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An overview of Social Media Listening including the rationale and practical steps in developing a Social Media Listening system
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ENERGISE2-0.COM
Social Media Listening
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
January, 2012
ENERGISE2-0.COM
Why Listen?
Social Media is a conversationnot a broadcast platform
Conversations are taking place relevant to your brand – are you listening?
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Social Media Listening
Search and Relevance FiltersPlatforms and Channels
Brand
mentions
Collect
Actionable Insights
competitors
New products@replies
“I thought it
was
great…”
Events assigned to the Social GraphCategorisation and Tagging
Process
Mention Volume and ImportanceDemographics and Timing
Sentiment and Emotion
Analyse
#noise
@clogger
Irrelevant
comments
“had a terrible
experience…” staff
RT: check out this video
RT: noise to be ignored
PR: Broadcasting
postsIrrelevant
channels
More noise
comm
ents
Source: Energise2-0
“I’m walking the
dog…”“X-Factor is
Great..”
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5 Key Steps to Effective Social Media Listening
But first the Business Benefits
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Business Benefits
Listening provides business benefits: – Market Knowledge and Intelligence. Where your customers, partners,
competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their
influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects.
Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for
incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation
issues. – Improved Sales and Marketing. New prospects, customer and market
opportunities. – Improved Performance Monitoring. Support a 6Is approach.
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1. What
• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– Geography/Location
• Local• Regional• National• International
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2. Where
• Where are the relevant conversations taking place?
• What tools are available to help?
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Tools are available to help
• No or low cost tools such as…– Google Alerts, Yahoo Pipes, Social Mention, Topsy,
IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as…– Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and
Meltwater Buzz
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Social Mention
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l
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u
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Social Mention
• Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions
• Sentiment: is the ratio of mentions that are generally positive
• Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors)
• Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions
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Topsy
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f
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Tools are available to help
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3. Set Up your Listening System
• Set up a customised Social Media Listening System to deliver:– the right information – to the right people – at the right time – in the right format
• But remember…– Think strategically
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4. Ask - So What?
• Information is not knowledge• What are the results telling us?• Analyse and develop ‘Actionable Insights’ • Is this…
– Something I should share with others?– A reputation issue?– A sales opportunity?– A new network contact or potential influencer?– An indication of where we should develop?– A bell-weather on how we are doing?– An indication of what our customers are feeling?
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5. Consider your Response
• And Finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan
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Create Your Own Social Media Monitoring Tool
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Steps
A number of steps are required in order to create a Social Media Monitoring Tool for your business...
A. Create a Google Reader Account
Go to https://www.google.com/accounts/NewAccount?service=reader and complete the form indicated
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B. Identify your key search terms
– Relevant roots• Products• Company name• Brand names• Key staff• Industry
– Other Parameters• Geography• Qualifiers
– Filter out noise• Not phrases
1. Morrisons + Hauliers (rather than Morrisons)
2. Visited + “Loch Fyne Seafood” + Scotland
3. Cruise + Clothes –Tom –Liner
Save your Search terms to a Notepad or in Excel
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C. Find Relevant Subscriptions•Go to www.topsy.com, relevant blogs or other SMM tool•Make relevant searches using your key search terms•On Returns page, subscribe to the feed
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D. Add to Google Reader•Click Subscribe to RSS •Follow choices provided
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You can also copy the url and enter directly into Google Reader
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E. Manage Subscriptions in Google Reader
• Go to Google reader• Click Settings and
then Subscriptions• Add a new Folder
(create folder called FOLDERNAME)
• Move new subscriptions to FOLDERNAME
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F. Monitor Your River of News
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G. Create your own workflow
Using Google Reader, you can share a username and password and all access the River of News. Google Reader will allow you to assign more important posts through the following functionality: a) Add Star b) Edit Tagsc) Keep Unreadd) Share by Email
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• You can also search within a label or Starred Items for keywords, as follows:
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G. Import Elsewhere• Although, what we have covered could be considered a good
enough means of monitoring Social Media for relevant comments – you can also import and export your xml feeds into other tools.
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View Google Reader in Other Readers
View your Google Reader Feeds in desktop-based RSS readers • Try a tool like RSS Owl http://www.rssowl.org/ • Provides built-in workflow functionality• Allows export to html and export to other formats• Similar tagging and sharing functions as Google Reader
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H. Start Monitoring: Create a Virtuous CycleRemember why you are doing this! • Look for actionable insights
– Market, competitor and customer insight– Sales opportunities– Content opportunities– Identify reputation issues
• Subscribe to key sources directly e.g. a great forum or blog• Refine and review on an ongoing basis
– Are you getting enough insights?– Are you creating enough buzz?
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Thank You and Questions
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Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
January, 2012
