1. Making Listening Data Work
Developing a Bestthan Just PR and
for More Practices
Approach to Social Media
Marketing
Chuck Hemann | Director, Analytics
Measurement WCG | @chuckhemann ON TWITTER
Chuck Hemann| VP, Digital Analytics
EDELMAN DIGITAL | @chuckhemann ON TWITTER
WCG Staff Meeting
December 13, 2011
Contents are proprietary and confidential.
2. WARNING: I AM A MATH GEEK
• Blah blah blah
http://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/ @chuckhemann ON TWITTER
3. LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING
@chuckhemann ON TWITTER
4. HERE’S THE GOOD NEWS…
“In 2009, more data
was generated by
individuals than in the
entire history of
mankind through
2008”
Andreas Weigend, Former Chief Scientist
Amazon.com
http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
5. BUT HERE’S THE BAD NEWS…
“In 2009, more data
was generated by
individuals than in the
entire history of
mankind through
2008”
Andreas Weigend, Former Chief Scientist
Amazon.com
http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
6. THE WAY MOST ORGANIZATIONS USE LISTENING DATA
@chuckhemann ON TWITTER
7. THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING
DATA
@chuckhemann ON TWITTER
8. UNDERSTANDING WHAT LISTENING CAN DO
• Ability to optimize content in real-
time
• Foster a better customer
experience
• Learn about potential product
issues
• Marketing through conversation
• Gain business intelligence
http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/ @chuckhemann ON TWITTER
9. WHERE DO WE START?
http://www.flickr.com/photos/94379417@N00/4808475862/ @chuckhemann ON TWITTER
10. 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
• In practice, much more difficult
to execute at large companies
• Requires central source for
listening with organization
http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER
11. DEVELOP A TOOLS, TRAINING AND SCOPE CHECKLIST
• Has there been an internal
decision made on a tool?
• Do you have a training
protocol in place?
• What business units will be
participating?
• How will you respond to
positive and negative
comments?
• Have you outlined a
reporting approach?
http://www.flickr.com/photos/40491122@N03/3738306829/ @chuckhemann ON TWITTER
12. PICKING AN ENTERPRISE LISTENING TOOL
THERE ARE OVER 225 VENDORS ON THE SOCIAL MEDIA MONITORING WIKI ALONE!!!
Criteria you should be using
to determine the right tool for
your organization:
• How many sites the tool
capture overall
• Workflow management
• Ability to import and
export information from
the tool
• Incorporating other data
sources (web, search)
• Cost
NOTE: Don’t try to review every tool. Pick FIVE based on cursory research
to review in greater detail
http://wiki.kenburbary.com/ @chuckhemann ON TWITTER
13. PUTTING TOGETHER AN EFFECTIVE TRAINING PROGRAM
• Take advantage of training programs offered by the
vendor you’ve selected to do listening
• Start with a core team of people within the company
• PR/Marketing
• Legal
• Social media/digital marketing
• CRM
• Human Resources
• Consumer insights
• Spread training program to other parts of the
organization gradually as interest in listening is
expressed
• Hands-on training as much as possible
• Create incentives/requirements to complete training
programs
http://www.flickr.com/photos/72416315@N03/6538084999/ @chuckhemann ON TWITTER
14. DETERMINING HOW BUSINESS UNITS PARTICIPATE
• Unlike Dilbert in this
cartoon, it takes more than
just a meaningless meeting.
• Most listening efforts are
currently being funded by
PR/marketing/digital
marketing/social media
• Getting other business units
to participate requires:
• Time
• Money
• People
• Clear goals for listening
• How insights will be used
• How does listening
support the business
• Gradual scaling ALWAYS
wins
http://www.flickr.com/photos/i-marco/2296026782/ @chuckhemann ON TWITTER
15. PART 1 IS CREATING YOUR STRATEGIC RESPONSE UNIT
• Cross functional group made
up of the following
departments:
• Impacted department
• PR/marketing
• Community
manager/digital marketing
• Analytics
• Legal
• All team members are
conversant in known issues
and response matrix
• In the case of the
SRU, smaller is most
definitely better
• Feeds data into central source
for listening
http://www.flickr.com/photos/inventorchris2/6015253491/sizes/l/in/photostream/ @chuckhemann ON TWITTER
16. PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A
MATRIX
@chuckhemann ON TWITTER
17. FRAMING A LISTENING REPORT BASED ON 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
http://www.flickr.com/photos/lwr/6208710/ @chuckhemann ON TWITTER
18. PUTTING A BOW ON YOUR LISTENING APPROACH
• Pick 5-10 tools to evaluate
based on broad enterprise
needs
• Develop a training protocol
that includes core team with
plans to expand
• Determine which business
units will participate based on
time, money and resources
• Create your response matrix
and identify your SRU
• Frame up your listening
program – regardless of BU
– based on the 5W’s
http://www.flickr.com/photos/alychz/333505522/ @chuckhemann ON TWITTER
19. QUESTIONS/COMMENTS?
Making Listening
Data Work for
More than Just
PR and
Marketing
Chuck Hemann | Director, Analytics
WCG | @chuckhemann ON TWITTER
Notas do Editor
The 4L's enable us to influence decisions regarding the customer's relationship with our brand.By merging behavior with insight we've created an effective blueprint for powerful communication. The Engagement Span provides the ability to cross over into unchartered territory, engage with people on their terms,and navigate together to the desired destination. Now there's just one thing left to do...