1. Scenario
Last year, a national hotel chain received a tweet
stating,
"Key lime pie: Win. Wi-Fi: Fail."
The hotel’s eCommerce team responded to the tweet
and contacted the technical staff at this specific hotel to
remedy the wireless issue.
What the team did not realize at the time was that the
person who posted the tweet was actually the keynote
speaker of a popular conference and during his
keynote address he mentioned his satisfaction with the
hotel’s responsiveness. The end result was a resolved
issue for an influential customer and a word of mouth
recommendation reaching well beyond the 7,000
people in the convention hall.
After this experience, the hotel recognized the power
of social listening and began to wonder where else
people were mentioning their hotel. They were already
using Shoutlet to monitor what was being said on their
hotel’s Facebook page and Twitter account, but
believed that more was being said on Individual’s
Facebook pages, tweets that weren’t directly
addressed to them, Yelp, Tumblr, and other sources.
The hotel chain added the Listening feature to their
Shoutlet account and within hours began detecting
mentions of their brands on a variety of social channels.
They soon created and optimized several listening
campaigns to monitor how they are perceived,
customer service issues, and opportunities to engage
with guests and potential guests.
They also compare how their hotel matches up against
other hotel chains, allowing them to get tangible data
points for establishing benchmarks and goals.
The hotel’s CEO is extremely pleased, claiming,
“Everyday I’m amazed at the insights we gain
from social listening. It comes in so many
different forms – customer needs, product
issues and ideas, marketing performance,
competitive intel and sales opportunities. Now
you don’t have to go to three different places to
listen, engage, and build trusting relationships.”
1. WHAT IS LISTENING?
Listening allows companies to monitor conversations about their
brand (or their competitors) that take place on Facebook, Twitter,
YouTube, Blogs, News Sites and several more social resources.
When brands tap into these conversations, listening becomes a
useful tool for:
• Understanding Consumers
• Evaluating Competitors
• Finding an Audience
2. HOW DOES LISTENING WORK IN SHOUTLET?
Brands set up campaigns that identify key words and phrases worth
monitoring, then Shoutlet filters out the noise and delivers the most
accurate and relevant results that contain these words. The real-
time results can be further grouped, filtered, and analyzed to meet
specific business purposes.
Based on the results, companies can learn about the overall
perception of their brand in the social sphere, sentiment of
competitor brands, customer service issues, key influencers that
speak positively or negatively about a brand, geographical hot
spots, and share of voice when compared to the competition.
Listening is offered through Shoutlet at an additional cost.
3. HOW DOES LISTENING MAKE SHOUTLET STAND APART?
Social Listening through Shoutlet offers comprehensive monitoring
that pulls high quality data, eliminating spam and any harmful
content.
Beyond the standard results, our listening solution also offers
additional features like side by side competitive data comparisons
between social networks and preset content data views that
require no additional complex setup. Our simplistic setup allows
customers to be up and running in minutes.
4. WHAT ARE THE ADVANTAGES FOR SHOUTLET CUSTOMERS?
With Shoutlet’s existing Social CRM, customers already have the
ability to listen to what’s being said about their brand on their own
social channels, but Shoutlet’s new listening feature allows brands
to listen to conversations happening across the web.
Shoutlet customers can listen to what consumers are saying on
major social networks (such as Facebook, Twitter, YouTube,
Google+, Flickr, and Reddit) to quickly evaluate the size and scope
of customer issues, create content that is proven to have value to
consumers, gain competitive intelligence, engage passionate
customers, and proactively influence “word of mouth” impact.
Our customers can choose to both listen one tweet at a time or
take a step back to view the larger picture by monitoring trends and
changes over time.
4 QUICK FACTS ABOUT...
Listening
4/11/13