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How to run a social media 
listening program 
KATHLEEN FETTERS 
FIRST REPUBLIC BANK 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDI...
How To Run A Social Media 
Listening Program 
Kathleen Fetters 
Social Media Intelligence 
@nazamova 
1
How to Run A Social Media Listening Program 
Building a social media 
listening program is a 
lot like cooking…….. 
You ne...
How to Run A Social Media Listening Program 
How to Run A Social Media Listening Program 
Kathleen Fetters 
Ingredients 
K...
How to Run A Social Media Listening Program 
Step 1: Determine who you are listening for 
Marketing? PR? Customer Service?...
How to Run A Social Media Listening Program 
Step 2: identify tool(s) that is/are best for your brand 
Hootsuite? R6? Bran...
How to Run A Social Media Listening Program 
Step 3: Define what your brand should measure 
SOV? SOC? Reach? Sentiment? En...
How to Run A Social Media Listening Program 
Step 4: Translate what you hear into actionable efforts 
Communications, Cour...
How to Run A Social Media Listening Program 
What is the secret ingredient? 
*Image sources see index 
FIRST REPUBLIC BANK...
How to Run A Social Media Listening Program 
Understanding your internal 
customers and their needs 
allows you to deliver...
Thank You! 
10 
Kathleen Fetters 
Social Media Intelligence 
@nazamova
How to Run A Social Media Listening Program 
Image Source Index 
Slide 2 
Julia Child - www.juliachildfoundation.org 
Slid...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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How to run a social media listening program, presented by Kathleen Fetters

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In her Brands-Only Summit presentation, First Republic Bank's Kathleen Fetters teaches a class on how to successfully run a social media listening program.

She goes into detail about listening, monitoring, and tracking social media conversations and applying those insights to your social media strategy.

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How to run a social media listening program, presented by Kathleen Fetters

  1. 1. How to run a social media listening program KATHLEEN FETTERS FIRST REPUBLIC BANK OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. How To Run A Social Media Listening Program Kathleen Fetters Social Media Intelligence @nazamova 1
  3. 3. How to Run A Social Media Listening Program Building a social media listening program is a lot like cooking…….. You need to pick an appealing sounding recipe, collect and prepare all your ingredients and heat it all up before you can serve the meal. *Image sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 2
  4. 4. How to Run A Social Media Listening Program How to Run A Social Media Listening Program Kathleen Fetters Ingredients Key stakeholders Listening tool(s) Proof of concept Not so secret ingredient Steps - Determine who you are listening for - Using results from step 1, identify tool(s) that is/are best for your brand - Define what your brand should measure - Translate what you hear into actionable efforts FIRST REPUBLIC BANK / It’s a privilege to serve you® *Image sources see index HIGHLY CONFIDENTIAL AND PROPRIETARY 3
  5. 5. How to Run A Social Media Listening Program Step 1: Determine who you are listening for Marketing? PR? Customer Service? The whole business? What you think is important to listen to may not be to those who will most benefit from the program *Images sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 4
  6. 6. How to Run A Social Media Listening Program Step 2: identify tool(s) that is/are best for your brand Hootsuite? R6? Brandwatch? The list keeps growing! There is no “Holy Grail” tool and none that are a “One size fits all” ― What is your budget? $0, $50K, $1MM, No budget – lucky you! ― In-house vs. professional services? ― If there is volume pricing will that affect what you can listen for? *Images sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 5
  7. 7. How to Run A Social Media Listening Program Step 3: Define what your brand should measure SOV? SOC? Reach? Sentiment? Engagement? Re-Tweets? You’ve heard “location, location, location”? This is “customization, customization, customization”! *Images sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 6
  8. 8. How to Run A Social Media Listening Program Step 4: Translate what you hear into actionable efforts Communications, Course Correcting, Research Development This is not about creating a social media strategy - it is using social media intelligence to enhance the strategies for the entire business Social Media ROI can not be defined by the same terms as other channels *Images sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 7
  9. 9. How to Run A Social Media Listening Program What is the secret ingredient? *Image sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 8
  10. 10. How to Run A Social Media Listening Program Understanding your internal customers and their needs allows you to deliver them valuable insights that will lead to their success. Their success is your success. They then will become your biggest advocates! Relationship Building!!! The most important ingredient of them all and there are NO Substitutions! *Image sources see index FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 9
  11. 11. Thank You! 10 Kathleen Fetters Social Media Intelligence @nazamova
  12. 12. How to Run A Social Media Listening Program Image Source Index Slide 2 Julia Child - www.juliachildfoundation.org Slide 3 Recipe Card - www.hooverwebdesign.com Slide 4 Girl Scout - http://amberausten.com Girl Scout cookies - http://www.girlscoutsdiamonds.org Girl Scout - https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcT3XGL5_Ik305EIuw97cI-mkr_2eZm7l38h__rWDHLdknEsLM1CFA Slide 5 Coca Cola - www.wallpaper2020.com Coca Cola Polar Bears - campaignsandcoffee.wordpress.com Pepsi - http://www.allposters.com Slide 6 Boardroom - http://online.wsj.com (Getty Images) Computer user - biznology.com Comparison shopper - http://www.knowledgenetworks.com Slide 7 Apple Pay - http://www.nfcworld.com Dog at computer - www.funnytreat.com Couple - http://www.masterfile.com Slide 8 Children - augustineapprovedblog.com Slide 9 Party - www.revolutionmother.com FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY 11
  13. 13. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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