The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.

1. Learning from Listening Online
Bob Barker
VP Corporate Marketing and Digital Engagement
Alterian
http://twitter.com/bob_barker

2. Who am I?

3. Marketing guy
Brand & PR and Website/online Social Media
Positioning Video SEO & PPC & Community
Marketing
Prod Mktg
Exec’s
Social Media
HR
& Sales
Community
Customer
Strategy Prof
Support Services
Managed
Services

4. Technology guy
Technology Brands I have worked for:

6. Connectedness – the new MBA
–Power of profile
– Power of connection
–Power of collaboration
–Power of trust
–Power of friendship
–Power of Influence

7. Influence - Robert Scoble (Scobleizer) effect
on shareprice
Joins

8. Societal and business change
450
On Facebook 550
On Facebook
Not
On Facebook
1500 750
On Outlook On Facebook
50 on Facebook

9. Social media is
changing the way the
world communicates
and it all starts with
listening...

10. Listening tools – the 101 guide
Social Media Monitoring Tool

11. How does it work?
Collect
Store
Social Media
Warehouse
Analyse
Engage

12. You are not
required to Blog or
Tweet to use an
SMM tool

13. Instant Market
Research

14. Marketers have never had it so good
“Never before in the
Marketing Holy grail = field of marketing
understand what your was so much
customers want known about so
many by so few”

15. Is anyone actually
talking about us
then?

16. Volume of conversations

17. Drill into the actual conversations

18. Find your Customer’s expressing their Needs
…beyond Twitter
• Blogs
• Flickr
• Forums
• Build WOM
http://www.consumeractiongroup.co.uk
• Organic SEO
• Ward off crises

19. But what is the
competition up to?

20. Compare with competitors
Do we
need to
increase
our SM
activity?

21. Innovate with Industry & Competitive Insight
Find what you don’t know
• Identify new markets and trends
• Competitive strengths & weaknesses
• Sentiment around competition
Create products that consumers want

22. Show me the money

23. Brand
protection
mechanism

24. Are they being
nice?

25. Sentiment and Tone

26. Influence Public Relations
Do opinions online matter?
• Monitor volume, sentiment and trending topics
• Customizable dictionary – to pin down real sentiment

27. Show me the money
“We did not put the customer first”
Toyoda, Sunday Times 28th March

28. Identify your
influencers

29. Who are these
people who have
the time to talk
about us online?

30. Demographics

31. And how influential are they?

32. Where do they
hang out?

33. Auto Domains

34. The communities that advocate your products
• Join communities that advocate your products
• Join that of your competitors

35. Create community
“We monitor in excess of 1,500 discussion
threads a day on very specific topics where we think
we can add value to the conversation. It’s not
possible to participate in all of the threads, but there are
ways to identify which conversations are the most
influential, which ones have the greatest reach,
and those are the one in which we’re most likely to
participate. We've also created a consumer
advocate community as well as a platform that
we’ll be launching in a few weeks to support their
activities.”
Marty Collins, Senior Product Marketing Manager,
Windows Live, Microsoft

36. What are the
trends in what
people are
saying?

37. Author tags – Consumer’s perception of our brand

38. Increase your SEO
Insight into consumers minds
• Theme clouds
– Brand
– Competitors
– Industry
• Author tag clouds
• Link building
• PPC

39. Understand the geographic spread of
conversations – find new markets

40. Show me the money
Fortune 500 consumer
products company
discovered that over 75% of
its marketing spend did not
reach its most influential
social channels
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

41. But do they
actually want to
buy something?
Is it just talk?

42. Identify, allocate the conversation, speak to
them and add value

45. Show me the money
A Fortune 100 Financial services
company used social sales insight to
determine when they could be helpful
in social channels and conversations
as opposed to interrupting the
conversation. Four months later, the
social channel territory sales
comprised 10% of all sales.
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

46. Conversations
create transactions
– people buy from
people

47. 8 Stages of Listening
• No objective at all
• Tracking of brand mentions
• Identifying market risks and opportunities
• Improving Campaign Efficiency
• Measuring Customer satisfaction
• Responding to customer inquiry
• Better understand customers
• Being proactive and anticipating customers
Source: Jeremiah Owyang
http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-
stages-of-listening/

48. Conversations
Create
transactions
Influencer
identification
Brand
Protection
Instant
brand
research

49. http://www.youtube.com/watch?v=InrOvEE2v38

52. Once you have
listened then its
time to Engage

53. Impact of Social Media on Sales Funnel

54. A Community Based Approach

55. Write Once Publish many
Tweet key takeaways
Repackage as presentation
Start a discussion
Add voice for video
Chop into episodic blog posts
Deploy as formal release
Repurposing content opens new points of distribution and has a
compounding effect on reach

56. Asset deployment by SM channel

57. Twitter deployment Schedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series
http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing
http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing
http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways
to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SM
monitoriing guide your optimization – http://bit.ly/seoROI
#AlterianSM2

58. Moving Towards a Holistic Web Presence
1. 2. 3.
MicroBlog/Realtime Blog/Community Website/Surfers
Coffee Shop Library Store
Chat/Gossip/Tips/Links Reading/research/Education/Sharing Learning/watching/buying

59. Its requires engagement technology and
engaging people

60. Your people need to get engaged on social media
“Ask not what your
company can do for
you ask what you can
do for your company
(and yourself)”

61. X
Personal Blogs

62. X
Personal Blogs

63. Listening and engaging
• Listening rota’s by geography,
by product
• Engaging in the conversation
– Responding to blogs
– Responding to tweets
• Participation
– In Linked in groups
– In Tweet ups
– At events

64. Next Steps
Use the tool Drill into the detail
Read the book Read the Report

65. Value and ROI through listening
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty,
awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn

66. And finally...