9ª edição das Industry Sessions by EDIT. com a temática Digital Marketing, em Lisboa Filipe Bernardes / Marketing & Lead Generations Manager / MOBIZY Aquilo que "vemos" na web social é, normalmente, apenas a ponta de um icebergue cada vez mais complexo. É necessário repensar modelos de atuação mais passivos, e garantir a integração de informação preciosa nos processos de tomada de decisão de uma marca.

1. how to make sense of all the noise
LISTENING ON
THE SOCIAL WEB
@FILIPEBERNARDES
EDIT INDUSTRY SESSIONS #9
MAY 2015

2. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 2
684 478 FACEBOOK POSTS
48h OF VIDEO ON YOUTUBE
3 600 INSTAGRAM POSTS
27 778 TUMBLR POSTS
100 000 TWEETS
EVERY
MINUTE
ON SOCIAL MEDIA
Source:Mashable

3. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
3
WHAT YOU SEE
IS NOT ALWAYS
WHAT YOU GET

4. “
LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
4
“Warren Sukernek said that a
valuable customer is one that is
committed to BUYING products
or services, SHARING content
and ADVOCATING brands. He
also said that that "Social Media
Monitoring is Dead". Is it?
#bitcheslovequotes

5. “
LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
5
“A study by the Altimeter group
showed that only 42% of businesses
are using social media listening to
learn from their customers (...).
The second report from Amiando (...)
showed that only 20% of marketers
are listening in social for the benefit
of the business.
#bitcheslovequotes
(Source: Smart Insights)

6. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
WHAT IS
SOCIAL
LISTENING?
6

7. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
It’s not searching only when you need,
it’s ACTIVELY PURSUING unanswered
questions about your brand and your
customers - every day, if only to ensure
that there's nothing relevant going on.
7

8. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
ACTIVE SOCIAL LISTENING is not
about volume nor past interactions.
It's about the NOW and the added
VALUE for your brand/organization.
8

9. INTELLIGENCE
ANALYTICS
LISTENING
LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
9
MONITORI
NG

10. SOCIAL
LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
10
.MONITORING
Watching and
identifying specific
indicators within the
practice of social
listening.
.LISTENING
Tracking online
conversations about a
specific phrase, word,
or brand, as a way to
detect patterns of
interest.
.ANALYTICS
Measuring baseline
metrics for a collection
of online conversations
about a specific
subject or topic.
.INTELLIGENCE
Quantitative and
qualitative analysis to
support better
decision making and
provide a deep
understanding of how
consumers think,
discuss, and feel about
the topic of study.

11. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 11
MONITORING
LISTENING
ANALYTICS
INTELLIGENCE
WATCH
LEARN
MEASURE
ACT

12. ?LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
WHO IS TALKING
WHAT ARE THEY SAYING
WHERE ARE THEY SAYING IT
WHEN ARE THEY SAYING IT
WHY ARE THEY SAYING IT
WHICH ELEMENTS ENGAGE PEOPLE
HOW WILL CONVERSATIONS IMPACT THE BRAND
12

13. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
WHY SHOULD
YOU USE
SOCIAL
LISTENING?
13

14. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
When was the last time that
you CHANGED something
based on what your audience
was saying about you?
14

15. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
In less than 10 seconds, can you
say if a brand is ENGAGING,
BORING or just IGNORING
everyone else except herself?
15

16. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
16
(IMAGE
SOURCE)
ARE YOUR FANS JADED?
ARE YOU BORING OR THEY'RE ONLY
WAITING FOR THE NEXT OFFER?

17. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
Did you know that besides
nurturing it, Social Listening
can help you GROW your
audience on social media?
17

18. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
WHAT’S IN
IT FOR
YOU ?
+ Know your audience better.
+ Identify and understand trends.
+ Identify potential threats.
+ Keep a close eye on your
competition.
+ Find new insights.
+ Prove that your are right or
wrong about something.
+ Grow and nurture your
audience.
18

19. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
WHEN
SHOULD YOU
USE SOCIAL
LISTENING?
19

20. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
When you’re LAUNCHING,
EVALUATING or REPOSITIONING
a brand on social media.
When you need to IDENTIFY and
UNDERSTAND complaints/issues.
20
(FILL AS NEEDED)

21. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
When you feel there’s more to
LEARN about your audience.
When you NEED inspiration
for innovation.
21
(FILL AS NEEDED)

22. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
When you want to add value to:
+ PRODUCT DEVELOPMENT
+ REPUTATION MANAGEMENT
+ RECRUITMENT
+ CUSTOMER SERVICE
+ CONTENT & ADVERTISING
+ BRAND INITIATIVES
22

23. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
Even if we don't have time to
engage properly, Social
Listening gives us a general idea
of what people are saying and
allow us to (slowly) move into
higher levels of engagement.
23
#aintnobodygottimeforthat
@teamsweetbrown

24. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
If web search helps us to
answer known questions, Social
Listening helps us DISCOVER
QUESTIONS which we thought
we didn't have to answer.
24

25. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
IS IT ALL ABOUT YOU
OR ABOUT THEM?
In the end of the month, who brings the moolah?
25

26. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
HOW TO DO
SOCIAL
LISTENING?
26

27. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 27
+ Vanity (brand name)
+ Product-related
+ Product benefit
+ Competitor brands
+ Generic brand category
+ Purpose or problem
1
CHOOSE
TYPE OF
SEARCH

28. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 28
+ Keyword(s)
+ Topic
+ Trend
+ Hashtag(s)
+ Expression
2
CHOOSE
WHAT TO
SEARCH

29. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 29
+ One-off
+ Occasional
+ Regular
3
CHOOSE
TIME
PERIOD

30. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 30
+ Or the ones you can
afford that can still get
the job done
4
CHOOSE
THE
RIGHT
TOOLS

31. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 31
(NOT SO)
BASIC AND
FREE TOOLS
Hootsuite
Tweetdeck
#SOCIALLISTENINGTOOLS

32. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 32
PAID TOOLS
Brandwatch
Radian6
Sysomos
Sprout Social
Crimson Hexagon
DataRank
#SOCIALLISTENINGTOOLS

33. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 33
OTHER
TOOLS
Tweetstats 1
Topsy
Talkwalker
Mention
Social Mention
Twazzup
Addictomatic
Icerocket
Backtweets
Platform-specific search
Platform-specific lists
Klout 2
#SOCIALLISTENINGTOOLS
1 Great for keyword research.
2 Influencers and audience interest

34. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 34
TOOLS FOR
IDENTIFYING
TRENDS
Trendpottr
Netvibes
Trendsmap
Whatthetrend
Linkedin Today
Twitter Trending Topics
#SOCIALLISTENINGTOOLS

35. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
REMEMBER!
It's not what the tools give to you, it's what
value you can extract from them.
35

36. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 36
+ Build audience profiles
(personas)
+ Evaluate attitudes,
community and brand-wise
+ Evaluate sentiment
+ Measure mentions and
share of voice
+ Connect the dots through
cross-data analysis
5
MAKE
SENSE OF
DATA

37. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 37
+ Extract insights from data
+ Build actionable data-
driven strategies
+ Implement meaningful
measurements
+ Achieve enhanced
experience understanding
5
USE
WHAT
YOU
LEARNED
WISELY

38. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
LISTEN.
LEARN.
ACT.
MEASURE.
(IF NEED) CHANGE.
38
RINSE & REPEAT

39. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015 39
SOMETIMES,
SILENCE IS
GOLDEN
OR HOW SOCIAL LISTENING CAN SHOW YOU WHEN TO STFU

40. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
40
#Cairo
#fail #shameonyou #everybodyisacomedian

41. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
#neverforget
41
Certain topics
should be left
alone. When in
doubt, don’t.

42. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
42
Turn context
into your #bff.
#WhyILeft
#WhyIStayed

43. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
FINAL
THOUGHTS
43

44. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
While Listening, look for:
+ VALUABLE INSIGHTS, that can shed new lights
about your audience.
+ KEY INFLUENCERS, about your brand and its
interests, and/or a specific topic.
+ POTENTIAL INNOVATIONS or unsatisfied needs
that your brand doesn't currently address.
44

45. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
Actively search for new and
interesting opportunities to
increase your brand’s
AWARENESS, REACH and
ENGAGEMENT.
45

46. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
Listening is
INDUSTRY-AGNOSTIC.
46

47. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
BE PREPARED!Listening can be unpleasant,
especially when people are being
mean to you (or your brand).
47

48. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
48
CURL UP IN A BALL AND CRY.
WIPE YOUR TEARS.
MAYBE THEY'RE JUST BEING MEAN.
MAYBE THEY HAVE A POINT.(IMAGE
SOURCE)

49. LISTENING ON THE SOCIAL WEB: HOW TO MAKE SENSE OF ALL THE NOISE
@FILIPEBERNARDES . EDIT INDUSTRY SESSIONS #9 . MAY 2015
THANK YOU
FOR
LISTENING.
49
COVER IMAGE
filipe bernardes
marketing & lead generation manager @mobizy
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