Social Media Intelligence:Listening, Engaging & Adapting
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Welcome
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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to recorded presentation will be sent to attendees• PDF of presentation slides available upon request• EMG Knowledge Center: visitemg.com
• webinars, whitepapers, case studies
About EMG• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999•Clients include: State Farm, 20th Century Fox, Scottrade, Banner Health, NBC Universal, Harrah’s Entertainment and University of Southern California
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Featured Presenter Active social listener, contributor; early
adopter of social media
Expertise with:– Social Media Marketing– Search Engine Marketing– Content Management– Higher Education Marketing– Entertainment Marketing
Clients I’ve worked with:– Harrah’s Entertainment
• Paris Hotel & Casino• Rio Hotel & Casino• Harrah’s St. Louis
– NBC Universal– State Farm– The Art Institutes of America 3
Jessica LiuOnline Marketing/Social Media Analyst
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Today You Will Learn About:
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Social Media and Social Media Intelligence
Why Should I Start Listening and Engaging?– Putting the growth of social networks into context
The 4 Rules: Listen, Engage, Measure, and Adapt– Rule #1: Listen – 5 Ways to Start Monitoring– Rule #2: Engage – How to Respond– Rule #3: Measure – Defining Metrics and Understanding Results– Rule #4: Adapt – Optimize: Wash, Rinse, Repeat
Social Intelligence in Action (case studies)
How Your Company Can Get Involved In Social Media Q&A
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
First, What is Social Media?
What comes to mind when you think of social media?– Facebook? Twitter? Linkedin? Marketing Opportunity?
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
What Do You Want From Social Media?
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Social Media As Defined by Wikipedia:
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“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.”
“Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).”
“An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”
“Social media has become the new "tool" for effective business marketing and sales.”
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Social Media in 140 characters or less please!
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(whew, did it in 135 characters)
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
The Big Picture of Social Media Services
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
What is Social Media Intelligence?
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Valuable information from social network interactions and large data flows that can enable companies to:
– be more aware of how their business and industry are portrayed
– launch new products and services into the market place at greater speed and at significantly lower cost
Social Media Intelligence comes from listening, engaging, measuring, and adapting
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Why Should I Start Listening and Engaging?
Well, Lets Put the Growth of Social Networks into Context
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
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Because 2/3 of the Global Internet Population visit Social Networks (Nielsen, Global Faces & Networked Places, 2009)
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
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Because visiting social sites is now the 4th most popular online activity – ahead of personal email. (Nielsen, Global Faces & Networked Places, 2009)
Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.
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Social Media Intelligence: Listening, Engaging, & Adapting
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Because social media is like word of mouth on steroids
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Social Media Intelligence: Listening, Engaging, & Adapting
Social Media Is Here To Stay: Timeline of Social Media
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Napster1999
Blogger1999
epinions1999
Wikipedia2001
Friendster2002
Facebook2003
SecondLife2003
MySpace2003
Del.icio.us2003
Flickr2004
Digg2004
YouTube2005
Twitter2006
Google Buzz2010
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Social Media Intelligence: Listening, Engaging, & Adapting
Content Sharing Will Continue To Grow
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Over 1.2 Billion YouTube videos viewed per day 20 hours of video uploaded to YouTube every minute
13,000,000+ articles available on Wikipedia 50 million Tweets per day, 600 Tweets per second on Twitter.com
8 billion minutes spent on Facebook daily Over 20 billion photos on Facebook 2 billion pieces of content (web links, news stories, blog posts, notes,
photos, etc.) are shared each week on Facebook
Over 4 billion images hosted on Flickr
If were a country, it would be the 4th largest country in the world.
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1.China2.India3.United States4.Facebook5.Brazil
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
What Does This Mean for Companies and Marketers?
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Companies Need to Start Listening & Engaging ASAP
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93% of social media users believe a company should have a presence in social media (Cone, Business in Social Media Study, September 2008)
85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. (Cone, business in Social Media Study, September 2008)
“For companies, resistance to social media is futile. Millions of people are creating content for the social web.
Your competitors are already there.Your customers have been there for a long time.
