listen & learn: monitoring social media for actionable business insights
DESCRIPTION
Distilling valuable business insights is a vast and largely untapped resource for social media monitoring.TRANSCRIPT
![Page 1: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/1.jpg)
Listen & Learn
Monitoring Social Media to Draw Actionable Customer
Insights
![Page 2: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/2.jpg)
Hello.
@KatFrenchSocial Media Manager• Google Analytics IQ• Inbound Mktg Cert. Pro.• Featured contributor,
Social Media Explorer AdAge 150 blog
LinkedIn: www.linkedin.com/in/[email protected]
2
![Page 3: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/3.jpg)
We begin with the age old question:
3
![Page 4: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/4.jpg)
4
or
![Page 5: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/5.jpg)
The 18 Use Cases of Social CRM
5
![Page 6: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/6.jpg)
The 18 Use Cases of Social CRM
6
Where most of the action has been in social media.
![Page 7: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/7.jpg)
The 18 Use Cases of Social CRM
7
Where most of untapped opportunity is.
![Page 8: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/8.jpg)
8
Why do we always insist on skipping this part?
It’s in the middle of everything for a reason.
![Page 9: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/9.jpg)
It’s all about insights.
9
![Page 10: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/10.jpg)
“Data dumps” are not insights.
10
Charts & graphs are not insights.
![Page 11: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/11.jpg)
People harvest insights.
11
![Page 12: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/12.jpg)
Insights are distilled from data.
12
![Page 13: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/13.jpg)
Insights tell a story.
13
![Page 14: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/14.jpg)
Insights spark action.
14
![Page 15: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/15.jpg)
The 4 Types of Social Data
15
How much?
How many?
“too hard”“too soft” “just right”“sweeter”“saltier”“faster” “more accurate”“best”“worst”
LikeDislike
LoveHate
PreferAvoid
PeripheralRandomUnexpectedSurprising“Off Topic”
![Page 16: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/16.jpg)
“We’re fine here. Situation normal.”
16
![Page 17: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/17.jpg)
17
“How did I get here?”
![Page 18: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/18.jpg)
18
“I win!”
![Page 19: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/19.jpg)
“Didn’t see that coming.”
![Page 20: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/20.jpg)
The How and The Why of Drawing Insights
• Pull the unusual and significant data.
• Look at it across the 4 types of data.
• Apply context from your organic business knowledge.
• What action does the story suggest?
• Marketing and Advertising Insights
• Sales and Support Insights
• Innovation and R&D Insights
20
![Page 21: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/21.jpg)
Top Tips for Activating Insights Across Your Business• Don’t sit on your insights.• Don’t create data-dumps.• Do have a list of activators.• Do give appropriate lead time.• Don’t create rainbows & unicorns.• Don’t create tempests in teapots.
21
![Page 22: Listen & Learn: Monitoring Social Media for Actionable Business Insights](https://reader038.vdocuments.site/reader038/viewer/2022110307/555e0c8dd8b42a99188b4bc2/html5/thumbnails/22.jpg)
THANK YOU!
22
www.linkedin.com/in/katfrench