A synopsis of Listen in Social Media
What is Listening in Social Media?
Why You Should Listen? Reputation Management CRM Measure Social Media Success Increase Engagement Improve Understanding Who Should You Listen To? What Should You Listen To? How Should You Listen?
A Listening Post ◦ A centralized location where conversations are culled from a variety of online sources [such as blogs, chat rooms, social networks, and forums] and distributed to employees for appropriate marketing action.
No Objectives at All: Tracking of Brand Mentions: Identifying Market Risks and Opportunity: Improving Campaign Efficiency: Measuring Customer Satisfaction: Responding to Customer Inquiry: Improving Your Understanding of Customers: Being Proactive and Anticipating Customers Needs:
Reputation management ◦ Positive WOM encourages new customers ◦ Negative WOM decreases your brand currency ◦ Some complaint sites have high Page Rank so searchers find negative WOM easily – ie. Rip Off Reports and Complaints.com ◦ Google fixed algorithm that benefited negative WOM companies
Customer Relationship Management ◦ Service Recovery Paradox ◦ Immediacy Social Media Effectiveness
Share of Conversation Strength of Recommendation Correlations with Increased Sales (imputed ROI) Target resources Resolution Effectiveness ◦ Customer Satisfaction ◦ Customer Complaints
Listen to increase engagement ◦ You have 2 ears and only 1 mouth ◦ What are they talking about? ◦ Who is talking? Identify influencers Reward positive interactions
Identify customer needs Identify impediments to purchase, satisfaction, consumption Identify social relationships, social norms Knowing customers better improves your listening, so this is cyclical
Customers Stakeholders Consumers in general Competitors Industry Experts Economic Forecasters Technology Leaders Legal Experts
Sentiment – compliments / complaints Brand mentions – brand awareness, brand image Competitors – new products, sentiment, promotions Industry change factors Employee dissatisfaction Unmet needs Culture Where folks are “hanging out” in social spaces.
How far back do you want to go in your monitoring; affects tools you use Free listening and monitoring ◦ ◦ ◦ ◦ ◦ ◦ ◦ Google Alerts/ Yahoo Alerts Google Reader (iGoogle) Technorati Google Blog Search Twitter Track Friendfeed Social Mention
Paid Listening Radian6 http://www.radian6.com/get-started/what-we-do/ Overtone http://www.overtone.com/product/open-mic-features Trackur http://www.trackur.com/ MileStones http://www.milestoneinternet.com/html/online-socialmedia-management-system-forhotels.asp?utm_source=google&utm_medium=cpc&ut m_campaign=eBuzz+Connect&utm_term=social%20m edia%20listening&utm_content=sg1R2F1ss_73938275 78
Administration Support Knowing WHAT to Listen To Information Overload Privacy Barriers External requirements ◦ Benchmarking ◦ Market Research Language and cultural meaning Integration into strategy and customer support function
Facts: ◦ Listening works Keyword analysis Analyzing unstructuted data ◦ nVIVO ◦ HyperRESEARCH ◦ SPSS text analysis software Engage consumers/ stakeholders to avoid privacy issues
“what‟s considered cool” ◦ A half-a-dozen forty year olds and a couple of thirty year olds sat around the boardroom laughing and brainstorming about all the crazy but cool things they did in college using terms like “nerd”, “dweeb” and “rockin”. ◦ Listen to hear how meaning is developed in target demographic, not your own.
