Listening and Monitoring in Social Media: American Marketing Association

How To: Listen in Social Media

and Why You ShouldAngela Hausman, PhD

Howard UniversityPresentation to AMADC

What is Listening in Social Media? Why You Should Listen?

◦ Reputation Management◦ CRM◦ Measure Social Media Success◦ Increase Engagement◦ Improve Understanding

Who Should You Listen To? What Should You Listen To? How Should You Listen?

Agenda

http://www.youtube.com/watch?v=InrOvEE2v38

A Listening Post◦ A centralized location where conversations are

culled from a variety of online sources [such as blogs, chat rooms, social networks, and forums] and distributed to employees for appropriate marketing action.

What is Listening ?

http://www.kintera.com/atf/cf/%7Bc77fca17-4996-4a6e-9ebd-49502ef9581f%7D/SAMPLELISTENINGDASHBOARD_7-28-2009_4-15-05_PM.JPG

Sample Listening Post

No Objectives at All: Tracking of Brand Mentions:   Identifying Market Risks and Opportunity: Improving Campaign Efficiency: Measuring Customer Satisfaction: Responding to Customer Inquiry: Improving Your Understanding of Customers: Being Proactive and Anticipating Customers

Needs:

8 Stages of Marketing Listening by Jeremiah Owyang

Reputation management◦ Positive WOM encourages new customers◦ Negative WOM decreases your brand currency◦ Some complaint sites have high Page Rank so

searchers find negative WOM easily – ie. Rip Off Reports and Complaints.com

◦ Google fixed algorithm that benefited negative WOM companies

Why You Should Listen

Customer Relationship Management◦ Service Recovery Paradox◦ Immediacy

Social Media Effectiveness◦ Share of Conversation◦ Strength of Recommendation◦ Correlations with Increased Sales (imputed ROI)◦ Target resources

Resolution Effectiveness◦ Customer Satisfaction◦ Customer Complaints

Why You Should Listen (cont)

Listen to increase engagement◦ You have 2 ears and only 1 mouth◦ What are they talking about?◦ Who is talking?

Identify influencers Reward positive interactions

Why You Should Listen (cont)

Identify customer needs Identify impediments to purchase,

satisfaction, consumption Identify social relationships, social norms Knowing customers better improves your

listening, so this is cyclical

Listening to Know Customers Better

Customers Stakeholders Consumers in general Competitors Industry Experts Economic Forecasters Technology Leaders Legal Experts

Who Should You Listen To?

Sentiment - compliments / complaints Brand mentions – brand awareness, brand

image Competitors - new products, sentiment,

promotions Industry change factors Employee dissatisfaction Unmet needs Culture Where folks are “hanging out” in social spaces.

What Should You Listen For?

How far back do you want to go in your monitoring; affects tools you use

Free listening and monitoring ◦ Google Alerts/ Yahoo Alerts◦ Google Reader (iGoogle)◦ Technorati◦ Google Blog Search◦ Twitter Track◦ Friendfeed◦ Social Mention

How to Listen

Paid Listening Radian6http://www.radian6.com/get-started/what-we-do/ Overtonehttp://www.overtone.com/product/open-mic-features Trackurhttp://www.trackur.com/ MileStoneshttp://www.milestoneinternet.com/html/online-social-media-management-system-for-hotels.asp?utm_source=google&utm_medium=cpc&utm_campaign=eBuzz+Connect&utm_term=social%20media%20listening&utm_content=sg1R2F1ss_7393827578

How To Listen (cont)

Administration Support Knowing WHAT to Listen To Information Overload Privacy Barriers External requirements

◦ Benchmarking◦ Market Research

Language and cultural meaning Integration into strategy and customer

support function

Listening Problems

Facts:◦ Listening works

Keyword analysis Analyzing unstructuted data

◦ nVIVO◦ HyperRESEARCH◦ SPSS text analysis software

Engage consumers/ stakeholders to avoid privacy issues

Overcoming Problems with Listening

“what’s considered cool” ◦ A half-a-dozen forty year olds and a couple of

thirty year olds sat around the boardroom laughing and brainstorming about all the crazy but cool things they did in college using terms like “nerd”, “dweeb” and “rockin”.

◦ Listen to hear how meaning is developed in target demographic, not your own.

