Date post: | 16-Jan-2015 |
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Social Media |
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@wearesocialsg • #ListenLearnEarn • 1 We Are Social
LISTEN, LEARN, EARN SIMON KEMP • WE ARE SOCIAL
USING SOCIAL MEDIA LISTENING TO ADD TANGIBLE BRAND VALUE
we are social
@wearesocialsg • #ListenLearnEarn • 3 We Are Social
SOCIAL LISTENING: ‘THE ART AND SCIENCE OF DISCOVERING VALUABLE INSIGHTS’
@wearesocialsg • #ListenLearnEarn • 4 We Are Social
CONTEXT Social media listening is an essential addition to today’s 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.
@wearesocialsg • #ListenLearnEarn • 5 We Are Social
THE REAL VALUE IN SOCIAL MEDIA COMES FROM WHAT WE HEAR, NOT WHAT WE SAY
@wearesocialsg • #ListenLearnEarn • 6 We Are Social
YOU CAN’T LEARN ANYTHING WITH
YOUR MOUTH OPEN. ~ EARL NIGHTINGALE
“
@wearesocialsg • #ListenLearnEarn • 7 We Are Social
EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA
@wearesocialsg • #ListenLearnEarn • 8 We Are Social
EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR
@wearesocialsg • #ListenLearnEarn • 9 We Are Social
EVEN ‘PHOTOS OF LUNCH’ REVEAL A HUGE AMOUNT ABOUT PEOPLE’S PREFERENCES
@wearesocialsg • #ListenLearnEarn • 10 We Are Social
HOWEVER, MOST MARKETERS ARE ONLY LISTENING FOR MENTIONS OF THEIR BRAND
@wearesocialsg • #ListenLearnEarn • 11 We Are Social
AS A RESULT, WE MISS OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE
@wearesocialsg • #ListenLearnEarn • 12 We Are Social
SELECTIVE HEARING
ACTIVE
LISTENING
TO
.• FROM •.!
@wearesocialsg • #ListenLearnEarn • 13 We Are Social
LISTENING SHOULDN’T JUST BE ABOUT MEASURING PAST PERFORMANCE
@wearesocialsg • #ListenLearnEarn • 14 We Are Social
SOCIAL LISTENING CAN ADD VALUE TO EVERY PART OF YOUR ORGANISATION
@wearesocialsg • #ListenLearnEarn • 15 We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISING PACKAGING
RECRUITMENT
LISTENING ADDS VALUE EVERYWHERE
@wearesocialsg • #ListenLearnEarn • 16 We Are Social
CONTEXT: WEB SEARCH HELPS US TO ANSWER QUESTIONS WE ALREADY HAVE…
@wearesocialsg • #ListenLearnEarn • 17 We Are Social
…BUT LISTENING IDENTIFIES THE QUESTIONS WE DIDN’T KNOW WE NEEDED TO ANSWER
@wearesocialsg • #ListenLearnEarn • 18 We Are Social
WHEN USED PROPERLY, SOCIAL LISTENING BECOMES A BRAND’S DISCOVERY ENGINE
@wearesocialsg • #ListenLearnEarn • 19 We Are Social
LISTENING CAN HELP TO IDENTIFY INSIGHTS THAT CHANGE THE WAY WE DO BUSINESS
@wearesocialsg • #ListenLearnEarn • 20 We Are Social
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!
@wearesocialsg • #ListenLearnEarn • 21 We Are Social
SO HOW DO WE BECOME MORE STRATEGIC IN OUR USE OF SOCIAL MEDIA LISTENING?
@wearesocialsg • #ListenLearnEarn • 23 We Are Social
WHAT DO YOU WANT PEOPLE TO DO DIFFERENTLY TO WHAT THEY DO TODAY?
@wearesocialsg • #ListenLearnEarn • 24 We Are Social
WHO DO YOU NEED TO PERSUADE IN ORDER TO MAKE THAT CHANGE HAPPEN?
@wearesocialsg • #ListenLearnEarn • 25 We Are Social
WHY AREN’T THEY ALREADY DOING WHAT WE’D LIKE THEM TO DO?
@wearesocialsg • #ListenLearnEarn • 26 We Are Social
THE THINGS PEOPLE THINK OR BELIEVE TODAY THAT STOP THEM FROM BEHAVING AS WE’D LIKE
WHAT WE WANT THEM TO THINK OR BELIEVE THAT WILL HELP TO CHANGE
THEIR BEHAVIOUR
NOW SUCCESS
AN ATTITUDE ADJUSTMENT?
