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Listening Data
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.
Listening Data
- 1. Making Listening DataWork 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 AMA MATH GEEK • Blah blah blah http://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/ @chuckhemann ON TWITTER
- 3. LISTENING DATA ISAT THE FOUNDATION OF EVERYTHING @chuckhemann ON TWITTER
- 4. HERE’S THE GOODNEWS… “In 2009, more data was generated by individuals than in the entire history of mankind through 2008” Andreas Weigend, Former Chief Scientist Amazon.com http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
- 5. BUT HERE’S THEBAD 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 http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
- 6. THE WAY MOSTORGANIZATIONS USE LISTENING DATA @chuckhemann ON TWITTER
- 7. THE WAY MOSTORGANIZATIONS SHOULD USE LISTENING DATA @chuckhemann ON TWITTER
- 8. UNDERSTANDING WHAT LISTENINGCAN DO • Ability to optimize content in real- time • Foster a better customer experience • Learn about potential product issues • Marketing through conversation • Gain business intelligence http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/ @chuckhemann ON TWITTER
- 9. WHERE DO WESTART? http://www.flickr.com/photos/94379417@N00/4808475862/ @chuckhemann ON TWITTER
- 10. MAKING SOCIAL DATAWORK 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 http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER
- 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? http://www.flickr.com/photos/40491122@N03/3738306829/ @chuckhemann ON TWITTER
- 12. PICKING AN ENTERPRISELISTENING 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 http://wiki.kenburbary.com/ @chuckhemann ON TWITTER
- 13. PUTTING TOGETHER ANEFFECTIVE 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 http://www.flickr.com/photos/72416315@N03/6538084999/ @chuckhemann ON TWITTER
- 14. DETERMINING HOW BUSINESSUNITS 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 http://www.flickr.com/photos/i-marco/2296026782/ @chuckhemann ON TWITTER
- 15. PART 1 ISCREATING 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 http://www.flickr.com/photos/inventorchris2/6015253491/sizes/l/in/photostream/ @chuckhemann ON TWITTER
- 16. PART 2 OFRESPONDING TO COMMENTS IS DEVELOPING A MATRIX @chuckhemann ON TWITTER
- 17. FRAMING A LISTENINGREPORT 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 http://www.flickr.com/photos/lwr/6208710/ @chuckhemann ON TWITTER
- 18. PUTTING A BOWON 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 http://www.flickr.com/photos/alychz/333505522/ @chuckhemann ON TWITTER
- 19. QUESTIONS/COMMENTS? Making Listening Data Work for More than Just PR and Marketing Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER
Editor's Notes
- #4 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...