Tag Archives: conversations

How Social Media Monitoring Can Improve Your Sales

By now, most marketers understand that it’s a good idea to monitor what’s being said about you in social media, for self-protection at least. How can you know if your brand or company is being trashed online, so that you can take appropriate remedial action, if you’re not listening?

Now an article from Contently highlights some of the other ways in which Social Media Monitoring can directly help your business:

What happens when a minor TV character get major social attention? In the digital age, how do you take advantage of it and adjust? That was the challenge faced by BET [Television] Network’s Being Mary Jane.

The show’s Twitter analysis showed that an unexpected character was emerging as a fan favourite: Avery, the wife scorned by the affair between Mary Jane and her husband. It was too late to reshoot the series, but the fans’ love forced BET to rethink its social media strategy and the way it was promoting the show.

It all began around the time the series premiered in January 2013. JP Lespinasse, BET’s senior director of social media, got a shiny new toy: Adobe Social, a social media management and analytics tool that he began using to monitor the chatter around Being Mary Jane.

Two shows into the eight-episode series, an intriguing insight emerged. While of course the romantically challenged Mary Jane herself got the most attention, the Twitter analysis showed that Avery garnered the next highest number of mentions.

“The next step was, let’s see where we can begin to amp up our coverage of Avery from a content perspective,” Lespinasse recalls. BET recut some of its broadcast commercials to feature Avery more. They also gave her more visibility on the show’s website and digital promotions, and recruited the actress who plays Mary Jane, Robinne Lee, to live tweet the episodes that featured her character.

When the social media staff used their human brains to parse the social media chatter, they gleaned another useful insight into just why Avery appealed so much to the audience. “There were a lot of people quoting her,” Lespinasse says. “The stuff that made Avery resonate was the stuff that came out of her mouth. So, not only do we want to feature her generally, we want to feature what she’s saying.”

So how did the BET social media team glean these insights? They began their social listening program two weeks before the premiere. Then, every morning after the show aired, they’d peruse the analytics. They also produced weekly reports charting the total audience against social media mentions.

Most of us don’t have TV shows in our product portfolio, but any brand promoting its wares to a public audience (whether B2C or B2B) should have a social media monitoring strategy that reports on what’s being said about the brand online.

By actively listening, you can identify any problems and concerns, of course, but the monitoring process can also highlight:

  • product features that particularly appeal to your customers
  • unexpected uses for your product that might create future opportunities
  • category problems that consumers have but that your product could solve

In the latter case, social media monitoring provider Infoglutton gives an example of how monitoring can improve product design:

We ran InfoGlutton to monitor problems people are expressing about espresso machines. Here’s two mentions we found out today on Twitter:

espresso

Joe Hall, writing at SearchEngineLand, provides a useful protocol for turning social media monitoring into effective new product design:

funnel

Recommended Monitoring Tools

So how can you listen effectively without the process taking up too much time? At a minimum, you should:

  • Sign yourself up to Google Alerts for your company name, products, executives or brand terms so that you’re alerted by email whenever your name pops up online. To do so, enter your search terms and select to receive updates as they happen.

    alerts
    Choose “As-it-happens” and “All results”

  • Check Twitter for chatter about your company or brand. Use tools like TweetBeep or Twitter Search to monitor conversations about your company in real-time.
  • Get email notifications for specific search phrases on Facebook through Hyperalerts.
  • (B2B) Join a few LinkedIn groups to which your key customers and prospects belong. Search for questions or comments that you or members of your company can address.
  • Get yourself up to speed with RSS readers and use Feedly to check Flickr, Delicious, Digg and others

Facebook’s Hottest Topics of 2013

It’s that time of year when the Internet giants crunch their Big Data and report on “the most _____________ of the year”.

Here’s Facebook’s contribution to the mix:

Conversations happening all over Facebook offer a unique snapshot of the world, and this year was no different. Every day, people post about the topics and milestones that are important to them – everything from announcing an engagement, to discussing breaking news, or even celebrating a favorite athlete or sports team.

Facebook analyzed the past year’s worth of these posts to reveal the top global trends of 2013:

Top Life Events
Check out the life events people added to their Timeline most frequently in 2013.

Most shared life events on Facebook 2013

Global Life Events

  1. Added a relationship, got engaged or got married
  2. Traveled
  3. Moved
  4. Ended a relationship
  5. First met a friend
  6. Added a family member, expecting a baby or had a baby
  7. Got a pet
  8. Lost a loved one
  9. Got a piercing
  10. Quit a habit

Most Talked About Topics
Take a look at the most mentioned people and events of 2013, which point to some of the most popular topics around the world.

Facebook's most talked-about topics

Global Topics

  1. Pope Francis
  2. Election
  3. Royal Baby
  4. Typhoon
  5. Margaret Thatcher
  6. Harlem Shake
  7. Miley Cyrus
  8. Boston Marathon
  9. Tour de France
  10. Nelson Mandela

“Election” appeared in many languages, and was the second most mentioned term on Facebook worldwide in 2013. With high-profile national elections in countries like India, Kenya, Iran and Italy year, it’s not a surprise to see it near the top of the list.

