These slides cover research for social media strategies. The emphasis is on social media listening and the various tools marketers can use to inform a social media marketing strategy. The challenge of determining sentiment with both text and pictures is discussed. In addition there are case studies in social media listening on Nascar and Nutella and their strategies in video for effectively teaching social media marketing. These slides are a social media teaching resource for the text Social Media & Mobile Marketing Strategy from Oxford University Press by Randi Priluck

1. Research for Strategy Planning

2. Social Media Listening
Diverse Industries
• Salesforce
• Cisco
• Clemson University
• American Red Cross
• Gatorade
• MLB
• Moviestar Columbia
• Tampa Bay
Requirements
• Clear social media strategy
• Listening model
– Categorize by priority
– Metrics of interest
• Social media policy
• Crisis plan
• Well trained team

3. Goals of Social Listening
• Determine customer sentiment for the brand
• Signal an oncoming crisis or manage an existing crisis
• Generate new business
• Keep abreast of the competition
• Identify customer service issues
• Obtain feedback on products, brands, strategies and plans
• Track the industry and trends
• Locate the opinion leaders and influentials in the category

4. Apply Magic Sauce
Web Crawler Example

5. Accuracy is a Problem
• Is this positive or negative?
– “My Mom Hates on my Chobani”
– “How am I supposed to eat Chobani with a fork”
• Accuracy of 60-65%
• Language is idiosyncratic and layered in
meaning
• Content Analysis

6. Image Recognition
• Can a computer recognize this image? What
would it say?
Image Software Comparison

7. Cloud Vision API (Google)

8. Cloud Vision Sentiment

9. Amazon Rekognition
Tracking Logos
talkwalker Image
Recognition
Nutella

10. • Nascar Social Media Listening Center Video
• Overall, NASCAR drew 256 million social engagements across all its digital
platforms, an 87 percent increase year-over-year, and a massive increase
of video content views.
• The Daytona 500 itself saw a 63-percent increase in race day impressions,
while engagement with NASCAR content tripled.
• NASCAR saw a 14 percent growth in followers across its social and digital
platforms by 2016.
• Still lost sponsors including Target and Sprint. 2017 Sponsors

11. • Nascar Snapchat “Our Story
• Behind-the-scenes look at The Official Throwback Weekend of NASCAR
from the perspective of fans and drivers during race day in Darlington,
South Carolina, on Sept. 3.
• Fans in and around the race track will be able to share their unique race-
day experiences by submitting Snaps to the collective Story.
• Snapchat Video
• Why has Nascar implemented a Snapchat Strategy?

13. Trouble at NASCAR
• Despite a captivating Chase playoff featuring Jimmie Johnson’s pursuit of a record-
tying seventh championship, largely competitive racing throughout, and Jeff
Gordon’s likely final two NASCAR starts, television ratings continued to sag, and in
many instances appear to be cratering.
• Ratings have fallen to such a level that NASCAR’s television partners have taken
notice — and even attempted to take action. Specifically, as ratings plummeted
during the schedule’s second half of the season, NBC Sports executives went to
NASCAR multiple times offering suggestions on how to better promote the
product.
• The number of spectators watching in-person has also fallen. The three publicly
traded companies that operate all but two of the 23 tracks on the schedule report
a decline in admission revenue from 2010-2015. Dover Motorsports Inc. suffered a
51 percent decline, Speedway Motorsports Inc. a 28 percent decline, and
International Speedway Corp., a 19 percent decline.
• Not only are fewer people watching and attending Cup Series races, but those that
do are primarily older and fall well outside the 18- to 34-year-old demographic
coveted by advertisers. Which made NASCAR’s successful courting of Monster a
significant triumph, something NASCAR executives have not been shy in touting.

14. Snapchat Metrics
• Unique Views
• Screenshots
• Completion Rates
• Fall off Rate – When they stop watching
• Time of Day Activity
• On Demand Geo-Filter

15. Snaplytics

16. Social Media Monitoring
• Evaluate brand sentiment
• Monitor competitors
• Track trends
• Analyze keywords
• Identify bloggers &
influencers
• Determine site analytics

17. Social Listening Tools
Tool Function Availability
Social Mention Provides real time information of brand
mentions across the internet. Includes
sentiment, keywords and hashtags.
Free access
Klout Scores individuals and companies based on
their influence in social media.
Free access, gives an ability to find
company’s most recent information
and news feed.
Hootsuite and
Tweetdeck
Customizes a dashboard with relevant brand
information from social networking sites, and
key brand properties.
Hootsuite: free access for 3 social
profiles, if need to add more than 3
the website offers paid monthly
plans.
Tweetdeck: Free access
Buzz Sumo Tool that examines engagement and links for
brands and competitors.
Free Access
How Sociable Shows the weekly online activity of a brand on
various social media platforms.
Free Access
TweetReach and
FollowerWonk
Provides information on followers. Free Access
Keyhole Hashtag tracker Free Access

18. Social Mention Measures Explanation
Strength The likelihood that a brand is mentioned in
social media.
Specific phrase mentions divided by total
mentions in the medium.
Sentiment Ratio of general positive to negative
mentions.
Passion The likelihood that people repeatedly
discuss the brand.
Reach The number of unique authors relative to
total mentions.
Which types of social media monitoring can Social Mention do?

19. Social Mention

20. Klout
Which sports stars have the highest Klout scores?

22. Social Media Tools Exercise
• Analyze followers using:
• TweetReach
• FollowerWonk (compare users)
• Buzz Sumo
• Likealyzer - Meltwater
• Show the class what the tool can do. Take
Screenshots

25. @VersailleSeries

31. Iconosquare

33. Real Time Optimization
• Monitor social media to optimize campaigns
• Determine what works and what does not and
adjust the strategy
• Monitor with Google Analytics to watch
conversions or metrics from social media sites.
• What Facebook Values in Posts Video

34. Machine Learning for Optimizing

35. Keyword Search Tools
Tool Function
Search Engine
Key Word
Suggestion
Most search engines suggest key words when users type terms into the search
box and marketers can see which terms are most popular with searchers.
Google offers “instant” search that appear as people type characters into the
search engine.
Google
AdWords Key
Word Planner
Allows users to enter key words, websites or product categories to determine
the number of global and local (country) monthly searches and the level of
competition for each search term. Advanced functions allow for location,
language, devices and cost. The tool allows the users to see different key
words for online versus mobile search.
WordStream
Key Word
Suggestion Tool
and Negative
Key Word Tool
The suggestion tool provides the relative frequency, search volume and level
of competition for a key word or phrase. The negative key word tool shows
words that often appear with a key word, but may not be relevant to a brand.
WordTracker Provides information for key words including: volume, competition, number of
sites that use the keyword on both their title page and on links within the page
and an effectiveness measure.
SEMRush Provides information on traffic to websites, countries in which a website ranks
in organic and paid search and the key words purchased by competitors.
Spyfu Provides daily keyword advertising budgets for brands and competitors, top
key words used in paid and organic searches and a list of recent ads posted.

36. Keyword Research
• Spyfu
• SEMRush
• SERPs
• Enter your brand into the search and
determine the information you are given.
What is the difference in the services?