Examples

“We use a combination of People, Tools and Process to get the results we need.” Mark Eduljee, Social Media Listening Intelligence at Microsoft

Social Media Measurement and Social Listening Intelligence

Increased use of Facebook to engage customers ie. Recent Keynote by Steve Ballmer

Using social mentions of Phone7 to inform next upgrade

Microsoft

Recommendations◦ Start at the end◦ Build trusting relationships w/ teams to get action

on intelligence◦ Provide direction, not just data to customer teams◦ “It’s a short step from a listening post to a

flogging post” – ensure you’re not encouraging negative comments

Microsoft (cont)

Type of listening depends on strategic goals ie. for pharma client – side effects

Quick response to negative comments Monitoring and assessing ROI depend on

active listening Recommendations

◦ Multiple listening tools – social mention, Radian6, etc

◦ Master spreadsheet analyzed

Listening and Monitoring Professional

Importance of listening in multiple cultures Automates analysis

◦ Real time sentiments◦ Learns as it processes

Necessity of link to strategy

Target Latino

Netnography of the Disney community forum

Collected data from 4 months of forum discussion – 1350 individual messages

20 “influencers” based on frequent posts and engagement

Analyzed iteratively to determine categories

Case Study

Social support◦ “If you do drive, I have a little story that might

help you to think about when your nerves are shot … We traveled to Mississippi every year to visit my parents who had retired down there. One you, my twins were 5 months old… When we got to the top of Mississippi, they both started screaming. We couldn’t even afford to stop at a hotel and just kept driving. I kid you not, they BOTH screamed for 6 hours ‘til we got to my mom’s. So, just when you think its bad … think of me…. LOL. I lived to tell about it.

Categories

Have a great time. I just got back from my 32nd (that’s right thirty-two) trip to WDW since its opening. At least one each year and some years twice. I can NEVER get enough.

Hello fellow Disney World Obsessives. I will be making my 9th trip from Vermont to Disney this coming February… I am a 52 year old kid and I love every minute of my time at Disney. I think that every adult needs to go there with a kid so they can get into what are considered the “kids” rides without embarrassment. I can’t wait.

Obsession

Share tricks for reducing wait time Suggest “don’t miss” opportunities, such as

parades and character signings Recommend use of Disney owned facilities

such as hotels Encourage frequent visits and longer stays

Enhance Experience

I stayed in Coronado Springs and REALLY liked it. I would recommend that you stay in the Casitas section – its well themed and close to the main building/ food court. The only thing that is far away is the main pool. If you prefer to stay closer to the main pool, I’d choose the Ranchos section. Each section has its own bus stop. Transportation .. Everything worked well. We hardly had to wait too long at all for the buses.

A couple of dining suggestions. The Cape May Café is great if you like steamed clams and mussels… for $21.95 its all you can eat. Its located at the Beach Club. We also ate at Yachtman Steakhouse in the Yacht club… I probably had the best steak of my life in this place … expensive, but worth it.

Don’t rush to get everything done because I guarantee you won’t see it all. So why try? Even on this trip we plan to pace ourselves so as not to exhaust our daughter so much that she doesn’t enjoy it.

I wish they would stick with the theme Walt had and stop trying to compare to other theme parks. That’s what makes DL/DW so special, so different, soooo Disney. I with there was a way to stop the madness, but rely what can be done? They already took away my People Movers at DW (Why? Why? Why?) It was our family’s favorite and a must do!!! Without it, it just won’t be the same going to Disney World. Please tell me Carousel of Progress will remain forever. I’ve heard rumors of them removing that? … Please Mickey stop it before YOU’R just a memory.

Resistance to Change

Walt may have never seen what a mega corporation could have done with his wonderful dream. He had visions of what Disneyland was and could be, but his vision is not being adhered to. Like Great Moments with Mr. Lincoln. His words were it was to have a permanent home there. Country Bear and all of Criter Country is being yanked. Mr. Toads and look out Tiki Room and It’s a Small World. We go to Disney to relive the childhood memories.

The public relations department told me lies. “We’re not pulling the Swiss Family Tree House.” Proved that lie didn’t it. The corp does not care to inform us, the public, of any changes.

Practical Social Media Measurement and Analysis (ebook) by Radian6 http://www.radian6.com/blog/2010/06/social-media-listening-measurement-and-engagement-primer/

Online Marketing Research - http://www.ecommerceinnovators.com/buzz-words/effective-online-market-research-but-are-you-listening/

Listening to Drive Innovation - http://hausmanmarketresearch.org/583/how-to-use-social-media-in-your-innovation-strategy/

The Difference Between Monitoring and Listening http://www.markeduljee.com/2010/11/the-difference-between-monitoring-and-listening-to-social-media/ Analyzing unstructured data –

http://hausmanmarketresearch.org/461/now-that-you-have-a-listening-post-you-need-to-analyze-all-that-data-to-support-your-marketing-strategy/

Resources

QuestionsCorporate Website: http://MarketingThatWorks.TV (coming soon)Blog: http://hausmanmarketresearch.orgTwitter: @MarketingLetterFacebook: http://facebook.com/angelahausman