SMIP 01: Using Social Media Intelligence to Launch a Product
Transcription of Podcast
Mireille Ryan : Welcome to the Social Media Intelligence podcast brought to you by NUVI, the world's most stunning social media marketing suite. I'm Mireille Ryan, CEO of The Social Media Marketing Institute and founder of Social Intelligence HQ, a social listening, strategy, and intelligence digital consultancy that helps our clients turn their social media data into effective business decisions and strategy. I'm joined today by David Burgess, a senior account executive from NUVI. Hi David, how are you?
David Burgess: Hi Mireille I'm doing great. How are you doing today? Thank you so much for, first of all, having me, but how are you?
Mireille Ryan : I'm awesome. I'm excited to be able to talk to you today about our topic, and we're going to be talking about how we can use social listening to be able to launch a product, and in doing so, harness the power of social influences. And I love social influences. I know that social influences and that it's really a big trend for 2017, so I know that businesses are really keen to be able to know how to identify the right influences, and then how they can harness that. So, I wanted to start by asking you if you have an example of where a business has been able to use the power of social listening to be able to find influences.
David Burgess: Yeah, that's a great question Mireille, thank you. So, with NUVI and all these social listening tools, a great used case is kind of when you talked about work with financial answers and there is one that comes to mind and one that I actually worked with a couple months ago. A company called Mayfield Electronics. Mayfield Electronics, they came into the space of CES every year. It happens in Las Vegas. It's a electronics show and personally one of my favourite shows, because I'm a nerd at heart. I'm a geek, right, so I always like to hear the up and coming. You know what's coming, right, as far as in the gadget space. They were getting ready to launch their new products. I guess not launch, but promote it, right. Say, "Hey this is our beta robots, and this is what it can do."
And their actual product launches a little later this year but their product is called, Kuri. What Kuri is is in our now society of automation, home automation, smart gadgets, right? The internet of things, Kuri is a at-home smart robot. Think of it as ... The person I was working with, Laurel Wahl from Mayfield Robotics, she called it this: "It's like a google home or Amazon Alexa on wheels". Right, that rolls around and interacts with you. So, yeah, they were clients about nine months. Before this, before they rolled into CES and then what they really wanted to do is, cause they knew what CES was for their brand. Especially curry their robots. They wanted to use NUVI to identify influences; Use social media listening and the power of it-- to identify influences not only at CES but those that might be interested in their actual product and their industry, this industry of at-home automation, at home robotics, kid-friendly kind of things cause that's their differentiators. Mayfield is Amazon Alexa, Google home, but Kuri is that one wheels and kid-friendly.
Mireille Ryan : Awesome. So I've seen a video of Kuri and it is the most adorable little robot. So I don't think once people saw it, it'll hard to get people to fall in love with it. First thing, so how did they use NUVI to find the influences?
David Burgess: Yeah, so with the listening tools ... I can't remember what the statistics is ... I want to say ... I think I've read an article that was around fortyish percent. There are so many conversations on social media that go on her because they're not properly tacked. You don't use the right Twitter handle, you don't tag the person on Instagram ... So within a listening tool you can capture keywords, key phrases, whatever it might be so what they did is they promoted a hash tag: "Hashtag Hey Kuri". And they used that and not only that, they promoted it. So they also listened to Mayfield Robotics or anything about Mayfield's Kuri, anything, any kind of variations you can think of that would be about their brand, their product and created monitors or query sets, essentially a search. And they captured all the social media chatter whether it is from Twitter, Facebook, Instagram, blogs, news, and RSS-- all the online chatter. They threw out a net and started pulling in all these conversations, especially during CES, which is the biggest peak of conversation about electronics and gadgets.
Mireille Ryan : Awesome. And so they found, obviously, certain types of influences. You know what sort of space, what type of influences they were going after?
