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Listen Learn Earn

Date post: 01-Nov-2014
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The importance of listening in Social Media. Not only to post.
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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
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Page 1: Listen Learn Earn

@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

Page 2: Listen Learn Earn

B2B Social • @wearesocialsg • 2 We Are Social

Page 3: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 3 We Are Social

SOCIAL LISTENING: ‘THE ART AND SCIENCE OF DISCOVERING VALUABLE INSIGHTS’

Page 4: Listen Learn Earn

@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.

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@wearesocialsg • #ListenLearnEarn • 5 We Are Social

THE REAL VALUE IN SOCIAL MEDIA COMES FROM WHAT WE HEAR, NOT WHAT WE SAY

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@wearesocialsg • #ListenLearnEarn • 6 We Are Social

YOU CAN’T LEARN ANYTHING WITH

YOUR MOUTH OPEN. ~ EARL NIGHTINGALE

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@wearesocialsg • #ListenLearnEarn • 7 We Are Social

EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA

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@wearesocialsg • #ListenLearnEarn • 8 We Are Social

EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR

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@wearesocialsg • #ListenLearnEarn • 9 We Are Social

EVEN ‘PHOTOS OF LUNCH’ REVEAL A HUGE AMOUNT ABOUT PEOPLE’S PREFERENCES

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@wearesocialsg • #ListenLearnEarn • 10 We Are Social

HOWEVER, MOST MARKETERS ARE ONLY LISTENING FOR MENTIONS OF THEIR BRAND

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@wearesocialsg • #ListenLearnEarn • 11 We Are Social

AS A RESULT, WE MISS OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE

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@wearesocialsg • #ListenLearnEarn • 12 We Are Social

SELECTIVE HEARING

ACTIVE

LISTENING

TO

.• FROM •.!

Page 13: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 13 We Are Social

LISTENING SHOULDN’T JUST BE ABOUT MEASURING PAST PERFORMANCE

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@wearesocialsg • #ListenLearnEarn • 14 We Are Social

SOCIAL LISTENING CAN ADD VALUE TO EVERY PART OF YOUR ORGANISATION

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@wearesocialsg • #ListenLearnEarn • 15 We Are Social

PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

LISTENING ADDS VALUE EVERYWHERE

Page 16: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 16 We Are Social

CONTEXT: WEB SEARCH HELPS US TO ANSWER QUESTIONS WE ALREADY HAVE…

Page 17: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 17 We Are Social

…BUT LISTENING IDENTIFIES THE QUESTIONS WE DIDN’T KNOW WE NEEDED TO ANSWER

Page 18: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 18 We Are Social

WHEN USED PROPERLY, SOCIAL LISTENING BECOMES A BRAND’S DISCOVERY ENGINE

Page 19: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 19 We Are Social

LISTENING CAN HELP TO IDENTIFY INSIGHTS THAT CHANGE THE WAY WE DO BUSINESS

Page 20: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 20 We Are Social

MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

VS

~ JOHN WILLSHIRE • @WILLSH!

Page 21: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 21 We Are Social

SO HOW DO WE BECOME MORE STRATEGIC IN OUR USE OF SOCIAL MEDIA LISTENING?

Page 22: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 22 We Are Social

LET’S START WITH YOUR BRAND’S OBJECTIVES

Page 23: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 23 We Are Social

WHAT DO YOU WANT PEOPLE TO DO DIFFERENTLY TO WHAT THEY DO TODAY?

Page 24: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 24 We Are Social

WHO DO YOU NEED TO PERSUADE IN ORDER TO MAKE THAT CHANGE HAPPEN?

Page 25: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 25 We Are Social

WHY AREN’T THEY ALREADY DOING WHAT WE’D LIKE THEM TO DO?

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@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?

