0:00
What is social listening and how are you actually not just going to make money from social media
0:07
but engage in a very powerful and authentic way with your followers
0:14
Social media platforms are getting way more decentralized. There's, I think right now there's 130 different social media platforms
0:24
So how are you going to harness all of that without jumping from tab to tab
0:31
I'm even a tailor. I'm the publisher of DIY Marketers and the host of Bizapalooza Chat
0:36
And today I'm going to share with you my favorite tool for social listening and for understanding my audience from a variety of different platforms all in one place
0:51
It's called Brand24. And this is the homepage. It's telling you all the different things you can do
0:59
You can yze your competitors. You can discover customer insights. It really just helps you synthesize and understand what the conversation is about in your marketplace
1:13
In fact, just to give you some context, because I'm actually going to show you how I use it
1:18
But something really exciting happened when I watched a Brand24 employee give a talk at a conference
1:28
And he was taking us through the platform and explaining how it worked. Well, while he was doing that, he gave some wonderful tips
1:36
And folks actually used his tips. and inside of that 30-minute talk
1:44
there were at least two or three people that shared that using his tips
1:49
and how he used Brand24, because a tool is a tool, it's what you do with it that really matters
1:55
That's the strategy. So even though they weren't using Brand24 at the time
2:00
they used his strategies and his engagement and his listening strategies and literally closed deals through social while they were at the conference
2:10
I've never seen anything like it. And if that has you excited, let's keep going
2:15
And let me show you how Brand24 helps you listen to your audience. Now, you need to know that I am the host of a popular Twitter chat, Bizapalooza chat
2:26
and in the past you know when Twitter was in its heyday we have reached about two million
2:33
small business owners every single week or every single chat that's really come down quite a bit
2:40
with all the issues that Twitter has had but what I do with brand 24 here in the left hand pane
2:47
are what you call projects now because I run a Twitter chat that is my primary way of using brand
2:54
24, these are the chats I'm tracking. I'm also tracking my brand name. I'm also tracking some
3:03
general terms here. So I've got very general terms and I've got some small business terms
3:13
But let me just kind of show you what I know best because as I mentioned, I use this to track
3:18
my chat. And here is the chat. And what you can see is you can see that it's telling me the number
3:28
of mentions of that hashtag, what the reach is for that hashtag, and a non-social reach. There's
3:36
something else I wanted to show you that I sort of blew past, but I think this is really interesting
3:41
it gives you a presence score. So your presence score measures the popularity of this topic
3:50
at a given time. It runs from zero to 100. So what you can see is this is a representation of our
4:00
activity online. So our score is bigger than 57% of the brands. That's actually not too bad
4:09
But you can see a term like small business that's way more generic is going to tell you, see, it's bigger than 91% of the brands
4:23
A term like, this is CustServe, which is a Twitter chat, but it's also a popular hashtag
4:29
So you can see how big a topic how popular a topic is I find this interesting that marketing is only at 41 So this score is bigger than 69 of the brand So you want this number this will just kind of
4:50
tell you how popular you are at that given time. So let's go back here and we can take a look. So
4:58
So this is what I'm tracking here is our hashtag. And I like to look at things about the hashtag that tells me
5:07
see, you can see all the different audiences. Obviously, I'm not on TikTok, but we're going to take a look at a more
5:13
So it tells you where is this being talked about. You can see what some of the more popular topics are
5:22
I really love this idea of sentiment score. So if you're a brand and you're tracking customer satisfaction or something wrong
5:32
the sentiment score is going to be very, very important. The next thing I like to do, we're back over here in the left-hand bar
5:41
is take a look at the summary. The summary gives you the overall reach
5:49
So you can see inside of 30 days we're at 5.6 million. It's actually not too bad
5:54
we were averaging about six to eight million. So we've dropped a few again with the issues that
6:00
Twitter has had, but we just love Twitter and we don't, we just are going to keep saying, right
6:06
And this tells you where this hashtag is being talked about. The other thing that I use it for
6:13
is you can take a deeper dive in ysis. And this is something I wanted to share with you
6:20
because I think it's really, really important. What I like to look at is this number right here
6:29
social media interactions. This is actually telling you the number of interactions generated with the mentions
6:40
I like to look at this as velocity. And the bigger this number is
6:45
the more conversation there is about something. and then you can look at sources and who is having that con or where that conversation is
6:55
happening obviously it's on twitter i love this one too who is having the conversation
7:01
in this case they're calling this influencer so if you are tracking a popular hashtag we're going
7:08
to be taking a look at that who is using that hashtag how much how popular are they what type
7:16
of influence do they have, right? This is the influencer score, eight out of 10. So we can see
7:23
who has the highest influencer score, their level of influence, and so on and so forth
7:32
You can pick out, if you're looking for testimonials, you can pick out specific chats
7:38
and look at how beautifully formatted they are. So I really love that. And another one of my
7:44
favorite things is you can compare. So you can do a competitive ysis. So I like to compare
7:52
how is my chat doing against, say, another chat. So let's, I'm going to pick
8:00
I was picking Twitter smarter for the longest time, but they, they moved over to
8:06
spaces. And now it's not a fair comparison. I'm just going to pick Winnie Sun. She has a
8:11
she also has a very popular chat and as you can see now her chat doesn't happen as often but um
8:22
you know you you can see how that goes you can sit there and compare yourself to other chats I know
8:29
I'm gonna compare myself to a super popular chat which is Custoserve they are crazy popular
8:36
and now you can see here we are here's Winnie Sun and here's CustServe now CustServe has been
8:42
a chat for a really really long time and you can see that these are chats that have gained
8:48
traction so I use this a lot to share with brands but now let's take a look at let's take a look at
8:57
a much broader topic like in the area of small business we're just going to take a look at this
9:04
