A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.

1. Social Listening
Social Business Agency
Thought Provoker
April 2, 2012

2. Today’s Agenda
• Introduction
• Overview of Listening
• Social Listening in Business
• Process and Approach
• Case Studies
• Social Listening Tools
• Sysomos Listening Demo
• Questions

3. Introduction

4. Hello
James Davidson
Vice President – Digital & Community Strategy
7summitsagency.com
@jdavidson
LinkedIn

5. Who is 7Summits?
Social Business Agency
+
FOUNDED
2009
Strategy
Experience
TEAM
35+
+
1 million+
CURRENT
Technology AUDIENCE
REACH
+

6. SOCIAL MEDIA FOR BUSINESS
Engage Customers, Employees,
and Partners to Build your
Business
Customers Employees / Enterprise Partners
✓ Brand and Reputation ✓ Corporate Communication ✓ Supply Chain Management
Management ✓ Social Collaboration ✓ Sales Enablement
✓ Social Marketing ✓ Sales Enablement ✓ Social Intranets
✓ Social Commerce ✓ Product / Service Development ✓ Social Extranets
✓ Customer Support ✓ HR, Recruiting, and Employee
Communities Development
✓ Events ✓ Intranet / Portal Evolution
✓ Customer Loyalty &Retention ✓ Social Press Room
Destination Communities

7. Overview of Listening

8. Social Business
Social Relevancy Social Enablement
Product
Mobile Develop- Sales
Open
ment Marketing
Social
Engagement
Website Commerce
Company
Search
Social Listening
Managed
Social
Customer
Owned HR
Support
Media
Permeating the Social Web with your Leveraging social media in the enterprise to serve
products and services while engaging customers, relevant resources, connections and content at
advocates and influencers the moment of need to deliver value

9. Why Social listening?
Companies are trying to monitor a massive volume of information
but feel overwhelmed. Opportunities exist to discover:
• Real time consumer insights
• Industry trends
• Competitive intelligence
• Sales leads
• Marketing opportunities.
Customers and prospects are commenting and asking questions
regardless of an organizations’ participation in the conversation.
Vast amounts of information, make it difficult to identify
stakeholders’:
• Preferred social media channels
• Strategies for engaging them.

10. What is social listening?
• Social listening, is the process of identifying and assessing
what is being said about a company, individual, product or
brand across all social media channels including; Facebook,
Twitter, Blogs, Forums, News, Video sites, Photo sites, etc.
• Information is collected, filtered, and analyzed to provide real
time research that a business can use for intelligence.
• Common Measurements Include:
– Sentiment
– Share of Voice
– Conversation Mapping
– Volume
– Advocate/Influential Platform Identification

11. “Listening” & Measurement

12. What Listening Platforms Do
Find the audience that matters to you.
• Get access to direct consumer feedback -
unbiased, unfiltered, immediate
• Gain a richer understanding of consumer
interaction and influence on the social web

13. Social Listening Dashboards

14. Social Listening in Business

15. Purpose / Opportunity Statements:
Business Need/Opportunity How Social Listening Can Help?
Identify where and how a company’s Enables companies to get a definitive list of social
target audience is using social media media outlets where customers are engaging
(e.g. blogs, communities, social networks)
Facilitate connecting and Enables connectedness by allowing employees to
communicating of customers and locate relevant conversations across the social
employees web and interact (e.g. outreach, lead generation)
Reduce customer service operation Decreases volume of support calls by heading off
costs. negative posts + common questions in social media
Increase customer satisfaction Enables authentic two-way conversation with
customers.
Provide contemporary way for Becomes a way to capture and incorporate real-
customers to give feedback & share time ideas, feedback, and customer driven
ideas. innovation.

