Keyhole improve business through social listening course.

8 Ways to Grow Your Business Through Social Listening
8 WAYS TO GROW
YOUR BUSINESS
THROUGH
SOCIAL LISTENING
BY
KEYHOLE.CO

Click the page number at the bottom of any page to return to the table of contents.
Table of Contents
Introduction................................................................................................................ 1
Measuring Campaign Success & Research..............................................2
How Manu Chatlani and his team at Jelly monitor campaign success................................................. 2
Using social listening for academic research........................................................................................... 4
Brand Monitoring example: Hanna Bankston and her team at Grand Hyatt NY............................... 6
Gain a Better Understanding of Customers & Boost Revenue............11
Let’s track #EWECisME to understand its audience............................................................................. 12
Competitive Analysis............................................................................................16
How MasterCard would use Quick Trends for competitive analysis on Twitter................................ 18
Risk and Crisis Management.......................................................................... 20
How to manage a crisis Uber if #DeleteUber didn’t exist.................................................................... 24
Inspiring Content for Campaigns................................................................ 27
How social listening inspires content for the BottleRock music festival............................................28
How PROJECT 375 Monitors Conversations Around Mental Health...................................................29
Product Innovation..............................................................................................30
How FITCRUNCH® uses social listening for product innovation........................................................30
Finding, Connecting with & Managing Influencers............................32
How HireInfluence runs Award-Winning Influencer Marketing Strategies via Social listening.......32
Conclusion................................................................................................................35
Glossary of Terms.................................................................................................36

1
Introduction
Marketers get rewarded to make noise and get people’s attention. You’re rewarded with likes
and comments, shares and retweets, upvotes and views (and maybe even ad revenue) for
standing out on various social networks.
But, who gets that type of attention for being a good social listener? Who gets paid for listening
to what customers say on social? Smart marketers, that’s who.
Listening effectively earns you accolades. You get to know your audience on a deeper level and
start making smarter marketing decisions. The effectiveness of your personalization skyrockets
to a new level, which leads to better marketing ROI.
Colleagues will recognize and respect your informed perspectives, and executives will trust and
value your data-driven input and be more likely to promote you over other applicants. There are
rewards on both sides — making noise well enough and listening attentively. To make noise —
you know, the type that inspires and uplifts — being meticulous is paramount. You need to know
what resonates with consumers, to delight and entertain, but also to avoid what they might boo
you for. To do that, you need social listening at scale.
Social listening and monitoring (yes they are different terms as you’ll soon find out) are critical
for every business.
Social monitoring focuses on consumers’ reactions to your brand’s content across the various
social networks. How does your audience respond to your posts? What are the comments on
your posts? Why did one of your posts get more engagement than another? That’s social
monitoring; it is all about your business’ content on social and its performance.
Social listening, conversely, includes the objectives of social monitoring but expands into
conversations outside of your control — in other words, it covers your posts and User
Generated Content (UGC). Social listening might also mean analyzing your competitors’ posts on
social, looking at popular industry keywords and hashtags (e.g. fashion, instafashion, #ootd) to see
what actionable insights you can gather from those sources to incorporate into your strategy as
well.
Since social listening encapsulates monitoring, it is the focus of this book.
Here, you’ll learn eight top ways that brands grow their businesses using social listening.
Let’s get started.

2
Measuring Campaign Success & Research
Measuring campaign performance is a powerful tool for businesses using social listening effec-
tively.
It can help you identify what is and isn’t working with your campaign, ultimately allowing you to
pivot when necessary and helping you put your resources where they will have the most impact.
Think about it. If you were selling chocolate-chip cookies and certain days you ran out of stock
and other days, packages languished on the shelves, in both cases, you are losing sales. But if
you could see what days and times the highest sales were taking place, you could have the right
amount of cookies available to take advantage of the peak sales periods, and avoid losing sales
on other days due to the cookies not staying fresh. The same concept applies for running
effective campaigns on social media, and marketers are learning they can use social listening to
help them run profitable campaigns.
Not everyone has caught on, but you can be one of the savvy ones. Through social listening,
marketers are seeing which campaigns they should stop or pivot in, as they are showing little to
no return on investment (ROI), and which ones they should keep running or invest more
resources into — as they’re getting the company great results.
In general, the more successful a campaign is upfront, the more likely it is to keep earning great
ROI if it continues running. This is why 77% of company respondents agree the initial success
of specific advertising campaigns should drive the level of budget allocated to them.1
In other
words, a rising engagement rate during the early stages of a given campaign signals success and
means it is safe to keep pouring more money into it. It’s important to note that the early signs of
low ROI don’t necessarily mean the whole campaign is a bust, but can also be an opportunity to
re-strategize and change direction.
For example: here’s how Manu Chatlani and his team at Jelly
monitor campaign success.
Jelly is a digital agency in Chile founded by Manu Chatlani. The agency runs marketing campaigns
for brands like Groupon, Revlon, Toyota, and Lenovo — to name a few. They are a great use case
to consider for campaign monitoring, as the team believes in the notion of “rested brains” —
meaning employees in the agency get enough time to put up their oars, so to speak, when
needed. Jelly also understands the value of reflection as part of a productive process.
Chapter 1
1
“REPORT: How Modern Marketers Measure Advertising Effectiveness ....” 11 Jul. 2017,
https://blog.adstage.io/2017/07/11/measure-advertising-effectiveness/.

