Listen, Learn, Earn: We Are Social's Guide to Social Listening

@wearesocialsg • #ListenLearnEarn • 1 We Are Social

LISTEN, LEARN, EARN SIMON KEMP • WE ARE SOCIAL

USING SOCIAL MEDIA LISTENING TO ADD TANGIBLE BRAND VALUE

we are social

B2B Social • @wearesocialsg • 2 We Are Social

http://wearesocial.sg


SOCIAL LISTENING: ‘THE ART AND SCIENCE OF DISCOVERING VALUABLE INSIGHTS’


CONTEXT Social media listening is an essential addition to today’s strategic toolkit,

and it can add value throughout your organisation. This guide explains how to make best use of social listening for your brand, from choosing and using

the right tools, to adopting best practice.


THE REAL VALUE IN SOCIAL MEDIA COMES FROM WHAT WE HEAR, NOT WHAT WE SAY


YOU CAN’T LEARN ANYTHING WITH

YOUR MOUTH OPEN. ~ EARL NIGHTINGALE

“


EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA


EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR


EVEN ‘PHOTOS OF LUNCH’ REVEAL A HUGE AMOUNT ABOUT PEOPLE’S PREFERENCES


HOWEVER, MOST MARKETERS ARE ONLY LISTENING FOR MENTIONS OF THEIR BRAND


AS A RESULT, WE MISS OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE


SELECTIVE HEARING

ACTIVE

LISTENING

TO

.• FROM •.!


LISTENING SHOULDN’T JUST BE ABOUT MEASURING PAST PERFORMANCE


SOCIAL LISTENING CAN ADD VALUE TO EVERY PART OF YOUR ORGANISATION


PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

LISTENING ADDS VALUE EVERYWHERE


CONTEXT: WEB SEARCH HELPS US TO ANSWER QUESTIONS WE ALREADY HAVE…


…BUT LISTENING IDENTIFIES THE QUESTIONS WE DIDN’T KNOW WE NEEDED TO ANSWER


WHEN USED PROPERLY, SOCIAL LISTENING BECOMES A BRAND’S DISCOVERY ENGINE


LISTENING CAN HELP TO IDENTIFY INSIGHTS THAT CHANGE THE WAY WE DO BUSINESS


MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

VS

~ JOHN WILLSHIRE • @WILLSH!


SO HOW DO WE BECOME MORE STRATEGIC IN OUR USE OF SOCIAL MEDIA LISTENING?


LET’S START WITH YOUR BRAND’S OBJECTIVES


WHAT DO YOU WANT PEOPLE TO DO DIFFERENTLY TO WHAT THEY DO TODAY?


WHO DO YOU NEED TO PERSUADE IN ORDER TO MAKE THAT CHANGE HAPPEN?


WHY AREN’T THEY ALREADY DOING WHAT WE’D LIKE THEM TO DO?


THE THINGS PEOPLE THINK OR BELIEVE TODAY THAT STOP THEM FROM BEHAVING AS WE’D LIKE

WHAT WE WANT THEM TO THINK OR BELIEVE THAT WILL HELP TO CHANGE

THEIR BEHAVIOUR

NOW SUCCESS

AN ATTITUDE ADJUSTMENT?


SOME POTENTIAL BARRIERS TO SUCCESS

PERSONAL TASTES

RESTRICTED AVAILABILITY

OTHER PRIORITIES

ALTERNATIVES & SUBSTITUTES

CONVENIENCE OR EFFORT

ENVIRONMENTAL FACTORS

SOCIAL IMPLICATIONS

PHYSICAL IMPLICATIONS

OPPORTUNITY COSTS

CURRENT AFFAIRS

A A


THE BEST WAY TO IDENTIFY YOUR BARRIER IS TO LISTEN TO WHAT PEOPLE ARE SAYING


PRACTICAL EXERCISES


PART ONE: PROFILING YOUR AUDIENCE


LOOK BEYOND THE NUMBERS WHEN YOU’RE RESEARCHING YOUR AUDIENCE


VISIT THE PUBLIC PROFILES OF THE PEOPLE WHO LIKE YOUR POSTS ON FACEBOOK


READ THE BIOS AND TWEETS OF THE PEOPLE WHO FOLLOW YOU ON TWITTER


LOOK AT OTHER THINGS YOUR AUDIENCE DOES, NOT JUST WHAT THEY DO WITH YOU


EXPLORE WHAT REALLY COUNTS, NOT JUST WHAT YOU CAN COUNT


BRING YOUR INSIGHTS TOGETHER INTO A REPRESENTATIVE AUDIENCE ‘PERSONA’


