What Are Your Customers Saying?
An Introduction to Social Media Listening
October 29, 2 - 5:30 pm, San Francisco
The Sentiment Analysis Symposium presents a special, Monday afternoon, October 29, 2012 class, An Introduction to Social Media Listening, designed and taught by noted analyst and consultant, Mike Moran.
Mike is co-author of the best-selling book Search Engine Marketing, Inc., a former IBM Distinguished Engineer with more than 30 years experience in text analytics and search technology, including experience at IBM Research. Mike led the original search marketing strategy for ibm.com, which he worked on for eight years, and was Product Manager for IBM's OmniFind search product.
Mike is the author of the acclaimed book on Internet marketing, Do It Wrong Quickly, and serves as Chief Strategist for Converseon, a leader in social media listening software. He is a Visiting Lecturer at the University of Virginia's Darden School of Business, and an instructor at Rutgers, Fairleigh Dickinson, and other universities. Reach him through his Web site (mikemoran.com) and through the Biznology newsletter and blog that he founded, and check out his columns for Search Engine Guide.
What Are Your Customers Saying?
Social media usage is exploding. All the cool kids are doing it. But how do you keep up with what people are saying about your brand? How do you know if they are positive or negative? Or how the conversation is trending? And how do you pull that off in every country around the world? To answer those questions, and many more, you need a social media listening program.
In this class...
You'll walk through the entire process of planning and executing social media listening in your organization:
- Identify your goals in social media listening. Are you monitoring brand reputation? Looking for a cheaper means of market research? Trying to improve customer service? Searching for sales leads? Your goals will determine the way you design your program.
- Determine the business value of listening. How will your program pay back the time and cost invested? Depending on your listening goal, you might be looking for less-expensive insights, better decisions, happier customers, or hard return on investment, such as increased sales.
- Choose your listening topics. What kinds of conversations do you want to listen to? What words do people use in their discussions? Knowing the language of the right conversation is the key to isolating the discussions that you are interested in.
- Identify the right listening technology. Which kinds of tools work in which situations? Learn which features of tools matter most in your situation and learn how different technical approaches might be required for different listening topics.
- Staff your listening team. Will you work in-house or use a services vendor? You can run your program completely on your own or completely out-sourced or somewhere in between.
- Manage your program. How do you use listening across your organization for insights and engagement? Use social analytics to drive change on the issues you care about most.
It's easy to fire up a basic tool, such as Google Alerts, but if you want to move from ad hoc listening to driving real business value, you need to mobilize your team to use the information out there to your advantage.
Your customers are talking. Are you listening?
Register for the class or the symposium or both. Visit the registration page.
Mike's class will take place in the Bar Association of San Francisco facility, in the Bently Reserve building at 301 Battery Street, San Francisco.