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SOCIALMEDIA.ORG/SUMMITORLANDO
How to run a social medialistening program
KEITH MCARTHURROGERS COMMUNICATIONS
DECEMBER 9–11, 2013
How to Run a Social Listening Program:
From listening to intelligence in five easy steps
Kei th McAr thur VP , Soc ia l Media Rogers December 10, 2013
@keithmcarthur
@keithmcarthur #brandsonly
@keithmcarthur #brandsonly
From listening to intelligence in five easy steps
1. Know why you’re listening 2. Op=mize tools and talent 3. Don’t use good data for evil 4. Don’t just listen: Hear 5. Go big (data) or go home!
@keithmcarthur #brandsonly
1) Know why you’re listening
• All good conversa=ons start with listening – Know what to say and
what not to say – Know when to talk
@keithmcarthur #brandsonly
• World’s biggest focus group – Intelligence on your
customers / products / services
– Compe==ve intelligence
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Propor7on of Conversa7on Topics
NOT VILLAS OR CHRISTMAS VILLAS CHRISTMAS
@keithmcarthur #brandsonly
2) Optimize tools and talent
• People – Internal or external? – Listening command centre vs. decentralized
@keithmcarthur #brandsonly
• Tool – Free vs. paid – Stand-‐alone or interact with other tools?
– Support mul=ple languages?
– Alerts? – Boolean vs. Natural Language Processing
Pro-‐%p: Make sure tool is transparent and data is raw
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Outage Tweet Sen7ment – Rolling 5 minute totals – Star7ng 18:00:00 Oct 9, 2013
Sum of Posi=ve (5min roll)
Sum of Neutral (5min roll)
Sum of Mixed (5min roll)
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Outage Tweet Sen7ment Propor7on -‐ 5 Minute Rolling Totals –Star7ng 18:00:00 Oct 9, 2013
Sum of Posi=ve (5min roll)
Sum of Neutral (5min roll)
Sum of Mixed (5min roll)
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@keithmcarthur #brandsonly
3. Don’t use good data for evil
• There is no such thing as bad data
• Data is conclusion-‐agnos=c
• The numbers aren’t out to get us
@keithmcarthur #brandsonly
Bad data is an excuse by bad data scien=sts, caused by:
@keithmcarthur #brandsonly
• Bad Ques=on • Bad Methodology • Bad Conclusion
4. Don’t just listen: Hear
If a tree tweets in a forest, does anybody hear? @keithmcarthur #brandsonly
@keithmcarthur #brandsonly
@keithmcarthur #brandsonly
5: Go big (data) or go home!
@keithmcarthur #brandsonly
• Reserva=on trends • Comment cards • Feedback at contact
centres & check-‐in • Customer RM
profiles • Professional
reviews SM+CRM • Match tweets with
reserva=ons • Incen=vise to hand
over social profiles
@keithmcarthur #brandsonly
Thank You!
@keithmcarthur
1. Know why you’re listening
2. Optimize tools and talent
3. Don’t use good data for evil
4. Don’t just listen: Hear
5. Go big (data) or go home!
SOCIALMEDIA.ORG/SUMMITORLANDO
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DECEMBER 9–11, 2013
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