Getting Digital Webinar 1: Listening Online from Mike Coulter
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Transcript of Getting Digital Webinar 1: Listening Online from Mike Coulter
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Who was Mike Coulter?:
20 years in the creative depts of
Advertising & Marketing firms.
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Who is Mike Coulter?:
Consults, Mentors & Evangelises
the use of Social Mediain Business & Organisations.
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WHY SOCIAL MEDIAMATTERS:
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80% of people are influencedby friends or family online.
14% of peoplebelieve advertising.
58% trust the opinionof a ‘person like me’.
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The UK has the highest socialnetworking membership
in Europe.
Over the next three years over half the UK population
will belong to a Social Networks.
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Courtesy of @equalman http://socialnomics.net/
QuickTime™ and a decompressor
are needed to see this picture.
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SOCIAL MEDIA IS NOT A FAD.
IT’S A REVOLUTION.
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Organisations who successfully
leverage social media tools to communicate,
collaborate and network, have a distinct advantage
over those who don’t.
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Daily use of social mediais now common-place & pervasive
Facebook, Linkedin, Twitter, Flickr, YouTube etc, are becoming
keyMarketing Tools.
Opportunities for Brandsto connect with fans, audiences &would-be-could-be ambassadors
are endless.
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SO HOW DOYOU FIND OUT WHAT
PEOPLEARE SAYING ABOUT
YOU & YOUR ORGANISATION
ONLINE?
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YOULISTEN:
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“Listen to the good. Respond quickly to the bad, Respond even faster to the
ugly.”
http://blog.comscore.com/2009/05/keeping_score_with_social_medi.html
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What to look for?•The compliment – Save your ‘good reviews’ for testimonial use
•The competitor – Your competition’s strategy and customer’s views towards them
•The crowd – Follow a particular topic to understand sentiment and it’s importance
•The influencer - brand evangelists. Clasp ‘em to your busom
•The ROI/The audit – measure the performance of your social actions/campaigns
•The story – Uncover new ways to talk about your brand from stories people are telling
•The recruit – Find via the web, what do potential employees see about you?
•The brand association – how do your customers actually view our brand? It may not be the way you think they do.
•The complaint/The crisis /The correction– Catch them early to show how responsive you are
David Alston, VP Marketing at Radian6,http://blog.emoderation.com/2009/06/what-to-listen-for-in-social-media-part_02.html
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WHAT’S THE VERY BEST WAY
TO LISTEN ONLINE?
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WHAT’S THE VERY BEST WAY
TO LISTEN ONLINE?
THERE ISN’T ONE.
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THERE ARE HUNDREDS.
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THE‘SPLINTERNET’
HAS 100’S OF WAYS TO LISTEN.
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BUT HERE ARE THE ONES I USE
AND METHODS I PREFER
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“If the news is important,
it will find me”
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Time to talk about Twitter?
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Unexpected traffic story.(Or ‘accidental seo’.)
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FaceBook Insight
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In conclusion:( Hang in there everybody
you can have a cuppa soon. )
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Courtesy of @equalman http://socialnomics.net/
QuickTime™ and a decompressor
are needed to see this picture.
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ROIRETURN ON INVESTMENT
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ROIRETURN ON INVESTMENT
ROTRETURN ON TIME
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ROIRETURN ON INVESTMENT
ROTRETURN ON TIME
ROARETURN ON ATTENTION
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REMEMBER:
1.DONT GET BENT OUT OUT OF SHAPE OR SWEAT IT IF YOU MISS ANYTHING. YOU WON’T FIND EVERYTHING, BUT WITH A GOOD NETWORK, GOOD STUFF WILL FIND YOU.- Trust in Serendipity.2. Appoint a ‘Community Manager’. If you’re one-man-woman-band: DIY. ROT.3.Identify search: keywords, names, brands, #hashtags, subjects etc. Establish daily routine: ‘Social Self-Discipline.4. Set up a ‘Social Media Listening Post’: Monitor online conversations about you, your audience, acts/shows and competitors. Sign up for Google Alerts/rss reader/Tweetdeck/Saved Searches/Nutshell Mail5. Actively and authentically engage with the social community.6. Monitor progress, check KPI’s/ROI, tweak, refine, repeat.
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LISTENING ONLINEvia Social Media is more than just a nice idea - it's
a necessity and an opportunity.
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THE 2nd BEST TIMEIS NOW.
THE BEST TIME TO START
LISTENING ONLINEWAS 4 YEARS AGO.
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