Social Listening M.J. Dragt MD2 Consultancy Index Introduction - - PowerPoint PPT Presentation

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Social Listening M.J. Dragt MD2 Consultancy Index Introduction - - PowerPoint PPT Presentation

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Social Listening M.J. Dragt MD2 Consultancy Index Introduction & Context Example of Pilot 2 Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have

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Social Listening

M.J. Dragt – MD2 Consultancy

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Index Introduction & Context Example of Pilot

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“Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand.”

The Cluetrain Manifesto

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“[Business Models] are, at heart, stories that explain how enterprises

  • work. A good business model begins

with an insight into human motivations and ends in a rich stream of profits”

Magretta (2002)

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So who are you telling your story to?

Value Proposition Partner Network Customer Segments Key Activities Cost structure Revenue streams Key Resources Customer Relationships Distribution Channels

Source: http://www.businessmodelalchemist.com

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And what about your Business Environment?

Source: Robben & Moenaert (2008)

Suppliers Your Company Competitors Complementors Customers Technological Environment Economic Environment Socio-cultural Environment Political Environment

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What is your strategy regarding Social Business?

Social Business: “The deep integration of social media and social methodologies into the organization to drive business impact.” - Altimeter

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How mature is your Social Business Strategy?

Solis & Li (2013)

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The 6 Stages of Social Business Transformation

Solis & Li (2013)

Listen to Learn

Planning

Stake Your Claim

Presence

Dialog Deepens Relationships

Engagement

Organize for Scale

Formalized

Becoming a Social Business

Strategic

Business Is Social

Converged

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Stage 1: Planning – “Listen to Learn”

Solis & Li (2013)

Understand how customers use social channels Prioritize strategic goals where social can have most impact

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Stage 2: Presence — “Stake Your Claim”

Solis & Li (2013)

Amplify existing marketing efforts Encourage sharing

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Stage 3: Engagement — “Dialog Deepens Relationships”

Solis & Li (2013)

Drive consideration to purchase Provide direct support Internal employee engagement

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Stage 4: Formalized — “Organize for Scale”

Solis & Li (2013)

Set governance for social Create discipline and process Strategic business goals

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Stage 5: Strategic — “Becoming a Social Business”

Solis & Li (2013)

Scale across business units Move into HR, Sales, Finance, Supply Chain C-level involvement

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Stage 6: Converged — “Business Is Social”

Solis & Li (2013)

Social drives transformation Integrate social philosophy into all aspects of the enterprise

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Stage 1: Planning – “Listen to Learn” Case study: Twitter community around the #theatervdhoop event

Solis & Li (2013)

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Commonly used representation of a social network

Community marketers struggle to focus on the right people to follow and to interact with.

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“How could we represent a Twitter community with a social graph, focused on the tweeps, in such way that a community marketer could benefit from it?”

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Step 1: What is your Tweet Interaction?

“#theatervdhoop it's a wazi, it's a woozy, it's a fairy dust!”

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Step 2: What is your Tweet Ranking?

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Step 3: What is your Tweet Impact?

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Findings & Analysis Tweet Interaction

We obtained 203 tweets for this community, coming from 70 unique tweeps.

Type Number of tweets Explanation Value “Just a Tweet” 36 tweet that hasn’t been addressed to another tweep, nor retweeted another tweet, nor refers to another tweep. 1 “Lazy Retweet” 108 tweet that has been retweeted, without adding something to it. 3 “Interactions” 59 tweet that contains a certain level of addressivity and reference 5

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Findings & Analysis Tweet Ranking & Tweet Impact

Furthermore, we can distinguish tweeps with a high Tweet Ranking, and those with a high Tweet Impact.

Top 10 Tweet Ranking Top 10 Tweet Impact In both

TwitterId TweetRanking biancadenouter 105 ezwaart 53 nyenrodemba 41 martinedevaan 31 gaylevanbeeten 27 lemvaneupen 24 stichtingpal 19 theatervdhoop 19 mariandragt 18 nllihor 16 TwitterId TweetImpact biancadenouter 636825 gerben_vandijk 107632 nyenrodemba 33989 ezwaart 33920

  • vjkwakman

16800 lerendeleiders 11691 nllihor 9888 tauwnl 9798 mariandragt 9792 bettekevanruler 9417 TwitterId Biancadenouter Ezwaart Nyenrodemba mariandragt

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Findings & Analysis Visualization 80 nodes & 139 edges

Node size: Tweet Ranking Node color: Tweet Impact Edge color: Tweet Interaction

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Conclusion: pilot gave community marketer insights about who to follow and interact with…

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But: a follow up is crucial… Will you take the next step?!

