Upload
socialmediaorg
View
786
Download
3
Embed Size (px)
Citation preview
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How to run a social medialistening program
KATHLEEN FETTERSFIRST REPUBLIC BANK
2 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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.
*Image sources see index
3 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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
*Image sources see index
4 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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
*Images sources see index
5 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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?
*Images sources see index
6 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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”!
*Images sources see index
7 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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
*Images sources see index
8 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
How to Run A Social Media Listening Program
What is the secret ingredient?
*Image sources see index
9 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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!!!
*Image sources see index
11 FIRST REPUBLIC BANK / It’s a privilege to serve you® HIGHLY CONFIDENTIAL AND PROPRIETARY
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