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THE MOST FUNDAMENTAL ROLE OF SOCIAL MEDIA IS LISTENING SIMON J. RYAN Business Marketing Specialist @simonjryan BrightTALK Webex – 8 th November 2012

Using Listening as Part of Social Media Activity 8 November 2012

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A recent BrightTAlk webinar I gave on using social media to listen.

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Page 1: Using Listening as Part of Social Media Activity 8 November 2012

THE MOST FUNDAMENTAL ROLE OF SOCIAL MEDIA IS LISTENING

SIMON J. RYAN Business Marketing Specialist@simonjryan

BrightTALK Webex – 8th November 2012

Page 2: Using Listening as Part of Social Media Activity 8 November 2012

DisclosureUnless stated otherwise any opinions expressed are those of Simon Ryan. They

should not be viewed as indicating any guarantee of return from an investment

managed by Aviva Investors nor as advice of any nature.

Aviva Investors Global Services Limited, registered in England No. 1151805.

Registered Office: No. 1 Poultry, London EC2R 8EJ. Authorised and regulated in the

UK by the Financial Services Authority and a member of the Investment

Management Association.

This presentation is intended for discussion only. The views expressed accurately

reflect the personal views of the author, Simon Ryan.

The author has not and will not receive any compensation for providing a specific

recommendation or view in this presentation.

Page 3: Using Listening as Part of Social Media Activity 8 November 2012

Relevance

Reporting and analysis

Conclusion

Action

Questions

Agenda

Page 4: Using Listening as Part of Social Media Activity 8 November 2012

Decision makers have no time to- Take sales calls

- Respond to ads or direct mail- Go to events

Interruption marketing no longer

works

Page 5: Using Listening as Part of Social Media Activity 8 November 2012

60% …of the way through the purchase

decision before engaging supplier sales

reps

Relevance

Source: CEB Marketing Leadership Council, March 2011

The average B2B customer is…

Page 6: Using Listening as Part of Social Media Activity 8 November 2012
Page 7: Using Listening as Part of Social Media Activity 8 November 2012

41%… of consumers who use social media are

actually

influenced by positive and negative

comments

about brands and companies on social

media sites.

Relevance

Source: YouGov, April 2012

Page 8: Using Listening as Part of Social Media Activity 8 November 2012

The number of people that choose to

communicate using social media are

measured in the 100s of millions

Page 9: Using Listening as Part of Social Media Activity 8 November 2012

Source: Wikipedia, April 2012

million users500

Page 10: Using Listening as Part of Social Media Activity 8 November 2012

Source: Quora, January2011

million users490

Page 11: Using Listening as Part of Social Media Activity 8 November 2012

Source: Quora, January 2011

million users175

Page 12: Using Listening as Part of Social Media Activity 8 November 2012

Source: VK website, August 2012

million users124

Page 13: Using Listening as Part of Social Media Activity 8 November 2012

Source: Wikipedia, November 2011

million users160

100

Page 14: Using Listening as Part of Social Media Activity 8 November 2012

480300268

Source: Wikipedia, November 2011

Page 15: Using Listening as Part of Social Media Activity 8 November 2012

So we monitor and report

on our content based

marketing strategy

Page 16: Using Listening as Part of Social Media Activity 8 November 2012

Web Traffic

Sales

Conversion Rates

Content Performance

Leads QuantifiableTime Based

Reporting

Page 17: Using Listening as Part of Social Media Activity 8 November 2012

Reporting

Page 18: Using Listening as Part of Social Media Activity 8 November 2012

But we need analysis that

helps

us to understand how to

optimise

our content.

Page 19: Using Listening as Part of Social Media Activity 8 November 2012

Analyse the verbatim of social media posts to identify topics important to you and your customers

Analysis

Page 20: Using Listening as Part of Social Media Activity 8 November 2012

Sentiment

www.metro.co.uk/olympics/907250-twitters-olympic-mood-beamed-to-world-from-edf-energy-london-eye

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Combine social media insight with all the other data you have collected into a single view of those topicsDifferentiate what is trending in that data now and what are long term/fundamental themes that are important to your clients using time series analysis

Analysis

Understand your clients buying process and annual timetable of activities

Page 22: Using Listening as Part of Social Media Activity 8 November 2012

• People talk about brands and what they say affects

sales

• Social media enables consumers views to reach

beyond their immediate networks

• Having an increased effect on sales

• Their use of social media allows us to track and

measure what is being said

This information should drive how we engage in the

conversation

Conclusion

Page 23: Using Listening as Part of Social Media Activity 8 November 2012

Feed what you have learned back into your search criteria – search according to what is important to the people searching you

Prioritise what content improvements can be tackled now according impact or available resources – and address them

Monitor the improvements you have made and the low priority topics you are yet to tackle

Action

Page 24: Using Listening as Part of Social Media Activity 8 November 2012

Thank you

Simon J. Ryan

Mobile +447 446 119 778

E Mail

[email protected]

Twitter simonjryan

My blog

http://simonjryan.blogspot.co.uk