4. Listening
Limitations & Problems with Listening
1. We only hear from those who participate in
talking
2. The volume of insight is great and difficult to
capture
6. Listening
Listening strategies help improve products,
services and the brand in general by providing
decision makers the data, information and
insight to make better decisions and adapt to
the market.
7. Listening
How to start listening to the groundswell:
1. Find out what your brand means
2. Understand how buzz is always shifting
3. Increase research responsiveness &
effectiveness
4. Find influencers
5. Manage PR Crisis
6. Generate new products & marketing ideas
10. Communicate
Four Basic Goals:
To Inform
To Educate
To Persuade
To Appeal To Emotions
11. Content Strategy
How to communicate to the Groundswell…
Defines what listen to and what you will say…
… how you will say it and where…
… when you will say it…
… why you are investing in content…
Content is King
12. Content Strategy
• Content Focus
• Content Type
• Content Frequency & Calendar
• Measure Results
13. Content Focus
• Listen, Research & Plan
– Identify what is being talked about
– Identify what customers want to talk about
– Conduct a Keyword Analysis
– Establish the Brand voice and style
Stimulate engagement, demonstrate thought
leadership, and consistency with business goals.
14. Content Focus
Tools:
Twitter
WordTracker
Keyword Discovery
Google Adwords
Google Trends
Facebook and LinkedIn Groups
YouTube/Charts
Technorati
15. Content Type
• Establish what and how will you communicate
– Establish the 70/20/10 Rule
• Customers lifestyle, interests and needs
• Other People’s Content
• Promotional
– Establish which platforms you will focus on
16. Content Frequency & Calendar
• Post content at the most optimal time
• Use summary excerpts of your main points to
avoid truncating content
• Depending on your campaign, trends and
season, designate weekly or monthly schedule
for posts
17. Content Frequency & Calendar
Tools:
EdgeRank Checker
VerticalResponse
SproutSocial
18. Measure Results
• Track how many comments and Likes your
Facebook post gets.
• Track monthly how many followers, retweets
and mentions you or your brand gets.
• Measure how many comments your blog
posts get and how much traffic they receive.
• Measure social media referral traffic to your
website; in other words, how much traffic is
sent from Twitter, Facebook and LinkedIn?
70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
