When was the last time you learned something

surprising that helped you do your job better?

Social Listening for Smarter BusinessHow to Use Social Media Monitoring Across Your Organization

NO, SERIOUSLY:

When was the last time you learned something

surprising that helped you do your job better?

LESLIE

Please follow me @leslienuccioand follow @Meltwater

#listenUP

DOUG

Please follow me @douglaskarrand follow @mktgtechblog

#listenUP

Social Listening• What it is• Why it matters• Social dialogue marketing• Social media ROI

• Media outreach• Crisis communication• Traditional Marketing

& Advertising• Products & Services• Customer Service• Human Resources• Investor Relations• Competitive Analysis

What is Social Listening?• Social Listening = Social Media Monitoring = Social Search• Find social sentiment about your company, competitors,

customers and industry• Big Data solution

Be a Hero without being Superhuman

USEGOODTOOLS

Use the Right Tools for a Smooth Ride

• Monitoring• Engagement• Community Management• Analytics

Meltwater.com/1on1

Is your message beingSEEN HEARD SHARED

More than half of Twitter’s users follow 6 or more brands.

Twitter users send more than 400 billion tweets per day.

?

Listening but NOT HearingIf you are depending on:• Google Alerts• Twitter @ and DM• Facebook and

Google+ Mentions

It’s a small PERCENTAGEof the ENTIRE CONVERSATION

DON’T BETHIS GUY

Monologue Marketing

Be part of a social

conversation

Dialogue Marketing

To sum up…

15

Social Media Dialogue Marketing Cycle

Social MediaLISTEN

• Influencers

• Sentiment

• Volume• Results

ANALYZE

Social channelsENGAGE

LATHER.RINSE.REPEAT.

Social Listening as Business Strategy

Get a snapshotof what’s going onRIGHT NOW.

Replace focus groups and polls with social listening.

• What is the main message and tone of the conversation?

• Is the criticism widespread, or centralized to a small group?

• Who are the core detractors?• Do you have any core influencers?

Is it worth reaching out to them?• Is your message being heard?• Is conversation volume increasing or decreasing?

Social Listening for Crisis Communication

18

What’s a Real Social Media Crisis?

It impacts clients, prospects and/or your reputation long-term.

It has momentum and is growing.

There’s no immediate remedy

19

Don’t Feed the Trolls Stay on your turf Recruit your fans Defend yourself

Dealing with Detractors• Acknowledge the

right to complain• Apologize for the

situation or your mistake – if warranted

• Assert clarity in your policy or reasons – if warranted

• Assess what will help them feel better

• Act accordingly• Abdicate if necessary

21

Blunders Stay on your turf Recruit your fans Defend yourselfDon’t be anonymous, empower your staff, solve

the problem

22

Empower

23

Let’s put things into perspective

You are here

1. Try email subject lines out on Twitter: what’s getting more clicks?

2. Try video on YouTube before a TV spend

3. Try imagery on Facebook, Twitter and Pinterest before an ad spend

3 TRADITIONAL MARKETING & ADVERTISING HACKS

Social Listening for Creative Direction

PRODUCTS & SERVICES• What sort of positioning will resonate for a new product?• Is chatter around your brand and product

more prevalent on specific channels?• Is there a target community

out there that might be good for a pilot program?

• Are there any key influencers you might engage?

• Are you seeing any sort of geographical trends that might lead to a new market?

Social Listening for Market Signals

TIP: Set expectations with your customers on your social channels. Something as simple as a note in your Twitter bio that says “We respond to tweets within 24 hours, M-F” will help you set expectations about response time.

Social Listening for Customer Service

LISTEN TO…• Employees, past and present• Prospects• Influencers• Detractors• Chatter about

competitors

Social Listening for Human Resources

• Are your shareholders happy?• Did that Q3 earnings call go well?• Are your talking points being heard?•What are the thematic trends

around your brand among industry analysts?•What are folks saying about your IPO?•Who are the main influencers or detractors?• Is the company you might invest in healthy

from a personnel and customer standpoint?

Social Listening for Investor Relations

Social Listening for the Competition

• Positioning• Community Sentiment• Content• New Products & Services

Social Listening for Social Sharing: Infographics

Content Curation

Social Listening in Action:Urban Planning for the Olympics

Follow cause-related chatter to stay on the same page with supporters by optimizing communications for:• Donor relations• Positioning• Crisis messaging• Partner targeting

Social Listening for Social Good

Get Better Results:

3 Tips for Better Listening1. Knowledge is power!

– Know why you’re listening

2. More is less is more– Narrow your searches

3. Check the weather– Start with the word cloud

Want more on Social Listening?

Meltwater.com/blogs

Meltwater.com/resources

Meltwater.com/1on1

THANKS!

Me again. Goodbye!

Please follow me @leslienuccioOh, and for more articles and webinars and groovy tidbits about marketing, please follow Meltwater: @Meltwater