experian techlightenment - social media masters summit presentation featuring charlie lee lee ...

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Powerful Relationship Building through

Listening & Action

Charlie LeeCOO – Techlightenment

Charlie.lee@techlightenment.com

@charliemlee@techlightenment

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Search articles/ blogs for related

keywords e.g. Google News

Social Media monitoring tools

evolve with basic automated

sentiment e.g. ScoutLabs/ Radian 6

Improvements to social media

monitoring tools. More accurate

automated sentiment and dashboards developing.

Quantitative, brand focus

More human/ qualitative analysis -

cluster analysis, informing strategy,

consumer segmentation

The Rise and Evolution of Social Media Monitoring

2005 2007 2009

Social Media Monitoring has seen huge changes in the last few years as Social Media has evolved. Today, Monitoring is heading towards more custom qualitative analysis to inform brand strategies and segment consumers.

2011

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Why Companies Need to be Listening

5 key reasons to listen:

1. Unprompted conversations by real consumer provides valuable insights

2. Measure yourself against competitors3. Understand your audience: what are people saying &

what interests them4. Negative sentiment/ complaints: customer service,

crisis management5. Where the conversations are taking place & how you

can engage/ get involved

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“The rise of social media is changing consumer behavior and expectations, with a knock-on effect on research. ‘The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research’.” Proctor & Gamble

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Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…

1. Choose a monitoring tool/ serviceThere are various free and paid-for tools on the market, and they vary in capability depending on coverage and price

2. Track mentions of your brand

Using one of the monitoring tools, track mentions of your brand on social media. Pay specific attention to negative sentiment and where it is occurring. Benchmark yourself against your competitors.

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Social Media Monitoring BasicsIn order to start Social Media Monitoring, there are a few things you must do…

3. Engage in the conversation

Create communities on Twitter and Facebook, and use them to encourage advocates, answer questions, and deal with complaints.

4. Create a strategy for social media engagement

Before you can grow levels of engagement on social media, guidelines need to be put in place to ensure engagement remains effective.

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Next StepsOnce you have the basics, it’s time to develop your social media strategy…

6. Use insights from social media monitoring to inform strategy

It is possible to understand your consumer and what is important to them through listening and engaging on social media. Use consumers’ comments to help inform content strategy, new product development and messaging.

5. Augment your quantitative approach of counting posts/ tweets with a more analytical, qualitative approach

Through moving away from simply counting posts/ tweets, it is possible to use social media monitoring as a tool for informing business decisions.

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The Next Generation

Social Buzz Analysis

Social media analysts and sociologists mine and analyse social conversations – complementing all quantitative analysis with qualitative assessments and interpretation.

Community Benchmarking

Our Social Brand Index measures size, growth and engagement against 100s of brands’ presence across Facebook, Twitter and YouTube.

Influencer & Conversation Mapping

Techlightenment analyses Facebook, Twitter and forums using proprietary tools to identify conversation clusters and map key influencers; revealing how users are connected on social media.

Audience Archetypes

Using a combination of social ethnographic research alongside digital and offline analysis, Techlightenment develops rich profiles of your core and prospective audience archetypes.

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Social Buzz Analysis – More than Just “How Many?”

Example Buzz Analysis Report

Rather than conventional social media monitoring, carry out social buzz analysis – looking at how conversations on social media affect your brand, and how you are performing in relation to competitors.

-Focus on trends/ the story behind the numbers, rather than fire-hose approach

-Benchmark yourself against competitors

-Human analysis of sentiment and topics: what do people think & what interests them most about your brand?

-Recommendations on how to improve your online presence; inform strategy/ focus for products and services

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Social Buzz Analysis – So What? Who Cares?

- Companies need to be aware of what people are saying about their brand. Why?- Customer service – listen and respond to your consumers- Understand real-time consumer preferences, sentiment and

intentions- Joining the conversation in the right places can bring more

credibility to your brand- Companies need to understand what interests customers,

advocates and detractors to figure out what the market actually needs

- Taking a step back and viewing the conversations on social media as a whole, can often highlight more strategic opportunities to make improvements and gain insights

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Community Benchmarking – Keeping up w/ the Jones?

Facebook Fan Page Benchmarking vs. Custom brand index

When building your presence on social media, it is vital to know how your communities are performing against the industry and competitor benchmarks.

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Community Benchmarking – So What? Who Cares?

- Companies should know how your communities are performing in relation to competitors/ their industry. Why?- If your community is performing below your industry

average, changes need to be made to improve- Find out what are your competitors are doing well

- Measure the size, growth and engagement of your communities to help optimise your social media presence

- Many social media metrics are meaningless without industry and sector-wide benchmarks

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Influencer and Conversation Mapping – A Picture Is Worth...In addition to Social Buzz Analysis, in-depth influencer and conversation mapping provides a strong visual of the conversation. This custom approach for Twitter, Facebook and forums helps to understand how conversation about your brand flows through social media, and who is influencing the conversation.

