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Social Media: Strategy and Management

Dr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill

May, 2012

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Course Overview

• The Social Media Revolution……• Key issues involved in developing, implementing and

proactively managing an effective social media strategy for building sustained customer and competitive advantage

• A simplified Balanced Scorecard approach will be used to ensure that social media actions and initiatives are fully aligned with and supportive of core business goals and objectives

• A key focus will be the use of agreed KPIs and targets to measure on-going social media performance and business impact

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Learning Outcomes

Subject specific knowledge and skills: •Opportunities and threats presented by the Social Media Revolution•Key issues involved in developing an effective Social Media Strategy•Steps involved in successful strategy implementation and management•Key social media success factors•Balanced Scorecard approach to measuring social media performance and business impact•Organisation, people and resource issues critical to social media success•Practical case examples of social media in action•Importance of becoming a ‘social business’

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Learning Outcomes

Cognitive abilities and non-subject specific skills:•Undertake a social media landscape analysis for your organisation•Set up a Social Media Listening System•Develop an agreed Social Media Strategy for your organisation•Agree the core business objectives, goals and targets to be achieved•Identify the key social media actions and initiatives to be implemented and an ‘Action Plan’ for getting there•Agree the Key Performance Indicators (KPIs), metrics and analytics to be used in measuring social media performance, business impact and ROI•Ensure that all key success factors have been considered•Gained experience in participating in an online mutual support and e-learning community

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Teaching and Learning Methods

The four main teaching and learning methods used in the class will be:

•Lectures and related support material•Open discussion and debate in class•Group work in developing an agreed Social Media Strategy for an organisation of your own choice•Proactive participation in an online learning community set up to support the class

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Questions

If you have any questions, don’t bother asking because I don’t really care if you have any questions, what your opinion is or what you think. If you ask a question I will ignore

you

How many companies treat their customers that way?

How ‘social’ is your organisation?

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A conversationnot a broadcast presentation

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Assignment

• The assessment for this class will be a group assignment involving a class presentation and preparation of a Social Media Strategy Document for an organisation of the group’s own choice (Word limit: 3,000 words)

• Students failing to pass the assignment with a mark of 50% or

more will be required to resubmit

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Agenda

• Understanding the Basics - The Social Media Revolution; Social Media in Action – Examples; Key Things to Remember about Social Media; Social Media Listening System

• ‘Getting There’ – Social Media Planning Pays– Social Media Strategy Development– Implementation– Performance Measurement and Business Impact

• From Social Media to Social Business

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Timetable

• Monday/Tuesday– ‘Lecture’ and class discussion

• Thursday– Group presentations

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Assignment/Group Work

Groups of 4/5 students

Taking an organisation of your own choice, evaluate the progress made in adopting social media. Your evaluation should cover use of social mediaon the organisation’s own web site and the extent of theirinvolvement in external social media sites.

Make strategic recommendations for improvement

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Continue the conversation at

www.energise2-0.com

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www.energise2-0.com

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Let’s start with a few questions?

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Social Media: The State of Play

Where are we in our use of social media?

What progress has been made?

Where are we going?

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What road are we on?

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Our View on Progress Made

Interest and enthusiasm has grown rapidly

Channels are being set up

But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI

A broadcast mentality prevails…….

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Is there something fundamentally wrong with our approach to

Social Media?

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Something Wrong…..

Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?

Is anyone listening anymore?

Have the rules of businesschanged?

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Be Social

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Be ‘Customer Led’

Talking WITH rather than AT your customers is the core foundation of a successful social media strategy

The basis of a good conversation is to listen first

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‘Social Media Planning Pays’

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The Social Media Revolution

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Web 2.0/Social Media

An Overview

»Applications»Features and Characteristics»Implications

Business/Marketing 2.0Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial/ Prof Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter

Characteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Impact – Wikibusiness

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

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Social Media in Plain English

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How important has it become?

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The Social Media Revolution

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Potential Business Benefits of Social Media

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Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

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Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted

apps)

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Social Media in ActionQuick Examples

(General)

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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

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From the web site

• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

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The Customer Experience of the Brand

Tripadvisor

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From Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel

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United Breaks Guitars

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Crowdsourced NPD

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www.skittles.com

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The rules of the game have changed

The 5 key things to rememberabout Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

A conversation not a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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The Connected Consumer

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3. Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell youto ‘flock off’.