If your business isn’t putting itself out there, it ought to be.” – BusinessWeek, February 19, 2009
Social Media is NOT the Solution to EverythingIt needs to compliment your overall marketing strategy
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Social Media is NOT just another broadcast marketing channel
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It is so much more…
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Social Media is…
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Public relations Customer service Loyalty Building Collaboration Networking Thought-Leadership …and yes, customer
acquisition too
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Have a Dialogue, Not a Monologue
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– “The marketing industry’s idea of a two-way communication is to put an 800 number or a web address in an ad and take orders”
– “We want to talk to you,” they say. “But we don’t want to hear back from you. Unless you want to place an order, and if so click here.”
– “The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.”
– “This won’t fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you’ll be tempted to talk. It’s a full-duplex channel that befuddles one-way-marketers.”
Josh Bernoff, Why Marketers Have Trouble with Full Duplex Social Technology, June 2008
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
4 Basic Rules of Social Media
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Rule #1
Listen
Rule #2
Engage
Rule #3
Measure
Rule #4
Adapt
Wash, Rinse, Repeat
Social Media Intelligence| Listening
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
26Credit V. Miemis
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #1 Listen: 5 Ways to Start Monitoring
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1. Set up alerts for general branded keywords monitoring– Google Alerts – Yahoo Pipes
General monitoring on social media search enginesFree Services:– Social Mention– Keotag
Paid Services:– Radian 6
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #1 Listen: 5 Ways to Start Monitoring
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2. Search Twitter– Twitter Search – Twitter Alerts: Twilert and
TweetBeep– Twitter dashboards: TweetDeck and
Twitscoop
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #1 Listen: 5 Ways to Start Monitoring
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3. Search Blog Posts and Comments– Backtype – tool for monitoring blog comments– Cocomment – tool for comments management– Yacktrack – search for comments on your content from Blogger, Digg,
FriendFeed, Stumbleupon, and Wordpress blogs
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #1 Listen: 5 Ways to Start Monitoring
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4. Find industry discussion boards– BoardTracker – get instant alerts from threads citing your name– Boardreader and Big Boards
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Social Media Intelligence: Listening, Engaging, & Adapting
Rule #1 Listen: 5 Ways to Start Monitoring
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5. Track your Brand’s affinity to other brands with Social Bookmarking– Del.icio.us– Digg– Reddit– StumbleUpon
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Social Media Intelligence: Listening, Engaging, & Adapting
Case Study: The Fourth Kind (Social Listening)
Fact-based thriller involving an ongoing unsolved mystery in Alaska, where one town has seen an extraordinary number of unexplained disappearances during the past 40 years and there are accusations of a federal cover up.
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
EMG Responsibilities
EPK, Facebook, Twitter Viral Sites Adaptive Marketing Strategies Search Engine Marketing Social Monitoring Social Engagement
– Ghost blogging– Ghost commenting– Damage control
Analytics + Reporting
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Simple EPK –> Interactive Site
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
What is the truth?
Who is Abigail Tyler? Aliens in Nome, Alaska? Missing people investigated by FBI? Viral Marketing?
– Blair Witch Project
Focus Attention on Aliens, Abductions, Encounters, Sightings, UFOs
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Facebook + Twitter Engagement
Built a community: Share Your Encounter Story Facebook: over 90,900 fans Twitter over 1,100 followers
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Case Study: The Fourth Kind (Social Listening) Monitored Twitter Chatter Listened for keywords Listened to what fans were excited or upset about
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Twitter posts about THE FOURTH KIND significantly increased as it got closer to the movie release date – at its height there were more than 1600 tweets/day about the movie
Social Media Intelligence| Engaging
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Create A Place for Conversations to Happen
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Create a Facebook Fan Page Create a LinkedIn profile Create a Youtube Channel Page Start a company blog Start Tweeting Create great content and distribute it
to Digg, Del.icio.us, Reddit Secure your branded pages:
http://namechk.com/
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Remember, Dialogue not Monologue
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Engagement Best Practices
Be Responsive– Respond quickly, but also be aware of how you respond– Tone should be conversational and friendly– Your response should be an extension of yourself and a reflection of your
organization’s culture– On Twitter: You can reply with @ responses or direct message users if you
don’t want your response to be public– Handle criticisms and complaints in a professional manner– Don’t delete public negative comments– Don’t turn complaints into a non-stop back and forth exchange. Take bigger
discussions to e-mail or Direct Messages
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Ways to Engage Do talk about Corporate Culture (90% brand) Share your history – keep it interesting Talk vision and mission – talk about your company goals, a day in the life
of … Reveal industry insights – offer knowledge Recognize employees and partners – make your brand personable Ask questions about the future/ take suggestions and ideas from
customers– Customers want to know that their opinions matter, so engage with your fans and
followers by asking thoughtful questions and be sure to respond to comments and concerns
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Leverage User Generated Content
By actively participating in social listening and monitoring, you can keep track of user generated content (UGC) that mentions your brand name across the web. UGC is useful in tracking a brand’s success, as well as leveraging it as a tool to start social media chatter.
