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Social Business Agency
Social Listening
Thought Provoker
April 2, 2012
Today’s Agenda
• Introduction
• Overview of Listening
• Social Listening in Business
• Process and Approach
• Case Studies
• Social Listening Tools
• Sysomos Listening Demo
• Questions
Introduction
Hello
James Davidson Vice President – Digital & Community Strategy
7summitsagency.com @jdavidson
Who is 7Summits?
Strategy
Experience
Technology
+
+
+
Social Business Agency
2009
35+
FOUNDED
TEAM
CURRENT
AUDIENCE
REACH 1 million+
Engage Customers, Employees, and Partners to Build your Business
Customers Employees / Enterprise Partners
✓ Brand and Reputation Management
✓ Social Marketing ✓ Social Commerce ✓ Customer Support
Communities ✓ Events ✓ Customer Loyalty &Retention
✓ Corporate Communication ✓ Social Collaboration ✓ Sales Enablement ✓ Product / Service Development ✓ HR, Recruiting, and Employee
Development ✓ Intranet / Portal Evolution ✓ Social Press Room
✓ Supply Chain Management ✓ Sales Enablement ✓ Social Intranets ✓ Social Extranets
Destination Communities
SOCIAL MEDIA FOR BUSINESS
Overview of Listening
Owned Media
Social Business
Social Relevancy Social Enablement
Managed Social
Website
Mobile
Search
Company
Product Develop-
ment
Sales Marketing
Customer Support
Open Social
HR
Permeating the Social Web with your products and services while engaging customers,
advocates and influencers
Leveraging social media in the enterprise to serve relevant resources, connections and content at
the moment of need to deliver value
Commerce
Social Listening
Engagement
Why Social listening?
Companies are trying to monitor a massive volume of information but feel overwhelmed. Opportunities exist to discover:
• Real time consumer insights
• Industry trends
• Competitive intelligence
• Sales leads
• Marketing opportunities.
Customers and prospects are commenting and asking questions regardless of an organizations’ participation in the conversation.
Vast amounts of information, make it difficult to identify stakeholders’:
• Preferred social media channels
• Strategies for engaging them.
What is social listening?
• Social listening, is the process of identifying and assessing what is being said about a company, individual, product or brand across all social media channels including; Facebook, Twitter, Blogs, Forums, News, Video sites, Photo sites, etc.
• Information is collected, filtered, and analyzed to provide real time research that a business can use for intelligence.
• Common Measurements Include: – Sentiment
– Share of Voice
– Conversation Mapping
– Volume
– Advocate/Influential Platform Identification
“Listening” & Measurement
What Listening Platforms Do
Find the audience that matters to you.
• Get access to direct consumer feedback - unbiased, unfiltered, immediate
• Gain a richer understanding of consumer interaction and influence on the social web
Social Listening Dashboards
Social Listening in Business
Purpose / Opportunity Statements:
Business Need/Opportunity How Social Listening Can Help?
Identify where and how a company’s
target audience is using social media
Enables companies to get a definitive list of social
media outlets where customers are engaging
(e.g. blogs, communities, social networks)
Facilitate connecting and
communicating of customers and
employees
Enables connectedness by allowing employees to
locate relevant conversations across the social
web and interact (e.g. outreach, lead generation)
Reduce customer service operation
costs.
Decreases volume of support calls by heading off
negative posts + common questions in social media
Increase customer satisfaction Enables authentic two-way conversation with
customers.
Provide contemporary way for
customers to give feedback & share
ideas.
Becomes a way to capture and incorporate real-
time ideas, feedback, and customer driven
innovation.
Social Media Highlights - Forrester US Interactive Marketing Forecast, 2011 To 2016
Forecast: US Interactive Marketing Spend Forecast: US Social Media Spend
Highlights: • Social media management is relatively low-cost • Search budgets will move to mobile and social networks overtime • Listening will develop into social intelligence. • Interactive channels will only further out-perform offline channels
Corporations are investing in real-time social media intelligence
Process and Approach
Social Listening
Source: The Relationship Economy
Social listening analysis is developed through an intensive process of analysis and data
refinement.
Our Social Listening Approach
Listen
Filter
Recommend
Analyze
Our Approach
Insurance Provider - Search versus Social
Illustrative keyword topics driving website traffic:
• Brand: Insurance Provider
• Product Type: Dental, Vision, Individual
• Price: Affordable, Quote
• Need: Procedure, Preventative Care
• Locations: Illinois, Alaabama
• Information: ADA codes, benefits, terminology
Top Conversational Topics In Social Media:
• Cost
• Comparison Shopping – Provider A vs. B
• Coverage
• Oral Health
• Employment Status
• Provider Recommendations
Takeaway: Aligning Search and Social marketing key words and phrases will improve overall online relevancy: Seed the conversations in social that are targeted in search and include relevant topics to drive online relevancy.
Search How Insurance Provider targets consumers with
SEO for “Dental Care” + “Dental Insurance”
Social How consumers are talking about
“Dental Care” + “Dental Insurance” in Social
VS
Case Studies
Case Study: Southwest Airlines Customer Service and Acquisition
• Southwest Airlines conducts Social Media Listening and continued monitoring of their brand as well as their competitors (United Airlines, American Airlines, etc.)
• When they find a disgruntled customer of their own or their competitors’, they actively reach out through social media trying to resolve their issue
Takeaway: By reaching out to dissatisfied customers, Southwest has been able to grow their own fan base and delight their existing customers while acquiring
new ones.
Case Study: BP Reputation and Disaster Management • Prior to the oil spill in April 2010, BP did not actively use
their Social Media accounts.
• Regardless, overall sentiment for BP was favorable.
BP Sentiment: January 1, 2010 – April 20, 2010 (Source: Sysomos.com)
After the spill, positive sentiment for BP dropped to just 16%, while the number of mentions increased by nearly 6X.
BP Sentiment : April 20, 2010 – July 15 (Source: Sysomos.com)
Case Study: BP Reputation and Disaster Management
Case Study: BP Reputation and Disaster Management • BP’s lack of a social listening and response mechanism caused their crisis
management to spin out of control
• After the spill, it took BP 7 days to respond on Twitter
• Parody Twitter account @BPGlobalPR became the top organic search result when “BP PR” or “BP public relations” was Googled
– This account further hurt BP’s online reputation, and meant BP no longer had control of their brand.
Takeaway: By not having a social listening program and a disaster recovery plan in place BP created significant damage to their online brand and reputation and
a perception they didn’t care
Case Study: Nike Product Innovation Nike leveraged social listening tools to gain insights from customers into cross trainers and used that information to reposition the product for stronger revenue generation.
Insights gained from social listening informed creation of a running sensor and iPhone application that allowed consumers to challenge friends to a virtual race - moving the brand position for cross trainers to be more competitive.
Participants were also more likely to join the Nike Running community where they where exposed to more products creates sales opportunities.
Takeaway: By connecting social media insights with product
managers Nike managed to generate a profitable new product line.
Social Listening Tools
Professional Social Media Listening Tools
Free Social Listening Tools
• Social mention: Real-time social media search and analysis:
• Trackur – Free simple reputation monitoring
• Board Reader – Searches forums, blog posts, images, and blogs
• Google Alerts – Receive email notifications based on your search queries
• Twitter Search – Search tweets real-time by keyword, hashtag or user
* Even though there are some free tools, they are not as comprehensive or in-depth as the paid ones, and their functionality decreases as many begin charging fees.
Sysomos Listening Demo
Social Business Agency
Thank You.