Presentation for SMX Social Media Marketing Conference in Las Vegas on November 19, 2014. Tips for marketers and businesses on how you can use social listening to further your business goals. Includes some free tools for listening.

1. How to Use Listening to Reach Your Business Goals!
#SMX #13A
@Karianne
Listen
Up!"
Karianne Stinson!
Social Media Manager at Priceline.com!

2. #SMX #13A
Karianne Stinson
Social Media Manager
@Karianne
@Karianne

3. #SMX #13A
“Your brand is what people
say about you when you’re
not in the room”!
!
-Jeff Bezos!
Founder of Amazon!
@Karianne
But with social media, you actually can be “in the room” to hear what people are
saying, as long as you take advantage of listening!

4. #SMX #13A
@Karianne
Conversations will happen,
whether or not you listen."
According to a report from Altimeter at the end of 2013, only 42% of businesses
were using social listening to learn from their customers.!

5. What is social listening?"
#SMX #13A
News !
Sites!
!
Blogs!
!
Forums!
Review !
Sites!
Calling it social listening is actually misleading, as many tools bring in more @Karianne
media than just posts from social networks.!

6. #SMX #13A
@Karianne
Can you hear your customers now?"
Do you know what your customers are saying about your products and services?
Do you know what your potential customers want?!

7. What’s in it for your brand?"
#SMX #13A
@Karianne
Customer
support &
retention
Social
Listening
Competitive
analysis
Product
development
Content
marketing
Identify
influencers &
advocates
Market
research
Sales support
Crisis
Monitor
sentiment
management
Listening is so much more than social media, and it benefits more than the social
media marketing team.!

8. #SMX #13A
@Karianne
Did your campaign work?
Ask the biggest focus group ever!"

9. #SMX #13A
@Karianne
Listening can help drive business goals"
Ø Increase revenue!
Ø Reduce customer service calls!
Ø Improve products and services!
Ø Influence public opinion!
It’s good to set your KPIs and metrics for social listening before you start. What
business goal you want to drive will impact what you do and how.!

10. #SMX #13A
@Karianne
Free Tools
(or really inexpensive)!

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@Karianne
IceRocket
Icerocket by Meltwater lets you search topics across blogs, Twitter and
Facebook.!

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@Karianne
Mention"
Get alerts any time certain brands or terms are stated online with Mention.!

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@Karianne
Twilert"
Twilert allows you to set up a search and receive updates as frequently as you’d
like.!

14. #SMX #13A
@Karianne
Bottlenose Sonar Solo"
Sonar Solo from Bottlenose Labs gives a view into what people are talking about
right now and how topics are connected in conversations.!

15. #SMX #13A
@Karianne
Google Trends"
Google Trends is a way to identify what is driving conversation around your
brand. You can also compare your brand to your competitors.!

16. #SMX #13A
@Karianne
Google Trends"
Google Trends rising queries is a great way to identify topics of interest for
content marketing efforts.!

17. #SMX #13A
@Karianne
TweetReach"
TweetReach is a great way to measure the effectiveness of your brand’s tweets
and identify your brand’s advocates on Twitter.!

18. #SMX #13A
Twazzup is another tool to help you identify your brand’s advocates on Twitter.! @Karianne

19. #SMX #13A
@Karianne
Twazzup
Dig into keywords to learn more about what people are saying specifically.!

20. #SMX #13A
@Karianne
Twitalyzer
Twitalizyer is a great way to research a bit about your potential customers and
brand advocates. !

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@Karianne
Social Mention
With Social Mention you can do a quick search to see helpful information related to
your topic. Especially good to see potential influencers and hashtags to highlight.!

22. #SMX #13A
Topsy gives a quick snapshot on your brand, competitors or topics of interest.! @Karianne

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@Karianne
Topsy"
Topsy’s trend chart shows the volume of tweets per day as well as the top tweet
for that day.!

24. #SMX #13A
@Karianne
Hootsuite"
Hootsuite lets you listen within the platform so you can easily monitor and
respond to customers.!

25. #SMX #13A
@Karianne
Know the context. Don’t be a creeper!"

26. #SMX #13A
@Karianne

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@Karianne
Sometimes free isn’t enough"
Data Challenges:!
!
Ø Volume!
Ø Velocity!
Ø Variety!
Free is a nice price, but the cost comes in efficiency and effectiveness. As your
social marketing efforts grow, you may want to invest in a better listening tool.!

28. #SMX #13A
@Karianne
The best listening tools allow you to do more than
just listen"
Synthesio, Sprinklr and Visible Technologies rated as leaders in The Forrester
Wave report on Enterprise Listening Platforms in Q1 of 2014.!

29. What criteria are important to you to help you reach
your business goals?"
#SMX #13A
@Karianne
Data Quality!
Breadth and depth of data coverage; amount of junk content and ability to get rid of it through
keywording and blacklisting!
Usability / UX & UI!
Ease of navigation and ability to see the data you want, Look of dashboards, ability to modify
colors and fonts, options for branding on dashboards!
Setup & Customer
Support!
Ease and speed of setup and reporting; availability of training; level of customer support!
Owned Channel
Coverage!
Ability to specifically listen to conversation on owned channels like Facebook, Twitter, Google+
and others!
Workflow! Collaboration with team, sharing data or dashboards with client!
Metadata!
Detail of data beyond the post and data that is extractable, such as link to post, location, time,
number of followers and influence!
API! Data available through the API; type of API; documentation on the API!
Engagement!
Engagement suite with features including publishing, moderation, and engagement/workflow
on social channels!
Sentiment!
Scoring technique and accuracy; ability to change sentiment scoring and dictionary, and also
define which languages are scored for sentiment!
Value!
The degree to which the tool’s benefits outweigh its costs when considering capabilities, setup,
flexibility, resources required to maintain, etc.!
What are your business goals for using social media? That should drive your
evaluation of the right tool for you.!

30. #SMX #13A
@Karianne
Know your expertise and resources"
Boolean search operators can be helpful to get the right results, however these
types of queries take more training and experience to set up.!

31. #SMX #13A
@Karianne
Tips for social listening"
Ø Have a question you want to answer!
Ø Know key search terms!
Ø Pull a sample, then adjust as needed!
Ø Pay attention to spikes in the volume of mentions, dig into it to
the mentions to see what drove that conversation!
Ø Look at the word clouds to see if there is anything unusual or
something you didn’t expect!
Ø Notice the words used to describe your products or services!
Ø Make sure you know the context of a post before you engage!

32. #SMX #13A
@Karianne
32

33. It comes back to the ROI for listening"
#SMX #13A
@Karianne
Customer
support &
retention
Social
Listening
Competitive
analysis
Product
development
Content
marketing
Identify
influencers &
advocates
Market
research
Sales
support
Crisis
Monitor
sentiment
management

34. #SMX #13A
@Karianne
Thank
You!
@Karianne
www.kariannestinson.com
Download deck at bit.ly/SMXListenUP !