Developing a Corporate Listening Grid
A collection of voices and thoughts from #socialmedia Unpanel #8

What's the cultural shift that needs to
happen today in business in order to
accommodate social media?

Companies need to be willing to trade control for conversation

In larg e o rg anizatio ns ,
it take s a c hang e
manag e me nt appro ac h
be fo re s o c ial me dia
pro g rams c an g e t o ff the
g ro und ...

Usually for people to be on board, they need to 1st understand
what “social media” encompasses. Before blasting it at corp.
culture

Companies need to make sure the right person behind the brand
is responding

Employees like hiding behind their Brands. Because it allows them to not be accountable.
Companies need to make individuals more accountable

What should companies be listening for once they develop a listening culture?

Listen for opportunity

Listen for failure
“Houston... we have a problem”...

Listen for brand ambassadors

Listening for brand conversations and the keywords that relate to their brand–
that provide the opportunity to communicate...in good times... or bad

You should listen for competitive movements

With listening, don't forget “The most important thing in communication is hearing what isn’t
said”...

Listen so they don’t vote with their feet!
“Starbucks Twitter campaign
hijacked by documentary about
Starbucks' union-busting”.....

How do we create a listening grid so all parts of an enterprise are
involved in listening & engaging?
Listening Skills...
Active listening..
Tips f or
Listening What is the active theme here?
..
The role of listening in business .. Not-listening...
Lis ninga tivitie ...
te c s
Greener listening...
The Point of Listening...

The grid needs a leader
or point person

Once the ‘grid’ is set up, It offers opportunities for co-creation,
Solving problems, rolling out new products, etc..
Remember this guy?

Sales, service, marketing, Product Dev, HR, etc all need listening
Grids to start. They then move and evolve accordingly to their needs.

Identify the need, and solve the problem

Just avoid the trap of creating a new type of contact center(grid) staffed w/
powerless employees in dead-end jobs, who don’t care.

Can you name a company that gets it right?

Can you name a company that doesn't?

Satisfied customers tell 3 friends. Angry customers tell 3,000
-Pete Blackshaw

Knowing what to listen for in your grid is critical, but also listening on behalf
of your org. with its best interests at hand is even more-so!

Can I get an Amen?