Take action! Communicate with various departments to see how they can profit from your analysis Develop and regularly assess your content and engagement strategies based on the buzz you are observing Keep your colleagues and decision makers in the loop – data becomes meaningful knowledge when people interact with it

1. SOCIAL MEDIA LISTENING:
How to gain knowledge
not just data
Cassandra Krause
Digimind: Hall 6 / F012
@digimind_de | @digimindci

2. What is Social Media Listening?

3. User Counts
in 2014
• Facebook: Over 1.15 billion
• Google+: Over 1 billion
• Twitter: Over 550 million
registered/ 215 million
monthly active users
• Pinterest: 20 million
active monthly users
• Instagram: 150 million
active monthly users
Quick Stats on
Social Media Data
(Source: Jeff Bullas)

4. GOOD TO KNOW
• 72% of all internet users are now
active on social media
• 71% of users access social media
from a mobile device
• 47% of Americans say Facebook is
their #1 influencer of purchases

5. SOCIAL
MEDIA
MARKETING
• Social media marketing budgets
will double over the next five
years
• More than 50% of marketers
found customers on Facebook
• More than 40% of marketers
found customers on LinkedIn

6. Why companies shouldn’t
ignore social media data

7. Consumers want to
see the human side
of your brand
42% of consumers complaining on social media expect a
60 min. response time AND 57% expect the same response
time at night and on weekends (Jay Baer)

8. Manual data collection for market
research can now simply be
gathered online, saving you time
and effort.

9. The human component
is key: data becomes
knowledge when a person
looks at it and interprets it
DATA → KNOWLEDGE

10. FIND DATA
Use a tool that gathers
and sorts data for you.

11. ANALYSE YOUR DATA
Ask real questions using the 5 Ws:
What, When, Where, Who and How

12. Use drill-down features of your tool
to see what lies behind mentions:
don’t be afraid of qualitative
analysis – you are the expert!

13. Extract meaningful data from word clouds
• Reviews of you vs. competitors
• Popular product features
• Highly shared content
• Ideas for your future content

14. Analyze your number of mentions and reach with
respect to:
• Tags/subcategories
• Marketing campaigns
• Product launches
• Trade shows/conferences/events
• Viral content
• Crisis management

15. • Identify which channels have the most mentions
and the largest reach (impact)
• Evaluate your social media strategy based on
geographic location

16. Who are your key influencers (+/-) for each channel,
and how could you find opportunities to work with
them?

17. • Never expect sentiment analysis to be 100% accurate –
even manual analysis.
• Choose a tool that allows you flexibility to adjust the
sentiment tagging.
• Benchmark sentiment between competitors, countries,
channels, etc. to maintain a balanced perspective

18. Benchmarking
Too much data, not enough insights? Drill down with user-defined tags.

19. COMMON CHALLENGES
“I am too busy with other social media tasks”
“My bosses/coworkers don’t value social
media monitoring”

20. “Nobody reads my reports”

21. Take action!
‣ Communicate with various departments to see how
they can profit from your analysis
‣ Develop and regularly assess your content and
engagement strategies based on the buzz you are
observing
‣ Keep your colleagues and decision makers in the
loop – data becomes meaningful knowledge when
people interact with it

22. Start a free trial