Archive for the ‘Tips & Help’ Category

SlideShare: Corporate Storytelling in the 21st Century

As community managers and corporate communicators, we often get tangled up in the latest fads. Whether it’s a hot new social channel, new tweak to social networks or other, the social marketing world can be immensely distracting.

We often forget the basics. No matter what the medium, it’s our job as storytellers to purvey the tale of our company’s roots, our people and how our products enable consumers and customers to do their job better or live their lives at full capacity.

Storyteller

At a recent client event, I delivered a session called Smart Brand Social Storytelling.

In this session, I discussed:

  • How bad corporate marketers are making us all look bad
  • Re-visiting your core purpose for being present on social media channels
  • The importance of having a corporate and product narrative
  • Tactical tips and pointers on how to craft a storyline on mediums such as imagery, video and more to stay true to that corporate narrative
  • How to use influencers to help tell your story from their point of view

The Slideshare is embedded below and I look forward to advancing this conversation forward!

Tweet at me or comment below!

(Image credit: Flickr user nickpiggott)

 

Integrating Social Reporting Within Your Organization

Reporting and distributing actionable information is hard. It’s very important but it’s hard. We’ve covered how to get started with your reports and what elements help paint a picture on how your marketing efforts on social are pushing gauges one way or another.

Collaborate

However, social reporting isn’t worth doing for the sake of knowing only how your social efforts are performing. Let’s talk about how social data should be integrated with other reporting and data points for insights across your company or organization!

Customer Service and Support

Supporting the customer after the sale is an important practice of any socially active company. How can we support customer service?

  • Problematic products: You should set up regular communications channels that include reporting on product mentions and sentiment. Dig in to peaks and valleys to see what products are causing customer issues and why.
  • Reporting success: If a change is made to your product and it causes a rise in sentiment or a rash of positive praise for your support group, let them know! Pats on the back are always appreciated. :)

Human Resources

Keeping a pulse on the buzz of your employees is super important in measuring and tracking employee morale.

  • Healthy initiatives: More and more companies are launching initiatives to get employees active and fit. It’s a fact, employees who are enabled to exercise and be active are happier and more productive. So, create a socially-enabled fitness campaign and use social reporting to encourage physical activities to individual and groups of employees
  • #CompanyLife: From happy employees who are enjoying the company coffee cart to those mountain biking on the weekend. Social reporting should report these cases so the company can a) use them on the corporate social channels and b) engage with the employees online ‘like’, comment and share the company’s amazing culture.

Within The Marketing / Communications Group

Social data is of course applicable to marketing efforts. From product launches to announcements and influencer engagement, social reporting should be mapped against:

  • Press releases and announcements: How much social lift was gained off impressions, shares and comments about your last announcement? Use your listening tool to help augment coverage reports.
  • Search marketing: At my last job doing work with Nokia, I was in regular communications with our search ad folks to map trends in search mapping to compare/contrast what I was seeing in social. This helped us optimise our content from an SEO perspective.
  • Merchandising management: What products are generating buzz (good and bad) online and do these map against the products you’re pushing through prominent placement?

Building big dashboards

As social media measurement and reporting touches so many branches of modern-day organization, I advise you to form a reporting alliance with different data / story tellers in your company. Get regular communications set up and work together to build responsive reports that give managers all around the organization actionable data to advance the company or organization.

Here’s another challenge: build dashboards that cross department and corporate lines. In my last role, we had a digital marketing-wide reports that spanned 6 different groups from social to paid to search and every where in between. We met weekly and produced a scorecard that contained high-level observations and weeks’ trends. Also, we had monthly and quarterly reviews.

These meetings and data observations helped us cross-pollinate to see how social campaigns touched each group and enabled us to tell a unified story to our CMO that the entire executive leadership team gained value from.

How do you report cross-organizationally?

(Image credit: Flickr user brenderous)

Upcoming Webinar: What To Listen For When Your Brand Isn’t Being Talked About

Sysomos Webinar - What To Listen For  When No One Is Talking About Your Brand

If you have a new product or company, or more simply, you’re starting out on social media, how do you find out what’s being said about your market, company and products?

