In her Brands-Only Summit presentation, First Republic Bank's Kathleen Fetters teaches a class on how to successfully run a social media listening program. She goes into detail about listening, monitoring, and tracking social media conversations and applying those insights to your social media strategy.

1. How to run a social media
listening program
KATHLEEN FETTERS
FIRST REPUBLIC BANK
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. How To Run A Social Media
Listening Program
Kathleen Fetters
Social Media Intelligence
@nazamova
1

3. How to Run A Social Media Listening Program
Building a social media
listening program is a
lot like cooking……..
You need to pick an
appealing sounding
recipe, collect and
prepare all your
ingredients and heat it all
up before you can serve
the meal.
*Image sources see index
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4. How to Run A Social Media Listening Program
How to Run A Social Media Listening Program
Kathleen Fetters
Ingredients
Key stakeholders
Listening tool(s)
Proof of concept
Not so secret ingredient
Steps
- Determine who you are listening for
- Using results from step 1, identify tool(s) that is/are best for your brand
- Define what your brand should measure
- Translate what you hear into actionable efforts
FIRST REPUBLIC BANK / It’s a privilege to serve you® *Image sources see index
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5. How to Run A Social Media Listening Program
Step 1: Determine who you are listening for
Marketing? PR? Customer Service? The whole business?
What you think is important to listen to may not be to those who will
most benefit from the program
*Images sources see index
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6. How to Run A Social Media Listening Program
Step 2: identify tool(s) that is/are best for your brand
Hootsuite? R6? Brandwatch? The list keeps growing!
There is no “Holy Grail” tool and none that are a “One size fits all”
― What is your budget? $0, $50K, $1MM, No budget – lucky you!
― In-house vs. professional services?
― If there is volume pricing will that affect what you can listen for?
*Images sources see index
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7. How to Run A Social Media Listening Program
Step 3: Define what your brand should measure
SOV? SOC? Reach? Sentiment? Engagement? Re-Tweets?
You’ve heard “location, location, location”? This is “customization,
customization, customization”!
*Images sources see index
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8. How to Run A Social Media Listening Program
Step 4: Translate what you hear into actionable efforts
Communications, Course Correcting, Research Development
This is not about creating a social media strategy - it is using social media
intelligence to enhance the strategies for the entire business
Social Media ROI can not be defined by the same terms as other channels
*Images sources see index
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9. How to Run A Social Media Listening Program
What is the secret ingredient?
*Image sources see index
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10. How to Run A Social Media Listening Program
Understanding your internal
customers and their needs
allows you to deliver them
valuable insights that will lead
to their success.
Their success is your success.
They then will become your
biggest advocates!
Relationship Building!!!
The most important ingredient of them all and there are NO Substitutions!
*Image sources see index
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11. Thank You!
10
Kathleen Fetters
Social Media Intelligence
@nazamova

12. How to Run A Social Media Listening Program
Image Source Index
Slide 2
Julia Child - www.juliachildfoundation.org
Slide 3
Recipe Card - www.hooverwebdesign.com
Slide 4
Girl Scout - http://amberausten.com
Girl Scout cookies - http://www.girlscoutsdiamonds.org
Girl Scout - https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcT3XGL5_Ik305EIuw97cI-mkr_2eZm7l38h__rWDHLdknEsLM1CFA
Slide 5
Coca Cola - www.wallpaper2020.com
Coca Cola Polar Bears - campaignsandcoffee.wordpress.com
Pepsi - http://www.allposters.com
Slide 6
Boardroom - http://online.wsj.com (Getty Images)
Computer user - biznology.com
Comparison shopper - http://www.knowledgenetworks.com
Slide 7
Apple Pay - http://www.nfcworld.com
Dog at computer - www.funnytreat.com
Couple - http://www.masterfile.com
Slide 8
Children - augustineapprovedblog.com
Slide 9
Party - www.revolutionmother.com
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13. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014