SPECIAL REPORTSSOCIAL MEDIA

3 Ways Of Listening In Social MediaThat Will Help You Make Intelligent Decisions

Each one of customers and interest groups in social networks has its own individual level of importance that is linked to the business objective of each brand or industry.

intelligent decisions

ProactiveListening

ReactiveListeningPassive

Listening

ways of listening 3

1 Passive Listening

Within this field, the following practices are currently highlighted

Brands can understand the successes and failures of the industry

by listening to conversations about their competitors. This, in

turn, allows them to develop best practices and market

knowledge while avoiding the inconvenience of a learning curve.

While listening to the competition is an important source of

information, indirect players must be taken into account as well,

It is important to listen to those other brands that compete over

the same audience or market segment, regardless of whether or

not they compete over the product or service.

SOCIAL MEDIA SPECIAL REPORTS PAGE 2

Competitive intelligence

“Develop best practices and market

knowledge while avoiding the

inconvenience of a learning curve”

“The indirect players also are an important

source of information, regardless of

whether or not they compete over the

product or service”

1 Passive Listening

SOCIAL MEDIA SPECIAL REPORTS PAGE 3

“Conversations on products andservices are generally pertaining to

their characteristics”

Product or service reputation analysisBrand reputation analysis

Following brand reputation in real time allows companies to have

a new and immediate understanding of the impact that people’s

conversations have on the evolution of “brand equity”, which is a

term that is used to describe the value of having a renowned

brand that is able to increase the value of its products because of

its reputation.

Same as with brands, products have their own reputations too, and

following then allows us to understand sales evolution, among other

variables.

Conversations on products and services are generally pertaining to

their characteristics, like the flavor or packaging of a food product, the

power or performance of a car, or the quality of a service.

Spontaneous conversation: It is important to highlight in this

point, that people in social networks often talk about the brand on

their own initiative, and not because the conversation had been

started by the company. We have identified several examples of

brands that have a high interaction level without any specific

action from the company to increase its share of voices. That

behavior enables marketing professionals to identify trends,

interests and common habits by the audience.

“The People in social networks often talk

about the brand on their own initiative”

2Define the contents of communication

One can plan an effective communication

strategy by knowing and understanding the

conversation topics of the industry, the

brand, and the audience, which in turn will

save both time and money.

A correct or incorrect planning of the

content for the segment or the target

audience.

It is common to find brands that have,

through proactive listening, managed to take

advantage of a social phenomenon. For

example, some brands may jump on board

with a musical hit or art movement. A brand

can take advantage of a phenomenon

several times if a community manager spots

it, and in a passionate and funny way, is able

to jump on board, take control of the

situation, and position the brand

accordingly.

“There is a great dispersal in the

amplification or viralization of Social

Media campaigns (the impact of a post or

Tweet). There are brands that have a very

high amplifications while others are seldomly

replicated. What are the reasons?“

“The key to generating content

with high levels of virality is to

understand how the audience

talks, what their interests and

codes are, and most importantly,

what is their sense of humor.”

“Be smartly opportunistic might make a

huge difference in the results of your

social media engagement.”

Proactive Listening

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Therefore, being smartly opportunistic might

make a huge difference in the results of your

social media engagement.

2 Proactive Listening

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Innovation of products or services

Identifying influencers

Lead Generation

Social media influencers are highly respected people

within their respective social media communities. They

usually write blogs and communicate with their

followers effectively with the ability to gain their trust

and confidence. Influencers are known to have

significant popularity rates and can influence people

according to their purchasing behaviors. This means

that getting an influencer to recommend your brand to

his followers can help increase your social media traffic

and potential sales. Just imagine how much traffic your

website can get if you successfully got influencers to

promote your brand on their blog sites.

“Get an influencer to recommend your brand to his followers can help increase your social media traffic and potential sales”

Building relationships with top social media influencers

is the next step after completing your list. You cannot

successfully increase your social media traffic without

getting them to promote, share or like your business.

