7 Questions & 7 Steps To Building A Social Listening Strategy

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    15-Jun-2015
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The tendency is to be on every social media platform all the time and to say as much as possible about how cool we are as companies. But,there are some critical questions that need to be asked before jumping in. This presentation outlines those critical questions/steps to setting up a social listening strategy.

Transcript of 7 Questions & 7 Steps To Building A Social Listening Strategy

  • 1. M U L T I P L E Strategic Design 7 Q U E S T I O N S / 7 S T E P S B U I L D I N G A S O C I A L L I S T E N I N G S T R AG E T Y S KOT WA L D R O N , M U LT I P L E S KOT.WA L D R O N @ M U LT I P L E I N C .C O M M U LT I P L E I N C .C O M T W I T T E R @ S KOT WA L D R O N L I N K E D I N - S KOT WA L D R O N

2. A V E R Y T Y P I C A L T H O U G H T P R O C E S S . I N T R O M U L T I P L E Strategic Design 3. W E N E E D TO B E O N S O C I A L M E D I A ! T H O U G H T # 1 M U L T I P L E Strategic Design 4. W E N E E D TO B E O N FAC E B O O K , T W I T T E R , L I N K E D I N , YO U T U B E , I N S TAG R A M , P I N T E R E S T, H AV E A B LO G . . . T H O U G H T # 2 M U L T I P L E Strategic Design 5. I F YO U YO U D O N T H AV E A N Y V I D E O C O N T E N T, D O N T G E T O N YO U T U B E . ( Y E S , I T N E E D S TO B E S A I D.) S I D E N OT E M U L T I P L E Strategic Design 6. W E N E E D TO P O S T O U R L AT E S T P R O D U C T S , O U R S E R V I C E S , O U R N E W S , O U R W E B S I T E U P DAT E S , O U R N E W H I R E S , A N D O U R AWA R D S . T H O U G H T # 3 M U L T I P L E Strategic Design 7. W E R E O N T W I T T E R , S O L E T S U S E H O OT S U I T E F O R O U R T W I T T E R A N A LY T I C S P L AT F O R M . T H O U G H T # 4 M U L T I P L E Strategic Design 8. W E R E A L S O O N FAC E B O O K , S O I N A D D I T I O N , W E C A N U S E FAC E B O O K I N S I G H T S . T H O U G H T # 4 A M U L T I P L E Strategic Design 9. W E L L , A LOT O F P E O P L E A R E U S I N G R A D I A N 6 , S O W E L L U S E T H AT TO M E A S U R E E V E RY T H I N G E L S E . T H O U G H T # 4 B M U L T I P L E Strategic Design 10. N OW, L E T S S TA R T P O S T I N G A N D S E E W H AT H A P P E N S . T H O U G H T # 5 M U L T I P L E Strategic Design 11. H O L D O N ! ! ! ! ! ( I S W H AT W E S AY/ S C R E A M TO T H E M .) M U L T I P L E Strategic Design 12. T H E N , W E A S K . . . N E X T M U L T I P L E Strategic Design 13. Q U E S T I O N # 1 W H AT A R E YO U R S O C I A L M E D I A G OA L S ? W H AT D O YO U WA N T TO AC C O M P L I S H BY B E I N G O N S O C I A L M E D I A ? M U L T I P L E Strategic Design 14. Q U E S T I O N # 2 W H AT D O YO U WA N T YO U R AU D I E N C E TO T H I N K A B O U T YO U R B R A N D ? A N D W H AT D O YO U WA N T T H E M TO D O ? M U L T I P L E Strategic Design 15. Q U E S T I O N # 3 W H AT D O E S YO U R S O C I A L M E D I A AU D I E N C E LO O K L I K E ? W H I C H P L AT F O R M S A R E T H E Y U S I N G ? W H AT A R E T H E Y TA L K I N G A B O U T ? W H E R E A R E T H E Y G E O G R A P H I C A L LY ? AG E ? G E N D E R ? S O C I O E C O N O M I C S TAT U S ? M U L T I P L E Strategic Design 16. Q U E S T I O N # 4 W H AT K I N D O F C O N T E N T D O YO U H AV E TO U S E O N YO U R S O C I A L M E D I A P L AT F O R M S ? V I D E O S ? A R T I C L E S ? P D F D O C U M E N T S ? M U L T I P L E Strategic Design 17. Q U E S T I O N # 5 H OW M U C H T I M E D O YO U H AV E TO D E D I C AT E TO S O C I A L M E D I A M A N AG E M E N T A N D A N A LYS I S ? 