“We use a combination of People, Tools and Process to get the results we need.” Mark Eduljee, Social Media Listening Intelligence at Microsoft Social Media Measurement and Social Listening Intelligence Increased use of Facebook to engage customers ie. Recent Keynote by Steve Ballmer Using social mentions of Phone7 to inform next upgrade
Recommendations ◦ Start at the end ◦ Build trusting relationships w/ teams to get action on intelligence ◦ Provide direction, not just data to customer teams ◦ “It‟s a short step from a listening post to a flogging post” – ensure you‟re not encouraging negative comments
Type of listening depends on strategic goals ie. for pharma client – side effects Quick response to negative comments Monitoring and assessing ROI depend on active listening Recommendations ◦ Multiple listening tools – social mention, Radian6, etc ◦ Master spreadsheet analyzed
Importance of listening in multiple cultures Automates analysis ◦ Real time sentiments ◦ Learns as it processes Necessity of link to strategy
Netnography of the Disney community forum Collected data from 4 months of forum discussion – 1350 individual messages 20 “influencers” based on frequent posts and engagement Analyzed iteratively to determine categories
Social support ◦ “If you do drive, I have a little story that might help you to think about when your nerves are shot … We traveled to Mississippi every year to visit my parents who had retired down there. One you, my twins were 5 months old… When we got to the top of Mississippi, they both started screaming. We couldn‟t even afford to stop at a hotel and just kept driving. I kid you not, they BOTH screamed for 6 hours „til we got to my mom‟s. So, just when you think its bad … think of me…. LOL. I lived to tell about it.
Have a great time. I just got back from my 32nd (that‟s right thirty-two) trip to WDW since its opening. At least one each year and some years twice. I can NEVER get enough. Hello fellow Disney World Obsessives. I will be making my 9th trip from Vermont to Disney this coming February… I am a 52 year old kid and I love every minute of my time at Disney. I think that every adult needs to go there with a kid so they can get into what are considered the “kids” rides without embarrassment. I can‟t wait.
Share tricks for reducing wait time Suggest “don‟t miss” opportunities, such as parades and character signings Recommend use of Disney owned facilities such as hotels Encourage frequent visits and longer stays
I stayed in Coronado Springs and REALLY liked it. I would recommend that you stay in the Casitas section – its well themed and close to the main building/ food court. The only thing that is far away is the main pool. If you prefer to stay closer to the main pool, I‟d choose the Ranchos section. Each section has its own bus stop. Transportation .. Everything worked well. We hardly had to wait too long at all for the buses.
A couple of dining suggestions. The Cape May Café is great if you like steamed clams and mussels… for $21.95 its all you can eat. Its located at the Beach Club. We also ate at Yachtman Steakhouse in the Yacht club… I probably had the best steak of my life in this place … expensive, but worth it.
Don‟t rush to get everything done because I guarantee you won‟t see it all. So why try? Even on this trip we plan to pace ourselves so as not to exhaust our daughter so much that she doesn‟t enjoy it.
I wish they would stick with the theme Walt had and stop trying to compare to other theme parks. That‟s what makes DL/DW so special, so different, soooo Disney. I with there was a way to stop the madness, but rely what can be done? They already took away my People Movers at DW (Why? Why? Why?) It was our family‟s favorite and a must do!!! Without it, it just won‟t be the same going to Disney World. Please tell me Carousel of Progress will remain forever. I‟ve heard rumors of them removing that? … Please Mickey stop it before YOU‟R just a memory.
Walt may have never seen what a mega corporation could have done with his wonderful dream. He had visions of what Disneyland was and could be, but his vision is not being adhered to. Like Great Moments with Mr. Lincoln. His words were it was to have a permanent home there. Country Bear and all of Criter Country is being yanked. Mr. Toads and look out Tiki Room and It‟s a Small World. We go to Disney to relive the childhood memories.
The public relations department told me lies. “We‟re not pulling the Swiss Family Tree House.” Proved that lie didn‟t it. The corp does not care to inform us, the public, of any changes.
Practical Social Media Measurement and Analysis (ebook) by Radian6 http://www.radian6.com/blog/2010/06/social-media-listeningmeasurement-and-engagement-primer/ Online Marketing Research – http://www.ecommerceinnovators.com/buzzwords/effective-online-market-research-but-are-you-listening/ Listening to Drive Innovation http://hausmanmarketingletter.com/583/how-to-use-social-media-in-yourinnovation-strategy/ The Difference Between Monitoring and Listening http://www.markeduljee.com/2010/11/the-difference-betweenmonitoring-and-listening-to-social-media/ Analyzing unstructured data – http://hausmanmarketingletter.com/461/nowthat-you-have-a-listening-post-you-need-to-analyze-all-that-data-tosupport-your-marketing-strategy/
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