The 4L's enable us to influence decisions regarding the customer's relationship with our brand.By merging behavior with insight we've created an effective blueprint for powerful communication. The Engagement Span provides the ability to cross over into unchartered territory, engage with people on their terms,and navigate together to the desired destination. Now there's just one thing left to do...
Making Listening Data Work Developing a Bestthan Just PR and for More Practices Approach to Social Media Marketing Chuck Hemann | Director, Analytics Measurement WCG | @chuckhemann ON TWITTER Chuck Hemann| VP, Digital Analytics EDELMAN DIGITAL | @chuckhemann ON TWITTERWCG Staff MeetingDecember 13, 2011Contents are proprietary and confidential.
WARNING: I AM A MATH GEEK • Blah blah blahhttp://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/ @chuckhemann ON TWITTER
LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING @chuckhemann ON TWITTER
HERE’S THE GOOD NEWS… “In 2009, more data was generated by individuals than in the entire history of mankind through 2008” Andreas Weigend, Former Chief Scientist Amazon.comhttp://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
BUT HERE’S THE BAD NEWS… “In 2009, more data was generated by individuals than in the entire history of mankind through 2008” Andreas Weigend, Former Chief Scientist Amazon.comhttp://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
THE WAY MOST ORGANIZATIONS USE LISTENING DATA @chuckhemann ON TWITTER
THE WAY MOST ORGANIZATIONS SHOULD USE LISTENINGDATA @chuckhemann ON TWITTER
UNDERSTANDING WHAT LISTENING CAN DO • Ability to optimize content in real- time • Foster a better customer experience • Learn about potential product issues • Marketing through conversation • Gain business intelligencehttp://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/ @chuckhemann ON TWITTER
WHERE DO WE START?http://www.flickr.com/photos/94379417@N00/4808475862/ @chuckhemann ON TWITTER
MAKING SOCIAL DATA WORK OUTSIDE OF PR/MARKETING• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy • Discover the data • Analyze the data • Segment • Develop insights • Execute based on those insights• In practice, much more difficult to execute at large companies• Requires central source for listening with organizationhttp://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER
DEVELOP A TOOLS, TRAINING AND SCOPE CHECKLIST • Has there been an internal decision made on a tool? • Do you have a training protocol in place? • What business units will be participating? • How will you respond to positive and negative comments? • Have you outlined a reporting approach?http://www.flickr.com/photos/40491122@N03/3738306829/ @chuckhemann ON TWITTER
PICKING AN ENTERPRISE LISTENING TOOL THERE ARE OVER 225 VENDORS ON THE SOCIAL MEDIA MONITORING WIKI ALONE!!! Criteria you should be using to determine the right tool for your organization: • How many sites the tool capture overall • Workflow management • Ability to import and export information from the tool • Incorporating other data sources (web, search) • Cost NOTE: Don’t try to review every tool. Pick FIVE based on cursory research to review in greater detailhttp://wiki.kenburbary.com/ @chuckhemann ON TWITTER
PUTTING TOGETHER AN EFFECTIVE TRAINING PROGRAM • Take advantage of training programs offered by the vendor you’ve selected to do listening • Start with a core team of people within the company • PR/Marketing • Legal • Social media/digital marketing • CRM • Human Resources • Consumer insights • Spread training program to other parts of the organization gradually as interest in listening is expressed • Hands-on training as much as possible • Create incentives/requirements to complete training programshttp://www.flickr.com/photos/72416315@N03/6538084999/ @chuckhemann ON TWITTER
DETERMINING HOW BUSINESS UNITS PARTICIPATE • Unlike Dilbert in this cartoon, it takes more than just a meaningless meeting. • Most listening efforts are currently being funded by PR/marketing/digital marketing/social media • Getting other business units to participate requires: • Time • Money • People • Clear goals for listening • How insights will be used • How does listening support the business • Gradual scaling ALWAYS winshttp://www.flickr.com/photos/i-marco/2296026782/ @chuckhemann ON TWITTER
PART 1 IS CREATING YOUR STRATEGIC RESPONSE UNIT • Cross functional group made up of the following departments: • Impacted department • PR/marketing • Community manager/digital marketing • Analytics • Legal • All team members are conversant in known issues and response matrix • In the case of the SRU, smaller is most definitely better • Feeds data into central source for listeninghttp://www.flickr.com/photos/inventorchris2/6015253491/sizes/l/in/photostream/ @chuckhemann ON TWITTER
PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING AMATRIX @chuckhemann ON TWITTER
FRAMING A LISTENING REPORT BASED ON THE FIVE W’S • What are people saying about your brand • Where people are talking about your brand • When people are talking about your brand • Who is talking about your brand • Why people are talking about your brandhttp://www.flickr.com/photos/lwr/6208710/ @chuckhemann ON TWITTER
PUTTING A BOW ON YOUR LISTENING APPROACH • Pick 5-10 tools to evaluate based on broad enterprise needs • Develop a training protocol that includes core team with plans to expand • Determine which business units will participate based on time, money and resources • Create your response matrix and identify your SRU • Frame up your listening program – regardless of BU – based on the 5W’shttp://www.flickr.com/photos/alychz/333505522/ @chuckhemann ON TWITTER
QUESTIONS/COMMENTS? Making Listening Data Work for More than Just PR and Marketing Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER
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