Social Media Campaigns— Are You Listening?
By Stu Fine
Not too many DJ businesses can count on word-of-mouth to generate all their bookings. Like the rest of the business world, social media has acted like a spigot from which consumer insights flow, and these responses lead to an increase of growth and an enhanced branding message.
Beyond just posting messaging on Facebook and Twitter, however, more and more DJs have been using social-media message monitoring to listen to people they’re interested in, and locating the conversation hubs where they talk about your services.
For Harrah’s Casino, as described in a recent book Listen First! by Stephen D. Rappaport, this meant people considering trips to Las Vegas. For DJ business owners, of course, this will mean people considering getting married.
As an example, Rappaport in his book used Harrah’s, which sought to increase bookings by sharpening its messaging to increase relevance and resonance with potential guests. Using a social-media listening effort to identify the most important conversation topics and themes, they sought to answer questions like, “What do people look forward to?” and “What will make their stay special?”
Working with a major ad agency, the hotel chain did the following:
* Scraped the top 50 posts from leading travel web site TripAdvisor.com, which overflows with consumer reviews and comments.
* They broke them down into key topics and put them in order of importance.
* They drew insights from them to recommend changes to communications and the Harrah’s website.
According to Rappaport, Harrah’s learned that travelers frequently discussed the “iconic views” from, and the hotel amenities at, its Paris Las Vegas Hotel. It acted on these insights by changing its home page to show the view and nearby attractions, and started communicating details about the stay experience and features such as room size, menus, and spa services.
As a result, Harrah’s marketing people claimed that web ad changes boosted online bookings by double-digit percentage.
But can you? The Harrah’s case reinforces an important point about social media listening research: any size company, from startups to global giants, can do basic work quickly and affordably. Simple and straightforward methods—requiring little more than a web browser, search box, cut and paste skills and following listening research principles—can yield productive insights. Although this example focused on travel, studies like these can tackle any topic—including DJ services, which can track wedding websites and bridal forums to add to the conversation and offer solutions to problems.
DJs, of course, can measure, analyze and act on social media activity by using a variety of social media sources. The following tools, as per Rappaport, can help you track mentions of you and your company, your competitors, topics and issues, words or phrases of interest, and key influencers (people, blogs or sites). The primary purposes for monitoring are public relations, including reputation management, company and brand protection, and customer service, outreach and engagement. Pricing and licensing schemes vary—either a flat rate per user per month or tiered fees based on quantity, such as number of keywords tracked or the number of results returned.
Alterian SM2 (www.alternian.com/socialmedia): SM2 (formerly known as Techrigy) monitors mainstream media, blogs, and social media, and allows users to set alerts for selected conversations and topics. The program computes sentiments around each discussion and aggregates them to provide an overview of social media trends. Discussion clustering classifies and graphs all discussions around your business. Charts offer drill-down capability, to see the buzz generating trends, and are customizable.