Masterclass: The Value of Monitoring Beyond Your Owned Platforms
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This document summarizes a Brandwatch masterclass on monitoring social media beyond owned platforms. It discusses the opportunity for brands to engage in conversations on external social media sites. It provides tips for how to execute an effective social listening strategy, including tapping brand advocates, influencing sales through education, engaging customers after purchase, flipping negative sentiment, and recommending future content. The document also outlines best practices for implementation, such as establishing voice guidelines, defining roles and workflows, employing etiquette, and gaining approvals.
Masterclass: The Value of Monitoring Beyond Your Owned Platforms
- 1. Brandwatch Masterclass The Value of Monitoring Beyond Your Owned Platforms April 10, 2015
- 2. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2 @ShannonTruax: Head of Social, iCrossing I believe… • A social practice is a customer practice, focused on people-centric marketing • Social is everywhere, in real-time, all the time • Advocacy is key, and it’s created through fantastic content and social listening & response
- 3. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3 Agenda The Opportunity Conversations in Action The Implementation
- 4. 1. The Opportunity 4 THE OPPORTUNITY
- 5. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5 Size and Scale of Social This represents 68.5% of internet users and 54.4% of the country’s population. 4.5% increase in social network users this year The number of people in the U.S. who actively participate in social networks will hit 173.2 million people this year. Talk to me! @shannontruax #BrandwatchTips Because engagement is the #1 reason people participate in social media, brands can build relationships through conversation.
- 6. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6 The Immediacy to Talk to Brands Publicly Social is now the top Internet activity… And more than 60% of time spent in social occurs on smartphones and tablets. Experiences Mobile gives people the ability to react to both positive and negative experiences in real-time Public Messaging These reactions manifest themselves in public-facing social posts and tweets for all to see Talk to me! @shannontruax #BrandwatchTips
- 7. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7 Top Five Reasons to Monitor Outside Owned Platforms ① Tap brand champions to grow advocacy ② Influence sales through education and 1:1 interaction ③ Engage with customers post-sale to deepen relationships ④ Flip negative sentiment to positive ⑤ Recommend content, based on conversation analysis Talk to me! @shannontruax #BrandwatchTips
- 9. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9 Tap Brand Champions to Encourage Advocacy Take the time to learn about your fan, and personalize your response. Because they’re already an advocate, it’s worth giving them a little extra TLC. Talk to me! @shannontruax #BrandwatchTips
- 10. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10 Be first, and be thoughtful. Beat the competition to the conversation, and ask the consumer what they want. Suggest thoughtful products, and provide meaningful links to educate and encourage exploration. Influence Sales Through Education Talk to me! @shannontruax #BrandwatchTips
- 11. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11 New owners are advocates, so don’t stop at the sale. Continue the conversation by asking for photos and using brand-owner hashtags to boost conversation volume and grow positive sentiment. Engage with Customers Post-Sale Talk to me! @shannontruax #BrandwatchTips
- 12. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12 Not all consumers will @mention a brand for help; although, they might express negative sentiment in their networks. Find these conversations and ask how you can help to turn the negative mention to a positive. Flip Negative Sentiment to Positive Talk to me! @shannontruax #BrandwatchTips
- 13. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13 Social listening informs on the products and features that consumers love, and not love – ours and our competitors. This allows us to deliver the experiences our customers want. Recommend Future Content Talk to me! @shannontruax #BrandwatchTips
- 14. 14 That all sounds great, but is it easy to implement?
- 15. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15 Best Practices • Establish Voice and Tone Guidelines • Define a Workflow with clear Roles & Responsibilities • Employ Etiquette and Governance • Gain approvals in advance Talk to me! @shannontruax #BrandwatchTips
- 16. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16 Establish Voice and Tone Guidelines We are • Identify who you are as a brand: • Human? • Informal? • Friendly? • Premium? • Innovators? We speak with • Define how you speak: • A Supportive ear? • Genuine openness? • Contagious enthusiasm? • Straightforward helpfulness? We are not • Determine what you are not: • Unresponsive? • Condescending? • Arrogant? • Complicated?
- 17. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17 Define a Work Flow, Roles, and Responsibilities Brandwatch Triage Customer Service (Customer Service Team) Pre-Sale Product Info (Brand Ambassador) Post Sale Setup/Info (Brand Ambassador) Hot Topics (Community Manager) 1. Conversations are monitored in Brandwatch. 2. Actionable conversations are triaged, assigning tickets to the appropriate team. 3. Teams work to resolve the inquiry, or reassign, if unable to respond. 4. Responding team resolves, and then closes the ticket once a resolution is reached. 5. All conversation & ticket open/close rates are included in the Monthly Report.
- 18. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18 Poor Spelling/Grammar Too 'Salesy' Posts Too Often Trying To Be Funny “Brand behavior that annoys most people is bad grammar and spelling.” – Research study by Disruptive Communications. Employ Etiquette and Governance And, define your governance: • Hashtags to leverage • How to address taboo topics • Acceptable sites to reference Talk to me! @shannontruax #BrandwatchTips
- 19. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19 Gain Approvals in Advance Create a Common Response Guide to streamline listening efforts and maximize conversation volume Look at each conversation through these lenses: • Who is the author? An enthusiast, influencer, potential/current customer? • What is the nature of the conversation? Speculation, a question, competitor comparison, praise or doubt? • What action will you take? A simple favorite or retweet, a reply, or nothing at all? • What will we say; and, how will we say it? Common responses are written in a particular tone, leveraging hashtags and links. Talk to me! @shannontruax #BrandwatchTips
- 20. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20 Takeaways • A social practice is a customer practice. • Mobile allows for immediacy, and customers are talking. • Brand champions will grow brand advocacy. • Engagement is important in influencing sales, but it must continue after the purchase has taken place. • While approvals can be a challenge, front loaded work (i.e. establishing an agreed upon voice & tone, common response guide) will allow for faster, more efficient ways to engage. Talk to me! @shannontruax #BrandwatchTips
- 21. THANK YOU