@wearesocialsg • #ListenLearnEarn • 27 We Are Social
SOME POTENTIAL BARRIERS TO SUCCESS
PERSONAL TASTES
RESTRICTED AVAILABILITY
OTHER PRIORITIES
ALTERNATIVES & SUBSTITUTES
CONVENIENCE OR EFFORT
ENVIRONMENTAL FACTORS
SOCIAL IMPLICATIONS
PHYSICAL IMPLICATIONS
OPPORTUNITY COSTS
CURRENT AFFAIRS
A A
@wearesocialsg • #ListenLearnEarn • 28 We Are Social
THE BEST WAY TO IDENTIFY YOUR BARRIER IS TO LISTEN TO WHAT PEOPLE ARE SAYING
@wearesocialsg • #ListenLearnEarn • 31 We Are Social
LOOK BEYOND THE NUMBERS WHEN YOU’RE RESEARCHING YOUR AUDIENCE
@wearesocialsg • #ListenLearnEarn • 32 We Are Social
VISIT THE PUBLIC PROFILES OF THE PEOPLE WHO LIKE YOUR POSTS ON FACEBOOK
@wearesocialsg • #ListenLearnEarn • 33 We Are Social
READ THE BIOS AND TWEETS OF THE PEOPLE WHO FOLLOW YOU ON TWITTER
@wearesocialsg • #ListenLearnEarn • 34 We Are Social
LOOK AT OTHER THINGS YOUR AUDIENCE DOES, NOT JUST WHAT THEY DO WITH YOU
@wearesocialsg • #ListenLearnEarn • 35 We Are Social
EXPLORE WHAT REALLY COUNTS, NOT JUST WHAT YOU CAN COUNT
@wearesocialsg • #ListenLearnEarn • 36 We Are Social
BRING YOUR INSIGHTS TOGETHER INTO A REPRESENTATIVE AUDIENCE ‘PERSONA’
