Slides from our session at CommsCamp, in Birmingham 26th February 2013. Provides tools and techniques for listening and monitoring in social media, and shows you how it has a lot to do with internet dating.

1. Listening and monitoring with social media
@claremontcomms
www.claremont.org.uk/sms

3. Dating at scale!

4. Listening and monitoring
1. Learn “The Rules”
2. Writing your lonely hearts ad
3. First dates
4. Meet their friends
5. Going steady

5. The rules of online dating:
strategy and planning!

6. A strategy for listening
Why are you listening?"
What are you going to do with the output?"
Set objectives"
Who will do it?"
Tools and frequency"
Interaction plan"
Reporting, analysis, optimisation"

7. Why listen?!
Monitor reputation"
Research customers"
Research competitors"
Customer service"
Generate ideas"
Measure marketing impact"
...plus, relatively cheap and risk free"

8. Writing your lonely hearts advert:
keyword research!
http://www.flickr.com/photos/adamfletcher/3466121148/

9. Finding Mr or Mrs Right!
1. You will be ________________________
2. You will be interested in _____________
__________________________________
3. We’re interested in ________________
__________________________________

10. Keyword research tools!
www.google.co.uk , www.youtube.com

11. Keyword research tools!
www.google.com/trends

12. Keyword research tools!
http://adwords.google.co.uk

13. First dates: looking for the right signs!

14. Google search options

15. Specialist social media search !
www.topsy.com www.socialmention.com

16. Search by more than keywords!
See who’s talking about a particular…"
"
Page of content (URL)"
Website (URL)"
@User on Twitter"
#hashtag"

17. No true love? Then back to the ad!
1. You will be ________________________
2. You will be interested in _____________
__________________________________
3. We’re interested in ________________
__________________________________

18. Meet their friends: good influence?!

19. How to define influence!
Engaged followers"
Reach"
Response and interaction"
Frequency and proliferation of content"
Sentiment"
Offline celebrity"
Topicality is important"

20. Assessing influence!
www.klout.com

21. Assessing influence!
www.peerindex.net

22. Assessing influence!
www.alexa.com

23. Use your CRAP detector!
Currency
Reliability
Accuracy
Purpose/Point of view
h"p://lisagoldresearch.wordpress.com/2010/09/20/the-­‐crap-­‐
test-­‐for-­‐evalua<ng-­‐sources/

24. Going steady: listening, responding,
engagement?!

25. Google Alerts!
www.google.com/alerts

26. Dashboards
www.netvibes.com

27. Tweetdeck
www.tweetdeck.com

28. Hootsuite
www.hootsuite.com

29. Deciding whether to respond!
Take
reasonable
ac<on
to
fix
issue
and
let
customer
know
ac<on
taken
Posi<ve
Nega<ve
Yes
Yes
No
Do
you
want
Assess
the
Evaluate
the
Does
customer
need/
to
respond?
message
purpose
deserve
more
info?
Yes
Unhappy
Yes
Are
the
facts
No
Gently
correct
the
No
Response
Customer?
correct?
facts
No
Yes
Can
you
add
No
Dedicated
Yes
Are
the
facts
No
value?
Complainer?
correct?
No
Yes
Is
the
Explain
what
is
being
Respond
in
Thank
the
Comedian
Yes
problem
done
to
correct
the
kind
&
share
person
Want-­‐to-­‐Be?
being
fixed?
issue.
No
Adapted from the US Air Force Blog Triage Yes
Let
post
stand
and
monitor.

30. Thanks!!
@claremontcomms
www.claremont.org.uk/sms