This document discusses best practices for building an effective social media listening program, including setting goals and key metrics to track, planning resources and workflows, mapping how insights will be shared, and evaluating the program's success. Some questions to consider are what problems the listening aims to address, how insights will relate to and benefit different business units, who will review results and make recommendations, and how the program will be refined over time based on feedback.
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A presentation on the fundamentals of a strong social media monitoring and listening program, complete with some suggested metrics as well as a needs assessment at the end. Originally presented at Monitoring Social Media in October 2010.
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Evaluating your campaign: what does success look like? | Behind the headlines...CharityComms
Zena Ambrose, head of media, Diabetes UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A presentation on the fundamentals of a strong social media monitoring and listening program, complete with some suggested metrics as well as a needs assessment at the end. Originally presented at Monitoring Social Media in October 2010.
Ross Breadmore (Nixon McIness) and Kerryn Dinsdale (Senior PR Manager, Barclaycard) explain how the credit card company adopted social media and developed an effective social PR strategy.
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If you are looking for a list of critical performance parameters by which you judge how well your call center performs, look no further. This set of criteria I have utilised many times to assess call centers around the world. It integrates 35 years of experience in call centers with EFQM Business Excellence criteria and Baldrige Performance Excellence criteria.
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The purpose of this assignment is to apply a comprehensive plannin.docxlillie234567
The purpose of this assignment is to apply a comprehensive planning tool to help create a communications plan for an organization. The organization is
APPLE
In 350 words write a summary of your findings based on your research. Address each of the following:
Key Stakeholders:
Who will help you?
Who are the primary stakeholders to consider in the communications plan? Are they internal or external to the organization?
Key Activities:
How do you do it?
What are the primary tasks to consider in the plan?
Communications Team:
Who do you need?What skills need to be represented on the team to address various messaging and deployment needs?
Communication Goals:
What do you need to accomplish?
What is the primary messaging to convey? Define secondary messaging to deploy if pivoting is needed
Key Messages and Stories:
What will you communicate?
Create samples of the messages and stories that will be conveyed. Are the messages independent, or do they build on each other? What are the primary takeaways the target personas should receive? What emotion, principles, etc. should be received? How will the messages and stories persuade recipients towards acceptance?
Target Personas:
How do you describe your recipients?
Describe the details of each persona group to address. Are these personas currently targeted or are any of the groups new?
Communication Channels and Techniques:
How do you reach them?
Through which logistical/media channels do you reach recipients? Which channels work best? How can they be integrated into the organizations' and the audiences' routines?
Communications Budget:
What will it cost?
· What are the most important costs in your work?
· Which key resources/activities are most expensive?
· At what scale of production would the cost per product/service be profitable?
Tracking/Measuring Results:
How will you know the message was successfully deployed and received?
· What metrics will be tracked? How will responses be tracked?
· What target personas and stakeholders will be assessed?
· What tracking methods will be applied?
R
eference and cite four or five research sources within the summary
.
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If you are looking for a list of critical performance parameters by which you judge how well your call center performs, look no further. This set of criteria I have utilised many times to assess call centers around the world. It integrates 35 years of experience in call centers with EFQM Business Excellence criteria and Baldrige Performance Excellence criteria.
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The purpose of this assignment is to apply a comprehensive plannin.docxlillie234567
The purpose of this assignment is to apply a comprehensive planning tool to help create a communications plan for an organization. The organization is
APPLE
In 350 words write a summary of your findings based on your research. Address each of the following:
Key Stakeholders:
Who will help you?
Who are the primary stakeholders to consider in the communications plan? Are they internal or external to the organization?
Key Activities:
How do you do it?
What are the primary tasks to consider in the plan?
Communications Team:
Who do you need?What skills need to be represented on the team to address various messaging and deployment needs?
Communication Goals:
What do you need to accomplish?
What is the primary messaging to convey? Define secondary messaging to deploy if pivoting is needed
Key Messages and Stories:
What will you communicate?
Create samples of the messages and stories that will be conveyed. Are the messages independent, or do they build on each other? What are the primary takeaways the target personas should receive? What emotion, principles, etc. should be received? How will the messages and stories persuade recipients towards acceptance?
Target Personas:
How do you describe your recipients?
Describe the details of each persona group to address. Are these personas currently targeted or are any of the groups new?