3
Working with “rested brains”, they can think clearly and run expert campaigns that capture the
attention of their target audiences. Recently, the agency ran a 90-day awareness campaign for
one of their clients, and it reached over four million people, resulting in 23 million impressions.
These results were no accident. Manu and his team didn’t keep pouring money into this
campaign simply hoping it would reach millions of people. Instead, they built this success
through data-driven strategies. Using real-time campaign performance data, they were able to
optimize the campaign along the way and make a decision to keep investing in it for the duration
of the 90-day period.
For example, this is a view of the campaign’s hashtag performance at two weeks:
In two weeks, the campaign had made two million impressions, reaching almost 600,000 unique
consumers. This signaled clearly that this campaign was ramping up for success and that their
current strategies were working. In response, the Jelly team kept the campaign on the course
and reached an impressive number of people.
“Keyhole gives you a
simplified view of what’s
happening with a current
issue. It’s like an X-ray at
an emergency room. I can
know right away if a
campaign is working or not
without having to take in
the full volume of the
conversation.”
— Manu Chatlani
It is worth noting that as
hashtags are used publicly
you can easily track any
hashtag campaign using social media listening. This creates a great opportunity to track your
competitor’s campaigns to see what is and isn’t working for them, and what ideas you can apply
to your own strategies.
But, is social listening just for brands and marketers? No. Academics can also successfully utilize
social listening for research purposes. Here’s a case in point.
How did they get such data? This is where social listening tools take the stage.
For Jelly, Keyhole was their choice.

4
Using social listening for academic research
Dr. Kathryn Blevins is an Associate professor of Journalism and Mass Media at the University of
Idaho. In her research paper, “The Women’s Convention: Reclaiming a Movement”, she seeks to
uncover how the Women’s March movement went so viral that it mobilized and earned the
attention of millions of people in the United States.
Specifically, Kathryn analyzed posts on Facebook, Twitter, and Instagram to understand how the
movement was able to gather the much-needed resources for the Women’s Convention of 2017.
Using social listening — via Keyhole — she was able to uncover the following:
• 101 posts were made from the Women’s March central Facebook page mentioning the
Women’s Convention — two months before the convention.
• At the same time that these mentions were made on Facebook, 86,000 posts tagged with
#WomensConvention reached over 142 million people on both Instagram and Twitter, with
over 460 million impressions.
• Dr. Blevins also found that five different types of resources were solicited for via the
Women’s March Facebook page, ultimately leading to the convention’s success.
Click here to read the full use case.

5
Social media is a challenging medium to research manually because of the sheer volume of
conversations that have to be taken into consideration when building a hypothesis. Luckily,
social media analytics tools like Keyhole can provide a solution that helps save hours and
hours of time.
According to Dr. Blevins, many researchers don’t use social listening tools like Keyhole because of
their training in social sciences, but she believes that this is changing already:
“A lot of social media researchers gather data manually. Mostly because most of us come from a
social science background and we’re not used to being able to use a lot of software. This idea of
being able to gather live info on a huge scale is something we are not used to. While this
software is usually used by advertisers as part of their in-depth social-media analytics, it holds
valuable insights for social media research as well.”2
2
“Blevins, “The Women’s Convention: Reclaiming a Movement”

6
Gone are the days when brands have no way to track how customers feel after using their
service or product. They had to always fly in the dark. For example, if you’re selling a soft drink
like Coke, there was no way to track whether a customer drank a bottle and decides to share
how much they may have enjoyed it (or how much they didn’t) with their friends and family.
Brands had no way of listening to what customers were preaching about them, but the concept
of social listening has now changed the game. Today, businesses can see what hundreds,
thousands and even millions of their customers are saying about their brand. They are able to
track conversations about their brand and discover the various sentiments (good or bad)
consumers have toward their brand or industry, which eventually contributes to their revenue.
Brand Monitoring example: Hanna Bankston and
her team at Grand Hyatt NY.
Hanna and her team of marketing experts at Grand Hyatt work in a stiffly competitive space —
the hospitality industry. It’s an industry where customers and their decisions are in great part
moved by their overall experience: what they see, feel or touch during their stay. You know, the
type of industry where customers are actually always right.
At the end of the day, their feelings determine which hotel they vibe with and patronize. So, it’s
fair to say that Hyatt operates in a hugely sentiment-driven industry, and Hanna and her team
rely on social listening to ensure that their reputation is always intact and positive and that any
negative sentiments never get blown out of proportion.
Brand Monitoring and Brand Health
for Better Revenue
Chapter 2

7
They created a hashtag — #LivingGrandNYC. Their customers use it to share User Generated
Content (UGC) while or after using their hotel and to share posts about their experiences with
the rooms, surroundings, and other interior and exterior aspects of the hotel on social networks
— Instagram and Twitter especially.
Using Keyhole, the Grand Hyatt NY marketing team is then able to track what consumers post with
#LivingGrandNYC and see how best to serve their customers best and grow Hyatt’s revenue.
Hanna says: “When it comes to tracking our various hotel hashtags, Keyhole is far and away the
best platform available… it came highly recommended at various digital conferences I’ve
attended and from corporate colleagues I work with.”3
She tracks the Grand Hyatt NY brand using three Keyhole features:
Weekly Recap
This feature helps Hanna figure out which user-generated-posts amassed the highest
impressions and engagement every week. She says “Weekly Keyhole reports show me what
UGC and hotel-curated content has reached the most people in addition to which posts have the
highest engagement.”
3
“How The Grand Hyatt NY Optimizes Travel Experiences with Keyhole.” 13 Aug. 2017,
http://keyhole.co/stories/grandhyattnewyork/.

