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People are talking about you and your business in social media - wouldn't it be great to find out what they're saying? I take a look at how to use basic social listening techniques to inform your social media and content marketing strategy, based on some of the work I've done for the City & Guilds Group. This is an edited version of my presentation from the social media measurement and management stage at Technology for Marketing and Advertising 2014 (25-26 February 2014, Earls Court, London).
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LISTEN UP!
JENNY LYCETT
FIND ME ON TWITTER: @JENNYLYCETT
CONTENT MARKETING MANAGER, CITY & GUILDS
SOCIAL LISTENINGFOR SMARTER BUSINESS
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Small amount of
social listening
Significant changesto social strategy
Big impact
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
What do you mean by social listening, Jenny?
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
What is social listening?
• Use software to trawl social media for specific terms
• Be alerted whenever terms, brand names or hashtags important to you are used
• Find out who talks about your brand, services or content the most – and what they say
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Social mediaLISTEN
• Influencers
• Sentiment
• Volume• Results
ANALYSE
Social channelsENGAGE
And how does that actually work?
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Getting started: what are people saying about you?
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
What can you do about what they’re saying?
• Identify trends and work out how you can capitalise (for City & Guilds, congratulating people on qualifications)
• What have you learnt about how people perceive you? Do you need to take action?
• Does your listening tell you anything about what your customers want or need? (for City & Guilds, can we offer careers advice to qualified tradespeople who advertise on Facebook or Twitter?)
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Aug Sept Oct Nov Dec Jan Feb
Brand impressions – how much people are talking about us
Social listening introduced
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Who are your followers?
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Now you know who your followers are …
• Use tags to group followers together according to their interests and areas of influence
• How can this information inform your strategy for content?
• What don’t you already provide that your followers want or need?
• Work out how you can service your existing, organic followers
• Will you need to rethink how to approach a specific campaign now you have a better idea of who follows you and how they behave online?
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Use listening to build on a marketing campaign
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
Listen to the terms you’ll be using in your campaign:
• Start to build and increase your audience – follow and engage with people you’d like to reach
• Identify the influencers in your area and use them as brand ambassadors
• Consider offering brand ambassadors exclusive access to your content in exchange for a blog post or retweet
• Work out which hashtags and terms are most popular in your area and copy them when tweeting your own content
LISTEN UP!
SOCIAL LISTENING FOR SMARTER BUSINESS
@CITYANDGUILDS @JENNYLYCETT
To sum up - top tips for social listening
• Start by listening to what people are saying about you
• Pick 2-3 trends and work out how you can capitalise or respond – even small things can make a difference
• Find out who follows you naturally and use it to inform your strategy – not the other way around
• Be specific and focused with the terms you use for listening
• Explore your stats and work out what they’re telling you – don’t get hung up on followers.
THANK YOU
JENNY LYCETT
FIND ME ON TWITTER: @JENNYLYCETT
CONTENT MARKETING MANAGER, CITY & GUILDS
