In his Brands-Only Summit presentation, Symantec Corporation's Erling Amundson teaches a class on running a social media listening program. He covers how to listen, monitor, and track social media conversations and applying the insights to your social media strategy.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Run a social media listening
program
ERLING AMUNDSON
SYMANTEC CORPORATION

2. 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

3. Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy
2
What
is
the
secret
formula
for
Social
Insights?

4. 3
SI
=
5W
*
(C+D)+V+A
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

5. Social
Insights
=
Strategy
(5W)
*
Tac:cs
(C+D)+V+A
4
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

6. 5
?
Why
are
you
doing
social
media
listening?
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

7. 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

8. 7
?
Who
are
you
doing
social
media
for?
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

9. 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

10. 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

11. 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

12. 11
?
Where
should
you
listen?
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

13. 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

14. 13
?
What
will
you
do
with
your
findings?
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

15. 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

16. 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

17. 16
?
When
will
you
deliver
insights?
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

18. 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

19. Tac:cal:
Configure
and
Deliver
18
Erling
Amundson
How
to
Run
a
Social
Media
Listening
Program
@XDstrategy

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. Thank
you!
Copyright
©
2014
Symantec
Corpora:on.
All
rights
reserved.
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and
the
Symantec
Logo
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Other
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of
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respec6ve
owners.
This
document
is
provided
for
informa6onal
purposes
only
and
is
not
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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

28. Learn more about past and
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