womma webinar listening 2.0 06 24 2009
DESCRIPTION
WOMMA Webinar on Listening 2.0 featuring Mike Moran, Converseon's Chief Strategist, Mark Kovscek, Senior Vice President of the VivaKi Nerve Center and Pauline Ores, Pricipal Analyst, Social Engagement Strategy of IBM.TRANSCRIPT
Listening 2.0
Mike MoranCo-author of Search Engine Marketing, Inc.Author of Do It Wrong QuicklyAuthor of Do It Wrong QuicklyChief Strategist, Converseon
What are they saying about you?
SOCIAL NETWORKSWIKIS
MICROBLOGS
FORUMS/NEWSGROUPS
VIDEO SHARING Twitter: 17 million visiitors in april 2009
Facebook: 200 million
YouTube:82.2 million viewers (2008)
The Conversation
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
Facebook: 200 million
SOCIAL MEDIA NEWSAGGREGATORS
Wikipedia: 59 million visitors(May 08))
Why is it important to listen?
• “The direct, unfiltered, brutally honest nature of much online discussion is gold dust to big companies that want to spot trends, or find out what customers really think of them.”– The Economist, March 2006
• “As control of a brand’s marketing messages—and, indeed, its very
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• “As control of a brand’s marketing messages—and, indeed, its very image—migrates from traditional media to social media, companies need to become increasingly adept at paying attention to how they're being perceived inthe online world.”– The Aberdeen Group, February 2008
How is listening changing?
• Listening is yielding insights, not just data
• Listening is producing action
Insights
Action
3.0• Listening 3.0 is around the corner
3.0
Insights, not just data
VolumeWord counts/tag cloudEntry timelineHigh-level topics
1.0 Monitoring
2.0 SentimentTopics and subtopicsVoices/participants
Insights
High-level topicsVenue analysisInfluenceDrill-down to entries
2.0 Mining
Voices/participantsKey influentialsIncident-level reportingCustom reporting elementsHuman analysis
Sentiment analysis shows opinions
Top 5 Tech Pundits in Smart Phone Conversation
Blog URL Net Sentiment (toward Brand)
Rank Traffic
Engadget A Venue falls in the top 1% of highest trafficked, most influential sites
Insights
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Gizmodo AVenue falls in the top 1% of highest
trafficked, most influential sites
Electronista BVenue falls in the top 10% of high
trafficked sites
UberGizmo BVenue falls in the top 10% of high
trafficked sites
Switched CVenue falls in the bottom 90% of
trafficked sites
Automated listening misses sarcasm Insights
“Oh, the iPhone is a beautiful girl, no doubt.”
The automated sentiment analysis failed to identify the sarcasm and coded the entry sarcasm and coded the entry as positive for iPhone, while failing to understand the author was actually saying there was no value for the iPhone beneath its flashy exterior
Automation misses multiple ideas“I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the Treximet in the desk, untouched.”
“For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for years, and felt surprised to see the very same
Insights
“…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear. That was four hours ago.”
for years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me...”
Automated systems typically mark this conversation as negative
Blog.lazyharpy.com, published on 18-02-2009
How do conversations relate? Insights
All Credit Card Brand Rewards Conversation Topic Relationships Feb-March 2009
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Listening must cross the organization Action
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Insights / Creative BI / Market Research
EnterpriseEnterprise
Enterprise listening is needed Action
PR / Corp Comm / IRConversation Monitoring
Customer Service
Media PlanningConversation Planner
CampaignEffectiveness
EnterpriseListening Solution
EnterpriseListening Solution
+ consistent methodology+ consistent data+ custom configuration
+ consistent methodology+ consistent data+ custom configuration
North AmericaNorth America
PRPRMarket
ResearchMarket
Research
EnterpriseEnterprise
Across geography, too Action
South AmericaSouth America
AsiaAsia EuropeEurope
CorporateComm.
CorporateComm.