8
Weekly Recap (cont.)
A weekly social listening recap
from Keyhole looks something
like this (still using the
#LivingGrandNYC example).
Every week, you get to see
which posts and influencers got
the highest engagement for you
respectively. You also get to see
the users that are most highly
engaging with the UGC posted.
You can then both gauge the
overall sentiment of your
customers to see if you are
building a positive experience
for them, and also share the
best UGC out there on your own
accounts as social proof.
Intelligent Notifications
Intelligent Notifications are a valuable tool for real-time marketers like Hanna. Real-Time
Marketing = Optimizing campaigns as they run, and not just launching and assessing outcome.
This can impact your revenue greatly.
Here’s how they work: if there’s an upcoming spike in activity (as in, if the Keyhole AI detects a
lot of people are about to use your hashtag or have started using it already), or the Keyhole AI
detects post with negative sentiment is made about your brand, you automatically receive an
Intelligent notification in your inbox, and can react to the post before the negative sentiment
escalates. Real-time can help your marketing be reactive and in keeping with moment-by-
moment shifts of tone in conversations.
This notifies Hanna when there’s a spike in the mentions of #LivingGrandNYC or any set of
related terms. For example, Reverend Jesse Jackson once visited the hotel and a tweet about his
visit got four million impressions. Hanna got the alert and was able to take advantage of the
situation — which would have been almost impossible without the alert.
Using Keyhole, you can set Alerts to send you notifications of spike activities weekly, daily or
was-it-happens. And of course, turn the notifications off when you need to.

9
As shown here, you can also set Alerts to send
email notifications to up to five people on your
team. This way, if one person misses the
notification, others will get it.
Also, you can set Alerts to notify your team only
when certain users (with at least X followers) or
certain posts (with at least X likes or retweets)
are being posted using your keyword or hashtag
on Twitter, Instagram or Facebook.
Three more key things Alerts do for your team:
1. Notify you when there’s an X% increase in
the number of your posts compared to the
previous seven days.
2. Alert you when there are more than a cer-
tain number of posts mentioning your set
keyword(s) or hashtag(s).
3. Track and notify you about posts with neg-
ative sentiments, so you can act fast and
manage not-so-happy fans or
consumers.
And then, the tool also helps to predict when a
spike in activity is imminent. You can turn that
alert on if you want as well, and be prepared for
possible incoming waves of activity.

10
Social Listening
As mentioned in the introduction section, there’s a difference between ‘social listening’ and
‘social monitoring’. While social monitoring entails tracking patterns and seeing who’s
responding to your brand’s posts on social, social listening is much more active; it doesn’t only
involve tracking the patterns of your own posts, but listening to what’s going on in your entire
industry — whether those conversations are around your posts or not.
Hanna describes how social listening — via Keyhole — helps her to not just see social media
conversation patterns but actually look into what her customers interests are: “Keyhole gives
me a strategic look into what my customers’ interests are, where they spend their time while
on-property, and their overall sentiments regarding their NYC travel experience.
Read her full story here.
To recap: brand listening simply helps you see what your brand’s reputation is like online at any
given time. In the end, better reputation = stable and better revenue.

11
Understanding consumers is everything when it comes to making them happy. When you
understand them, you can personalize your product or service to their specifications and needs.
And nothing makes customers happy more than them seeing your offerings specially designed
(personalized) for them.
78.6% of consumers say they are only likely to engage with a brand using coupons or other
offers if those promotions are directly tied to how they have interacted with the brand
previously.4
This can include sending offers via email, mobile, or social media after they have
visited a brand’s website, or tailoring communications from the products viewed or purchased.
Consumers want you to understand them to the point that even if you have millions of other
customers, you are speaking to them personally. And so it seems some brands just understand
you better than others. Google, for example, is awesome at providing you highly likely
suggestions of what you’re looking for:
They just seem to already know what you are thinking. This is because they put in the effort and
resources to understand their users and use things like Machine Learning to predict what their
users want before they ask for it. They analyze how other users like you search for the same
terms to see what you may be looking for. The result is suggestions that fit your previous history
on the internet as well as the broader and deeper topics all people conducting similar searches
might be interested in.
Many other organizations are catching up with understanding consumers as well in order to
improve their business. Take the United Nations, for example.
Gain a Better Understanding of Customers
and Boost Revenue
Chapter 3
4
“Consumers to Brands: The Louder You Scream, the Less We Care.” 22 Jun. 2015, https://www.marketo.com/
newsroom/press-releases/2015-06-22-Consumers-to-Brands-The-Louder-You-Scream-the-Less-We-Care/.

12
How the United Nations understands their audience with social
listening
The United Nations established a movement called Every Woman Every Child (EWEC) to help
sustain the health of moms and children worldwide. Much of the work the EWEC social media
team does is advocacy — teaching people about the critical need for women and children to be
especially cared for and spreading valuable educational health information that reaches a
diverse global audience. In the end, their goal is to reduce maternal and child mortality.
And so, the need to understand their target audience arose. The team wanted to understand who
their target audiences were, where they‘re from, the devices they use, and so on. They asked
questions like:
• What is our demographic split in terms of geography, gender, sentiment?
• Are we reaching enough men and boys as well as women and girls, and if not then how can
we improve?
• What devices are people using to access content?
• How effective are our partnership engagements?
Using social listening — via Keyhole — the team is able to answer these questions. Let‘s see this
in action. We‘ll track one of EWEC‘s hashtags to see how people engage with the movement and
who they are.
Let’s track #EWECisME to understand its audience
But first, here’s a little background about the
hashtag. #EWECisME is used by people who
support the movement and want to amplify its
message to their followers.
According to the World Health Organization
(WHO): “Every Woman Every Child is ME” is the
belief that we are all united as individuals around
our cause and that the health of women, children
and adolescents affects us all. From health
workers to CEOs, how we champion Every
Woman Every Child commitments may be
different; but our actions contribute to the same
vision. This is the hashtag that is used by every
participant of the movement to amplify its
message on social.”5
5
“WHO | “Every Woman Every Child is ME” - World Health Organization.”
http://who.int/life-course/news/ewecisme/en/.

