blogwell austin social media case study: kellogg company, presented by jeff cole
TRANSCRIPT
Social Listening Approach
Common Ingredients & Base Recipe for an Iterative Social Listening Practice
Same basic ingredients and steps customized to meet your goal
Listening Tool
Challenge:Mapping the Right Tool to Organization Needs
Organization Needs
Starting Point: Identify the Pain PointsFrom our constituents; what are we trying to solve?
“Complicated”“Complicated”
“Lack of consistency”“Lack of consistency”
“What can I say?”“What can I say?”
“Who owns it?”“Who owns it?”
“What is our tool set?”“What is our tool set?”
“Who is using it?”“Who is using it?”
“Can I say something?”“Can I say something?”
“Twit-what now?”“Twit-what now?”
Starting Point: Identify the GoalsTwo general camps of activity across internal and external stakeholders
ProtectBuild
Marketing
HR
Research
PR
Consumer Affairs
Influencer Identification
Reputation Analysis
Risk Prediction & Assessment
Consumer Behavior
Crowd Sourcing
Competitive Tracking
Starting Point: Identify the ActivityWhat tasks must each area perform
Research
Marketing
Shopper
Design
Corporate Communications
HR
IT
Consumer Affairs
Reputation Analysis
Influencer Identification Risk
Prediction & AssessmentConsumer Behavior
Competitive Tracking
Crowd Sourcing
Response & Analysis
While different goals exist; commonality in task: How the tool usage & its insights bridge multiple groups
Starting Point:Common ground rooted in the core to every conversation;
Listen, Talk & Learn
Define priorities for your needs in these main three areas
Insights into the conversations and
connections
Data into consumer behavior & topical
interests
Build and Protect Brands by reaching out to consumers
Become smarter about our audience, anticipate needs, develop relationships & grow our business
What do we need?Social Listening Tool as a corporate solution
Shopper
Consumer Affairs
Design
IT
Corporate Comm
Marketing
Research
HR
HR
Shopper
Consumer Affairs
Design
IT
Corporate Comm
Marketing
Research
Advertising Agency
PR Agency
Digital Agency
Research Partner
What do we need?Crowd-sourcing from stakeholders
HR
Shopper
Consumer Affairs
Design
IT
Corporate Comm
Marketing
Research
Advertising Agency
PR Agency
Digital Agency
Research Partner
What do we need?Potential Partners and Demo Trial
HR
Shopper
Consumer Affairs
Design
IT
Corporate Comm
Marketing
Research
Advertising Agency
PR Agency
Digital Agency
Research Partner
What do we need?Scale for Global needs
You’ve selected your partner but one question with three parts to address:
Who is or who are your wise monkeys?
Your next decisions:Who is listening?
Your next decisions:Who is talking?
Your next decisions:Who is generating insights?