@wearesocialsg • #ListenLearnEarn • 37 We Are Social
FOR EXAMPLE, TRY WRITING A FACEBOOK PROFILE TO DESCRIBE YOUR CORE AUDIENCE
@wearesocialsg • #ListenLearnEarn • 39 We Are Social
ORGANIC MONITORING OFFERS RICH, TIMELY INSIGHTS INTO POTENTIAL BARRIERS
@wearesocialsg • #ListenLearnEarn • 40 We Are Social
BUT THIS IS NOT JUST ABOUT TRACKING WHAT PEOPLE ARE SAYING ABOUT BRANDS
@wearesocialsg • #ListenLearnEarn • 41 We Are Social
INSTEAD, USE LISTENING TO UNDERSTAND THE BROADER LIVES OF YOUR AUDIENCE
@wearesocialsg • #ListenLearnEarn • 42 We Are Social
IN ORDER TO LISTEN, WE’LL NEED SOME LISTENING TOOLS
@wearesocialsg • #ListenLearnEarn • 43 We Are Social
CHOOSING PAID TOOLS IS A COMPLEX PROCESS BASED ON MANY VARIABLES
@wearesocialsg • #ListenLearnEarn • 44 We Are Social
THE GOOD NEWS: THERE ARE MANY GREAT FREE TOOLS TO HELP GET YOU STARTED
@wearesocialsg • #ListenLearnEarn • 46 We Are Social
HOW HOOTSUITE & TWEETDECK CAN HELP
KEEP TRACK OF YOUR FEEDS, TIMELINES, LISTS, MENTIONS, MESSAGES
AND FOLLOWERS
TRACK ACTIVITY RELATING TO OTHER
ACCOUNTS, HASHTAGS, OR KEYWORDS
DIRECT ENGAGEMENT
KEYWORD TRACKING
CREATE COMPLEX SEARCHES AND
MONITOR ASSOCIATED MENTIONS OVER TIME
SEARCH & MONITORING
#
@wearesocialsg • #ListenLearnEarn • 47 We Are Social
SOME THINGS YOU COULD SEARCH FOR
BRAND NAME
GENERIC PRODUCT
PRODUCT BENEFIT
COMPETITOR BRANDS
CATEGORY GENERICS
PURPOSE OR PROBLEM
@wearesocialsg • #ListenLearnEarn • 48 We Are Social
THERE ARE PLENTY OF OTHER, SPECIALIST LISTENING SERVICES OUT THERE TOO…
@wearesocialsg • #ListenLearnEarn • 49 We Are Social
TOOLS TO TRACK KEYWORDS & TOPICS
1. TOPSY.COM 2. TALKWALKER.COM
3. MENTION.COM 4. SOCIALMENTION.COM
5. TWAZZUP.COM 6. ADDICTOMATIC.COM
7. ICEROCKET.COM 8. BACKTWEETS.COM
9. TWITTER.COM/SEARCH-ADVANCED
@wearesocialsg • #ListenLearnEarn • 50 We Are Social
TOOLS FOR IDENTIFYING TRENDS
1. TWITTER.COM (SEE THE ‘TRENDING’ SECTION)
2. TRENDSPOTTR.COM 3. NUZZEL.COM
4. NETVIBES.COM 5. TRENDSMAP.COM
6. WHATTHETREND.COM 7. LINKEDIN.COM/TODAY
@wearesocialsg • #ListenLearnEarn • 51 We Are Social
TOOLS TO HELP UNDERSTAND PEOPLE
1. FACEBOOK.COM (READ PEOPLE’S PROFILES!)
2. KLOUT.COM (LOOK AT ‘TOPICS’ ON PROFILE PAGES)
3. MONITOR.WILDFIREAPP.COM 4. FOLLOWERWONK.COM
5. SOCIALRANK.COM 6. KRED.COM
7. TWTRLAND.COM 8. ANALYTICS.TWITTER.COM
@wearesocialsg • #ListenLearnEarn • 52 We Are Social
BUT REMEMBER: THE TOOLS WILL ADD NO VALUE UNLESS YOU USE THEM PROPERLY
@wearesocialsg • #ListenLearnEarn • 53 We Are Social
BEWARE OF LISTENING ONLY FOR THE THINGS YOU EXPECT OR WANT TO HEAR
@wearesocialsg • #ListenLearnEarn • 55 We Are Social
ARE PEOPLE TALKING ABOUT ANYTHING THE BRAND CARES ABOUT?
@wearesocialsg • #ListenLearnEarn • 56 We Are Social
7 IMPORTANT QUESTIONS:
1. WHO IS TALKING? 2. WHAT ARE THEY SAYING?
3. WHERE ARE THEY SAYING IT? 4. WHEN ARE THEY SAYING IT?
5. WHY ARE THEY SAYING IT (MOTIVATIONS)? 6. WHICH ELEMENTS ENGAGE OTHER PEOPLE?
7. HOW WILL CONVERSATIONS IMPACT THE BRAND?
@wearesocialsg • #ListenLearnEarn • 57 We Are Social
ARE PEOPLE DISCUSSING ANYTHING MORE PROFOUND THAT MIGHT BE RELEVANT?
@wearesocialsg • #ListenLearnEarn • 58 We Are Social
SOME THINGS WE’RE LOOKING FOR:
SOMETHING THAT ALLOWS THE BRAND TO UNDERSTAND PEOPLE
IN NEW WAYS
SOMEONE WHO IS INFLUENTIAL ABOUT THE BRAND OR WHAT THE BRAND CARES ABOUT
VALUABLE INSIGHTS
KEY INFLUENCERS
NEEDS THAT ARE AS YET UNSATISFIED, OR THAT THE BRAND DOESN’T CURRENTLY ADDRESS
POTENTIAL INNOVATIONS
@wearesocialsg • #ListenLearnEarn • 59 We Are Social
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@wearesocialsg • #ListenLearnEarn • 59 We Are Social
WE ARE SOCIAL’S LISTENING CHEAT SHEET
HOOTSUITE TOPSY
TALKWALKER TWAZZUP
KLOUT FOLLOWERWONK
TRENDSPOTTR
INSIGHTS
INFLUENCERS
INNOVATIONS
BRAND NAMES (E.G. COLGATE) GENERIC PRODUCTS (E.G. TOOTHPASTE, TOOTHBRUSH) BENEFITS (E.G. CLEAN TEETH, FRESH BREATH) COMPETITORS (E.G. ORAL B, SIGNAL, SENSODYNE) SUBSTITUTES & PARALLELS (E.G. GUM, MOUTHWASH) CATEGORY TOPICS (E.G. ORAL CARE, DENTIST, TEETH) PURPOSE OR PROBLEMS (E.G. CAVITIES, TOOTHACHE) WHO IS TALKING? ARE THEY INFLUENTIAL? WHAT ARE THEY SAYING / TALKING ABOUT? WHAT KIND OF MENTION IS IT? (E.G. COMPLAINT) WHERE ARE THEY SAYING IT? (CHANNELS & LOCATIONS) WHEN ARE THEY SAYING IT? (TIMES & OCCASIONS) WHY ARE THEY SAYING IT? (MOTIVATIONS & EXPECTATIONS) WHO ELSE IS INVOLVED IN THE CONVERSATION? WHICH ELEMENTS ARE ENGAGING OTHER PEOPLE? HOW MIGHT THE CONVERSATION IMPACT THE BRAND?
@wearesocialsg • #GlobalSocial • 50 We Are Social
GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG
Making Friends & Influencing People • 45 We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
wearesocial.sg • @wearesocialsg • 233 We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG