1. Making Listening Data Work
Developing a Bestthan Just PR and
for More Practices
Approach to Social Media
Marketing
Chuck Hemann | Director, Analytics
Measurement WCG | @chuckhemann ON TWITTER
Chuck Hemann| VP, Digital Analytics
EDELMAN DIGITAL | @chuckhemann ON TWITTER
WCG Staff Meeting
December 13, 2011
Contents are proprietary and confidential.

2. WARNING: I AM A MATH GEEK
• Blah blah blah
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3. LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING
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4. 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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5. 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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6. THE WAY MOST ORGANIZATIONS USE LISTENING DATA
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7. THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING
DATA
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8. 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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9. WHERE DO WE START?
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10. MAKING SOCIAL DATA WORK OUTSIDE OF PR/MARKETING
• 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
http://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER

11. 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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12. PICKING AN ENTERPRISE LISTENING TOOL
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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13. PUTTING TOGETHER AN EFFECTIVE TRAINING PROGRAM
• 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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14. DETERMINING HOW BUSINESS UNITS PARTICIPATE
• 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
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15. PART 1 IS CREATING YOUR STRATEGIC RESPONSE UNIT
• 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
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16. PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A
MATRIX
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17. 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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18. PUTTING A BOW ON YOUR LISTENING APPROACH
• 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
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19. QUESTIONS/COMMENTS?
Making Listening
Data Work for
More than Just
PR and
Marketing
Chuck Hemann | Director, Analytics
WCG | @chuckhemann ON TWITTER