LIVErtising 2018 03 from listening to intelligence slideshare version
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Keynote 03 of my Master course in digital marketing communication at IHECS, Brussels
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LIVErtising 2018 03 from listening to intelligence slideshare version
- 13. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
- 14. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
- 16. A social signal is a measure of social media engagement (interaction x amplification), such as a vote, share, like, hashtag, tag, tagged picture or brand mention.
- 17. LIVErtising.net Social Listening : two approaches !9
- 18. LIVErtising.net Tracking naturally occurring contents on a daily basis Social Listening : two approaches !9
- 19. LIVErtising.net Tracking naturally occurring contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
- 20. LIVErtising.net Social Media MONITORING Tracking naturally occurring contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
- 21. LIVErtising.net Social Media MONITORING Social Media RESEARCH Tracking naturally occurring contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
- 22. LIVErtising.net Social Media MONITORING Social Media RESEARCH Social Listening : two approaches !10 Adapted from Dan Neely, CEO of Networked Insights
- 23. LIVErtising.net Social Media MONITORING Social Media RESEARCH Social Listening : two approaches !10 Monitoring sees trees, Research sees the forest Adapted from Dan Neely, CEO of Networked Insights
- 24. LIVErtising.net Social Listening - focus !11
- 25. LIVErtising.net Social Listening - focus !11 Social Media MONITORING
- 26. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … Social Media MONITORING
- 27. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … Social Media MONITORING Social Media RESEARCH
- 28. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … • WHY consumers do what they do • HOW do they use the product • WHAT could improve the service • WHERE do consumers communicate • Product development & improvement • Informing strategic decisions • Predictive marketing • Schedule social content • … Social Media MONITORING Social Media RESEARCH
- 40. LIVErtising.net Social Listening - tools !17 Social Media MONITORING Social Media RESEARCH
- 41. LIVErtising.net Social Listening - tools !17 Social Media MONITORING Social Media RESEARCH
- 42. LIVErtising.net Social Listening - tools !17 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
- 46. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
- 47. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
- 48. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
- 49. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
- 50. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
- 51. LIVErtising.netS 2017-18 21 https://youtu.be/cFN8ezZmBRE?list=PLMMVo62pRGHA0lutVGzfrrx6tfkdXBfHx
- 52. LIVErtising.netS 2017-18 21 https://youtu.be/cFN8ezZmBRE?list=PLMMVo62pRGHA0lutVGzfrrx6tfkdXBfHx
- 55. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4
- 56. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT
- 57. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening
- 58. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component
- 59. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component Social is a user’s resonance board
- 60. LIVErtising.netS 2017-18 24 #1 Brand Republic Insight, The Customer Journey, A marketer’s paradox of strategy v practice, Whitepaper, 2017
- 67. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 68. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 69. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 70. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 71. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 72. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 73. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
- 75. LIVErtising.net Social Listening: why you need this as a basic communication skill? 29 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component Social is a user’s resonance board
- 76. LIVErtising.net Social Listening: your take 30
- 77. LIVErtising.net Social Listening: your take 30 Competitor “sortie cinema”
- 78. LIVErtising.net Social Listening: your take 30
- 79. LIVErtising.net Social Listening: your take 30 Influencer spotting
- 80. LIVErtising.net Social Listening: your take 30
- 81. LIVErtising.net Social Listening: your take 30 Context of use
- 82. LIVErtising.net Social Listening: your take 30
- 83. LIVErtising.net Social Listening: your take 30 Influencer spotting
- 84. LIVErtising.net Social Listening: your take 30
- 85. LIVErtising.net Social Listening: your take 30 Sentiment analysis
- 86. LIVErtising.net Social Listening: your take 30
- 87. LIVErtising.net Social Listening: your take 30 Product-related benefits
- 88. LIVErtising.net Social Listening: your take 30
- 89. LIVErtising.net Social Listening: your take 30 Product-related benefits
- 90. LIVErtising.net Social Listening: your take 30
- 91. LIVErtising.netS 2017-18 31 Are apps a dead end as a communication tool? What contribution can AI bring to CRM How to address Gen Y’s use of adblockers?
- 92. LIVErtising.net What to listen for? 32 - Any expression of a user interaction or brand query
- 93. LIVErtising.net What to listen for? 32 - Brand name, branded hashtag, … Any expression of a user interaction or brand query
- 94. LIVErtising.net What to listen for? 32 - Brand-related visual content Brand name, branded hashtag, … Any expression of a user interaction or brand query
- 95. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Any expression of a user interaction or brand query
- 96. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Any expression of a user interaction or brand query
- 97. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Any expression of a user interaction or brand query
- 98. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Real-time events Any expression of a user interaction or brand query
- 99. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Context of use, users’ interests, users’ habits Real-time events Any expression of a user interaction or brand query
- 103. LIVErtising.net 36
- 104. LIVErtising.net 37
- 105. LIVErtising.netS 2017-18 38 Coming next: The Tools of the Trade
- 106. LIVErtising.netS 2017-18 4 From monitoring to INTELLIGENCE LIVErtising 18.03 part B
- 107. LIVErtising.net Social Listening - tools !40 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
- 108. LIVErtising.net Social Listening - tools !40 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
- 115. Alerts
- 121. Search
- 122. Search
- 123. Search
- 127. monitors
- 128. MANAGERS
- 129. dashboards
- 130. reputation
- 135. INTELLIGENCE