The Social Media Data Cookbook

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The Social Media Data Cookbook: Simple techniques any marketer can master to use data to sell more products James Mulvey Hootsuite @JamesMulvey

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10 more simple ways to use data ● Get the complete Social Media Data Cookbook. ● 10 more ways to use social data in your marketing including the SEO Cluster Recipe and how to grow your brand’s digital share of voice. ● Download the free guide here

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Social data can help us better understand customers— so why don’t we use more of it?

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It’s hard to find insights! Complex data Big investments ● Rock star data companies like Amazon and eBay sell the dream but most companies can’t achieve those heights Investment is huge—you need to walk before you run ● Analytics platforms are hard to master, slow to show insights It’s not easy to know what you’re looking for Need data scientists ● Social media contains complex and messy data ● ● ●

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“60% of businesses struggle to use social media data to improve company revenue.” -Social Business Index, Hootsuite and Harris Poll

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“Everybody talks about big data, but what most companies need at this point are small insights.” - Scott Monty, Vision Critical

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Today, you’ll master ● How to better understand your customers by using social data to paint a human picture of your prospect ● Create ads and landing pages that resonate by adding actual customer language into campaign messaging ● Increase traffic and sales — make sure your content has the right focus or level of complexity for readers, viewers, and fans

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Personas lack human depth Often personas are generic and lack specific insights about customers. ● Social data adds human depth to your marketing personas. ● Don’t know what a customer persona is? This is the best book written on the subject. ● Let’s go through the steps, using social data to paint a human picture of our customers.

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Using data to understand dog owners Let’s say you work at a large company that sells dog training products. You have a new dog training video course that you want to sell on social media. But right now, your landing pages, ads, and social content don’t seem to be connecting with dog owners.

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Plan of attack The goal: better understand the real frustrations, needs, and desires of dog lovers. The strategy: use social media data to find actual humans talking about their dog problems. This will help make your marketing personas more accurate.

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“Hack into your customer’s head. Uncover their needs and wants. Exceed their expectations. And then give them what they really want.” - Bryan & Jeffrey Eisenberg

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“Be the best listener you ever met. That is your market talking. You don't have to have great ideas if you can hear great ideas.” - Eugene Schwartz

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How to listen for great ideas ● The famous copywriter Eugene Schwartz said his million-dollar ideas came from listening to the ‘mind of the market.’ ● Back then (before the internet), he’d talk to cab drivers, read magazines, and talk to clients. ● Now, we have even more ways to hear what our customers truly want.

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Social media data can help. Here’s how.

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3 simple steps What you’ll learn Begin with research Use software Build a dashboard and brainstorm common customer buying triggers. or manually analyze data from social media. and listen to real customer voices and challenges.

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PART 1: Initial Research Before you use social media analytics: ● ● and brainstorm common customer buying triggers. A better plan is to prepare with some initial Google research. ● Begin with research You can waste a lot of time hunting for insights in analytics. We’ll show you how.

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STEP #1: conduct a Google search Type in a general keyword into Google Let’s say we want to sell a dog training product to dog lovers. Begin with a general search such as “dog training tips.” Then, go to the bottom of Google and look at the “related search results.” Click on the result that sounds like an actual human question. We picked “basic dog training tips.”

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STEP #2: repeat and repeat Go to Google’s “related searches” again. You’ve now dug beneath most of the obvious results and will see more interesting results. We picked “train dog to sit.” If you haven’t found anything interesting yet, try the process again with a different keyword pathway such as “train dog to relax.”

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STEP 3: flip solutions into questions ● With Google, people often formulate their problems as nouns and short phrases. “I need to train my dog to sit” becomes “dog training tips” or “basic dog training.” ● But people don’t complain or talk with their friends like this on social media. So, for the next section flip the noun into a basic sentence. ● “Train dog to sit” = “My dog won’t sit.” That’s how a real person would talk about that problem on social media.

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This little switch (SEO nouns > simple sentences) can have a meaningful impact on the quality of your social media data.

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We searched for “Dog Training Tips” We used Hootsuite Analytics to search global social media data. As you can see in the preview, this type of SEO phrase—a short keyword focused phrase— returns spam, marketing messages, and products. Those are not the results you want! Zero insights. All noise.

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Watch what happens when we change noun-based phrases into a simple, human sentence.

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Much better! Next, we used the phrase “my dog won’t sit” which is closer to how a human would actually complain about this problem. This short sentence—instead of a noun-based SEO keyword— reveals real human conversations. This is the data you want. Real human conversations.

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Simple sentences reveal humans The internet is filled with companies trying to sell stuff. This makes it hard to find real insights. Noun-based SEO keywords are magnets for spam, making it hard to spot actual insights. Use simple sentences (such as “my dog won’t sit”) rather than noun-based phrases “dog training tips” when analyzing social media data.

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PART 2: Analyze Social Data Now, we will use software to analyze global social media data ● ● or manually analyze data from social media. Or manually pull mentions and data into a spreadsheet. ● Use software You can use a solution such as Hootsuite Enterprise’s deep listening platform. We have three steps to find insights in the noisy chatter of social media data.

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We used Hootsuite Enterprise to pull global data We plugged the phrase “my dog won’t sit” into Hootsuite Enterprise. There’s one interesting insight we see right away. A dog owner complaining that their “dog won’t sit next to me.” Let’s dig into that phrase.

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Finding our first customer insight Can this phrase reveal anything about potential customers? Let’s see what we can find by simply using the phrase: “My dog won’t sit.” You might be surprised by how much we can learn from this little phrase.

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Plug your simple phrase back into Google This time, we are looking for forums, Tweets, and customer reviews on sites like Amazon. We immediately found a Reddit discussion with the phrase, “my dog hates sitting next to me.”

