chuck hemann

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WCG Staff Meeting December 13, 2011 Contents are proprietary and confidential. 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 Marketing Chuck Hemann | Director, Analytics WCG | @chuckhemann ON TWITTER

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Page 1: Chuck Hemann

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

Page 2: Chuck Hemann

• Blah blah blah

http://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/

WARNING: I AM A MATH GEEK

@chuckhemann ON TWITTER

Page 3: Chuck Hemann

@chuckhemann ON TWITTER

LISTENING DATA IS AT THE FOUNDATION OF EVERYTHING

Page 4: Chuck Hemann

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

http://www.flickr.com/photos/lindsaystonebriggs/4642248445/ @chuckhemann ON TWITTER

Page 5: Chuck Hemann

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

Page 6: Chuck Hemann

THE WAY MOST ORGANIZATIONS USE LISTENING DATA

@chuckhemann ON TWITTER

Page 7: Chuck Hemann

THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING DATA

@chuckhemann ON TWITTER

Page 8: Chuck Hemann

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

http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/

@chuckhemann ON TWITTER

Page 9: Chuck Hemann

WHERE DO WE START?

http://www.flickr.com/photos/94379417@N00/4808475862/ @chuckhemann ON TWITTER

Page 10: Chuck Hemann

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

Page 11: Chuck Hemann

@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?

http://www.flickr.com/photos/40491122@N03/3738306829/

Page 12: Chuck Hemann

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

Page 13: Chuck Hemann

@chuckhemann ON TWITTER

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

Page 14: Chuck Hemann

@chuckhemann ON TWITTER

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

Page 15: Chuck Hemann

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

Page 16: Chuck Hemann

PART 2 OF RESPONDING TO COMMENTS IS DEVELOPING A MATRIX

@chuckhemann ON TWITTER

Page 17: Chuck Hemann

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/

Page 18: Chuck Hemann

@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

Page 19: Chuck Hemann

QUESTIONS/COMMENTS?

Making Listening Data Work for More

than Just PR and MarketingChuck Hemann | Director, AnalyticsWCG | @chuckhemann ON TWITTER