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Run a social media listening program, presented by Erling Amundson


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In his Brands-Only Summit presentation, Symantec Corporation's Erling Amundson teaches a class on running a social media listening program.

He covers how to listen, monitor, and track social media conversations and applying the insights to your social media strategy.

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Run a social media listening program, presented by Erling Amundson

  2. 2. How  to  Run  a  Social  Media  Listening  Program     Listening,  monitoring,  and  tracking  social  media  conversa:ons  and  applying  the   insights  to  your  social  media  strategy.   Erling  Amundson   Senior  Manager,  Digital  Insights  &  Predic6ve  Opera6ons  
  3. 3. Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy   2   What  is  the  secret  formula  for  Social  Insights?  
  4. 4. 3   SI  =  5W  *  (C+D)+V+A   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  5. 5. Social  Insights  =  Strategy  (5W)  *  Tac:cs  (C+D)+V+A   4   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  6. 6. 5   ?   Why  are  you  doing   social  media  listening?   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  7. 7. 1)  Why:  What  is  the  goal  of  social  listening  for  your  organiza:on?   q Brand  Insights/Brand  Health   q Risk  Iden6fica6on/PR   q Customer  Experience  Improvement   q Voice  of  the  Customer   q Develop  BeSer  Customer  Personas   q Influencer  Iden6fica6on   q Customer  Service  Engagement   q Improved  Sales   q Compe6tor  Insights   q Industry  Trends   6   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  8. 8. 7   ?   Who  are  you  doing   social  media  for?   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  9. 9. 2)  Who  Will  Receive  Insights   q Public  Rela6ons/Communica6ons  Team   q Marke6ng  Campaigns   q Marke6ng  Insights/Business  Intelligence   q Customer  Experience   q Support   q Product  Development   q Sales   8   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  10. 10. 9   Make  the  outputs     of  your  listening  strategy   inputs  into  other  areas     of  your  organiza6on   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  11. 11. What  Metrics  Align  with  the  Why  &  Who   •  What  metrics  will  help  you  deliver  business  impact   q Followers  &  Follower  Growth   q Engagement  Rate   q Click-­‐throughs,  Page  Visits   q Share  of  Voice   q Sen6ment     q Lead  Genera6on,  Sales,  Revenue   q Cases  Solved   10   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  12. 12. 11   ?   Where  should  you   listen?   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  13. 13. 3)  Where  to  Listen:  What  Social  Channels  Are  Most  Important   q TwiSer   q Facebook   q LinkedIn   q Instagram   q Pinterest   q Internal  or  External  Forums   q Blogs   q Shopping/Review  Sites   u Is  is  Social  Only  or  is  Social  Part  of  a  Cross-­‐channel  Strategy   12   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  14. 14. 13   ?   What  will  you  do  with   your  findings?   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  15. 15. 4)  What:  Ac:ons   •  Who  will  engage  and  in  what  situa6ons   –  1:1  engagement   –  You-­‐6lity  content  publishing  based  on  social  insights   –  Create  an  engagement  playbook   14   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  16. 16. 4)  What:  Delivery  Method   •  What  is  the  best  method  to  deliver  insights  for  your  organiza6on   q In-­‐tool  Dashboard   q Cross-­‐channel  Dashboard   q Data  Dashboard   q Command  Center   q Insights  Email   q PowerPoint  Reports   15   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  17. 17. 16   ?   When  will  you  deliver   insights?   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  18. 18. 5)  When  Will  You  Deliver  Insights   q Real-­‐6me   q Daily   q Weekly   q Monthly   q Quarterly   17   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  19. 19. Tac:cal:  Configure  and  Deliver   18  Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  20. 