Starter s Guide for Listening

Transcription

1 Starter s Guide for Listening

2 Capture conversations across the social web about your company, products, and competitors using the listening capabilities of Adobe Social. The Starter s Guide for Listening covers how to implement a basic listening strategy, build basic and advanced listening rules, create share-of-voice reports, and more. ADOBE SOCIAL Starter s Guide for Listening

3 Starter s Guide for Listening Table of contents 1 Introduction to Social Listening 3 Listen for Your Brand Name 4 Example 1: Build a Basic Listening Rule 8 Example 2: Build an Advanced Listening Rule 11 Create a Share of Voice Report 13 Listen for Your Products 15 Fine-Tune Your Listening Rules 16 Useful Listening Filters ADOBE SOCIAL Starter s Guide for Listening

4 Introduction to Social Listening Capturing conversations across the social web about your company, products, and competitors gives you a better understanding of what customers think of your brand, what they re saying about you right now, and how their preferences change and trend over time. Businesses rely on social listening data to: Hear what customers are saying about their brand in real time Understand brand preferences Identify customer service issues Surface customer trends Identify business opportunities Uncover potential brand threats and crises The insights gathered through social listening help you interact with your audience in a more meaningful way and impact the way you do business. ADOBE SOCIAL Starter s Guide for Listening 1

5 This guide describes basic rule-building theories and processes that you can use in your own listening rules. You ll learn how to implement a basic listening strategy on Adobe Social, including: Listen for your brand name Create rules to capture anytime people mention your brand name on the social web. Listen for your competitors Create rules that measure share of voice the percentage of conversations about your brand as compared to your competitors a common and recommended listening tactic. Listen for your products Create rules to capture anytime people mention a specific product on the social web. Fine-tune your strategy Analyze the quality of mentions and data and adjust. Add useful listening filters A list of suggested listening filters to help you create more effective rules. ADOBE SOCIAL Starter s Guide for Listening 2

6 Listen for Your Brand Name First, we ll create rules to capture anytime people mention your brand name on the social web. Listening rules can be simple or complex. Build a basic listening rule Get a pulse on what is being said about your brand name by listening for mentions of your brand on the social web. Build an advanced listening rule Create an advanced listening rule that picks up mentions of your brand on the social web, including variations of your brand s name. ADOBE SOCIAL Starter s Guide for Listening 3

7 Example 1: Build a Basic Listening Rule Let s start by listening for Susie s Bar & Grill, a fictitious restaurant chain. 1. Select Settings > Listening Rules > Add. 2. Name the rule. Give your rule a descriptive name. This name is used to identify the rule in reports. If you do not specify a display name, the actual rule is used as the name, which might not be easy to read. 3. Choose which platforms you want to listen on. To select the appropriate platforms, it s good to have an idea about the types of filters used to build the rule. Name-brand listening often uses the Keywords filter, which lets us query most social platforms for a specific keyword or exact phrase. See the Filter List for descriptions, platform information, and examples of the available filters. For this example, the display name is simple, just Susie s Bar & Grill, whereas the actual rule is more complicated: ADOBE SOCIAL Starter s Guide for Listening 4

8 For example, the Keywords filter is available on the following platforms: Blogs, Facebook, G+, Reddit, YouTube, DailyMotion, Flickr, Tumblr, Disqus, Metacafe, Twitter, VK, and WordPress. The Keywords filter is not available on Instagram and Foursquare, because Instagram lets you listen only for hashtags, and Foursquare lets you listen only for location-based posts, not keywords. We ll select only the platforms that support the Keywords filter. Note: You can also click Select All, and then deselect Instagram and Foursquare to save time. 4. Specify the date range for which you want to collect data. Specifying an end date is optional, but if you do not specify an end date, tracking continues until you delete the rule. Note: If you choose a start date in the past, the Twitter data is backfilled. This process can take several hours, depending on how many days you are backfilling. 5. Under Filters, click the Builder tab. The Builder lets you build rules with a user-friendly interface rather than manually entering text. 6. From the All (AND) drop-down list, select Keywords, type Susie s Bar & Grill in the text box, and then click Add. ADOBE SOCIAL Starter s Guide for Listening 5

