Social Media Intelligence - Listening, Engaging & Adapting

Social Media Intelligence:Listening, Engaging & Adapting

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Social Media Intelligence: Listening, Engaging, & Adapting

Welcome

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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to recorded presentation will be sent to attendees• PDF of presentation slides available upon request• EMG Knowledge Center: visitemg.com

• webinars, whitepapers, case studies

About EMG• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999•Clients include: State Farm, 20th Century Fox, Scottrade, Banner Health, NBC Universal, Harrah’s Entertainment and University of Southern California

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Featured Presenter Active social listener, contributor; early

adopter of social media

Expertise with:– Social Media Marketing– Search Engine Marketing– Content Management– Higher Education Marketing– Entertainment Marketing

Clients I’ve worked with:– Harrah’s Entertainment

• Paris Hotel & Casino• Rio Hotel & Casino• Harrah’s St. Louis

– NBC Universal– State Farm– The Art Institutes of America 3

Jessica LiuOnline Marketing/Social Media Analyst

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Today You Will Learn About:

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Social Media and Social Media Intelligence

Why Should I Start Listening and Engaging?– Putting the growth of social networks into context

The 4 Rules: Listen, Engage, Measure, and Adapt– Rule #1: Listen – 5 Ways to Start Monitoring– Rule #2: Engage – How to Respond– Rule #3: Measure – Defining Metrics and Understanding Results– Rule #4: Adapt – Optimize: Wash, Rinse, Repeat

Social Intelligence in Action (case studies)

How Your Company Can Get Involved In Social Media Q&A

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First, What is Social Media?

What comes to mind when you think of social media?– Facebook? Twitter? Linkedin? Marketing Opportunity?

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What Do You Want From Social Media?

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Social Media As Defined by Wikipedia:

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“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.”

“Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).”

“An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”

“Social media has become the new "tool" for effective business marketing and sales.”

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Social Media in 140 characters or less please!

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(whew, did it in 135 characters)

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The Big Picture of Social Media Services

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What is Social Media Intelligence?

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Valuable information from social network interactions and large data flows that can enable companies to:

– be more aware of how their business and industry are portrayed

– launch new products and services into the market place at greater speed and at significantly lower cost

Social Media Intelligence comes from listening, engaging, measuring, and adapting

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Why Should I Start Listening and Engaging?

Well, Lets Put the Growth of Social Networks into Context

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Because 2/3 of the Global Internet Population visit Social Networks (Nielsen, Global Faces & Networked Places, 2009)

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Because visiting social sites is now the 4th most popular online activity – ahead of personal email. (Nielsen, Global Faces & Networked Places, 2009)

Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.

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Because social media is like word of mouth on steroids

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Social Media Is Here To Stay: Timeline of Social Media

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Napster1999

Blogger1999

epinions1999

Wikipedia2001

Friendster2002

Facebook2003

SecondLife2003

MySpace2003

Del.icio.us2003

Flickr2004

Digg2004

YouTube2005

Twitter2006

Google Buzz2010

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Content Sharing Will Continue To Grow

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Over 1.2 Billion YouTube videos viewed per day 20 hours of video uploaded to YouTube every minute

13,000,000+ articles available on Wikipedia 50 million Tweets per day, 600 Tweets per second on Twitter.com

8 billion minutes spent on Facebook daily Over 20 billion photos on Facebook 2 billion pieces of content (web links, news stories, blog posts, notes,

photos, etc.) are shared each week on Facebook

Over 4 billion images hosted on Flickr

If were a country, it would be the 4th largest country in the world.

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1.China2.India3.United States4.Facebook5.Brazil

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What Does This Mean for Companies and Marketers?

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Companies Need to Start Listening & Engaging ASAP

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93% of social media users believe a company should have a presence in social media (Cone, Business in Social Media Study, September 2008)

85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. (Cone, business in Social Media Study, September 2008)

“For companies, resistance to social media is futile. Millions of people are creating content for the social web.

Your competitors are already there.Your customers have been there for a long time.

