listening and monitoring in social media from commscamp
TRANSCRIPT
Listening and monitoring with social media
@claremontcomms www.claremont.org.uk/sms
Dating at scale!
Listening and monitoring
1. Learn “The Rules” 2. Writing your lonely hearts ad
3. First dates
4. Meet their friends
5. Going steady
The rules of online dating:strategy and planning!
A strategy for listening
Why are you listening?"What are you going to do with the output?"
Set objectives"
Who will do it?"Tools and frequency"
Interaction plan"Reporting, analysis, optimisation"
Why listen?!
Monitor reputation"Research customers"
Research competitors"
Customer service"Generate ideas"
Measure marketing impact"...plus, relatively cheap and risk free"
Writing your lonely hearts advert:keyword research!
http://www.flickr.com/photos/adamfletcher/3466121148/
Finding Mr or Mrs Right!
1. You will be ________________________
2. You will be interested in _____________
__________________________________
3. We’re interested in ________________
__________________________________
Keyword research tools!
www.google.co.uk , www.youtube.com
Keyword research tools!
www.google.com/trends
Keyword research tools!
http://adwords.google.co.uk
First dates: looking for the right signs!
Google search options
Specialist social media search !
www.topsy.com www.socialmention.com
Search by more than keywords!
See who’s talking about a particular…""
Page of content (URL)"Website (URL)"
@User on Twitter"#hashtag"
No true love? Then back to the ad!
1. You will be ________________________
2. You will be interested in _____________
__________________________________
3. We’re interested in ________________
__________________________________
Meet their friends: good influence?!
How to define influence!
Engaged followers"Reach"
Response and interaction"
Frequency and proliferation of content"Sentiment"
Offline celebrity"Topicality is important"
Assessing influence!
www.klout.com
Assessing influence!
www.peerindex.net
Assessing influence!
www.alexa.com
Use your CRAP detector!
Currency Reliability Accuracy Purpose/Point of view
h"p://lisagoldresearch.wordpress.com/2010/09/20/the-‐crap-‐test-‐for-‐evalua<ng-‐sources/
Going steady: listening, responding, engagement?!
Google Alerts!
www.google.com/alerts
Dashboards
www.netvibes.com
Tweetdeck
www.tweetdeck.com
Hootsuite
www.hootsuite.com
Deciding whether to respond!
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
Dedicated Complainer?
Comedian Want-‐to-‐Be?
Nega<ve Posi<ve
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable ac<on to fix issue and let customer know
ac<on taken
Are the facts correct?
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does customer need/deserve more info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
No Yes
Yes
Assess the message
Adapted from the US Air Force Blog Triage
Thanks!!
@claremontcomms www.claremont.org.uk/sms