Listening & Analytics. Get A Complete Picture of Your Social Performance

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1 Listening & Get A Complete Picture of Your Social Performance

2 01 Introduction We ve integrated a robust Listening tool into Socialbakers, creating the most complete enterprise social media analytics and performance measurement tool on the market. Social marketers can now complement the industry s leading analytics solution by tracking real-time buzz happening beyond their profile in Listening, all from within a single tool - revealing a more complete picture of their social media performance on their profiles, versus their competitors, and how their content is driving conversations in the market. 99.9% Mentions from Twitter are captured via the Twitter Streaming API, which covers 99.9% of all mentions even for accounts with more than a million mentions per day. On Facebook, Socialbakers has the largest database of Facebook Pages, so Socialbakers and Socialbakers Builder users are able to see all mentions of specific keywords from Facebook Pages. A mention by a Facebook Page will most likely be seen by a lot more people than a user mention (and our research has shown that a user s News Feed is at least a quarter Page posts). ALL In this paper we provide a quick overview of the key differences between and Listening solutions, and why having both approaches is essential to excelling at social marketing. of all mentions on Twitter via the Twitter Streaming API mentions of specific keywords by Facebook Pages.

3 02 Two Complementary Solutions Listening 1 Are people talking about my brand online? If so, what are they saying? Who are the key influencers speaking about 1 my brand? How many followers/fans do they have? How successful are we in comparison to our direct competitors and industry and regional benchmarks? Where are our strengths and weaknesses? 2 Are my campaigns successfully driving online buzz? 2 How successfully are we growing our audiences? 3 How much exposure is my brand getting online compared 3 What type of content is the most and least engaging 4 Are my competitors receiving negative feedback? Can I swoop 4 How quickly and effectively are we responding to my competitors? in at the right time to poach fans away with a better offer? and shareable? Are we promoting our effectively? to incoming questions?

4 03 Complete Analysis & Monitoring Essential Role of Social Listening lies at the core of any brand s social strategy. It enables Plan your content strategy Monitor how your strategy is resonating you to look at your past performance, evaluate critical KPIs such and analyze: beyond your social channel and track: as engagement, shareability, most successful posts and Engagement & Shareability, Frequency Queries and hashtags post types - all in a competitive context. This data provides Most successful posts & post types Pulse of online buzz Post promotion effectiveness How your brand or campaign resonates globaly Benchmark against industry, region & the competition If influential profiles are amplifying the reach you with the needed insight to redefine your targets, and plan your content and promotion strategies accordingly. Listening With Listening, you can go one step further and monitor how well your campaigns are performing by the amount of conversations you are driving in the market. You can set your brand s name or a campaign hashtag as a query and start seeing how your campaign is resonating beyond your channels. Add New Query... and react quickly

5 03 Complete Analysis & Monitoring Social buzz is often the result of a well-executed owned and paid media strategy. For example, if the volume of social buzz is low after launching a campaign or product, it is a clear sign that the campaign needs better execution. The Power of Influencers Influencers can be a powerful asset for amplifying your reach and influencing purchasing behavior. Listening enables you to identify impactful influencers and help you answer these important questions: Are celebrities, bloggers, journalists, industry analysts, media, trendsetters or other influential profiles mentioning your brand? Reach out to them and turn them into partners or brand ambassadors! Are your employees your ambassadors? Encourage them to be! Discover the most active profiles mentioning your brand or campaign and see the reach of their message. Reach out to them and turn them into brand ambassadors to harness the full power of social in support of your marketing efforts. Top 5 Mentions by Audience Size Sep 13, Oct 12, 2015

6 03 Complete Analysis & Monitoring Do my content and campaigns need localization? Distribution of Mentions With Listening you can also track the distribution of mentions across countries and languages. If your chosen keywords are mentioned less frequently in specific markets, your content team should consider creating a local social media profile and build tailored localized content and localized hashtags for your campaigns. Image: This chart demonstrates the distribution and number of mentions from local social media profiles, along with defined keywords, and how much this example brand is mentioned across markets and languages.

7 04 Customer Care Question Response Rate You can measure your social customer care performance by tracking KPIs like Question Response Time Number of Answered and Unanswered Questions These metrics help you to continuously strive for better core performance, but Listening can take your customer care one step further to catch unexpected negative feedback beyond your profile and enable you to react instantly. Listening - spot feedback that would otherwise remain unnoticed You can react immediately when you spot unexpected negative / positive feedback or a sales opportunity with the real-time feed of posts and tweets. Each mention includes the language, country, and potential reach - page Fans or Followers so you know how relevant and powerful the mention is and see how many interactions it may get. It s well known that consumers trust reviews and customer opinions more than they do brand messaging, and this ultimately affects purchasing decisions - precisely why you should be on the lookout for posts mentioning your brand.

8 05 Identifying New Leads Add New Query Not only are sales opportunities made from spotting negative feedback and deploying an incentive to retain your customers, but your competition may look for negative feedback on your profile and try to tempt customers away by offering an attractive alternative. The future of your social customer care has to factor in the competition, and if you want to gain a competitive advantage, Listening can help competitor outage you find new sales opportunities. Simply create a query with your competitor s name in a negative context - outage, can t, fail, problem.

9 05 Competitor Research & Benchmarking Looking just at your own performance isn t enough. You need to benchmark yourself against competitors to gain a true Some of the key metrics to benchmark are Total Interactions (Absolute Engagement) Number of Posts understanding of your social performance in any given period. Compare your performance against your competition, industry and regional benchmarks across all KPIs - most importantly Share of Engagement, Promotion strategy, Customer Care, % of Organic vs. Paid Posts and Interactions Response Rate & Time Content Inspiration. By analyzing these core KPIs, you can spot your strengths and weaknesses, and see where you are outperforming your competition and where you need to play catch-up. Listening Look at your share of voice - the amount of conversations that your brand is driving - globally or within specific markets to see where you are meeting your goals and where you re falling behind. Listening may reveal that your share of voice is lacking in a specific market, which you can then remedy by trying to get additional PR coverage. Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6

10 07 A Complete Picture of Social is essential for strategic planning and analyzing your owned social channels, and for competitive analysis of content and promotion strategy and customer care. Listening Listening is for real-time monitoring of earned media - buzz beyond your profile from both Fans and non-fans - and it enables on-the-fly tactical optimization and for capturing feedback that otherwise would remain unnoticed. Earned Socialbakers Listening Real-time monitoring of buzz and conversations beyond brand s social profiles by both fans and non-fans Owned Socialbakers Competitive benchmarking & analysis of content created by the brand s social channel You need both Listening and to monitor your performance on and off your social media channels and help you execute a successful social media strategy.

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