Let’s face it: we don’t all have the luxury of being an established brand with a well-polished social strategy and regular influx of mentions. But all it takes is a little know-how to gain that elusive competitive advantage – by effectively using social media monitoring. What you’ll learn: Find out where people are talking about your industry most. Identify the good the bad and the ugly for what customers are saying. Get ahead and insert your company in areas where competitors drop the ball. Break free of looking at static social metrics vs the big picture. Learn about use cases from brands that have been there, done it, and seen success. To view all sysomos webinar and sign up for future ones please visit sysomos.com/webinars. If you'd like to view a recording of this webinar please visit sysomos.com/webinars/social-listening-101

2. Speaker
Jason Harris
Sr. Manager of Community & Evangelism
Jason Harris is Sr. Manager of Community and Evangelism at
Sysomos. His background is in corporate community management,
corporate communications and social analytics. He works like mad to
ensure data is relevant to decision makers and stakeholders.
At Sysomos, Jason serves as a corporate liaison for the company’s
clients, partners and customers as the head of community and brand
evangelism.
@harrisja
jharris@sysomos.com

3. Maybe you’re the new kid
at school?
Maybe you’re starting from
scratch?
Maybe you’re re-launching?

4. Let’s Define the Situation
You’ve come to this webinar because you’re looking for tips on
how to launch a social campaign of some kind.
Perhaps you’re:
• Launching a new company
• Have a new product
• Defining a new market segment
• Establishing your thought leadership
• Having trouble developing your SM strategy

5. Social media is like a
cocktail party.

6. Don’t be the brands
blogs talk about.

7. 7
Looking to instantly add value with your
thoughts and product messaging?
Hold on cowboy (or cowgirl!)
First you must listen. Notice what’s being
said and who’s saying it.
Find out how you can add value.
Let’s have some lightbulb moments.
Like any party or social
situation, be helpful

8. Don’t Let This Be You

9. Why is your brand
on social?

10. “We want to listen and
know what’s being said
about us online”

11. “We want to ensure
our customers
are happy
post-purchase.”

12. “We want to drive
awareness about our
products and services”

13. “We want our existing
customers to feel
appreciated. We want
to fan the flames.”

14. Sometimes lifestyle imagery is
important. They make people feel
excited about their brand choice.
This is an example of an image
style was championed at
Microsoft. It shows non-press
images that show the phone in
action. These photos are shared
more than typical bland product
shots.

15. Using the cocktail party
theory, let’s explore tactics.

16. After we explore our goals. It’s time to
get started in our strategy
development.
Let’s find out:
• What your target audience is
discussing .
• What ‘language’ they speak in.
• Who the most influential voices are.
Survey the Room

17. Competitive Intelligence
Let’s start by finding out what existing
conversations are happening on social.
To surface conversations, think and
search social channels on:
• Your competitor’s brand and product
keywords.
• Your competitor’s social channels
and the terms they’re using.
• Synonyms that describe your
product.
• Your organization’s leaders’ names.

18. Use Case: Children's Tablet

19. Know the Language and
the Norms
• Pay attention to what posts get the
most re-tweets, favorite and responses.
• Take note of the language and terms
being used in association with your
developing dictionary of brand/product
keywords.
• Use your listening tools text analytics
capabilities such as Sysomos’
BuzzGraph.
• Adapt your social copy to the
vernacular you’re witnessing.

20. Use Case: Children's Tablet

21. Find the Influencers
• Every community has ‘influencers’ or
thought leaders.
• By observing conversations around
your key words, you’ll notice who the
most quoted experts are.
• You can also use your listening tool’s
influencer-finding capability.
• Note the top 5 and top 10 players and
re-tweet them and striking up
conversation.

22. Use Case: Children's Tablet

23. Take a Pulse: Competitive Advantage
How can we learn from our competitors?
• Identify your top three competitors
• Monitor their social handles, hashtags and
associated products and keywords
• Monitor their leaders by name
• Monitor influencers in their topic areas across
social channels

24. Hidden Conversations
Don’t forget about the often-missed areas
of the web.
• Tumblr
• Reddit
• LinkedIn Blogs
• Forums

25. Build Your Organizations Monitoring
Now, let’s start building our monitoring strategy.
• Identify your company’s name and your
product names.
• Monitor you social handles, associated
products and keywords.
• Monitor your leaders by name.
Don’t forget about common misspellings!

26. Engage, Be Helpful
• Re-tweet the pieces of content you find
most useful.
• Always remember to give credit!
• Thank the original poster for sharing the
information.
• Use Twitter’s “Quote” tool.
• Engage with the power players on their
social channels of choice.

27. Develop Your Own Voice
You’ve spent weeks listening and getting to
know the personalities and ways they like to
communicate.
Now:
• Start to develop your social messaging
map.
• Use Marketing’s talking points and
adapt them for social media.
• Test your theories and refactor
routinely.

28. Once you start listening and making
business decisions in light of social
data, you’ve achieved Social
Intelligence.

29. Harness Social Intelligence
Let’s look at other ways you can make smart
business decisions with social intelligence.
• Inform social ad copy.
• Inform merchandising management.
• Decide what conferences and events to
attend next.
• Proactively resolve customer service
issues.

30. After the Presentation
• Feel free to contact Jason for follow up questions
@harrisja or jharris@sysomos.com
• Please visit sysomos.com/webinars to sign up for next webinar

31. Thank You
For Joining Us
@Sysomos