I uncover some of the techniques used to understand audiences through social media listening and measuring, how it can inform social, business and marketing strategy, hone social media activity and work to improve brand perception. As part of the presentation he'll also look at various brands and case studies to identify real world examples.
4. Drivers for examining Social Data:
New insight, Targeted Marketing Activity, Better
planning & decision making, Competitive
advantage and NPD or NSD
A framework to future questions
5. DRIVING POSITIVE
CONSUMER ACTIONS
RICH DATA GIVES
US BETTER
CUSTOMER
INTELLIGENCE TO
DIRECT ACTIVITY
CONSIDER
EVALUATE
CUSTOMER DERIVES
MAXIMUM VALUE
FROM THE BRAND
THE LOYALTY LOOP
BOND
ADVOCATE
ENJOY
BUY
BRAND DERIVES
MAXIMUM VALUE
FROM THE
CUSTOMER
6. “ Your brand is what
people say about you
when you’re not in
the room”
Jeff Bezos, Founder of Amazon
8. HOW IT WORKS
Listening programs
are developed to
derive insight that
will inform
business and
marketing strategy
Conversations
occur over social
platforms
Social data
aggregators
Listening and analytics
platforms structure
unstructured data
10. SOCIAL MEDIA MEASURES
Measurement
Awareness
Engagement
Response
Advocacy
How many accounts
content reached
Number of new
fans/followers
Number of registrations
Number of RTs
How many impressions
across the reached
accounts
Number of comments
Number of Sales
Number of earned
conversations
Share of Voice
Number of conversations
Number of Requests
Sharethis/addthis metrics
Number of Views/Visits
Number of coupons
downloaded
Sentiment
Number of submissions
Number of clicks
Effectiveness
Cost per
Impression
Cost per unique visitor
Cost per
engagement
Cost per follower
Cost per lead
or Sale
Retention rates
Cost per sales/ lead
Average purchase cost
Cost per referral
11. SOCIAL MEDIA LISTENING
Campaign and
NPD tracking
Alerts &
News Jacking
Sentiment
tracking &
breakdowns
Influencer and
detractor mapping
Optimisation
Audience &
Competitor deep dives
14. CONVERSATIONS HOT TOPICS
Interest in the
equipment not as
important as
participation
Audience discussing their
participation and active
interest in the sport
Passion for the
sport
15. BUILDING OUT CONTENT
Creating great
stories through
audience focused
content
Low Frequency
High Value
Staff Pro
Engagement
Company
Events
Campaign activity
Company News & PR
(product launches)
User generated and
curated content
Golf and Tour, News and Tips
Consistent branding and comms
across multiple channels
High Frequency
Low value
17. SOCIAL NETWORK
PERFORMANCE
Google + seems to be to
be performing as well as
Twitter
100000
90000
Total Shares on Site
80000
70000
Toyota
60000
Vauxhall
Fiat
50000
Kia
40000
Ford
30000
vw
20000
renault
10000
0
Facebook
Twitter
Google Plus
Linkedin
Pinterest
Delicious
stumble upon
18. BRAND SOCIAL PERFORMANCE
Huge sharing on
Facebook, skews
results
70000
Total Shares on Site
60000
50000
stumble upon
Delicious
40000
Pinterest
Linkedin
30000
Google Plus
Twitter
20000
Facebook
10000
0
renault
vw
Ford
Kia
Fiat
Vauxhall
Toyota
19. WITHOUT FIAT & VAUXHALL
5000
4500
Total Shares on Site
4000
stumble upon
3500
Delicious
3000
Pinterest
2500
Linkedin
2000
Google Plus
1500
Twitter
1000
Facebook
500
0
renault
vw
Ford
Kia
Toyota
25. OLD NEWS
• Social Media Control
Centre
– Listeners
– Creative
– Decision makers
• Real-time advertising
• PR coverage
• More coverage than million
dollar ad spots
26. ANOTHER EXAMPLE
• Remember a few days ago when
you couldn't turn on your
television without hearing about
everyone's favorite Canadian
pop star? As one CNN anchor
put it, "the most important story
of the week".
• Reached over 14,000
likes, nearly 12,000 shares and
just shy of 700 comments. For
reference, the average across
the last 3 visual posts by Norton
would be 38 likes, 3 shares and
1 comment.
32. SEGMENTATION
Need
content
Company news
Personal branding by
association
Winning
Want to be
influential
Doing their
day job
Support from
Callaway
Avid
golfers
Improving
their
handicap
Socialising
R&D
Publicity
Winning
Sales
Golf Authentic
Promotion of
business
Membership
Product
Launches
Golf Tours
Staff Pro’s
Joys of the game
Staff Pro news
These reports have been created by me alone to show some examples of brand insights.Full of ugly graphsAnd some good insightsYou may find a bit of swearing – sorry If you’re offended
Show of HandsStudy from the Altimeter group showed that 41% of business are using social media listening to learn from their customersBUT ITS WORSE IN THE EVENTS INDUSTRY only 20% of of event marketing managers are using social media listening
The customer decision process has fundamentally changed. A study by McKinsey showed that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it online.By examining data we can derive maximum value from our customers by truly understanding their needs throughout the buying process and delivering on these, allowing our customer to get the maximum value from us. DATA SHOULD BE AT THE HEART OF OUR BUSINESS DECISIONS
With social they know your in the room – and they still tend to say itIn focus groups and even surveys people tend to answer the questions in a way that they wish to be portrayed by their peers, and while this may go in social tooSurveys and Focus groups people spend their time portraying themselves in a favorable light
Conversations occur over social platformsTopsy GNIP and Datasift “crawl and scrape” the social conversations and use the twitter fire hose (essentially all the tweets from the beginning of time, rather than the restrictions that twitter puts on it’s API calls)Radian6 etc make sense of all this dataWe build listening programs where we will manual analyze data even down to the individual tweet rather than relying on things like automated sentiment analysis
Listening informs should inform your strategy, tactics and actions
Campaign and NPD tracking to discover what people are most talking about both positively and negatively, to help define the best features to promote in marcomms (on-site)Sentiment tracking to help refine customer service offering, discover what questions people are most asking and ensure the answers are easily findable on siteAlerts - Watch for spikes in conversation to take advantage news jacking / crisis managementOptimization When are the best times to engage your audience when will they be most receptive, what do they engage with
Golf – actionable outcome
When tracking your competitors sometimes the detractors are a good place to steal business from
Next stage for this will bee
PS4CONTROLLER
Ask who has sky and who has virgin
Massively skewedVirgin engagement is more negative
This week
Ofcom
Virgin Media’s complaints were in line with the industry average at 0.04 per 1,000 customers, while Sky had the lowest number of complaints – 0.02 per 1,000 customers.per 1,000 customers, October 2011 – March 2013