On July 23 from 1:30 – 2:30 PM Eastern, we’ll explore the topic of what to listen for when coming in to a new market or vertical.

We’ll discuss:

  • How to find your keywords surrounding your products/brand
  • What’s being said about your competitors. The good and the bad. :)
  • What’s being said about the business leaders in your field
  • How to find the most influential voices in your prospective communities
  • How to strike up conversations with those movers and shakers

And much more!

I’ll be leading the webinar and I look forward to the dialogue.

Jason Harris’ Bio

Jason Harris is Sr. Manager of Community and Evangelism at Sysomos. He manages Sysomos’ social strategy and Evangelism program. Jason works like mad to ensure data is relevant to decision makers and stakeholders. 

At Sysomos, Jason serves as a corporate liaison for the company’s clients, partners and customers as the head of community and brand evangelism.

Jason’s background is in corporate blogging, corporate community building and management and influencer marketing.

Join us by clicking here

Social Media Reporting Doesn’t Need To Be A Daunting Task

Being involved in social media marketing is a fun job. You get to come up with creative ways to engage your audience, speak to people from all corners of the world and help make your company look awesome to the rest of the world. But then it always comes to that one task that you dread… actually reporting on your social media activities.

Social media reporting doesn’t need a daunting task though. There are many tools that can help make the process a lot less painless, and Sysomos Heartbeat is one of those.

Set Up Specific Dashboards For Your Reports

One of the best features of our all new Sysomos Heartbeat is that we give you ability to truly customize your dashboards. With a customized dashboard you can have all of your important and need-to-know information at your fingertips anytime you need them all in one place. Another feature that makes customizable dashboards great is that as your plans and goals change for your social media activities, you can continuously change, rearrange and update your personal dashboard. You can even set up more than one dashboard to track different types of goals on their own.

If you want to customize your own dashboard, it’s really quite simple. Once you have your tags and filters* set in Sysomos Heartbeat to see the information you’re most interested in, find the widget that interests you. Let’s say for this example it’s the Activity Summary chart.

Now, notice in the upper right corner of the widget the widget settings icon? This is going to be important.

Sysomos Heartbeat - Activity Summary Widget

Selecting the widget settings icon will give you a drop down menu where you can select Add To Dashboard. Click that.

Sysomos Heartbeat - Widget Settings

Next, you’ll be given a drop down menu allowing you to select which already created dashboard you’d like to add that widget to. If you don’t already have a customized dashboard setup, you’ll be given the option to create a new one.

Sysomos Heartbeat - Select your Dashboard

Now, you can repeat this process until every piece of information you need to see is combined into your ultimate reporting dashboard. Any widget that you find inside the Monitor section of Sysomos Heartbeat can be added to a dashboard, which gives you endless possibilities for dashboards.

Sysomos Heartbeat - Executive Overview Sample Dashboard

 

Get Your Dashboards Sent Right To Your Inbox

Now that you have your perfect dashboard setup, it’s time to use it for easy reporting.

Additionally, the all-new Sysomos Heartbeat gives you the ability to subscribe to any and all of your dashboards. Subscribing to a dashboard will bring all the information that you just deemed as important to your reporting sent directly to your inbox… or even your boss’s inbox.

To subscribe to a dashboard simply head to the dashboard you want and in the upper right corner you should see a “Subscribe” button. Clicking that button will then give you a form where you can specify the email you want the dashboard sent to, what you’d like the subject of the email to say and how frequently you’d like it delivered, daily or weekly.

Sysomos Heartbeat - Subscribe To Your Dashboard
And that’s it!

You can now have your reports sent directly to you when you need them with no hassle whatsoever. It’s just that easy. Sysomos Heartbeat helps to make the daunting task of reporting on your social media activities as easy as opening an email.

If you’re already a Sysomos customer and want to learn about dashboards and how you set up your reports to be sent right to you, check out the dashboard information in our Support Portal*.

And if you’re not already using Sysomos to help take the hassle out of your reporting, what are you waiting for? Request to see a demo of Sysomos Heartbeat right now.

