The Fast Track to Business Insights with Strategic Social Listening

MAY 2020

This webinar will cover what social listening is, how it works, and where to find more information about products and services

available in the marketplace.

It will provide specific examples of how social listening can be used as digital consumer intelligence, supporting multiple areas of the business and other ways social listening can be used in the

credit union space, whether, large or small.

What is social listening?

Social listening is the process of tracking conversations around specific topics, keywords, phrases, brands or industries, and leveraging your insights to discover

opportunities or create content for and promoting to those audiences.

What’s the difference between social listening and social media monitoring?

What is the first (and maybe most important thing) you need to set up a strategic

#sociallistening program?

STEP ONE: what DO YOU WANT to learn?

● Measure & monitor (of course!)

● Real-time consumer insights

● More engagement

● Informed media pitches

● Understand brand perception

● Data-driven content strategy

● Crisis awareness

● Content ideation (Understand trends

and catch them on the way up)

● Identify industry and competitive

intelligence and put it to use for your

brand.

● Segmentation

● Trend identification

● Research questions

● Influencers

● Opportunities

Stuff you can do… To inform stuff like this….

Does #sociallistening replace the need for traditional research?

What types of outcomes and impacts can come from #sociallistening?

Use Cases

It’s time to get specific

Use Case: Crisis Awareness

What? What advertising boycotts are brewing, before they hit mainstream.

Why? Steer marketing / media decisions.

It’s not hard to get the firehouse...

(((ad OR advertising OR advertiser) NEAR/2 (ban OR boycott)) OR hashtags:(advertiserboycott OR adboycott OR adban) OR "pulled their ads" OR "pull their ads" OR "pull their advertising"

Static results in a vacuum are not helpful.

Find the new needle in the haystack.

Ad Boycotts

Email alert twice daily - covers all the results.

NOT Ingraham OR FOX

Email alert twice daily - covers all the results except those talking about Laura Ingraham

NOT Sinclair OR Ingraham

Email alert twice daily - covers all the results except those talking about Laura Ingraham or Sinclair Broadcasting

And so on, and so on… keep building

Look for predictive trends

More action happens earlier in the

week.

We also learned:

● Twitter usually pushes out the

first hints

● Watching RTs is a great

indication of how quickly

support will mount

● By the time it hits the trades,

the client has caught wind

Use Case: TARGET AUDIENCE IDENTIFICATION

Who is talking about a specific disease?* Who are you writing for?

Demographic & Psychographic Info

• You’re going to have to use some judgment

• Smaller sample sets are tagged, even with

geographic data, let alone other interests,

etc.

• With good segmentation, you can learn a lot

about your dataset

• Be creative

Use Case: Content ideation

Problem: Suppose you wanted to create current content:About tech topics and directed to consumersBefore it’s universally covered

Solution: Track industry leadership and watch for new needs, technologies, and solutions.

Identify topics before they hit consumers

Create “panel” of 50 industry experts who actively write about technology developments and uses.

Categorize all their aggregated social content into buckets:

● General Tech● Transportation Tech● Healthcare Tech● Sustainable Tech● Education Tech● Customer Experience

Identifying Top Trending Topics

Well-Shared Content Identified

USE CASE: Content delivery - when & where?

What social platforms are most relevant to my target audience? Where are they already talking about your brand?

Days of Week? Time of Day?

Drives content delivery decisions. Still, we recommend test, test, test!

Use Case: Directional ResearchFor PR & Partnerships

● What is Reward Volunteers?● Why should you log hours?

General, Medical, Education & Safety Are The Biggest Categories

• But, content within the

food/hunger, homelessness,

community clean up, etc. are

very telling and very specific.

• Find organizations that are

most discussed and issues

that consumers care deeply

about.

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Understanding Donate: Time, Items, Money

26

Families & Children Are Huge Topics:

27

Partnership Possibilities

28

Topics Of Interest

Drill down on topic clouds to quickly find subjects within the overall

conversation - helps craft messaging for outreach and relevancy.

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MARKET RESEARCH: Isolating conversation related to honey used in a “health” context.

general healthacid refluxantibioticantioxidantarthritisimpotenceheartburn

natural remedynatural remedy

cold/sore throat/coughsore throatgarglesoothinglemon AND feel better cough AND relieve cough AND drink cough AND remedy cough AND takecough AND treat flu

skin woundsburnsulcersheal AND wound treat AND wound dress AND wound heal

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3500

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May'09 June'09

July'09Aug'09 Sept'09

Oct'09Nov'09Dec'09Jan'10Feb'10

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cold/sorethroat/cough

skinwounds

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Understanding motivations and context

Listening informs thinking and helps uncover topics for

exploration – and allows us to dive deeply into motivations and

consumer attitudes.

Credit Unions & COVID-19

Huge U.S. COVID-19 DatabasePast 90 days ending May 5, 2020

Top Organizations & People

Positive & Negative Content

Top Hashtags

Demographics

Query: Credit Union + COVID-19 Past 30 days ending May 7, 2020

Primary Topics

Demographics

Weekdays – Afternoons & Evenings

Let’s look at a few credit unions specifically

Reach – Website + Social Channels

Very different volume and fan bases:

Brand posts and comments:

Audience interactions:

There are differences:

And similarities:

What else you can learn by analyzing the conversation…

● Who is writing about your topics and subtopics?● What are the subtleties in the content?● How have the topics changed over time?● Who are the influencers in the subtopics?● What brands are in the conversation?

○ From the consumer POV?

○ From the brand POV?

● So much to learn…..

There are a lot of tools out there. Any good free tools? What is your favorite paid tool and

why?

Investment

Time + Budget

Mention.com

SocialMention.com

Hootsuite

Paid Tools – Lots of Consolidation

● Sysomos + Meltwater● Brandwatch (includes Crimson Hexagon)● Sprinklr● Nuvi● NetBase● Sprout + Simply Measured● Synthesio● And more…

*See Forester Wave https://www.sprinklr.com/forrester-report/

Pros & Cons to Each

● Every system has its advantages.● All take time to learn well.● All take time to maintain.● Some visualize better, some learn better, some report prettier.● There’s no tool that takes away the need for critical thinking.

How much time does it take to set up a #sociallistening program?

Do any #sociallistening platforms eliminate the need for human analysis, judgment, and critical thinking?

And the 2 burning questions I always get:

Q & A