Transcript: Social Media Listening and Monitoring

Video 1: Social Media Listening and Monitoring: A Business Must-Have

Hi! Eric from HubSpot Academy here to teach you about social listening and monitoring. I’ve been managing HubSpot Academy’s social media
presence for a few years now, and responding to you all and listening to your feedback via Twitter, Facebook, and LinkedIn has been tremendously
valuable to the team here at HubSpot Academy. We love to hear from you all, so don’t be a stranger!

Now, do you know what your customers are saying about you on Facebook? Have you seen how your competition is using Instagram in their new
marketing campaign? Are you answering product questions from prospects on Twitter? Or is the reverse true — no one is talking about your company
on social at all. How do you even know?

You know by developing your social listening and monitoring skills.

When most people think of social media, they assume it’s all about getting their message out to other people, but there’s another side to social media
that is equally, if not even more, important: listening to what people are saying about your brand. Your social media presence can be an incredible
listening device for you and your organization. Wouldn’t you like to know what people are saying about your brand? The feedback they have or the
success they’ve experienced? Listening to and monitoring these online conversations gives you the opportunity to be a part of them.

Don’t believe me? Carrie Kerpen, CEO of Likeable Media, says you should always start by listening...

“When a company is first starting out in social media, the first thing I tell them to do is just listen. Before you do anything else, you should be
looking across social media channels and listening, not just to what people are saying about your brand; you may be a smaller brand and not
have a lot of people talking about you; but look at how your target is speaking. What are they talking about? What are they listening to? What
interests them? By searching across different social networks for conversations, you'll learn a lot about what your audience wants to hear.

When’s the last time you interacted with a brand on social media? Were you saying something positive, or was it negative?

Companies that use social media strategically know that responding to a post, whether positive or negative, will improve that person’s perception of your
company. In fact, according to convinceandconvert.com, answering a complaint increases customer advocacy by as much as 25% and not
answering a complaint decreases customer advocacy by as much as 50%! Just by showing that you’re listening to them and hearing their concerns
— you can completely change the relationship they have with your business.

Video 2: The Power of Social Listening

The rise of social media is arguably one of the most important advances in modern history. It has the power to influence music and art, to change and
shape governments, and it’s very important to businesses — to connect sellers with buyers all over the world.

Pero ¿por qué? Debido a la potencia de uno-a-uno relaciones y el alcance increíble ya está disponible en la de la mayoría. A través de los medios
digitales y sociales, que tienen la capacidad de llegar directamente a sus clientes actuales y potenciales de una manera sin precedentes, con mayor
alcance y más específica de orientación que nunca. Y, sin embargo, esos mismos clientes actuales y potenciales ejercen una gran cantidad de energía a
sí mismos. Ellos deciden cuándo y dónde quieren responder a sus mensajes de marketing. También tienen la capacidad de ser vocal con sus opiniones
sobre su marca y sus productos.

That’s why social listening is crucial to your digital strategy. Social listening is how you track, analyze, and respond to conversations across the internet.
By monitoring social media discussions about your industry, your company, and your products and customers, you can shape the direction of the
conversation. It will help you get a leg up on your competition and inform both brand and business decisions. Done right, it will even help you save both
time and money.

You can do social listening with free tools such as Google Alerts, Hashtagify, Social Mention, or Twitter’s Tweetdeck. There are also a variety of paid
social listening tools available, such as HubSpot’s social media tools, which are available as part of HubSpot’s paid offering.

There are eight key benefits to doing social listening: The first benefit is that it gives you the opportunity to measure the performance of your social

media, web, and even to some extent, your conversations and offline content strategy. You can measure the results from marketing and sales

campaigns, including mentions, comments, shares, reshares, and the volume and sentiment of the conversation around your content. Did people love

your last blog post or did it ruffle feathers? Do videos resonate better than static images? Did your customers share content to their social channels from

the last email you sent to your mailing list? Once you discover what types of content work best, you might consider how to use similar content in targeted

ads. Social metrics should be a crucial part of evaluating your content strategy as a whole.

Second, social listening helps you manage reputation. If that blog post did ruffle feathers and you suddenly have a Tweetstorm on your hands,
understanding the full extent of the conversation is key. If you’re aware of the conversation early on, you can respond in a timely manner and potentially
turn the tide of the conversation. If your customers are complaining about your company or product, you can respond, publicly, how you’ll make it right.

