Kellogg Company's Senior Manager, Global Social Media Operations, Jeff Cole, shares how Kellogg’s locked down their global social listening strategy.

2. Social Listening Approach Common Ingredients & Base Recipe for an Iterative Social Listening Practice

3. Same basic ingredients and steps customized to meet your goal

4. Listening Tool Challenge : Mapping the Right Tool to Organization Needs Organization Needs

5. Starting Point: Identify the Pain Points From our constituents; what are we trying to solve ? “ Complicated ” “ Lack of consistency” “ What can I say?” “ Who owns it?” “ What is our tool set?” “ Who is using it?” “ Can I say something?” “ Twit-what now?”

6. Starting Point: Identify the Goals Two general camps of activity across internal and external stakeholders Protect Build Marketing HR Research PR Consumer Affairs

7. Starting Point: Identify the Activity What tasks must each area perform Influencer Identification Reputation Analysis Risk Prediction & Assessment Consumer Behavior Crowd Sourcing Competitive Tracking

8. Research Marketing Shopper Design Corporate Communications HR IT Consumer Affairs While different goals exist; commonality in task : How the tool usage & its insights bridge multiple groups Reputation Analysis Influencer Identification Risk Prediction & Assessment Consumer Behavior Competitive Tracking Crowd Sourcing Response & Analysis

9. Starting Point: Common ground rooted in the core to every conversation; Listen, Talk & Learn

10. Define priorities for your needs in these main three areas

11. Insights into the conversations and connections Data into consumer behavior & topical interests Build and Protect Brands by reaching out to consumers Become smarter about our audience, anticipate needs, develop relationships & grow our business

12. What do we need? Social Listening Tool as a corporate solution Shopper Consumer Affairs Design IT Corporate Comm Marketing Research HR

13. HR Shopper Consumer Affairs Design IT Corporate Comm Marketing Research Advertising Agency PR Agency Digital Agency Research Partner What do we need? Crowd-sourcing from stakeholders

14. HR Shopper Consumer Affairs Design IT Corporate Comm Marketing Research Advertising Agency PR Agency Digital Agency Research Partner What do we need? Potential Partners and Demo Trial

15. HR Shopper Consumer Affairs Design IT Corporate Comm Marketing Research Advertising Agency PR Agency Digital Agency Research Partner What do we need? Scale for Global needs

17. Your next decisions: Who is listening?

18. Your next decisions: Who is talking?

19. Your next decisions: Who is generating insights?