During Explore Social Media in Minneapolis, Chuck Hemann, Director of Analytics, discussed how organizations can turn listening to social media conversations into a competitive advantage.

1. WCG Staff Meeting Turning Practices into an
Developing a Best Listening
Organizational Advantage
December 13,Approach to Social Media
2011 Chuck Hemann | Director, Analytics
WCG | @chuckhemann ON TWITTER
Measurement #GoToExplore
Chuck Hemann| VP, Digital Analytics
EDELMAN DIGITAL | @chuckhemann ON TWITTER
Contents are proprietary and confidential.

2. “
Here’s last quarter’s media analysis and last
year’s brand tracking data. Can we schedule a
”
meeting to review the 75-slide deck?
• Too many research professionals
Contents are proprietary and confidential.

3. “
Wow, did you see the opinion shift on today’s
dashboard? That story’s really working. Let’s
”
amp it up with some new content tomorrow.
• The opportunity in front of us
Contents are proprietary and confidential.

4. Marketers are currently swimming in data
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content
per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
@chuckhemann ON TWITTER #gotoexplore

5. Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Lots of noise to filter, but plenty of valuable signal
Contents are proprietary and confidential.

6. Where do we get started?
@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/

7. 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
• Requires central source for
listening with organization
http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER

8. Key elements of success…
1. Use the “right” tool(box) for the job.
2. Develop a social intelligence supply chain.
3. Institutionalize standard metrics and models.
4. Determine the right reporting cadence.
5. Verify software tools with analyst hand coding.
6. Plan protocols for real time crises.
7. Build a team who understands the business.
#gotoexplore

9. Think “toolbox,” not tool
• Don’t ask: “What tool should I use?”
• Instead ask: “What toolbox do I need?”
So, what’s in the toolbox?
• Social media aggregator (Radian6, Sysomos, etc.)
• Owned media insights (Facebook, Twitter, etc.)
• Engagement tools (Tweetdeck, Hootsuite, Jive, etc.)
• Web and search analytics (Google, Omniture, etc.)
Contents are proprietary and confidential.

10. Nine elements to evaluate a social media listening tool
Channel Capture Reliable capture through API
Twitter firehose access Workflow functionality
Full-text versus content snippets Consistent user interface
Mention categorization/tagging Historical data
Spam prevention

11. Developing your social intelligence supply chain
Internal
Engagement
Team
Text
Data
Social Recurring
Conversation
Tool Reporting Event-based
Specialized
Research
Measurement
Feedback
Loop /
Non-Text Optimization
Executive
Data
Dashboards
Business
Analyst

12. Framing your reporting approach around 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
@CHUCKHEMANN ON TWITTER

13. Timely Intelligence à Timely Decisions
Annually:
Business and comms planning, long-range
strategy, KPI assessment and goal setting
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Daily:
Media flow, news synopses, topline opinions
Hourly:
Competitive alerts and crisis management
Contents are proprietary and confidential.

14. Plan the human resources, not just technology
Business/Brand #1 Business/Brand #2 Business/Brand #3 Business/Brand #4
Social COE Social COE Social COE Social COE
Stakeholders Stakeholders Stakeholders Stakeholders
In-House In-House In-House In-House In-House In-House In-House In-House
Business Business Business Business Business Business Business Business
Analyst Reporting Analyst Reporting Analyst Reporting Analyst Reporting
Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & Agency Partner(s) &
External Analysts External Analysts External Analysts External Analysts

15. Putting together an effective training program
• Take advantage of existing training
programs
• Start with a core team of people within
the company
• Spread training program to other parts of
the organization gradually
• Hands-on training as much as possible
• Create incentives/requirements to
complete training programs
Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/
@chuckhemann ON TWITTER

16. Modern day Day Issue Management
Modern issues management
Identify Issues (>90% are Known) Correct History
Create an Monitor even
Profile early warning after issue
Pro / Con
system. ISSUE HITS burns out.
Right
Influencers
Influencers
Know
Right
SOC
Words
Volume
Know
Right
(-) Prepare for Media Call Content
Words
-180 0 +180
Tag the
Right
Right Optimize Search
Story
Words
Place Right
Right 3rd
Content SEARCH LEADS TO Parties
Brief / Get RIGHT CONTENT Content
to Know the Syndication
Influencers Network
REPORTERS INFLUENCED BY
SEARCH + COMPANY
Macro Industry Issues Full Awareness / Understand Timing / Linkage
Contents are proprietary and confidential.

17. Developing your response protocol
17 Contents are proprietary and confidential.

18. Making sure the robots don’t take over the world
Data Capture / Management Data Analysis / Reporting
1. Supplement social listening 1. Use statistical analysis and modeling
tools with additional data to make sense of very large
sources conversations
2. Use combination of human- 2. Integrate metrics from different data
coding and NLP to gather sources to make connections between
relevant conversations brand activities, social media
conversations, and business goals
3. Filter spam using the best tools,
keyword filters and human 3. Analysts and data scientists review
analysis results with engagement specialists
and thought partners to deliver
recommendations

19. Do you need the physical command center space?
… The answer to this question is, as usual, MAYBE
@chuckhemann ON TWITTER #gotoexplore

20. Or you can utilize a web-based application that is scalable
Contents are proprietary and confidential.
@chuckhemann ON TWITTER

21. Chuck Hemann
Director, Analytics
Explore Minneapolis
August 16, 2012
Contents are proprietary and confidential.