 

* This link goes to our client help section and you’ll need to login with your regular Sysomos login to access it.

Social Media Reporting: Where To Start

By now, being active in social media is pretty much table stakes for most modern companies and brands. But just being in social media isn’t enough. You have to learn from what you’re doing in social media so that you can continuously grow and get better. And the best way to learn is from reporting on what you’ve been doing and learning from what those reports tell you. Jason wrote a great post on why reporting on your social efforts is so important just last week.

While reporting is going to be crucial for your company so that you can get better, you first need to know what you’re going to report on so that you can learn from your efforts.

 

Start with knowing why you brand is active on social media

Getting involved in social media just to say that your company has a social media presence is not really a reason to be there. You should have clearly defined reasons for why you’re using social media.

For some companies, these reasons are going to be as simple as “create more awareness for our brand” or “to provide assistance for our customers on a channel that is easy for them.” Other reasons companies may get into social might include things like “to increase sales of our product/service” which can sometimes be a bit harder to measure, but not impossible.

By knowing your actual reason for getting involved in social will help you determine your goals and those will set you on the proper track to know what report on towards those goals.

Think about why your company is in social media in the first place

Create social media goals to compliment your reasons for being involved in social media

Once you know why you’re getting involved in social media it’s time to set some goals. Goals are going to help you set clear expectations for those reasons you’ve gotten into social media. More importantly, setting goals is going to help you to know if you’re achieving on your overall reasons for being in social media.

Goals for social media should be S.M.A.R.T. This is a simple acronym that means your goals should be Specific, Measurable, Attainable, Relevant and Time-bound. So, for example, you want to get into social media so you can increase the public awareness of your brand, you should have a corresponding goal that would be something like “gain 1000 new fans/followers over our first 3 months.”

In this case, you have a specific reason for why you’re entering social media in the first place, and you have a target goal that you can work towards to justify your reason.

S.M.A.R.T. Goals

Here’s a few other examples of some S.M.A.R.T. goals you might want to consider:

  • If your reason for being in social media is to provide customer service via social media, your goal can be “to respond to all customer service requests within 30 minutes of when they come in” or “to help our customers by closing a minimum of 10 customer support tickets every week day” or even “to make sure that every customer walks away from a service request with a positive experience.”
  • If your reason for being on Twitter is to drive people to your company’s blog, your goal could be something like “to increase the number of blog visitors (click-throughs) we get daily by 30% over two months” or “increase the average number of page views per visit to a minimum of 3 pages in the next 6 months.”
  • If you decided that your reason for being in social is prove yourself or your company as a thought leader in your respective space, your goal might be “to have our CEO make one post to LinkedIn Publishing per month and have 1000 people read that piece.”

In all of these examples above, the goal always relates back to the reason for being in social media and has clearly defined and attainable measurements that have specific timelines. This is how you should think about all the goals that you start setting.

It’s also important to remember when setting goals that no two social networks are identical. Every network will have it’s own uses, so you may want to set up different goals for each channel, but making sure that they are still relevant to your overall reasons for being there in the first place.

 

Measure and report on your efforts towards those goals

Now that we know why you want to be in social media in the first place and we’ve set up some goals that will help us to justify those reasons, it’s time to start thinking about how you’re going to measure and report on those goals.

In the world of digital marketing, pretty much everything is trackable. The real difficult part comes down to deciding on how much of those things you’re actually going to report on. While it’s easy to get caught up in all of the numbers you might be able to see, if you took the first two steps above you should have a clearer idea of where to head when it’s time to report on your social efforts.

While your reports might include what some people refer to as “vanity metrics,” things like how your fans/followers increased, how many likes/favorites or shares/RT’s your content got, you should focus more on measurements that relate to your defined goals.

These will be known as your KPIs, which stands for Key Performance Indicators.

Report on things that show you're working towards your KPI's

If you follow these steps, you should now have a great idea of what you’re going to report on when your boss or client asks “How are things going with our social media efforts?”

Build social intelligence in your content production process and reporting frameworks. Reach out to us and we’d be happy to show you how Sysomos can help you measure towards your social media KPI’s and make sure you’re measuring the right things.

