Listen Learn Earn

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Post on 01-Nov-2014

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The importance of listening in Social Media. Not only to post.

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  • 1. LISTEN, LEARN, EARN USING SOCIAL MEDIA LISTENING TO ADD TANGIBLE BRAND VALUE SIMON KEMP WE ARE SOCIAL awree social We Are Social @wearesocialsg #ListenLearnEarn 1
  • 2. We Are Social B2B Social @wearesocialsg 2
  • 3. SOCIAL LISTENING: THE ART AND SCIENCE OF DISCOVERING VALUABLE INSIGHTS We Are Social @wearesocialsg #ListenLearnEarn 3
  • 4. CONTEXT Social media listening is an essential addition to todays strategic toolkit, and it can add value throughout your organisation. This guide explains how to make best use of social listening for your brand, from choosing and using the right tools, to adopting best practice. We Are Social @wearesocialsg #ListenLearnEarn 4
  • 5. THE REAL VALUE IN SOCIAL MEDIA COMES FROM WHAT WE HEAR, NOT WHAT WE SAY We Are Social @wearesocialsg #ListenLearnEarn 5
  • 6. YOU CANT LEARN ANYTHING WITH YOUR MOUTH OPEN. ~ EARL NIGHTINGALE We Are Social @wearesocialsg #ListenLearnEarn 6
  • 7. EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA We Are Social @wearesocialsg #ListenLearnEarn 7
  • 8. EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLES LIVES, CHOICES AND BEHAVIOUR We Are Social @wearesocialsg #ListenLearnEarn 8
  • 9. EVEN PHOTOS OF LUNCH REVEAL A HUGE AMOUNT ABOUT PEOPLES PREFERENCES We Are Social @wearesocialsg #ListenLearnEarn 9
  • 10. HOWEVER, MOST MARKETERS ARE ONLY LISTENING FOR MENTIONS OF THEIR BRAND We Are Social @wearesocialsg #ListenLearnEarn 10
  • 11. AS A RESULT, WE MISS OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE We Are Social @wearesocialsg #ListenLearnEarn 11
  • 12. . FROM .! SELECTIVE HEARING TO ACTIVE LISTENING We Are Social @wearesocialsg #ListenLearnEarn 12
  • 13. LISTENING SHOULDNT JUST BE ABOUT MEASURING PAST PERFORMANCE We Are Social @wearesocialsg #ListenLearnEarn 13
  • 14. SOCIAL LISTENING CAN ADD VALUE TO EVERY PART OF YOUR ORGANISATION We Are Social @wearesocialsg #ListenLearnEarn 14
  • 15. LISTENING ADDS VALUE EVERYWHERE PRODUCTS PACKAGING ADVERTISING CUSTOMER SERVICE POS ACTIVITY RECRUITMENT We Are Social @wearesocialsg #ListenLearnEarn 15
  • 16. CONTEXT: WEB SEARCH HELPS US TO ANSWER QUESTIONS WE ALREADY HAVE We Are Social @wearesocialsg #ListenLearnEarn 16
  • 17. BUT LISTENING IDENTIFIES THE QUESTIONS WE DIDNT KNOW WE NEEDED TO ANSWER We Are Social @wearesocialsg #ListenLearnEarn 17
  • 18. WHEN USED PROPERLY, SOCIAL LISTENING BECOMES A BRANDS DISCOVERY ENGINE We Are Social @wearesocialsg #ListenLearnEarn 18
  • 19. LISTENING CAN HELP TO IDENTIFY INSIGHTS THAT CHANGE THE WAY WE DO BUSINESS We Are Social @wearesocialsg #ListenLearnEarn 19
  • 20. MAKE THINGS PEOPLE WANT VS MAKE PEOPLE WANT THINGS ~ JOHN WILLSHIRE @WILLSH! We Are Social @wearesocialsg #ListenLearnEarn 20
  • 21. SO HOW DO WE BECOME MORE STRATEGIC IN OUR USE OF SOCIAL MEDIA LISTENING? We Are Social @wearesocialsg #ListenLearnEarn 21
