We have identified 3 major ways of listening that are common in different industries: - Passive listening - Reactive listening - Proactive listening This report will help you unleash the power of listening to your social networks. Get the insights you need to make assertive decisions with better results!

1. SPECIAL REPORTSSOCIAL MEDIA
3WaysOf
ListeningIn
SocialMedia
That Will Help You Make Intelligent Decisions

2. Each one of customers and
interest groups in social
networks has its own
individual level of
importance that is linked to
the business objective of
each brand or industry.
intelligent decisions
Proactive
Listening
Reactive
Listening
Passive
Listening
waysoflistening3

3. 1PassiveListening
Within this field, the following practices are currently highlighted
Brands can understand the successes and failures of the industry
by listening to conversations about their competitors. This, in
turn, allows them to develop best practices and market
knowledge while avoiding the inconvenience of a learning curve.
While listening to the competition is an important source of
information, indirect players must be taken into account as well,
It is important to listen to those other brands that compete over
the same audience or market segment, regardless of whether or
not they compete over the product or service.
SOCIAL MEDIA SPECIAL REPORTS PAGE 2
Competitive intelligence
“Develop best practices and market
knowledge while avoiding the
inconvenience of a learning curve”
“The indirect players also are an important
source of information, regardless of
whether or not they compete over the
product or service”

4. 1PassiveListening
SOCIAL MEDIA SPECIAL REPORTS PAGE 3
“Conversations on products and
services are generally pertaining to
their characteristics”
Product or service
reputation analysisBrand reputation analysis
Following brand reputation in real time allows companies to have
a new and immediate understanding of the impact that people’s
conversations have on the evolution of “brand equity”, which is a
term that is used to describe the value of having a renowned
brand that is able to increase the value of its products because of
its reputation.
Same as with brands, products have their own reputations too, and
following then allows us to understand sales evolution, among other
variables.
Conversations on products and services are generally pertaining to
their characteristics, like the flavor or packaging of a food product, the
power or performance of a car, or the quality of a service.
Spontaneous conversation: It is important to highlight in this
point, that people in social networks often talk about the brand on
their own initiative, and not because the conversation had been
started by the company. We have identified several examples of
brands that have a high interaction level without any specific
action from the company to increase its share of voices. That
behavior enables marketing professionals to identify trends,
interests and common habits by the audience.
“The People in social networks often talk
about the brand on their own initiative”

5. 2
Define the
contents of
communication
One can plan an effective communication
strategy by knowing and understanding the
conversation topics of the industry, the
brand, and the audience, which in turn will
save both time and money.
Acorrectorincorrectplanningofthe
contentforthesegmentorthetarget
audience.
It is common to find brands that have,
through proactive listening, managed to take
advantage of a social phenomenon. For
example, some brands may jump on board
with a musical hit or art movement. A brand
can take advantage of a phenomenon
several times if a community manager spots
it, and in a passionate and funny way, is able
to jump on board, take control of the
situation, and position the brand
accordingly.
“There is a great dispersal in the
amplification or viralization of Social
Media campaigns (the impact of a post or
Tweet). There are brands that have a very
high amplifications while others are seldomly
replicated. What are the reasons?“
“The key to generating content
with high levels of virality is to
understand how the audience
talks, what their interests and
codes are, and most importantly,
what is their sense of humor.”
“Be smartly opportunistic might make a
huge difference in the results of your
social media engagement.”
ProactiveListening
SOCIAL MEDIA SPECIAL REPORTS PAGE 4
Therefore, being smartly opportunistic might
make a huge difference in the results of your
social media engagement.

6. 2ProactiveListening
SOCIAL MEDIA SPECIAL REPORTS PAGE 5
Innovation of
products or
services
Identifying
influencers
Lead Generation
Social media influencers are highly respected people
within their respective social media communities. They
usually write blogs and communicate with their
followers effectively with the ability to gain their trust
and confidence. Influencers are known to have
significant popularity rates and can influence people
according to their purchasing behaviors. This means
that getting an influencer to recommend your brand to
his followers can help increase your social media traffic
and potential sales. Just imagine how much traffic your
website can get if you successfully got influencers to
promote your brand on their blog sites.
“Get an influencer to recommend your brand
to his followers can help increase your social
media traffic and potential sales”
Building relationships with top social media influencers
is the next step after completing your list. You cannot
successfully increase your social media traffic without
getting them to promote, share or like your business.
This part can be tricky, you will need a good Social
Media Listening platform and approach in order to
identify these influencers and attract their attention so
that you can increase the value of your brand and reach
your digital marketing goals.
In the B2B market as well as in high price products like
cars, boats or jewelry, It is possible to develop a Lead
Generation process based on social media listening. This
process may allow brands to access conversations by
prospects that have shown interest in their products
and nurture the lead until it is ready to be directed to
sales.
There is also the stage to discover the habits of the
audience with that product, which will be useful for
creating promotions, content, campaigns, messages and
advertisements. For example if a product is being
combined with watching a film, eating something with
friends or drinking a cold beverage, one can expect to
find comments like, “So glad I’m going to see a movie
with [product]”. Identifying these correlations will
enable the creation of effective content, and sometimes,
product bundles.
Receiving and organizing customers’ “feedback” about
products in real time allows brands to identify new
development opportunities for products. Companies
must go from focusing on defining the portfolios of their
products to focusing on the consumer experience as a
source of innovation.