Third, social listening helps you identify your biggest fans and influencers. This is important because people trust word of mouth more than they do brand
conversations. In fact, a recent Harris Poll discovered that 67% of people are more likely to purchase a product if a friend or family member mentioned it in
social media. Once you’ve identified your super-fans, thank and reward them for their loyalty and support. Engage with and involve them in conversations,
content, and your campaigns. Leverage their word of mouth to increase the reach of your messages.
 Transcript: Social Media Listening and Monitoring

Fourth, social listening can help you discover new product ideas or ways to enhance features on existing products. Listen to what your customers and

prospects are talking about to discover their pain points, and make shifts to address them with better product features or services. You can identify

some of the biggest detractors and invite them to meet with your product team to share their ideas. You can also look for gaps and weaknesses in your

competition’s products and up the ante with your own development schedule. I just mentioned the fifth benefit of social listening: Watching the

competition. You can learn a great deal from monitoring your competitors, ranging from how their content performs with their audience, to how happy

their customers are and what the world at large is saying about them.

Sixth, escucha social puede dar lugar a nuevas oportunidades de negocio. El monitoreo puede ayudar a identificar brechas en sus ofertas actuales de la
industria. Son sus clientes actuales y potenciales para pedir algo que aún no se proporciona? ¿Hay un sector poco utilizado de la industria que su empresa
podría ser capaz de dar servicio? También puede identificar las tendencias desde el principio y cambiar de dirección para aprovechar esas oportunidades.

los séptimo de manera que escucha social puede hacer una diferencia para su negocio es ayudando a encontrar clientes potenciales. Por ejemplo, algunas
empresas buscan clientes insatisfechos de un competidor y llegar con una oferta para ayudar. Si la empresa es sensible cuando otras empresas no lo son, a
continuación, cambiar a menudo puede ser una decisión fácil para el cliente.

los octavo y la última forma se puede usar escucha social para hacer una diferencia es ayudar a determinar cómo establecer puntos de referencia estratégicos
para su futuro. Incluyendo métricas de escucha en su estrategia - métricas como volumen de compromiso, la confianza, las acciones de su contenido, menciones,
y más - le dará la línea de base es necesario establecer medios más sociales y los objetivos de negocio para los trimestres y años venideros.

Existen dos modos de escuchar a pensar: el seguimiento y compromiso.

Vigilancia es el método de búsqueda activa de menciones y conversaciones que pertenecen a su marca, sus productos, sus hashtags, sus
empleados, sus competidores y sus clientes.

Compromiso es el paso que necesita para tener conversaciones con personas hablando de su industria, marca, productos y servicios.

Si estás en las primeras etapas del desarrollo de su estrategia de promoción digital, es posible que sólo necesita ser monitoreo de medios sociales. Pero a medida
que crece su empresa - o, de hecho, para ayudar a conducir directamente que el crecimiento - que tendrá que considerar cómo va a interactuar con sus clientes. En
el mundo ideal, podrás controlar y atraer a su público en todos los canales sociales, pero al comenzar hacia fuera, tal vez es posible que decida participar sólo en
Facebook o Twitter, dependiendo de la red de su personaje comprador tiende a frecuentar. Sólo asegúrese de que usted está dirigiendo adecuadamente a su
audiencia en todos los canales de la mejor manera que puedan tener una conversación con usted, ya se les está dirigiendo a un canal social específica, una página
web o una dirección de correo electrónico. Usted no desea que aparezca disponible para un público que está tratando de llegar a usted.

There you have it! Social media listening is one of the best ways to get a jump on your competitors and to build loyalty with your customers. It really is
one of the most important strategies any business can take to understand what the world thinks about its brand.
 Transcript: Social Media Listening and Monitoring

Video 3: Understanding Brand Conversation

Los medios sociales son una herramienta poderosa para las empresas, pero puede ser abrumador cuando acaba de empezar. A diferencia de otros canales de comunicación,

medios de comunicación social ofrece tantas opciones y herramientas que algunas empresas han adoptado con éxito un solo sociales estrategia de marketing. Aquí en

HubSpot Academia, que tienden a recomendar un enfoque más equilibrado mediante la combinación de los medios sociales, optimización de motores de búsqueda, marketing

por correo electrónico, y la comercialización de contenidos en una estrategia holística de entrada. Todo se reduce a saber su personaje comprador y alinear su estrategia con

sus comportamientos. Una forma en tiempo real para estar al tanto de su persona comprador y su comportamiento de los consumidores es a través del monitoreo social.