5 Advanced Sysomos Tips and Tricks You May Be Missing Out On

Every day, we get to see our amazing clients use Sysomos in amazing ways. But no matter how smart our clients are (and they’re pretty smart), not everyone can possibly know everything. Especially with software like ours that’s always full of fun surprises for our clients.

While you can’t know everything, we thought it would be great to help our clients get a bit better at their jobs. So we decided to ask our team of Social Media Specialists “what amazing thing in Sysomos do you think too many clients are missing out on?”

Here’s 5 of our favorite answers:

 

Anastasia Kedrova, Enterprise Social Media Specialist – Bookmarks in Sysomos Heartbeat

Bookmarks in Heartbeat can be customized to be accessible to only 1 user or a group of users, as opposed to all users. This is an excellent time saving tool and a way for team members to make sure they are looking at the exact same filter set when collaborating in Heartbeat. Also, don’t forget to give your bookmarks names that are easy for everyone that sees them to understand what they’re looking at.

Create Bookmarks In Sysomos Heartbeat

 

Alex DiRenzo, Agency Social Media Specialist – Learn More About The People Talking About Your Brand

A lot of clients use the Followers Bio Word Cloud to learn more about their Twitter followers, but what about all the people that mention their brand that aren’t following? This is where CSV export files can be utilized – Write a simple brand mentions query. Export the Twitter results. In the CSV file there will be a bio column. Copy the whole column into word or another excel sheet and de-duplicate the list so that no users bio is repeating itself. Paste the duplicate free results into any available online word cloud generator. Voila – you have a word cloud of all the ways those who mentioned your brand are self identifying in their Twitter bio. The largest words will be the most commonly occurring. Note you may want to remove any words from the word cloud that you may consider fluff – i.e. love, Twitter, I, work, live, etc. Look no further than your own twitter bio to see how many personal details you’ve revealed in a short space to see how this can be valuable.

 

David FollertManager, Client Experience Removing the “Common Filter” in MAP’s Compare Tab

Lots of people use the compare tab in MAP to compare themselves to their competitors over a common timeline and filter set. But removing the common filter gives you the ability to compare so much more. You could compare the same query or hashtag filtered by different geographies, demographics or timelines. It’s really useful.

Sysomos MAP - Give each query in Compare it's own Filter Set

 

Lianna MacDonald, Enterprise Social Media Specialist Search In Your Own Heartbeat

One thing I think more clients can take advantage of is the fact that they can create Boolean queries in their own Heartbeat allowing them to do an ad-hoc search amongst all the mentions in their Heartbeat account (up to 30K mentions).

Margot Underdown, Social Media Specialist – Community Media Sets in MAP & Heartbeat

See how a specific twitter community found in our Communities tool is talking about a certain topic/brand/product and who this community is by adding them to a Media Set. Drill down their conversations by jumping into Text Analytics, Demographics and Top Influencers.

Want even more insight? Try running a blank query search and go through the analytics again to find out if this community has any other commonalities outside of your original search topic. This can help your brand provide more valuable and relatable content to a specific audience.

Sysomos Heartbeat - Creating A Media Set Based On A Community Of Influence

 

If you need any help implementing or want to learn more about any of the tips above, feel free to reach out to your dedicated Sysomos Social Media Specialist.

If you ever want to learn more cool Sysomos tips and tricks, make sure you check our great Sysomos Support Portal.

And if you’re not already a Sysomos client, but are interested in learning how you can become one and do some of the cool things mentioned above, feel free to reach out and request a demo of our software.

Use Social Intelligence and Influencers to Amplify Your Content

In the month of June, our theme has been social intelligence-powered content production and related topics for content marketers. Today we’re going to discuss ways to help amplify your content using relationships with influencers.

Let’s preface this conversation with a definition of ‘influencer’, which has become a widely used term in 2015.

An influencer is any person who has developed an engaged audience with his/her community. An influencer is usually an expert in a field such as photography, marketing, couponing or even fashion. Through their social media activity on channels such as YouTube, Pinterest, Twitter or other platform, they’ve amassed a following who admires the talents of that influencer and takes their opinions to heart.