Facebook also took the pulse of regional conversations in 16 different countries (alas, not including New Zealand). Here’s what our neighbours across the ditch were sharing:

australia

Topics Shared – Australia:

  • Vote
  • Princess Kate
  • Cricket
  • Kevin Rudd
  • Grand Final
  • Election
  • GST
  • Lions
  • Tony Abbott
  • Big Brother

Top Check-Ins Around The World
Explore the places around the world with the most check-ins (excluding transportation hubs).

Most popular Facebook check-ins of 2013

  • Argentina: Puerto Madero, Buenos Aires
  • Australia: Melbourne Cricket Ground (MCG), East Melbourne, Victoria
  • Brazil: Parque Ibirapuera, São Paulo
  • Canada: Rogers Arena, Vancouver, British Columbia
  • Egypt: Sharm el-Sheikh, South Sinai Governorate, Egypt
  • France: Disneyland Paris, Marne La Vallée
  • Germany: Reeperbahn, Hamburg
  • Hong Kong: 香港迪士尼樂園 | Hong Kong Disneyland
  • Iceland: Blue Lagoon, Reykjavík, Iceland
  • India: Harmandir Sahib (The Golden Temple)
  • Italy: Piazza San Marco, Venice
  • Japan: 東京ディズニーランド (Tokyo Disneyland), Tokyo
  • Mexico: Auditorio Nacional, Mexico City
  • Nigeria: Ikeja City Mall, Ikeja, Lagos, Nigeria
  • Poland: Temat Rzeka, Warsaw
  • Russia: Центральный парк культуры и отдыха им. Горького | Gorky Park of Culture and Leisure
  • Singapore: Marina Bay Sands
  • South Africa: Victoria & Alfred Waterfront
  • South Korea: Myungdong Street, Seoul
  • Spain: Las Ramblas, Barcelona, Catalonia
  • Sweden: Friends Arena, Solna
  • Taiwan: 花園夜市Tainan Flower Night Market, Tainan City
  • Turkey: Taksim Square, Istanbul
  • United Kingdom: The 02, London
  • United States: Disneyland, Anaheim, California

We’re still waiting on Google to publish its most popular searches of 2013, but here’s Bing’s list.

 

 

20 Ways to Engage More in 2012

If you’re a typical marketer, your tendency will be to use Facebook, Twitter or Google Plus for a one-way stream of information about yourself and your products. #socialmediafail

Umm — they’re called “social networks” for a reason. The idea is for you to ENGAGE with your connections, not simply pour out your own thoughts and ignore them.

In fact, Facebook’s EdgeRank algorithm — which determines how visible your postings are to those who say they “like” you — gives priority to posts that are two-way in nature. In other words, the more engaging your content — the more your posts turn into conversations — the more visible they are to your fans and followers.

So, what can you do to engage more effectively through social networks in 2012?

Apart from the obvious — LISTEN to what your connections are saying and RESPOND in a timely manner — here are 20 ways for you to engage more, by constructing relevant, valuable, remarkable content designed to cater to the needs, wants and interests of your audience. Your aim is to add value to your followers, including outbound links to areas that could help them with their goals and purposes.

These are the criteria you need to use to shape the content:

  1. Your message needs to be relevant to your audience — and to their audiences as well, if you want the content to be shared beyond the initial recipients
  2. It needs to be fresh — stale news won’t get past the Delete key
  3. Your news needs to be worth buzzing about
  4. It needs to be exclusive — those potentially sharing the information want to be seen as ’in the know’, ahead of the pack
  5. There needs to be an element of scarcity involved to drive urgency (’only 150 made’, ’only until [date]’)
  6. It needs to come from a credible source
  7. Your product or service needs to be the right stuff (inherently valuable)
  8. Helpful – Does your content help solve problems? “Always be helping” is the new “always be closing.”
  9. Timely – Can your target audience relate to it?
  10. Targeted – Is the content intended to inform those “just looking”, “close to buying” or in the post-purchase phase?
  11. Interruptive – Is there a captivating element that grabs and sustains attention?
  12. Entertaining – Is there a novel or enjoyable aspect that is well-conceived and engaging?
  13. Illuminating – will it lead to “A Ha!” moments for recipients?
  14. Shareable – Does it have a viral quality? Would an influencer want to forward it, or post it?
  15. Progressive – Is there a call to action or “next-steps”?
  16. Versatile – Can it be leveraged across media channels?
  17. Crowd-sourced – Does it involve customers or partners in the spirit of cooperation?
  18. Efficient – Is it concise, perhaps in an effective list format, to offset diminished attention spans online?
  19. Attractive – is it graphically interesting and will it stand out?
  20. Integrated – Does it fit with your existing or upcoming marketing pieces?

You should also regularly ask questions of your constituents, seeking their opinion or input (and responding to them if they give it).

Don’t just treat social media like advertising, you won’t like the results.

PS If you need guidance in how to engage, may we direct you to our social media courses, all of which include a healthy focus on tools of engagement.