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From dog tricks to fixing relationships We’ve moved from “dog training tips” to finding real conversations from dog owners. They might buy training products. But their real motivation is to have a better relationship with their dog. That’s one way we can sell this product. It’s not about training your dog with tricks. The benefit is: training will better connect you to your dog.

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A few social data search tips ● Unless you want to pull a ton of data, avoid noun-based phrases such as “dog training tips.” Instead, use simple sentences people would actually say. ● Boolean Operator #1: “Quotes” pull an exact match. “My Poodle barks too much.” ● Boolean Operator #2: AND combines multiple terms. “My poodle barks too much AND my small dog barks too much.” ● Avoid hashtags and location filters at first. You’ll pull more data.

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STEP #1: find the right phrase 1. Turn nouns and solutions into simple sentences. “dog sitting tips” = “my dog won’t sit” or “my beagle won’t sit.” 2. Be careful not to make decisions based on spam and people selling products. Dig deeper for genuine human conversations. 3. Don’t have a good phrase yet? Go back to the first section and use the Google tips.

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Your typical generic marketing copy Often, marketing personas focus on demographics and generic pain points. This can lead to product-centric ads, landing pages, and generic social content. Social data helps us actually understand why those benefits and features matter to the customer. Dog Training Video Course ● ● ● Teach your dog to sit in 5 steps Learn the secrets of the pros Good for busy professionals with little time to waste! Buy Now

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Social data reveals emotional triggers Social data connects us to our customer’s true emotion and problems. This is a much better way to sell products. Even though we’ve only pulled a tiny bit of data, we can see how social data helps to focus better on emotions and the real problems our customers face everyday. Dog training is more than tricks Does your dog not sit by you? Do they bark too much? These are all signs of an unhealthy relationship with your dog. ● ● ● Learn why your dog acts out Use training to bond with your dog Reduce your dog’s anxiety with proper training techniques Order now

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Data tip: Look for F-Bombs in your data

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How to find true customer insights 1. Look through your results. Is it all clean and professional language? You are likely looking at vendor and brand results. 2. Refine your searches until you find actual humans talking (and often swearing) about products and services. 3. If you are finding F-Bombs and offensive language, you are on the right path.

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PART 3: Listen Regularly to Your Market We found our first insight. Let’s now craft better marketing campaigns. ● ● Build a dashboard and listen to real customer voices and challenges. First, we’ll create a persona listening dashboard. Next, we’ll monitor and observe our customer’s language, using these insights in campaigns. ● Let’s build your dashboard.

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STEP #1: Pick a social listening platform Use your favorite deep listening solution or a spreadsheet ● You can use a solution such as Hootsuite Analytics. ● Or manually pull mentions and data into a spreadsheet. ● You’ll then build a dashboard that you can share with your boss, clients, and teams.

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STEP #2: Focus on one social network Pick one network to focus on In our research, Reddit and Twitter revealed lots of insights. But LinkedIn is better for B2B and Pinterest might work best for consumer products. Tool: you can monitor Reddit for keywords such as “My dog won’t sit” with the Reddit Keyword Monitor Pro app for Hootsuite. Pic of Reddit app

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Step 3: Build your listening dashboard ● Make a list of 10-15 social media users that represent your ideal customer ● Create search streams in Hootsuite to easily monitor and learn from these ideal customers ● Use a solution such as Hootsuite Enterprise to conduct deep social media listening, pulling in broad data about your market and phrases (such as “my dog won’t sit”). ● Book time every week to listen to your market and understand their daily struggles.

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STEP #4: Put these insights to work Our ideal customer - Sarah ● Sarah’s buying trigger is dog behavioral problems. ● Common phrases used “my dog won’t sit next to me,” “my dog won’t cuddle,” “my dog doesn’t like me anymore.” ● ● How to position: don’t focus on tricks. Instead, focus on training as a way to restore her damaged relationship with dog. Twitter is a common place where dog owners complain (invest in Twitter ads?) Use your new insights to: ● Make sure landing pages and ad copy mirror the language and challenges you’ve pulled directly from real customers. ● Find new ways to position your products, using customer-centric language instead of product features and marketing jargon. ● Build blog posts and social content that solve customer questions you’ve found on social networks.

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Hootsuite Enterprise can help ● Discover customers talking about your brand, industry, and competition right now ● Geo-location and language data on social conversations around your brand from 100+ million data sources in 50+ languages ● Build live dashboards to easily analyze market terms and customer conversations about your products and competitors Request a personal demo here

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11 More Smart Ways to Use Social Media Data ● Get the complete Social Media Data Cookbook. ● More step-by-step ways to use social data in your marketing including the SEO Cluster Recipe and how to grow your brand’s share of voice. ● Download your free guide here

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About Hootsuite Enterprise Partner with Hootsuite to accelerate your social transformation Hootsuite is the most widely used platform for managing social media, loved by over 10 million people around the globe and trusted by more than 800 of the Fortune 1000. Hootsuite Enterprise empowers organizations to execute business strategies for the social media era and scale social media activities across multiple teams, departments, and regions. Our versatile platform supports a thriving ecosystem of social networks complemented by 200+ business applications and integrations, allowing organizations to extend social media into existing systems and programs. Trusted by over 800 of the Fortune 1000 Along with our channel and agency partners, we help organizations build deeper relationships with customers, stay connected to the needs of the market, grow revenue, and draw meaningful insights from social media data. Innovating since day one, we continue to help organizations pioneer the social media landscape and accelerate their success through product training, group training and tailored organizational training, as well as security and compliance services. Request a custom demo today by visiting enterprise.hootsuite.com

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