Digital Glasgow Day 2 Session 2 Social Media Listening to Support Internationalisation
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Presentation by Alan Stevenson of Enegrise 2-0 on the use of Social Media Listening to develop international market knowledge and insight
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Digital Glasgow Day 2 Session 2 Social Media Listening to Support Internationalisation
- 1. ENERGISE2-0.COM Social Media Listening to support Internationalisation Alan Stevenson www.energise2-0.com www.twitter.com/ast3v3nson October, 2012
- 2. Why Listen? Social Media is a conversation not a broadcast platform Conversations are taking place relevant to your internationalisation plans – are you listening? ENERGISE2-0.COM
- 3. Social Media Listening Collect Search and Relevance Filters Platforms and Channels Process Events assigned to the Social Graph Categorisation and Tagging Analyse Mention Volume and Importance Demographics and Timing Sentiment and Emotion Actionable Insights Source: Energise2-0 ENERGISE2-0.COM
- 4. 5 Key Steps to Effective Social Media Listening But first the Business Benefits ENERGISE2-0.COM
- 5. Business Benefits Listening provides business benefits: – International Market Knowledge and Intelligence. Where your customers, partners, competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects. Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation issues. – Improved International Sales and Marketing. New prospects, customer and market opportunities. – Improved Performance Monitoring. Support a 6Is approach. ENERGISE2-0.COM
- 6. 1. What • What conversations do we need to monitor? – Our own brand – Product, industry, sector – Competitors – Customer segments – Target markets • Geography/Location – Local – Regional – National – International ENERGISE2-0.COM
- 7. 2. Where • Where are the relevant conversations taking place? • What tools are available to help? ENERGISE2-0.COM
- 10. Tools are available to help • No or low cost tools such as… – Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as… – Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and Meltwater Buzz ENERGISE2-0.COM
- 11. Social Mention ENERGISE2-0.COM
- 12. ENERGISE2-0.COM
- 13. ENERGISE2-0.COM
- 14. Social Mention • Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions • Sentiment: is the ratio of mentions that are generally positive • Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors) • Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions ENERGISE2-0.COM
- 15. Topsy ENERGISE2-0.COM
- 16. ENERGISE2-0.COM
- 17. ENERGISE2-0.COM
- 18. Tools are available to help ENERGISE2-0.COM
- 19. 3. Set Up your Listening System • Set up a customised Social Media Listening System to deliver: – the right information – to the right people – at the right time – in the right format • But remember… – Think strategically ENERGISE2-0.COM
- 20. Needn’t be complex ENERGISE2-0.COM
- 21. Proprietary tools exist also ENERGISE2-0.COM
- 22. 4. Ask - So What? • Information is not knowledge • What are the results telling us? • Analyse and develop ‘Actionable Insights’ • Is this… – Something I should share with others? – Market insight? – A reputation issue? – A sales opportunity? – A new network contact or potential influencer? – An indication of where we should develop? – A bell-weather on how we are doing? – An indication of what our customers are feeling? ENERGISE2-0.COM
- 23. 5. Consider your Response • And Finally… • Think seriously about how you will respond? • Are you fully equipped? Skills, Knowledge, Strategy, Plan ENERGISE2-0.COM
- 24. Thank You and Questions ENERGISE2-0.COM
- 25. Dr. Jim Hamill Alan Stevenson www.energise2-0.com October, 2012 ENERGISE2-0.COM