Unheard of Success Through BetterSocial Listening

Brendan Shea

Senior Manager of Content@frombrendan

Monitoring vs. Listening

#CAMAExpert

Social monitoring sees the trees; social listening scans the forest.

Identify Trends

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The 6 Cs of Content Insights

● Content nuggets● Campaigns● Contributors● Co-marketers● Community● Competition

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Provide Solutions

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Solution: NFL Dogs From Hebrew National

● Trend spotting around tailgating conversations

● 32 pieces of microcontent ● Coverage from Mashable to

“Good Morning America”● Increased fall dollar sales by

almost 8%

#CAMAExpert

Solution: At-Home Ombre Kit From L’Oreal

● Mined YouTube data to identify trends

● New product + content hubs ● 50% of buyers new to

category

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Solution: Image Size Guide From Sprout

● SEO volume + social FAQs ● 3rd highest webpage for

new users● Single highest traffic-

driving blog post ● Highest revenue-driving

blog post

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Optimize for Social

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Optimize for Social

● Long articles, brief posts● @mention sources● Hashtags on Twitter● Clear CTA● Fit images to native layouts● A/B test headlines● Post off peak

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Measure Your Results

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Buzzsumo to Assess Content Performance

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Thank You!Connect with me @frombrendan