social intelligence starts with the ability to listen - the reference
Post on 19-Oct-2014
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How we set up a listening framework for Samsung Benelux based on Alterian SM2. Need more info? Contact [email protected]TRANSCRIPT
Tom MuyllaertSocial Media ProfessionalThe Reference
Social Intelligence starts with the ability to LISTEN
April 7, 2023
Samsung Benelux CASE
That’s me ;-)
Tom Muyllaert Sales consultant @ The Reference – Emakina Perform
Trainer @ Internet Marketing School
Social Media Professional
3 years of social media monitoring & analysis experience
Clients: Samsung Benelux, ING, KBC, Thomas Cook
Belgium, …LET’S CONNECT!
T: @tmuyllaertE: [email protected]: flavors.me/tmuyllaert
Monitoring ≠ Listening
Why do we listen?
Where do we listen?
How do we listen?
What do we learn?
Listening objectives
Possible Listening
Objectives
Gain customer &
market insights
Increase market & product
awareness
Generate leads
Gain competitive
insights
Brand management, improve PR & stakeholder
relations
Increase SEO effectivness
Need detection vs. solutions, fine-tune marketing promise
Research competitor strengths & weaknesses,
perception, …
Detect opportunities early in the sales cycle
Monitor PR efforts, detect new PR opportunities,
improve investor relations, …
Use words & phrases that the target audience is using
(keywords vs. natural language
The listening pyramid
Indirectcustomer
needs
Direct customer needs
Competitor monitoring
Brand monitoring
Where to listen?
News
Blogs
Social Media
Message boards/ Forums
Videos/ PhotosSharing
Social Networks
Microblogs
Personal website where people speak about their life and interests (including
brands and products)
Groups of discussion where users mainly ask questions, advices and support from
other users
Communities where users maintain a profile and engage
with brands like Facebook, Netlog, My Space, …
Social platform where users share personal photos, videos,
advertising spots, reports, funny moments, … like Flickr, Youtube,
Dailymotion, …
Social platforms like Twitter or Tumblr
where users post tiny posts to refer to some news, blogs articles,
personal opinions but also address claims and
praises directly to companies and brands
Wikis
Not really social platforms (nor UGC) but this category includes all the websites with social feedback functionalities (comments, rates, …) like news, products comparison or shopping
websites
Social knowledge platform where users describe the companies and build their
image in a relative objective way
Other Media Types
How do we listen?
StoreCollect
WAREHOUSE
Understand
We have access to a media warehouse containing over 15 billion social media mentions, blogs, tweets, posts, images and conversations….
MORE INFO:http://bit.ly/pOsEwA
• Listening framework aligned with the SOCIAL STRATEGY
Samsung’s listening framework
PROACTIVE / COMMUNITY CREATION
BRAND CONTROLLED
LOVE SAMSUNG
REACTIVE / COMMUNITY CONTROLPEOPLE CONTROLLED
SAMSUNG CARE
The listening challenge
1
2 How can we share insights within the organization?
How do we manage & mine large volumes of conversations for all our products efficiently?
From inside-out to outside-in
Report
Track
Prioritize
Treat
Authenticate
Follow-up
Inside-outBLOGS, FORUMS, SITES, SOCIAL NETWORKS...
This is where SAMSUNG meets the customers
Outside-inSAMSUNG CARE
PLATFORM
This is where the customer meets SAMSUNG
SAMSUNG-related posts are
tracked with Alterian SM2
Alterian SM2 stores all
conversations
WEB CARE TEAM prioritizes issue Respond or not? Input from Legal? Marketing?
Prioritization is based on:authority of the host,tone-of-voice, sentiment, previous interactions with the brand…
Report
Track
Prioritize
Treat
Authenticate
Follow-up
Inside-outBLOGS, FORUMS, SITES, SOCIAL NETWORKS...
This is where the SAMSUNG meets the customers
Outside-inSAMSUNG CARE
PLATFORM
This is where the customer meets SAMSUNG
WEB CARE TEAM engage on external platform and “certifies” the response with a link to the internal platform
From inside-out to outside-in
WEB CARE TEAM treats issue + solution on the CARE platform and invites the consumer to continue the discussion in a controlled environment, where the consumer can identify him-self
WEB CARE TEAM follows-up the external conversations
WEB CARE TEAM reports to Management New issues, returning issues, crisis managementConversation trends, brand positioning, sentiment
WEB CARE TEAM follows-up the internal conversations
Samsung CARE – LOVE Platform
CARE
LOVE
• Setup of 4 vertical divisions for in-depth monitoring
Listening scope
Telecom Audio & Video IT DivisionHome
Appliances or White Good
And definition of a specific panel for each division…
REVIEW SITES COMMUNITIES & FORUMS
BLOGS(Prof., Semi prof. & Amateuristic)
FACEBOOK(Group- & fanpages)
TWITTER NEWS WEBSITES
Listening process setup
Setting objectives
Define the universe
Setup (automatic)
data classification schemes & workflow
Upfront noise
reduction
Start (historical) monitoring
Data cleaning
Reporting & analysis
Example of an automatic conversation classification scheme applied to Samsung Benelux
Automatic classification of conversations
PRODUCT
GALAXY TAB 10.1
PRICE PERCEPTION
FEATURES
BUYING INTENTION
REVIEWS
…
ANDROID
CAMERA
SCREEN
…
Alterian SM2 enables automatic categorization & sub-
categorization of conversations against the rules that matter to
you!
…
cheap
• How does it work – setting up categorization rules
Automatic data classification
price perception verbatim
price
expensive
cheaper
CREATING CLASSIFICATION RULES BASED ON PROXIMITY
Galaxy tab 10.1 mentions
NEAR
Price perception verbatim
store in dedicated category “Galaxy Tab 10.1 – price
perception”=
AUTO
MATED
Data classification in Alterian SM2
Main category covering ALL conversations on Galaxy Tab 10.1
Sub categories mentioning Galaxy Tab 10.1 in the respective context
Analyzing direct customer needs / social channel
x
x
x
Which topics are most dicussed?
BUYING INTENTION – Share of voice over media typesBuying intention was most expressed on
Twitter!
Monitoring aspects of the Galaxy Tab 10.1 – Share of voice
• Example: Apple vs. Samsung dispute
Mining the context
• Example: Galaxy Tab 10.1 conversations – basic theme cloud
Mining the context
Advanced dashboarding
