learning to listen: brands' guide monitoring social media

Learning To Listen:Using social to connect brands & consumers

Ciarán Norris Head of Social MediaMindshare

Keela84 on flickr

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Social Media Tracking & Viral Tracking Services

Influencer Identification Research & Outreach

Natural Seeding & Social Media Optimization

Paid Seeding & Social Media Advertising

Viral Widgets & Content

Conversational & Buzz Tracking

Mindshare SocialMedia8

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4 What does all of this mean?

5 What does all of this mean?

6 When to shoot me...

Cambodia4kidsorg on flickr

7 What you’ll be listening to

Why listen?

How to listen

Who’s listening

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WHYLISTEN?

9 Why listen?

10 Why listen?

So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower.

And the effects of that increased pool of potential producers is going to be vast

Clay Shirky, 2004

11 Why listen?

Creators

Critics

Collectors

Joiners

Spectators

Inactive

Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery

• Use social networking sites

• Comment on blogs• Post ratings and reviews

• None of these activities

• Read blogs• Watch peer-generated video• Listen to podcasts

• Use RSS• Tag Web pages

• Publish Web page• Publish or maintain blog• Upload video to sites like YouTube

12 Why listen?

Twitter turns the ladder sideways

13 Why listen?

Twitter turns the ladder sideways

14 Why listen?

Twitter turns the ladder sideways

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HOW

TO LISTEN

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HOW

TO LISTEN

Cymfony

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HOW

TO LISTEN

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HOW

TO LISTEN

Cymfony

PC

Mobile

19 Twitter Tools

Tweetdeck

20 TweetieTweetie

80% of search traffic goes to natural listings

Ensuring that crawlable, timely content is being produced will enable highly efficient acquisition of traffic

• Work with AKQA to ensure that flash is not king

• Plan & implement link building to drive organic listings

And ensure our best content is easy to find

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Twitterfall

Where have all the journos

gone?

24 Twitterfall

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WHOIS LISTENING?

Circa 480,000 followers

Millions of readers

Millions of readers

Millions of readers

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NOTLISTENING

Who’s getting it right?

Promote a product that’s been on sale many times before

Utilise viral elements of social media

Encourage user interaction

35 Ryanair’s response...

Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.

It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again.

Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel.

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‘Bloggergate’

Ciarán Norrisciaran.norris@mindshareworld.com

@ciaranj