  • 22. LETS START WITH YOUR BRANDS OBJECTIVES We Are Social @wearesocialsg #ListenLearnEarn 22
  • 23. WHAT DO YOU WANT PEOPLE TO DO DIFFERENTLY TO WHAT THEY DO TODAY? We Are Social @wearesocialsg #ListenLearnEarn 23
  • 24. WHO DO YOU NEED TO PERSUADE IN ORDER TO MAKE THAT CHANGE HAPPEN? We Are Social @wearesocialsg #ListenLearnEarn 24
  • 25. WHY ARENT THEY ALREADY DOING WHAT WED LIKE THEM TO DO? We Are Social @wearesocialsg #ListenLearnEarn 25
  • 26. AN ATTITUDE ADJUSTMENT? NOW SUCCESS THE THINGS PEOPLE THINK OR BELIEVE TODAY THAT STOP THEM FROM BEHAVING AS WED LIKE WHAT WE WANT THEM TO THINK OR BELIEVE THAT WILL HELP TO CHANGE THEIR BEHAVIOUR We Are Social @wearesocialsg #ListenLearnEarn 26
  • 27. SOME POTENTIAL BARRIERS TO SUCCESS PERSONAL TASTES RESTRICTED AVAILABILITY OTHER PRIORITIES ALTERNATIVES & SUBSTITUTES CONVENIENCE OR EFFORT ENVIRONMENTAL FACTORS SOCIAL IMPLICATIONS A A PHYSICAL IMPLICATIONS OPPORTUNITY COSTS CURRENT AFFAIRS We Are Social @wearesocialsg #ListenLearnEarn 27
  • 28. THE BEST WAY TO IDENTIFY YOUR BARRIER IS TO LISTEN TO WHAT PEOPLE ARE SAYING We Are Social @wearesocialsg #ListenLearnEarn 28
  • 29. PRACTICAL EXERCISES We Are Social @wearesocialsg #ListenLearnEarn 29
  • 30. PART ONE: PROFILING YOUR AUDIENCE We Are Social @wearesocialsg #ListenLearnEarn 30
  • 31. LOOK BEYOND THE NUMBERS WHEN YOURE RESEARCHING YOUR AUDIENCE We Are Social @wearesocialsg #ListenLearnEarn 31
  • 32. VISIT THE PUBLIC PROFILES OF THE PEOPLE WHO LIKE YOUR POSTS ON FACEBOOK We Are Social @wearesocialsg #ListenLearnEarn 32
  • 33. READ THE BIOS AND TWEETS OF THE PEOPLE WHO FOLLOW YOU ON TWITTER We Are Social @wearesocialsg #ListenLearnEarn 33
  • 34. LOOK AT OTHER THINGS YOUR AUDIENCE DOES, NOT JUST WHAT THEY DO WITH YOU We Are Social @wearesocialsg #ListenLearnEarn 34
  • 35. EXPLORE WHAT REALLY COUNTS, NOT JUST WHAT YOU CAN COUNT We Are Social @wearesocialsg #ListenLearnEarn 35
  • 36. BRING YOUR INSIGHTS TOGETHER INTO A REPRESENTATIVE AUDIENCE PERSONA We Are Social @wearesocialsg #ListenLearnEarn 36
  • 37. FOR EXAMPLE, TRY WRITING A FACEBOOK PROFILE TO DESCRIBE YOUR CORE AUDIENCE We Are Social @wearesocialsg #ListenLearnEarn 37
  • 38. PART 2: UNDERSTANDING YOUR AUDIENCE We Are Social @wearesocialsg #ListenLearnEarn 38
  • 39. ORGANIC MONITORING OFFERS RICH, TIMELY INSIGHTS INTO POTENTIAL BARRIERS We Are Social @wearesocialsg #ListenLearnEarn 39
  • 40. BUT THIS IS NOT JUST ABOUT TRACKING WHAT PEOPLE ARE SAYING ABOUT BRANDS We Are Social @wearesocialsg #ListenLearnEarn 40
  • 41. INSTEAD, USE LISTENING TO UNDERSTAND THE BROADER LIVES OF YOUR AUDIENCE We Are Social @wearesocialsg #ListenLearnEarn 41
  • 42. IN ORDER TO LISTEN, WELL NEED SOME LISTENING TOOLS We Are Social @wearesocialsg #ListenLearnEarn 42
  • 43. CHOOSING PAID TOOLS IS A COMPLEX PROCESS BASED ON MANY VARIABLES We Are Social @wearesocialsg #ListenLearnEarn 43
  • 44. THE GOOD NEWS: THERE ARE MANY GREAT FREE TOOLS TO HELP GET YOU STARTED We Are Social @wearesocialsg #ListenLearnEarn 44
  • 45.