what i've learnt from social media listening

WHAT I'VE LEARNT FROM SOCIAL MEDIA LISTENING

@brandjoe

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

DRIVING POSITIVE CONSUMER ACTIONS

ENJOY

ADVOCATE

BOND

CONSIDER

EVALUATE

BUY

BRAND DERIVES MAXIMUM VALUE

FROM THE CUSTOMER

CUSTOMER DERIVES MAXIMUM VALUE FROM THE BRAND

RICH DATA GIVES US BETTER CUSTOMER

INTELLIGENCE TO DIRECT ACTIVITY

THE LOYALTY LOOP

“ Your brand is what people say about

you when you’re not in the room”Jeff Bezos, Founder of Amazon

Relationships

Social CRM

Innovation &

Optimisation

Paid Media

Social Business

Content

Content

Metrics

Metrics

LISTENING

HOW IT WORKS

Conversations occur over

social platforms

Social dataaggregators

Listening and analytics

platforms structure unstructured data

Listening programs are developed to derive insight

that will inform business and

marketing strategy

LISTENING

Influencers (and who to recruit)

AttitudesTriggers

Pain PointsHot Topics

WhoDemographi

cs

Where

Competition

Share of the conversatio

n

WhatIs already working

When

SOCIAL MEDIA MEASURESMeasurement 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 engagement

Cost per lead or Sale

Cost per referral

Cost per unique visitor Cost per follower Retention rates

Cost per sales/ lead

Average purchase cost

SOCIAL MEDIA LISTENING Campaign and NPD tracking

Sentiment tracking &

breakdowns

Influencer and detractor mapping

Alerts & News

Jacking

Optimisation

Audience & Competitor deep

dives

UNDERSTANDING CONTENT EFFECTIVENESS

TOP SHARED PAGES AFTER THE HOMEPAGE

261

109616

132593

CONVERSATIONS HOT TOPICS

Audience discussing their participation and active interest in the

sport

Passion for the sport

Interest in the equipment not as important as participation

BUILDING OUT CONTENT

Creating great stories throughaudience focused content

High FrequencyLow value

Low Frequency High Value

Golf and Tour, News and Tips

User generated and curated content

Company News & PR (product launches)

Campaign activity

Staff ProEngagement

CompanyEvents

Consistent branding and comms across multiple channels

BrandEssence

-------------

Through

the eyes of

GolfersPerform

ance

------------------

Social optimization

SOCIAL OPTIMISATION

Facebook Twitter Google Plus Linkedin Pinterest Delicious stumble upon

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

ToyotaVauxhallFiatKiaFord vwrenault

SOCIAL NETWORK PERFORMANCE

Google + seems to be to be performing as well as Twitter

Tota

l S

hare

s on

Sit

e

renault vw Ford Kia Fiat Vauxhall Toyota0

10000

20000

30000

40000

50000

60000

70000

stumble uponDeliciousPinterestLinkedinGoogle Plus TwitterFacebook

BRAND SOCIAL PERFORMANCE

Huge sharing on Facebook, skews results

Tota

l S

hare

s on

Sit

e

renault vw Ford Kia Toyota0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

stumble uponDeliciousPinterestLinkedinGoogle Plus TwitterFacebook

WITHOUT FIAT & VAUXHALLTo

tal S

hare

s on

Sit

e

ENGAGING YOUR AUDIENCE

WHERE THEY ARE@brandjoe

Social conversations

News jacking

NEWSJACKING

LIFE OF A NEW STORY

SIGNALS

OLD NEWS

• Social Media Control Centre

– Listeners – Creative– Decision makers

• Real-time advertising

• PR coverage

• More coverage than million dollar ad spots

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.

INFLUENCERS & DETRACTORS

SCORING

SOCIAL SCORE• Reach• Reputation• Credibility• Broadcasting

SOCIAL REALITY• Trust• Commitment• Expertise• Relevancy

INFLUENCERS

DETRACTORS

BLOGGER OUTREACH

EmployeesPlayersSt

aff P

ros

Bloggers

Reta

il and

Cours

es

Promotion of business

Sales

Membership

Company news

Personal branding by association

Golf Tours

Winning

Support from Callaway

Doing their day job

Improving their

handicap

Staff Pro’s

Socialising

Need content

Want to be influential

Avid golfers

R&D

New

prod

ucts

Press

Winning

Product Launches

Staff Pro news

PublicitySocial Proof

Golf Authentic

Joys of the game

Occas

ional

Regula

r

Avid

SEGMENTATION

SENTIMENT

SENTIMENT

PRODUCT LAUNCH

PINGIT

BATTLE OF THE BRANDS

FAN GROWTH

RESPONSE RATES

THEY DON’T NEED TO

WHEN TO ENGAGE

FACEBOOK

SOCIAL CONVERSATIONS

SUBSCRIBERS

Sky Q3 2012 Virgin Q4 2012

10,333,000 3,795,500

PAY TV COMPLAINTS

WHO WOULD YOU CHOOSE?

TOOLS