Listen, Learn, Earn: We Are Social's Guide to Social Listening

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    16-Jan-2015

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Every day, people share billions of public posts across social media, and every one of these updates no matter how innocuous offer marketers valuable insights into peoples attitudes, beliefs, behaviours, and habits. This guide explains how you can find relevant conversations, and analyse them to deliver bottom-line value for your brand.

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  • 1. LISTEN, LEARN, EARNUSING SOCIAL MEDIA LISTENING TO ADD TANGIBLE BRAND VALUESIMON KEMP WE ARE SOCIALawree socialWe Are Social @wearesocialsg #ListenLearnEarn 1

2. We Are Social B2B Social @wearesocialsg 2 3. SOCIAL LISTENING: THE ART AND SCIENCEOF DISCOVERING VALUABLE INSIGHTSWe Are Social @wearesocialsg #ListenLearnEarn 3 4. CONTEXTSocial media listening is an essentialaddition to todays strategic toolkit,and it can add value throughout yourorganisation. This guide explains howto make best use of social listening foryour brand, from choosing and usingthe right tools, to adopting best practice.We Are Social @wearesocialsg #ListenLearnEarn 4 5. THE REAL VALUE IN SOCIAL MEDIA COMESFROM WHAT WE HEAR, NOT WHAT WE SAYWe Are Social @wearesocialsg #ListenLearnEarn 5 6. YOU CANT LEARNANYTHING WITHYOUR MOUTH OPEN.~ EARL NIGHTINGALEWe Are Social @wearesocialsg #ListenLearnEarn 6 7. EVERY DAY, PEOPLE SHARE BILLIONS OFPUBLIC POSTS ACROSS SOCIAL MEDIAWe Are Social @wearesocialsg #ListenLearnEarn 7 8. EACH POST OFFERS VALUABLE INSIGHT INTOPEOPLES LIVES, CHOICES AND BEHAVIOURWe Are Social @wearesocialsg #ListenLearnEarn 8 9. EVEN PHOTOS OF LUNCH REVEAL A HUGEAMOUNT ABOUT PEOPLES PREFERENCESWe Are Social @wearesocialsg #ListenLearnEarn 9 10. HOWEVER, MOST MARKETERS ARE ONLYLISTENING FOR MENTIONS OF THEIR BRANDWe Are Social @wearesocialsg #ListenLearnEarn 10 11. AS A RESULT, WE MISS OPPORTUNITIESTO IDENTIFY NEW WAYS TO ADD VALUEWe Are Social @wearesocialsg #ListenLearnEarn 11 12. . FROM .!SELECTIVEHEARINGTOACTIVELISTENINGWe Are Social @wearesocialsg #ListenLearnEarn 12 13. LISTENING SHOULDNT JUST BE ABOUTMEASURING PAST PERFORMANCEWe Are Social @wearesocialsg #ListenLearnEarn 13 14. SOCIAL LISTENING CAN ADD VALUETO EVERY PART OF YOUR ORGANISATIONWe Are Social @wearesocialsg #ListenLearnEarn 14 15. LISTENING ADDS VALUE EVERYWHEREPRODUCTSPACKAGING ADVERTISINGCUSTOMER SERVICEPOS ACTIVITYRECRUITMENTWe Are Social @wearesocialsg #ListenLearnEarn 15 16. CONTEXT: WEB SEARCH HELPS