These influencers are constantly looking for news and articles to possibly use in their outgoing communications on their social channels.

Here, content marketers, is where the opportunity lies.

Using social intelligence and good old fashioned people skills, we can find, approach and seed content to influencers for amplification.

How do I start?

If you’re considering an influencer content seeding plan, you and your organization needs to begin by generating visually interesting or intellectually stimulating content that the influencer and their community would find to be interesting and sharable.

Let’s begin this exploration with an applied example: Years ago, through my writing on my personal blog and a well-known tech blog I used to write for, I was an influencer for Nokia. The company saw me as an expert in mobile phones/technologies and liked my opinions. Therefore, they gave me the opportunity to trial phones, come to corporate events and get to know various experts inside the company.

This example is a good illustration of a healthy influencer relationship. Nokia received product opinions and earned media amongst my social posts and those of the other influencers in the program and I received early access to mobile handsets and was able to be the first online with opinions about Nokia phones, software and trends.

Generate a win-win

Depending on your industry vertical or viewpoint, your organization has a lot to offer influencers. But, why should the influencer reply to your email and start a relationship around your product or service?

At this point you might be thinking that the influencer will gain exposure and therefore he/she should reply to the ask. But I can tell you firsthand, there are too many requests  being made to influencers and you need to dig deeper.

Bring them in to the product formation. Smart companies approach influencers for their expert opinions in addition to access to the influencers’ audience. Reach out to influencers on Twitter or other channels and immediately offer to bring them into your process. Invite them to meet your team. Meet with them and ask for their opinion. Even if your legal department asks for an NDA, the feedback and collaboration earned from this type of relationship is invaluable.

Tailor the content in cooperation with the influencer. Say for example you’re at a company that sells a new type of healthy greek yogurt and you want to spread the word amongst fitness and health food influencers. Rather than simply developing a blog post or infographic and emailing 100 influencers with a request to share the content on their channels, instead email 10 of the top influencers and ask them what type of visual assets their audience would eat up.

I can guarantee that for some content producers, they have an idea for an infographic, but they don’t have a designer to help develop it and make it happen. Your marketing department does (if not, get one!) and therefore you can co-create the content. The brand will get higher engagement from the influencer and wider spread if this approach is taken.

Feature the influencer in the campaign. Let’s go back to the yogurt example above. If you’re looking to use an influencer’s celebrity status, offer to feature them in the campaign! This can take place in the form of images featuring them as a model, an expose on the influencer’s story or public speaking appearances featuring the influencer as a key participant. Note: some influencers will likely desire a payment for this type of endorsement so be ready to respond to this ask in your project planning.

How do I find these influencers?

Finding influencers can be difficult. Using Twitter search or other engines leads to many false leads and wasted time. This is where Sysomos can help you. Using our Sysomos MAP tool, we make finding influencers easy.

Influencer Bio Search

We’re amongst the only tools online that actually allows you to search Twitter bios. You see, many times, influencers put titles into their Twitter bio that, when keyed in to, yield fantastic insights into what drives and motivates them.

For example, a friend of mine, Shannon Dougherty, is a fitness expert, entrepreneur and wellness influencer. Check out her Twitter profile below:

Shannon Twitter bio

 

So, say you’re looking for someone who might find your yogurt to be beneficial to their audience, check out Sysomos MAP and click on the Influencer Bio Search.

Influencer bio search

 

Check out Communities in Sysomos

Sure finding individuals with a voice and high influencer score is great. But let’s dig deeper and see who is actually a community catalyst. Who influencers the influencers? Check out the Communities tab inside MAP to see just that:

Wellness Communities

Work with us

Looking for more information on how influencer marketing is done with Sysomos? Contact us today!

Set Up The Ultimate Content Plan Using Social Intelligence

When you’re responsible for shaping and executing your company’s content plan for social media, it’s easy to get distracted. As corporate content marketers, we’re constantly asked to “throw things up on the blog” or “post that image to Twitter and generate some leads”. Therefore, content plans can be cluttered and lack theme and direction.