13
Okay, let’s begin tracking, starting with demographics: geography, gender, and sentiment.
Here are the locations where people who post (mostly tweets) using the hashtag are from:
Next, gender: what percentage of the movement’s audience are men vs. women?
You can hover over any part of the map and
you’ll see what percentage of your audience
is posting from which area. For example,
4.8% of EWEC’s audience is posting from
Canada.
Currently, the majority of Every Woman
Every Child’s audience are women —
73.1% of them. If they implement
campaigns with a goal to reach more men,
they can continue to observe this chart to
gauge its success. Over time, they should
see a more balanced distribution of gender.
You can hover over any part of the map and
you’ll see what percentage of your audience is
posting from which area. For example, 4.8%
of EWEC’s audience is posting from Canada.

14
Next, sentiment. The team wanted to know: what’s the overall sentiment of users who post with this
hashtag? Do we have more negative, positive, or neutral sentiment from people in this campaign?
Now that we know what percentage of men and women this campaign is reaching, their various
locations and their sentiments about the campaign, let’s see what devices they are using to post
about it.
People have more positive sentiment in
this campaign than negative and neutral,
which is expected— because who would
publicly have negative sentiments towards
a movement that helps to reduce maternal
and child mortality? Nevertheless, brands
customers are often surprised by their
sentiment scores, but they can learn a lot
from them. Even NGOs with undoubtedly
positive missions often get some public
scrutiny and negativity from people who
think things can be done differently, better,
etc. from an outside perspective.
This chart shows that most of the people
posting with #EWECisME on social use an
iPhone, with Desktop users coming in second
and Android users third. This can help guide
outreach strategies and decisions like how to
optimize websites: desktop or mobile-first?
What type of images or even emojis to use?
Some only work on some devices and you
don’t want your users seeing missing content
fields

15
The team can also see their most influential participants (and influencers) and recent users at a
glance:
Want to see who your most influential influencers and users are? Try Keyhole.
Influencer partnerships can be hugely important for NGOs. Often celebrities and other people
of influence will become ambassadors for NGOs such as UNEWEC or UNICEF to create advocacy
and brand awareness.
The accumulated data helps the team to know who their audience is, what type of content they
like and what they don’t, the time of the day to better reach them and even how to reach them.
They can then interpret the data and use it to plan a great social media marketing strategy that
impacts their revenue.

16
Competitive Analysis
If your business has no competition — you know, if you’re selling gold made out of rainwater —
you don’t need competitive analysis.
That’s every marketer’s dream! But it’s difficult to find any business that doesn’t have at least
one rival. Virtually every brand has competitors in all shapes and sizes: big, medium and small.
It’s not something marketers have any control over; anyone can decide to start selling your type
of offerings for whatever reason best known to them.
Competitors can kick you out of your market. That’s the #1 reason to analyze them at specific
points in time. They can run a campaign that will make consumers forget you for a long time.
And if they run such campaigns multiple times, your brand stands a chance of being forgotten
forever — or simply beat at the game if you take no action.
With social listening, you can do your competitive analysis in a fast, cost-effective and
always-timely way, see what competitors and other businesses are doing right, and stay at the
top of your own market. Take the #GAAD campaign as an example.
Analyzing your competitor’s campaign performance
using social listening
Social listening helps you analyze a campaign’s performance — whether it be your brand’s
campaign or a competitor’s. In this case, let’s assume that you’re a digital agency, and the L.A.-
based Diamond agency6
is your competitor. Diamond is a digital agency for enterprise
businesses founded by Joe Devon. In 2011, Joe launched an initiative called Global Accessibility
Awareness Day7
— to commemorate a day yearly where everyone is talking, thinking, and
learning about digital (web, software, mobile, etc.).
Using social listening on open platforms like Twitter, you can easily track the performance of
their campaigns.
Using Keyhole, we can analyze the recent GAAD Diamond campaign, which calls for global
accessibility awareness. The company chose to anchor all online conversations through the
hashtag #GAAD. This provides a listening opportunity to track the hashtag and measure its
performance. Imagine the scenario as if Diamond were your major competitor.
Chapter 4
6
“Diamond Web Services.” https://dws.la/.
7
“Global Accessibility Awareness Day Background.”
http://www.globalaccessibilityawarenessday.org/background.php.

17
May 17th marked the seventh GAAD ever, and the campaign hashtags were #GAAD and
#GAAD2018. Since the agency is your competitor, you want to track their hashtag’s performance.
Using Keyhole, you can see how many users are posting with their hashtag, how many posts
they’re making, how many impressions they’re seeing, what their reach is and more.
Here’s #GAAD’s performance view between May 16th and 17th — using Keyhole:
Within two days, #GAAD2018 had seen over 222 million impressions, 13,000+ posts, and reached
108 million unique users. Using the tool, you can also see which times and days your competitor
(Diamond digital agency, in this case) hashtags got the highest engagements:
May 17th was when the campaign’s engagement began to climb. But the highest engagement
rates were recorded just a few hours before 4 PM through 8 PM on the same day. Remember,
the tools works with whatever time zone you’re working with.

18
Essentially, with social listening, brands get a bird’s-eye view of how your competitor’s campaigns
are performing in real time and can dig deeper into relevant analytics, too.
With insights from competitor analyses, you can see whether to keep investing in your existing
campaigns or pause for a bit to re-strategize and, put simply: steal from the best and make it
your own.
Another competitive analysis feature to take advantage of in Keyhole is Quick Trends. This is a
tool that helps you see how trendy your hashtag is compared to your competitor’s on Twitter. For
instance, see how a brand like MasterCard would use Quick Trends to measure how one of their
campaigns stack up against a major competitor’s campaign (Visa Card’s) on Twitter.
How MasterCard would use Quick Trends for
competitive analysis on Twitter
MasterCard is a multinational financial services corporation headquartered in New York. They
have a couple of strong competitors, but a major one of them is Visa. These two brands run
social media campaigns from time to time, to ensure they stay top of mind for their customers.
And Twitter happens to be a platform where these brands execute many of their campaigns,
two of which are #TeamVisa for Visa and #AcceptanceMatters for MasterCard. How would each
of these brands measure how much buzz their campaign has created against the other brand’s
campaign over time?
Quick Trends in Keyhole can be used by both MasterCard and Visa to track their share of voice
on the Twitter platform.