In this video, we’ll break down the difference between social listening and social monitoring. These two activities seem similar at first glance, and in many

cases, they both involve the same tactics. Where they differ is in your objective. You can use social listening to centralize conversations about your brand

so that you can join them. Social listening may be used by sales reps, social media managers, and even executives in your company. On the other hand,

you can use social monitoring to actively look for mentions and conversations that pertain to your brand, your products, your hashtags, your employees,

your competitors, and your customers. Social monitoring aims to measure more broadly what the market is saying, not just about you, but about the

problem your company solves and the topics your customers care about. example, you might use Google Alerts to get email notifications when an article

is published about a topic that your buyer persona cares about. You might use TweetDeck to monitor phrases, brands, and people that your buyer

persona cares about on Twitter. Perhaps it’s as simple as bookmarking a Facebook search in your browser and checking it regularly. No matter how you

choose to do social monitoring, there are some clear benefits to being “in the know” about the things your buyer persona cares about.

First of all, it puts you and your target buyer persona in the audience together. Here’s what I mean. In a lot of ways, marketing is a two-way
communication channel. You communicate with your audience about you, or they communicate with you about them, and the other party listens. Social
monitoring allows you to listen to a third party: other people and brands talking about the things you and your customers care about. It’s no longer you
and your audience talking about each other, to each other, it’s you and your audience talking to each other

about a third subject or party. In doing so, you’re saying “hey, we both care about this, let’s learn about it together.” Talk about humanizing! Remember,
to be a part of the conversation, you don’t necessarily have to be the subject of it.

There are some important dimensions to measure at this higher, macro level. For instance, measure your brand reputation. In social monitoring, we’re

not responding to social media posts like we would in our social listening activities. Monitoring brand sentiment combines all of those individual

messages into an overall reputation metric along a spectrum of negative to positive. For example, HubSpot Academy has an extremely positive

sentiment on social media (we love you guys!), so when something goes wrong in the product, or with a marketing campaign (it happens!), and we see

that sentiment drop, we know that we have some work to do to get that sentiment back up. Be on the lookout for brand damaging conversations and

customer unrest. Social customer service is the new normal for organizations. Forty percent of customers expect a response within one hour after

posting a complaint on social media ! If people have questions about your product or service,
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make sure your support team is ready to respond in a helpful way. You might even keep a customer from churning if you work in a subscription-based
business. These conversations on social media can also inform your product or service. Are people unhappy with a particular feature, or maybe a recent
change to your service offering? Are they excited about a particular feature that they’re trying for the first time? Use this market intelligence to guide
other teams in your organization.

Use social media monitoring to track links to your website on social media, engagement from campaigns, and check on the sentiment and performance
of your marketing campaigns. By doing this, you’ll learn whether your campaign content is resonating with your audience. To make this easier to track,
consider using a hashtag for your marketing campaign. This way, you’ll have an easy way to track the conversations and your audience will know
where to find the conversation as well. Tracking links, created by appending UTM parameters to any links back to your website, can help you monitor
exactly where traffic came from. In this example, we append a source, medium, and campaign, so we know exactly where traffic to
academy.hubspot.com came from in our website analytics.

Let's talk about how social monitoring can boost your recruiting efforts. The most important asset in your organization isn’t the website, and it’s not the
building your office is in, or even the product or service you sell — it’s the people who bring all those things together into a growing business.
Recruiting, therefore, may be the single most important activity your organization performs on a regular basis, and monitoring social media can help
you recruit more diverse, talented, and remarkable employees for your team.

Here’s how your HR or recruiting team can apply an inbound marketing approach to their recruiting efforts: Just like the buyer persona you’ve identified

to be a potential best-fit customer for your product or service, create a job seeker persona that is a potential best-fit employee for a particular job

opening. Just like you’d listen to and monitor the opinions of your buyer persona, do the same with your job seeker persona. If potential candidates are

active on social media, they’re giving you a way to understand them better, learn what they value in an organization, and fine tune your job descriptions,

interviews, and career page to suit their priorities. In this video, you learned the difference between social listening and social monitoring, as well as a

few ways to use social media monitoring to grow your business. Remember, social media monitoring helps to inspire and inform your content, your

brand, and even your product or recruiting strategies.

Video 4: Observación de la Competencia

La escucha y la supervisión de su competencia es probable que el número uno, manera más obvia de utilizar sus medios de comunicación social facultades de control
que acaban de adquirir. En los mercados competitivos, después de todo, es un imperativo absoluto. Piense de candidatos en una elección - cada palabra dicho por o
sobre el oponente es una oportunidad para atacar, para diferenciar, para decirle al mundo que podemos hacerlo mejor. Pero es que realmente ... entrante?

