final project - creating a social media campaign strategy pitch for a brand of your choosing

Week 4: The Importance of Listening

Spring 2018 Social Media & the Brand NYU – Suzie McCarthy

Week 4 Learning Goals

By the end of today’s class you will:

- Know how to go about identifying what a brand should listen for and craft appropriate queries

- Be able to articulate the difference between “monitoring” and “listening” - and understand how to create an appropriate engagement strategy for each

- Be aware of the ethical grey area between listening and surveillance

Brand

Customers Potential

Customers

Word of Mouth- Public

Social Ads Social Media

Social Media Social Media

Mailing Lists Social Media

Social Media

Competitor

Social Media

Social Media fundamentally changed how brands approach customers & potential customers

Monitoring: Approach to social media that Brands take to be where Customers expect them to be [Customers will be upset if Brands don’t do this]

- @mentions - #brandhashtags - DMs - “Brand keyword”

Listening: Approach to social media where Brands go beyond their social handles to learn about customers & depending on the platform, engage with them [Customers do not expect Brands to do this and being engaged may make them uncomfortable depending on the context]

Typical Brand Listening & Monitoring

Strategy

Conversations about your

Brand

Customers engaging with Influencers/ trending topics

From:@Customername (“@Influencer” OR

“#hashtag” OR “keyword”)

What PR & Influencers are saying

From:@Influencer (“keyword” “#hashtag”

“@yourbrand”)

What your customers are

saying

From:@Customername (“keyword” “#hashtag”

“@yourbrand”)

Your customers talking to your

potential customers

Mentions of @Customername

What your potential customers are saying

From: @targetaudience (“Keyword” “hashtag”

“@yourbrand)

Potential Customers Engaging with

Influencers/Trending Topics

From: @targetaudience (“@Influencer” OR

“#hashtag” OR “keyword”)

SO… What does a Brand do next with this information? How do they act on it?

Challenges of Listening: When do you Engage?

“My United flight is delayed… AGAIN!”

Customer Intent: To Be Heard

Brand Response? - ✅ Mentioned Brand - ✅ Competitor (Tactfully)

“I’m really looking forward to my planning my first trip

to NYC!”

Customer Intent: To Be Seen

Brand Response? - ✅ If the context makes

sense

“In this thread I’m going to share a bunch of memories

related to my father who just passed away”

Customer Intent: To Connect-but not with a Brand

Brand Response? - ❌ Do not engage- the

customer does not want to talk to a brand. They want to talk to humans.

2019 survey found 74 per cent of consumers think brands should take a stand on issues But what should they say?