19
First, you’d need to enter a hashtag, keyword or account (we’re using hashtags in this case) in
the Quick Trends feature and you’ll see a graphical representation of the buzz you’ve created on
Twitter over time. Then you can start adding other competitor hashtags as needed, to layer their
campaigns and your own.
Once your results are in (in seconds), you’ll see exactly how much buzz your campaign has
created in this time frame:
As stated earlier, you can also track keywords like brand names. Let‘s take a look at Nike vs. Adidas.
Apparently, within 30 days, there
have been 109 posts on Twitter
with #TeamVisa while MasterCard‘s
#AcceptanceMatters got 261 posts.
Over the past thirty days, Nike has
been mentioned in over 2.5 million
tweets while Adidas was in 1.2
million tweets. This helps brands
visually see how they measure up
against their competition on
Twitter. You can track as many
competitors as you like in this way.

20
Risk and Crisis Management
Every brand makes mistakes; that’s a given. You will make mistakes, both indoor and outdoor —
you know, the type that gets witnessed by every Tom, Dick and Harry. Indoor mistakes have less
impact compared to outdoor ones.
Unfortunately, consumers don’t take outdoor mistakes lightly. They click through negative
headlines the second they get published.
Fortunately, you have social listening at your disposal.
In a study by Alan Manning of Brigham Young University and Nicole Amare from the University
of South Alabama, USA, participants were approached with two sets of bad news — one set was
“diluted bad news” and the other, “pure, un-sugarcoated, undiluted bad news”. They were then
asked to rate the quality of sets of news they just got. It turns out most of the participants said
they preferred that the bad news wasn’t sugar-coated.8
It’s almost as if the participants crave
horror stories.
The “worse” the news, the more we want to know about it. It’s just how we’re wired. Consumers
have a special affinity for bad news, and so they travel way faster than positive ones.
You want to control bad news about your brand as fast as possible. And this is where social
listening comes in. One major key to successfully managing crisis and risk online is your ability
to see when a topic starts becoming trendy. The faster you notice the trend, the better you’re
able to handle it before it blows out of proportion.
Using the Alerts feature on Keyhole, you can be notified as soon as someone makes a single
negative post about your brand, and prevent a trend from forming. You can also receive timely
notifications when a topic begins to trend on social. For example, let’s see how digital agency
Sitrick and Co. handles crisis and risk management for its clients — via social listening.
Chapter 5
8
“Bad news first: How optimal directness depends on what is negated ....”
http://ieeexplore.ieee.org/document/8013959/.

21
How Sitrick and Co. manages crisis for its clients using
social listening
From experience with clients ranging from CEOs to the estate of Michael Jackson, Sitrick and
Company is a true authority in the crisis communications space.
With over one thousand clients, the agency needs an easy way to not only track their clients’
reputation online but also provide a great reporting solution for their clients. So, long story
short, they turned to Keyhole. Brian Gicklich, Chairman of Digital Practice at Sitrick and Co., says:
“Keyhole is easiest when you need to generate the kinds of reporting we need, and you’re frankly
more accurate.”
For confidentiality sake, we cannot reveal the actual client accounts the agency works with. But
for example, let’s say the agency is doing crisis management for UBER. To do their job well,
Sitrick and Co. will be monitoring UBER accounts on all social platforms, including all the
hashtags associated with the brand.
Now, I think you probably remember the huge social media crisis behind #DeleteUber. It was one
of the most powerful consumer-led boycotts ever made against a brand. They created a hashtag
specifically to end UBER, and it had a huge impact on app downloads and deletes, though the
company is still thriving today regardless.

22
Using Keyhole, the agency would have been able to see what sentiments people were registering
towards this campaign and could have even addressed the very first time that anyone used the
#deleteuber hashtag. They also would have had insight into the angriest (and most influential)
customers on the block, what they were saying, keywords and hashtags related to #DeleteUber,
and much more inside information that could have saved them a lot of trouble.
For instance, here are the hashtags used by
other unhappy UBER customers that are
related to #DeleteUber.
You can see the keywords associated
#DeleteUber — with the most popular ones
in bold and bigger letters than others.
This can guide you to know there are parallel
conversations where consumers are also
unhappy with Uber, and where to look.
You can also track all the influencers engaging the hashtag or posting with it, and try to appease
them before they influence their huge following:
You can view these influencers in particular, sorting from the ones with the highest posts,
average engagement, followers, impressions or exposure (impressions from users +impressions
from retweeters and reposters). Plus you can select the platforms your influencers are on at the
top right corner of your screen — as shown on the next page.

23
For instance, here are the influencers using the hashtag sorting from those with the highest
number of followers:
Or you can sort for influencers by the average level of engagement they’re getting:
Sorting for influencers with the highest impressions also follows suit; you can sort for
influencers by the number of impressions they get.
More importantly, you can see the percentage of total negative and positive sentiments, which
gives you a bird’s eye view of your overall reputation score.
But what if there was no #DeleteUber — a special hashtag used by Uber’s angry customers.
How would you track unhappy customers for Uber?

