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WHAT I'VE
LEARNT FROM
SOCIAL MEDIA
LISTENING
@brandjoe
Drivers for examining Social Data:
New insight, Targeted Marketing Activity, Better
planning & decision making, Competitive
advantage and NPD or NSD
A framework to future questions
DRIVING POSITIVE
CONSUMER ACTIONS

RICH DATA GIVES
US BETTER
CUSTOMER
INTELLIGENCE TO
DIRECT ACTIVITY

CONSIDER
EVALUATE

CUSTOMER DERIVES
MAXIMUM VALUE
FROM THE BRAND

THE LOYALTY LOOP
BOND
ADVOCATE
ENJOY
BUY

BRAND DERIVES
MAXIMUM VALUE
FROM THE
CUSTOMER
“ Your brand is what
people say about you
when you’re not in
the room”
Jeff Bezos, Founder of Amazon
Metrics

Innovation
&
Optimisatio
n

Content

Relationship
s
Social CRM

LISTENING

Social
Business

Content

Metrics

Paid Media
HOW IT WORKS
Listening programs
are developed to
derive insight that
will inform
business and
marketing strategy

Conversations
occur over social
platforms

Social data
aggregators

Listening and analytics
platforms structure
unstructured data
LISTENING
Who
Demographics

Attitudes
Triggers
Pain Points
Hot Topics

Where

Influencers

When

(and who to
recruit)

What

Competition

Is already
working

Share of the
conversation
SOCIAL MEDIA MEASURES
Measurement

Awareness

Engagement

Response

Advocacy

How many accounts
content reached

Number of new
fans/followers

Number of registrations

Number of RTs

How many impressions
across the reached
accounts

Number of comments

Number of Sales

Number of earned
conversations

Share of Voice

Number of conversations

Number of Requests

Sharethis/addthis metrics

Number of Views/Visits

Number of coupons
downloaded

Sentiment

Number of submissions
Number of clicks

Effectiveness

Cost per
Impression
Cost per unique visitor

Cost per
engagement
Cost per follower

Cost per lead
or Sale
Retention rates
Cost per sales/ lead
Average purchase cost

Cost per referral
SOCIAL MEDIA LISTENING
Campaign and
NPD tracking

Alerts &
News Jacking

Sentiment
tracking &
breakdowns

Influencer and
detractor mapping

Optimisation

Audience &
Competitor deep dives
UNDERSTANDING
CONTENT
EFFECTIVENESS
TOP SHARED PAGES
AFTER THE HOMEPAGE

616

132

109

593

261
CONVERSATIONS HOT TOPICS
Interest in the
equipment not as
important as
participation

Audience discussing their
participation and active
interest in the sport

Passion for the
sport
BUILDING OUT CONTENT
Creating great
stories through
audience focused
content

Low Frequency
High Value
Staff Pro
Engagement
Company
Events
Campaign activity
Company News & PR
(product launches)
User generated and
curated content
Golf and Tour, News and Tips

Consistent branding and comms
across multiple channels

High Frequency
Low value
Social optimization

SOCIAL OPTIMISATION
SOCIAL NETWORK
PERFORMANCE
Google + seems to be to
be performing as well as
Twitter

100000
90000

Total Shares on Site

80000
70000

Toyota

60000

Vauxhall
Fiat

50000

Kia
40000

Ford

30000

vw

20000

renault

10000
0
Facebook

Twitter

Google Plus

Linkedin

Pinterest

Delicious

stumble upon
BRAND SOCIAL PERFORMANCE
Huge sharing on
Facebook, skews
results

70000

Total Shares on Site

60000
50000

stumble upon
Delicious

40000

Pinterest
Linkedin

30000

Google Plus
Twitter

20000

Facebook
10000
0
renault

vw

Ford

Kia

Fiat

Vauxhall

Toyota
WITHOUT FIAT & VAUXHALL
5000
4500
Total Shares on Site

4000

stumble upon

3500

Delicious

3000

Pinterest

2500

Linkedin

2000

Google Plus

1500

Twitter

1000

Facebook

500
0
renault

vw

Ford

Kia

Toyota
ENGAGING YOUR AUDIENCE
WHERE THEY ARE
@brandjoe

Social
conversations
News jacking

NEWS
JACKING
LIFE OF A NEW STORY
SIGNALS
OLD NEWS
• Social Media Control
Centre
– Listeners
– Creative
– Decision makers
• Real-time advertising