7. Understanding the impact
of marketing campaigns
3ReactiveListening
Crisis identification and
brand protection
Monitoring and listening to users’ comments about particular
campaigns will allow you to know the impact that they each have
had during your execution. This will allow you to know whether to
enhance advertising or adjust your strategy. For example,consider
the content that has achieved little market acceptance.
“Thiswillallowyoutoknowwhether
toenhanceadvertisingoradjust
yourstrategy”
SOCIAL MEDIA SPECIAL REPORTS PAGE 6
“Detectandreacttosituationsthat
couldpotentiallybeharmfultothe
brand.
Through the use of various crisis detection techniques, social media
listening tools can allow their users to detect and react to situations
that could potentially be harmful to the brand. Facilitating PR.

8. 3ReactiveListening
SOCIAL MEDIA SPECIAL REPORTS PAGE 7
Customer help
and support
How many are really reaching the correct
departments according to the topic of conversation?
Marketing
Sales
PR & Communication
Market Research
Product Innovation
Customer Support
Digital & Social Media Marketing
}
“Campaigns must create networks
and communities as focus of their
competitive advantages and value
generation…”
Luciano Acosta
Regional Sales Director
It is important that you listen and respond to any
questions or concerns that consumers may have.
This will allow you to clear up any doubts or
confusion, thus improving the consumers’
experiences and enhancing their trust in your
products and/or services.
“Campaigns must create networks and
communities as focus of their competitive
advantages and value generation…“ Luciano
Acosta, Regional Sales Director.
There are currently billions of comments pertaining
to name brands and products that are generated
on a monthly basis by active users on social media
channels.

9. SOCIAL MEDIA SPECIAL REPORTS PAGE 8
Takeaway
ensuringthatinformationisdistributedto
keypeoplewhoarenotnecessarilyinvolved
indigitalmarketing.Hewillalsomonitor
productdevelopment,innovation,social
responsibility,governmentrelatedareas,
andmore.
Thereisnolongerapredominantareathat
hastakenthatresponsibilityinconsumer
productcompanies;however,most
companieshavealreadydefinedthat
person,eitherfromtheproductarea,
marketingsectororothercorporate
communicationareas.
Oncethelisteningprocessiscomplete,itis
essentialthatallrelevantinformationthat
waspreviouslyidentifiedgetsdeliveredto
therightears.Inordertodoso,youwillneed
anambassadoroftheconsumervoice.This
roleisparticularlyimportantbecausethis
willbethepersonwhopaysspecialattention
towhattheaudienceissayingwhile
“There is no longer a predominant area that has taken that responsibility in
consumer product companies. However, most companies have already defined
that person, either from the product area, marketing sector or other corporate
communication areas”

10. About
Socialmetrix
About
theAuthor
Socialmetrixisapioneercompanyinsocialmediaanalyticswithlargecorporateclientsinmore
than10countries.Wehavebeendevelopingandprovidingtechnologytoharnessthepowerof
socialbusinessintelligencesince2008.Ourmissionistodeliverourclientsthebestsocialmedia
analyticssolutions,asameansofcombiningproducttechnology,localexpertise,andprofessionalservices.
Luciano Acosta isa BusinessprofessionalwithdemonstratedSales,ManagementandLeadershipexperiencein
companieswithinternationalrecognition:IBM,IDCandSocialmetrix(DMGTGroup).Iendeavortoobtainbusinessresults
withcreativityandadaptability,buildingtrustable,empoweredandcommittedteams.
InFebruary2011, AcostastartedatSocialmetrixasRegionalSalesDirectorforLatinAmerica,helpedcreateourclient
servicespracticeandteamandnumerousvalue-addedservicesthatSocialmetrixiscurrentlydeliveringwithsuccess.
SPECIAL REPORTSSOCIAL MEDIA
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