But, let’s not throw our hands in the air, content marketers! There’s light at the end of the tunnel (and it’s not a train, promise)!

To help guide us in our content planning, let’s go back to basics and architect a calendar/strategy that aligns with organizational goals powered by social intelligence.

Go back to the corporate elevator pitch

The vast majority of messaging that goes out on corporate social channels need to be ‘on brand’ and ‘on message’. But constitutes ‘on brand’?

Consult your company’s high level marketing messages and goals. It it’s been so long that you can’t remember what these are, then remind yourself by asking. If the corporate goals are stale and out-dated, then rattle the CMO’s office for actionable messaging.

Within the Syosmos content team, we’re lucky that we have a transparent CEO and executive team that takes it upon themselves to make sure we have a corporate roadmap in place that enables us to develop marketing messaging (for all digital marketing channels, including social). If you don’t have this in your organization, speak up! Remember, the squeaky wheel gets the grease!

Use text analytics

When looking for new keywords to play off of in corporate social messaging, look at your analytics tools and specifically the text analytics capabilities. Within your analytics tool, check out word clouds and my favorite, Buzz Graphs.  If you don’t have a BuzzGraph, then you need Sysomos.  :)

 

Elevator Buzzgraph

BuzzGraphs are my favorite because it shows correlations between two or more terms on social media and shows what words are being used in conjunction with your specified terms.

So, let’s say you work for an elevator company. You might find that people like to complain about waiting in line for elevators, that Brits refer it to the lift and so on. In this case, craft some funny social messages/images around waiting in line.

Get funky and think outside the box!

Find your balance and enforce it

Because social media touches all facets of the business from marketing, customer service, support and more, it’s important to find a balance with your messaging.

As a content manager, decide how many posts on each channel are appropriate for your business. Then devise a formula to guide your content calendars.

For example, some companies employ this type of mix: 50% outbound marketing, 20% helpful tips, 20% curated content, 10% re-tweeting clients. With this type of formula, you’ll know exactly how many messages you have each week to devote to each category. Writing your outbound messages become easier when you have these mixes in mind.

Let us help you master content planning by showing you what social intelligence is all about. Contact us today for a demo!

What tips do you have for your fellow content marketers?  Let’s discuss below!

 

How Audible Uses Social Intelligence Powered By Sysomos

Audible needs no introduction. The company is one of the pioneers on the web, having brought audiobooks to the connected, tech-savvy consumer. The service has a loyal fanbase of customers ranging from the very young to those who’d classify their age as ‘mature’. :)

Audible is a global brand, stretching across North America, Europe and all the way to Australia.

The social team at Audible is a small group that has a large impact. In order to help service the various departments at Audible, the team uses Sysomos to make smart decisions based on social intelligence.

Helping product marketing decide upon priorities

As Audible customers ourselves, we realize that the best audiobooks are a combination of a fantastic book and of course, a stellar narrator. In fact, when you find a narrator you like, you often seek out books brought to life by those immense talents.

It turns out we’re not alone and Audible realizes this. Using Sysomos Heartbeat, the marketing team tracks top narrators based on conversations occurring on the social web. Then, using MAP queries to dig deeper, product marketing is made aware of top narrators and given context of the voice talent is one who’s sought after.

In the same manner of Heartbeat monitoring and ad hoc MAP queries, the social team reports on authors, narrators, plot lines and other social data to help formulate a predictive formula for a top seller in the Audible store.

Informing Customer Care and Community Management

In our interview with Audible’s marketing team, community management and customer care were recurring themes that make use of Sysomos technologies. As a team that’s spread across geographies, Sysomos Heartbeats and MAP searches unify efforts and leads to time efficiencies that wouldn’t otherwise be possible.

“Instead of just monitoring direct mentions, we have Heartbeats that help us monitor all aspects of customer satisfaction,” says Monica Vaccari, community manager at Audible.  “From identifying issues with books, to pinpointing potential bugs in our mobile apps, Sysomos helps puts hours back in our day.”

To communicate what categories of questions and issues the Audible social team replies to, they’ve employed tags in Sysomos Heartbeat. After a response is issued to the customer via Sysomos Heartbeat, they use the tagging system to tag each contact with a relevant category.