• PR coverage
• More coverage than million
dollar ad spots
ANOTHER EXAMPLE
• Remember a few days ago when
you couldn't turn on your
television without hearing about
everyone's favorite Canadian
pop star? As one CNN anchor
put it, "the most important story
of the week".
• Reached over 14,000
likes, nearly 12,000 shares and
just shy of 700 comments. For
reference, the average across
the last 3 visual posts by Norton
would be 38 likes, 3 shares and
1 comment.
INFLUENCERS &
DETRACTORS
SCORING
SOCIAL SCORE
•
•
•
•

Reach
Reputation
Credibility
Broadcasting

SOCIAL
REALITY
•
•
•
•

Trust
Commitment
Expertise
Relevancy
INFLUENCERS
DETRACTORS
BLOGGER OUTREACH
SEGMENTATION

Need
content

Company news
Personal branding by
association
Winning

Want to be
influential

Doing their
day job

Support from
Callaway

Avid
golfers

Improving
their
handicap
Socialising

R&D

Publicity

Winning

Sales
Golf Authentic
Promotion of
business
Membership

Product
Launches

Golf Tours
Staff Pro’s

Joys of the game

Staff Pro news
SENTIMENT
SENTIMENT
PRODUCT
LAUNCH
PINGIT
BATTLE OF
THE BRANDS
FAN GROWTH
RESPONSE RATES
THEY DON’T NEED TO
WHEN TO ENGAGE
FACEBOOK
SOCIAL CONVERSATIONS
SUBSCRIBERS

10,333,000
Sky Q3 2012

3,795,500
Virgin Q4 2012
PAY TV COMPLAINTS
WHO WOULD YOU
CHOOSE?
TOOLS

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What I've Learnt from Social Media Listening

Hinweis der Redaktion

  1. These reports have been created by me alone to show some examples of brand insights.Full of ugly graphsAnd some good insightsYou may find a bit of swearing – sorry If you’re offended
  2. Show of HandsStudy from the Altimeter group showed that 41% of business are using social media listening to learn from their customersBUT ITS WORSE IN THE EVENTS INDUSTRY only 20% of of event marketing managers are using social media listening
  3. The customer decision process has fundamentally changed. A study by McKinsey showed that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it online.By examining data we can derive maximum value from our customers by truly understanding their needs throughout the buying process and delivering on these, allowing our customer to get the maximum value from us. DATA SHOULD BE AT THE HEART OF OUR BUSINESS DECISIONS
  4. With social they know your in the room – and they still tend to say itIn focus groups and even surveys people tend to answer the questions in a way that they wish to be portrayed by their peers, and while this may go in social tooSurveys and Focus groups people spend their time portraying themselves in a favorable light
  5. Conversations occur over social platformsTopsy GNIP and Datasift “crawl and scrape” the social conversations and use the twitter fire hose (essentially all the tweets from the beginning of time, rather than the restrictions that twitter puts on it’s API calls)Radian6 etc make sense of all this dataWe build listening programs where we will manual analyze data even down to the individual tweet rather than relying on things like automated sentiment analysis
  6. Listening informs should inform your strategy, tactics and actions
  7. Campaign and NPD tracking to discover what people are most talking about both positively and negatively, to help define the best features to promote in marcomms (on-site)Sentiment tracking to help refine customer service offering, discover what questions people are most asking and ensure the answers are easily findable on siteAlerts - Watch for spikes in conversation to take advantage news jacking / crisis managementOptimization When are the best times to engage your audience when will they be most receptive, what do they engage with
  8. Golf – actionable outcome
  9. When tracking your competitors sometimes the detractors are a good place to steal business from
  10. Next stage for this will bee
  11. PS4CONTROLLER
  12. Ask who has sky and who has virgin
  13. Massively skewedVirgin engagement is more negative
  14. This week
  15. Ofcom
  16. Virgin Media’s complaints were in line with the industry average at 0.04 per 1,000 customers, while Sky had the lowest number of complaints – 0.02 per 1,000 customers.per 1,000 customers, October 2011 – March 2013
  17. Ask who has sky and who has virgin