David Burgess: Yeah. It is a very good question. So I think first and foremost they were trying to go for anyone that was really talking about the brand but as they really fine-tuned their strategy, they were going for people that were in the tech industry, which, of course, makes sense. But people that had a good following on social media especially as of late-- there is a lot of bots and big followers-- people with quality followers, people that were very influential in the text phase as well as the hollis phase as far as ...
I think one of the twits I saw was from Marsha Collier. Right? And she mentioned during that time and she was very influential, was in kind of the 80 to 90 range of a klout score, which is based upon an algorithm. 85 is a very, very good score and she mentioned them and she has, you know, thousands and thousands of followers and she mentioned them and it just took off. Essentially created this huge awareness about them but they were looking for people talking about the gadget scene: what's coming on the scene as far as-- not robotics or kids-- but essentially all things tech in the beginning when I was talking to Laurel and they started refining their strategy once they started picking up this conversation in CES so it is pretty unique when I was speaking to Laurel, community manager of Mayfield, because they had an idea of what kind of conservations would happen at CES but they didn't know that they were going to get thousands and thousands upon mentions in the matter of days.
I think articles, news articles like The Berg, theberg.com picked it up; Cnet picked it up; It just turned into this huge, huge, kind of release of their products in the matter of days. The more chatter became more articles where pushed out from techcrunch.com. It was pretty cool to see happening live cause I was working with their account management but the initial outreach to certain influencers wasn't even in their game plan. Their game plan was the capture of conversations about CES and it turned into, "Hey, this person's actually pretty influential in our market".
Mireille Ryan : Yeah, I think that is a really good point because, as I said, listening and they identified. This is the thing: sometimes you start listening for one thing and you end up actually finding another bit of great intelligence, which you hadn't realised was even there. I think that is a perfect example and the thing too is that you can obviously listen to your own brand and you can understand what people are saying and they obviously shows people who are you advocates, people who are out there who are happy to share all the great experiences of your brand and you can harness them but it's also looking at how to harness those people who are seen as thought-leaders within the space and being about to reach out to those people and being able to engage with them and help them to be able to share what it is that you have.
So I think it is an excellent way that you can find these people and it takes away some of the complications I am trying to identify who is a thought-leader because sometimes the people you think might be the though-leaders are not getting the reach that other people might be. And they can be sweet people who might not be well known but they have a really engaged audience and you might miss the whole writeup.
David Burgess: Yeah, and the perfect example of that as I am kind of thinking back to CES is the power of social listening. So normal tools, you know, on your phone you can open up Twitter, you get a notification when you are tagged, right, on a simple tool or on Twitter and Instagram. Some of their biggest mentions and conversations about them were from massive influencers with these huge number of reach that didn't even properly tag them.
I'm pulling up just a conversation from Digitaltrends. Digitaltrends has over a million followers. Over a million followers and Digitaltrends is everything about tech. Everything you want in a tech industry and they put out a twit and they said "Day three of #CES2017 is a rapid even though the robots are tired, we feel you Kuri, we feel you" and then linked the Kuri website. They didn't tag "HeyKuri", they didn't tag "MayfieldRobotics" but they pulled that in because they were listening to Kuri and CES 2017 and that's a person that has a million plus followers.
Mireille Ryan : Awesome. Awesome. And that allows you, like you said, you can also see media that is picking things up as well because somethings there is a bit of a lag between what they see what it is you've got to offer and they're putting it out there. This is allowing you realtime to see who's engaging and maybe then reach out to them to be able to share some more great information to help their stories.
David Burgess: Yeah, exactly. And just snowball from there and anywhere from Techcrunch to Metabolt to Digitaltrends all the way down. It just created a snowballing effet with just a couple of mentions but at the right time of their product.
Mireille Ryan : Yeah, awesome. So what ended up actually happening with the Kuri launch?