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Do You Listen?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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Do You Listen?

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5. The End of Business as Usual

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and network relationships

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New Performance Measures

• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship

• In a social media era, business success depends on the – Quality of your network– Relationship strength– Ability to leverage

The 6Is Approach

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

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Bob Dylan

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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A note on Inbound Marketing

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Inbound Marketing

Spread your content as widely as possible to get found

Pull people to your web site, blog etc

Flood your ‘funnel’ with suspects

Analyse and Convert

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Inbound Marketing

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Inbound Marketing

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What’s wrong with this approach?

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Drowning in an Sea of Noise

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Our Response

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The Customer Manifesto

We are not sales suspects, prospects or leads. We do not want to be converted

We are no longer an ‘audience’We are people. In fact, ‘We Are The People’

We are your customers and we are King! Social media empowers us. We control the Information Age.

Welcome to our world, not yours!

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The Customer Manifesto

Don’t treat us like passive sheep waiting to be driven to your web site or blog

Use social media to deliver exceptional Customer Experiences

That way, we will become brand advocates and ‘spread the word’ for you

Our network will listen more to us than you

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We are the Children of the Revolution

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‘Getting There’

Social Media Strategy Development and Implementation

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Practical Adviceand Next Steps to Avoid the Road to Nowhere

‘Social Media Planning Pays’

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‘Social Media Planning Pays’

Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy

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Social Media Development Cycle

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SM Development Cycle

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Each Step is being covered in detail on our blog at www.energise2-0.com

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Five Key Areas

• External Analysis: Evaluate Your Social Media Landscape• Internal Analysis: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for

‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues

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Social Media Strategy and Action Plans

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Use a Simplified Balanced Scorecard

• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation

• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

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Social Media Balanced Scorecard

• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation

• The steps involved can be captured in a Social Media Strategy Map

• Five key questions to address……

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Social Media Balanced Scorecard

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• Key Actions and Initiatives

• Organisation, Resource and People Issues

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Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions

Organisation People Resource

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Key Questions to Address

• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from

social media? Are these fully aligned with and supportive of your overall business goals and objectives?

• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?

• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?

• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?

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Key Questions to Address

• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What

balance has been agreed between internal and external roles and responsibilities?

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Key Questions to Address

• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

• Performance evaluation and business impact

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Potential Business Benefits of Social Media

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Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

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Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)

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‘Be Customer Led’

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Be Customer Led

• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle?

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www.mashable.com

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Who Are Your Customers?

• Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability

• First step:– Undertake a detailed Customer Mapping and

Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential)

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Strategically position your customers on a Customer Value Matrix based on

Customer AttractivenessProbability of Success

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Customer Value Matrix

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Strategic Implications

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Quality Customer Growth Programme

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Business Benefits of this Approach

• Concentration of effort and resource on `quality’ customers – your ‘Most Valuable’ and ‘Most Growable’ customers

• Improved value delivery to existing high value customers. Build learning relationships with them allowing you to better service their emerging needs and wants through highly customised and personalised products and services

• Maximise customer retention, loyalty and advocacy; ‘Up’ and ‘Cross’ selling opportunities

• Maximise customer profitability and lifetime value

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Business Benefits of this Approach

• Acquiring new `quality’ customers becomes easier because you have got it right for existing customers

• Cost savings and improved marketing/sales efficiency through targeting limited resources on `quality’ customers (actual and potential)

• Building sustained customer and competitive advantage through customer differentiation and brand advocacy

• Erection of loyalty barriers preventing your competitors from stealing your `best’ customers

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The Customer Experience

Use Social Media to enhance the customer experience at all stages of the

Customer Life Cycle

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Customer Lifecycle

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Implementation and Performance Measurement

– Channel Action Plans– Performance Measurement– Organisation, Resource, People

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Channel Action Plans

• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel

• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Blog, Facebook, Linkedin etc

• But not ‘Paralysis by Analysis’

• The Action Plan for each channel should include a clear statement of…..