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@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

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@wearesocialsg • #ListenLearnEarn • 28 We Are Social

THE BEST WAY TO IDENTIFY YOUR BARRIER IS TO LISTEN TO WHAT PEOPLE ARE SAYING

Page 29: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 29 We Are Social

PRACTICAL EXERCISES

Page 30: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 30 We Are Social

PART ONE: PROFILING YOUR AUDIENCE

Page 31: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 31 We Are Social

LOOK BEYOND THE NUMBERS WHEN YOU’RE RESEARCHING YOUR AUDIENCE

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@wearesocialsg • #ListenLearnEarn • 32 We Are Social

VISIT THE PUBLIC PROFILES OF THE PEOPLE WHO LIKE YOUR POSTS ON FACEBOOK

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@wearesocialsg • #ListenLearnEarn • 33 We Are Social

READ THE BIOS AND TWEETS OF THE PEOPLE WHO FOLLOW YOU ON TWITTER

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@wearesocialsg • #ListenLearnEarn • 34 We Are Social

LOOK AT OTHER THINGS YOUR AUDIENCE DOES, NOT JUST WHAT THEY DO WITH YOU

Page 35: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 35 We Are Social

EXPLORE WHAT REALLY COUNTS, NOT JUST WHAT YOU CAN COUNT

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@wearesocialsg • #ListenLearnEarn • 36 We Are Social

BRING YOUR INSIGHTS TOGETHER INTO A REPRESENTATIVE AUDIENCE ‘PERSONA’

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@wearesocialsg • #ListenLearnEarn • 37 We Are Social

FOR EXAMPLE, TRY WRITING A FACEBOOK PROFILE TO DESCRIBE YOUR CORE AUDIENCE

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@wearesocialsg • #ListenLearnEarn • 38 We Are Social

PART 2: UNDERSTANDING YOUR AUDIENCE

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@wearesocialsg • #ListenLearnEarn • 39 We Are Social

ORGANIC MONITORING OFFERS RICH, TIMELY INSIGHTS INTO POTENTIAL BARRIERS

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@wearesocialsg • #ListenLearnEarn • 40 We Are Social

BUT THIS IS NOT JUST ABOUT TRACKING WHAT PEOPLE ARE SAYING ABOUT BRANDS

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@wearesocialsg • #ListenLearnEarn • 41 We Are Social

INSTEAD, USE LISTENING TO UNDERSTAND THE BROADER LIVES OF YOUR AUDIENCE

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@wearesocialsg • #ListenLearnEarn • 42 We Are Social

IN ORDER TO LISTEN, WE’LL NEED SOME LISTENING TOOLS

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@wearesocialsg • #ListenLearnEarn • 43 We Are Social

CHOOSING PAID TOOLS IS A COMPLEX PROCESS BASED ON MANY VARIABLES

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@wearesocialsg • #ListenLearnEarn • 44 We Are Social

THE GOOD NEWS: THERE ARE MANY GREAT FREE TOOLS TO HELP GET YOU STARTED

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@wearesocialsg • #ListenLearnEarn • 45 We Are Social

HOOTSUITE TWEETDECK

TWO POWERFUL FREE TOOLS

Page 46: Listen Learn Earn

@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

#

Page 47: Listen Learn Earn

@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

Page 48: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 48 We Are Social

THERE ARE PLENTY OF OTHER, SPECIALIST LISTENING SERVICES OUT THERE TOO…

Page 49: Listen Learn Earn

@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

Page 50: Listen Learn Earn

@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

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@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

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@wearesocialsg • #ListenLearnEarn • 52 We Are Social

BUT REMEMBER: THE TOOLS WILL ADD NO VALUE UNLESS YOU USE THEM PROPERLY

Page 53: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 53 We Are Social

BEWARE OF LISTENING ONLY FOR THE THINGS YOU EXPECT OR WANT TO HEAR

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@wearesocialsg • #ListenLearnEarn • 54 We Are Social

EFFECTIVE LISTENING REQUIRES AN OPEN MIND

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@wearesocialsg • #ListenLearnEarn • 55 We Are Social

ARE PEOPLE TALKING ABOUT ANYTHING THE BRAND CARES ABOUT?

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@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?

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@wearesocialsg • #ListenLearnEarn • 57 We Are Social

ARE PEOPLE DISCUSSING ANYTHING MORE PROFOUND THAT MIGHT BE RELEVANT?

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@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

Page 59: Listen Learn Earn

@wearesocialsg • #ListenLearnEarn • 59 We Are Social

we are social •!we are social •! we are social •! we are social

social •! we are social •! we are social •! we are social •! we

we are social •!we are social •! we are social •! we are social

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we are social •!we are social •! we are social •! 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?

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@wearesocialsg • #GlobalSocial • 50 We Are Social

GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG

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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.

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wearesocial.sg • @wearesocialsg • 233 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG


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