The document provides guidance on effective social media listening. It discusses choosing listening objectives and platforms, using tools like HootSuite to gain insights, and developing a listening plan. Key points include listening to understand positive press about a campaign, engaging influencers, and using insights to further develop a social media footprint. Various social media monitoring and analytics tools are presented, as well as tips on blog searching, hashtags, and dashboards. The document emphasizes setting clear objectives and measuring insights against goals.

1. Google #Squared2012
@TiffanyStJames
Thursday 22 March 2012

2. Hello!
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@TiffanyStJames

3. The Brief
• By the end of the afternoon
• Effective listening
• Gain insight
• Develop or amplifying a social footprint
• Yours
• Your agency
• A client's business

4. Criteria
• Use a platform
• A tool or a few tools
• Create social media listening dashboard
• To give you the insight you need
• To develop the social footprint

5. Intelligent listening
Gatorade Mission Control, Dell Command Center,
Nokia Agora Social Visualizer, @TiffanyStJames
Domino's Super Bowl Pizza War Room

6. Business Use of Social Media
• HR
• PR
• Direct Sales
• Customer Service
• Business Intelligence
@thebrandbuilder states only 5 uses of social media:
HR, PR, Direct Sales, Customer Service and @TiffanyStJames
Business Intelligence

7. Uses
• Amplify campaigns
• Business intelligence
• Monitor discussions
• Monitor industry environment
• Real-time conversation
• Reputation Management
• Social Customer Service
• Seed content
• Track brand engagement
Track, monitor, analyse, amplify, engage, seed content
and protect reputation
@TiffanyStJames

8. Questions to ask yourself?
1. Why am I listening?
2. What am I listening for?
3. What platforms am I listening on?
4. What tools should I use?
5. What will I do with what I hear?
@TiffanyStJames

9. What are you listening for?
Campaigns
– Quantitative measures
– Qualitative measures
– Risk management
Insight and engagement
– Identify rumours, misunderstandings, misinformation
– Audience insight
– Evidence of behaviour change
– Identify key influencers and critics
– Help identify gaps or opportunities for new services or sales opps
Media monitoring
– Risk management – identify issues and be able to respond quickly
– Discover signs of lobbying from groups or individuals
– Gauge reaction and interest in other related media coverage
@TiffanyStJames

10. The result of listening
Blogs
Attention
News Insight
Forums Influence Sentiment
Listen Online Analytics Directs strategy
@TiffanyStJames

11. Objectives
What are you trying to
achieve?
Business Vision
Personal Mission
Systematic
Measurable
Achievable
Realistic
Time-frame
Be REALLY clear on your objectives before you start
Make them SMART
@TiffanyStJames

12. Technology
Off the shelf
• Monitoring
• Engaging
• Workflow
• Dashboards
Self-build
• APIs and dashboards
• Linguistics
• Root-cause analysis
• Fire Hose peaks
Moore’s law and open innovation: new tools will
develop and evolve. Continuous optimisation
@TiffanyStJames

13. Reporting
Objectives
• Why are you listening?
• What are you going to do
with what you hear?
Planning
• Insights to action
• Listening and
Engagement plans
Output
• Roles
• Format
• Frequency
How are you going to action the insights you gain:
this will determine how you report and optimise
@TiffanyStJames

14. ROI
• Different people need
different metrics
• All endeavour is
measurable
• Ensure you are
measuring against the
objectives set
• Business environment
metrics
The value of endeavours can be calculated, you need
good metrics in place in other parts of the business
@TiffanyStJames

15. Listening
for insight

16. Active listening process
• I am listening to understand positive press
• I am going to engage with influential individuals
• Monitoring vs analysis
• Set objectives
• Define keywords
• Tools and frequency
• Listening plan
• Reporting, analysis, optimisation
@TiffanyStJames

