SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to run a social medialistening program

KATHLEEN FETTERSFIRST REPUBLIC BANK

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How To Run A Social Media

Listening Program

Kathleen Fetters

Social Media Intelligence

@nazamova

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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.

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How to Run A Social Media Listening Program

Kathleen Fetters How to Run A Social Media Listening Program

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

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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

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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?

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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”!

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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

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How to Run A Social Media Listening Program

What is the secret ingredient?

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How to Run A Social Media Listening Program

The most important ingredient of them all and there are NO Substitutions!

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!!!

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Kathleen Fetters

Social Media Intelligence

@nazamova

Thank You!

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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

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