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Example RioVegas Tweet:
Share unique and appropriate UGC
Give credit to the author to recognize your evangelists
Link back to the content using bit.ly to track clicks
“Cool! @vegaslover just uploaded an awesome video of bottle flaring at the
iBAR! http://bit.ly/1234”
“This is very creative artwork found in the Rio hotel room left by a hotel guest!
Isn’t this awesome: http://bit.ly/4567”
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Social Media Intelligence: Listening, Engaging, & Adapting
Positive, Negative, and Neutral Sentiment
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It is Important to: Identify brand evangelists,
naysayers, detractors, and passive sentiment
Build brand loyalty from positive sentiment
Attempt to turn passive and negative sentiment into positive ones
Appropriately address negative sentiment
– Misconceptions: Deleting comments
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Social Media Intelligence: Listening, Engaging, & Adapting
Dealing with Negative Sentiment
First, listen to the whole conversation Respond accordingly with content guideline Remember: Handle criticisms and complaints in a professional manner Can positive experiences help shape feedback?
Tip: Use Ghost Commenters to guide/shape conversations
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Social Media Intelligence| Measuring
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #3 Measure – define ROI
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Define your audience
Measure engagement level
Measure loyalty level
Measure your influence
What are your action items?
(metrics should map to goals)
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #3 Measure
Define your campaign goals– Lead generation– Brand awareness– Increase sales– Increase Number of
fans/followers
Level of engagement
Amount of new user generated content
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Social Media Intelligence| Adapting
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #4 Adapt
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A successful social media marketing campaign requires OPTIMIZATION and ADAPTION.
Practice social media monitoring, create positive user engagement, and ultimately establish meaningful relationships with your users so that they will return to your site, remember your brand, and become brand evangelists.
Wash, Rinse, Repeat
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Domino’s Social Media Beating
PR Nightmare Domino’s employees put snot
on a sandwich Video viewed more than
550,000 times in 2 days Video reflected some of the
worst fears consumers have about food purchased from restaurants
Video discussion viral on Facebook, Twitter, and dozens of other social-networking sites
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Rule #5 Adapt – Setting some rules
"Nothing is local anymore," Domino's spokesman Tim McIntyre says. "That's the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.”
Lessons from Dominos: Monitor social media Respond quickly Respond at the flashpoint Educate workers Foster a positive culture Set clear guidelines
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What Dominos did: Responded within hours First responded on consumers
affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video
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Social Media Intelligence: Listening, Engaging, & Adapting
How Your Company Can Get Involved In Social Media
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Define your company’s social media strategy Hope is not a strategy
– (don’t just create a facebook page, customers won’t come flowing in) Stop thinking “campaigns” start thinking “conversations.” Ask for help, if you need it (Partner up!)
Social media is not the answer to everything– If your product is not competitive, social media won’t fix it.
However if your customer service is struggling, social media can help. If your repeat business is struggling, social media can help If your company’s word of mouth is struggling social media can help
866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Key Take-Aways
Remember that building a social media community is a marathon, not a sprint. It will take time, patience, and hard work.
Be transparent, responsive, and engaging with your audience– Dialogue, not monologue
Define clear goals and measurement Practice Social Media by the rules!
– Listen, Engage, Measure, and Adapt
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866.623.2784
Social Media Intelligence: Listening, Engaging, & Adapting
Q & A
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Thank You!Contact us today to learn more and schedule a consultation!
Toll Free: (866) 62-EARTH
Solutions for Every Challenge• Creating a plan & strategy• Generating awareness & interest• Acquiring more customers & advocates• Engaging & involving communities• Measuring & adapting initiatives
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