20. Select  Your  Tool(s)   •  Review  your  listening,  analysis,  and  repor6ng  goals   •  Select  the  tool  or  tools  that  are  best  aligned  with  your  strategy   •  You  may  need  more  than  one   –  Social  Engagement   –  Influencer  Iden6fica6on   –  Data  Analysis  &  Trend  Spodng   19   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  21. 21. Ini:al  Listening   •  Cast  a  broad  net  –  iden6fy  what’s  out  there   •  Brainstorm  with  your  partners  (the  Who  men6oned  earlier)   –  Especially  tap  any  writers  or  SEO  specialists   •  Your  Web  Site   –  Lis6ng  of  products,  services,  white  papers,  blogs,  etc.   •  Google  Search,  related  searches   •  Blog  Search  Tools;  Google  AdWords   20   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  22. 22. Ini:al  Listening   •  Take  samples,  analyze,  and  adjust   –  Watch  your  volume  limits   •  What  are  the  conversa6ons  like   •  How  much  volume  exists   •  What  classifica6on  system  fits  the  data  and  your  strategy   –  Iden6fy  how  you  need  to  classify  things;  customize  the  tool  if  needed   21   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  23. 23. Test  &  Tune  Keywords   •  Most  of  your  setup  6me  will  be  here   –  Don’t  be  afraid  to  restart  as  needed   –  Ongoing  tuning  will  be  needed   •  Tune  the  keywords   –  Tune  with  Boolean  AND  OR  NOT   –  Look  for  other  words  in  the  posts  you  find  –  add  to  search   –  Look  for  words  to  reduce  unwanted  men6ons   –  Try  phrases  in  addi6on  to  words;  anyone  know,  doesn’t  work   –  Try  proximity  A,  B,  and  C  within  10  words   –  This  will  be  trial  and  error  –  watch  your  data  limits,  make  fast  adjustments   •  Audit,  Synch,  &  Train  frequently  if  >1  person  is  classifying   –  Pull  sample  data  sets   –  Review  together  to  check  agreement   –  Document  classifica6ons  with  representa6ve  samples   •  Automate   22   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  24. 24. Staffing   •  Why  do  big  issues  always  seem  to  crop  up  at  the  end  of  the  business  day?   •  How  can  you  get  cri6cal  business  insights  in  6me  to  act?   •  Are  you  24X7   •  How  will  you  cover  holidays,  vaca6ons?   •  Start  with  1-­‐2  listening  employees  but  expect  to  grow  depending  on  volume  and  coverage   needs   •  Consider  volunteers  who  get  social  media  experience  in  exchange  for  providing  some  listening   coverage   •  Consider  staggering  shios  or  global  employees  to  provide  more  coverage  hours   23   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  25. 25. Deliver  Valuable  Social  Media  Insights   •  Delivery  Based  on  The  Plan   –  Don’t  assume  others  will  understand   –  Provide  readouts  to  review  and  explain   •  Validate  Business  Impact   –  PR  Issues   –  Product  Improvements   –  Revenue   •  Adjust  and  Adapt   –  Plan  on  regular  course  correc6ons     24   Erling  Amundson        How  to  Run  a  Social  Media  Listening  Program          @XDstrategy  
  26. 26. How  to  Run  a  Social  Media  Listening  Program    Summary.  Q&A.   Erling  Amundson       25   Erling  Amundson        Senior  Manager  Digital  Insights  and  Predic6ve  Opera6ons  @XDstrategy  
  27. 27. Thank  you!   Copyright  ©  2014  Symantec  Corpora:on.  All  rights  reserved.  Symantec  and  the  Symantec  Logo  are  trademarks  or  registered  trademarks  of  Symantec  Corpora6on  or  its  affiliates  in  the  U.S.  and  other  countries.    Other  names  may  be   trademarks  of  their  respec6ve  owners.   This  document  is  provided  for  informa6onal  purposes  only  and  is  not  intended  as  adver6sing.    All  warran6es  rela6ng  to  the  informa6on  in  this  document,  either  express  or  implied,  are  disclaimed  to  the  maximum  extent  allowed  by  law.     The  informa6on  in  this  document  is  subject  to  change  without  no6ce.   Erling  Amundson   Senior  Manager:  Digital  Insights  and  Predic6ve  Opera6ons  
  28. 28. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016