WHAT I'VE LEARNT FROM SOCIAL MEDIA LISTENING
@brandjoe
Drivers for examining Social Data:New insight, Targeted Marketing Activity, Better planning & decision making, Competitive advantage and NPD or NSD
A framework to future questions
DRIVING POSITIVE CONSUMER ACTIONS
ENJOY
ADVOCATE
BOND
CONSIDER
EVALUATE
BUY
BRAND DERIVES MAXIMUM VALUE
FROM THE CUSTOMER
CUSTOMER DERIVES MAXIMUM VALUE FROM THE BRAND
RICH DATA GIVES US BETTER CUSTOMER
INTELLIGENCE TO DIRECT ACTIVITY
THE LOYALTY LOOP
“ Your brand is what people say about
you when you’re not in the room”Jeff Bezos, Founder of Amazon
Relationships
Social CRM
Innovation &
Optimisation
Paid Media
Social Business
Content
Content
Metrics
Metrics
LISTENING
HOW IT WORKS
Conversations occur over
social platforms
Social dataaggregators
Listening and analytics
platforms structure unstructured data
Listening programs are developed to derive insight
that will inform business and
marketing strategy
LISTENING
Influencers (and who to recruit)
AttitudesTriggers
Pain PointsHot Topics
WhoDemographi
cs
Where
Competition
Share of the conversatio
n
WhatIs already working
When
SOCIAL MEDIA MEASURESMeasurement Awareness Engagement Response Advocacy
How many accounts content reached
Number of new fans/followers
Number of registrations
Number of RTs
How many impressions across the reached accounts
Number of comments Number of Sales Number of earned conversations
Share of Voice Number of conversations
Number of Requests Sharethis/addthis metrics
Number of Views/Visits Number of coupons downloaded
Sentiment
Number of submissions
Number of clicks
Effectiveness Cost per Impression
Cost per engagement
Cost per lead or Sale
Cost per referral
Cost per unique visitor Cost per follower Retention rates
Cost per sales/ lead
Average purchase cost
SOCIAL MEDIA LISTENING Campaign and NPD tracking
Sentiment tracking &
breakdowns
Influencer and detractor mapping
Alerts & News
Jacking
Optimisation
Audience & Competitor deep
dives
UNDERSTANDING CONTENT EFFECTIVENESS
TOP SHARED PAGES AFTER THE HOMEPAGE
261
109616
132593
CONVERSATIONS HOT TOPICS
Audience discussing their participation and active interest in the
sport
Passion for the sport
Interest in the equipment not as important as participation
BUILDING OUT CONTENT
Creating great stories throughaudience focused content
High FrequencyLow value
Low Frequency High Value
Golf and Tour, News and Tips
User generated and curated content
Company News & PR (product launches)
Campaign activity
Staff ProEngagement
CompanyEvents
Consistent branding and comms across multiple channels
BrandEssence
-------------
Through
the eyes of
GolfersPerform
ance
------------------
Social optimization
SOCIAL OPTIMISATION
Facebook Twitter Google Plus Linkedin Pinterest Delicious stumble upon
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
ToyotaVauxhallFiatKiaFord vwrenault
SOCIAL NETWORK PERFORMANCE
Google + seems to be to be performing as well as Twitter
Tota
l S
hare
s on
Sit
e
renault vw Ford Kia Fiat Vauxhall Toyota0
10000
20000
30000
40000
50000
60000
70000
stumble uponDeliciousPinterestLinkedinGoogle Plus TwitterFacebook
BRAND SOCIAL PERFORMANCE
Huge sharing on Facebook, skews results
Tota
l S
hare
s on
Sit
e
renault vw Ford Kia Toyota0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
stumble uponDeliciousPinterestLinkedinGoogle Plus TwitterFacebook
WITHOUT FIAT & VAUXHALLTo
tal S
hare
s on
Sit
e
ENGAGING YOUR AUDIENCE
WHERE THEY ARE@brandjoe
Social conversations
News jacking
NEWSJACKING
LIFE OF A NEW STORY
SIGNALS
OLD NEWS
• Social Media Control Centre
– Listeners – Creative– Decision makers
• Real-time advertising
• PR coverage
• More coverage than million dollar ad spots
ANOTHER EXAMPLE
• Remember a few days ago when you couldn't turn on your television without hearing about everyone's favorite Canadian pop star? As one CNN anchor put it, "the most important story of the week".
• Reached over 14,000 likes, nearly 12,000 shares and just shy of 700 comments. For reference, the average across the last 3 visual posts by Norton would be 38 likes, 3 shares and 1 comment.
INFLUENCERS & DETRACTORS
SCORING
SOCIAL SCORE• Reach• Reputation• Credibility• Broadcasting
SOCIAL REALITY• Trust• Commitment• Expertise• Relevancy
INFLUENCERS
DETRACTORS
BLOGGER OUTREACH
EmployeesPlayersSt
aff P
ros
Bloggers
Reta
il and
Cours
es
Promotion of business
Sales
Membership
Company news
Personal branding by association
Golf Tours
Winning
Support from Callaway
Doing their day job
Improving their
handicap
Staff Pro’s
Socialising
Need content
Want to be influential
Avid golfers
R&D
New
prod
ucts
Press
Winning
Product Launches
Staff Pro news
PublicitySocial Proof
Golf Authentic
Joys of the game
Occas
ional
Regula
r
Avid
SEGMENTATION
SENTIMENT
SENTIMENT
PRODUCT LAUNCH
PINGIT
BATTLE OF THE BRANDS
FAN GROWTH
RESPONSE RATES
THEY DON’T NEED TO
WHEN TO ENGAGE
SOCIAL CONVERSATIONS
SUBSCRIBERS
Sky Q3 2012 Virgin Q4 2012
10,333,000 3,795,500
PAY TV COMPLAINTS
WHO WOULD YOU CHOOSE?
TOOLS
Top Related