Communication Channels and Techniques:
How do you reach them?
Through which logistical/media channels do you reach recipients? Which channels work best? How can they be integrated into the organizations' and the audiences' routines?
Communications Budget:
What will it cost?
· What are the most important costs in your work?
· Which key resources/activities are most expensive?
· At what scale of production would the cost per product/service be profitable?
Tracking/Measuring Results:
How will you know the message was successfully deployed and received?
· What metrics will be tracked? How will responses be tracked?
· What target personas and stakeholders will be assessed?
· What tracking methods will be applied?
R
eference and cite four or five research sources within the summary
.
Checklist Communication Strategy DevelopmentEwen Le Borgne
This presentation was given during a workshop on strategic communication for the Water and Sanitation Forum in Ethiopia (hosted under CRDA) and is based on a checklist of strategic questions developed by IRC Water and Sanitation Centre (www.irc.nl) to help develop a communication strategy. The workshop was facilited by me and Livia Iotti for the RiPPLE project and by Simret Yasabu for WaterAid Ethiopia.
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11. 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?
[ setting the stage]
12. 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?
[ planning]
13. 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?
[ resources ]
14. 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?
[ mapping information ]
15. 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?
[ evaluation ]
Editor's Notes
This is credit due to my CEO, Marcel Lebrun. He calls listening “answering the social phone”, and its an apt metaphor.
The real trick to the listening revolution is that not only are people asking to talk to you, they expect you to answer.
That’s active listening: listening with intent. You can indeed listen passively - just to get a lay of the land, and that can be a great start for companies trying to understand where they fit in social. But active is the goal.
Many companies start with listening for their brand, as in “what is someone saying about us or me?” Unfortunately too, sometimes that involves addressing a crisis, which we’ll talk more about in a minute.
Most people:
Glass empty: crisis or because there’s a concerning reputation issue that needs monitoring
Glass half full: some chatter, but not enough, or not enough of the good stuff:
- full glass: good chatter, want more.
Brand:
Company name, misspellings, contractions, phrases. If you’re a common word like Tide, contextual phrases will make all the difference
brands, product lines
campaigns
key stakeholders
Competition
Industry
Category you’re typically identified with
categories you’d like to be identified with
analysts, trend watchers
key influencers
Listen for these across brand, industry, competition.
sales: listening for the point of need (avaya’s response on twitter that landed a $250K deal).
marketing: speaking the right language. (Red Cross and their volunteer messaging, morning meetings to review conversation to mirror in outreach, meet daily to review
customer service: solving issues in real time, taking some of the load off other channels and meeting the customers where they are on the web
research and development: idea engine, mining for specific feedback on your product, or ideas from totally different industries that can fuel growth for your company. Learn from the competition or other industries all together
human resources: recruiting, retention, understanding company reputation
executive: state of the union. finger on the pulse of not just the company, but the industryo overall.
so how much time and effort does all of this take, and where do we start?
Talk about R6’s model, operator
Level 1: one person, centralized role, 2-4 hours a week using basic tools, passive listening or basic response
Level 2: 1-2 people from same department, 10-20 hours per week, +5 hours reporting and analyzing more advanced tools, brand and industry purposeful response
Level 3: 1-3 person teams, centralized or distributed, 40+ hours per week, paid tools with robust and nuanced searches, routing and workflow for response by appropriate team members
Need to determine how you’ll act on the information you find.
Will you respond? What will you say?
Thank you
I’m sorry
here’s some information
here’s what we think
Guidelines for response; empower your teams with what they can and should do, not just telling them what they can’t do.
Social Metrics and web analytics, what’s causing conversation, engagement tracking, EG or workflow metrics
Share of conversation, or voice
Sentiment trends. #TWCsucks
Not what are the number, what’s the data saying behind the numbers. Human insight!
13 metrics & metric sets we track as a team
have goals based on both group and individual metrics
reports both weekly and monthly
All the information you get from listening needs to get fed back into the system in order to capitalize on it.
Learn from the story the data is telling
The whole point is knowledge acquisition behind your brand
Three goals for social media:
awareness: new product, new market, young or obscure business
sales: existing market and trying to increase leads or sales
loyalty: repeat orders, average transaction, or trigger referrals and recommendations