How to run a social media listening program, presented by Keith McArthur

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In his presentation, Rogers Communications' VP of Social Media, Keith McArthur, teaches a class on how to develop and maintain an enterprise social media listening program.

He talks about how to listen, monitor, and track social media conversations and apply those insights to your social media strategy.

Published in: Marketing, Business, Technology
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How to run a social media listening program, presented by Keith McArthur

  1. 1. How to run a social media listening program KEITH MCARTHUR ROGERS COMMUNICATIONS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  2. 2.     How to Run a Social Listening Program: From listening to intelligence in five easy steps Keith McArthur VP, Social Media Rogers December  10,  2013   @keithmcarthur  
  3. 3. @keithmcarthur            #brandsonly    
  4. 4. @keithmcarthur            #brandsonly    
  5. 5. From listening to intelligence in five easy steps 1.  Know  why  you’re  listening   2.  Op=mize  tools  and  talent   3.  Don’t  use  good  data  for  evil   4.  Don’t  just  listen:  Hear   5.  Go  big  (data)  or  go  home!   @keithmcarthur            #brandsonly    
  6. 6. 1) Know why you’re listening •  All  good   conversa=ons  start   with  listening   –  Know  what  to  say  and   what  not  to  say   –  Know  when  to  talk   •  World’s  biggest  focus   group   –  Intelligence  on  your   customers  /  products  /   services   –  Compe==ve   intelligence   @keithmcarthur            #brandsonly    
  7. 7. Propor7on  of  Conversa7on  Topics   NOT  VILLAS  OR  CHRISTMAS   VILLAS   CHRISTMAS   100%   90%   80%   70%   60%   50%   40%   30%   20%   10%   0%   @keithmcarthur            #brandsonly    
  8. 8. 2) Optimize tools and talent •  Tool   •  People   –  Free  vs.  paid   –  Stand-­‐alone  or  interact   with  other  tools?   –  Support  mul=ple   languages?   –  Alerts?   –  Boolean  vs.  Natural   Language  Processing   –  Internal  or  external?   –  Listening  command   centre  vs.  decentralized     Pro-­‐%p:  Make  sure  tool  is  transparent  and  data  is  raw   @keithmcarthur            #brandsonly    
  9. 9. 0%   18:00:00   18:11:00   18:22:00   18:33:00   18:44:00   18:55:00   19:06:00   19:17:00   19:28:00   19:39:00   19:50:00   20:01:00   20:12:00   20:23:00   20:34:00   20:45:00   20:56:00   21:07:00   21:18:00   21:29:00   21:40:00   21:51:00   22:02:00   22:13:00   22:24:00   22:35:00   22:46:00   22:57:00   23:08:00   23:19:00   23:30:00   23:41:00   23:52:00   00:03:00   00:14:00   00:25:00   00:36:00   00:47:00   00:58:00   01:09:00   01:20:00   01:31:00   01:42:00   01:53:00   02:04:00   02:15:00   02:26:00   02:37:00   02:49:00   03:00:00   03:13:00   03:24:00   0   18:00:00   18:12:00   18:24:00   18:36:00   18:48:00   19:00:00   19:12:00   19:24:00   19:36:00   19:48:00   20:00:00   20:12:00   20:24:00   20:36:00   20:48:00   21:00:00   21:12:00   21:24:00   21:36:00   21:48:00   22:00:00   22:12:00   22:24:00   22:36:00   22:48:00   23:00:00   23:12:00   23:24:00   23:36:00   23:48:00   00:00:00   00:12:00   00:24:00   00:36:00   00:48:00   01:00:00   01:12:00   01:24:00   01:36:00   01:48:00   02:00:00   02:12:00   02:24:00   02:36:00   02:49:00   03:01:00   03:15:00   03:27:00   Outage  Tweet  Sen7ment  –  Rolling  5  minute  totals  –  Star7ng  18:00:00  Oct  9,  2013   1600   1400   1200   1000   Sum  of  Posi=ve  (5min  roll)   800   Sum  of  Neutral  (5min  roll)   600   Sum  of  Mixed  (5min  roll)   400   200   Sum  of  Nega=ve  (5min  roll)   Outage  Tweet  Sen7ment  Propor7on  -­‐  5  Minute  Rolling  Totals  –Star7ng  18:00:00  Oct  9,  2013   100%   90%   80%   70%   60%   Sum  of  Posi=ve  (5min  roll)   50%   Sum  of  Neutral  (5min  roll)   40%   Sum  of  Mixed  (5min  roll)   30%   Sum  of  Nega=ve  (5min  roll)   20%   10%   @keithmcarthur            #brandsonly    
  10. 10. 3. Don’t use good data for evil   •  There  is  no  such  thing  as   bad  data   •  Data  is  conclusion-­‐ agnos=c     •  The  numbers  aren’t  out   to  get  us   @keithmcarthur            #brandsonly    
  11. 11. Bad  data  is  an  excuse   by  bad  data   scien=sts,  caused  by:   •  Bad  Ques=on   •  Bad  Methodology   •  Bad  Conclusion   @keithmcarthur            #brandsonly    
  12. 12. 4. Don’t just listen: Hear If  a  tree  tweets  in  a  forest,  does  anybody  hear?   @keithmcarthur            #brandsonly    
  13. 13. @keithmcarthur            #brandsonly    
  14. 14. @keithmcarthur            #brandsonly    
  15. 15. 5: Go big (data) or go home! @keithmcarthur         •  Reserva=on  trends   •  Comment  cards   •  Feedback  at  contact   centres  &  check-­‐in   •  Customer  RM   profiles   •  Professional   reviews     SM+CRM   •  Match  tweets  with   reserva=ons   •  Incen=vise  to  hand   over  social  profiles        #brandsonly    
  16. 16. @keithmcarthur            #brandsonly    
  17. 17. Thank You! 1.  Know why you’re listening 2.  Optimize tools and talent 3.  Don’t use good data for evil 4.  Don’t just listen: Hear 5.  Go big (data) or go home! @keithmcarthur      
  18. 18. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

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