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Turning Listening into an Organizational Advantage


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During Explore Social Media in Minneapolis, Chuck Hemann, Director of Analytics, discussed how organizations can turn listening to social media conversations into a competitive advantage.

Published in: Technology, Business

Turning Listening into an Organizational Advantage

  1. 1. WCG Staff Meeting Turning Practices into an Developing a Best Listening Organizational AdvantageDecember 13,Approach to Social Media 2011 Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER Measurement #GoToExplore Chuck Hemann| VP, Digital Analytics EDELMAN DIGITAL | @chuckhemann ON TWITTERContents are proprietary and confidential.
  2. 2. “Here’s last quarter’s media analysis and lastyear’s brand tracking data. Can we schedule a ”meeting to review the 75-slide deck?•  Too many research professionalsContents are proprietary and confidential.
  3. 3. “Wow, did you see the opinion shift on today’sdashboard? That story’s really working. Let’s ”amp it up with some new content tomorrow.•  The opportunity in front of usContents are proprietary and confidential.
  4. 4. Marketers are currently swimming in data People and brands send more than 340m tweets per dayPeople on Facebook share more than 684,000 bits of content per dayPeople upload 72 hours of new video to YouTube every minute Google receives over 2 million search queries a minute@chuckhemann ON TWITTER #gotoexplore
  5. 5. Social Channels = New Frontier for Research •  Open, unfiltered channels •  Real-time market-driven conversations •  Engaged customer and partner communities •  Early warning system for competitive intelligence •  Lots of noise to filter, but plenty of valuable signal Contents are proprietary and confidential.
  6. 6. Where do we get started?@chuckhemann ON TWITTER
  7. 7. 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•  Requires central source for listening with organization @chuckhemann ON TWITTER
  8. 8. Key elements of success… 1.  Use the “right” tool(box) for the job. 2.  Develop a social intelligence supply chain. 3.  Institutionalize standard metrics and models. 4.  Determine the right reporting cadence. 5.  Verify software tools with analyst hand coding. 6.  Plan protocols for real time crises. 7.  Build a team who understands the business. #gotoexplore
  9. 9. Think “toolbox,” not tool •  Don’t ask: “What tool should I use?” •  Instead ask: “What toolbox do I need?” So, what’s in the toolbox? •  Social media aggregator (Radian6, Sysomos, etc.) •  Owned media insights (Facebook, Twitter, etc.) •  Engagement tools (Tweetdeck, Hootsuite, Jive, etc.) •  Web and search analytics (Google, Omniture, etc.) Contents are proprietary and confidential.
  10. 10. Nine elements to evaluate a social media listening tool Channel Capture Reliable capture through API Twitter firehose access Workflow functionality Full-text versus content snippets Consistent user interface Mention categorization/tagging Historical data Spam prevention
  11. 11. Developing your social intelligence supply chain Internal Engagement Team Text Data Social Recurring Conversation Tool Reporting Event-based Specialized Research Measurement Feedback Loop / Non-Text Optimization Executive Data Dashboards Business Analyst
  12. 12. Framing your reporting approach around 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 brand@CHUCKHEMANN ON TWITTER
  13. 13. Timely Intelligence à Timely Decisions Annually: Business and comms planning, long-range strategy, KPI assessment and goal setting Quarterly: KPI executive reviews, strategy shifts, problem escalation, cross-discipline impact Monthly: KPI trends and insights, strategy evaluation, program optimization, problem resolution Weekly: KPI tracking, red flags, tactical decisions, editorial planning, traffic/sales impact Daily: Media flow, news synopses, topline opinions Hourly: Competitive alerts and crisis management Contents are proprietary and confidential.
  14. 14. Plan the human resources, not just technology Business/Brand #1 Business/Brand #2 Business/Brand #3 Business/Brand #4 Social COE Social COE Social COE Social COE Stakeholders Stakeholders Stakeholders Stakeholders In-House In-House In-House In-House In-House In-House In-House In-House Business Business Business Business Business Business Business Business Analyst Reporting Analyst Reporting Analyst Reporting Analyst Reporting Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & External Analysts External Analysts External Analysts External Analysts
  15. 15. Putting together an effective training program •  Take advantage of existing training programs •  Start with a core team of people within the company •  Spread training program to other parts of the organization gradually •  Hands-on training as much as possible •  Create incentives/requirements to complete training programs Contents are proprietary and confidential. ON TWITTER
  16. 16. Modern day Day Issue Management Modern issues management Identify Issues (>90% are Known) Correct History Create an Monitor even Profile early warning after issue Pro / Con system. ISSUE HITS burns out. Right InfluencersInfluencers Know Right SOC Words Volume Know Right (-) Prepare for Media Call Content Words -180 0 +180 Tag the Right Right Optimize Search Story Words Place Right Right 3rd Content SEARCH LEADS TO Parties Brief / Get RIGHT CONTENT Contentto Know the Syndication Influencers Network REPORTERS INFLUENCED BY SEARCH + COMPANY Macro Industry Issues Full Awareness / Understand Timing / Linkage Contents are proprietary and confidential.
  17. 17. Developing your response protocol 17 Contents are proprietary and confidential.
  18. 18. Making sure the robots don’t take over the world Data Capture / Management Data Analysis / Reporting 1.  Supplement social listening 1.  Use statistical analysis and modeling tools with additional data to make sense of very large sources conversations 2.  Use combination of human- 2.  Integrate metrics from different data coding and NLP to gather sources to make connections between relevant conversations brand activities, social media conversations, and business goals 3.  Filter spam using the best tools, keyword filters and human 3.  Analysts and data scientists review analysis results with engagement specialists and thought partners to deliver recommendations
  19. 19. Do you need the physical command center space? … The answer to this question is, as usual, MAYBE@chuckhemann ON TWITTER #gotoexplore
  20. 20. Or you can utilize a web-based application that is scalable Contents are proprietary and confidential.@chuckhemann ON TWITTER
  21. 21. Chuck Hemann Director, Analytics Explore Minneapolis August 16, 2012Contents are proprietary and confidential.