•  Listen...even if no one is talking about you

•  Start by listening •  There will always be competition •  What do they love about you? •  Where do I start with social? •  Fish where the fish are •  Its not just about you •  Don’t just sell stuff •  Two ears. One mouth.

EMILYWILKINSON.CO.UK | @EWILKO

LISTEN…IF EVEN NO ONE IS TALKING ABOUT YOU

Companies that are small or hardly using digital channels can sometimes feel that there is no value in monitoring social media channels because it’s unlikely they’re being talked about that much.

EMILYWILKINSON.CO.UK | @EWILKO

A REVOLUTION DOESN’T HAPPEN WHEN SOCIETY ADOPTS NEW TOOLS,

IT HAPPENS WHEN SOCIETY

ADOPTS NEW BEHAVIORS.

CLAY SHIRKY

EMILYWILKINSON.CO.UK | @EWILKO

START BY LISTENING

The ‘listening’ stage of starting with social media is important because it allows you to think and participate around and above your company and brands.

EMILYWILKINSON.CO.UK | @EWILKO

THERE WILL ALWAYS BE COMPETITION

Unless you’re first on the market it’s likely you have competition. So if people are not talking about you they might be discussing your competitors and you can learn from what they’re saying.

EMILYWILKINSON.CO.UK | @EWILKO

WHAT DO THEY LOVE ABOUT YOU?

Once you’ve started to listen, the data you collect can tell you what users love or dislike about your competitors products or services. It will tell you who is engaged on these social channels and you’ll start to get a feel for where you rank socially next to your competitors.

EMILYWILKINSON.CO.UK | @EWILKO

First, you must change your view

of the outcome you seek; the trick

is to create something of

social meaning above and beyond

the product or service

Mark Earls

EMILYWILKINSON.CO.UK | @EWILKO

WHERE DO I START WITH SOCIAL?

The big question is always where to start with your social efforts; so consider this before you start: •  Are they blogging about your customer service? •  Do they prefer to tweet about your product? •  Are there forums discussing industry topics? •  Are they not using any of these sites at all?

EMILYWILKINSON.CO.UK | @EWILKO

FISH WHERE THE FISH ARE

Once you’ve started to listen to these conversations that are taking place around your brand, company or industry you will start to understand how your audience are using, or not using, social media channels. Where they are talking is where you should be. Don’t set up a twitter account just because everyone else is doing it.

EMILYWILKINSON.CO.UK | @EWILKO

ITS NOT JUST ABOUT YOU

When listening, it’s not just about your brand or company name. Think bigger and wider. •  What are hot topics for your industry? •  What issues does your company face? •  What challenges do your customers have? •  What language / slang does your community use?

It’s not just the amount of times your brand has been mentioned that’s important. Find relevant conversations.

EMILYWILKINSON.CO.UK | @EWILKO

DON'T JUST SELL STUFF

Keep listening and learning, understand how your brand is working with your audience and then talk to them in a meaningful way, at Their point of need. It’s not about posting a sales message across every social network you’re on. It’s about listening to the feedback and comments from your audience and then learning how to engage with them.

EMILYWILKINSON.CO.UK | @EWILKO

TWO EARS. ONE MOUTH.

Listening will bring you intelligence and insight about your audience. Use this information as the building blocks for your social media strategy.

EMILYWILKINSON.CO.UK | @EWILKO

Emily Wilkinson Digital & Social

emilywilkinson.co.uk

@ewilko

EMILYWILKINSON.CO.UK | @EWILKO