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Channel Action Plans

• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s

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Guidelines for Effective Social Media Management

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1. Channel Vision and Objectives

• Agree the overall vision for each channel

• Agree the main objectives to be achieved? Ensure that these are closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document from last week)

• Agree the KPIs and targets to be used in measuring on-going channel performance

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KPIs and Targets

The 6Is Approach:• Involvement – numbers/quality• Interaction – level of two-way dialogue• Intimacy – positive/negative sentiments• Influence – word-of-mouth effect

• Insight – actionable market/customer insight• Impact – business impact

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The ‘6Is’ Approach

112

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2. Customers

• Who?: Agree the main customers groups for this channel – link back to your ‘Customer Mapping Exercise’

• Agree objectives for each customer group e.g. build brand awareness; engagement; loyalty; relationships; advocacy

• How will this impact on your Channel Content Strategy? How can you add value? Be ‘customer led’

• Include ‘Key Influencers’

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3. Channel Basics

• Channel/Page Set Up • Profile Information• Design• Basic Layout• Terminology• Features/Functions• Integration

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4. Key Success Factors

The ‘4Cs’ approach:

– Content– Customers– Conversations– Conversion

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Content

• Quality is critical – add value

• Adopt an ‘outside-in’ rather than ‘inside-out’ approach

• Sales messages OK but subtle and in moderation

• Beware of gaffes

• Not just publishing content but also customer service

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Content

• Develop an agreed Content Plan– Frequency– Tone/Theme/Voice– Topics– Content Type e.g. text, infographic, video, podcast etc– Own/Others Content– Sources of Inspiration– Channel Integration/Fit

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Why People Unfollow

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Why People Unfollow

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Customers

• Build the Community– Be strategic – size matters, but ‘who’ is just as

important– Use existing communications channels– Use the community building tools of each channel– Start by following, engaging then be followed– Role of ‘Key Influencers’ is critical– Avoid ‘get follower fast’ schemes

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Conversation

• Social media is ‘marketing as a conversation’ with your network. It is not about one way broadcasting

• Actively encourage interaction e.g. blog posts end with request for comments/feedback; on Twitter use Reply, RTs often; on Facebook/Linkedin – participate in groups/forums

• This has time and resource implications

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Conversion

Agree and measure the main ‘call to actions’ you are aiming for

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5. Organisation, People, Resources

• Build the right organisational ‘culture’ and ‘mindset’ for channel success

• Become a social organisation

• Ensure your channels are managed and resourced properly

• Agree what policies and guidelines are needed

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6. Tools and Applications

• A range of Social Media Management Tools are available. Some are moving into Social CRM (SCRM) territory…– Hootsuite– Tweetdeck (now owned by Twitter)– Seesmic– Sprout Social– Spredfast

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7. Monitor and Measure

• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets

• Performance evaluation should be undertaken at three main levels…

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Performance Measurement

Should be undertaken at three main levels:

•Individual social media channels

•Overall ‘buzz’

•Business Impact

Using the 6Is approach

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Individual Channels

• Individual Channel Performance– the effectiveness/success of each channel benchmarked

against agreed targets for the ‘6Is’ i.e. Involvement, Interaction, Intimacy and Influence

– most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy

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Social Media ‘Buzz’

• Wider Social Media Performance

– monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools

– this will show the impact of your SM activities on others and other channels

– it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on

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Business Impact

• Underlying Business Performance– the performance of each social media channel and the

overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures– in a social media era, they are the main ‘drivers’ of future

business performance– the final level of performance monitoring, therefore, is

linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?

