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Karianne StinsonSocial 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 BezosFounder 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

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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?

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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?

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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?

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

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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.

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Free Tools (or really inexpensive)

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IceRocket

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

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Mention

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

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Twilert

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

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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.

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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.

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Google Trends

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

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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.

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Twazzup

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

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Twitalyzer

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

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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.

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Topsy

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

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Hootsuite

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

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Know the context. Don’t be a creeper!

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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

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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.

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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.

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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.

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Tips for social listening

Ø  Have a question you want to answerØ  Know key search termsØ  Pull a sample, then adjust as neededØ  Pay attention to spikes in the volume of mentions, dig into it to

the mentions to see what drove that conversationØ  Look at the word clouds to see if there is anything unusual or

something you didn’t expectØ  Notice the words used to describe your products or servicesØ  Make sure you know the context of a post before you engage

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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

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

#SMX #13A @Karianne

www.kariannestinson.com

@Karianne

Thank You!