This is a presentation on how to run a social media listening program, effectively aligning insights to deliver business impact. Presentation covers both strategic and tactical social listening.

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!
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2014
Symantec
Corpora:on.
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Other
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This
document
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provided
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informa6onal
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and
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adver6sing.
All
warran6es
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in
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document,
either
express
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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