How To Run a Social Media Listening Program
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The document outlines a comprehensive approach to running a social media listening program, emphasizing the importance of understanding organizational goals, target audiences, and key metrics. It details actionable steps for implementation, including selecting the right tools, initial listening, keyword tuning, staffing, and delivering insights effectively. The ultimate aim is to leverage social media insights to enhance brand health, customer experience, and business strategies.
How To Run a Social Media Listening Program
- 1. 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
- 2. Erling Amundson How to Run a Social Media Listening Program @XDstrategy 2 What is the secret formula for Social Insights?
- 3. 3 SI = 5W * (C+D)+V+A Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 4. Social Insights = Strategy (5W) * Tac:cs (C+D)+V+A 4 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 5. 5 ? Why are you doing social media listening? Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 6. 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 6 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 7. 7 ? Who are you doing social media for? Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 8. 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 8 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 9. 9 Make the outputs of your listening strategy inputs into other areas of your organiza6on Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 10. 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 10 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 11. 11 ? Where should you listen? Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 12. 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 12 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 13. 13 ? What will you do with your findings? Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 14. 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 14 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 15. 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 15 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 16. 16 ? When will you deliver insights? Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 17. 5) When Will You Deliver Insights q Real-‐6me q Daily q Weekly q Monthly q Quarterly 17 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 18. Tac:cal: Configure and Deliver 18 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 19. 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 19 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 20. 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 20 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 21. 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 21 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 22. 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 22 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 23. 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 23 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 24. 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 24 Erling Amundson How to Run a Social Media Listening Program @XDstrategy
- 25. How to Run a Social Media Listening Program Summary. Q&A. Erling Amundson 25 Erling Amundson Senior Manager Digital Insights and Predic6ve Opera6ons erling_amundson@symantec.com @XDstrategy
- 26. 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 erling_amundson@symantec.com