Our Business Minds: People are talking about you, but are you listening?

Sunday, 14 June 2015

People are talking about you, but are you listening?

These steps are there to help you get on your (high) horse.

People are talking about you, but are you listening?

Robyn Simpson

Marketing Strategist, Business Development, Marketing Planning, Franchisor

Marketing has changed drastically over the past 5 years. Digital media has shifted the power from the marketer to the consumer. No longer is it safe to bury your head in the sand and say “Social Media doesn’t affect our business”.

Smart marketers are tuning in to data and the power it possesses. When captured and analysed in a timely manner, digital intelligence can provide several strategic benefits including:

Identifying trending topics talked about by your customers and prospects

Identifying which content has the most influence and ‘viral coefficient’. That is, what content is shared broadly.

Identify relevant people to connect with including influencers

Identify channels most used to communicate in your industry – you may be surprised… Twitter and Instagram are quite well used in a huge number of industries, the trick is to learn how to use them well.

See competitors activities and respond quickly with counter strategies

Identify key words your market are actually using, to drive SEO and SEM campaigns

Identify negative posts/comments and manage them effectively

A Few Snapshots:

Bubble Diagram – live stream

This is a snapshot of the bubble diagram for the Home Mortgage Industry in Australia. The size, colour and spread of the bubbles each indicate important aspects of the post.

By clicking on a bubble you can see how and where it was shared (the lines), and the actual post pops up. We can respond, share, change sentiment, view the live post all from the console without having to log into the actual social media site itself.

Word burst key terms diagram

This shows you an interactive overview of the key words being used by your market. Use it to construct relevant content and build the most popular words into your SEO and SEM campaigns.

Each segment is clickable so you can drill down to find out more about the sentiment and context of the use of the term.

Each term is also ranked in popularity so you can easily identify the ones that are relevant for SEO/SEM campaigns.

Report Types:

You can get a myriad of reports tailored to suit your business or industry. There are three key report types you should consider before embarking on digital and social media marketing strategies:

Industry reports: Great for identifying key influencers, topics of interest, key words, current, trends, useful content and predominant media channels (ie Facebook, Twitter, Blogs etc).

Your Business Monitor: Specifically for tracking what is being said by and about your business. Great for identifying key influencers, managing any negative press, engagement and viral reach of messages, what is working/not, best times and places for posting…

Competitor Monitors: Find out what your competitors are doing and saying, and what others are saying about them. Choose your nemesis, watch and structure a strong digital strategy to counter and outsmart them.

You can tailor reports to certain geographic locations, for example, a recent report we did for one of our clients was for the Natural Health Industry in Brisbane. In some cases it makes sense to develop international reports, such as one we have recently done for the Medical Equipment industry. Other clients require a national report, such as the one we have just produced for the Home Mortgage industry in Australia.

The Upshot…

We’re not saying you need to be on social media necessarily. We are saying that you need to tap into the conversations being had online and use that data to construct sound strategic marketing plans.

Excellent marketing relies heavily on excellent up to date data. It’s a great investment to ensure your marketing strategy is ahead of the game and you may be pleasantly surprised at the cost.

https://www.linkedin.com/pulse/people-talking-you-listening-robyn-simpson