9 For now, let s skip all the other options. Here s how the rule should look: ADOBE SOCIAL Starter s Guide for Listening 6

10 Voila! We have now created a rule named Susie s Bar & Grill that rather than manually entering text. Susie s Bar & Grill on the specified platforms. We can see that the generated rule is very simple: After you understand how queries are formed, it might be easier for you to use the text box to enter your rules. To do this, use the Basic tab in the Rule Builder. Note: The default filter when entering text is Keywords. You can change the default. ADOBE SOCIAL Starter s Guide for Listening 7

11 Example 2: Build an Advanced Listening Rule Now let s create a more complex rule that includes all the variations and misspellings of the brand name Susie s Bar & Grill. Some people might use Susy, not include the apostrophe, or spell the name slightly differently. To capture all mentions, we add the possible variations. Using the information in this table, our listening rule needs to take into account 16 variations of Susie s Bar & Grill. Variation in Brand Name Susie s Susy s Susies Susys Variation in Spelling and Format Bar and Grill Bar & Grill Bar and Grille Bar & Grille The query string looks like this: (Susie s OR Susy s OR Susies OR Susys) AND (Bar and Grill OR Bar & Grill OR Bar and Grille OR Bar & Grille) This rule includes various spellings of Susie s and different forms of Bar & Grill. 1. Click the Builder tab. 2. In the Any (OR) section, choose Keywords, enter the four variations of the brand name that we identified, and then click Add To New Group. You can specify multiple terms by separating them with commas. For example: Susie s, Susy s, Susies, Susys. ADOBE SOCIAL Starter s Guide for Listening 8

12 Here s how this rule looks: 3. In the Any (OR) section, choose Keywords (this should already be selected), enter the four variations of Bar & Grill separated by commas, and then click Add To New Group. Here s the rule in the Generated Rule section. Now let s create the second part of the rule that includes variations in the spelling and format of Bar & Grill. ADOBE SOCIAL Starter s Guide for Listening 9

13 Here s how the rule now looks: We can use the Twitter Preview on the right side to get an idea of the tweets this rule would pull in. Because we are listening for a brand name in this example, we won t choose a specific social campaign to associate with this query. We re not going to save this rule yet because we re going to continue building on it in the next section, Listen for Your Competitors. ADOBE SOCIAL Starter s Guide for Listening 10

14 Create a Share of Voice Report Measuring share of voice is a common and recommended listening tactic. Share of voice reveals what percentage of the conversations are about your brand as compared to your competitors. Susie s Bar & Grill has three main competitors: Burgermeister Santa Fe Bar and Grill The Daily Grill For example, let s add Burgermeister as a competitor in our Share of Voice report. 1. In the Classifications and Tags section of the Rule Builder, type Share of Voice in the Classification Group text box. 2. In the Classification drop-down menu, select the display name of the listening rule that you created for Burgermeister, and click Add. In the same way we created advanced listening rules for Susie s Bar & Grill. This enables us to collect data for each of the competitors separately. After we have build individual rules for each competitor, we classify the data into a group. Classifications can be leveraged to achieve a holistic view of how we stack up against our competitors. When we classify a rule, it lets us roll up the data and look at all the rules we have classified in aggregate and create side-by-side comparisons. Note: If you had created multiple listening rules for Burgermeister, you could add each rule to this classification group to measure Burgermeister s total share of voice. 3. Repeat the steps to add rules for other competitors. ADOBE SOCIAL Starter s Guide for Listening 11

15 4. Click Add Rule when finished. Because we created a Share of Voice classification group for these terms, it appears in our custom reports (Analytics > Custom Reports). Click this report to view all your competitors data in a single report. You can also add additional metrics to the report, such as average sentiment. Note: You can assign multiple classifications to a listening rule. Classifications are 100% retroactive. ADOBE SOCIAL Starter s Guide for Listening 12