This part can be tricky, you will need a good Social

Media Listening platform and approach in order to

identify these influencers and attract their attention so

that you can increase the value of your brand and reach

your digital marketing goals.

In the B2B market as well as in high price products like

cars, boats or jewelry, It is possible to develop a Lead

Generation process based on social media listening. This

process may allow brands to access conversations by

prospects that have shown interest in their products

and nurture the lead until it is ready to be directed to

sales.

There is also the stage to discover the habits of the

audience with that product, which will be useful for

creating promotions, content, campaigns, messages and

advertisements. For example if a product is being

combined with watching a film, eating something with

friends or drinking a cold beverage, one can expect to

find comments like, “So glad I’m going to see a movie

with [product]”. Identifying these correlations will

enable the creation of effective content, and sometimes,

product bundles.

Receiving and organizing customers’ “feedback” about

products in real time allows brands to identify new

development opportunities for products. Companies

must go from focusing on defining the portfolios of their

products to focusing on the consumer experience as a

source of innovation.

Understanding the impact of marketing campaigns

3 Reactive Listening

Crisis identification and brand protection

Monitoring and listening to users’ comments about particular

campaigns will allow you to know the impact that they each have

had during your execution. This will allow you to know whether to

enhance advertising or adjust your strategy. For example,consider

the content that has achieved little market acceptance.

“This will allow you to know whether to enhance advertising or adjust

your strategy”

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“Detect and react to situations that could potentially be harmful to the

brand.

Through the use of various crisis detection techniques, social media

listening tools can allow their users to detect and react to situations

that could potentially be harmful to the brand. Facilitating PR.

3 Reactive Listening

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Customer help and support

How many are really reaching the correct departments according to the topic of conversation?

Marketing

Sales

PR & Communication

Market Research

Product Innovation

Customer Support

Digital & Social Media Marketing

}“Campaigns must create networks and communities as focus of their

competitive advantages and value generation…”

Luciano AcostaRegional Sales Director

It is important that you listen and respond to any

questions or concerns that consumers may have.

This will allow you to clear up any doubts or

confusion, thus improving the consumers’

experiences and enhancing their trust in your

products and/or services.

“Campaigns must create networks and

communities as focus of their competitive

advantages and value generation…“ Luciano

Acosta, Regional Sales Director.

There are currently billions of comments pertaining

to name brands and products that are generated

on a monthly basis by active users on social media

channels.

SOCIAL MEDIA SPECIAL REPORTS PAGE 8

Takeawayensuring that information is distributed to key people who are not necessarily involved in digital marketing. He will also monitor product development, innovation, social responsibility, government related areas, and more.

There is no longer a predominant area that has taken that responsibility in consumer product companies; however, most companies have already defined that person, either from the product area, marketing sector or other corporate communication areas.

Once the listening process is complete, it is essential that all relevant information that was previously identified gets delivered to the right ears.In order to do so, you will need an ambassador of the consumer voice. This role is particularly important because this will be the person who pays special attention to what the audience is saying while

“There is no longer a predominant area that has taken that responsibility in consumer product companies. However, most companies have already defined that person, either from the product area, marketing sector or other corporate communication areas”

AboutSocialmetrix

Aboutthe Author

Socialmetrix is a pioneer company in social media analytics with large corporate clients in more

than 10 countries. We have been developing and providing technology to harness the power of

social business intelligence since 2008. Our mission is to deliver our clients the best social media

analytics solutions, as a means of combining product technology, local expertise, and professional services.

Luciano Acosta is a Business professional with demonstrated Sales, Management and Leadership experience in

companies with international recognition: IBM, IDC and Socialmetrix (DMGT Group). I endeavor to obtain business results

with creativity and adaptability, building trustable, empowered and committed teams.

In February 2011, Acosta started at Socialmetrix as Regional Sales Director for Latin America, helped create our client

services practice and team and numerous value-added services that Socialmetrix is currently delivering with success.

SPECIAL REPORTSSOCIAL MEDIA

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