Big Listening 101

upwell.us

Big Listening 101 March 5rd, 2015 #BigListening

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Housekeeping

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The Upwell Team

Rachel Weidinger Executive Dir.

@rachelannyes

Ray Dearborn Campaign Lab Dir.

@rdearborn

Matt Fitzgerald Attention Lab Dir.

@fitz350

(Slide may or may not have been cribbed from a previous ___-inar)

brand

Abundance is our frame.

Big Listening 101

Why do Big Listening?

1.  Meet your audiences where they are, using language they’re already using  

2.  Check assumptions, adjust your gut 3.  Identify targets, influencers and

campaign ideas 4.  Identify patterns of online engagement 5.  Understand the scale of conversations,

and compare issues 6.  Set campaign goals informed by data

Awesome Detectors + Help from Robots + Morning Meeting = Big Listening

(Personal) Awesome Detectors

You already read the news

Slide  6:  How  To  Solve  3  Tips:  #2  Tip: Make a basket for passion.  

Help from Robots

A Few Good Robot Tools for (Personal) Awesome Detection

•  TweetDeck and/or Hootsuite •  TweetedTimes •  Rt.ly •  CrowdTangle •  Paper.li •  Spundge •  Prismatic •  Rebelmouse •  Newswhip

…. and more every day

People

Brand

Campaign

News Story /

Blog Post

Issue/Cause

Big Conversation

Keyword Types

People

Brand

Campaign

News Story /

Blog Post

Issue/Cause

Big Conversation

Keyword Types

Issue / Cause Keywords

Ocean Acidification •  "ocean acidification" •  "#oceanacidification" •  "10 million scallops" •  "evil twin” AND "Lubchenco" •  "acid test The Economist"~8

AND –”Syria” … and many more

upwell.us/oceanacidification

Keyword Prompts •  People: name, name and company, name and school, name and city, common

misspellings, online handles, public work (books, articles, white papers,

speeches etc)

•  Brand: company, product(s), leadership team (people), common misspellings

•  Campaign: name, hashtags, landing page url(s), targets (people, brands), unique

phrases from messaging, campaigners (people)

•  News Story / Blog Post: headline(s), share text (e.g. auto-tweet language), key

phrases, key figures, quotes, social share text / content

•  Issue/Cause: All of the above and… key concepts, terms and phrases (political,

cultural, scientific, religious, corporate, comedic etc)

^ Note: These are starting points, not an exhaustive list

+Morning Meeting

Humans choose together, using insight from data

AND funny/cool/scary/awesome

finds.

Morning Meeting at The New York Times

Morning Meeting at Upwell

Morning Meeting at Upwell

Awesome Detectors + Help from Robots + Morning Meeting = Big Listening

Issue/ Cause

People

Brands

Campaigns

News Stories /

Blog Posts

People

Brands

Campaigns

News Stories /

Blog Posts

People

Brands

Campaigns

News Stories /

Blog Posts

what’s your big conversation?

Issue/ Cause

Issue/ Cause

Issue/ Cause

Issue/ Cause

People

Brands

Campaigns

News Stories /

Blog Posts

People

Brands

Campaigns

News Stories /

Blog Posts

People

Brands

Campaigns

News Stories /

Blog Posts

what’s your big conversation?

Issue/ Cause

Issue/ Cause

Issue/ Cause

I can haz a big bucket!!

Big Listening 101

Big Listening 101 401 - - -

Concept Map: Ocean Acidification

Main branches (from center, above): Commerce, Policy, and Science

Ocean Acidification Keywords •  "ocean acidification" •  "#oceanacidification" •  "10 million scallops" •  "evil twin” AND "Lubchenco" •  "acid test The Economist"~8

AND –”Syria” …

upwell.us/oceanacidification

A little bit of MAGIC

Record bluefin sale ($736k)

Radioactive Tuna

China shark fin soup banquet ban

Shark Week 2012

Antarctic Ocean MPA petition

Greenpeace Gangnam Style

Record bluefin sale ($1.7M)

CITES extends protections to 5 new sharks

EU fishing policy reform

Shark Week 2013

The Ocean is Broken

Ending Overfishing

#SaveSharks (WA Shark Cull)

Bluefin UK wash-up; Shark Awareness Day

Thai Airways sharkfin cargo ban;

Sharknado 2

Shark Week 2014

Jiro dreams of

sushi's future

Google & SkyTruth

Indonesian crackdown

0

2,000

4,000

6,000

8,000

10,000

12,000

Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 Apr 2014 Jul 2014 Oct 2014

Overfishing & Fisheries Social Mentions 2012-2014

Overfishing (2012) Overfishing (2013-2014)

Record bluefin sale ($736k)

Radioactive Tuna

China shark fin soup banquet ban

Shark Week 2012

Antarctic Ocean MPA petition

Greenpeace Gangnam Style

Record bluefin sale ($1.7M)

CITES extends protections to 5 new sharks

EU fishing policy reform

Shark Week 2013

The Ocean is Broken

Ending Overfishing

#SaveSharks (WA Shark Cull)

Bluefin UK wash-up; Shark Awareness Day

Thai Airways sharkfin cargo ban;

Sharknado 2

Shark Week 2014

Jiro dreams of

sushi's future

Google & SkyTruth

Indonesian crackdown

0

2,000

4,000

6,000

8,000

10,000

12,000

Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 Apr 2014 Jul 2014 Oct 2014

Overfishing & Fisheries Social Mentions 2012-2014

Overfishing (2012) Overfishing (2013-2014)

Go deep at upwell.us/ overfishing

Why do Big Listening?

1.  Meet your audiences where they are, using language they’re already using  

2.  Check assumptions, adjust your gut 3.  Identify targets, influencers and

campaign ideas 4.  Identify patterns of online engagement 5.  Understand the scale of conversations,

and compare issues 6.  Set campaign goals informed by data

Why do Big Listening?

1.  Meet your audiences where they are, using language they’re already using  

2.  Check assumptions, adjust your gut 3.  Identify targets, influencers and

campaign ideas 4.  Identify patterns of online engagement 5.  Understand the scale of conversations,

and compare issues 6.  Set campaign goals informed by data

Q&A

Big Listening 101

upwell.us