Social Media Listening Insights
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Presentation at the North Ayrshire Council e-Biz Conference, 10th Nov. 2011
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Social Media Listening Insights
- 1. ENERGISE2-0.COM Social Media Listening Dr Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com
- 2. Social Media: The State of Play Where are we with social media? What progress has been made? Where are we going? ENERGISE2-0.COM
- 3. What road are we on? ENERGISE2-0.COM
- 4. Our View on Progress Made Interest and enthusiasm has grown rapidly Channels are being set up But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI A broadcast mentality prevails……. ENERGISE2-0.COM
- 5. Is there something fundamentally wrong with our approach to Social Media in Scotland? ENERGISE2-0.COM
- 6. Something Wrong….. Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are? Is anyone listening anymore? Have the rules of business changed? ENERGISE2-0.COM
- 7. Be Social New ‘mindsets’ are required to be successful in social media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
- 8. Be ‘Customer Led’ Talking WITH rather than AT your customers is the core foundation of a successful social media strategy The basis of a good conversation is to listen first ENERGISE2-0.COM
- 9. The Five Key Things to Remember about Social Media ENERGISE2-0.COM
- 10. 1. It’s a Revolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ Internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
- 11. 2. It’s Social Marketing as a conversation; two-way dialogue Conversations are already taking place on the cloud relevant to your business – are you listening? ENERGISE2-0.COM
- 12. 3. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
- 13. ENERGISE2-0.COM
- 14. 4. Declining Effectiveness Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
- 15. 5. The End of Business as Usual New ‘mindsets’, new business approaches and new performance measures are required NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are ENERGISE2-0.COM
- 16. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
- 17. ‘Getting There’ ENERGISE2-0.COM
- 18. Avoiding the Road to Nowhere Listen first then…… ‘Social Media Planning Pays’ ENERGISE2-0.COM
- 19. ENERGISE2-0.COM Get Ready to Listen
- 20. Why Listen? Social Media is a conversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
- 21. Social Media Listening ENERGISE2-0.COM
- 22. Social Media Listening Collect Search and Relevance Filters Platforms and Channels Process Events assigned to the Social Graph Categorisation and Tagging Analyse Mention Volume and Importance Demographics and Timing Sentiment and Emotion Actionable Insights Source: Energise2-0 ENERGISE2-0.COM
- 23. 5 Key Steps to Effective Social Media Listening But first the Business Benefits ENERGISE2-0.COM
- 24. Business Benefits Listening provides business benefits: – Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects. Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation issues. – Improved Sales and Marketing. New prospects, customer and market opportunities. – Improved Performance Monitoring. Support a 6Is approach. ENERGISE2-0.COM
- 25. 1. What • What conversations do we need to monitor? – Our own brand – Product, industry, sector – Competitors – Customer segments – Geography/Location • Local • Regional • National • International ENERGISE2-0.COM
- 26. 2. Where • Where are the relevant conversations taking place? • What tools are available to help? ENERGISE2-0.COM
- 27. Tools are available to help • No or low cost tools such as… – Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as… – Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and Meltwater Buzz ENERGISE2-0.COM
- 28. Tools are available to help ENERGISE2-0.COM
- 29. Tools are available to help ENERGISE2-0.COM
- 30. 3. Set Up your Listening System • Set up a customised Social Media Listening System to deliver: – the right information – to the right people – at the right time – in the right format • But remember… – Think strategically ENERGISE2-0.COM
- 31. 4. Ask - So What? • Information is not knowledge • What are the results telling us? • Analyse and develop ‘Actionable Insights’ • Is this… – Something I should share with others? – A reputation issue? – A sales opportunity? – A new network contact or potential influencer? – An indication of where we should develop? – A bell-weather on how we are doing? – An indication of what our customers are feeling? ENERGISE2-0.COM
- 32. 5. Consider your Response • And finally… • Think seriously about how you will respond? • Are you fully equipped? Skills, Knowledge, Strategy, Plan ENERGISE2-0.COM
- 33. Social Media Planning Pays ENERGISE2-0.COM
- 34. Social Media Strategy and Action Plans • Use a simplified Balanced Scorecard approach to social media strategy development and implementation • Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ENERGISE2-0.COM
- 35. Develop a Strategy • What is the overall social media vision for your organization? • What are the key objectives and targets to be achieved? • Who are your customers? • What are the key actions and initiatives you need to take? • Organisation, resource and people issues ENERGISE2-0.COM
- 36. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / Targets Customer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4 Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - Actions Organisation Perspective Organisation Resource People ENERGISE2-0.COM
- 37. Potential Business Benefits of Social Media ENERGISE2-0.COM
- 38. Potential Business Benefits 5 main areas: • Market/Customer Knowledge & Insight • Engagement & Reputation Management • Enhanced Customer Experience and Loyalty • Sales/Marketing Effectiveness, Efficiency and ROI • Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
- 39. ‘Be Customer Led’ ENERGISE2-0.COM
- 40. Be Customer Led • Who are our customers, community, tribe? • Where do they hang out in social media? • How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
- 41. www.mashable.com ENERGISE2-0.COM
- 42. Thank You Talk with us www.energise2-0.com ENERGISE2-0.COM
- 43. A note on Inbound Marketing ENERGISE2-0.COM
- 44. Inbound Marketing Spread your content as widely as possible to get found Pull people to your web site, blog etc Flood your ‘funnel’ with suspects Analyse and Convert ENERGISE2-0.COM
- 45. Inbound Marketing ENERGISE2-0.COM
- 46. Inbound Marketing ENERGISE2-0.COM
- 47. What’s wrong with this approach? ENERGISE2-0.COM
- 48. Drowning in an Sea of Noise ENERGISE2-0.COM
- 49. Our Response ENERGISE2-0.COM
- 50. The Customer Manifesto We are not sales suspects, prospects or leads. We do not want to be converted We are no longer an ‘audience’ We are people. In fact, ‘We Are The People’ We are your customers and we are King! Social media empowers us. We control the Information Age. Welcome to our world, not yours! ENERGISE2-0.COM
- 51. The Customer Manifesto Don’t treat us like passive sheep waiting to be driven to your web site or blog Use social media to deliver exceptional Customer Experiences That way, we will become brand advocates and ‘spread the word’ for you Our network will listen more to us than you ENERGISE2-0.COM
- 52. We are the Children of the Revolution ENERGISE2-0.COM