3 H O U R S A W E E K ? F U L L T I M E P E R S O N ? M U L T I P L E Strategic Design 18. Q U E S T I O N # 6 H OW M U C H M O N E Y D O YO U H AV E S E T A S I D E F O R S O C I A L M E D I A C O N T E N T D E V E LO P M E N T, M A N AG E M E N T, A N D A N A LYS I S ? M U L T I P L E Strategic Design 19. Q U E S T I O N # 7 W H O I S A L R E A DY O U T T H E R E TA L K I N G A B O U T YO U ? P R O M OT I N G YO U ? T R A S H I N G YO U ? M U L T I P L E Strategic Design 20. L E T S L I S T E N A N D S E E . M U L T I P L E Strategic Design 21. S T E P # 1 S E L E C T YO U R TO O L . YO U C A N T D O YO U R J O B W I T H O U T I T. M U L T I P L E Strategic Design 22. S T E P # 2 D E T E R M I N E K E Y WO R D S A N D P H R A S E S . M U L T I P L E Strategic Design 23. S T E P # 3 C O L L E C T DATA B A S E D O N K E Y WO R D S E A R C H E S . M U L T I P L E Strategic Design 24. S T E P # 4 A N A LY Z E S E A R C H R E S U LT S A N D R E E VA L UAT E S E A R C H T E R M S . M U L T I P L E Strategic Design 25. S T E P # 5 C O L L E C T M O R E DATA . M U L T I P L E Strategic Design 26. S T E P # 6 E VA L UAT E Q UA N T I TAT I V E M E T R I C S . W H E R E A R E P E O P L E TA L K I N G ? W H O I S TA L K I N G ? W H E R E A R E T H E Y LO C AT E D ? W H AT S T H E OV E R A L L S E N T I M E N T ? M U L T I P L E Strategic Design 27. S T E P # 7 E VA L UAT E Q UA L I TAT I V E M E T R I C S . H U M A N A N A LYS I S : W H AT A R E P E O P L E TA L K I N G A B O U T ? H OW C A N W E A D D VA L U E ? W H O S H O U L D W E PA R T N E R W I T H ? A R E T H E R E S U LT S R E L E VA N T ? I S T H E S E N T I M E N T C O R R E C T ? M U L T I P L E Strategic Design 28. R E S U LT B O O M ! A S O C I A L L I S T E N I N G S T R AT E G Y I S B O R N . M U L T I P L E Strategic Design 29. TA K E -AWAY S R E M E M B E R T H I S L I S T E N I N G P R OV I D E S : 1 . U N D E R S TA N D I N G O F S O C I A L M E D I A S PAC E 2 . A N A LYS I S O F P OT E N T I A L R E L AT I O N S H I P S 3 . A N A LYS I S O F TA R G E T AU D I E N C E S 4 . C O N V E R S AT I O N TO P I C S 5 . G U I DA N C E F O R T H E E N T I R E S T R AT E G Y M U L T I P L E Strategic Design 30. TA K E -AWAY S R E M E M B E R T H I S 2 M O R E T H I N G S : 1. THE TOOL IS ONLY EFFECTIVE IF YOU USE IT, AND IF YOU USE IT CORRECTLY. 2. QUANTITATIVE/QUALITATIVE ANALYSIS IS A MUST M U L T I P L E Strategic Design 31. M U L T I P L E Strategic Design T H A N K YO U ! P L E A S E F E E L F R E E TO C O N TAC T U S F O R S O M E Q U I C K F E E D B AC K / G U I DA N C E , O R TO I N Q U I R E A B O U T A S O C I A L M E D I A S T R AT E G Y F O R YO U. S KOT WA L D R O N , M U LT I P L E S KOT.WA L D R O N @ M U LT I P L E I N C .C O M M U LT I P L E I N C .C O M T W I T T E R @ S KOT WA L D R O N L I N K E D I N - S KOT WA L D R O N