Social media monitoring is becoming increasingly important for business: from tracking the impact of marketing campaigns; to discovering crucial questions being asked in social media, so that you can create more effective content; to being responsive when relevant discussions rise up in all media channels. This presentation outlines some key processes you need to start putting in place to ensure your listening efforts are put to best effect.

1. Listening in Social Business
Ensure your listening efforts are put to best effect
Richard von Kaufmann // co-founder // Head of Social Media
M-Brain breakfast seminar — 3 December 2013

2. Who’s talking?
2013

3. Zipipop Freud — helping
companies be more social
We help solve business
challenges using social
media and communications

4. We have collaborated with:

5. A little bit of history

6. ONE TO MANY – BROADCASTING
CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg

7. MANY TO MANY – SOCIAL

8. DON’T SHOUT AT ME
CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
CC: http://www.flickr.com/photos/spereira/3567328982

9. TALK TO ME
CC License: http://www.flickr.com/photos/gudmunda

10. This is changing the
marketing landscape

11. Proactive
Latent
Reactive
(campaigns, press
releases, etc.)
(people search internet
for needs/desires;
asking questions in
social media)
(reacting –
particularly in social
media)

12. Proactive
Scheduled campaigns

13. Latent
Engagement time
unknown

14. “SEARCH ENGINE COMMUNICATION”
Timo Nurmi 2013
Latent

15. Reactive
Responding
in the moment

16. A new approach is needed

17. TRADITIONAL MEDIA MIX
Advertising
Marketing
PR

18. THE NEW MEDIA MIX
Proactive
Latent
Reactive

19. REACTIVE GETTING BIGGER
Proactive
Latent
Reactive

20. ITS NOT ABOUT CHANNELS…YET

21. So what can I do about it?

22. LISTEN MORE

23. START ENGAGING
Listen
Discover
Engage

24. REASONS TO LISTEN
LATENT
finding
questions being
asked
ideas
source
content
marketing
/ SEO
target
mapping
influencing
discussions
customer
support
media
monitoring
PROACTIVE
checking
campaign / PR
outcomes
generating
discussions
REACTIVE
responding
quickly

25. CUSTOMER SUPPORT IS MARKETING
Happy customers tell a few friends.
Unhappy customers tell many more.

26. REACHING OUT
Customer support can be provided through
existing social media channels.
Listen to find out where your customers
already are.

27. EASY LISTENING
Free monitoring tools for
tracking social media discussions

28. SMARTER LISTENING
Dedicated social media
monitoring tools

29. MONITORING
ANALYTICS

30. SHOWS
• Buzz
• Share of voice
• Sentiment
• Channels
• Influencers

31. GOALS
• What are you trying to achieve?
• How will you know you are being
successful?
http://www.flickr.com/photos/barretthall/4039775568/

32. WHO IS LISTENING?
Nearly three quarters of marketing executives
are actively monitoring Social Media through the
use of both paid and free tools.
Source: Marketers & Social Media Monitoring Survey 2011, Web Liquid

33. 2013 INSIGHTS
• 47% of businesses aren’t monitoring online communities.
• 24% of business that are already monitoring don’t measure
the ROI of social media campaigns.
• 38% only measure ‘Likes’, comments and interactions on
Facebook.
• 60% of businesses saying they intended to increase their
monitoring efforts significantly within the next year or two.
Source: Infosys 2013 infographic

34. LISTENING COMMAND CENTRE

35. The importance of
listening

36. WHAT DO FRIENDS DO?
• See each other as equals
• Enjoy each other’s company
• Try to help whenever they can
• Are open and frank
• Listen carefully and sincerely

37. Brand Friend: Friendship Growth
Community driven
Intimate
Acquaintance
Friendship
Awareness
Growth
Viral

38. Brand Friend: Friendship Growth
Community driven
strategy
l media
ia
soc
Intimate
Acquaintance
Friendship
Awareness
Growth
Viral

39. Brand Friend: monitoring
Community driven
Intimate
Acquaintance
Friendship
Awareness
Unaware
Anger
Indifference
Avoidance
Growth
Viral
Deterioration

40. Brand Friend: reacting quickly
Community driven
Intimate
Acquaintance
Friendship
Awareness
Unaware
Anger
Indifference
Avoidance
Growth
Viral
Deterioration

41. •
Responded quickly
•
Gave direct help
•
Made customer happy
•
Customer gave service feedback
•
3 people Liked the discussion

42. T-MOBILE Vs AT&T on TWITTER

43. client’s quality product / service

44. Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

45. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

46. “It’s not a campaign – it’s the
start of a relationship” Jeremiah Owyang, Altimeter Group
Marketing (initial awareness:
press, TV, digital, etc)
Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

47. Community Fans (users promoting in social media)
Marketing (initial awareness:
press, TV, digital, etc)
Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

48. How to define your goals

49. WHAT IS SOCIAL MEDIA?
Sharing, discussing, and interacting around
content in social networks.
Richard von Kaufmann 2013

50. CONTENT MARKETING
relevant, useful, entertaining

51. FOCUS NEEDED
Available
resources
Everything you would like to promote
Available
resources

52. THEMATIC CONTENT SCHEDULE
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
Entertaining
(useful & funny
content related to
your industry)
Strategic
(content that is
designed to
influence specific
perceptions or take
action)

53. How do I define the
strategic content?

54. ATTITUDE
Brands that do particularly well in social media have a consistent “attitude”.
• Filter for deciding on content
• Gatekeeper for ensuring consistent tone-of-voice across many channels

55. WHAT IS ATTITUDE?
The easiest way we can express our values is to
demonstrate:
• What are we for?
• What are we against?

