Big Listening 101 Guide
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This document provides an overview of Big Listening 101, which involves using social media monitoring tools and morning meetings to track online conversations and identify targets, influencers, and campaign ideas. It discusses why organizations do Big Listening, including to understand audiences, check assumptions, identify patterns of engagement, understand the scale of issues, and set goals. The document also provides examples of keywords to track for different topics and shares charts analyzing mentions of overfishing from 2012 to 2014.
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Big Listening 101 Guide
- 2. Big Listening 101 March 5rd, 2015 #BigListening Dial in to the audio at 866-740-1260 Participant code 3005900 bit.ly/biglistening
- 3. Livetweet: #biglistening Follow: bit.ly/BL101list Notes: bit.ly/BL101notes Lots of people on the line! Ask questions in the chat at any time. We’ll send recording & slides after. Housekeeping Note: bit.ly links are case-sensitive
- 4. The Upwell Team Rachel Weidinger Executive Dir. @rachelannyes Ray Dearborn Campaign Lab Dir. @rdearborn Matt Fitzgerald Attention Lab Dir. @fitz350 (Slide may or may not have been cribbed from a previous ___-inar)
- 6. brand
- 10. Abundance is our frame.
- 13. Why do Big Listening? 1. Meet your audiences where they are, using language they’re already using 2. Check assumptions, adjust your gut 3. Identify targets, influencers and campaign ideas 4. Identify patterns of online engagement 5. Understand the scale of conversations, and compare issues 6. Set campaign goals informed by data
- 14. Awesome Detectors + Help from Robots + Morning Meeting = Big Listening
- 16. You already read the news
- 18. Slide 6: How To Solve 3 Tips: #2 Tip: Make a basket for passion.
- 19. Help from Robots
- 20. A Few Good Robot Tools for (Personal) Awesome Detection • TweetDeck and/or Hootsuite • TweetedTimes • Rt.ly • CrowdTangle • Paper.li • Spundge • Prismatic • Rebelmouse • Newswhip …. and more every day
- 23. Issue / Cause Keywords Ocean Acidification • "ocean acidification" • "#oceanacidification" • "10 million scallops" • "evil twin” AND "Lubchenco" • "acid test The Economist"~8 AND –”Syria” … and many more upwell.us/oceanacidification
- 24. Keyword Prompts • People: name, name and company, name and school, name and city, common misspellings, online handles, public work (books, articles, white papers, speeches etc) • Brand: company, product(s), leadership team (people), common misspellings • Campaign: name, hashtags, landing page url(s), targets (people, brands), unique phrases from messaging, campaigners (people) • News Story / Blog Post: headline(s), share text (e.g. auto-tweet language), key phrases, key figures, quotes, social share text / content • Issue/Cause: All of the above and… key concepts, terms and phrases (political, cultural, scientific, religious, corporate, comedic etc) ^ Note: These are starting points, not an exhaustive list
- 25. +Morning Meeting Humans choose together, using insight from data AND funny/cool/scary/awesome finds.
- 26. Morning Meeting at The New York Times
- 27. Morning Meeting at Upwell
- 28. Morning Meeting at Upwell
- 30. Awesome Detectors + Help from Robots + Morning Meeting = Big Listening
- 31. Issue/ Cause People Brands Campaigns News Stories / Blog Posts People Brands Campaigns News Stories / Blog Posts People Brands Campaigns News Stories / Blog Posts what’s your big conversation? Issue/ Cause Issue/ Cause Issue/ Cause
- 32. Issue/ Cause People Brands Campaigns News Stories / Blog Posts People Brands Campaigns News Stories / Blog Posts People Brands Campaigns News Stories / Blog Posts what’s your big conversation? Issue/ Cause Issue/ Cause Issue/ Cause I can haz a big bucket!!