FOR EXAMPLE, TRY WRITING A FACEBOOK PROFILE TO DESCRIBE YOUR CORE AUDIENCE


PART 2: UNDERSTANDING YOUR AUDIENCE


ORGANIC MONITORING OFFERS RICH, TIMELY INSIGHTS INTO POTENTIAL BARRIERS


BUT THIS IS NOT JUST ABOUT TRACKING WHAT PEOPLE ARE SAYING ABOUT BRANDS


INSTEAD, USE LISTENING TO UNDERSTAND THE BROADER LIVES OF YOUR AUDIENCE


IN ORDER TO LISTEN, WE’LL NEED SOME LISTENING TOOLS


CHOOSING PAID TOOLS IS A COMPLEX PROCESS BASED ON MANY VARIABLES


THE GOOD NEWS: THERE ARE MANY GREAT FREE TOOLS TO HELP GET YOU STARTED


HOOTSUITE TWEETDECK

TWO POWERFUL FREE TOOLS


HOW HOOTSUITE & TWEETDECK CAN HELP

KEEP TRACK OF YOUR FEEDS, TIMELINES, LISTS, MENTIONS, MESSAGES

AND FOLLOWERS

TRACK ACTIVITY RELATING TO OTHER

ACCOUNTS, HASHTAGS, OR KEYWORDS

DIRECT ENGAGEMENT

KEYWORD TRACKING

CREATE COMPLEX SEARCHES AND

MONITOR ASSOCIATED MENTIONS OVER TIME

SEARCH & MONITORING

#


SOME THINGS YOU COULD SEARCH FOR

BRAND NAME

GENERIC PRODUCT

PRODUCT BENEFIT

COMPETITOR BRANDS

CATEGORY GENERICS

PURPOSE OR PROBLEM


THERE ARE PLENTY OF OTHER, SPECIALIST LISTENING SERVICES OUT THERE TOO…


TOOLS TO TRACK KEYWORDS & TOPICS

1.  TOPSY.COM 2.  TALKWALKER.COM

3.  MENTION.COM 4.  SOCIALMENTION.COM

5.  TWAZZUP.COM 6.  ADDICTOMATIC.COM

7.  ICEROCKET.COM 8.  BACKTWEETS.COM

9.  TWITTER.COM/SEARCH-ADVANCED


TOOLS FOR IDENTIFYING TRENDS

1.  TWITTER.COM (SEE THE ‘TRENDING’ SECTION)

2.  TRENDSPOTTR.COM 3.  NUZZEL.COM

4.  NETVIBES.COM 5.  TRENDSMAP.COM

6.  WHATTHETREND.COM 7.  LINKEDIN.COM/TODAY


TOOLS TO HELP UNDERSTAND PEOPLE

1.  FACEBOOK.COM (READ PEOPLE’S PROFILES!)

2.  KLOUT.COM (LOOK AT ‘TOPICS’ ON PROFILE PAGES)

3.  MONITOR.WILDFIREAPP.COM 4.  FOLLOWERWONK.COM

5.  SOCIALRANK.COM 6.  KRED.COM

7.  TWTRLAND.COM 8.  ANALYTICS.TWITTER.COM


BUT REMEMBER: THE TOOLS WILL ADD NO VALUE UNLESS YOU USE THEM PROPERLY


BEWARE OF LISTENING ONLY FOR THE THINGS YOU EXPECT OR WANT TO HEAR


EFFECTIVE LISTENING REQUIRES AN OPEN MIND


ARE PEOPLE TALKING ABOUT ANYTHING THE BRAND CARES ABOUT?


7 IMPORTANT QUESTIONS:

1.  WHO IS TALKING? 2.  WHAT ARE THEY SAYING?

3.  WHERE ARE THEY SAYING IT? 4.  WHEN ARE THEY SAYING IT?

5.  WHY ARE THEY SAYING IT (MOTIVATIONS)? 6.  WHICH ELEMENTS ENGAGE OTHER PEOPLE?

7.  HOW WILL CONVERSATIONS IMPACT THE BRAND?


ARE PEOPLE DISCUSSING ANYTHING MORE PROFOUND THAT MIGHT BE RELEVANT?


SOME THINGS WE’RE LOOKING FOR:

SOMETHING THAT ALLOWS THE BRAND TO UNDERSTAND PEOPLE

IN NEW WAYS

SOMEONE WHO IS INFLUENTIAL ABOUT THE BRAND OR WHAT THE BRAND CARES ABOUT

VALUABLE INSIGHTS

KEY INFLUENCERS

NEEDS THAT ARE AS YET UNSATISFIED, OR THAT THE BRAND DOESN’T CURRENTLY ADDRESS

POTENTIAL INNOVATIONS


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WE ARE SOCIAL’S LISTENING CHEAT SHEET

HOOTSUITE TOPSY

TALKWALKER TWAZZUP

KLOUT FOLLOWERWONK

TRENDSPOTTR

INSIGHTS

INFLUENCERS

INNOVATIONS

BRAND NAMES (E.G. COLGATE) GENERIC PRODUCTS (E.G. TOOTHPASTE, TOOTHBRUSH) BENEFITS (E.G. CLEAN TEETH, FRESH BREATH) COMPETITORS (E.G. ORAL B, SIGNAL, SENSODYNE) SUBSTITUTES & PARALLELS (E.G. GUM, MOUTHWASH) CATEGORY TOPICS (E.G. ORAL CARE, DENTIST, TEETH) PURPOSE OR PROBLEMS (E.G. CAVITIES, TOOTHACHE) WHO IS TALKING? ARE THEY INFLUENTIAL? WHAT ARE THEY SAYING / TALKING ABOUT? WHAT KIND OF MENTION IS IT? (E.G. COMPLAINT) WHERE ARE THEY SAYING IT? (CHANNELS & LOCATIONS) WHEN ARE THEY SAYING IT? (TIMES & OCCASIONS) WHY ARE THEY SAYING IT? (MOTIVATIONS & EXPECTATIONS) WHO ELSE IS INVOLVED IN THE CONVERSATION? WHICH ELEMENTS ARE ENGAGING OTHER PEOPLE? HOW MIGHT THE CONVERSATION IMPACT THE BRAND?

@wearesocialsg • #GlobalSocial • 50 We Are Social

GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG


Making Friends & Influencing People • 45 We Are Social

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.

WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,

DIAGEO, NESTLÉ, HEINZ, AND LVMH.

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL

US AT [email protected].

FIND OUT MORE AT WEARESOCIAL.SG.



mailto:[email protected]

wearesocial.sg • @wearesocialsg • 233 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG


http://www.linkedin.com/in/eskimon

http://twitter.com/wearesocialsg

mailto:[email protected]


Listen, Learn, Earn: We Are Social's Guide to Social Listening

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