25. Social Listening Framework Social listening programs start by discovering data, synthesizing it into findings, segmenting / prioritizing, and shepherding insights internally to key company functional areas. Discover - Harvest relevant social data Analyze - Separate signal from noise Segment - Segment social data by business function and/or defined categories Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process Execute – Informed action based on insights from strategic listening
40. Listening means MUCH more than monitoring mentions of your company, brand, product name(s)
41. Listening relies on a combination of leading tools and platforms, but the real value is dependent on the quality of the data coming in and the quality of the analyst
42. Establish strategic listening posts, not as a one time effort, but as an ongoing strategic listening program (Don’t turn off the insights fire hose!)
43. Online listening can positively impact many different business functions across the organization, not limited to marketing and advertising campaign improvements
44. Resource: Social Media Monitoring Tools Wiki - http://wiki.kenburbary.com11
53. Facebook Analytics – via Plugins Share analytics Social plugins are an important and growing source of traffic (and they don’t require a FB brand page)
58. Drill down into major social platforms to discover content consumption trendsOff-site engagement represents the majority of time / attention your content receives
72. 290,000 players in first 24hrs after launch with no marketing
73.
Hinweis der Redaktion
Image source: HikingArtist.com
Consumers now trust “people like me”
This is one of the most overlooked issues in marketing today. Much of the content on social networks, even the best stuff, can decay before the intended audience has a chance to see it.Yahoo looked at this further. On Facebook the situation is even worse. Branded content can be pushed out by EdgeRank, a highly personalized algorithm that shapes what you see based on interests, who you interact with on Facebook the most and more.
Listening is the foundation for understanding the digital consumer. Use primary research, social listening, surveys, and user polls to develop well defined profiles for each segment
4 main components for researching consumer segments
4 main components for researching consumer segments