Social media data can help us better understand our customers—so why don't we use more of it? In this step-by-step workshop, you'll discover simple techniques any marketer can use to analyze social media data. You don't need to be a data scientist or need to learn complicated tools. You'll learn the exact steps to uncover your customer's hidden motivations, helping you turn social data into clickable landing pages and compelling social campaigns.

1. The Social Media Data Cookbook:
Simple techniques any marketer
can master to use data to sell more
products
Hootsuite
@JamesMulvey
James Mulvey

2. 10 more simple ways to use data
● Get the complete Social Media Data
Cookbook.
● 10 more ways to use social data in your
marketing including the SEO Cluster
Recipe and how to grow your brand’s
digital share of voice.
● Download the free guide here

3. Social data can help us better
understand customers—
so why don’t we use more of it?

4. Big investments
● Rock star data companies like
Amazon and eBay sell the dream
but most companies can’t achieve
those heights
● Need data scientists
● Investment is huge—you need to
walk before you run
Complex data
● Social media contains complex and
messy data
● Analytics platforms are hard to
master, slow to show insights
● It’s not easy to know what you’re
looking for
It’s hard to find insights!

5. -Social Business Index, Hootsuite and Harris Poll
“60% of businesses struggle to
use social media data to improve
company revenue.”

6. - Scott Monty, Vision Critical
“Everybody talks about big data, but
what most companies need at this
point are small insights.”

7. ● How to better understand your customers by using social
data to paint a human picture of your prospect
● Create ads and landing pages that resonate by adding actual
customer language into campaign messaging
● Increase traffic and sales — make sure your content has the
right focus or level of complexity for readers, viewers, and fans
Today, you’ll master

8. Personas lack human depth
Often personas are generic and
lack specific insights about
customers.
● Social data adds human depth to your
marketing personas.
● Don’t know what a customer persona is?
This is the best book written on the
subject.
● Let’s go through the steps, using social
data to paint a human picture of our
customers.

9. Using data to understand dog owners
Let’s say you work at a large
company that sells dog training
products.
You have a new dog training video course that
you want to sell on social media.
But right now, your landing pages, ads, and
social content don’t seem to be connecting
with dog owners.

10. Plan of attack
The goal: better understand the
real frustrations, needs, and desires
of dog lovers.
The strategy: use social media
data to find actual humans talking
about their dog problems. This will
help make your marketing
personas more accurate.

11. - Bryan & Jeffrey Eisenberg
“Hack into your customer’s head.
Uncover their needs and wants.
Exceed their expectations. And then
give them what they really want.”

12. - Eugene Schwartz
“Be the best listener you ever met.
That is your market talking. You don't
have to have great ideas if you can
hear great ideas.”

13. ● The famous copywriter Eugene Schwartz said his million-dollar ideas
came from listening to the ‘mind of the market.’
● Back then (before the internet), he’d talk to cab drivers, read magazines,
and talk to clients.
● Now, we have even more ways to hear what our customers truly want.
How to listen for great ideas

14. Social media data can help.
Here’s how.

15. 3 simple steps
What you’ll learn
Begin with research
and brainstorm common
customer buying triggers.
Use software
or manually analyze data
from social media.
Build a dashboard
and listen to real customer
voices and challenges.

16. Begin with research
and brainstorm common
customer buying triggers.
Before you use social media
analytics:
● You can waste a lot of time hunting for
insights in analytics.
● A better plan is to prepare with some initial
Google research.
● We’ll show you how.
PART 1: Initial Research

17. STEP #1: conduct a Google search
Type in a general keyword into
Google
Let’s say we want to sell a dog training product
to dog lovers.
Begin with a general search such as “dog
training tips.”
Then, go to the bottom of Google and look at the
“related search results.” Click on the result that
sounds like an actual human question.
We picked “basic dog training tips.”

18. STEP #2: repeat and repeat
Go to Google’s “related searches”
again.
You’ve now dug beneath most of the obvious
results and will see more interesting results.
We picked “train dog to sit.”
If you haven’t found anything interesting yet,
try the process again with a different keyword
pathway such as “train dog to relax.”

