This presentation reviews some top-level principles that go into a listening strategy. We also show some examples of tools that are used for listening and analytics/reporting.

1. A Review of Digital Marketing
Analytics and Listening Tools

2. #1
We need to be on social media!
T H O U G H T S

3. #2
We need to be on Facebook, Twitter,
LinkedIn, YouTube, Instagram, Pinterest,
Snapchat, have a blog…
T H O U G H T S

4. #3
We need to post our latest products, our
services, our news, our website updates,
our new hires, AND our awards.
T H O U G H T S

5. #4
We are on Twitter so
let’s use their analytics.
T H O U G H T S

6. #5
We’re also on Facebook, so in addition,
we can use Facebook Insights (and all of the
best insights are downloadable).
T H O U G H T S

7. #6
Well, a lot of people are using Radian6
or Sysomos, so we’ll use those to
measure everything else.
T H O U G H T S

8. #7
Now, let’s start posting
and see what happens!
T H O U G H T S

9. HOLD ON!!!
Stop thinking for a second.

10. Remember the wheel?

11. Brand&
MessageAudit
CurrentPerformance
Customer
Insight
D
efine
C
urrent
A
udience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs withBusiness Goals
Set SMART
Objectives
Select KPIs
Segm
entation
and
Targeting
Positioningand
MarketingMix
Engagement
Strategy
Persona
Development
EmpathyMapping
Content
Strategy
Content/M
essage
D
evelopm
ent
Define
&
Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
QuantitativeData
Prioritize
Actions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OBJECTIVES
WHEREDOWEWANTTO
BE?
STRATEGY
H
O
W
DO
W
EGETTHERE?
TA
C
TICS
&
ACTION
W
H
AT
DO
W
E
NEEDTOGETTHERE?
CO
N
T
R
O
L
HO
W
W
I
LL
W
E
M
O
NITOR THE PERFORMANCE?
1
2
3
5
4

12. #1
What are your social media goals?
What do you want to accomplish by being on social media?
Q U E S T I O N S

13. Q U E S T I O N S
#2
What do you want your audience to
think about your brand? And what do
you want them to do?

14. Q U E S T I O N S
#3
What does your social media
audience look like?
Where are they talking? What are they talking about?
Where are they geographically? Age? Gender? Socioeconomic status?

15. #4
Who is already out there talking about you?
Promoting you? Trashing you?
Q U E S T I O N S

16. #5
How do you find reliable sources?
Content leaders? Trending topics?
Q U E S T I O N S

17. Let’s listen and see…

18. #1
Select your tool
You can’t do your job without it!
A C T I O N S T E P S

19. A C T I O N S T E P S
#1a
Determine your tool parameters
What are you looking to do? Do you want to listen to the landscape? Do you need to
understand topics of conversations, find influencers, test hashtags? Do you want to analyze
your own channels? Do you need to report engagement and reach?

20. Not all tools are created equal!

21. LISTENING:
Paid Tools
1. Sysomos
2. Radian6
3. Crimson Hexagon
4. NUVI
5. Ubervu (app.Ubervu.com)
Free Tools
1. TweetReach
2. Social Mention
ANALYTICS:
Paid Tools
1. Ubervu (app.Ubervu.com)
2. Cyfe
3. True Social Metrics
4. Fakers App
5. Sysomos
Free Tools
1. Facebook Analytics
2. Twitter Analytics
3. HootSuite Analytics
T O O L S

22. #2
Listening: Determine keywords
and phrases
A C T I O N S T E P S

23. #3
Listening: Collect data based on
keyword searches
A C T I O N S T E P S

24. #4
Listening: Reevaluate
search terms
A C T I O N S T E P S

25. #5
Listening: Collect MORE data!
A C T I O N S T E P S

26. #6
Listening: Evaluate quantitative metrics
Where are people talking? Who is talking?
Where are they located? What’s the overall sentiment?
A C T I O N S T E P S

