listen up! how to use listening to reach your business goals by karianne stinson
DESCRIPTION
From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Listening To Your Audience. PRESENTATION: Listen Up! How To Use Social Listening to Reach Your Brand Goals - Given by Karianne Stinson, @Karianne of @Priceline. #SMX #13ATRANSCRIPT
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#SMX #13A @Karianne
Karianne StinsonSocial Media Manager at Priceline.com
Listen Up!
How to Use Listening to Reach Your Business Goals
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#SMX #13A @Karianne
Karianne Stinson Social Media Manager @Karianne
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#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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#SMX #13A @Karianne
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.
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#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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
Did your campaign work? Ask the biggest focus group ever!
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#SMX #13A @Karianne
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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#SMX #13A @Karianne
Free Tools (or really inexpensive)
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#SMX #13A @Karianne
IceRocket
Icerocket by Meltwater lets you search topics across blogs, Twitter and Facebook.
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#SMX #13A @Karianne
Mention
Get alerts any time certain brands or terms are stated online with Mention.
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#SMX #13A @Karianne
Twilert
Twilert allows you to set up a search and receive updates as frequently as you’d like.
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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
Google Trends
Google Trends rising queries is a great way to identify topics of interest for content marketing efforts.
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#SMX #13A @Karianne
TweetReach
TweetReach is a great way to measure the effectiveness of your brand’s tweets and identify your brand’s advocates on Twitter.
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#SMX #13A @Karianne Twazzup is another tool to help you identify your brand’s advocates on Twitter.
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#SMX #13A @Karianne
Twazzup
Dig into keywords to learn more about what people are saying specifically.
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#SMX #13A @Karianne
Twitalyzer
Twitalizyer is a great way to research a bit about your potential customers and brand advocates.
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#SMX #13A @Karianne
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.
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#SMX #13A @Karianne Topsy gives a quick snapshot on your brand, competitors or topics of interest.
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#SMX #13A @Karianne
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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#SMX #13A @Karianne
Hootsuite
Hootsuite lets you listen within the platform so you can easily monitor and respond to customers.
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#SMX #13A @Karianne
Know the context. Don’t be a creeper!
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#SMX #13A @Karianne
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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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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#SMX #13A @Karianne
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.
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#SMX #13A @Karianne
www.kariannestinson.com
@Karianne
Thank You!