Social Business Agency

Social Listening

Thought Provoker

April 2, 2012

Today’s Agenda

• Introduction

• Overview of Listening

• Social Listening in Business

• Process and Approach

• Case Studies

• Social Listening Tools

• Sysomos Listening Demo

• Questions

Introduction

Hello

James Davidson Vice President – Digital & Community Strategy

7summitsagency.com @jdavidson

LinkedIn

Who is 7Summits?

Strategy

Experience

Technology

+

+

+

Social Business Agency

2009

35+

FOUNDED

TEAM

CURRENT

AUDIENCE

REACH 1 million+

Engage Customers, Employees, and Partners to Build your Business

Customers Employees / Enterprise Partners

✓ Brand and Reputation Management

✓ Social Marketing ✓ Social Commerce ✓ Customer Support

Communities ✓ Events ✓ Customer Loyalty &Retention

✓ Corporate Communication ✓ Social Collaboration ✓ Sales Enablement ✓ Product / Service Development ✓ HR, Recruiting, and Employee

Development ✓ Intranet / Portal Evolution ✓ Social Press Room

✓ Supply Chain Management ✓ Sales Enablement ✓ Social Intranets ✓ Social Extranets

Destination Communities

SOCIAL MEDIA FOR BUSINESS

Overview of Listening

Owned Media

Social Business

Social Relevancy Social Enablement

Managed Social

Website

Mobile

Search

Company

Product Develop-

ment

Sales Marketing

Customer Support

Open Social

HR

Permeating the Social Web with your products and services while engaging customers,

advocates and influencers

Leveraging social media in the enterprise to serve relevant resources, connections and content at

the moment of need to deliver value

Commerce

Social Listening

Engagement

Why Social listening?

Companies are trying to monitor a massive volume of information but feel overwhelmed. Opportunities exist to discover:

• Real time consumer insights

• Industry trends

• Competitive intelligence

• Sales leads

• Marketing opportunities.

Customers and prospects are commenting and asking questions regardless of an organizations’ participation in the conversation.

Vast amounts of information, make it difficult to identify stakeholders’:

• Preferred social media channels

• Strategies for engaging them.

What is social listening?

• Social listening, is the process of identifying and assessing what is being said about a company, individual, product or brand across all social media channels including; Facebook, Twitter, Blogs, Forums, News, Video sites, Photo sites, etc.

• Information is collected, filtered, and analyzed to provide real time research that a business can use for intelligence.

• Common Measurements Include: – Sentiment

– Share of Voice

– Conversation Mapping

– Volume

– Advocate/Influential Platform Identification

“Listening” & Measurement

What Listening Platforms Do

Find the audience that matters to you.

• Get access to direct consumer feedback - unbiased, unfiltered, immediate

• Gain a richer understanding of consumer interaction and influence on the social web

Social Listening Dashboards

Social Listening in Business

Purpose / Opportunity Statements:

Business Need/Opportunity How Social Listening Can Help?

Identify where and how a company’s

target audience is using social media

Enables companies to get a definitive list of social

media outlets where customers are engaging

(e.g. blogs, communities, social networks)

Facilitate connecting and

communicating of customers and

employees

Enables connectedness by allowing employees to

locate relevant conversations across the social

web and interact (e.g. outreach, lead generation)

Reduce customer service operation

costs.

Decreases volume of support calls by heading off

negative posts + common questions in social media

Increase customer satisfaction Enables authentic two-way conversation with

customers.

Provide contemporary way for

customers to give feedback & share

ideas.

Becomes a way to capture and incorporate real-

time ideas, feedback, and customer driven

innovation.

Social Media Highlights - Forrester US Interactive Marketing Forecast, 2011 To 2016

Forecast: US Interactive Marketing Spend Forecast: US Social Media Spend

Highlights: • Social media management is relatively low-cost • Search budgets will move to mobile and social networks overtime • Listening will develop into social intelligence. • Interactive channels will only further out-perform offline channels

Corporations are investing in real-time social media intelligence

Process and Approach

Social Listening

Source: The Relationship Economy

Social listening analysis is developed through an intensive process of analysis and data

refinement.

Our Social Listening Approach

Listen

Filter

Recommend

Analyze

Our Approach

Insurance Provider - Search versus Social

Illustrative keyword topics driving website traffic:

• Brand: Insurance Provider

• Product Type: Dental, Vision, Individual

• Price: Affordable, Quote

• Need: Procedure, Preventative Care

• Locations: Illinois, Alaabama

• Information: ADA codes, benefits, terminology

Top Conversational Topics In Social Media:

• Cost

• Comparison Shopping – Provider A vs. B

• Coverage

• Oral Health

• Employment Status

• Provider Recommendations

Takeaway: Aligning Search and Social marketing key words and phrases will improve overall online relevancy: Seed the conversations in social that are targeted in search and include relevant topics to drive online relevancy.

Search How Insurance Provider targets consumers with

SEO for “Dental Care” + “Dental Insurance”

Social How consumers are talking about

“Dental Care” + “Dental Insurance” in Social

VS

Case Studies

Case Study: Southwest Airlines Customer Service and Acquisition

• Southwest Airlines conducts Social Media Listening and continued monitoring of their brand as well as their competitors (United Airlines, American Airlines, etc.)

• When they find a disgruntled customer of their own or their competitors’, they actively reach out through social media trying to resolve their issue

Takeaway: By reaching out to dissatisfied customers, Southwest has been able to grow their own fan base and delight their existing customers while acquiring

new ones.

Case Study: BP Reputation and Disaster Management • Prior to the oil spill in April 2010, BP did not actively use

their Social Media accounts.

• Regardless, overall sentiment for BP was favorable.

BP Sentiment: January 1, 2010 – April 20, 2010 (Source: Sysomos.com)

After the spill, positive sentiment for BP dropped to just 16%, while the number of mentions increased by nearly 6X.

BP Sentiment : April 20, 2010 – July 15 (Source: Sysomos.com)

Case Study: BP Reputation and Disaster Management

Case Study: BP Reputation and Disaster Management • BP’s lack of a social listening and response mechanism caused their crisis

management to spin out of control

• After the spill, it took BP 7 days to respond on Twitter

• Parody Twitter account @BPGlobalPR became the top organic search result when “BP PR” or “BP public relations” was Googled

– This account further hurt BP’s online reputation, and meant BP no longer had control of their brand.

Takeaway: By not having a social listening program and a disaster recovery plan in place BP created significant damage to their online brand and reputation and

a perception they didn’t care

Case Study: Nike Product Innovation Nike leveraged social listening tools to gain insights from customers into cross trainers and used that information to reposition the product for stronger revenue generation.

Insights gained from social listening informed creation of a running sensor and iPhone application that allowed consumers to challenge friends to a virtual race - moving the brand position for cross trainers to be more competitive.

Participants were also more likely to join the Nike Running community where they where exposed to more products creates sales opportunities.

Takeaway: By connecting social media insights with product

managers Nike managed to generate a profitable new product line.

Social Listening Tools

Professional Social Media Listening Tools

Free Social Listening Tools

• Social mention: Real-time social media search and analysis:

• Trackur – Free simple reputation monitoring

• Board Reader – Searches forums, blog posts, images, and blogs

• Google Alerts – Receive email notifications based on your search queries

• Twitter Search – Search tweets real-time by keyword, hashtag or user

* Even though there are some free tools, they are not as comprehensive or in-depth as the paid ones, and their functionality decreases as many begin charging fees.

Sysomos Listening Demo

Social Business Agency

Thank You.