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Performance Measurement Tools

A range of tools are available at each level:

•Individual Channels – e.g. Facebook Insights; Klout; Kred

•Overall ‘Buzz’ e.g. Topsy Analytics; Viralheat, other paid SMM tools

•Business Impact e.g. Google (Social) Analytics; SCRM

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Organization, Resource and People Issues

• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below:

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Organization, Resource and People Issues

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

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Social Media Management Do’s and Dont’s

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Do’s and Don’t’s

• Don’t Be a Showoff– Your posts should add value to the ‘customer’ – it’s not about

‘me,me,me’

• Don’t Use Poor Grammar or Spelling– Don’t try to be too cool

• Don’t Get Too Personal (business users)– Keep the conversations warm but professional; it’s what

business users expect and anything else comes off as creepy

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Do’s and Don’t’s

• Don’t Automate– It’s OK to schedule posts for specific times but don’t

automate everything. Social media is about personal/brand engagement not blatant promotion e.g. don’t automatically DM new twitter followers with a sales message - it’s seen as spam.

• Don’t Leave Air in the Conversation– Respond as quickly as possible – within hours not days.

• Don’t Overpost– Don’t flood your followers’ timelines

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Do’s and Don’t’s

• Do Shout Out to Users Who Mention You– Thank those making favourable comments; be very careful

how you respond to any negative comments• Do Monitor Keywords and Sector Trends

– And respond when appropriate• Do Make an Informative Profile

– It’s the first point of contact so critical. Tell what you will be posting about

• Do Hang Out Where Your Customers Hang Out– Don’t always expect them to come to you

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In Summary……..‘Social Media Planning Pays’

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Thank YouQuestions

www.energise2-0.com

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Social Media Monitoring/Listening

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Get Ready to Listen

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Why Listen?

Social Media is a conversationnot a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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Monitoring the Conversations

• Use Social Media Monitoring Tools to identify where your customers ‘hang-out’ online and to monitor the conversations relevant to your brand – also for measuring the ‘buzz’ about your brand

• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat

• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar

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Social Media Monitoring

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Social Media Listening

Search and Relevance FiltersPlatforms and Channels

Brand

mentions

Collect

Actionable Insights

competitors

New products@replies

“I thought it

was

great…”

Events assigned to the Social GraphCategorisation and Tagging

Process

Mention Volume and ImportanceDemographics and Timing

Sentiment and Emotion

Analyse

#noise

@clogger

Irrelevant

comments

“had a terrible

experience…” staff

RT: check out this video

RT: noise to be ignored

PR: Broadcasting

postsIrrelevant

channels

More noise

comm

ents

Source: Energise2-0

“I’m walking the

dog…”“X-Factor is

Great..”

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5 Key Steps to Effective

Social Media Listening

But first the Business Benefits

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Business Benefits

Listening provides business benefits: – Market Knowledge and Intelligence. Where your customers, partners,

competitors and staff are hanging out online. – Customer Insight and Understanding. What your customers and their

influencers are saying about you or your competitors. – Identify and network with high value, high growth prospects.

Identifying key posts and follow-up actions. – Interaction with Key Influencers. Identify influential sources for

incorporation into a wider strategic response. – Reputation Management. Timely identification of potential reputation

issues. – Improved Sales and Marketing. New prospects, customer and market

opportunities. – Improved Performance Monitoring. Support a 6Is approach.

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1. What

• What conversations do we need to monitor? – Our own brand– Product, industry, sector– Competitors– Customer segments– Geography/Location

• Local• Regional• National• International

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2. Where

• Where are the relevant conversations taking place?

• What tools are available to help?

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Tools are available to help

• No or low cost tools such as…– Google Alerts, Yahoo Pipes, Social Mention, Topsy,

IceRocket, Blogscope, Blogpulse and ViralHeat

• More expensive and sophisticated tools such as…– Salesforce Radian6, Alterian SM2, Sysomos Heartbeat and

Meltwater Buzz

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Tools are available to help

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Tools are available to help

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3. Set Up your Listening System

• Set up a customised Social Media Listening System to deliver:– the right information – to the right people – at the right time – in the right format

• But remember…– Think strategically

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4. Ask - So What?

• Information is not knowledge• What are the results telling us?• Analyse and develop ‘Actionable Insights’ • Is this…

– Something I should share with others?– A reputation issue?– A sales opportunity?– A new network contact or potential influencer?– An indication of where we should develop?– A bell-weather on how we are doing?– An indication of what our customers are feeling?

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5. Consider your Response

• And finally…• Think seriously about how you will respond?• Are you fully equipped? Skills, Knowledge, Strategy, Plan