19. ● With Google, people often formulate their problems as nouns and
short phrases. “I need to train my dog to sit” becomes “dog training tips”
or “basic dog training.”
● But people don’t complain or talk with their friends like this on social
media. So, for the next section flip the noun into a basic sentence.
● “Train dog to sit” = “My dog won’t sit.” That’s how a real person would talk
about that problem on social media.
STEP 3: flip solutions into questions

20. This little switch
(SEO nouns > simple sentences)
can have a meaningful impact on the
quality of your social media data.

21. We searched for “Dog Training Tips”
We used Hootsuite Analytics to
search global social media data.
As you can see in the preview,
this type of SEO phrase—a short
keyword focused phrase—
returns spam, marketing
messages, and products.
Those are not the results you
want! Zero insights. All noise.

22. Watch what happens when we
change noun-based phrases into
a simple, human sentence.

23. Much better!
Next, we used the phrase “my
dog won’t sit” which is closer to
how a human would actually
complain about this problem.
This short sentence—instead of
a noun-based SEO keyword—
reveals real human
conversations.
This is the data you want. Real
human conversations.

24. The internet is filled with companies trying to
sell stuff. This makes it hard to find real insights.
Noun-based SEO keywords are magnets for
spam, making it hard to spot actual insights.
Use simple sentences (such as “my dog won’t
sit”) rather than noun-based phrases “dog
training tips” when analyzing social media data.
Simple sentences reveal humans

25. Use software
or manually analyze data
from social media.
Now, we will use software to
analyze global social media data
● You can use a solution such as Hootsuite
Enterprise’s deep listening platform.
● Or manually pull mentions and data into a
spreadsheet.
● We have three steps to find insights in the
noisy chatter of social media data.
PART 2: Analyze Social Data

26. We plugged the phrase “my dog
won’t sit” into Hootsuite
Enterprise.
There’s one interesting insight we
see right away.
A dog owner complaining that
their “dog won’t sit next to me.”
Let’s dig into that phrase.
We used Hootsuite Enterprise to
pull global data

27. Can this phrase reveal anything
about potential customers?
Let’s see what we can find by simply
using the phrase: “My dog won’t sit.”
You might be surprised by how much
we can learn from this little phrase.
Finding our first customer insight

28. This time, we are looking for
forums, Tweets, and customer
reviews on sites like Amazon.
We immediately found a Reddit
discussion with the phrase, “my
dog hates sitting next to me.”
Plug your simple phrase back into
Google

29. We’ve moved from “dog training tips” to finding
real conversations from dog owners.
They might buy training products. But their real
motivation is to have a better relationship with
their dog.
That’s one way we can sell this product. It’s not
about training your dog with tricks.
The benefit is: training will better connect you
to your dog.
From dog tricks to fixing
relationships

30. A few social data search tips
● Unless you want to pull a ton of data, avoid noun-based phrases such
as “dog training tips.” Instead, use simple sentences people would
actually say.
● Boolean Operator #1: “Quotes” pull an exact match. “My Poodle barks
too much.”
● Boolean Operator #2: AND combines multiple terms. “My poodle barks
too much AND my small dog barks too much.”
● Avoid hashtags and location filters at first. You’ll pull more data.

31. STEP #1: find the right phrase
1. Turn nouns and solutions into simple sentences.
“dog sitting tips” = “my dog won’t sit” or “my beagle won’t sit.”
2. Be careful not to make decisions based on spam and people selling
products. Dig deeper for genuine human conversations.
3. Don’t have a good phrase yet? Go back to the first section and use the
Google tips.

