chuck hemann
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Contents are proprietary and confidential.
WCG Staff MeetingDecember 13, 2011
Developing a Best Practices Approach to Social Media
Measurement Chuck Hemann| VP, Digital Analytics
EDELMAN DIGITAL | @chuckhemann ON TWITTER
Making Listening Data Work for More than Just PR and
MarketingChuck Hemann | Director, Analytics
WCG | @chuckhemann ON TWITTER
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• Blah blah blah
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WARNING: I AM A MATH GEEK
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LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING
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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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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
http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER
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THE WAY MOST ORGANIZATIONS USE LISTENING DATA
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THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING DATA
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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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WHERE DO WE START?
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MAKING SOCIAL DATA WORK OUTSIDE OF PR/MARKETING
@chuckhemann ON TWITTERhttp://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/
• 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
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@chuckhemann ON TWITTER
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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PICKING AN ENTERPRISE LISTENING TOOL
http://wiki.kenburbary.com/ @chuckhemann ON TWITTER
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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PUTTING TOGETHER AN EFFECTIVE TRAINING PROGRAM
http://www.flickr.com/photos/72416315@N03/6538084999/
• 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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DETERMINING HOW BUSINESS UNITS PARTICIPATE
http://www.flickr.com/photos/i-marco/2296026782/
• 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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PART 1 IS CREATING YOUR STRATEGIC RESPONSE UNIT
@chuckhemann ON TWITTERhttp://www.flickr.com/photos/inventorchris2/6015253491/sizes/l/in/photostream/
• 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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PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A MATRIX
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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
@chuckhemann ON TWITTERhttp://www.flickr.com/photos/lwr/6208710/
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@chuckhemann ON TWITTER
PUTTING A BOW ON YOUR LISTENING APPROACH
http://www.flickr.com/photos/alychz/333505522/
• 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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QUESTIONS/COMMENTS?
Making Listening Data Work for More
than Just PR and MarketingChuck Hemann | Director, AnalyticsWCG | @chuckhemann ON TWITTER