56. ATTITUDE = VALUES IN ACTION
Rami Saarela 2013

60. Perception is everything
Values
+
Actions
=
Attitude
Perceptions
Target
X

61. Aligning values and actions
Values
+
Perceptions
Actions
=
Attitude
Target
X
generates the desired perceptions

62. How can I ensure alignment?

63. Put the answers to the following
questions into practice:
?

64. VALUES
What are they and can you be sure all
the employees believe, or can be
made to believe, in them?
Must not just be nice words.

65. BEST IN THE WORLD
What parts of your business can you
justifiably claim are delivered at the
highest global/national standards.
Overall marketing should be focused
on these aspects.

66. TARGET GROUPS
Whose important to your organization?
Who has the purchase decision making power?
Who influences the purchase decisions?

67. FOCUS
Listen to your target groups and ask questions to find out:
What’s important to them?
What do they need to help them choose your brand?

68. PERSONAS & AUTHENTICITY
How should your employees talk with the target
groups?
The persona is based on the values, but
“tweaked” appropriately for different contexts.
The persona is frame within which you can be
yourself and authentic.

69. PERCEPTIONS
What perception(s) do you wish to
enhance or change in the minds of
your target groups.

70. The Zipipop Freud Grids

71. INFLUENCE GRID
Who is
important
Focus
Type of
relationship
Attitude
resellers
help in sales
buddy
For: Agile and friendly
Against: Inflexibility
end-users
easy to use
reliable
hi-tech
supportive
colleague
For: proud of their
work
Against: careless work
Perception
to enhance
great selling support
will help me be top
of the top

72. STRATEGIC CONTENT GRID FILLING
Perceptions
Friendly
selling
support
Whole
process
experts
Will help me
be top of the
top
Leading and
growing
global
company
Who is
important
Channels
Videos
Posts
Slideshow
resellers
portal (live chat)
YouTube
LinkedIn?
Slideshare
Blog
series of posts
various reliable
points /
“live” slidedeck to
show kSP; expert
presentations
(“Live” deck
showing expert in
the whole
process ); deck
about competitors
old machine
stories / video
about SuperSnake,
etc
production
managers
LinkedIn,
Facebook,
YouTube,
Sldieshare
series of posts
various reliable
points / financial
benefits in the
long-run
“Live” deck
showing expert in
the whole process
high-speed videos
of welding arc in
different
processes; old
machine stories
end-users
Facebook,
YouTube
series of posts
various reliable
points / financial
benefits in the
long-run;; posts
about building
bikes, etc;
welders doing fun
but highly skillful;
(building nice bike)
Infographics
Whitepapers
Facts
Competiti Testimoni
ons
als
x technologies
(based on white
paper), x stats
globally
Our experts: x
extra strength
steels, x
technologies, x in
extreme
conditions
specific material
providing evidence
oldest machines +
stories
users say why in
posts / old machine
stories
“live” slide deck of
facts: calculations,
ROI, customer
process
oldest machines +
stories
users say why in
posts / old machine
stories

73. KPI GRID
PERCEPTION 1
STRATEGY
(high level)
STRATEGIC
(perception changes, awareness
increase, etc)
TACTICAL
(mid level
PERCEPTION SPECIFIC CONTENT
(as defined in the Content Strategy)
REACH
(low level)
CHANNEL
(Facebook, LinkedIn, Blog, etc)
Research reports: outsourced
surveys, focus groups, online surveys, etc
Specific posts: Likes, Shares,
Comments, Retweets, Favorites, etc
General Channel Metrics:
Followers, Page Likes (Fans), “Talking
about this” (engagement), Buzz, Share of
Voice, Sentiment, Channels, Influencers,
etc
every 6-12 months
daily but with
formal quarterly
review session
daily but with
formal quarterly
review session

74. How can I react fast enough?

75. CATCHING THE SOCIAL WAVES
http://www.mesurf.com.au/technique_beginner_greenwave.aspx
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpg
The social media team needs to be ready to react quickly to catch the social
media-powered publicity waves.

76. IMPROVISATION — reacting in the moment to
amplify the positive and reduce the negative

77. F-SECURE RIDING THE NSA WAVE

78. REACTING MATRIX

79. WHAT IS A COMMUNITY MANAGER?
A Community Manager guides
communities towards smooth
and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

80. SOCIAL MEDIA TEAM
Spread and speed up the workload by involving experts from different departments —
authentic knowledgable employees can be your best advocates
Marketing
Sales
Customer service
Communications
Management
Team members should be enthusiastic and
comfortable with using social media
R&D
HR

81. BEYOND MARKETING
“Companies with broader benefits from social
media are more likely to have a large internal
‘social circle’ with multiple functions working
closely together on social media.”
TCS Report Mastering Digital Feedback with Social Media October 2013

82. SOCIAL MEDIA CENTRE OF
EXCELLENCE
Customer
Care
RULES
Marketing
& Coms
GUIDANCE
DISTRIBUTION
SUPPORT
HR / R&D

83. Some final thoughts

84. MORE YOU PUT IN,
MORE YOU GET OUT
“The best consumer companies at social media on
an average spend double of what the worst
companies do; but the leaders are nearly four
times more likely to get a positive return on their
social media investment.”
TCS Report Mastering Digital Feedback with Social Media October 2013

85. EXPERIMENTING
Innocent Drinks Communities Manager:
•
Learning as we go, and willingness to
admit to cock ups.
•
Experimenting with ideas and find what
the right mix of content is.
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100

86. PLAN – DO – REVIEW

87. Richard von Kaufmann
Co-founder & Partner
Head of Social Media & Collaboration
Tel. +358 45 11 222 73
Email: richard@zipipopfreud.fi
www.zipipopfreud.fi
facebook.com/zipipop
linkedin.com/company/zipipop
slideshare.net/zipipop
sosiaalinenmedia.com