32. Dog Training Video Course
● Teach your dog to sit in 5 steps
● Learn the secrets of the pros
● Good for busy professionals with
little time to waste!
Buy Now
Often, marketing personas focus
on demographics and generic
pain points.
This can lead to product-centric ads, landing
pages, and generic social content.
Social data helps us actually understand why
those benefits and features matter to the
customer.
Your typical generic marketing copy

33. Dog training is more than tricks
Does your dog not sit by you? Do they
bark too much? These are all signs of an
unhealthy relationship with your dog.
● Learn why your dog acts out
● Use training to bond with your dog
● Reduce your dog’s anxiety with
proper training techniques
Order now
Social data connects us to our
customer’s true emotion and
problems.
This is a much better way to sell products.
Even though we’ve only pulled a tiny bit of
data, we can see how social data helps to
focus better on emotions and the real
problems our customers face everyday.
Social data reveals emotional triggers

34. Data tip:
Look for F-Bombs in your data

35. How to find true customer insights
1. Look through your results. Is it all clean and professional
language? You are likely looking at vendor and brand results.
2. Refine your searches until you find actual humans talking
(and often swearing) about products and services.
3. If you are finding F-Bombs and offensive language, you are on the
right path.

36. Build a dashboard
and listen to real customer
voices and challenges.
We found our first insight. Let’s now
craft better marketing campaigns.
● First, we’ll create a persona listening
dashboard.
● Next, we’ll monitor and observe our
customer’s language, using these insights in
campaigns.
● Let’s build your dashboard.
PART 3: Listen Regularly to Your Market

37. Use your favorite deep listening
solution or a spreadsheet
● You can use a solution such as Hootsuite
Analytics.
● Or manually pull mentions and data into a
spreadsheet.
● You’ll then build a dashboard that you can
share with your boss, clients, and teams.
STEP #1: Pick a social listening platform

38. Pic of Reddit app
Pick one network to focus on
In our research, Reddit and Twitter revealed lots
of insights. But LinkedIn is better for B2B and
Pinterest might work best for consumer
products.
Tool: you can monitor Reddit for keywords such
as “My dog won’t sit” with the Reddit Keyword
Monitor Pro app for Hootsuite.
STEP #2: Focus on one social network

39. ● Make a list of 10-15 social media users that
represent your ideal customer
● Create search streams in Hootsuite to easily
monitor and learn from these ideal
customers
● Use a solution such as Hootsuite Enterprise
to conduct deep social media listening,
pulling in broad data about your market and
phrases (such as “my dog won’t sit”).
● Book time every week to listen to your
market and understand their daily struggles.
Step 3: Build your listening dashboard

40. Use your new insights to:
● Make sure landing pages and ad copy mirror
the language and challenges you’ve pulled
directly from real customers.
● Find new ways to position your products,
using customer-centric language instead of
product features and marketing jargon.
● Build blog posts and social content that solve
customer questions you’ve found on social
networks.
STEP #4: Put these insights to work
Our ideal customer - Sarah
● Sarah’s buying trigger is dog behavioral
problems.
● Common phrases used “my dog won’t
sit next to me,” “my dog won’t cuddle,”
“my dog doesn’t like me anymore.”
● How to position: don’t focus on tricks.
Instead, focus on training as a way to
restore her damaged relationship with
dog.
● Twitter is a common place where dog
owners complain (invest in Twitter ads?)

41. Hootsuite Enterprise can help
● Discover customers talking about your brand, industry, and
competition right now
● Geo-location and language data on social conversations around your
brand from 100+ million data sources in 50+ languages
● Build live dashboards to easily analyze market terms and customer
conversations about your products and competitors
Request a personal demo here

42. 11 More Smart Ways to Use Social
Media Data
● Get the complete Social Media Data
Cookbook.
● More step-by-step ways to use social
data in your marketing including the
SEO Cluster Recipe and how to grow
your brand’s share of voice.
● Download your free guide here

43. Hootsuite is the most widely used platform for managing social media, loved by
over 10 million people around the globe and trusted by more than 800 of the
Fortune 1000. Hootsuite Enterprise empowers organizations to execute business
strategies for the social media era and scale social media activities across
multiple teams, departments, and regions. Our versatile platform supports a
thriving ecosystem of social networks complemented by 200+ business
applications and integrations, allowing organizations to extend social media into
existing systems and programs.
Along with our channel and agency partners, we help organizations build deeper
relationships with customers, stay connected to the needs of the market, grow
revenue, and draw meaningful insights from social media data. Innovating since
day one, we continue to help organizations pioneer the social media landscape
and accelerate their success through product training, group training and tailored
organizational training, as well as security and compliance services.
Request a custom demo today by visiting enterprise.hootsuite.com
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