digital glasgow day 2 session 2 social media listening to support internationalisation
DESCRIPTION
Presentation by Alan Stevenson of Enegrise 2-0 on the use of Social Media Listening to develop international market knowledge and insightTRANSCRIPT
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Social Media Listening to support Internationalisation
Alan Stevensonwww.energise2-0.comwww.twitter.com/ast3v3nson
October, 2012
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Why Listen?
Social Media is a conversationnot a broadcast platform
Conversations are taking place relevant to your internationalisation plans – 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
“marke
t
experie
nce…
”
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: – International 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 International 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– Target markets
• 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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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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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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Needn’t be complex
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Proprietary tools exist also
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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?– Market insight?– 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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Thank You and Questions
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Dr. Jim Hamill Alan Stevenson
www.energise2-0.com
October, 2012