listen & learn: monitoring social media for actionable business insights
DESCRIPTION
Distilling valuable business insights is a vast and largely untapped resource for social media monitoring.TRANSCRIPT
Listen & Learn
Monitoring Social Media to Draw Actionable Customer
Insights
Hello.
@KatFrenchSocial Media Manager• Google Analytics IQ• Inbound Mktg Cert. Pro.• Featured contributor,
Social Media Explorer AdAge 150 blog
LinkedIn: www.linkedin.com/in/[email protected]
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We begin with the age old question:
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or
The 18 Use Cases of Social CRM
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The 18 Use Cases of Social CRM
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Where most of the action has been in social media.
The 18 Use Cases of Social CRM
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Where most of untapped opportunity is.
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Why do we always insist on skipping this part?
It’s in the middle of everything for a reason.
It’s all about insights.
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“Data dumps” are not insights.
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Charts & graphs are not insights.
People harvest insights.
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Insights are distilled from data.
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Insights tell a story.
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Insights spark action.
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The 4 Types of Social Data
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How much?
How many?
“too hard”“too soft” “just right”“sweeter”“saltier”“faster” “more accurate”“best”“worst”
LikeDislike
LoveHate
PreferAvoid
PeripheralRandomUnexpectedSurprising“Off Topic”
“We’re fine here. Situation normal.”
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“How did I get here?”
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“I win!”
“Didn’t see that coming.”
The How and The Why of Drawing Insights
• Pull the unusual and significant data.
• Look at it across the 4 types of data.
• Apply context from your organic business knowledge.
• What action does the story suggest?
• Marketing and Advertising Insights
• Sales and Support Insights
• Innovation and R&D Insights
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Top Tips for Activating Insights Across Your Business• Don’t sit on your insights.• Don’t create data-dumps.• Do have a list of activators.• Do give appropriate lead time.• Don’t create rainbows & unicorns.• Don’t create tempests in teapots.
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THANK YOU!
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www.linkedin.com/in/katfrench