mastering social media workshop 1 - social media listening

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Social Media Listening

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

January, 2012

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Why Listen?

Social Media is a conversationnot a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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Social Media Listening

Search and Relevance FiltersPlatforms and Channels

Brand

mentions

Collect

Actionable Insights

competitors

New products@replies

“I thought it

was

great…”

Events assigned to the Social GraphCategorisation and Tagging

Process

Mention Volume and ImportanceDemographics and Timing

Sentiment and Emotion

Analyse

#noise

@clogger

Irrelevant

comments

“had a terrible

experience…” staff

RT: check out this video

RT: noise to be ignored

PR: Broadcasting

postsIrrelevant

channels

More noise

comm

ents

Source: Energise2-0

“I’m walking the

dog…”“X-Factor is

Great..”

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5 Key Steps to Effective Social Media Listening

But first the Business Benefits

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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.

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1. What

• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– Geography/Location

• Local• Regional• National• International

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2. Where

• Where are the relevant conversations taking place?

• What tools are available to help?

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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

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Social Mention

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l

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u

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Social Mention

• Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions

• Sentiment: is the ratio of mentions that are generally positive

• Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors)

• Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions

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Topsy

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f

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Tools are available to help

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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

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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?

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5. Consider your Response

• And Finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan

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Create Your Own Social Media Monitoring Tool

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Steps

A number of steps are required in order to create a Social Media Monitoring Tool for your business...

A. Create a Google Reader Account

Go to https://www.google.com/accounts/NewAccount?service=reader and complete the form indicated

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B. Identify your key search terms

– Relevant roots• Products• Company name• Brand names• Key staff• Industry

– Other Parameters• Geography• Qualifiers

– Filter out noise• Not phrases

1. Morrisons + Hauliers (rather than Morrisons)

2. Visited + “Loch Fyne Seafood” + Scotland

3. Cruise + Clothes –Tom –Liner

Save your Search terms to a Notepad or in Excel

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C. Find Relevant Subscriptions•Go to www.topsy.com, relevant blogs or other SMM tool•Make relevant searches using your key search terms•On Returns page, subscribe to the feed

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D. Add to Google Reader•Click Subscribe to RSS •Follow choices provided

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You can also copy the url and enter directly into Google Reader

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E. Manage Subscriptions in Google Reader

• Go to Google reader• Click Settings and

then Subscriptions• Add a new Folder

(create folder called FOLDERNAME)

• Move new subscriptions to FOLDERNAME

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F. Monitor Your River of News

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G. Create your own workflow

Using Google Reader, you can share a username and password and all access the River of News. Google Reader will allow you to assign more important posts through the following functionality: a) Add Star b) Edit Tagsc) Keep Unreadd) Share by Email

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• You can also search within a label or Starred Items for keywords, as follows:

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G. Import Elsewhere• Although, what we have covered could be considered a good

enough means of monitoring Social Media for relevant comments – you can also import and export your xml feeds into other tools.

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View Google Reader in Other Readers

View your Google Reader Feeds in desktop-based RSS readers • Try a tool like RSS Owl http://www.rssowl.org/ • Provides built-in workflow functionality• Allows export to html and export to other formats• Similar tagging and sharing functions as Google Reader

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H. Start Monitoring: Create a Virtuous CycleRemember why you are doing this! • Look for actionable insights

– Market, competitor and customer insight– Sales opportunities– Content opportunities– Identify reputation issues

• Subscribe to key sources directly e.g. a great forum or blog• Refine and review on an ongoing basis

– Are you getting enough insights?– Are you creating enough buzz?

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Thank You and Questions

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Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

January, 2012