16 Listen for Your Products Now, we ll create a rule to capture what is being said about your products and services. For this example, let s listen to what people are saying about Susie s Bar & Grill s new menu item, the California BBQ Burger. We want to listen for California BBQ Burger, but only in the context of Susie s Bar and Grill. Let s first start by creating a rule variable for Susie s Bar & Grill. A rule variable is a way to define an item that is used by many listening rules. Rather than add the information each time to a new rule, you can specify the rule variable. And if you modify the rule variable, the listening rules that contain the variable are automatically updated. Using rule variables saves time and reduces errors. For more information, see Rule Variables. 1. Click Settings > Listening Rules > Rule Variables. 2. Click Add to create a new rule variable 3. Enter a name that clearly defines this rule variable for later use. 4. Define the rule variable. Tip: You can just copy and paste the spelling variations rule for Susie s Bar & Grill that you created earlier. 5. Click Save. ADOBE SOCIAL Starter s Guide for Listening 13

17 Here s how to use your newly created rule variable in a listening rule. 1. When creating or editing a listening rule, select Rule Variables from the All (AND) or ANY (OR) drop-down menu. Select the rule variable from the drop-down list (in this scenario, Susie s Bar & Grill), and click Add. 2. In the All (AND) section, select Keywords and enter California BBQ Burger as the keyword. Here s how the rule looks: Tip: Click the rule variable to expand the rule. 3. Click Add to save the rule. You can also create a rule variable for the different variations of California BBQ Burger, such as California Barbeque Burger, using the same process. The rule would then look something like this: ADOBE SOCIAL Starter s Guide for Listening 14

18 Fine-Tune Your Listening Rules Social listening is an organic process that requires ongoing attention to ensure that you are only pulling in data that is relevant for your needs and business goals. After you have added listening rules to Adobe Social and are getting mentions and data in your reports, be sure to review the quality of the mentions that you re pulling in. Are any of the mentions irrelevant to your business? If so, you can tweak your rules to eliminate noise by creating more specific queries. It is best practice to adjust your queries as often as necessary to be as specific as possible. Highly specific queries yield more relevant results. ADOBE SOCIAL Starter s Guide for Listening 15

19 Useful Listening Filters Author Filter Matches any activity for the specified user. Example: If adobe is the filter, all tweets that are collected, including retweets. To refine your listening rules, consider integrating one or more of these filters. Author To From Hashtag Word Proximity Friends Count Followers Count See the Filter List for descriptions, platform information, and examples of the available filters. You re not following the actual Twitter author. The Author filter only captures mentions or retweets of the For example, the following tweet is captured because it ADOBE SOCIAL Starter s Guide for Listening 16

20 However, the following tweet isn t captured because it doesn t mention the in the text. For example, the following tweet is captured because it s in reply adobe is the first text mentioned in the tweet. To Filter Matches any activity that is in reply to a particular user. However, the following tweet isn t captured because it doesn t reply or start with the Example: Specifying adobe matches all activity in reply ADOBE SOCIAL Starter s Guide for Listening 17

21 From Filter Matches any activity from a specific user. For Twitter, the user ID can also be used. Example: Specifying adobe matches all posts, comments, and likes just like when you click Follow in Twitter. Hashtag Filter Matches any activity with the given hashtag. Example: Specifying adobelife matches all posts containing or tagged with #adobelife. For example, the following tweet is captured because it s from the For example, the following tweet is captured because it contains the hashtag #adobelife. ADOBE SOCIAL Starter s Guide for Listening 18

22 However, the following tweet isn t captured because it doesn t contain the hashtag #adobelife. Example: Specifying adobe and life with the proximity of 4 captures anything that has the words adobe and life within four words of each other. For example, the following tweet is captured because adobe and life are within four words of each other. Word Proximity Filter Matches any activity where the keywords within a certain distance from each other. However, the following tweet isn t captured because adobe and life are more than four words apart. ADOBE SOCIAL Starter s Guide for Listening 19

23 Friends Count Filter Matches tweets of authors who have a friends count (the number of users he or she follows) within the specified range. Example: Match anybody who has 50,000 to 200,000 friends and tweets with the keyword adobe. Followers Count Filter Matches tweets of authors who have a followers count within the specified range. Example: Match anybody who has a following of 50,000 to 200,000 and tweets with the keyword adobe. Note: Twitter Preview does not show the Friends Count filter, but it does generate a preview for mentions matching the keyword. Note: Twitter Preview does not show the Followers Count filter, but it does generate a preview for mentions matching the keyword. ADOBE SOCIAL Starter s Guide for Listening 20