Inbound is a human, holistic, and helpful approach to doing business. Here’s how I like to think about using our marketing superpowers for good. When I
was a kid, my father used to tell me to look forward, not side to side, when I was concerned with how my grades stood up against my classmates. “Put
your blinders on, and just focus.” he’d say. I think he was comparing me and my classmates to horses, but that’s neither here nor there. “The energy you
put into looking side to side will keep you from winning the race.” There is some truth in that wisdom when it comes to social media monitoring, because
watching the competition can become an obsession that might over-influence your strategy. Just remember, inbound is about being customer-centric, not
competitor-centric.
 Transcript: Social Media Listening and Monitoring

Now, with that out of the way, let’s go over why you might monitor your competition as part of your social media monitoring activities. Well, for one, you
and your competitors are innately participating in the same industry. When rising tides lift all boats, understanding those tides is pretty important to
guiding your company’s strategy. Your competitors might be more or less susceptible to a particular variable that influences them. Social monitoring is a
great way to learn what those variables are and get ahead of them.

Por ejemplo, en mayo de 2018, las empresas que almacenan datos sobre ciudadanos de la Unión Europea tenían que gastar un montón de energía de la

orquestación de sus procesos y la tecnología de datos para apoyar el Reglamento de Protección de Datos Requisitos generales (GDPR). Otra empresa podría

ver cómo esta regulación impactado sus competidores y preguntar, “si eso fuera a pasar con nuestros clientes, lo qué tenemos que hacer? ¿Qué están

haciendo las empresas para prepararse, y dónde están sintiendo más dolor? ¿Qué podemos aprender de ellos?”Cuando el seguimiento de sus competidores,

tomar nota de victorias suyas, las pérdidas, la reputación, diferenciaciones, las tácticas de marketing, relaciones, alianzas, e incluso su voz de marca. Estas

características, y cómo cambian con el tiempo, se pueden utilizar para informar a sus propias decisiones. Recuerda lo que dijo mi padre trata de centrarse en

su competencia, y tratar de utilizar la información como parte de una estrategia de inteligencia de mercado global. Digamos que un competidor tenía algún tipo

de error muy público. Pregúntese: si esa catástrofe que le pasó, no se sentiría como tomaron un golpe bajo? ¿Es realmente una oportunidad de ir a matar? Es

la supervisión de algunos de los empleados de su competidor realmente va a ayudar a diferenciar su oferta? En este caso, lo mejor que puede hacer es

simplemente para escuchar los mensajes sociales sobre el incidente y creativa y amablemente contribuir a esa conversación. No tome la oportunidad de hacer

una presentación de ventas a sus clientes, basta con que esas personas se sienten como si estuvieran siendo escuchadas, especialmente si su competidor no

está escuchando. En este video, hemos cubierto la importancia y el delicado equilibrio de la utilización de monitoreo de medios sociales para aprender de

nuestros competidores. Antes de continuar, vamos a revisar algunas maneras sencillas para supervisar sus competidores. Vamos a pasar a través de ellos

rápidamente, así que no dude en rebobinar y pausar el video para tomar notas.

● Subscribe - Okay, not very original, but subscribing to your competitors’ social media channels is perhaps the easiest way to monitor them.

● Here is a list of social media monitoring tools that we love.

○ Slide: HubSpot, TweetDeck, Social Mention, Followerwonk, SumAll, Mentionmapp, Klout, Hootsuite, BoardReader,

BuzzSumo

● Native Search - Just about every social network has a search functionality, and in most cases, the URL of the search results can be

bookmarked or saved for future reference. For more advanced searching, you can even use boolean search queries. Boolean search is a type

of search allowing users to combine keywords with operators (or modifiers) such as AND, NOT and OR to further produce more relevant

results. Here’s an example I’m always checking. It combines tweets from community members like you who are passing their certification exams

and tweeting in English, Spanish, or Portuguese. You can do the same with your competitors. Now go ahead and congratulate a few of your

soon-to-be fellow graduates! I’ll wait.

Can you think of any other ways to monitor your competitors? Tweet them to us at @HubSpotAcademy with hashtag #smmonitoring and you may
just find yourself featured in a future iteration of this video.

Video 5: Evaluating Social Listening and Monitoring Tools & Services

Hi again! Let’s go over some of the tools you’ll need to build social media listening and monitoring processes into your daily and weekly routine. No
matter how large or small your organization is, what industry you’re in, or how much budget you have, there are tools and technologies that can help
you with your social media listening and monitoring efforts.

If you’re low on budget or bandwidth, start with the native analytics and search functionality in your social network of choice. Search for keyword phrases

about your organization, like the name of the company, name of top executives, product names, feature names, and even the names of your existing

customers. Take note of various filtering and sorting options. For instance, Facebook’s search functionality allows you to filter by content type, like posts,

photos, videos, and even people, by age of the post, location of the post, and even by group. Some social networks, like Twitter, have additional

monitoring tools like Tweetdeck. TweetDeck is a social media dashboard application for management of Twitter accounts.

