The document discusses the difference between listening and hearing in the context of social media monitoring. It proposes adding additional steps to improve listening capabilities, including review, parsing, research, responding, and measuring and analyzing feedback. The key steps are to review incoming information, parse it, conduct additional research, respond appropriately, and measure and analyze results to continuously refine the process and truly listen to customers.

1. Are you listening or hearing?
Its not mere semantics.
Prem Kumar Aparanji
http://www.naasat.in

2. Social Media Monitoring
Receive

3. Digital Monitoring
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4. Enterprise Feedback Management
Receive

5. What if …
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6. we add a new step?
Review
Receive
(Parse)

7. Hmmm … what about scalability?
Review
Receive
(Parse)

8. Get help from …
• Text Analysis
• Machine Learning
• Semantic Analysis
• Dedicated work force
– Data Stewards?
– Outsourced BPO?
• And how about getting help from
Communities? E.g., community filtering?

9. Can we Coordinate, Cooperate or
Collaborate*?
Route
Review
Receive
(Parse)
* http://sfh.naasat.in/2011/05/coordination-cooperation-or.html

10. Why, what, how?
• Functions & Departments
– Sales, Marketing, Service
– Finance, Invoice, Shipping, etc.
• Business Rules
– Don’t forget Priority, SLAs, Escalations, etc.
• BPM vs ACM vs Social

11. Systems of Record still needed …
Route
Review
Receive
(Parse)
Research

12. along with Systems of Engagement
Route
Review
Receive
(Parse)
Research
Respond & Record

13. Rinse+Repeat makes it Listening?
Route
Review
Receive
(Parse)
Research
Respond & Record

14. Only if you
MEASURE & ANALYZE TOO

15. Do you still think you are Listening?
Route
Review
Receive
(Parse)
Refine
Research
Respond & Record

16. Thank you
Prem Kumar Aparanji,
Evangelist - Social CRM, Cognizant
@prem_k | http://j.mp/premblog