- 36. Concept Map: Ocean Acidification Main branches (from center, above): Commerce, Policy, and Science
- 38. Ocean Acidification Keywords • "ocean acidification" • "#oceanacidification" • "10 million scallops" • "evil twin” AND "Lubchenco" • "acid test The Economist"~8 AND –”Syria” … upwell.us/oceanacidification
- 40. A little bit of MAGIC
- 42. Record bluefin sale ($736k) Radioactive Tuna China shark fin soup banquet ban Shark Week 2012 Antarctic Ocean MPA petition Greenpeace Gangnam Style Record bluefin sale ($1.7M) CITES extends protections to 5 new sharks EU fishing policy reform Shark Week 2013 The Ocean is Broken Ending Overfishing #SaveSharks (WA Shark Cull) Bluefin UK wash-up; Shark Awareness Day Thai Airways sharkfin cargo ban; Sharknado 2 Shark Week 2014 Jiro dreams of sushi's future Google & SkyTruth Indonesian crackdown 0 2,000 4,000 6,000 8,000 10,000 12,000 Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 Apr 2014 Jul 2014 Oct 2014 Overfishing & Fisheries Social Mentions 2012-2014 Overfishing (2012) Overfishing (2013-2014)
- 43. Record bluefin sale ($736k) Radioactive Tuna China shark fin soup banquet ban Shark Week 2012 Antarctic Ocean MPA petition Greenpeace Gangnam Style Record bluefin sale ($1.7M) CITES extends protections to 5 new sharks EU fishing policy reform Shark Week 2013 The Ocean is Broken Ending Overfishing #SaveSharks (WA Shark Cull) Bluefin UK wash-up; Shark Awareness Day Thai Airways sharkfin cargo ban; Sharknado 2 Shark Week 2014 Jiro dreams of sushi's future Google & SkyTruth Indonesian crackdown 0 2,000 4,000 6,000 8,000 10,000 12,000 Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014 Apr 2014 Jul 2014 Oct 2014 Overfishing & Fisheries Social Mentions 2012-2014 Overfishing (2012) Overfishing (2013-2014) Go deep at upwell.us/ overfishing
- 44. Why do Big Listening? 1. Meet your audiences where they are, using language they’re already using 2. Check assumptions, adjust your gut 3. Identify targets, influencers and campaign ideas 4. Identify patterns of online engagement 5. Understand the scale of conversations, and compare issues 6. Set campaign goals informed by data
- 46. Why do Big Listening? 1. Meet your audiences where they are, using language they’re already using 2. Check assumptions, adjust your gut 3. Identify targets, influencers and campaign ideas 4. Identify patterns of online engagement 5. Understand the scale of conversations, and compare issues 6. Set campaign goals informed by data
- 47. Q&A
Notes de l'éditeur
- Big Listening is the art of gaining insight by tracking topical online conversations over time. Big Listening is distinguished from traditional social media monitoring by its scale, fluidity, focus on issue or cause monitoring, and expanded access to historical data. Using monitoring and measurement tools such as Radian6, Topsy Pro, Google Alerts and Tweetdeck, Upwell builds a meteorology of ocean conversations, pinpointing opportunities for intervention. Matt Fitzgerald has detailed some of our Big Listening insights on our blog.
- Agenda
- We work with a really big community and we love it
- The ocean is our client. Upwell is a social media PR agency, forging new models in our pilot phase It’s a big idea, one that really resonated with me in initial conversations with Vikki Spruill. The ocean faces complex issues that need big new ideas
- You are well aware of the crisis the ocean faces, but we have major work to do with the American public. The ocean competes for attention with campaigns run out rooms like this… Backed by the largest budget of any food company in the world, they also happen sell 20 billion plastic bottles a year But our war room to monitors the brand of the ocean, focusing on sustainable seafood and overfishing. Photo credit : http://uk.mobile.reuters.com/article/idUKBRE89P07Q20121026?irpc=932
- Have you ever wondered how an Upwell campaign works? What is the process by which we identify, clarify and amplify an issue? How do we devise a campaign plan, whether it’s a campaign that lasts only an hour or one that is spread over several days? There’s more to it than posting a tweet with a link and then move on. The graphic above illustrates our creative process from beginning to end. http://www.bethkanter.org/upwell-campaign/
- Big Listening is the art of gaining insight by tracking topical online conversations over time. Big Listening is distinguished from traditional social media monitoring by its scale, fluidity, focus on issue or cause monitoring, and expanded access to historical data. Using monitoring and measurement tools such as Radian6, Topsy Pro, Google Alerts and Tweetdeck, Upwell builds a meteorology of ocean conversations, pinpointing opportunities for intervention. Matt Fitzgerald has detailed some of our Big Listening insights on our blog.
