social media listening - stukent expert session with tori mcclellan of ibm
TRANSCRIPT
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SOCIAL LISTENING Building your brand through understanding the social market place
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OVERVIEW Introductions What is Social Listening Why you need it How to do it Tools to use
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WHAT IS IT? “Social listening is the process of monitoring digital media
channels to devise a strategy that will better influence consumers.”
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WHY IS IT IMPORTANT? Allows you to enter a conversation while also creating one Solve problems for your brand Generate new leads Identify Influencers, Communities, and similar channels Feedback on content Develop a strategy
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HOW DO I START?
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POPULAR HASHTAGS & PHRASES Enter a conversation, Create a conversation Identify sentiment Most users don’t @ mention a company when talking about them i.e – I work in the tech space of the Internet of Things. In my
search, I look for #IoT, Internet of Things, #AI, Machine Learning, other branded handles, etc. to find out what’s popular to talk about.
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INFLUENCER MANAGEMENT “74% of consumers rely on social media to inform their purchasing
decisions.” “90% of consumers trust peer recommendations, while only 33%
trust ads.” Identify themselves in Bio with hashtags, amount of followers They lead, you follow – most of the time
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TOOLS TO TRY Using the networks search features Hootsuite – Manage Facebook, Twitter, and Google + Spredfast – monitors impressions, sentiment, activity, and content Sprout – manages trends, popular conversations surrounding your
brand Bit.ly – link shortened – tracks click through rates and maps them
out
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“BY UNDERSTANDING WHAT IS POSSIBLE BY PROPERLY USING SOCIAL LISTENING TOOLS, IT ENABLES A BUSINESS AND
ITS EMPLOYEES TO TRULY MARCH IN HARMONY WITH THEIR CUSTOMERS. “
http://www.forbes.com/sites/danielnewman/2014/08/26/social-listening-enables-social-business/#
3290e21c5818
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ANY QUESTIONS? CONTACT ME Tori McClellan, Social Business Manager at IBM [email protected]
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SOURCES http://sproutsocial.com/insights/social-listening/ http://www.socialmediaexaminer.com/8-ways-to-use-social-
listening-for-your-business/