24
How to manage a crisis Uber if #DeleteUber didn’t exist
It’s easy for Sitrick and Co. to track #DeleteUber and manage UBER crisis through it. This is
because, most times, any user who posts on social using #DeleteUber is bent on sharing a
horror story about the brand. But what if the hashtag didn’t exist? What if anyone sharing their
bad experience with UBER was using #Uber and not #DeleteUber? In that case, you might not be
able to generalize that everyone using #Uber is saying something nice or otherwise.
How would you manage crisis for a brand that doesn’t have a special hashtag used by angry
consumers — a brand where both happy and angry customers use the same hashtag to share
things about the brand online?
Solution: you can enter your brand keyword or hashtag into Keyhole, and see the amount of happy
vs. unhappy customers. Consumers use various keywords online to share their experiences with
Uber online. You can use these keywords to track sentiments and know who’s happy and who is
dissatisfied with Uber.
#Uber is the number one hashtag used by consumers to share their experiences with UBER.
You can enter this hashtag (and/or any other related one) into Keyhole to see the overall
percentage of people who are for or against the brand (calculated using only the positive and
negative sentiment values):
Most consumers using the hashtag
on Twitter have quite neutral
sentiments against, 31.5% of them
have positive sentiments and 17.9%
have negative views. You can dig
deeper into these sentiments if
need be to see what people are
actually saying.

25
As shown above, you can select which sentiments to view and the platforms from which you
want to view them. In this case, we viewed the angry sentiments on Twitter.
And apart from tracking hashtags, you can also monitor what people say when they mention a
brand — you know, @something — via Keyhole. Like you’re listening hashtags for sentiments,
you can do the same for @Uber.
You can analyze the sentiments of posts by consumers when they mention your brand — that is,
what they are saying when mentioning your handle on Twitter, Facebook, Instagram or YouTube:

26
And here’s the overall percentage of sentiment values of consumers mentioning @Uber on
Twitter (and you can monitor sentiments for other social networks, too).
Apparently, Uber has more angry customers than happy ones on social that are mentioning its
handle on Twitter.
When a crisis is not managed fast, the situation blows out of proportion and becomes ugly.
You get bad PR, everyone starts talking about your brand for all the wrong reasons, sales drop,
consumers continue to be upset, and worst of all — competitors get an opportunity to drag you
through the muck publicly, so to speak, and take advantage of the situation for their gain.
All this is not something any brand wants to experience. Depending on their experience with
your brand or product, consumers are now more willing to share on social than ever. So don’t
forget, whatever happens around the world gets captured on social. Just another reason social
listening can be hugely beneficial to your business.

27
Inspiring Content for Campaigns
Imagine having consumers climbing on top of each other, waiting in line for your latest posts.
The better you are at killer content, the more you’re able to drive attention and growth for your
organization. Killer content engages, informs, entertains, and most of all changes the hearts and
minds of consumers.
You’re tired of hearing it, but it’s still true: content is king. Even for today’s adverts on TV, radio, and
social media, ads with killer content perform best. And the effectiveness of content is showing no
signs of slowing down: 65% of respondents in a 2018 survey said their overall content marketing
success has increased (much more/somewhat more) compared with one year ago. The reason for
this is simple: content is about the customer, bare adverts are about businesses. And customers
pay more attention to what’s about them, content.
Here’s a good example of content that
speaks to the consumer.
All consumers are seeing here is a
mouth-watering box of pizza. It’s
done to perfection, it’s warm, it’s
delivered; who wouldn’t love to have
a bite? And that’s what the content is
about — consumers having pizza, as
opposed an ad with something like
“Come and buy the best pizza
in Oklahoma!”
Imagine you have an insight into
what makes killer content for your
customers. You know what makes
them tick and how to get their
attention. In other words, you have
your finger on the pulse and know
what content to create or not create for them. With social listening, you can see what interests
consumers the most. You can see how customers respond to certain topics and optimize your
content efforts accordingly.
Now let’s see how BottleRock optimizes their content using social listening.
Chapter 6
9
“2018 Benchmarks, Budgets, and Trends—North America - Content ....”
https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf.

28
How social listening inspires content for the
BottleRock music festival
BottleRock is a music festival in Napa known for its huge hospitality, the great lineup of artists
and bringing together the best of Napa culture — wine, music, food and more wine, in true Napa
fashion.
They use social listening to see what their consumers are excited about the most. The BottleRock
marketing team, led by Jasa Laliberte, use Keyhole to track the hashtags and keywords that their
audience uses to post about their festival online.
They see which keywords are trending (words in bigger letters in the image above) and the ones
that are just beginning to trend (words in smaller letters in the image above). This helps the team
to understand what types of content their audience considers killer content.
Jasa says, “It is influencing our strategy. As we are moving to figure out specific copy and content,
we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring
out what themes and trends we are seeing...what is being engaged with the most. We try and
find that theme and replicate it.”
For our next example, let’s see how PROJECT 375 gets content inspiration via social listening.

29
How PROJECT 375 Monitors Conversations Around Mental Health
PROJECT 375 is a non-profit organization with a mission to reduce the stigma around mental
illness. “Until now, no one talked about it but we’re changing the conversation,” says Erica Jellerson,
Communications and Events Manager, PROJECT 375.
To understand what content type performs well
for their audience, that is, content that gives the
topic of mental health a positive spin,
PROJECT 375 utilizes social listening to keep tabs
on conversations about mental wellness. For
example, here are the most popular keywords
from the bios of their Twitter followers —
using Keyhole.
These keywords give them insights into the
vocabulary their audience finds useful, valuable,
and that stands out in their minds when dealing
with their mental health. In other words, creating
content or campaigns around health, sports, love,
and self-esteem elicit meaningful interactions
from PROJECT 375’s audience.
You also get to see which time of the day your
content engages your audience the most:
As we pointed out in a recent article, “While
social media platforms are always active, there
are days your audience is more active than most
other days. If your target customers appear to be
hyperactive (in a good way) on certain days, it
could mean those are the days they’re not
bombarded with their jobs, family, or school (if
they’re students). You want to take advantage of
these days and engage them.”