US TOANSWER QUESTIONS WE ALREADY HAVEWe Are Social @wearesocialsg #ListenLearnEarn 16 17. BUT LISTENING IDENTIFIES THE QUESTIONSWE DIDNT KNOW WE NEEDED TO ANSWERWe Are Social @wearesocialsg #ListenLearnEarn 17 18. WHEN USED PROPERLY, SOCIAL LISTENINGBECOMES A BRANDS DISCOVERY ENGINEWe Are Social @wearesocialsg #ListenLearnEarn 18 19. LISTENING CAN HELP TO IDENTIFY INSIGHTSTHAT CHANGE THE WAY WE DO BUSINESSWe Are Social @wearesocialsg #ListenLearnEarn 19 20. MAKE THINGSPEOPLE WANTVSMAKE PEOPLEWANT THINGS~ JOHN WILLSHIRE @WILLSH!We Are Social @wearesocialsg #ListenLearnEarn 20 21. SO HOW DO WE BECOME MORE STRATEGICIN OUR USE OF SOCIAL MEDIA LISTENING?We Are Social @wearesocialsg #ListenLearnEarn 21 22. LETS START WITH YOURBRANDS OBJECTIVESWe Are Social @wearesocialsg #ListenLearnEarn 22 23. WHAT DO YOU WANT PEOPLE TO DODIFFERENTLY TO WHAT THEY DO TODAY?We Are Social @wearesocialsg #ListenLearnEarn 23 24. WHO DO YOU NEED TO PERSUADE INORDER TO MAKE THAT CHANGE HAPPEN?We Are Social @wearesocialsg #ListenLearnEarn 24 25. WHY ARENT THEY ALREADY DOINGWHAT WED LIKE THEM TO DO?We Are Social @wearesocialsg #ListenLearnEarn 25 26. AN ATTITUDE ADJUSTMENT?NOW SUCCESSTHE THINGS PEOPLETHINK OR BELIEVE TODAYTHAT STOP THEM FROMBEHAVING AS WED LIKEWHAT WE WANT THEM TOTHINK OR BELIEVE THATWILL HELP TO CHANGETHEIR BEHAVIOURWe Are Social @wearesocialsg #ListenLearnEarn 26 27. SOME POTENTIAL BARRIERS TO SUCCESSPERSONALTASTESRESTRICTEDAVAILABILITYOTHERPRIORITIESALTERNATIVES& SUBSTITUTESCONVENIENCEOR EFFORTENVIRONMENTALFACTORSSOCIALIMPLICATIONSA APHYSICALIMPLICATIONSOPPORTUNITYCOSTSCURRENTAFFAIRSWe Are Social @wearesocialsg #ListenLearnEarn 27 28. THE BEST WAY TO IDENTIFY YOUR BARRIERIS TO LISTEN TO WHAT PEOPLE ARE SAYINGWe Are Social @wearesocialsg #ListenLearnEarn 28 29. PRACTICALEXERCISESWe Are Social @wearesocialsg #ListenLearnEarn 29 30. PART ONE: PROFILING YOUR AUDIENCEWe Are Social @wearesocialsg #ListenLearnEarn 30 31. LOOK BEYOND THE NUMBERS WHENYOURE RESEARCHING YOUR AUDIENCEWe Are Social @wearesocialsg #ListenLearnEarn 31 32. VISIT THE PUBLIC PROFILES OF THE PEOPLEWHO LIKE YOUR POSTS ON FACEBOOKWe Are Social @wearesocialsg #ListenLearnEarn 32 33. READ THE BIOS AND TWEETS OF THEPEOPLE WHO FOLLOW YOU ON TWITTERWe Are Social @wearesocialsg #ListenLearnEarn 33 34. LOOK AT OTHER THINGS YOUR AUDIENCEDOES, NOT JUST WHAT THEY DO WITH YOUWe Are Social @wearesocialsg #ListenLearnEarn 34 35. EXPLORE WHAT REALLY COUNTS,NOT JUST WHAT YOU CAN COUNTWe Are Social @wearesocialsg #ListenLearnEarn 35 36. BRING YOUR INSIGHTS TOGETHER INTOA REPRESENTATIVE