This document discusses best practices for using social media listening data more effectively within organizations. It recommends developing a strategic listening approach that involves building a dashboard to analyze conversations across departments. Key steps include selecting an enterprise listening tool, establishing training programs, determining participation from different business units, and creating a strategic response unit to develop insights from the data and ensure an organized response. The overall goal is to optimize content, improve customer experience, and gain business intelligence from social media conversations.

1. 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 TWITTER
WCG Staff Meeting
December 13, 2011
Contents are proprietary and confidential.

2. WARNING: I AM A MATH GEEK
• Blah blah blah
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3. LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING
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4. 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.com
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5. 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.com
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6. THE WAY MOST ORGANIZATIONS USE LISTENING DATA
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7. THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING
DATA
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8. 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 intelligence
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9. WHERE DO WE START?
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10. 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 organization
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11. 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?
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12. 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 detail
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13. 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
programs
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14. 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
wins
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15. 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 listening
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16. PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A
MATRIX
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17. 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
brand
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18. 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’s
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19. QUESTIONS/COMMENTS?
Making Listening
Data Work for
More than Just
PR and
Marketing
Chuck Hemann | Director, Analytics
WCG | @chuckhemann ON TWITTER