Social Media Monitoring
28
Learning to listen: the benefits of buzz Ann Longley, Digital Strategy Director, 17 November 2009
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This presentation was delivered at the Monitoring Social Media Conference in London on Nov 17, 2009 (#msm09 on Twitter). It is also posted on the conference Slideshare profile. http://www.slideshare.net/oursocialtimes.It was selected top presentation of the day on Slideshare on Dec 9, 2009.
Transcript of Social Media Monitoring
Learning to listen: the benefits of buzz
Ann Longley, Digital Strategy Director, 17 November 2009
Focus for today
Why we listen
How we listen
What we need from providers
Focus for today
Why we listen
How we listen
What we need from providers
Why listen?
Problems…? Everyone knows about it
Why we listen
Social media is word of mouth on amphetamines
No such thing as local
Bad news travels fast
Messages can be
undermined
Protests can be organised
quickly
Product and share price may suffer
Social media and UB brands
Bad news can damage your business quickly
Why we listen
News not all bad
Why we listen
Many brands have fans online
Why we listen
Smart brands cultivate their fanbase
Why we listen
Why we listen
And get them involved in their business
Earned media is now the most influential
Source: COMPOSE 2008
Paid Owned Earned
Why we listen
Marketing has changed
Old New
EyeballsEyeballs
Recommendations
from friends
Peer
reviews
Buyers
Buyers
User-generated
content
Contributors
Competitive
alternatives
The traditional marketing funnel
Complexity lies at the centre of the marketing funnel
Why we listen
Online recommendations influence purchasing
behaviour
• 85% used search last month
to look for a specific product
• 49.5% looked for a
recommendation
• “Sony Ericsson w960i” > 10
out of top 10 results are socialHalf of people researching online seek
recommendations
Why we listen
Marketing is now a two-way street
Why we listen
Reputation in the digital age
REPUTATION 2.0
Strength of network/ fanbase
Responsive-ness
Product and service
innovation
Market Leadership
Coke has 3.5M friends
on Facebook; fans run the group
McDonald‟s lets its customers
report on its operationsWalker‟s let its customers
create a new flavour
Starbuck‟s invites its customers
to provide regular input
Why we listen
The new brand stock exchange:
Most talked about brands
Why we listen
UK Superbrands (volume of buzz over the last 6 months)
Top UK brands by sentiment score
http://www.superbrands.uk.com/
Score is the average sentiment weighted by site credibility
Credibility is determined by page rank, in-bound links, page views.
Why we listen
New world calls for a new approach*
Integrated Strategy
Plan
Respond
Evaluate
Listen
*MEC approach to reputation management
1. LISTENConducting online buzz
research is a cost effective way
to identify online conversations
that may impact your
organisational performance.
Competitor benchmarking of
key buzz metrics is an
important ongoing business
requirement for many
businesses today. The levels of
buzz help inform ongoing
requirements.
2. PLANBased on the insights gained from Listening,
Our recommendations inform integrated
communication planning. These are typically
shared with a wide range of client stakeholders
and agency partners. Clear goals aligned with
organisational goals informs all activity.
3. RESPONDThis is the implementation phase based
on an agreed action plan.
MEC can play a coordinating role if required
and help set the evaluation framework.
Cross media activity should be undertaken
to ensure an integrated approach.
4. EVALUATEThis phase addresses the evaluation of previous
phase and will include key buzz metrics and other
KPIs. This stage leads into Listening again and
refining the strategy accordingly.
Why we listen
The benefits of paying attention
Identify and manage
risks
Improve products
and services
Find new influencers
Here are just a few:
Evaluate campaigns
Why we listen
Focus for today
Why we listen
How we listen
What we need from providers
Overview of tools
Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
How we listen
Overview of tools
Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
Good for finding indicative buzz
but not very accurate or sophisticated
How we listen
Overview of tools
Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
Much more professional and useful
but still far from perfect
How we listen
How we listen: Professional listening platforms
Key strength:
They help make sense of the data
Weaknesses:
They are machines not human
Provide sophisticated dashboards with
easy to use reporting capabilities
X Automated sentiment is not always
accurate due to technology limitations
Facilitate early detection of problematic
issues which could negatively effect
sales/share price
X They do not capture everything that is
relevant although they get better with
training and they are subject to time
delays
Provide a good „temperature check‟ on
a wide range of issues and metrics
X Assessing who is influential is hotly
contested with no consistent
methodology
Increasingly help manage engagement
through response management tools and
workflows
X We need to supplement tools with
human analysts to properly vet and
classify the data
How we listen
Vendor screening and selection checklist
How we listen
Technology costs versus analyst costs?!
Social media fits within a wider planning ecosystem
How we listen
What does it all mean?
Focus for today
Why we listen
How we listen
What we need from providers
What we need from buzz monitoring providers?
Services
Transparency Clarity
Responsiveness
Coverage
About the strengths but
also the limitations of
the tools
Relating to your offer
and your plans
This is what we do
now; this is what we
will do later.
What you can pick up
and what you can‟t pick
up; don‟t just blind us
with big numbers
Training
Workflows and data
integration
Vetting/classification
Work with us to develop
your offer based on our
requirements.
Work with us and the
industry to create agreed
measurement standards.
What we want from providers