30
Product Innovation
Whether you’re a startup, mid-size, or established business, there comes a time when you will
need to introduce new products to your audience. The need for product innovation may arise
due to a new trend in the market, a change in customer taste, a new industry entrant, or several
other reasons. Change is inevitable. You’ll need to add to or adjust your offerings at some point.
Getting the word out about your new product requires a good marketing strategy, and if you’re
like many other modern marketers, influencer marketing is a major strategy for you. That’s
where social listening now comes in.
Businesses use social listening to see how best to engage their influencer marketing efforts.
A company like FITCRUNCH®, for example, uses social listening to engage with influencers (you
can do this through the influencer tab in Keyhole). This helps them to expand and engage their
customer base, eventually also using the tool to measure their impact.
How FITCRUNCH® uses social listening for product innovation
FITCRUNCH® is a fitness company popularly known for selling delicious chocolate bars.
FitCrunch is one of Keyhole’s oldest users, and after tracking their primary hashtag —
#FitCrunch — for a long time, they saw trends in people using the keywords: Chocolate, peanut
butter, and Costco consistently (at the time, these three keywords were some of the biggest
words in their cloud). This meant that for a long time (over a year!), these were some of the
things FitCrunch customers talked about most. And using Keyhole helped them identify that
trend very clearly.
You get to see the keyword and hashtags that customers use alongside your brand/product
name or hashtag on social.
So, when thinking about the next flavor of protein bar to launch, they chose to follow their
customers’ indirect advice, and they launched a peanut butter chocolate protein bar their
customers asked for which led to a huge continuous revenue profit.
When thinking about which retailers to partner with, they saw that Costco is what their
customers always talked about, indicating that’s where their customers wanted to see/buy
the product. This led to a thriving partnership between FitCrunch and Costco that continues
to this day.
Chapter 7

31
For example, tracking the hashtag this time, some of the most popular, product-related hashtags
consumers used alongside #FitCrunch are #protein, #iifym, #snack, and #costco.
So, when thinking about the next protein bar to launch, FitCrunch will do well to choose to follow
their customers’ indirect advice from this word cloud to inform strategic partnerships and launch
variations on chocolate flavors their customers ask for to continue their success of spurring on a
huge continuous revenue profit.
For instance, #iifym in the word cloud is the official hashtag for weight loss brand IIFYM.
This could be a good indicator to FitCrunch that it’s a good time to partner with IIFYM —
since consumers are already pushing for it.

32
You may have experienced a marketing strategy that starts out almost 100% effective, but once
other marketers begin to employ it, its ROI is diluted and it loses its initial punch.
If that is not happening to influencer marketing yet, it soon will. Remember when SEO was easier
a few years back? You could easily execute some SEO tricks and rank on Google. It’s not so
simple anymore, and it’s the same for influencer marketing.
Influencer marketing is still a very effective marketing tactic. 94% of marketers consider it
effective10
, but what drives influencer marketing ROI is a great strategy. And what informs a solid
strategy is data, which is where social listening comes in.
Social listening provides you with relevant data to run high-performing influencer marketing
campaigns. With social listening, you get to see which influencers are already talking about your
brand, product, industry, or campaign. You also see which ones have the highest number of
followers and those with the best engagement rates as well.
For example, let’s see how HireInfluence utilizes social listening to inform influencer marketing
strategies that work for their clients.
How HireInfluence Runs Award-Winning Influencer Marketing
Strategies Via Social listening
HireInfluence offers influencer marketing services to brands that come to them with high
expectations. These brands have heard success stories about how influencer marketing drives
significant ROIs for many companies — even their competitors — and they want similar ROI.
Using social listening, via Keyhole, HireInfluence is able to dig into past campaigns to see which
influencers worked best for what industry and what type of content was most engaging. They
can also track industry keywords and hashtags to find which influencers are really pulling the
crowd in specific industries.
Finding, Connecting with
and Managing Influencers
Chapter 8
10
“The Rising Importance of Influencer Marketing – Statistics and Trends ....” 18 Mar. 2018, https://www.socialmediato-
day.com/news/the-rising-importance-of-influencer-marketing-statistics-and-trends-info/519084/. Accessed 12 Jun. 2018.

33
But if influencers with the largest audience are what fit your current strategy, you can click the
top of the ‘followers’ tab and see them:
This way, you get to find
influencers by their follower
and engagement numbers, then
select them according to your
preferences. Once you pick the
influencers to work with, you
can engage with them right
from Keyhole by liking their
posts or even commenting on
them — from the tool. You can
also go directly to their social
profile to direct message them
there.
From their social listening insights, they are then able to form solid marketing strategies. More
importantly, they can show clients what to expect from their investments in influencers. To see
social listening in action, let’s use Keyhole to find and connect with influencers in the fashion
industry. Afterward, we’ll see how the tool can be used to manage the multiple influencers
marketing for your brand.
Here’s a view of the most engaging fashion influencers on Twitter (and you can check for other
social networks as well).
Apparently, more followers don’t
always mean more engagement.
The most engaging fashion
influencers on Twitter turn out to
be micro influencers.

34
And when you begin working with these influencers, you can manage them all from the Keyhole
platform, with a bird’s-eye view of all their posts and engagement rates.
You can send mass emails to all your influencers (some Keyhole users work with thousands of
influencers) on Instagram and other social networks so that you have their explicit permission to
get all the data you need to keep tabs on their activity and the kind of impact they are making on
your campaign.
Strategy Director at HireInfluence Stephanie Stabulis, in a recent case study, shares how she
uses social listening — through Keyhole — to optimize her influencer marketing strategies:
“We really rely on Keyhole to figure out what the elements are in a campaign that makes content
most engaging. We look at the top engaging content within every campaign and compare it to
what didn’t perform as well for our influencers. This helps us pick out the differences between
posts and what specific elements helped something perform [or not]. This way, our clients are
getting the best ROI for their buck, the least cost per engagement, the lowest CPM. It allows us
to drive those metrics down and create content we know will create higher engagement.”

