chuck hemann

Contents are proprietary and confidential.

WCG Staff MeetingDecember 13, 2011

Developing a Best Practices Approach to Social Media

Measurement Chuck Hemann| VP, Digital Analytics

EDELMAN DIGITAL | @chuckhemann ON TWITTER

Making Listening Data Work for More than Just PR and

MarketingChuck Hemann | Director, Analytics

WCG | @chuckhemann ON TWITTER

• Blah blah blah

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WARNING: I AM A MATH GEEK

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LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING

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

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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

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THE WAY MOST ORGANIZATIONS USE LISTENING DATA

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THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING DATA

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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

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WHERE DO WE START?

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MAKING SOCIAL DATA WORK OUTSIDE OF PR/MARKETING

@chuckhemann ON TWITTERhttp://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

• In practice, much more difficult to execute at large companies

• Requires central source for listening with organization

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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?

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PICKING AN ENTERPRISE LISTENING TOOL

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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

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PUTTING TOGETHER AN EFFECTIVE TRAINING PROGRAM

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• 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

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DETERMINING HOW BUSINESS UNITS PARTICIPATE

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• 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

PART 1 IS CREATING YOUR STRATEGIC RESPONSE UNIT

@chuckhemann ON TWITTERhttp://www.flickr.com/photos/inventorchris2/6015253491/sizes/l/in/photostream/

• 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

PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A MATRIX

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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

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PUTTING A BOW ON YOUR LISTENING APPROACH

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• 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

QUESTIONS/COMMENTS?

Making Listening Data Work for More

than Just PR and MarketingChuck Hemann | Director, AnalyticsWCG | @chuckhemann ON TWITTER