You don't have to leap into social media to listen. Online audience profiling and social media listening is real time, research that reveals actionable insights to guide customer relationships, marketing initiatives and business strategy

1. Social Media Listening and
Online Audience Profiling

2. You don’t have to leap into social media to
listen
• Gain a deep understanding
of your target’s attitudes
and behaviors
• Explore data and dialogue
that reveal feelings and
perceptions in real time
• Discover actionable
insights that guide:
– Business Strategy
– Marketing
– Messaging
– Sales and Profitability

3. Internet and social media listening process
Segmentation
Tracking,
Monitoring,
Analytics
Applied
Listening
Subject
Matter
Expert
- What is the
audience
searching?
- Where do they
go for
information?
- Who has
profiles worth
following?
- Who has the
greatest value?
- Participants
- Influencers
- Advocates
- Why? What
are segments
sizes? Where
are they?
- What do they
want to know?
- When do they
decide?
- How are they
influenced?
- Who do they
trust?
- KPI’s (Key
Performance
Indicators
- Actionable
Dashboards
- Monthly
reporting to
keep strategy on
track
Trends and
Profiling
The person
who does
the analysis
and insights
Month #1 Month #2 Month #3 On-going

4. Examples of reporting, insights and results

5. Stage #1: Trends and Profiling
For a major manufacturer of pajamas, internet search showed what’s
hot, what’s not and when interest peaks. It guided all marketing.

6. Stage #2: Segmentation
Spasm Spammer: Generates automated
content on muscle spasms; has 7 followers
Influencer: Pediatrician in Israel with a
large following; a credible voice
For a healthcare company with a treatment for infant spasms,
influencers were segmented from spammers

7. Stage #3: Applied Listening
For a food product, advocate recipe bloggers were found; and a
blogger relations program was created that catapulted sales

8. Example of KPI dashboard for CPG company that guides decision making

9. • Former Omnicom EVP/Chief Strategy Officer
• President, BarnRaisers, digital marketing
company using proven relationship principles
and ROI
• MBA Faculty at Rutgers CMD and University of
California; teaches Social Media and Internet
Audience Profiling
• Author, 166 Case Studies Prove Social Media
ROI, downloaded 95,000+ times, and Strategic
Digital Marketing (co-author)
Proven digital marketing expert does the work
9
Rob Petersen

10. Ready to start listening? Contact:
Rob Petersen
President
BarnRaisers
5 River Road, Suite 205
Wilton, CT 06897
P 203.594.1701
C 203.231.6434
rob@barnraisersllc.com
http://barnraisersllc.com