Learning from Listening Online

Bob BarkerVP Corporate Marketing and Digital Engagement

Alterian

http://twitter.com/bob_barker

Who am I?

Marketing guy

Social Media &

Community

Marketing

Prod Mktg

Sales

Exec’s

HR

Brand &Positioning

PR andVideo

Website/onlineSEO & PPC

Social Media& Community

Community Strategy

Prof Services

CustomerSupport

Managed Services

HR

Technology guy

Technology Brands I have worked for:

Connectedness – the new MBA

–Power of profile–Power of connection

–Power of collaboration–Power of trust–Power of friendship–Power of Influence

Influence - Robert Scoble (Scobleizer) effecton shareprice

Joins

550On Facebook

450On Facebook

Societal and business change

1500On Outlook

50 on Facebook

750On Facebook

NotOn Facebook

Social media is changing the way the world communicatesworld communicatesand it all starts with

listening...

Listening tools – the 101 guide

Social Media Monitoring Tool

How does it work?

Collect

Store

Social MediaWarehouse

Analyse

Engage

You are not required to Blog or required to Blog or Tweet to use an

SMM tool

Instant Market ResearchResearch

Marketing Holy grail = understand what your

customers want

“Never before in the field of marketing

was so much known about so many by so few”

Marketers have never had it so good

many by so few”

Is anyone actually talking about us talking about us

then?

Volume of conversations

Drill into the actual conversations

Find your Customer’s expressing their Needs

…beyond Twitter

• Blogs• Flickr• Forums

• Build WOM• Organic SEO• Ward off crises

http://www.consumeractiongroup.co.uk

But what is the competition up to?

Compare with competitors

Do we need to increase increase our SM activity?

Innovate with Industry & Competitive Insight

Find what you don’t know• Identify new markets and trends• Competitive strengths & weaknesses• Sentiment around competition

Create products that consumers want

Show me the money

Brandprotectionprotectionmechanism

Are they being nice?

Sentiment and Tone

Influence Public Relations

Do opinions online matter?• Monitor volume, sentiment and trending topics• Customizable dictionary – to pin down real sentiment

Show me the money

“We did not put the customer first”Toyoda, Sunday Times 28th March

Identify your influencersinfluencers

Who are these people who have the time to talk

about us online?

Demographics

And how influential are they?

Where do they hang out?

Auto Domains

The communities that advocate your products

• Join communities that advocate your products• Join that of your competitors

Create community

“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think

we can add value to the conversation. It’s not possible to participate in all of the threads, but there are

ways to identify which conversations are the most influential, which ones have the greatest reach,

and those are the one in which we’re most likely toparticipate. We've also created a consumer

advocate community as well as a platform that we’ll be launching in a few weeks to support their

activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft

What are the trends in what

people are saying?

Author tags – Consumer’s perception of our brand

Increase your SEO

Insight into consumers minds

• Theme clouds– Brand– Competitors– Industry

• Author tag clouds• Link building• PPC

Understand the geographic spread of conversations – find new markets

Show me the money

Fortune 500 consumer products company

discovered that over 75% of discovered that over 75% of its marketing spend did not

reach its most influential social channels

Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

But do they actually want to buy something?

Is it just talk?

Identify, allocate the conversation, speak to them and add value

Show me the money

A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations in social channels and conversations

as opposed to interrupting the conversation. Four months later, the

social channel territory sales comprised 10% of all sales.

Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

Conversations create transactions create transactions – people buy from

people

8 Stages of Listening

• No objective at all• Tracking of brand mentions• Identifying market risks and opportunities• Improving Campaign Efficiency• Measuring Customer satisfaction• Responding to customer inquiry• Better understand customers• Being proactive and anticipating customers

Source: Jeremiah Owyanghttp://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-

stages-of-listening/

Conversations Create

transactions

Influenceridentification

Instant brand

research

BrandProtection

http://www.youtube.com/watch?v=InrOvEE2v38

Once you have listened then its listened then its time to Engage

Impact of Social Media on Sales Funnel

A Community Based Approach

Write Once Publish many

Tweet key takeaways

Repurposing content opens new points of distribution and has a

compounding effect on reach

Start a discussion

Chop into episodic blog posts

Deploy as formal release

Repackage as presentation

Add voice for video

Tweet key takeaways

Asset deployment by SM channel

Twitter deployment Schedule

Suggested Tweet

Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight

Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterianhttp://bit.ly/IW/sm90 #Alterian

Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2

Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2

Week 5 Seems Inbound linking is the most challenging. Use SMmonitoriing guide your optimization – http://bit.ly/seoROI#AlterianSM2

MicroBlog/Realtime Blog/Community Website/Surfers

Moving Towards a Holistic Web Presence

1. 2. 3.

Coffee ShopChat/Gossip/Tips/Links

LibraryReading/research/Education/Sharing

StoreLearning/watching/buying

Its requires engagement technology and engaging people

Your people need to get engaged on social media

“Ask not what your company can do for you ask what you can you ask what you can do for your company (and yourself)”

Personal BlogsX

Personal BlogsX

Listening and engaging

• Listening rota’s by geography, by product

• Engaging in the conversation– Responding to blogs– Responding to tweets– Responding to tweets

• Participation– In Linked in groups– In Tweet ups– At events

Next Steps

Use the tool Drill into the detail

Read the book Read the Report

Value and ROI through listening

Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty, awarenessawareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

And finally...