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How to run a social media listening program — Live from the Brands-Only Summit

Coverage of this session by Travis Kenney of Connect with him by following him on Twitter.

10:15 —’s Erin McDaniel introduces Rogers Communications’ VP of Social Media, Keith McArthur.

10:16 — Keith starts by asking, “Why is listening important?” To make sure we’re actually hearing what people are saying. He says to read The Cluetrain Manifesto by Christopher Locke.

10:18 — Keith: In order to have a good conversation, you need to be listening.

10:20 — Keith says you can go from listening to intelligence in 5 easy steps:  

  • know why you’re listening
  • optimize tools and talent
  • don’t use good data for evil
  • don’t just listen, hear!
  • Go big (data) or go home

10:22 — Keith: Know why you’re listening: All good conversations start with listening. Know what to say, what not to say, and know when to talk. This is the world’s biggest focus group.

10:24 — Optimize tools and talent: Ask, internal or external? Listening command center vs. decentralized? For tools: free vs. paid, stand-alone or interact with other tools, support multiple languages, alerts? Ask if you need boolean vs. natural language processing. Here’s a confusing tweet for bots to decipher, for example: ”So sad to be leaving the Grand Floridan :-(

Keith gives a pro-tip: Make sure the tool is transparent and the data is raw.

10:27 — Keith: Don’t use good data for evil. There is no such thing as bad data. Bad data is an excuse by bad data scientists, caused by bad questions, bad methodologies, and a bad conclusion.

10:30 — Keith: Don’t just listen, hear. If a tree tweets in a forest, does anybody hear it? Create a weekly report that summarizes the brand and what the competition is doing. Don’t just be a CMO that scribbles on a report and sends out to his team to take action.

10:32 — Go big (data) or go home! Using the Grand Floridian as an example, look for: Reservation trends, comment cards, feedback.  Social media + CRM: Match tweets with reservations. Incentivize customers to hand over social profiles.

Q & A:

Q: Who’s responsible for training employees on the tool and how to listen?

A: Keith: We’re set up as a center of excellence. A vendor came in did training, but it wasn’t enough, so we’re taking that on.

Q: How far along are you on proving the importance of social media data to executives?

A: Keith: We’re still doing trials and testing.

Q: Are you outsourcing weekly reports?

A: Keith: It’s one of the first things I did when I came to Rogers. We are using a vendor now, but we’re bringing it in house. We can hire three people and still save money instead of outsourcing.

Q: Who are the vendors you’re using that you’re seeing success with?

A: Keith: We’re a complex company and we were looking for a tool to use across brands — one good for publishing, listening, and engagement for community managers. We chose Attensity, but we’re still using Radian6.

Q: Who are you hiring? Data people? Social people?

A: Keith: We recently hired a data scientist. He’s a purist and won’t let us use bad data. He can take data and turn it into stories. We’re looking to hire three people to support him.

December 10, 2013 0 comments

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