Customer Service
Customer Service
EnterpriseListening Solution
EnterpriseListening Solution
+ consistent methodology+ consistent data+ custom configuration
+ consistent methodology+ consistent data+ custom configuration
Workflow distributes insights Action
Workflow also allows engagement Action
Next: Cross national languages
• Those who need to know can’t speak every language
• Machine translation crosses the gap
• Automation will be augmented with human beings at first
3.0
with human beings at first
Next: Calculate return on investment
• How many people who viewed the message eventually bought something?
• Of the people who saw
3.0
• Of the people who saw this message, are they more or less likely to buy from us?
Next: Predictive modeling
TrafficConversion/Analytics
Sales Brand Tracking
3.0
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Conversation Mining
Traffic
Listening 2.0
Mark KovscekSenior Vice PresidentVivaKiSenior Vice PresidentVivaKi
How is VivaKi using Listening Solutions?
Content Development
At The Core… Dashboards Top 5 Use Cases
Consumer and Brand Insights
Performance Measurement
Consumer Engagement
Media Planning
Program Strategy
Social Media Strategy
What are we looking for in Listening 2.0?
• Control
• over data accuracy and precision
• over sentiment and influence scoring
• over size of solution
Integration • Integration
• of imagery
• of multiple data sources
• Rich visualization experiences
• Global reach and consistent approach
How are we managing the execution?
Content Development
Consumer Engagement
Match the Business Objectives with…• Insight
• Measurement
• Engagement
• Operations
• Sampling
Tech
nolo
gy
Consumer Engagement
Media Planning
Program Strategy
Social Media StrategyAn
alyt
ics
Reso
urce
s
• Sampling
• Monitoring
• Mining
• Analysts
• Practitioners
• Consultants
What does this look like?
Content Development
Consumer Engagement
Media Planning
Program Strategy
Social Media Strategy
Do these things better… by knowing these folks better… to optimize the purchase funnel.
…in an increasingly complex environment…Data is proliferating
What do consumers think and what do they do?
Do consumers think differently because of what I do and say?
Can I better anticipate their behaviors?
People are in control
Efficiency is demanded
INSIGHT
MEASUREMENT
FORESIGHT
Building Insight, Measurement, Foresight
Audience ListeningSearch
SiteSpend
1
2
Market Research
Display
Video
Addressable
Performance
Mass
3
4
Market Research
Listening 2.0
Pauline OresMarket Insights, Principal ConsultantSocial Insights PracticeSocial Insights PracticeIBM Corporation
Social Media Research vs. “Listening”
• Social Media Research has become quite sophisticated, but research doesn’t guarantee the investment will result in business value unless– Information is conveyed to someone who can absorb, process and
formulate a response – it’s really hearing vs. listening– Someone somewhere takes action – which doesn’t always require
external social interaction, and might only impact internal activities– Research is informed by community knowledge – GIGO – garbage in,
garbage out
Social Research, Engagement, and Marketing
• Social Engagement is often focused on “feeding the funnel” –which of course already has optimized tools, tactics and analytics designed for that purpose
• This activity may or may not add meaningful value given the investment, but why not also consider the unique value social investment, but why not also consider the unique value social research and engagement has to offer, improving – Business processes– Content search– Locating the right resource– Messaging– Product development– Customer service
Social Research: Extracting the Most Value
• Research isn’t enough – to ensure we extract the most value from our investment we also need to– Develop internal communities that align with external activity, which
may involve working with teams in different departments, with different roles in different divisions
– Coordinate and track who at our firm is engaged, who said what to – Coordinate and track who at our firm is engaged, who said what to whom, who manages what relationships, etc.
– Consider how to get the right information to the right team on an ongoing basis – as volume increases ad hoc methods won’t scale
The Three Things That Matter Most
• People, people, people– Research
• Start with the self-defined definition of the group – standard poodle owners vs. pet-food shoppers
• Not enough to provide business terms, competitive terms – also need to consider informal terms – what do they call itconsider informal terms – what do they call it
– Engagement• Think of the group, vs yourself, first, and consider how you can be of
service, and provide meaningful contributions• Commit to “being in sync” with the market – be willing to reconsider
marketing approach, content development and offerings, it can be about joining and taking their lead
Questions?
• Get more information on Listening 2.0• Get more information on Listening 2.0
• Get Converseon’s upcoming free white paper
• Send an e-mail to: [email protected]