The document outlines the framework for building an effective listening organization, focusing on key aspects such as expectations, planning, resources, mapping information, and evaluation of listening efforts. It emphasizes the importance of setting clear objectives, identifying metrics for success, and ensuring effective communication of insights within the organization. By addressing these elements, businesses can better leverage social web intelligence to enhance various areas, including marketing and customer service.

1. [ build a better listening organization ]
@ambercadabra | Amber Naslund

2. [ answering the new telephone ]

3. [ why are you listening? ]

4. [ listening layers ]

5. [ listening intersections ]

6. [ designing engagement ]

7. [ measure and track ]

8. key metrics:
volume of mentions media reach/mix
topic/content trends engagement percentage
competitive landscape response time (i)
sentiment trends (30 day) response percentage (i)
share of conversation content contribution (i)
customer satisfaction content shares
lead volume

9. [ learning ]

10. [ questions? ]
@ambercadabra | amber@radian6.com
http://bit.ly/r6msm2010
http://www.slideshare.net/ambernaslund

11. [ setting the stage]
What are our expectations for what listening/monitoring can help us learn or
do?
What limitations of monitoring do we recognize?
Are we listening only for our brand, or beyond?
What specific keywords and phrases do we care about?
Are we going to do competitive monitoring? Industry?
What areas of the business can benefit most from social web intelligence?
Do we have finite or specific initiatives and campaigns that we need to track
independently?

12. [ planning]
What specific problems, issues, or insights are you hoping to address through your
listening program?
By when? Or, how far apart are your touchpoints for benchmarking?
Where are we starting from in these areas, and what do we already know?
What constitutes success? Failure?
What metrics will help us illustrate progress or lack of toward that success definition?
How do these insights and measurements relate to other areas of the business, like
sales, marketing, customer service, product development?

13. [ resources ]
Who is doing the monitoring on the front lines?
What kind of training and education will they need? Information access?
What tools will we use?
Is this a dedicated role or roles, or integrated into existing positions?
If it’s integrated, who will be responsible for monitoring what?
How many hours will you dedicate to listening per week? Per month?
What investment of time and resources or other indicators will tell you that
you need to adjust?

14. [ mapping information ]
Who needs to know what you’re finding through your monitoring? In what level
of detail?
How will you document your procedures and workflow?
How will you deliver the insights to appropriate team members, and in what
format? How often?
What are you expecting people to DO with the information you give them?
How will you know if they’re doing it? What’s your follow up plan?
What feedback and refinement mechanisms will you provide?

15. [ evaluation ]
Who will review the results of your listening?
Will that same person or people be responsible for drawing conclusions,
delivering insights, and making actionable recommendations?
What information will you report? When should the first report happen
after starting your listening efforts?
To whom?
How often?
How will you deliver those recommendations to appropriate teams and
people?