sysomos monthly webinar july - social listening 101

Speaker

Jason HarrisSr. Manager of Community & Evangelism

Jason Harris is Sr. Manager of Community and Evangelism at Sysomos. His background is in corporate community management, corporate communications and social analytics. He works like mad to ensure data is relevant to decision makers and stakeholders.

At Sysomos, Jason serves as a corporate liaison for the company’s clients, partners and customers as the head of community and brand evangelism.

@harrisja jharris@sysomos.com

Maybe you’re the new kid at school?

Maybe you’re starting from scratch?

Maybe you’re re-launching?

Let’s Define the Situation

You’ve come to this webinar because you’re looking for tips on how to launch a social campaign of some kind.

Perhaps you’re:

• Launching a new company• Have a new product• Defining a new market segment• Establishing your thought leadership• Having trouble developing your SM strategy

Social media is like a cocktail party.

Don’t be the brands blogs talk about.

7

Looking to instantly add value with your thoughts and product messaging?

Hold on cowboy (or cowgirl!)

First you must listen. Notice what’s being said and who’s saying it.

Find out how you can add value.

Let’s have some lightbulb moments.

Like any party or social situation, be helpful

Don’t Let This Be You

Why is your brand on social?

“We want to listen and know what’s being said about us online”

“We want to ensure our customers are happy post-purchase.”

“We want to drive awareness about our products and services”

“We want our existing customers to feel appreciated. We want to fan the flames.”

Sometimes lifestyle imagery is important. They make people feel excited about their brand choice.

This is an example of an image style was championed at Microsoft. It shows non-press images that show the phone in action. These photos are shared more than typical bland product shots.

Using the cocktail party theory, let’s explore tactics.

After we explore our goals. It’s time to get started in our strategy development.

Let’s find out:

• What your target audience is discussing .

• What ‘language’ they speak in.• Who the most influential voices

are.

Survey the Room

Competitive Intelligence

Let’s start by finding out what existing conversations are happening on social.

To surface conversations, think and search social channels on:

• Your competitor’s brand and product keywords.

• Your competitor’s social channels and the terms they’re using.

• Synonyms that describe your product.

• Your organization’s leaders’ names.

Use Case: Children's Tablet

Know the Language and the Norms

• Pay attention to what posts get the most re-tweets, favorite and responses.

• Take note of the language and terms being used in association with your developing dictionary of brand/product keywords.

• Use your listening tools text analytics capabilities such as Sysomos’ BuzzGraph.

• Adapt your social copy to the vernacular you’re witnessing.

Use Case: Children's Tablet

Find the Influencers• Every community has ‘influencers’

or thought leaders.

• By observing conversations around your key words, you’ll notice who the most quoted experts are.

• You can also use your listening tool’s influencer-finding capability.

• Note the top 5 and top 10 players and re-tweet them and striking up conversation.

Use Case: Children's Tablet

Take a Pulse: Competitive AdvantageHow can we learn from our competitors?

• Identify your top three competitors• Monitor their social handles, hashtags

and associated products and keywords• Monitor their leaders by name• Monitor influencers in their topic areas

across social channels

Hidden Conversations

Don’t forget about the often-missed areas of the web.

• Tumblr

• Reddit

• LinkedIn Blogs

• Forums

Build Your Organizations MonitoringNow, let’s start building our monitoring strategy.

• Identify your company’s name and your product names.

• Monitor you social handles, associated products and keywords.

• Monitor your leaders by name.

Don’t forget about common misspellings!

Engage, Be Helpful

• Re-tweet the pieces of content you find most useful.

• Always remember to give credit!

• Thank the original poster for sharing the information.

• Use Twitter’s “Quote” tool.

• Engage with the power players on their social channels of choice.

Develop Your Own Voice

You’ve spent weeks listening and getting to know the personalities and ways they like to communicate.

Now:• Start to develop your social

messaging map.• Use Marketing’s talking points and

adapt them for social media.• Test your theories and refactor

routinely.

Once you start listening and making business decisions in

light of social data, you’ve achieved Social Intelligence.

Harness Social Intelligence

Let’s look at other ways you can make smart business decisions with social intelligence.

• Inform social ad copy.

• Inform merchandising management.

• Decide what conferences and events to attend next.

• Proactively resolve customer service issues.

After the Presentation• Feel free to contact Jason for follow up questions

@harrisja or jharris@sysomos.com

• Please visit sysomos.com/webinars to sign up for next webinar

Thank You For Joining Us

@Sysomos