MULTIPLE Strategic Design 7 QUESTIONS / 7 STEPS BUILDING A SOCIAL LISTENING STRAGETY SKOT WALDRON, MULTIPLE [email protected] MULTIPLEINC.COM TWITTER – @SKOTWALDRON LINKEDIN - SKOT WALDRON
7 Questions & 7 Steps To Building A Social Listening Strategy
Jun 15, 2015
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.
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M U L T I P L EStrategic 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 A G E T Y
S K O T WA L D R O N , MULT IPLE
S KO T.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 MT W I T T E R – @ S KO T WA L D R O NL I N K E D I N - S KO T WA L D R O N
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 EStrategic Design
“ W E N E E D T O 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 EStrategic Design
“ W E N E E D T O B E O N F A C E B O O K , T W I T T E R , L I N K E D I N , Y O U T U B E ,
I N S TA G R A M , P I N T E R E S T, H AV E A B L O G . . .”
T H O U G H T # 2
M U L T I P L EStrategic Design
I F Y O U Y O 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 Y O U T U B E .
( Y E S , I T N E E D S T O B E S A I D .)
S I D E N O T E
M U L T I P L EStrategic Design
“ W E N E E D T O 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 D AT 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 EStrategic Design
“ W E ’ R E O N T W I T T E R , S O L E T ’ S U S E H O O T 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 EStrategic Design
“ W E ’ R E A L S O O N F A C 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 F A C 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 EStrategic Design
“ W E L L , A L O T 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 T O M E A S U R E
E V E R Y 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 EStrategic Design
“ N O W, 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 EStrategic Design
H O L D O N ! ! ! ! !
( I S W H AT W E S AY/ S C R E A M T O T H E M .)
M U L T I P L EStrategic Design
T H E N , W E A S K . . .
N E X T
M U L T I P L EStrategic Design
Q U E S T I O N # 1
W H AT A R E Y O U R S O C I A L M E D I A G O A L S ?
W H AT D O Y O U WA N T T O A C C O M P L I S H B Y 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 EStrategic Design
Q U E S T I O N # 2
W H AT D O Y O U WA N T Y O U R A U D I E N C E T O T H I N K A B O U T Y O U R
B R A N D ? A N D W H AT D O Y O U WA N T T H E M T O D O ?
M U L T I P L EStrategic Design
Q U E S T I O N # 3
W H AT D O E S Y O U R S O C I A L M E D I A
A U D I E N C E L O 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 ?A G 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 EStrategic Design
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 Y O U H AV E
T O U S E O N Y O 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
Q U E S T I O N # 5
H O W M U C H T I M E D O Y O U H AV E T O D E D I C AT E
T O S O C I A L M E D I A M A N A G E M E N T A N D
A N A LY S 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
Q U E S T I O N # 6
H O W M U C H M O N E Y D O Y O 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 L O P M E N T,
M A N A G E M E N T, A N D A N A LY S I S ?
M U L T I P L EStrategic Design
Q U E S T I O N # 7
W H O I S A L R E A D Y O U T T H E R E TA L K I N G
A B O U T Y O U ? P R O M O T I N G Y O U ? T R A S H I N G Y O U ?
M U L T I P L EStrategic Design
L E T ’ S L I S T E N A N D S E E .
M U L T I P L EStrategic Design
S T E P # 1
S E L E C T Y O U R T O O L . Y O U C A N ’ T D O Y O U R J O B
W I T H O U T I T.
M U L T I P L EStrategic Design
S T E P # 2
D E T E R M I N E K E Y W O R D S A N D P H R A S E S .
M U L T I P L EStrategic Design
S T E P # 3
C O L L E C T D ATA B A S E D O N K E Y W O R D S E A R C H E S .
M U L T I P L EStrategic Design
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 U AT E
S E A R C H T E R M S .
M U L T I P L EStrategic Design
S T E P # 5
C O L L E C T M O R E D ATA .
M U L T I P L EStrategic Design
S T E P # 6
E VA L U AT E Q U A 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 L O C AT E D ?W H AT ’ S T H E O V E R A L L S E N T I M E N T ?
M U L T I P L EStrategic Design
S T E P # 7
E VA L U AT E Q U A L I TAT I V E M E T R I C S .
H U M A N A N A LY S 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 O W 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 EStrategic Design
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 EStrategic Design
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 O V 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 PA C E2 . A N A LY S I S O F P O T E N T I A L R E L AT I O N S H I P S
3 . A N A LY S I S O F TA R G E T A U D I E N C E S4 . C O N V E R S AT I O N T O P I C S
5 . G U I D A 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 EStrategic Design
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 . T H E T O O L I S O N LY E F F E C T I V E I F YO U U S E I T,
A N D I F YO U U S E I T C O R R E C T LY.2. QUANTITATIVE/QUALITATIVE ANALYSIS IS A MUST
M U L T I P L EStrategic Design
M U L T I P L EStrategic Design
T H A N K Y O U !
P L E A S E F E E L F R E E T O C O N TA C T U S F O R S O M E Q U I C K F E E D B A C K /
G U I D A N C E , O R T O 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 Y O U .
S K O T WA L D R O N , MULT IPLE
S KO T.WA L D R O N @ M U LT I P L E I N C .C O MM U LT I P L E I N C .C O M
T W I T T E R – @ S KO T WA L D R O N
L I N K E D I N - S KO T WA L D R O N
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