Have you asked yourself how you can possibly listen to all of the different conversations going on about your brand or topic of interest online? Tori is going to share some of her tricks of the trade as well as the tools she uses to help grow the IBM brand and social media footprint online in this presentation.

1. SOCIAL LISTENING
Building your brand through understanding the social market place

2. OVERVIEW
 Introductions
 What is Social Listening
 Why you need it
 How to do it
 Tools to use

3. WHAT IS IT?
 “Social listening is the process of monitoring digital media channels to devise a
strategy that will better influence consumers.”

4. WHY IS IT IMPORTANT?
 Allows you to enter a conversation while also creating one
 Solve problems for your brand
 Generate new leads
 Identify Influencers, Communities, and similar channels
 Feedback on content
 Develop a strategy

5. HOW DO I START?

6. POPULAR HASHTAGS & PHRASES
 Enter a conversation, Create a conversation
 Identify sentiment
 Most users don’t @ mention a company when talking about them
 i.e – I work in the tech space of the Internet of Things. In my search, I look for
#IoT, Internet of Things, #AI, Machine Learning, other branded handles, etc. to
find out what’s popular to talk about.

7. INFLUENCER MANAGEMENT
 “74% of consumers rely on social media to inform their purchasing decisions.”
 “90% of consumers trust peer recommendations, while only 33% trust ads.”
 Identify themselves in Bio with hashtags, amount of followers
 They lead, you follow – most of the time

8. TOOLS TO TRY
 Using the networks search features
 Hootsuite – Manage Facebook, Twitter, and Google +
 Spredfast – monitors impressions, sentiment, activity, and content
 Sprout – manages trends, popular conversations surrounding your brand
 Bit.ly – link shortened – tracks click through rates and maps them out

9. “BY UNDERSTANDINGWHAT IS POSSIBLE BY PROPERLY USING SOCIAL
LISTENINGTOOLS, IT ENABLES A BUSINESS AND ITS EMPLOYEESTO
TRULY MARCH IN HARMONYWITHTHEIR CUSTOMERS. “
http://www.forbes.com/sites/danielnewman/2014/08/26/social-listening-enables-social-business/#
3290e21c5818

10. ANY QUESTIONS? CONTACT ME
 Tori McClellan, Social Business Manager at IBM
 tmcclellanmedia@gmail.com

11. SOURCES
 http://sproutsocial.com/insights/social-listening/
 http://www.socialmediaexaminer.com/8-ways-to-use-social-listening-for-your-
business/