Now, if you have some budget for social media monitoring and listening tools, you have quite a few tools to choose from. Examples include but aren’t
limited to, tools like the following: Buzzsumo, Brandwatch, Keyhole, TweetReach, and Streamview.

Take advantage of free versions and trial periods to make sure you’re seeing measurable value from the tool before you sign up for a subscription. How
do you know it’s generating value? Well, look at the information it’s providing you, the decisions you’re making based on that information, and the
results you’re getting from those decisions. If you can’t connect key business metrics like new business revenue and customer retention back to social
media strategy, you might not be ready to buy social media tools at all.

Don’t worry, we’ve all been there. If you’re going to ask your boss to invest in a piece of software, that means you’ll need to make a clear business case
for it. How much revenue is attributable to your social media activities? How will this new tool add value, and how much? Will you achieve a
return-on-investment from the tool? Answer these questions and you’ll have a much easier time getting the budget to invest in social media tools. Let’s
break out the social media listening and monitoring tools into a few types: social media monitoring and social media engagement. Social media
monitoring tools, sometimes called listening platforms, are where most social media strategies begin – monitoring and tracking mentions of your brand,
products, competitors, and industry issues. Social media monitoring tools offer countless ways to analyze, measure, display, and report findings…The
features vary by vendor as do cost, so people typically select one social media monitoring solution or provider and supplement it with tools in other
categories.

Katie Greeves, Social Media & Public Relations Manager, OPIS By IHS Markit:

“We use social listening as a tactic in our marketing strategy very much, and very often. It helps us in a
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variety of different ways, from breaking the latest news, and to see what other people are talking to, to relative what's trending on general topics
around the oil and gas industry. A lot of times things are happening so quickly in my industry, in the oil and gas industry, that social media has
actually helped me talk to our C-Suite and our editorial staff about something that people are talking about, and then they go and investigate it
further. And they can put out quality content to our subscribers in a very timely manner.”

Social media engagement tools are communication platforms where users take action and can respond, engage, interact, or communicate directly on

social networks. Examples include: Tweetdeck, HubSpot, Spredfast, Sprinklr, Hootsuite, Sprout Social Influence, Conversion Users provide the login

credentials and give the application publishing permissions so that the user can publish social media content without leaving the social media

engagement tool. These are real-time, highly customized dashboards and often offer multiple accounts, a shared workspace for many users and the

ability to respond in multiple places with one click. Social media engagement tools differ from social media monitoring tools because they are primarily

where activity occurs rather than where one analyzes activity.

There are also tools that overlap in functionality with social media monitoring and social media engagement but extend these tasks with specific features
like customer relationship management, which aggregates dozens of types of information from multiple networks to give you a complete view of each
customer. For example, in the HubSpot Marketing Hub, social interactions are connected to the rest of your contacts’ information, so sales, services,
and marketing users can take advantage of that information because it’s in a central, organized place. Other tools, like Google Analytics, can help you
measure conversions from social media while others provide information about the level of of influence people have.

Last but certainly not least, there are tools for managing reputation and influence. These high-level monitoring tools typically come at high price point
because they’re constantly pulling data from all over the web and using machine learning to visualize your brand reputation in an easy-to-understand
dashboard. Examples of tools for managing brand reputation, sentiment, and influence include: Buzzlogic, Radian6, Nielsen, Trackur, Brands Eye,
Reputation Defender, Sentiment Metrics, Visible Technologies, and Cision.

These are all tools for listening to and monitoring conversations about your brand, and they provide a way to be a part of those conversations. When
someone says something about a brand on social media, whether it’s positive or negative, just knowing that the brand is listening is so, so powerful.

Se puede activar una experiencia negativa en torno a un único tweet, útiles. Puede compartir la experiencia positiva de un cliente con el resto de sus seguidores para

construir un sentido de comunidad. Usted puede atraer tráfico del sitio web al participar en conversaciones sobre los temas que usted y sus clientes importan. Puede

generar clientes potenciales mediante la conversión de ese tráfico en los contactos. Incluso puede apoyar las oportunidades en curso y ayudar a su equipo de ventas

cerrar más negocios, ayudando a las perspectivas de la investigación de una solución a un problema que están publicando sobre. Con el fin de hacer estas cosas, y

para desarrollar relaciones con cualquier persona que interactúa con su negocio, todo comienza con la escucha y el seguimiento en las redes sociales.