If your business isn’t putting itself out there, it ought to be.” – BusinessWeek, February 19, 2009

Social Media is NOT the Solution to EverythingIt needs to compliment your overall marketing strategy

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Social Media is NOT just another broadcast marketing channel

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It is so much more…

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Social Media is…

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Public relations Customer service Loyalty Building Collaboration Networking Thought-Leadership …and yes, customer

acquisition too

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Have a Dialogue, Not a Monologue

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– “The marketing industry’s idea of a two-way communication is to put an 800 number or a web address in an ad and take orders”

– “We want to talk to you,” they say. “But we don’t want to hear back from you. Unless you want to place an order, and if so click here.”

– “The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.”

– “This won’t fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you’ll be tempted to talk. It’s a full-duplex channel that befuddles one-way-marketers.”

Josh Bernoff, Why Marketers Have Trouble with Full Duplex Social Technology, June 2008

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4 Basic Rules of Social Media

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Rule #1

Listen

Rule #2

Engage

Rule #3

Measure

Rule #4

Adapt

Wash, Rinse, Repeat

Social Media Intelligence| Listening

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26Credit V. Miemis

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Rule #1 Listen: 5 Ways to Start Monitoring

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1. Set up alerts for general branded keywords monitoring– Google Alerts – Yahoo Pipes

General monitoring on social media search enginesFree Services:– Social Mention– Keotag

Paid Services:– Radian 6

http://www.google.com/alerts

http://pipes.yahoo.com/pipes/

http://www.keotag.com/

http://www.radian6.com/

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2. Search Twitter– Twitter Search – Twitter Alerts: Twilert and

TweetBeep– Twitter dashboards: TweetDeck and

Twitscoop

http://search.twitter.com/

http://www.twilert.com/

http://tweetbeep.com/

http://www.tweetdeck.com/

http://www.twitscoop.com/

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3. Search Blog Posts and Comments– Backtype – tool for monitoring blog comments– Cocomment – tool for comments management– Yacktrack – search for comments on your content from Blogger, Digg,

FriendFeed, Stumbleupon, and Wordpress blogs

http://www.backtype.com/

http://www.cocomment.com/

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4. Find industry discussion boards– BoardTracker – get instant alerts from threads citing your name– Boardreader and Big Boards

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5. Track your Brand’s affinity to other brands with Social Bookmarking– Del.icio.us– Digg– Reddit– StumbleUpon

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Case Study: The Fourth Kind (Social Listening)

Fact-based thriller involving an ongoing unsolved mystery in Alaska, where one town has seen an extraordinary number of unexplained disappearances during the past 40 years and there are accusations of a federal cover up.

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EMG Responsibilities

EPK, Facebook, Twitter Viral Sites Adaptive Marketing Strategies Search Engine Marketing Social Monitoring Social Engagement

– Ghost blogging– Ghost commenting– Damage control

Analytics + Reporting

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Simple EPK –> Interactive Site

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What is the truth?

Who is Abigail Tyler? Aliens in Nome, Alaska? Missing people investigated by FBI? Viral Marketing?

– Blair Witch Project

Focus Attention on Aliens, Abductions, Encounters, Sightings, UFOs

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Facebook + Twitter Engagement

Built a community: Share Your Encounter Story Facebook: over 90,900 fans Twitter over 1,100 followers

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Case Study: The Fourth Kind (Social Listening) Monitored Twitter Chatter Listened for keywords Listened to what fans were excited or upset about

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Twitter posts about THE FOURTH KIND significantly increased as it got closer to the movie release date – at its height there were more than 1600 tweets/day about the movie

Social Media Intelligence| Engaging

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Create A Place for Conversations to Happen

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Create a Facebook Fan Page Create a LinkedIn profile Create a Youtube Channel Page Start a company blog Start Tweeting Create great content and distribute it

to Digg, Del.icio.us, Reddit Secure your branded pages:

http://namechk.com/

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Remember, Dialogue not Monologue

