run a social media listening program, presented by erling amundson

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Run a social media listeningprogram

ERLING AMUNDSONSYMANTEC CORPORATION

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

Erling Amundson How to Run a Social Media Listening Program @XDstrategy 2

What is the secret formula for Social Insights?

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SI = 5W * (C+D)+V+A

Erling Amundson How to Run a Social Media Listening Program @XDstrategy

Social Insights = Strategy (5W) * Tac:cs (C+D)+V+A

4 Erling Amundson How to Run a Social Media Listening Program @XDstrategy

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? Why are you doing social media listening?


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


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? Who are you doing social media for?


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


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Make the outputs

of your listening strategy

inputs into other areas

of your organiza6on


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


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? Where should you listen?


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


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? What will you do with your findings?


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


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


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? When will you deliver insights?


5) When Will You Deliver Insights

q Real-‐6me

q Daily

q Weekly

q Monthly

q Quarterly


Tac:cal: Configure and Deliver


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


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


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


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


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


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


How to Run a Social Media Listening Program Summary. Q&A. Erling Amundson

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Erling Amundson Senior Manager Digital Insights and Predic6ve Opera6ons [email protected] @XDstrategy

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 [email protected]

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