listen up! how to use listening to reach your business goals

#SMX #13A @Karianne

Karianne Stinson!Social Media Manager at Priceline.com!

Listen Up!"

How to Use Listening to Reach Your Business Goals!

#SMX #13A @Karianne

Karianne Stinson Social Media Manager @Karianne

#SMX #13A @Karianne

“Your brand is what people say about you when you’re

not in the room”!!

-Jeff Bezos!Founder of Amazon!

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!

#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.!

#SMX #13A @Karianne Calling it social listening is actually misleading, as many tools bring in more

media than just posts from social networks.!

News !Sites!

!Blogs!

!Forums!

Review !Sites!

What is social listening?"

#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?!

#SMX #13A @Karianne

Social Listening

Customer support & retention

Competitive analysis

Product development

Content marketing

Identify influencers & advocates

Market research

Crisis management

Sales support

Monitor sentiment

Listening is so much more than social media, and it benefits more than the social media marketing team.!

What’s in it for your brand?"

#SMX #13A @Karianne

Did your campaign work? Ask the biggest focus group ever!"

#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.!

#SMX #13A @Karianne

Free Tools (or really inexpensive)!

#SMX #13A @Karianne

IceRocket

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

#SMX #13A @Karianne

Mention"

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

#SMX #13A @Karianne

Twilert"

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

#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.!

#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.!

#SMX #13A @Karianne

Google Trends"

Google Trends rising queries is a great way to identify topics of interest for content marketing efforts.!

#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.!

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

#SMX #13A @Karianne

Twazzup

Dig into keywords to learn more about what people are saying specifically.!

#SMX #13A @Karianne

Twitalyzer

Twitalizyer is a great way to research a bit about your potential customers and brand advocates. !

#SMX #13A @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.!

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

#SMX #13A @Karianne

Topsy"

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

#SMX #13A @Karianne

Hootsuite"

Hootsuite lets you listen within the platform so you can easily monitor and respond to customers.!

#SMX #13A @Karianne

Know the context. Don’t be a creeper!"

#SMX #13A @Karianne

#SMX #13A @Karianne

Sometimes free isn’t enough"

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.!

Data Challenges:!!Ø Volume!

Ø Velocity!

Ø Variety!

#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.!

#SMX #13A @Karianne

What criteria are important to you to help you reach your business goals?"

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.!

#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.!

#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!

#SMX #13A @Karianne

32

#SMX #13A @Karianne

Social Listening

Customer support & retention

Competitive analysis

Product development

Content marketing

Identify influencers & advocates

Market research

Crisis management

Sales support

Monitor sentiment

It comes back to the ROI for listening"

#SMX #13A @Karianne

www.kariannestinson.com

@Karianne

Thank You!

Download deck at bit.ly/SMXListenUP !