16. Social Media Highlights - Forrester US Interactive
Marketing Forecast, 2011 To 2016
Forecast: US Interactive
Marketing Spend Forecast: US Social Media Spend
Highlights:
• Social media management is relatively low-cost
• Search budgets will move to mobile and social networks overtime
• Listening will develop into social intelligence.
• Interactive channels will only further out-perform offline channels

17. Corporations are investing in real-time social media
intelligence

18. Process and Approach

19. Social Listening
Source: The Relationship Economy

20. Our Social Listening Approach
Social listening analysis is developed through an intensive process of analysis and data
refinement.
Our Approach Listen
Filter
Analyze
Recommend

21. Insurance Provider - Search versus Social
Search Social
How Insurance Provider targets consumers with How consumers are talking about
SEO for “Dental Care” + “Dental Insurance” “Dental Care” + “Dental Insurance” in Social
Illustrative keyword topics driving website Top Conversational Topics In Social Media:
traffic:
• Brand: Insurance Provider • Cost
• Product Type: Dental, Vision, Individual • Comparison Shopping – Provider A vs. B
• Price: Affordable, Quote VS • Coverage
• Need: Procedure, Preventative Care • Oral Health
• Locations: Illinois, Alaabama • Employment Status
• Information: ADA codes, benefits, • Provider Recommendations
terminology
Takeaway: Aligning Search and Social marketing key words and phrases will
improve overall online relevancy: Seed the conversations in social that are
targeted in search and include relevant topics to drive online relevancy.

22. Case Studies

23. Case Study: Southwest Airlines
Customer Service and Acquisition
• Southwest Airlines conducts
Social Media Listening and
continued monitoring of their
brand as well as their
competitors (United Airlines,
American Airlines, etc.)
• When they find a disgruntled
customer of their own or their
competitors’, they actively
reach out through social media
trying to resolve their issue
Takeaway: By reaching out to dissatisfied customers, Southwest has been able
to grow their own fan base and delight their existing customers while acquiring
new ones.

24. Case Study: BP
Reputation and Disaster Management
• Prior to the oil spill in April 2010, BP did not actively use
their Social Media accounts.
• Regardless, overall sentiment for BP was favorable.
BP Sentiment: January 1, 2010 – April 20, 2010 (Source: Sysomos.com)

25. Case Study: BP
Reputation and Disaster Management
After the spill, positive sentiment for BP dropped to just 16%,
while the number of mentions increased by nearly 6X.
BP Sentiment : April 20, 2010 – July 15 (Source: Sysomos.com)

26. Case Study: BP
Reputation and Disaster Management
• BP’s lack of a social listening and response mechanism caused their crisis
management to spin out of control
• After the spill, it took BP 7 days to respond on Twitter
• Parody Twitter account @BPGlobalPR became the top organic search
result when “BP PR” or “BP public relations” was Googled
– This account further hurt BP’s online reputation, and meant BP no
longer had control of their brand.
Takeaway: By not having a social listening program and a disaster recovery plan
in place BP created significant damage to their online brand and reputation and
a perception they didn’t care

27. Case Study: Nike
Product Innovation
Nike leveraged social listening tools to gain
insights from customers into cross trainers and
used that information to reposition the product
for stronger revenue generation.
Insights gained from social listening informed
creation of a running sensor and iPhone
application that allowed consumers to
challenge friends to a virtual race - moving the
brand position for cross trainers to be more
competitive.
Participants were also more likely to join the
Nike Running community where they where
exposed to more products creates sales
opportunities.
Takeaway: By connecting social media insights with product
managers Nike managed to generate a profitable new product line.

28. Social Listening Tools

29. Professional Social Media Listening Tools

30. Free Social Listening Tools
• Social mention: Real-time social media search and analysis:
• Trackur – Free simple reputation monitoring
• Board Reader – Searches forums, blog posts, images, and blogs
• Google Alerts – Receive email notifications based on your search queries
• Twitter Search – Search tweets real-time by keyword, hashtag or user
* Even though there are some free tools, they are not as comprehensive or in-depth
as the paid ones, and their functionality decreases as many begin charging fees.

31. Sysomos Listening Demo

32. Thank You.
Social Business Agency