AUDIENCE PERSONAWe Are Social @wearesocialsg #ListenLearnEarn 36 37. FOR EXAMPLE, TRY WRITING A FACEBOOKPROFILE TO DESCRIBE YOUR CORE AUDIENCEWe Are Social @wearesocialsg #ListenLearnEarn 37 38. PART 2: UNDERSTANDING YOUR AUDIENCEWe Are Social @wearesocialsg #ListenLearnEarn 38 39. ORGANIC MONITORING OFFERS RICH,TIMELY INSIGHTS INTO POTENTIAL BARRIERSWe Are Social @wearesocialsg #ListenLearnEarn 39 40. BUT THIS IS NOT JUST ABOUT TRACKINGWHAT PEOPLE ARE SAYING ABOUT BRANDSWe Are Social @wearesocialsg #ListenLearnEarn 40 41. INSTEAD, USE LISTENING TO UNDERSTANDTHE BROADER LIVES OF YOUR AUDIENCEWe Are Social @wearesocialsg #ListenLearnEarn 41 42. IN ORDER TO LISTEN, WELLNEED SOME LISTENING TOOLSWe Are Social @wearesocialsg #ListenLearnEarn 42 43. CHOOSING PAID TOOLS IS A COMPLEXPROCESS BASED ON MANY VARIABLESWe Are Social @wearesocialsg #ListenLearnEarn 43 44. THE GOOD NEWS: THERE ARE MANY GREATFREE TOOLS TO HELP GET YOU STARTEDWe Are Social @wearesocialsg #ListenLearnEarn 44 45. TWO POWERFUL FREE TOOLSHOOTSUITE TWEETDECKWe Are Social @wearesocialsg #ListenLearnEarn 45 46. HOW HOOTSUITE & TWEETDECK CAN HELPDIRECTENGAGEMENTKEEP TRACK OF YOURFEEDS, TIMELINES, LISTS,MENTIONS, MESSAGESAND FOLLOWERS#KEYWORDTRACKINGTRACK ACTIVITYRELATING TO OTHERACCOUNTS, HASHTAGS,OR KEYWORDSSEARCH &MONITORINGCREATE COMPLEXSEARCHES ANDMONITOR ASSOCIATEDMENTIONS OVER TIMEWe Are Social @wearesocialsg #ListenLearnEarn 46 47. SOME THINGS YOU COULD SEARCH FORBRANDNAMEGENERICPRODUCTPRODUCTBENEFITCOMPETITORBRANDSCATEGORYGENERICSPURPOSE ORPROBLEMWe Are Social @wearesocialsg #ListenLearnEarn 47 48. THERE ARE PLENTY OF OTHER, SPECIALISTLISTENING SERVICES OUT THERE TOOWe Are Social @wearesocialsg #ListenLearnEarn 48 49. TOOLS TO TRACK KEYWORDS & TOPICS1. TOPSY.COM2. TALKWALKER.COM3. MENTION.COM4. SOCIALMENTION.COM5. TWAZZUP.COM6. ADDICTOMATIC.COM7. ICEROCKET.COM8. BACKTWEETS.COM9. TWITTER.COM/SEARCH-ADVANCEDWe Are Social @wearesocialsg #ListenLearnEarn 49 50. TOOLS FOR IDENTIFYING TRENDS1. TWITTER.COM (SEE THE TRENDING SECTION)2. TRENDSPOTTR.COM3. NUZZEL.COM4. NETVIBES.COM5. TRENDSMAP.COM6. WHATTHETREND.COM7. LINKEDIN.COM/TODAYWe Are Social @wearesocialsg #ListenLearnEarn 50 51. TOOLS TO HELP UNDERSTAND PEOPLE1. FACEBOOK.COM (READ PEOPLES PROFILES!)2. KLOUT.COM (LOOK AT TOPICS ON PROFILE PAGES)3. MONITOR.WILDFIREAPP.COM4. FOLLOWERWONK.COM5. SOCIALRANK.COM6. KRED.COM7. TWTRLAND.COM8. ANALYTICS.TWITTER.COMWe Are Social @wearesocialsg #ListenLearnEarn 51 52. BUT REMEMBER: THE TOOLS WILL ADD NOVALUE UNLESS YOU USE THEM PROPERLYWe Are Social @wearesocialsg #ListenLearnEarn 52 53. BEWARE OF LISTENING ONLY FOR THETHINGS YOU EXPECT OR WANT TO HEARWe Are Social @wearesocialsg #ListenLearnEarn 53 54. EFFECTIVE LISTENINGREQUIRES AN OPEN MINDWe Are Social @wearesocialsg #ListenLearnEarn 54 55. ARE PEOPLE TALKING ABOUTANYTHING THE BRAND CARES ABOUT?We Are Social @wearesocialsg #ListenLearnEarn 55 56. 