27. #7
Listening: Evaluate qualitative metrics
Human Analysis: What are people talking about? Are the results relevant?
How can we add value? Who should we partner with?
Is the sentiment correct?
A C T I O N S T E P S

28. BOOM!
A social listening strategy is born.

29. Boolean Search Terms: Thanksgiving Turkey
“Thanksgiving Turkey” vs “Thanksgiving” AND “Turkey”

30. Listening Examples: Thanksgiving Turkey
10/27/16 – 11/26/16

31. Crimson Hexagon

32. Sysomos

33. Tweet Reach

34. #2
Analytics: Determine
measurements needed
Activity, Awareness, Engagement, Influence
A C T I O N S T E P S

35. #3
Analytics: Understand what data
exists on what tool
A C T I O N S T E P S

36. #4
Analytics: Evaluate quantitative metrics
How many posts/tweets are being published? Who is following? Unfollowing?
How is growth? Who is engaging?
A C T I O N S T E P S

37. #5
Analytics: Create metrics calculations
How many posts/tweets are being published? Who is following? Unfollowing?
How is growth? Who is engaging?
A C T I O N S T E P S

38. Analytics Examples

39. Ubervu: @CDCTravel

40. Twitter Analytics: @CDCTravel

41. Sysomos: @CDCTravel

42. HootSuite: @multipleinc / @cuspconference

43. Twitter Analytics: @CDCTravel

44. HootSuite: @multipleinc / @cuspconference

45. Twitter Analytics: @CDCTravel

46. Ubervu: @CDCTravel

47. Sysomos: Comparison @CDCTravel vs @CDC_Cancer

48. Sysomos: @CDCTravel

49. Complex Boolean Search Terms
HIT + HCQ

50. HIT + HCQ:
("Meaningful Use" OR "Clinical Decision Support" OR "CDS" OR "Care Transitions" OR "Workflow" OR
"Medication management system" OR "MMS" OR "e-prescribing" OR "m-visit" OR "m-Health" OR "EHR"
OR "EHRs" OR "EMR" OR "Telemetry" OR "Remote Monitoring" OR “Care Coordination” OR “Whole
Patient Planned Care” OR “Whole Patient Care” OR “Patient-Centered Care” OR "Patient Centered
Care" OR “Medical Home” OR “Accountable Care Organization” OR “Accountable Care Organizations”
OR “Regional Extension Center” OR “Regional Extension Centers” OR “RECs” OR “Quality
Improvement Organizations” OR “Quality Improvement Organization” OR "Quality Indicators" OR
"Quality Improvement" OR "Quality Measurement" OR "Physician Quality Reporting Initiative" OR
"Physician Quality Reporting System" OR "Quality Reporting" OR "Registry Reporting" OR “Health Data
Exchange” OR “Data Sharing” OR “Electronic Health Record Exchange” OR “Secure health data
exchange” OR "Common Formats" OR "Standardized Reporting" OR "Patient Safety Event Reporting"
OR "Patient Safety Reporting" OR "Near Miss Reporting" OR "Adverse Event Reporting") AND ("Health
care IT" OR "healthcare IT" OR "Health IT" OR "healthit" OR "Health Information Technology")
C O M P L E X B O O L E A N T E R M S

51. Take-Aways

52. Remember This
Listening Provides:
1. Understanding of social media space
2. Analysis of potential relationships
3. Analysis of target audiences
4. Conversation topics
5. Guidance for the entire strategy
T A K E - A W A Y S

53. Remember This
Analytics Provide:
1. Understanding of social media platforms
2. Analysis of growth
3. Analysis of engagement with curated content
4. Conversation topics
5. Guidance for the entire strategy
T A K E - A W A Y S

54. T A K E - A W A Y S
Remember This
2 More Things:
1. The tool is only effective if you use it
2. Quantitative/Qualitative Analysis is a MUST

55. To Find Out More About Us
www.multipleinc.com
Atlanta // 678.691.2705