Research for Strategy Planning

Social Media ListeningDiverse Industries

• Salesforce

• Cisco

• Clemson University

• American Red Cross

• Gatorade

• MLB

• Moviestar Columbia

• Tampa Bay

Requirements

• Clear social media strategy

• Listening model– Categorize by priority

– Metrics of interest

• Social media policy

• Crisis plan

• Well trained team

Goals of Social Listening

• Determine customer sentiment for the brand

• Signal an oncoming crisis or manage an existing crisis

• Generate new business

• Keep abreast of the competition

• Identify customer service issues

• Obtain feedback on products, brands, strategies and plans

• Track the industry and trends

• Locate the opinion leaders and influentials in the category

Apply Magic Sauce

Web Crawler Example

Accuracy is a Problem

• Is this positive or negative?

– “My Mom Hates on my Chobani”

– “How am I supposed to eat Chobani with a fork”

• Accuracy of 60-65%

• Language is idiosyncratic and layered in meaning

• Content Analysis

Image Recognition

• Can a computer recognize this image? What would it say?

Image Software Comparison

Cloud Vision API (Google)

Cloud Vision Sentiment

Amazon Rekognition

Tracking Logos

talkwalker Image

Recognition

Nutella

• Nascar Social Media Listening Center Video• Overall, NASCAR drew 256 million social engagements across all its digital

platforms, an 87 percent increase year-over-year, and a massive increase of video content views.

• The Daytona 500 itself saw a 63-percent increase in race day impressions, while engagement with NASCAR content tripled.

• NASCAR saw a 14 percent growth in followers across its social and digital platforms by 2016.

• Still lost sponsors including Target and Sprint. 2017 Sponsors

• Nascar Snapchat “Our Story

• Behind-the-scenes look at The Official Throwback Weekend of NASCAR from the perspective of fans and drivers during race day in Darlington, South Carolina, on Sept. 3.

• Fans in and around the race track will be able to share their unique race-day experiences by submitting Snaps to the collective Story.

• Snapchat Video

• Why has Nascar implemented a Snapchat Strategy?

Trouble at NASCAR

• Despite a captivating Chase playoff featuring Jimmie Johnson’s pursuit of a record-tying seventh championship, largely competitive racing throughout, and Jeff Gordon’s likely final two NASCAR starts, television ratings continued to sag, and in many instances appear to be cratering.

• Ratings have fallen to such a level that NASCAR’s television partners have taken notice — and even attempted to take action. Specifically, as ratings plummeted during the schedule’s second half of the season, NBC Sports executives went to NASCAR multiple times offering suggestions on how to better promote the product.

• The number of spectators watching in-person has also fallen. The three publicly traded companies that operate all but two of the 23 tracks on the schedule report a decline in admission revenue from 2010-2015. Dover Motorsports Inc. suffered a 51 percent decline, Speedway Motorsports Inc. a 28 percent decline, and International Speedway Corp., a 19 percent decline.

• Not only are fewer people watching and attending Cup Series races, but those that do are primarily older and fall well outside the 18- to 34-year-old demographic coveted by advertisers. Which made NASCAR’s successful courting of Monster a significant triumph, something NASCAR executives have not been shy in touting.

Snapchat Metrics

• Unique Views

• Screenshots

• Completion Rates

• Fall off Rate – When they stop watching

• Time of Day Activity

• On Demand Geo-Filter

Snaplytics

Social Media Monitoring

• Evaluate brand sentiment

• Monitor competitors

• Track trends

• Analyze keywords

• Identify bloggers &

influencers

• Determine site analytics

Social Listening Tools

Tool Function Availability

Social Mention Provides real time information of brand

mentions across the internet. Includes

sentiment, keywords and hashtags.

Free access

Klout Scores individuals and companies based on

their influence in social media.

Free access, gives an ability to find

company’s most recent information

and news feed.

Hootsuite and

Tweetdeck

Customizes a dashboard with relevant brand

information from social networking sites, and

key brand properties.

Hootsuite: free access for 3 social

profiles, if need to add more than 3

the website offers paid monthly

plans.

Tweetdeck: Free access

Buzz Sumo Tool that examines engagement and links for

brands and competitors.

Free Access

How Sociable Shows the weekly online activity of a brand on

various social media platforms.

Free Access

TweetReach and

FollowerWonk

Provides information on followers. Free Access

Keyhole Hashtag tracker Free Access

Social Mention Measures Explanation

Strength The likelihood that a brand is mentioned in

social media.

Specific phrase mentions divided by total

mentions in the medium.

Sentiment Ratio of general positive to negative

mentions.

Passion The likelihood that people repeatedly

discuss the brand.

Reach The number of unique authors relative to

total mentions.

Which types of social media monitoring can Social Mention do?

Social Mention

Klout

Which sports stars have the highest Klout scores?

Social Media Tools Exercise

• Analyze followers using:

• TweetReach

• FollowerWonk (compare users)

• Buzz Sumo

• Likealyzer - Meltwater

• Show the class what the tool can do. Take Screenshots

@VersailleSeries

Iconosquare

Real Time Optimization

• Monitor social media to optimize campaigns

• Determine what works and what does not and adjust the strategy

• Monitor with Google Analytics to watch conversions or metrics from social media sites.

• What Facebook Values in Posts Video

Machine Learning for Optimizing

Keyword Search Tools

Tool Function

Search Engine

Key Word

Suggestion

Most search engines suggest key words when users type terms into the search

box and marketers can see which terms are most popular with searchers.

Google offers “instant” search that appear as people type characters into the

search engine.

Google

AdWords Key

Word Planner

Allows users to enter key words, websites or product categories to determine

the number of global and local (country) monthly searches and the level of

competition for each search term. Advanced functions allow for location,

language, devices and cost. The tool allows the users to see different key

words for online versus mobile search.

WordStream

Key Word

Suggestion Tool

and Negative

Key Word Tool

The suggestion tool provides the relative frequency, search volume and level

of competition for a key word or phrase. The negative key word tool shows

words that often appear with a key word, but may not be relevant to a brand.

WordTracker Provides information for key words including: volume, competition, number of

sites that use the keyword on both their title page and on links within the page

and an effectiveness measure.

SEMRush Provides information on traffic to websites, countries in which a website ranks

in organic and paid search and the key words purchased by competitors.

Spyfu Provides daily keyword advertising budgets for brands and competitors, top

key words used in paid and organic searches and a list of recent ads posted.

Keyword Research

• Spyfu

• SEMRush

• SERPs

• Enter your brand into the search and determine the information you are given. What is the difference in the services?