build a better listening organization
Post on 18-Oct-2014
3.595 views
DESCRIPTION
A presentation on the fundamentals of a strong social media monitoring and listening program, complete with some suggested metrics as well as a needs assessment at the end. Originally presented at Monitoring Social Media in October 2010.TRANSCRIPT
@ambercadabra | Amber Naslund
[ build a better listening organization ]
[ answering the new telephone ]
[ why are you listening? ]
[ listening layers ]
[ listening intersections ]
[ designing engagement ]
[ measure and track ]
key metrics:
media reach/mix
engagement percentage
response time (i)
response percentage (i)
content contribution (i)
content shares
volume of mentions
topic/content trends
competitive landscape
sentiment trends (30 day)
share of conversation
customer satisfaction
lead volume
[ learning ]
[ questions? ]
@ambercadabra | [email protected]
http://bit.ly/r6msm2010
http://www.slideshare.net/ambernaslund
What are our expectations for what listening/monitoring can help us learn or do?
What limitations of monitoring do we recognize?
Are we listening only for our brand, or beyond?
What specific keywords and phrases do we care about?
Are we going to do competitive monitoring? Industry?
What areas of the business can benefit most from social web intelligence?
Do we have finite or specific initiatives and campaigns that we need to track independently?
[ setting the stage]
What specific problems, issues, or insights are you hoping to address through your listening program?
By when? Or, how far apart are your touchpoints for benchmarking?
Where are we starting from in these areas, and what do we already know?
What constitutes success? Failure?
What metrics will help us illustrate progress or lack of toward that success definition?
How do these insights and measurements relate to other areas of the business, like sales, marketing, customer service, product development?
[ planning]
Who is doing the monitoring on the front lines?
What kind of training and education will they need? Information access? What tools will we use?
Is this a dedicated role or roles, or integrated into existing positions?
If it’s integrated, who will be responsible for monitoring what?
How many hours will you dedicate to listening per week? Per month?
What investment of time and resources or other indicators will tell you that you need to adjust?
[ resources ]
Who needs to know what you’re finding through your monitoring? In what level of detail?
How will you document your procedures and workflow?
How will you deliver the insights to appropriate team members, and in what format? How often?
What are you expecting people to DO with the information you give them?
How will you know if they’re doing it? What’s your follow up plan?
What feedback and refinement mechanisms will you provide?
[ mapping information ]
Who will review the results of your listening?
Will that same person or people be responsible for drawing conclusions, delivering insights, and making actionable recommendations?
What information will you report? When should the first report happen after starting your listening efforts?
To whom?
How often?
How will you deliver those recommendations to appropriate teams and people?
[ evaluation ]