46Monitoring van social media - Tom Muyllaert

28/11/2012

Data & business insights can’t be automated

Kluwer Opleidingenwww.kluweropleidingen.be

THANK YOU!

28/11/201247Monitoring van social media - Tom

Muyllaert