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Listening Tools for Google Squared2012 - Top 100 grads on Google Secondment Programme. Shared as part of a facilitated debate with Facebook, Twitter and G+
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@TiffanyStJames
Google #Squared2012
Thursday 22 March 2012
Hello!
Social Media Strategist
tiffany@stimulationltd.co.uk
Tiffany St James
@TiffanyStJames
The Brief
• By the end of the afternoon
• Effective listening
• Gain insight
• Develop or amplifying a social footprint
• Yours
• Your agency
• A client's business
Criteria
• Use a platform
• A tool or a few tools
• Create social media listening dashboard
• To give you the insight you need
• To develop the social footprint
Intelligent listening
@TiffanyStJames
Gatorade Mission Control, Dell Command Center,
Nokia Agora Social Visualizer,
Domino's Super Bowl Pizza War Room
Business Use of Social Media
@TiffanyStJames
• HR
• PR
• Direct Sales
• Customer Service
• Business Intelligence
@thebrandbuilder states only 5 uses of social media:
HR, PR, Direct Sales, Customer Service and
Business Intelligence
Uses
@TiffanyStJames
• Amplify campaigns
• Business intelligence
• Monitor discussions
• Monitor industry environment
• Real-time conversation
• Reputation Management
• Social Customer Service
• Seed content
• Track brand engagement
Track, monitor, analyse, amplify, engage, seed content
and protect reputation
Questions to ask yourself?
1. Why am I listening?
2. What am I listening for?
3. What platforms am I listening on?
4. What tools should I use?
5. What will I do with what I hear?
@TiffanyStJames
What are you listening for?
Campaigns
– Quantitative measures
– Qualitative measures
– Risk management
Insight and engagement
– Identify rumours, misunderstandings, misinformation
– Audience insight
– Evidence of behaviour change
– Identify key influencers and critics
– Help identify gaps or opportunities for new services or sales opps
Media monitoring
– Risk management – identify issues and be able to respond quickly
– Discover signs of lobbying from groups or individuals
– Gauge reaction and interest in other related media coverage
@TiffanyStJames
The result of listening
Analytics Directs strategy
Attention
Sentiment Influence
Blogs
News
Forums
Insight
Listen Online
@TiffanyStJames
Objectives
@TiffanyStJames
What are you trying to
achieve?
Business Vision
Personal Mission
Systematic
Measurable
Achievable
Realistic
Time-frame
Be REALLY clear on your objectives before you start
Make them SMART
Technology
@TiffanyStJames
Off the shelf
• Monitoring
• Engaging
• Workflow
• Dashboards
Self-build
• APIs and dashboards
• Linguistics
• Root-cause analysis
• Fire Hose peaks
Moore’s law and open innovation: new tools will
develop and evolve. Continuous optimisation
Reporting
@TiffanyStJames
Objectives
• Why are you listening?
• What are you going to do
with what you hear?
Planning
• Insights to action
• Listening and
Engagement plans
Output
• Roles
• Format
• Frequency
How are you going to action the insights you gain:
this will determine how you report and optimise
ROI
@TiffanyStJames
• Different people need
different metrics
• All endeavour is
measurable
• Ensure you are
measuring against the
objectives set
• Business environment
metrics
The value of endeavours can be calculated, you need
good metrics in place in other parts of the business
Listening for insight
Active listening process
• I am listening to understand positive press
• I am going to engage with influential individuals
• Monitoring vs analysis
• Set objectives
• Define keywords
• Tools and frequency
• Listening plan
• Reporting, analysis, optimisation
@TiffanyStJames
Blog searching
http://boardreader.com
http://www.technorati.com
Uses:
- Discover blogs by topic /
author
- Track published posts and
run archive searches
- Get an indication of blog
popularity
Tip:
- Search both posts and blogs
as results can vary
@TiffanyStJames
Real time Twitter tools
http://www.twazzup.com
Uses:
-Great for Twitter hashtags
-Can identify influencers (basic level)
-Ranks content in order of popularity which is useful
Tip:
-Make the most of the keywords featured in the bottom left corner
@TiffanyStJames
Advanced Twitter
@TiffanyStJames
Stealth! – Search Twitter BIOs on Google
• intitle:”marketing* on twitter” OR intext:”bio * marketing” site:twitter.com
@TiffanyStJames
Snapshot tools
http://www.socialmention.com
http://www.addictomatic.com
Uses:
- General / day-to-day
- Audit stage
- Activity monitoring / buzz
Tip:
- Make these the tools the
foundation of your listening
efforts
Hootsuite
Exercise
The Brief
• By the end of the afternoon
• Effective listening
• Gain insight
• Develop or amplifying a social footprint
• Yours
• Your agency
• A client's business
@TiffanyStJames
Process
• Choose a social footprint
• Use some of the tools and methods
• Listen and gain insight
• Choose one insight, a few insights
• Use the insight to develop the footprint
Listening and Engagement Plan
Objective –
SMART
Key Audience Platforms +
Tools
Activity Timings Measurement
To listen to
#Squared2012
daily to
understand the
level of use of
social media
listening tools of
Squared2012
participants
Squared 2012
participants who
are using
#Squared2012 on
Hoot suite
Set up a columns
for
#Squared2012
participants
and revue their
presences
3 times a day Klout rankings
Volume
Shift over time of
individuals
@TiffanyStJames
Resources
Resources you like
http://www.simplyzesty.com/
http://socialmention.com/
http://www.spezify.com/
http://www.tweetfeel.com/
http://www.icerocket.com/
http://addictomatic.com/
http://www.semrush.com/
http://technorati.com/
http://www.freshnetworks.com/blog/
http://www.christopherspenn.com/
http://www.socialmediaexaminer.com/
http://socialmediatoday.com/
http://www.socialmediaexplorer.com/
http://www.conversationagent.com/
http://www.bethkanter.org/
http://socialwayne.com/
http://smedio.com/
http://askaaronlee.com/
@TiffanyStJames
Listening tools
– http://www.google.co.uk/
– http://blogsearch.google.com/
– http://www.google.com/realtime
– http://www.google.com/alerts
– http://search.twitter.com/advanced
– http://www.socialmention.com/
– http://www.netvibes.com/
– http://addictomatic.com/
– http://listorious.com/
– http://technorati.com/
@TiffanyStJames
Further Resources
• Book Recommendations
– Social Media ROI - Olivier Blanchard
– Creative Mischief - Dave Trott
– Grouped - Paul Adams
• List of social media stats resources: http://delicious.com/gemmawent/stats
• Global Web Index Light: http://globalwebindex.net/explore-the-data/data/lite-tool/
• Global Web Index on Slideshare: http://www.slideshare.net/Tomtrendstream
• IBM guidelines
• Link to Mashable How To's
• Twitter etiquette
• People to follow on G+:
– Beth Foster
– Vic Gundotra
• Blogs: wearesocial.net
@TiffanyStJames
Thank you, let’s keep talking
tiffany@stimulationltd.co.uk
Tiffany St James
@TiffanyStJames
Digital: • strategy • training programmes • social engagement • amplification
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