David Burgess: So, the actual launch was, if I remember correctly, was just kind of creep-out-of-awareness but their actual launch of their product is coming out a little bit later but essentially it was the beta. There were showcases, of course they had the promo video ready to go, but it was initially to start bringing in, I guess you can kind of make it similar to like a kick-starter campaign where creep-out-of-awareness was this huge video but then say, "Hey, it is coming December 2017" or "Queue One of 2018" and start getting product orders. So it lead into that: people going to their websites, checking out the robots, and of course, there is this huge boom of Amazon Alexa, Google Home and now the Apple Home Pod. They took that at the right time and now they're transitioning and pointing towards home automation but a friendly robot that's also friendly to kids that does kind of the same kind of things. They started just to really pushing all this traffic to their website to start, of course, getting product orders, right?
Mireille Ryan : Right, awesome. And what is some of the things that brands can take away from this case study about Kuri, about how they can use social listening but also be able to use/enhance the power of influences to help them with their products in their services?
David Burgess: Right, that's a really good question. I think first and foremost what a lot of companies or brands will take away initially when they hear about this is the actual power of social listening: Those conversations that aren't properly tagged, unheard, you don't know who's talking about you if they are not tagging you properly so 100 percent of the conversation that's out there. And from there, I've seen a lot of clients do is, if they're trying to promote a product or through an influencer, what they'll do is obviously reach out and make a connection with an influencer and then some ideas are sending that influencer the product. Whatever product is to sample. I guess in this case, a robot? Right?
But if you think about it maybe a makeup brand ... Makeup brand identifying influencers and they send some of their products to them and that influencer who has five million followers on Instagram, she puts that product, if it's lipstick on her, takes a picture and then she mentions where the lipstick is from. That overnight, all of her followers are going to go and check that person's Instagram profile, which is going to lead to go into that product on her website and just overnight you get an increase traffic and sales. So that is another case. Find those influencers and send them your product. It's very easy and also you getting them on to do ...
We've also had people do ... We had a non-profit that found certain celebrities using social listening that had no idea they were talking about their brand but they got on and invited them to certain events like a shelter. I can't remember what it was called but an animal shelter in the United States, one of the biggest ones. They saw some celebrities talking about them and they used Newbie, they invited them to certain events, getting in the conversation about what they were passionate about, cause sometimes you have no idea what these influencers are passionate about and you use a tool like this and you know, "Hey, that so and so person/celebrity is talking about saving dogs or saving animals from shelters. Let's get them at our events and let's get them talking about the cause and creating this awareness, not for our brand but for the other people who really care about." So that is another use case, another way you can harness the power of influencers.
I mean, unfortunately, nowadays, it's been a lot ad-driven influencers but you can really tell who the really organic companies are, that really try to promote through influencers and it's just so power to see, and when they connect, the dots align when either they're using a tool and overnight, their company, their brand changes. I have really seen it with certain companies: Their brand, their company change overnight.
Mireille Ryan : Yeah. I know I've seen an example out here is Australia where essentially a company started with very little revenue or very, very little money to get started and just using the power of influencers and social media, they've grown their brand ... It's a teeth whitening kit ... they've grown their brand to be doing over 30 million dollars in just a couple of years. That shows the power of influencers and why businesses need to be really looking at driving this strategy but, like you're mentioning, not just knowing there are certain influencers, but really delving in deeply and listening, using social listening to find those key influencers who are really going to exploit their message.
David Burgess: Absolutely. I couldn't agree more. I think I've actually heard about that teeth whitening from a colleague of mine. I haven't seen it but I think it's picking up speed here, so ...
Mireille Ryan : Yeah. Now I know it's real buy. It's awesome. Well, David, thank you so much for being able to share that co-study with us today and I'm sure those listening have been able to really take away so real good gems that they can use and really looking about how they can use social listening to really exploit their business and launch a product. So thank you so much for joining us.
David Burgess: Awesome. Thank you so much for having me, Mireille. It was a pleasure and we'll definitely do it hopefully soon. I'm jealous here in Australia. That's number one place in my mind that I want to go so hopefully we can come out there soon.
Mireille Ryan : Awesome. We'll love to have you. Thanks David.
David Burgess: Take care.
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