7 IMPORTANT QUESTIONS:1. WHO IS TALKING?2. WHAT ARE THEY SAYING?3. WHERE ARE THEY SAYING IT?4. WHEN ARE THEY SAYING IT?5. WHY ARE THEY SAYING IT (MOTIVATIONS)?6. WHICH ELEMENTS ENGAGE OTHER PEOPLE?7. HOW WILL CONVERSATIONS IMPACT THE BRAND?We Are Social @wearesocialsg #ListenLearnEarn 56 57. ARE PEOPLE DISCUSSING ANYTHING MOREPROFOUND THAT MIGHT BE RELEVANT?We Are Social @wearesocialsg #ListenLearnEarn 57 58. SOME THINGS WERE LOOKING FOR:VALUABLEINSIGHTSSOMETHING THATALLOWS THE BRAND TOUNDERSTAND PEOPLEIN NEW WAYSKEYINFLUENCERSSOMEONE WHO ISINFLUENTIAL ABOUT THEBRAND OR WHAT THEBRAND CARES ABOUTPOTENTIALINNOVATIONSNEEDS THAT ARE AS YETUNSATISFIED, OR THATTHE BRAND DOESNTCURRENTLY ADDRESSWe Are Social @wearesocialsg #ListenLearnEarn 58 59. social social !we are social ! we are social social ! we are social ! we are social ! we are social ! we! we are social ! we are socialWE ARE SOCIALS LISTENING are social CHEAT ! we SHEETare we social ! we! are social BRAND NAMES !we social ! we social(E.are G. COLGATE)are are social ! we are GENERIC PRODUCTS social (E.G. TOOTHPASTE, ! we TOOTHBRUSH)we are social weINSIGHTS! social ! BENEFITS we are (E.G. CLEAN are TEETH, social FRESH BREATH)! we social ! we are social COMPETITORS (E.G. ORAL B, SIGNAL, SENSODYNE)are social !are SUBSTITUTES & PARALLELS social (E.G. ! we GUM, MOUTHWASH)social CATEGORY ! we are TOPICS (E.G. ORAL CARE, DENTIST, TEETH)PURPOSE OR PROBLEMS (E.G. CAVITIES, TOOTHACHE)socialare social ! we are social ! we INFLUENCERSsocial ! we!we are are social ! we are social we we are socialare we are social ! social ! we are social ! we are INNOVATIONSsocial ! social ! social !we are social ! are are social ! we are social ! we we WHO IS TALKING? ARE THEY INFLUENTIAL?socialWHAT ARE THEY SAYING / TALKING ABOUT?social ! we are WHAT KIND OF MENTION IS IT? social (E.G. COMPLAINT)! we are HOOTSUITEare social WHERE ARE THEY we SAYING are IT? (CHANNELS & LOCATIONS)social ! we TOPSYare WHEN social ARE THEY !SAYING IT? (TIMES ! we & OCCASIONS)are TALKWALKERWHY ! ARE we THEY are SAYING social IT? (MOTIVATIONS & EXPECTATIONS)TWAZZUPsocial WHO ELSE IS INVOLVED IN THE CONVERSATION?we WHICH ELEMENTS ARE ENGAGING OTHER PEOPLE?HOW MIGHT THE CONVERSATION IMPACT THE BRAND?are socia