It a very broad topic because now you can see that the you can see the overall number of mentions what the social media reach is and you can see like where is this conversation happening right
9:21
All of it, there's a lot of mentions for that, but you can see that a lot of it is happening
9:27
Look at this Twitter. This really surprised me. Twitter at 64,000, Instagram at 37, who'd have thunk it
9:35
Facebook, I mean, it just is not mentioned that much. but look at the number of videos. So you can see, for example, if this is your topic
9:44
you might sit here and think to yourself, hmm, where can I compete? Where is there not a lot of
9:52
traffic with this phrase, with this topic, with this brand name? Where can I stand out, right
10:00
So let's see what happens if we pull and say we want negative sentiment
10:08
Now it's going to tell me what phrases and what social media posts have a negative sentiment
10:20
But actually this is positive. I can change that. Destroying my to-do list
10:26
He's productive, growth, small business. He's actually positive. So you can go through and really customize these, right
10:35
The forced return to the office is the definition of insanity. This is clearly a negative one
10:41
So this can tell you that this is a topic that you might want to explore some more
10:47
You know that people are not having a good time with that in the area of small business
10:52
companies not paying enough to people, all the money, right? So you can see in the negative
11:01
there's a lot, where is the dissatisfaction, right? That's telling you that. You can look at
11:07
let's look at ysis. And you can see these are just huge numbers, really, really big numbers
11:17
and this is telling you that this is a, now I would want to compare this over time
11:26
So if this is something that you're paying attention to, you want to compare this over time to see
11:31
does this count as a lot of velocity? If you are looking for general influences in this space
11:40
who are the small business influencers in this space? like in the last 30 days and you can sort by influence
11:53
We can sort by, wow, look at that. Look at all the TikTok people here
11:58
What is that all about? I don't like that. Okay, but that's only one mention
12:06
So I'm going to go with who is talking a lot about this
12:10
Who has mentioned small business over the last 30 days? This person has made a lot of mentions
12:20
They've got like just this not very influential. So you can absolutely just work your way to find that and plug away at this type of thing so you can see
12:32
I'm going to I want to talk a little bit about reporting
12:37
oh oh yeah I'm going to talk a little bit about reporting. This is really great if you are
12:45
creating a report for a client or a brand. So if you're an agency you can create reports. If you're
12:53
in the marketing department of a company you can also create reports that make it really easy
12:58
to explain to your management team or to anyone who's interested exactly how brand 24
13:06
for works or what the most important issues are for your customers, for your audience
13:14
and possibly uncover some things that may not have been, have not come out, you know
13:22
that aren't easy to see. This is the only, I don't know if this is the only tool. It's the tool that I use that tells me what the state of small businesses and what people
13:34
are talking about. lulls in conversation. If your website traffic is down, if something is down, you can say, wow
13:43
you know people are just not really active in this space You can take a look at the context of the discussion Small business owners always hot Money always hot Marketing these are the most important words that are used in social You can see the most active profiles
14:06
for your influencer campaigns. You can see the sites that are most influential for small business
14:12
And you can see the trending hashtags that are associated with that. So that will help you reach
14:18
out to more people. So that is how that reporting works. The other thing I wanted to show you
14:27
which I really loved, is this beta section that they've launched in Brand24 that talks about
14:33
topic ysis. Now in this case, we're looking at topic ysis for small business. And that
14:43
This is not looking right to me and I'm wondering if it's. These are, I love this
14:54
This is just so fun. These are the most popular emojis that small business owners use
15:00
Super fun. This, let's see what comes back here. This, I really love
15:06
It talks about, you can see who the most popular, you know, who is
15:12
Now, of course, this is a broad topic, but you're going to see those influencers
15:16
You're going to see who those people are who are having certain conversations
15:24
I would like to have a topic ysis, and I don't understand why
15:34
You can pick a time. There we go. That's a little bit better
15:39
So now you can see that this guy here, this green topic, and it's in descending order, but you can see people are talking about scaling, social media management, SEO benefits
15:55
So you could see the overall broad topics that people are interested in, and that's going to help you create more content
16:03
It's going to help you make sure that you're addressing these issues
16:08
So you can see here are the biggest topics. Here are the population
16:15
You can see where they're having this conversation. You can see exactly, you know, how that's come up to be a popular conversation
16:30
I'm in the world of marketing. I want to hear how that's going. And this can tell you where all of these things are
16:38
Let's do a topic ysis for marketing and see what comes up. See, these are sort of general, but it will tell you, you know, exactly the kinds of things
16:51
that you should be talking about. Business success, that's the most popular topic
16:57
Of course, marketing has to be in there. Entrepreneur has to be in there. It's mostly positive
17:02
I think that's kind of interesting. Unbelievable how big a share Twitter has of this
17:08
So that means if you're talking about business success, you know, talk about it on Twitter
17:15
So I hope this gave you an idea and a peek into Brand24, why it's been one of my favorite
17:22
tools for many, many, many years. So let me just kind of talk about the specifics here
17:29
Pricing. now a lot of people that use brand 24 are agencies uh but look if you're an individual person
17:38
you've got three keywords here uh three projects that you can track uh I've overdone it I've been
17:46
with them for quite a while I've overdone it but I think that 69 dollars is absolutely affordable
17:53
doable and worth every penny I think that it is just a terrific terrific tool of course they've
18:03
got a free trial so you can definitely get in there and do that search and do the exploring
18:08
maybe bring this video back up again and sort of explore along the way I just know you're going to
18:14
love it regardless of how big of a business you are whether you're a thought leader brand 24 is an
18:21
outstanding social media listening tool continues to stay relevant year over year snap it up