- Big Listening is the art of gaining insight by tracking topical online conversations over time. Big Listening is distinguished from traditional social media monitoring by its scale, fluidity, focus on issue or cause monitoring, and expanded access to historical data. Using monitoring and measurement tools such as Radian6, Topsy Pro, Google Alerts and Tweetdeck, Upwell builds a meteorology of ocean conversations, pinpointing opportunities for intervention. Matt Fitzgerald has detailed some of our Big Listening insights on our blog.
- You already have ways of paying attention to your community, profession, important things… The practice of personal awesome detection is saying: this is part of your job, and it’s also your job to bring that news back into the team to inform collective work. (Tools can help support but aren’t necessary) Image source: http://neighbors.denverpost.com/album_pic.php?pic_id=2331
- You can work infinite hours, more imp is to get the gist.
- DRAW THIS, EVENTUALLY
- “A group of sea otters is called a raft” Source: https://natgeoeducationblog.files.wordpress.com/2014/03/four_sea_otters.jpg on http://blog.education.nationalgeographic.com/2014/03/12/the-wonderful-thing-about-otters/
- “A group of sea otters is called a raft” Source: https://natgeoeducationblog.files.wordpress.com/2014/03/four_sea_otters.jpg on http://blog.education.nationalgeographic.com/2014/03/12/the-wonderful-thing-about-otters/
- Shared assumptions of the people in the meeting http://www.upwell.us/why-we-choose-what-we-choose-upwell-curation-criteria
- Big Listening is the art of gaining insight by tracking topical online conversations over time. Big Listening is distinguished from traditional social media monitoring by its scale, fluidity, focus on issue or cause monitoring, and expanded access to historical data. Using monitoring and measurement tools such as Radian6, Topsy Pro, Google Alerts and Tweetdeck, Upwell builds a meteorology of ocean conversations, pinpointing opportunities for intervention. Matt Fitzgerald has detailed some of our Big Listening insights on our blog.
- Big Listening is the art of gaining insight by tracking topical online conversations over time. Big Listening is distinguished from traditional social media monitoring by its scale, fluidity, focus on issue or cause monitoring, and expanded access to historical data. Using monitoring and measurement tools such as Radian6, Topsy Pro, Google Alerts and Tweetdeck, Upwell builds a meteorology of ocean conversations, pinpointing opportunities for intervention. Matt Fitzgerald has detailed some of our Big Listening insights on our blog.
- We did these maps to learn about these conversations. Conversation Literacy (~ fluency)
- ! Concepts in mindmap are not equal to keywords. Keywords capture pieces of conversation about concepts. Sharks brings in SJ Sharks unless you add an exception. Original purpose was to understand the different language used by different groups in ocean conversations. We wanted to capture the breadth of conversation (not just policymakers) Who talks about this and what words do they use? (part of narrative) What stories are being told? Who are they being told by? What language is in those stories? What is the creation story? Our first pass at mindmapping ocean acidification, which is in front of you, (and was done by a scientist), missed whole swaths of conversation. It left out culture [other than science culture, policy culture, commerce culture etc.
- R6 Dashboard (SharkWeek2013) L to R: SW 2012, SW 2013, SW (blue) vs Sharknado (red) Peak SW wordcloud, #megalodon river of news
- Upwell.us/overfishing
- http://www.bethkanter.org/upwell-campaign/