13. The study of naturally
occurring
communication,
behaviors and signals
that bring the voice of
people’s lives, opinions
and searches to build
your brandscape.
Adapted from Stephen D. Rappaport, Listen First, Advertising
Research Foundation
14. The study of naturally
occurring
communication,
behaviors and signals
that bring the voice of
people’s lives, opinions
and searches to build
your brandscape.
Adapted from Stephen D. Rappaport, Listen First, Advertising
Research Foundation
The study of naturally
occurring
communication,
behaviors and signals
that bring the voice of
people’s lives, opinions
and searches to build
your brandscape.
Adapted from Stephen D. Rappaport, Listen First, Advertising
Research Foundation
15.
16. A social signal is a measure
of social media engagement
(interaction x
amplification), such as a
vote, share, like, hashtag,
tag, tagged picture or brand
mention.
19. LIVErtising.net
Tracking naturally occurring
contents on a daily basis
Analysing naturally occurring contents to better
understand WHY people do what they do, say
what they say
Social Listening : two approaches
!9
20. LIVErtising.net
Social Media MONITORING
Tracking naturally occurring
contents on a daily basis
Analysing naturally occurring contents to better
understand WHY people do what they do, say
what they say
Social Listening : two approaches
!9
21. LIVErtising.net
Social Media MONITORING Social Media RESEARCH
Tracking naturally occurring
contents on a daily basis
Analysing naturally occurring contents to better
understand WHY people do what they do, say
what they say
Social Listening : two approaches
!9
23. LIVErtising.net
Social Media MONITORING Social Media RESEARCH
Social Listening : two approaches
!10
Monitoring sees trees,
Research sees the forest
Adapted from Dan Neely, CEO of Networked Insights
26. LIVErtising.net
Social Listening - focus
!11
• Crisis management & brand protection
• Customer service
• Engagement tracking and benchmarking
• Sentiment analysis
• Influencer spotting
• Real-time insights / real-time marketing
• Emerging trends
• Competitor monitoring, SOV
• Monitoring event resonance
• …
Social Media MONITORING
27. LIVErtising.net
Social Listening - focus
!11
• Crisis management & brand protection
• Customer service
• Engagement tracking and benchmarking
• Sentiment analysis
• Influencer spotting
• Real-time insights / real-time marketing
• Emerging trends
• Competitor monitoring, SOV
• Monitoring event resonance
• …
Social Media MONITORING Social Media RESEARCH
28. LIVErtising.net
Social Listening - focus
!11
• Crisis management & brand protection
• Customer service
• Engagement tracking and benchmarking
• Sentiment analysis
• Influencer spotting
• Real-time insights / real-time marketing
• Emerging trends
• Competitor monitoring, SOV
• Monitoring event resonance
• …
• WHY consumers do what they do
• HOW do they use the product
• WHAT could improve the service
• WHERE do consumers communicate
• Product development & improvement
• Informing strategic decisions
• Predictive marketing
• Schedule social content
• …
Social Media MONITORING Social Media RESEARCH
42. LIVErtising.net
Social Listening - tools
!17
Alerts
Search engines: VERTICAL vs HORIZONTAL
Social media monitors
Reputation measurement
Dashboards
Social media intelligence
Social Media MONITORING Social Media RESEARCH
57. LIVErtising.net
Social Listening: why you need this as a basic communication skill?
23
#3
#1
#2
#4
Your users expect you to react IRT
Engagement
(interaction X amplification)
involves listening
58. LIVErtising.net
Social Listening: why you need this as a basic communication skill?
23
#3
#1
#2
#4
Your users expect you to react IRT
Engagement
(interaction X amplification)
involves listening
Listening is a strategic component
59. LIVErtising.net
Social Listening: why you need this as a basic communication skill?
23
#3
#1
#2
#4
Your users expect you to react IRT
Engagement
(interaction X amplification)
involves listening
Listening is a strategic component
Social is a user’s resonance board
67. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
68. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
69. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
70. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
71. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
72. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
73. LIVErtising.net 27
Listening adds value across the whole company
Product development
Sales &
trade
promotion
CRM
Personnel
& HRM
Commu-
nication
Packaging
#3
75. LIVErtising.net
Social Listening: why you need this as a basic communication skill?
29
#3
#1
#2
#4
Your users expect you to react IRT
Engagement
(interaction X amplification)
involves listening
Listening is a strategic component
Social is a user’s resonance board
91. LIVErtising.netS 2017-18 31
Are apps a dead
end as a
communication
tool?
What
contribution
can AI bring
to CRM
How to
address Gen
Y’s use of
adblockers?
93. LIVErtising.net
What to listen for?
32
-
Brand name, branded hashtag, …
Any expression of a user
interaction or brand
query
94. LIVErtising.net
What to listen for?
32
-
Brand-related
visual content
Brand name, branded hashtag, …
Any expression of a user
interaction or brand
query
95. LIVErtising.net
What to listen for?
32
-
Product-related
keywords
Brand-related
visual content
Brand name, branded hashtag, …
Any expression of a user
interaction or brand
query
96. LIVErtising.net
What to listen for?
32
-
Product-related
keywords
Brand-related
visual content
Brand name, branded hashtag, …
Competitors
Any expression of a user
interaction or brand
query
97. LIVErtising.net
What to listen for?
32
-
Product-related
keywords
Brand-related
visual content
Brand name, branded hashtag, …
Competitors
Product uses, benefits
Any expression of a user
interaction or brand
query
98. LIVErtising.net
What to listen for?
32
-
Product-related
keywords
Brand-related
visual content
Brand name, branded hashtag, …
Competitors
Product uses, benefits
Real-time events
Any expression of a user
interaction or brand
query
99. LIVErtising.net
What to listen for?
32
-
Product-related
keywords
Brand-related
visual content
Brand name, branded hashtag, …
Competitors
Product uses, benefits
Context of use,
users’ interests,
users’ habits
Real-time events
Any expression of a user
interaction or brand
query
107. LIVErtising.net
Social Listening - tools
!40
Alerts
Search engines: VERTICAL vs HORIZONTAL
Social media monitors
Reputation measurement
Dashboards
Social media intelligence
Social Media MONITORING Social Media RESEARCH
108. LIVErtising.net
Social Listening - tools
!40
Alerts
Search engines: VERTICAL vs HORIZONTAL
Social media monitors
Reputation measurement
Dashboards
Social media intelligence
Social Media MONITORING Social Media RESEARCH