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We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over: - Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen - Welke (gratis) tools u hiervoor kunt gebruiken
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Monitoring van social media
Tom Muyllaert
2Monitoring van social media - Tom Muyllaert
Let’s connect I’m Tom Muyllaert ;-)
28/11/2012
Created with Tweet Topic Explorer
E: [email protected]: www.reference.be W: bit.ly/tmuyllaert
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INTRODUCTION
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in
social media
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… so the question is
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What’s the buzz about?
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however…
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We’re facing challenges!
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Billions of conversations
Unstructered & dispersed
A lot of noise
Multiple languages
How to interact, choose who to interact with
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What’s listening about?
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monitoring ≠ listening
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Multiple forms of listening
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REACTIVEPROACTIV
E
• Customer care• Helpdesk• Brand monitoring• E-reputation
• Competitor tracking• Direct & indirect
customer needs
MARKET RESEARCH & INNOVATION
Trend detection Product & service development Content Marketing …
10
The “listening pyramid”Indirect
customer needs
Direct customer
needs
Competitor monitoring
Brand monitoring
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Social intelligence starts with the ability to
listen(*)
(*) Without listening, your strategy becomes pointless…
Towards a listening framework
Why listen?
Where to listen?
Who to listen to ?
How to listen to ?
How to implement?
What do we learn?
WHY LISTEN?
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Business reasons to listen
Possible Listening Objective
s
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
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28.8%
Centralized
Who owns listening within the organization?
n = 140 - source: Altimeter
41%
Hub and Spoke
10,8%
Decentralized
18%
Multiple Hub and Spoke
(“Dandelion”)
1.4%
Holistic
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Listen, respond & engage: social media workflow
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Source: David Armano – Edelman Digital
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Key Metrics & KPI’s
Attention & Appreciatio
nInsights
Action Advocacy
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Awareness in the social channel
Brand engagement & appreciation of the
social channel
Desired action from the social channel / initiative
share of voice, #referrals from brand website, ....
#subscribers, #followers, #likes, #commets, #view…
#NX-letter sign-ups, online orders, leads, …
Creates word of mouth & stimulates advocay
#influencers, #advocates, #embeds, …
Stimulate innvation
#trending topics (e.g. on product & service
conversations, specific themes…), competitor
benchmarks, insights in target audience &
conversation drivers, …
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the simplification of influence!mind…
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Book tip. Must read!
www.influenceprofessional.com
The 6 influence flows
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WHERE TO LISTEN?
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Choosing your backyard
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EARNEDMEDIA
OWNEDMEDIA
BRAND BACKYARD
CUSTOMER BACKYARD
PAIDMEDIA
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Choosing your backyard
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Source: TNS NIPO – “Earn your owned media”
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Choosing your backyard
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Source: TNS NIPO – “Earn your owned media”
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Brand backyard – owned media: Yunomi
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WHO TO LISTEN TO?
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Social network demographics
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Source: Insites Consulting – Social media around the world report 2012
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Social networks data per country
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Social networks data
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http://bvlg.blogspot.be/ http://www.comscoredatamine.com
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HOW TO LISTEN?
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Types of listening solutions
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Research & data monitoring tools
• Focus: providing data for research
• Large amounts of reliable data
• Less feature rich • More data(sources) • Longer history (historical data)
Monitoring & reporting tools
• Focus: real-time monitoring for PR, support
• Very user-friendly• Many also starting to offer customer engagement
• No long historical data
Monitoring & engagement tools
• Focus: primarily on engagement
• Listen & respond – community management
• Limited listening capabilities
SDL SM2Nielsen Buzzmetrics
…
EngagorRadian6
…
HootsuiteSocialbakers
MarketMeSuiteEngagor
….
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How to choose the right tool?
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Integration
Data import - export
Date sources & content
collection
Localisation &
segmentation
Analysis & analytics
Data quality & integrity
Features & funtionality
Price vs. value
Some factors to keep in mind
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Do it yourself tools
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http://www.48ers.com/ http://topsy.com
http://www.socialmention.com http://bottlenose.com
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Do it yourself tools
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http://search.twitter.com http://snapbird.org (Twitter)
http://search.twitter.com/search.rss?q=yoursearchterm
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Do it yourself tools
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https://app.conversocial.com/profiler/ (Facebook)
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Do it yourself tools
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http://www.searchinstagram.com
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Do it yourself tools
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http://www.wordle.net/create (Trends)
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HOW TO IMPLEMENT?A practical roadmap to setup a listening framework
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Listening process setup
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Setting objectives
Define the universe
Setup (automatic)
conversatio
n classification schemes & workflow
Upfront noise
reduction
Start (historical) monitoring
Data cleaning
Reporting & analysis
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Segment conversations into meaningful topics
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BRAND
Issues
PR
HR
PRODUCTS
Product a
Product b
...
COMPETITORS
Competitor 1
Competitor 2
…
TOPICS
Energy saving
Green energy
..
DEFINE AND/OR COMBINE SUBTOPICS
CONVERSATION TOPICS
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Automatic classification of conversations
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PRODUCT
GALAXY TAB 10.1
PRICE PERCEPTION
FEATURES
BUYING INTENTION
REVIEWS
ANDROID
CAMERA
SCREEN
…
Example of an automatic conversation classification scheme applied to Samsung Benelux
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Automatic classification of conversations
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…
cheap
price perceptio
n 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”
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WHAT DO WE LEARN?
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Data & business insights can’t be automated
Kluwer Opleidingenwww.kluweropleidingen.be
THANK YOU!
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Muyllaert
