Presented at the 2016 AMA Symposium for the Marketing of Higher Education.
Social listening is more than responding to Facebook and Twitter posts. Used strategically, it supports four business functions: reputation management, brand benchmarking, customer service, and market research. This session will define social listening, explore use-cases for higher ed, and review tools to support a robust social listening program.
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Leverage The Power of Social Listening in Higher Education
1. Leverage the Power of Social Listening
Liz Gross & Mike Horn
December 5, 2016
2. • Why Use Social Listening?
• Social Listening Overview
• Software Guidance
Today’s Agenda
Leverage the Power of Social Listening
@Lizgross144 | @MikeHornAtTerry
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3. Searching the public
social web for mentions
and conversations of
interest to you.
Social Listening Defined
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4. What’s Public?
• Tweets*
• Facebook posts*
• Blog posts &
comments
• Instagram*
• Reddit
• News sites
• Review sites
• Discussion forums
• YouTube
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Leverage the Power of Social Listening
@Lizgross144 | @MikeHornAtTerry
5. Leverage the Power of Social Listening
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8. Source: http://lizgross.net/social-media-monitoring-software-for-higher-ed/
Internet Beyond Twitter
One week of mentions in March 2016:
0 200 400 600 800 1000 1200 1400
Small Northeastern US Liberal Arts
College
Midsize Private Midwestern US
Jesuit University
Comprehensive Canadian
University
Twitter
Other
Leverage the Power of Social Listening
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9. Why Use Social Listening?
• Campaign Management
• Brand Benchmarking
• Reputation Management
• Customer Service
• Market Research
• Online Threat Assessment
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14. #IStandWithBillPowers
• Blog titled “UT President’s Job
May Be in Jeopardy” goes live
• Alumni establish “I Stand With
Bill Powers” Facebook page
• Conversation migrates to
Twitter with
#IStandWithBillPowers
• Multiple channels, multiple
conversations, over multiple
years
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Leverage the Power of Social Listening
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15. Customer Service
Photo credit: Atomic Taco on Flickr
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18. Ignorance Impacts Advocacy
18
Phone Email Social
Media
Review
Sites
Boards/
Forums
Expect A Reply 91% 89% 42% 53% 47%
Boost in Advocacy 10% 8% 20% 16% 25%
Decline in Advocacy -51% -56% -43% -37% -38%
From Answered
Complaint
From Unanswered
Complaint
Public Complaints
Source: Edison Research and Jay Baer, 2015
Leverage the Power of Social Listening
@Lizgross144 | @MikeHornAtTerry
22. Which of these use-cases
sounds most appealing to
you?
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23. • Higher Ed Use Cases
• Social Listening Overview
• Software Guidance
Today’s Agenda
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24. How Social Listening Works
All Sources
Queries
Results
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25. Boolean Overview
• AND
• OR
• NOT
Used to broaden or
narrow a search
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26. Boolean Overload
(“great lakes educational loan” OR “great lakes
higher education” OR “mygreatlakes”) OR (“great
lakes” AND “borrow*” OR “servicer” OR “student
loan*” OR “defer*” OR “forbearance” OR “repay*”
or #studentloan*”)
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27. Market Research Query: Applicants
((ASU OR “arizona state”) NEAR/10 ("want to go to" OR
"apply to" OR "applied to" OR "applying" OR "thinking
about" OR "considering apply*” OR visit* OR tour*))
AND (I OR Im OR Ive OR my)
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28. • Higher Ed Use Cases
• Social Listening Overview
• Software Guidance
Today’s Agenda
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29. Do you currently use a
social listening or
monitoring tool?
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31. Free
• Twitter Search
• Tweetdeck
• Hootsuite Free
• Instagram Search
• Followerwonk
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Leverage the Power of Social Listening
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32. • Hootsuite Pro
• Sprout Social
Cost:
Less than $100 per month
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Small
Investment
33. • Brandwatch
• Sysomos
• Synthesio
• Crimson Hexagon
• Nuvi
• Spredfast
• Cision
• Hootsuite Enterprise
• Meltwater
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Full
Feature
Cost:
$800/month
or more
34. Potential Resource on Campus: IT
Gartner Magic Quadrant Forrester Wave
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35. Using Multiple Platforms @UT
• Quarterly
• Digital Impact Reports
• External vendors with
enterprise-class tools
• Real-time
• Encore Alerts / Meltwater
• Hootsuite
• Brandwatch
36. Opportunity for Students
Free training & certification | Free software access
brandwatch.com/brandwatch-for-students
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40. Choosing Social Listening Software
Understand your
use-case
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
41. Choosing Social Listening Software
Know your budget
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
42. Choosing Social Listening Software
Prepare your
requirements
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
43. Potential Requirements
• Boolean support
• Pricing model – searches,
results, users?
• Alert capability
• Sentiment tagging
• Advanced rules to categorize
mentions
• Reporting options
• Historical data
• Length of time in business
• Frequency of upgrades
• Responsiveness to feature
requests
• Training
• Tech support
• Mobile access
• Ability to trial
• Sources covered
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Leverage the Power of Social Listening
@Lizgross144 | @MikeHornAtTerry
Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
44. Choosing Social Listening Software
Contact vendors
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
45. Choosing Social Listening Software
Interview
vendors
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
46. Choosing Social Listening Software
Push for a trial
period
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
47. Choosing Social Listening Software
Ask for
references
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
48. Choosing Social Listening Software
Sign a contract,
but not multi-
year!
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Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
Notas do Editor
NOT public: Snapchat, YikYak, most of LinkedIn
Share of voice
Social audience, engagement, sentiment
Location of conversation (site)
Audience breakdown (demographics, location)
Topics of discussion
Easily compare one university president to others
Find people talking about you, not to you
Engage, help, educate
Identify what times of day people talk about you, so you can staff appropriately.
Find complaints and respond!
Why? I’ve got some data to share with you after Mike share some examples.
Users responding to other users
Users express frustration
Questions from users that have no answer
Edison Research asked customers how likely they were to recommend a business (on a scale of 1-10) at the time of their first complaint. Then, they were asked the same question after the complaint was addressed (or not addressed). The difference, or “lift” between those two scores is the boost or decline in advocacy.
“social consumer market insights”
Better understand conversations about specific topics or amongst a certain type of audience
EX: intent to apply to University (Brandwatch Project)
Example: conversation about a particular class
We can skip this if you think there won’t be time … just trying to build in time for audience interaction.
You can get one or two of these in the same tool, but in my experience it’s impossible to get all three.
Why are you engaging in social listening?
What sources do you intent to monitor?
How many topics will you need to monitor, and how complex are they?
What analysis and reporting do you require?