17. Blog searching
http://boardreader.com
http://www.technorati.com
Uses:
- Discover blogs by topic /
author
- Track published posts and
run archive searches
- Get an indication of blog
popularity
Tip:
- Search both posts and blogs
as results can vary
@TiffanyStJames

18. Google Tools
@TiffanyStJames

19. Real time Twitter tools
http://www.twazzup.com
Uses:
-Great for Twitter
hashtags
-Can identify influencers
(basic level)
-Ranks content in order of
popularity which is useful
Tip:
-Make the most of the
keywords featured in the
bottom left corner
@TiffanyStJames

20. Advanced Twitter
@TiffanyStJames

21. Hashtags.org
@TiffanyStJames

22. Listorious
@TiffanyStJames

23. Stealth! – Search Twitter BIOs on Google
• intitle:”marketing* on twitter” OR intext:”bio * marketing”
site:twitter.com
@TiffanyStJames

24. Snapshot tools
http://www.socialmention.com
http://www.addictomatic.com
Uses:
- General / day-to-day
- Audit stage
- Activity monitoring / buzz
Tip:
- Make these the tools the
foundation of your listening
efforts

25. Netvibes
@TiffanyStJames

26. iGoogle Dashboard

27. Hootsuite
@TiffanyStJames

28. Hootsuite

29. Hootsuite
@TiffanyStJames

30. Exercise

31. The Brief
• By the end of the afternoon
• Effective listening
• Gain insight
• Develop or amplifying a social footprint
• Yours
• Your agency
• A client's business
@TiffanyStJames

32. Process
• Choose a social footprint
• Use some of the tools and methods
• Listen and gain insight
• Choose one insight, a few insights
• Use the insight to develop the footprint

33. Listening and Engagement Plan
Objective – Key Audience Platforms + Activity Timings Measurement
SMART Tools
To listen to Squared 2012 Twitter Set up a columns 3 times a day Klout rankings
#Squared2012 participants who for
Hoot suite Volume
daily to are using #Squared2012
understand the #Squared2012 on Shift over time of
Twitter
level of use of twitter individuals
participants
social media
listening tools of and revue their
Squared2012 presences
participants
@TiffanyStJames

34. Resources

35. Resources you like
http://www.simplyzesty.com/ http://www.freshnetworks.com/blog/
http://socialmention.com/ http://www.christopherspenn.com/
http://www.spezify.com/ http://www.socialmediaexaminer.com/
http://www.tweetfeel.com/ http://socialmediatoday.com/
http://www.icerocket.com/ http://www.socialmediaexplorer.com/
http://addictomatic.com/ http://www.conversationagent.com/
http://www.semrush.com/ http://www.bethkanter.org/
http://technorati.com/ http://socialwayne.com/
http://smedio.com/
http://askaaronlee.com/
@TiffanyStJames

36. Listening tools
– http://www.google.co.uk/
– http://blogsearch.google.com/
– http://www.google.com/realtime
– http://www.google.com/alerts
– http://search.twitter.com/advanced
– http://www.socialmention.com/
– http://www.netvibes.com/
– http://addictomatic.com/
– http://listorious.com/
– http://technorati.com/
@TiffanyStJames

37. Further Resources
• Book Recommendations
– Social Media ROI - Olivier Blanchard
– Creative Mischief - Dave Trott
– Grouped - Paul Adams
• List of social media stats resources: http://delicious.com/gemmawent/stats
• Global Web Index Light: http://globalwebindex.net/explore-the-data/data/lite-tool/
• Global Web Index on Slideshare: http://www.slideshare.net/Tomtrendstream
• IBM guidelines
• Link to Mashable How To's
• Twitter etiquette
• People to follow on G+:
– Beth Foster
– Vic Gundotra
• Blogs: wearesocial.net
@TiffanyStJames

38. Thank you, let’s keep talking
Tiffany St James
tiffany@stimulationltd.co.uk
@TiffanyStJames

39. Digital: • strategy • training programmes • social engagement • amplification