The Art and ROI of Listening: Turning Your Platform into a Marketing Machine
Turning listening into an-organizational-advantage
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WCG Staff Meeting December 13, 2011 Contents are proprietary and confidential. Developing a Best Practices Approach to Social Media Chuck Hemann| VP, Digital Analytics EDELMAN DIGITAL | @chuckhemann ON TWITTER Turning Listening into an Organizational Advantage Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER #GoToExplore
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do not think I have seen anyone run any kind of correlation between the explosion of social media and the subsequent explosion of social media listening... How do you turn your existing listening program into something that offers much more value to your organization? 1. Think toolbox, not tool – There is not a data capture tool on the market today that will serve all of your needs. Listening tools are powerful, to be sure, but they do not capture everything. Think about what combination of tools — customer service, web analytics, search analytics, conversation analytics — you need to be successful. 2. Develop a social intelligence supply chain – Using the toolbox above, how do you route and display information within the organization? This is a critical step that is most often overlooked. 3. Institutionalize standard metrics and models – Presenting the same metrics and using the same approach to data gathering is essential to delivering actionable insights and ensuring overall credibility. 4. Determine the right reporting cadence – There are different models for different audiences. For example, if you are presenting to an executive audience then it makes the most sense to roll up data every quarter. If you are using the data for real-time content, though, it may make more sense to present findings every week. 5. Using analysts to hand code data – While the tools are becoming more sophisticated, nothing yet replaces the analyst who understands the business and the tools. 6. Protocols for crises – If you are familiar with your issues, know what drives share of conversation, know who the influencers are, know who you would talk to in crisis, know the top search words people use then you are in good shape. Do you know all of those? 7. Build a team who understands the business – This goes hand-in-hand with #5, but having analysts who understand the tools and the business is absolutely essential. It’s the only way you will develop actionable insights. These are the primary building blocks to building an effective social media listening program at your organization. See more in Chuck's Presentation "Turning Listening Into An Organizational Advantage" [PDF] http://bit.ly/SLVAq2 By Chuck Hemann. http://bit.ly/Ryhlif Source. http://bit.ly/RcN3ir
Transcript of Turning listening into an-organizational-advantage
WCG Staff Meeting
December 13, 2011
Contents are proprietary and confidential.
Developing a Best Practices Approach to Social Media
Measurement Chuck Hemann| VP, Digital Analytics
EDELMAN DIGITAL | @chuckhemann ON TWITTER
Turning Listening into an Organizational Advantage
Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER
#GoToExplore
Here’s last quarter’s media analysis and last year’s brand tracking data. Can we schedule a meeting to review the 75-slide deck? • Too many research professionals
Contents are proprietary and confidential.
” “
Wow, did you see the opinion shift on today’s dashboard? That story’s really working. Let’s amp it up with some new content tomorrow. • The opportunity in front of us
Contents are proprietary and confidential.
” “
@chuckhemann ON TWITTER
Marketers are currently swimming in data
#gotoexplore
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence • Lots of noise to filter, but plenty of valuable signal
Contents are proprietary and confidential.
Social Channels = New Frontier for Research
@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/
Where do we get started?
Making social data work outside of PR/marketing
@chuckhemann ON TWITTER http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/
• 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
• Requires central source for
listening with organization
1. Use the “right” tool(box) for the job.
2. Develop a social intelligence supply chain.
3. Institutionalize standard metrics and models.
4. Determine the right reporting cadence.
5. Verify software tools with analyst hand coding.
6. Plan protocols for real time crises.
7. Build a team who understands the business.
#gotoexplore
Key elements of success…
• Don’t ask: “What tool should I use?”
• Instead ask: “What toolbox do I need?”
So, what’s in the toolbox? • Social media aggregator (Radian6, Sysomos, etc.) • Owned media insights (Facebook, Twitter, etc.) • Engagement tools (Tweetdeck, Hootsuite, Jive, etc.) • Web and search analytics (Google, Omniture, etc.)
Contents are proprietary and confidential.
Think “toolbox,” not tool
Channel Capture
Twitter firehose access
Full-text versus content snippets
Mention categorization/tagging
Spam prevention
Reliable capture through API
Workflow functionality
Consistent user interface
Historical data
Nine elements to evaluate a social media listening tool
Social Conversation
Tool
Text Data
Non-Text Data
Reporting
Internal Engagement
Team
Dashboards
Recurring
Event-based
Specialized Research
Measurement
Executive
Business
Analyst
Feedback Loop /
Optimization
Developing your social intelligence supply chain
@CHUCKHEMANN ON TWITTER
• 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
Framing your reporting approach around the Five W’s
Contents are proprietary and confidential.
Daily: Media flow, news synopses, topline opinions
Weekly: KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Monthly: KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Hourly: Competitive alerts and crisis management
Quarterly: KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Annually: Business and comms planning, long-range strategy, KPI assessment and goal setting
Timely Intelligence à Timely Decisions
In-House Business Analyst
In-House Business Reporting
Business/Brand #2
Social COE Stakeholders
Agency Partner(s) & External Analysts
In-House Business Analyst
In-House Business Reporting
Business/Brand #1
Social COE Stakeholders
Agency Partner(s) & External Analysts
In-House Business Analyst
In-House Business Reporting
Business/Brand #3
Social COE Stakeholders
Agency Partner(s) & External Analysts
In-House Business Analyst
In-House Business Reporting
Business/Brand #4
Social COE Stakeholders
Agency Partner(s) & External Analysts
Plan the human resources, not just technology
Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/ @chuckhemann ON TWITTER
• Take advantage of existing training programs
• Start with a core team of people within the company
• Spread training program to other parts of the organization gradually
• Hands-on training as much as possible
• Create incentives/requirements to complete training programs
Putting together an effective training program
Full Awareness / Understand Timing / Linkage
Modern Day Issue Management
Contents are proprietary and confidential.
-180 +180 Prepare for Media Call
Optimize Search
Profile Pro / Con
Influencers Know SOC
Volume Know
(-) Words
Identify Issues (>90% are Known)
Right Influencers
Right Words
Right Content
Correct History
ISSUE HITS
Content Syndication
Network
Right 3rd
Parties
Right Story
Brief / Get to Know the Influencers
Place Right
Content
Tag the Right Words
Macro Industry Issues
Create an early warning
system.
0
Monitor even after issue burns out.
SEARCH LEADS TO RIGHT CONTENT
REPORTERS INFLUENCED BY SEARCH + COMPANY
Modern day issues management
17 Contents are proprietary and confidential.
Developing your response protocol
1. Supplement social listening tools with additional data sources
2. Use combination of human-coding and NLP to gather relevant conversations
3. Filter spam using the best tools, keyword filters and human analysis
1. Use statistical analysis and modeling to make sense of very large conversations
2. Integrate metrics from different data sources to make connections between brand activities, social media conversations, and business goals
3. Analysts and data scientists review results with engagement specialists and thought partners to deliver recommendations
Data Capture / Management Data Analysis / Reporting
Making sure the robots don’t take over the world
@chuckhemann ON TWITTER #gotoexplore
… The answer to this question is, as usual, MAYBE
Do you need the physical command center space?
Contents are proprietary and confidential. @chuckhemann ON TWITTER
Or you can utilize a web-based application that is scalable
Contents are proprietary and confidential.
Chuck Hemann Director, Analytics
Explore Minneapolis August 16, 2012