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Engagement Best Practices

Be Responsive– Respond quickly, but also be aware of how you respond– Tone should be conversational and friendly– Your response should be an extension of yourself and a reflection of your

organization’s culture– On Twitter: You can reply with @ responses or direct message users if you

don’t want your response to be public– Handle criticisms and complaints in a professional manner– Don’t delete public negative comments– Don’t turn complaints into a non-stop back and forth exchange. Take bigger

discussions to e-mail or Direct Messages

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Ways to Engage Do talk about Corporate Culture (90% brand) Share your history – keep it interesting Talk vision and mission – talk about your company goals, a day in the life

of … Reveal industry insights – offer knowledge Recognize employees and partners – make your brand personable Ask questions about the future/ take suggestions and ideas from

customers– Customers want to know that their opinions matter, so engage with your fans and

followers by asking thoughtful questions and be sure to respond to comments and concerns

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Leverage User Generated Content

By actively participating in social listening and monitoring, you can keep track of user generated content (UGC) that mentions your brand name across the web. UGC is useful in tracking a brand’s success, as well as leveraging it as a tool to start social media chatter.

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Example RioVegas Tweet:

Share unique and appropriate UGC

Give credit to the author to recognize your evangelists

Link back to the content using bit.ly to track clicks

“Cool! @vegaslover just uploaded an awesome video of bottle flaring at the

iBAR! http://bit.ly/1234”

“This is very creative artwork found in the Rio hotel room left by a hotel guest!

Isn’t this awesome: http://bit.ly/4567”

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Positive, Negative, and Neutral Sentiment

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It is Important to: Identify brand evangelists,

naysayers, detractors, and passive sentiment

Build brand loyalty from positive sentiment

Attempt to turn passive and negative sentiment into positive ones

Appropriately address negative sentiment

– Misconceptions: Deleting comments

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Dealing with Negative Sentiment

First, listen to the whole conversation Respond accordingly with content guideline Remember: Handle criticisms and complaints in a professional manner Can positive experiences help shape feedback?

Tip: Use Ghost Commenters to guide/shape conversations

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Social Media Intelligence| Measuring

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Rule #3 Measure – define ROI

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Define your audience

Measure engagement level

Measure loyalty level

Measure your influence

What are your action items?

(metrics should map to goals)

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Rule #3 Measure

Define your campaign goals– Lead generation– Brand awareness– Increase sales– Increase Number of

fans/followers

Level of engagement

Amount of new user generated content

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Social Media Intelligence| Adapting

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Rule #4 Adapt

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A successful social media marketing campaign requires OPTIMIZATION and ADAPTION.

Practice social media monitoring, create positive user engagement, and ultimately establish meaningful relationships with your users so that they will return to your site, remember your brand, and become brand evangelists.

Wash, Rinse, Repeat

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Domino’s Social Media Beating

PR Nightmare Domino’s employees put snot

on a sandwich Video viewed more than

550,000 times in 2 days Video reflected some of the

worst fears consumers have about food purchased from restaurants

Video discussion viral on Facebook, Twitter, and dozens of other social-networking sites

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Rule #5 Adapt – Setting some rules

"Nothing is local anymore," Domino's spokesman Tim McIntyre says. "That's the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.”

Lessons from Dominos: Monitor social media Respond quickly Respond at the flashpoint Educate workers Foster a positive culture Set clear guidelines

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What Dominos did: Responded within hours First responded on consumers

affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video

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How Your Company Can Get Involved In Social Media

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Define your company’s social media strategy Hope is not a strategy

– (don’t just create a facebook page, customers won’t come flowing in) Stop thinking “campaigns” start thinking “conversations.” Ask for help, if you need it (Partner up!)

Social media is not the answer to everything– If your product is not competitive, social media won’t fix it.

However if your customer service is struggling, social media can help. If your repeat business is struggling, social media can help If your company’s word of mouth is struggling social media can help

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Key Take-Aways

Remember that building a social media community is a marathon, not a sprint. It will take time, patience, and hard work.

Be transparent, responsive, and engaging with your audience– Dialogue, not monologue

Define clear goals and measurement Practice Social Media by the rules!

– Listen, Engage, Measure, and Adapt

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Q & A

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Thank You!Contact us today to learn more and schedule a consultation!

Toll Free: (866) 62-EARTH

Solutions for Every Challenge• Creating a plan & strategy• Generating awareness & interest• Acquiring more customers & advocates• Engaging & involving communities• Measuring & adapting initiatives

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Social Media Intelligence - Listening, Engaging & Adapting

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Transcript of Social Media Intelligence - Listening, Engaging & Adapting