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.

1. M U L T I P L E
Strategic 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 AG E T Y
S KOT WA L D R O N , M U LT I P L E
S KOT.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 M
T W I T T E R – @ S KOT WA L D R O N
L I N K E D I N - S KOT WA L D R O N

2. 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 E
Strategic Design

3. “ W E N E E D TO 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 E
Strategic Design

4. “ W E N E E D TO B E O N
FAC E B O O K , T W I T T E R ,
L I N K E D I N , YO U T U B E ,
I N S TAG R A M , P I N T E R E S T,
H AV E A B LO G . . .”
T H O U G H T
# 2
M U L T I P L E
Strategic Design

5. I F YO U YO 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 YO U T U B E .
( Y E S , I T N E E D S TO B E S A I D.)
S I D E N OT E
M U L T I P L E
Strategic Design

6. “ W E N E E D TO 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 DAT 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 E
Strategic Design

7. “ W E ’ R E O N T W I T T E R , S O
L E T ’ S U S E H O OT 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 E
Strategic Design

8. “ W E ’ R E A L S O O N
FAC 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
FAC 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 E
Strategic Design

9. “ W E L L , A LOT 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 TO M E A S U R E
E V E RY 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 E
Strategic Design

10. “ N OW, 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 E
Strategic Design

11. H O L D
O N ! ! ! ! !
( I S W H AT W E S AY/ S C R E A M TO T H E M .)
M U L T I P L E
Strategic Design

12. T H E N , W E A S K . . .
N E X T
M U L T I P L E
Strategic Design

13. Q U E S T I O N
# 1
W H AT A R E YO U R
S O C I A L M E D I A G OA L S ?
W H AT D O YO U WA N T TO AC C O M P L I S H
BY 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 E
Strategic Design

14. Q U E S T I O N
# 2
W H AT D O YO U WA N T
YO U R AU D I E N C E TO
T H I N K A B O U T YO U R
B R A N D ? A N D W H AT D O
YO U WA N T T H E M TO D O ?
M U L T I P L E
Strategic Design

15. Q U E S T I O N
# 3
W H AT D O E S YO U R
S O C I A L M E D I A
AU D I E N C E LO 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 ?
AG 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 E
Strategic Design

16. 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 YO U H AV E
TO U S E O N YO 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

17. Q U E S T I O N
# 5
H OW M U C H T I M E D O
YO U H AV E TO D E D I C AT E
TO S O C I A L M E D I A
M A N AG E M E N T A N D
A N A LYS 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

18. Q U E S T I O N
# 6
H OW M U C H M O N E Y
D O YO 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 LO P M E N T,
M A N AG E M E N T, A N D
A N A LYS I S ?
M U L T I P L E
Strategic Design

19. Q U E S T I O N
# 7
W H O I S A L R E A DY
O U T T H E R E TA L K I N G
A B O U T YO U ? P R O M OT I N G
YO U ? T R A S H I N G YO U ?
M U L T I P L E
Strategic Design

20. L E T ’ S L I S T E N A N D S E E .
M U L T I P L E
Strategic Design

21. S T E P
# 1
S E L E C T YO U R TO O L .
YO U C A N ’ T D O YO U R J O B
W I T H O U T I T.
M U L T I P L E
Strategic Design

22. S T E P
# 2
D E T E R M I N E K E Y WO R D S
A N D P H R A S E S .
M U L T I P L E
Strategic Design

23. S T E P
# 3
C O L L E C T DATA B A S E D O N
K E Y WO R D S E A R C H E S .
M U L T I P L E
Strategic Design

24. 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 UAT E
S E A R C H T E R M S .
M U L T I P L E
Strategic Design

25. S T E P
# 5
C O L L E C T M O R E DATA .
M U L T I P L E
Strategic Design

26. S T E P
# 6
E VA L UAT E
Q UA 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 LO C AT E D ?
W H AT ’ S T H E OV E R A L L S E N T I M E N T ?
M U L T I P L E
Strategic Design

27. S T E P
# 7
E VA L UAT E
Q UA L I TAT I V E M E T R I C S .
H U M A N A N A LYS 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 OW 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 E
Strategic Design

28. 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 E
Strategic Design

29. 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 OV 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 PAC E
2 . A N A LYS I S O F P OT E N T I A L R E L AT I O N S H I P S
3 . A N A LYS I S O F TA R G E T AU D I E N C E S
4 . C O N V E R S AT I O N TO P I C S
5 . G U I DA 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 E
Strategic Design

30. 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. THE TOOL IS ONLY EFFECTIVE IF YOU USE IT,
AND IF YOU USE IT CORRECTLY.
2. QUANTITATIVE/QUALITATIVE ANALYSIS IS A MUST
M U L T I P L E
Strategic Design

31. M U L T I P L E
Strategic Design
T H A N K YO U !
P L E A S E F E E L F R E E TO C O N TAC T
U S F O R S O M E Q U I C K F E E D B AC K /
G U I DA N C E , O R TO 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 YO U.
S KOT WA L D R O N , M U LT I P L E
S KOT.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 M
T W I T T E R – @ S KOT WA L D R O N
L I N K E D I N - S KOT WA L D R O N