When was the last time you learned something
surprising that helped you do your job better?
Social Listening for Smarter BusinessHow to Use Social Media Monitoring Across Your Organization
NO, SERIOUSLY:
When was the last time you learned something
surprising that helped you do your job better?
LESLIE
Please follow me @leslienuccioand follow @Meltwater
#listenUP
DOUG
Please follow me @douglaskarrand follow @mktgtechblog
#listenUP
Social Listening• What it is• Why it matters• Social dialogue marketing• Social media ROI
• Media outreach• Crisis communication• Traditional Marketing
& Advertising• Products & Services• Customer Service• Human Resources• Investor Relations• Competitive Analysis
What is Social Listening?• Social Listening = Social Media Monitoring = Social Search• Find social sentiment about your company, competitors,
customers and industry• Big Data solution
Be a Hero without being Superhuman
USEGOODTOOLS
Use the Right Tools for a Smooth Ride
• Monitoring• Engagement• Community Management• Analytics
Meltwater.com/1on1
Is your message beingSEEN HEARD SHARED
More than half of Twitter’s users follow 6 or more brands.
Twitter users send more than 400 billion tweets per day.
?
Listening but NOT HearingIf you are depending on:• Google Alerts• Twitter @ and DM• Facebook and
Google+ Mentions
It’s a small PERCENTAGEof the ENTIRE CONVERSATION
DON’T BETHIS GUY
Monologue Marketing
Be part of a social
conversation
Dialogue Marketing
To sum up…
15
Social Media Dialogue Marketing Cycle
Social MediaLISTEN
• Influencers
• Sentiment
• Volume• Results
ANALYZE
Social channelsENGAGE
LATHER.RINSE.REPEAT.
Social Listening as Business Strategy
Get a snapshotof what’s going onRIGHT NOW.
Replace focus groups and polls with social listening.
• What is the main message and tone of the conversation?
• Is the criticism widespread, or centralized to a small group?
• Who are the core detractors?• Do you have any core influencers?
Is it worth reaching out to them?• Is your message being heard?• Is conversation volume increasing or decreasing?
Social Listening for Crisis Communication
18
What’s a Real Social Media Crisis?
It impacts clients, prospects and/or your reputation long-term.
It has momentum and is growing.
There’s no immediate remedy
19
Don’t Feed the Trolls Stay on your turf Recruit your fans Defend yourself
Dealing with Detractors• Acknowledge the
right to complain• Apologize for the
situation or your mistake – if warranted
• Assert clarity in your policy or reasons – if warranted
• Assess what will help them feel better
• Act accordingly• Abdicate if necessary
21
Blunders Stay on your turf Recruit your fans Defend yourselfDon’t be anonymous, empower your staff, solve
the problem
22
Empower
23
Let’s put things into perspective
You are here
1. Try email subject lines out on Twitter: what’s getting more clicks?
2. Try video on YouTube before a TV spend
3. Try imagery on Facebook, Twitter and Pinterest before an ad spend
3 TRADITIONAL MARKETING & ADVERTISING HACKS
Social Listening for Creative Direction
PRODUCTS & SERVICES• What sort of positioning will resonate for a new product?• Is chatter around your brand and product
more prevalent on specific channels?• Is there a target community
out there that might be good for a pilot program?
• Are there any key influencers you might engage?
• Are you seeing any sort of geographical trends that might lead to a new market?
Social Listening for Market Signals
TIP: Set expectations with your customers on your social channels. Something as simple as a note in your Twitter bio that says “We respond to tweets within 24 hours, M-F” will help you set expectations about response time.
Social Listening for Customer Service
LISTEN TO…• Employees, past and present• Prospects• Influencers• Detractors• Chatter about
competitors
Social Listening for Human Resources
• Are your shareholders happy?• Did that Q3 earnings call go well?• Are your talking points being heard?•What are the thematic trends
around your brand among industry analysts?•What are folks saying about your IPO?•Who are the main influencers or detractors?• Is the company you might invest in healthy
from a personnel and customer standpoint?
Social Listening for Investor Relations
Social Listening for the Competition
• Positioning• Community Sentiment• Content• New Products & Services
Social Listening for Social Sharing: Infographics
Content Curation
Social Listening in Action:Urban Planning for the Olympics
Follow cause-related chatter to stay on the same page with supporters by optimizing communications for:• Donor relations• Positioning• Crisis messaging• Partner targeting
Social Listening for Social Good
Get Better Results:
3 Tips for Better Listening1. Knowledge is power!
– Know why you’re listening
2. More is less is more– Narrow your searches
3. Check the weather– Start with the word cloud
Want more on Social Listening?
Meltwater.com/blogs
Meltwater.com/resources
Meltwater.com/1on1
THANKS!
Me again. Goodbye!
Please follow me @leslienuccioOh, and for more articles and webinars and groovy tidbits about marketing, please follow Meltwater: @Meltwater