listen like a human: social listening and engagement tips
DESCRIPTION
How can we use good face to face listening techniques when we're listening to our customers online? In this presentation I look at some ways to add a human element back into our computer-managed social media listening and engagement. I use a few examples from my work at City & Guilds, picking key successes we've had on Twitter @cityandguilds. First presented at Marketing Week Live 2014 on 26 June 2014 in the MWL Talks stream.TRANSCRIPT
JENNY LYCETT
FIND ME ON TWITTER: @JENNYLYCETTCONTENT MARKETING MANAGER, CITY & GUILDS
GET UP CLOSE AND PERSONAL
SHOWING THE PEOPLE BEHIND THE BRANDUSING SOCIAL ENGAGEMENT
SOCIAL WHAT NOW?
@CITYANDGUILDS @JENNYLYCETT
What do you mean by social listening, Jenny?
HOW DOES IT ACTUALLY WORK?
@CITYANDGUILDS @JENNYLYCETT
Social mediaLISTEN
• Influencers
• Sentiment
• Volume• Results
ANALYSE
Social channelsENGAGE
BUT WAIT!
Good ‘computer listening’ is all very well, but …
… what about good human listening?
WHAT MAKES GOOD LISTENING?
1. Be ‘in the moment’
2. Repeat and confirm what the speaker is saying
3. Keep focused on the speaker’s topic of conversation
4. Ask open-ended questions
5. Use the 80/20 rule – 80% listening, 20% talking
6. Know how to empathise and suggest appropriate help
So … can we put this kind of listening into practice to engage through social media?
EXAMPLE: LISTENING AND RESPONDING
@CITYANDGUILDS @JENNYLYCETT
Be in the moment and respond to things your followers want to share.
Show that you’re interested.
EXAMPLE: USING THE RIGHT LANGUAGE
@CITYANDGUILDS @JENNYLYCETT
Use the hashtags your followers are using
Get your phraseology and naming right
STICK TO THE TOPIC
@CITYANDGUILDS @JENNYLYCETT
If your followers are preoccupied with one subject, don’t try to change it
Don’t always try to bring the topic round to your new product
FIND YOUR DRAGON
@CITYANDGUILDS @JENNYLYCETT
Identify problems and challenges, empathise, then show how you can solve them
BE YOURSELVES
@CITYANDGUILDS @JENNYLYCETT
How can you support and bounce off your ‘corporate’ accounts with your own social media presence?
LISTEN LIKE A HUMAN
@CITYANDGUILDS @JENNYLYCETT
Takeaway tips
1. Use technology to listen – then add in ‘human’ listening skills
2. Remember the 80/20 rule
3. Be in the moment – spend some time responding and engaging ‘real time’
4. Use the same language as your community
5. Don’t trample all over your community’s conversation
6. Find your dragon … then slay it.
ENGAGE LIKE AN EXPERT
JENNY LYCETT
FIND ME ON TWITTER: @JENNYLYCETTCONTENT MARKETING MANAGER, CITY & GUILDS
THANK YOU