Listening 2'0

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Listening 2.0

• Mike Moran Co-author of Search Engine
  Marketing, Inc.Author of Do It Wrong Quickly
  Chief Strategist, Converseon

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What are they saying about you?
FORUMS/NEWSGROUPS


MICROBLOGS
Twitter 17 million visiitors in april 2009
VIDEO SHARING
YouTube82.2 million viewers (2008)
The Conversation


SOCIAL NETWORKS
WIKIS
Facebook 200 million
Wikipedia 59 million visitors (May 08))

SOCIAL MEDIA NEWS AGGREGATORS
PHOTO SHARING


MAINSTREAM MEDIA
BLOGS
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Why is it important to listen?

• The direct, unfiltered, brutally honest nature
  of much online discussion is gold dust to big
  companies that want to spot trends, or find out
  what customers really think of them.
• The Economist, March 2006
• As control of a brands marketing messagesand,
  indeed, its very imagemigrates from traditional
  media to social media, companies need to become
  increasingly adept at paying attention to how
  they're being perceived inthe online world.
• The Aberdeen Group, February 2008

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How is listening changing?
Insights

• Listening is yielding insights, not just data
• Listening is producing action
• Listening 3.0 is around the corner

Action
3.0
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Insights, not just data
Insights
1.0 Monitoring
Volume Word counts/tag cloud Entry
timeline High-level topics Venue
analysis Influence Drill-down to entries
Sentiment Topics and subtopics Voices/participants
Key influentials Incident-level reporting Custom
reporting elements Human analysis
2.0 Mining
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Sentiment analysis shows opinions
Insights

• Top 5 Tech Pundits in Smart Phone Conversation

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Automated listening misses sarcasm
Insights
Oh, the iPhone is a beautiful girl, no
doubt. The automated sentiment analysis failed
to identify the sarcasm and coded the entry as
positive for iPhone, while failing to understand
the author was actually saying there was no value
for the iPhone beneath its flashy exterior
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Automation misses multiple ideas
Insights
I did a little research of my own, and was a
bit alarmed to come upon a forum of migraine
sufferers who had tried the drug and reported
tightness in the chest and other indications of
cardiac disturbance. I decided to leave the
Treximet in the desk, untouched.
For some reason, today I picked it up. I did a
quick web search for adverse side effects of
Imitrex, which I have used for years, and felt
surprised to see the very same descriptions as
those accompanying the Treximet. Since Imitrex
has never bothered me...
I popped a Treximet, slanted my shades, closed
and locked my office door, and put my head down
for fifteen minutes. When my alarm went off, my
head was perfectly clear. That was four hours
ago.
Automated systems typically mark this
conversation as negative
Blog.lazyharpy.com, published on 18-02-2009
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How do conversations relate?
Insights

• All Credit Card Brand Rewards Conversation Topic
  Relationships Feb-March 2009

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Listening must cross the organization
Action
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Enterprise listening is needed
Action
EnterpriseListening Solution
consistent methodology consistent data
custom configuration
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Across geography, too
Action
North America
Market Research
PR
EnterpriseListening Solution
Asia
Europe
consistent methodology consistent data
custom configuration
CorporateComm.
Customer Service
South America
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Workflow distributes insights
Action
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Workflow also allows engagement
Action
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Next Cross national languages
3.0

• Those who need to know cant speak every language
• Machine translation crosses the gap
• Automation will be augmented with human beings at
  first

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Next Calculate return on investment
3.0

• How many people who viewed the message eventually
  bought something?
• Of the people who saw this message, are they more
  or less likely to buy from us?

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Next Predictive modeling
3.0
Sales
Brand Tracking
Conversion/Analytics
Traffic
Conversation Mining
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Listening 2.0

• Mark Kovscek Senior Vice PresidentVivaKi

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How is VivaKi using Listening Solutions?
At The Core
Dashboards
Top 5 Use Cases
Content Development Consumer Engagement Media
Planning Program Strategy Social Media Strategy
Consumer and Brand Insights Performance
Measurement
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What are we looking for in Listening 2.0?

• Control
• over data accuracy and precision
• over sentiment and influence scoring
• over size of solution
• Integration
• of imagery
• of multiple data sources
• Rich visualization experiences
• Global reach and consistent approach

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How are we managing the execution?
Match the Business Objectives with
Content Development Consumer Engagement Media
Planning Program Strategy Social Media Strategy
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What does this look like?
Do these things better
by knowing these folks better
to optimize the purchase funnel.
Content Development Consumer Engagement Media
Planning Program Strategy Social Media Strategy
in an increasingly complex environment
Data is proliferating People are in
control Efficiency is demanded
INSIGHT MEASUREMENT FORESIGHT
What do consumers think and what do they do? Do
consumers think differently because of what I do
and say? Can I better anticipate their behaviors?
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Building Insight, Measurement, Foresight
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Listening 2.0

• Pauline Ores Market Insights, Principal
  Consultant
• Social Insights Practice
• IBM Corporation

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Social Media Research vs. Listening

• Social Media Research has become quite
  sophisticated, but research doesnt guarantee the
  investment will result in business value unless
• Information is conveyed to someone who can
  absorb, process and formulate a response its
  really hearing vs. listening
• Someone somewhere takes action which doesnt
  always require external social interaction, and
  might only impact internal activities
• Research is informed by community knowledge
  GIGO garbage in, garbage out

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Social Research, Engagement, and Marketing

• Social Engagement is often focused on feeding
  the funnel which of course already has
  optimized tools, tactics and analytics designed
  for that purpose
• This activity may or may not add meaningful value
  given the investment, but why not also consider
  the unique value social research and engagement
  has to offer, improving
• Business processes
• Content search
• Locating the right resource
• Messaging
• Product development
• Customer service

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Social Research Extracting the Most Value

• Research isnt enough to ensure we extract the
  most value from our investment we also need to
• Develop internal communities that align with
  external activity, which may involve working with
  teams in different departments, with different
  roles in different divisions
• Coordinate and track who at our firm is engaged,
  who said what to whom, who manages what
  relationships, etc.
• Consider how to get the right information to the
  right team on an ongoing basis as volume
  increases ad hoc methods wont scale

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The Three Things That Matter Most

• People, people, people
• Research
• Start with the self-defined definition of the
  group standard poodle owners vs. pet-food
  shoppers
• Not enough to provide business terms, competitive
  terms also need to consider informal terms
  what do they call it
• Engagement
• Think of the group, vs yourself, first, and
  consider how you can be of service, and provide
  meaningful contributions
• Commit to being in sync with the market be
  willing to reconsider marketing approach, content
  development and offerings, it can be about
  joining and taking their lead

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Questions?

• Get more information on Listening 2.0
• Get Converseons upcoming free white paper
• Send an e-mail to info_at_converseon.com