User Name Activity Popularity

Questions

Asked

Page<>Fan

Interactions

Persist-ence

Week of first

Activity

Weeks since last

Activity

Paul Smiley 18 0.2 2 1 0.3 16 10Wael Farouk Ahmed 16 0.2 0 1 0.6 11 8Anthony Phoenix Burke 14 0.4 0 1 0.3 21 4Brian Fernandes 14 0.4 0 0 0.9 11 2Krzysztof Chmiel 13 1.0 0 0 0.1 25 3Ashkor Hussain 13 0.6 2 0 0.6 25 2Wil Claveria 13 0.2 1 0 0.8 15 0Nadia Bennett 13 0.2 0 1 0.4 26 7Calvin How 12 0.6 4 1 0.5 25 5Karl Klemm 12 0.5 0 0 0.8 16 1

Current period Historic data

Weekly Activity

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Influencer & Conversation Mapping– So What? Who Cares?

- Companies should identify who is influencing the conversation on different social networks in order to listen/ engage

- Are they advocates or detractors? Influential advocates can really help to promote a brand online, whereas influential detractors can be extremely detrimental to the brand

- Find out how conversation flows through Twitter. The dissemination of information is vital in ensuring an effective online presence

- Identify key conversation sources/ threads, and understand what creates a lasting impact

- Identify keywords which resonate best with your audience, which can help inform content, messaging or targeting

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Audience Archetypes – Turn Insights into ActionGo beyond the conversations about your brand on social media, segment consumers in your industry; to better identify your current and prospective consumers and how you can reach/ engage with them.

Social Listening;Facebook Stimulus Testing;Social Survey

Research

Digital Behavior;

Offline Research;

Socio-Demographics

+

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Audience Archetypes – So What? Who Cares?

- Companies need to know who their consumers are on social media. Why?- Understand your consumers’ needs in order to

make yourself more relevant to your customers- Inform content strategy, targeting/ messaging,

new product development and more- Identify prospective consumers and how you can

reach them- Ultimately increase brand awareness and sales

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Social Research Platform – Don’t Just Listen, ASK!Ask questions on Facebook via a social survey, and build a profile of the gender, age, likes, interests, locations (and many more attributes) of different poll respondent groups.

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Social Research Platform: Understanding the likes of your audience

Facebook Like%

ViewersIndexed vs.

FB ave.Ave. Age

Misfits (Tv show) 34% x 181 21 +7%

Russell Howard (Comedian) 17% x 62 19 +2%

Rubberduckzilla (Public figure) 11% x 56 18 ~

Mock The Week (Tv show) 15% x 51 19 +3%

The Inbetweeners (Tv show) 22% x 48 20 +2%

Michael McIntyre (Comedian) 14% x 46 19 +3%

UP YOUR VIVA (Product/serv ice) 10% x 46 18 +2%

James Corden (Actor/director) 9% x 43 18 ~

Total Wipeout (Tv show) 9% x 36 18 ~

Skins (Tv show) 16% x 35 19 +6%

Lee Evans (Comedian) 9% x 34 19 +1%

Shameless (Tv show) 9% x 24 21 +1%

Ben & Jerry's (Food/beverages) 9% x 19 18 +5%

Cheryl Cole (Musician/band) 9% x 16 19 +1%

The Stig (Public figure) 11% x 15 20 +6%

Gender Skew

Like & Category

% Audience

Popularity

Indexing vs. Facebook

Ave.

Demographics of the Like

Total Panel / Audience

by Answer Group or any other

variable

AND

Understand Likes for your

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Social Research Platform– So What? Who Cares?

- Companies can ask their Facebook audience questions about their brand/ industry, a previously untapped source of segmentation data

- Through users’ profile data, it is possible to build up a profile of the types of people who answer certain questions. Why?

- Gain a deeper understanding into your consumers in terms of their gender, age, likes, interests, locations and much more

- Understand and compare how different consumer groups respond to different questions

- Hypotheses can be tested using Facebook Ad Stimulus testing

- Feeds Facebook advertising parameters directly

- Identify co-branding and cross-media Advertising opportunities

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What to do with good or bad news?

Good news

You have a high % of positive sentiment, loyal brand advocates and plenty of conversation.

DO:

Engage with and encourage your audience through positive responses

Answer any questions

Use your existing community to try and build your presence online

DON’T:

ˣ Patronise your consumers

ˣ Overreact to a negative post – your positive community will probably deal with it.

Bad news

You have a high % of negative sentiment and few brand advocates.

DO:

Respond to questions or complaints about your brand. Apologise if necessary

Reassure consumers. Be sympathetic, understanding, thankful and polite

Try to be proactive and helpful – the consumers will appreciate good customer service

DON’T:

ˣ Overreact/ try to have posts removed

ˣ Ignore your consumers

ˣ Patronise or argue with your consumers

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Good/ bad social media responses

StarbucksNestle

Starbucks have created a strong online community on Facebook and Twitter through listening, responding in real time and asking their consumers what they want.

25,783,160 fans

1,776,575 followers

Greenpeace attacked Nestle first on YouTube and then on its FB page about the source of its palm oil. Nestle handled this badly, mostly because it was caught off guard by the viral nature of social media.

Nestle tried to have the YouTube video removed, so protests moved to FB

Nestle threatened to delete comments left by individuals, which only adds fuel to the fire

Nestle responds rudely to protesters on their Facebook page:

Finally…

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Techlightenment, a part of Experian

Charlie Lee

Charlie.lee@techlightenment.com@charliemlee949.683.7040