Social Care Responses

In their rock-star efforts to ensure customer happiness, Audible makes use of Sysomos Heartbeat, MAP and publishing tools.

“Through Sysomos, we can find buried conversations that we wouldn’t be able to find on our own.”

Using Sysomos Text Analytics, the social care team reports on what words and phrases are being used and responded through on social media. This helps the team illustrate that time period’s conversation topics in relation to Audible’s key words.

Text Analytics

Applied example: going above and beyond for the community

Recently, the Audible social care team noticed a notable influx of inbound messages surrounding the a popular podcast and Audible. At first glance, the team thought it was a crisis of some kind, but upon further investigation, the podcast creators, in their show, urged listeners to Tweet at Audible in an effort to get an audiobook recorded.

The social team went in to action and helped the show’s producer through the audiobook production process and in a short period of time, Audible had the audiobook up for sale.

This process is a successful example of community managers identifying a want, helping the customer through an otherwise involved process and delivering a finished product to the marketplace.

What a great way to honor a content request and enable these content producers find a market for their creations!

Influencer engagement

One marketing outreach area that Audible is seeing a boost in is YouTube personalities. Through affiliate marketing, YouTubers are driving links and sign-ups at Audible.com and through the Sysomos lens, Audible knows which YouTube creators are the most valuable to their brand.

In a similar vein, if you’re a podcast fan, then you’ve likely heard your favorite podcast host mention Audible.com as a sponsor.

Audible learned early on when podcasting started as a medium that listeners of top podcasts were the perfect candidates to trial Audible and convert to customer. Similar to finding YouTuber influencers, Audible uses Sysomos to recruit and track podcasters in their affiliate marketing programs.

Merchandising using social intelligence

For any retail business, knowing what goods and products to highlight is an art that is sometimes informed by science. This is where social intelligence comes in to play. By using social insights, Audible merchandising teams can listen, experiment and feature titles at will.

On a regular basis, the community management team sends reports and observations to the Content team at Audible (the group who acquires new titles). From data on new prospective authors, narrators and even potential titles, the Community team has 6 MAP reports that went over Comic books, podcasts and other new types of content.

As a result, Audible acquired the rights to those titles and they’ll be in the store this summer.

Applied example: One Direction

In 2014, the wildly popular group One Direction released a memoir of their lives as artists.  As an added bonus, the band members each narrated their parts within the audiobook. Noticing a spike in conversation on social, the Community team at Audible was the first to pick up on Audible customers’ interest in this title. The team was astonished at how focused and passionate One Directions’ fans were and notified the Audible product team.

Audible was able to put the book up for pre-order and with their learnings, the social team informed those in charge of paid social advertising. Those ads drove new member acquisition and the One Direction narrated book even made the Audible.com home page based off the interest first spotted on social media.

Launching a dedicated social care channel

In order to better serve their customers, Audible is launching a Twitter account dedicated to customer care. To help coordinate between the main Audible account and Audible social care channels, the teams will use assigned tweets inside Sysomos to coordinate responses and set assignments.

Also, with an added team member, Sysomos makes it possible to orchestrate efforts regardless of a person’s office location.

Audible.com has sister sites in Australia, Germany, France and the UK, the community team has adheres to a unified social approach through regular meeting and weekly email coordination with the social care teams.

Being able to have social care reporting will be an added benefit to launching an Audible Social Care Twitter handle. Social Care and Audible Customer Care both align in one mission: “Exceed Expectations.” As Audible matures along the social care timeline, they seek to keep exceeding expectations.

In the graph below, the Social Care Team reports on the favorable sentiment of the contacts social care responds to.

Social Care Sentiment

Social Intelligence’s place in your community management practice

How do you integrate intelligence as a community manager? Which any of the lessons learned form the Audible team resonate with you?

Is your reporting different and better? Leave a comment below and let’s discuss!

4 Ways Your Product Team Can Benefit from Social Intelligence

How often have you heard the phrase “social media is the world’s largest focus group?”