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References Introduction

  • Gulati, R. (2009). Reorganize for Resilience. Boston: Harvard Business School Publishing.
  • Johnson, G., & Scholes, K. (2002). Exploring corporate strategy. Harlow: Financial Times

Prentice Hall.

  • Moenaert, R., Robben, H., & Gouw, P. (2009). Marketing, strategy & organization (4th

ed.). Leuven: LannooCampus.

  • Osterwalder, A., & Pigneur, Y. (2009). Business Model Generation. Deventer: Kluwer.
  • Solis, B., & Li, C. (2013). The Evolution of Social Business -Six Stages of Social Business
  • Transformation. Altimeter.
  • www.businessmodelgeneration.com
  • Image courtesy of FreeDigitalPhotos.net
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References Case Study

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  • Baccarini, D., & Collins, A. (2004). The Concept of Project Success – What 150 Australian project managers think. AIPM Conference. Australian Institute of Project Management (AIPM).
  • Barrat, A., Barthelemy, M., Pastor-Satorras, R., & Vespignani, A. (2004). The architecture of complex weighted networks. Proceedings of the National Academy of Sciences of the United States of America, 101(11), 3747-3752.
  • Boyd, D., Golder, S., & Lotan, G. (2010). Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter. 43rd Hawaii International Conference on Social Systems (HICSS). IEEE.
  • Brandes, U. (2001). A faster algorithm for betweenness centrality. The Journal of Mathematical Sociology, 163-177.
  • Brin, S., & Page, L. (1998). The anatomy of a large-scale hypertextual Web search engine. Computer Networks and ISDN Systems, 30, 107-117.
  • Burt, R. (2013). Creating Value: Network Brokerage for Innovation and Top-line Growth. Retrieved from 39002/39802 Strategic Leadership: http://faculty.chicagobooth.edu/ronald.burt/teaching/
  • Coleman, J. S. (1990). Foundations of Social Theory. Cambridge, Massachusetts, and London: The Belknap Press of Harvard University Press.
  • Cooke-Davies, T. (2002). The “real” success factors on projects. International Journal of Project Management, 20(3), 185-190.
  • de Wit, A. (1988). Measurement of project success. International Journal of Project Management, 6(3), 164-170.
  • Freeman, L. C. (1979). Centrality in Social Networks Conceptual Clarification. Social Networks, 215-239.
  • Granovetter, M. (1983). The strength of weak ties: A network theory revisited. Sociological Theory, 201-233.
  • Homan, T. (2013). Het etcetera-principe. Den Haag: BIM Media B.V.
  • Honeycutt, C., & Herring, S. C. (2009). Beyond Microblogging: Conversation and Collaboration via Twitter. Proceedings of the Forty-Second Hawai’i International Conference on System Sciences (HICSS-42). Los Alamitos: IEEE.
  • Hopkins, L. (2012, June 25). F.R.Y. — Frequency, Reach and Yield, and how they apply to your social media efforts. Retrieved from Better communication results: http://www.leehopkins.net/2012/06/25/f-r-y-frequency-reach-and-yield-and-how-they-

apply-to-your-social-media-efforts/

  • Laumann, E., Galaskiewich, J., & Marsden, P. (1978). Community structure as inter-organisational linkages. Annual review of sociology, 455-484.
  • Mehra, A., Dixon, A. L., Brass, D. J., & Robertson, B. (2006). The Social Network Ties of Group Leaders: Implications for Group Performance and Leader Reputation. Organization Science, 17(1), 64-79.
  • Olguín-Olguín, D., Kam, M., & Pentland, A. (2010). Quantifying the effects of centrality and tie strength on performance in face-to-face networks. Proceedings of the Workshop on Information Networks, (pp. 1-5). New York.
  • Opsahl, T., Agneessens, F., & Skvoretz, J. (2010). Node centrality in weighted networks: Generalizing degree and shortest paths. Social Networks, 245-251.
  • tweep - ANW. (2014, 05 27). Retrieved from Algemeen Nederlands Woordenboek: http://anw.inl.nl/article/tweep#s=0&l=&lp=
  • Twitter. (2013, 03 07). GET search/tweets. Retrieved from Twitter Developers: https://dev.twitter.com/docs/api/1.1/get/search/tweets
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6/11/2014 30 CONTACT Marian Dragt MD2 Consultancy Hoogoord 32 1102 CB Amsterdam The Netherlands T +31 654957083 info@md2consultancy.com www.md2consultancy.com