35
Conclusion
Social listening strengthens your marketing and overall business decisions and leads to better
revenue in the long-term. It gives you insights into what campaigns you should continue, start,
or stop running. With social listening, you get a bird’s-eye view of the conversations going on in
your industry and understand how to make the best use of that information.
Even better, you can see what your competitors are doing. And this is a major revenue driver. A
brand makes a wrong move on social media and social listening gives you all the gossip; it tells
you what and how it happened and you’re able to avoid the same mistake. Conversely, if
competitors have everything going well for them on social, you get insights into how they’re
able to achieve that as well and optimize your social marketing efforts accordingly.
Personalization at scale is another reason many brands implement social listening. You
understand what customers are saying, where they’re saying what from, what other keywords
and hashtags they are using when talking about your brand or industry, which influencers they
pay attention to, and many more. This makes all the difference when it comes to giving your
target audience what they want, which in turn boosts your revenue in the end.
And finally, thanks to social listening, influencer marketing is alive and well. With social listening,
you get to see all the influencers talking about your brand, product, competitors, and industry.
Using the right tool, (and we just love Keyhole for whatever reason :D), their engagement rates
and followings numbers are not hidden from you. You’re able to see industry influencers sorting
from those with the highest engagement rates or highest followings to the lower ones. This helps
you pick the best influencers for your current marketing strategy — whether it is influencers with
higher followings (for higher impressions and brand awareness) or influencers with higher
engagement rates (for better conversions). Plus, you’re able to monitor their activities and see
the impact that all your influencers are making on your business at different points in time.
Here you have learned many techniques that show how listening can help you reach your
audience — as opposed to the shouting techniques marketers have relied upon for years.
You’ve seen how organizations from the United Nations to businesses that sell chocolate bars
are improving their communication with those who follow and rely on trustworthy news and
products those businesses deliver. You too can supercharge your growth with social listening.
We hope you have been inspired by the remarkable stories presented here, and wish you every
success in implementing your own strategy. We’re here to help when you need us.

36
Glossary of Terms
Average engagement: The regular or typical number of interactions — likes, reposts, or
comments — that you get on your posts.
B2B: The acronym for Business to Business, referring to businesses that sell products to other
brands.
B2C: The acronym for Business to Customers, referring to businesses that sell products to end
users.
Content: For this book’s purposes, content refers to material used for communication between
a brand and content consumers. Marketing content is often designed to be useful, educational,
informative, or entertaining. E.g. blog posts, videos, infographics, and audio.
Earned media: The media exposure a brand gains through word-of-mouth from customers, as
opposed to exposure from paid advertising or the brand’s owned content. For example, a
customer posting “@Uber just made my day” is earned media for Uber.
Engagement: The number of reactions to your posts — in terms of likes, retweets, shares, or
comments.
Handle: A person’s or brand’s username on social media, often preceded by the “@” symbol.
Example: @Keyhole.
Hashtag: A keyword on social media starting with the pound sign (#) — e.g. #ROI. Users use
hashtags to contribute their post to an issue or topic on social media. The hashtag links together
all the posts that use it. Using social listening, you can track the hashtags a target audience uses
to talk about specific industries, brands, topics, products or campaigns on social.
Impressions: The total number of potential views of a post on a given social media platform. It is
calculated as (Number of Posts x Number of Followers) + (Shares x Followers). In simple English,
if you share one post five times and you have 2,000 followers, the post gets 5 x 2000 (=10,000)
impressions as those followers may see the post each time you share it.
Influencer: A prominent social media user or person. They are of interest to a specific audience
that follows their content, and that they have influence over.
Keyword: A word or term that is of interest to your brand, especially one that is commonly used
by people talking about a topic or industry. Through social listening, you can track keywords and
see how your customers and prospects are using them on social.

37
Mention: A mention occurs when your username or brand name is mentioned on social.
Metric: A measurement of data, results used to demonstrate impact.
Optimization: Continually improving your results in a given area. For example, optimizing your
campaign means working towards getting the best ROI for your campaign.
Organic vs. Paid: Organic refers to the number of unique consumers who see your content
without you doing any paid advertising; paid, as the name implies, refers to unique reach or
impressions you pay to get.
Owned media: As the name implies, too, this is your own media — your brand’s content.
Paid media: This refers to advertising you pay for to grow your brand.
Post: A piece of content on social media. A post could be in text, video, image, graphics or audio
formats and can be liked, shared or commented on.
Reach: The number of unique users that a post on social media is exposed to. It is calculated
as Number of Posts x Number of Unique Followers of Posters. That is, sharing 5 posts to your,
say, 10,000 followers helps you reach 10,000 people per post. It doesn’t factor in the number of
repeat views like impressions do — 10k followers = 10k reach.
Share of Voice: The amount or percentage of a brand’s content within a social media
conversation. For example, Nike’s Share of Voice is the number of posts mentioning the
brand within a timeframe on a platform.
Social Media Listening: The process of tracking consumers’ reactions to content published by a
brand, competitor and/or industry across various social networks. This information then reveals
patterns which can be utilized to make business decisions that boost ROI.
Social Media Management: As opposed to social media listening where you’re tracking all the
types of content, social media management is the process of controlling and overseeing your
own social media content.
Tracker: A record of events around a specific topic on social media - be it a word, hashtag or
account - focusing on the activities prompted by consumers. For example, you can track
accounts through social listening.

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