You may have heard this phrase too many times to count, but how serious have you taken it? Maybe it’s about time that you did.

Social intelligence can help companies discover what people are saying about them and their products currently, but it can also help to shape where you should be going with your products in the future.

Social intelligence is all about making sure the right people in your company are getting the right information from your social data to make better business decisions. While the folks on your product teams may not be the most social (no offence product people) that doesn’t mean that they can’t benefit from social intelligence.

Make sure they see all of the right information

Social Intelligence For Your Product Team

Product people likely spend most of their day with their heads down trying to constantly tweak and improve your products. They may not have time to sift through your company’s social media to see what people are actually saying about the products they work on. But that doesn’t mean that they shouldn’t be seeing all of these conversations.

If your company has someone on the front lines for social media, you can have them collect all of the conversations happening around your product and send them over to your product team as they come in or in a daily or weekly report. If you’re a Sysomos Heartbeat client you can even set up email alerts based around product related keywords to be sent over to your product team automatically on one of the reporting schedules just mentioned. This way the product team can still focus on their work on the actual product, but receive consistent updates on what your customers think of the product and where they think it could benefit from an upgrade.

Discover what to work on easily

It’s one thing to start handing over all of the social conversations that are related to your product over to your product team so that they can see what people are saying. But how can they know what is most important to focus on? Determining which improvements are most important to your customers will help to know where to start your focus.

Text analytics can be a quick and easy way to surface which developments will make your customers happy and either keep them using your product or wanting to buy your next and better product. Running all of the social conversations that have been collected around your product though a word cloud or buzzgraph can help to surface the words that are being used the most when people are talking about your product.

Sysomos Buzzgraph of people talking about features on Android phones

You could even look at these text analytics through different lenses to help steer you. Looking at just the negative sentiment mentions can help determine what people are having the most issues with in your product. But if you look at the positive mentions the same way, you might also discover what people love the most about your product and you may want to put some time into making that part of the product even better.

Learn from your competitors

The great thing about the processes mentioned above is that you just don’t have to get the social intelligence you need to make better products from what people are saying about you specifically. Chances are that you have some form of competition with a similar offering to yours. Well, there’s also a great chance that their audience is talking about what they like and dislike about their products too.

You can recreate the process of collecting what people are saying about your competitors products in the social media space as well. From there, you can also use text analytics to surface what people like the best about their offering, or what they really hate about it. Again, your product team can use these learnings to find new ideas to try on your own product by taking what the competition’s fans hate about their product and making it better in your own or adding something that people love that you don’t offer yet.

Better yet, if you’re a Sysomos user you can even set up tags so that you can always keep an eye on what people are saying about your competitors in real time. For example, let’s you’re Green Mountain Coffee and your main competition is Starbucks. You might want to keep a constant eye on people who don’t like Starbucks’s coffee to find out why so you can improve yours and win new customers. All you need to do is set your tags and filters so that you can monitor for mentions of “Starbucks” and coffee with negative sentiment. You can even save the filter set so that it’s easy for you to come back to time and time again.

Sysomos Heartbeat - Monitoring for negative mentions of Starbucks coffee

Don’t be afraid to ask questions

Once the product team has decided on what they want to focus on, they can go back through all of those collected social posts and find out who was talking about what feature. You can then start asking questions to get deeper into what the customers would like to see, or how they would improve on something they don’t like.

I’ll never forget when a product I use religiously everyday made a big change and forced all their users into this new upgrade. For me, it just wasn’t the same product anymore and I took to Twitter to let the world know. To my surprise, the next day their lead developer contacted me and asked me what I didn’t like about the update. We then went back and forth on Twitter for about an hour as he asked my questions and I told him my opinions. The best part was that in their next update I could see that he had actually taken some of my suggestions and built them into (or returned some of them) to the product. This not only made me like the product again, but also kept me loyal to them as I knew they cared about what I said.

There’s a lot that your product team can learn from social intelligence to make your products better regardless of if they’re active social media participants or not. The information is all there, you just need to know how to access it all.

Want to know more about how to get the right social intelligenece to the right people in your organization? Contact us and we can help.