When it comes to brands on social media, one of the most common mistakes made is not listening to their social following. Many brands choose to promote content and chat via these channels, without having a strong understanding of what their audience’s preferences and interests actually are. In short, social listening is a way brands can monitor conversations being held on social channels, in order to identify opportunities to develop, promote, and participate in the discussions through engagement. To enable this form of customer engagement, brands must be able to identify specific keywords and phrases relevant to their business. For example, with Pepsi, keywords would consist of “soda, fizzy drink, soft drink etc. Likewise, if you were a service offering company, you may want to monitor conversations surrounding the area your service is in; consequently allowing you to provide your expert input and reach out to the individuals in need of help or advice. In order to develop a social media listening program, this workshop will utilize Hootsuite and show you how to: Set up your account Create your listening streams Familiarize yourself with analytics Communicate monitoring goals through conversations Monitor while on the go Keep your accounts secure

2. HOOTSUITE:
MAINTAINING
MULTIPLE
SOCIAL MEDIA
ACCOUNTS
BRIAN HUONKER

3. WHERE YOU CONTACT ME
 Linkedin.com/in/bkhuonker/
 Facebook.com/Designs.By.Brian
 Twitter.com/bkhuonker
 brian@huonks.com

4. HERE’S WHAT THE SESSION WILL COVER
 Set up your account
 Create your listening streams
 Scheduling post
 Familiarize yourself with analytics
 Communicate monitoring goals through conversations
 Monitor while on the go

5. SET UP
YOUR
ACCOUNT

6. SET UP YOUR ACCOUNT

7. SET UP YOUR ACCOUNT

8. SET UP YOUR ACCOUNT

9.  Let’s tr y.
SET UP YOUR ACCOUNT

10. CREATE
YOUR
LISTENING
STREAMS

11. CREATE YOUR LISTENING STREAMS
 Why perform Social Listening?
 Brand Management
 Millennials like to engage with brands
 Customer Service
 96% of unhappy customers don’t complain, however 91% of those will
simply leave and never come back
 A dissatisfied customer will tell between 9-15 people about their
experience. Around 13% of dissatisfied customers tell more than 20
people.
 70% of buying experiences are based on how the customer feels they
are being treated
 55% of customers would pay extra to guarantee a better service
 80% of customers prefer to speak with a representative at the weekends

12. CREATE YOUR LISTENING STREAMS
 Why perform Social Listening?
 Happy customers who get their issues resolved tell an average of
four to six people about their positive experiences
 Word of mouth testimonials broadcasted across social media
channels

13. CREATE YOUR LISTENING STREAMS
 Identify specific terms to listen for.
 Test searches
 Refine the terms as needed
 Find out what consumers are using to discover your site
 What terms do consumers use to reference you
 Industry specific words (and acronyms)

14. CREATE YOUR LISTENING STREAMS
 Create a new Stream for each Term or Phrase.
 Specific Tab set up for Conversations (up to ten streams per tab)
 Each stream can be a specific term or phrase, and can be set up to
search Twitter or Google+ (you can search Facebook and LinkedIn
as well, but only conversations from your existing connections,
whereas the other platforms will search all Public posts)
 You can use the Quick Search in the upper right
 Check your Conversations tab at least once a day to see what
status updates have been posted that match those search terms,
and respond if appropriate.
 With Teams, you can send notes to others two review.

15. CREATE YOUR LISTENING STREAMS
 Twitter search features
 twitter search—containing both "twitter" and "search”
 "owls rock"—containing the exact phrase "owls rock”
 “ninjas OR pirates”—containing either "ninjas" or "pirates" (or both)
 “super –man”—containing "super" but not "man”
 “#followfriday”—containing the hashtag "followfriday”
 “from:HootSuite”—sent from person "hootsuite”
 “to:invoke”—sent to person "invoke”
 “@memelabs”—referencing person "memelabs”
 “colbert since:2008-07-27”—containing "colbert" sent since 2008-07-27
 “w00t until:2008-07-27”—containing "w00t" sent up to "2008-07-27
 “unicorns :)”—containing "unicorns" with a positive attitude
 “fail :(“—containing "fail" and with a negative attitude
 “bacon ?”—containing "bacon" and asking a question
 “rainbows filter:links”—containing "rainbows" and linking to URLs

16. CREATE YOUR LISTENING STREAMS
 Influencer Listening. Who are the experts and ride their
coattails.
 Follow them and gain insight into your own business and industry
as a result of reading what they say and share.
 Create opportunities for you to share and retweet these key
thoughts and links to your own followers, creating value.
 By sharing and retweeting, and actively participating in the online
conversations happening around these updates and individuals,
you begin to link yourself with those individuals.
 The more you engage with and show an interest in these
influencers, the more interest they will show in you. But it has to be
genuine. Retweeting me 25 times a day is not going to get me
to show interest in you and your business.

17. CREATE YOUR LISTENING STREAMS
 Curate and Share Content
 A good rule of thumb for businesses who want to present a well -
rounded and effective social media presence is to maintain an
80/20 ratio for posted content.
 80% of your social media posts should be from or about other people
 20% should be from or about you.
 If all you’re doing is talking about yourself, fewer people will be
interested.
 Streams within one or more Tabs and connect the news feeds from
your social networks.
 Syndicator allows you to set up one or more RSS feeds from
whatever websites and sources you’re interested in.

18. CREATE YOUR LISTENING STREAMS
 Competition Monitoring. In the same fashion, keep informed of your
competition.
 Their consumers attitudes
 Their new products
 Their new services
 Etc…

19. CREATE YOUR LISTENING STREAMS
 Go.

20. PUBLISHER

21. PUBLISHER
 Schedule post in advance
 AutoScheduler. Uses algorithms to determine the best time to post,
per network, and schedules your post to take advantage of that
timeframe
 Have them reviewed by other team members
 Viewed as a calendar
 View past post
 Sc h e du le in b u lk ( th o ugh I d o n ’t a d vis e it)

22.  Example.

23. FAMILIARIZE
YOURSELF
WITH
ANALY TICS

24. FAMILIARIZE YOURSELF WITH ANALYTICS
 In order to get the most out of social media for your
business
 keep track of how your brand is performing across your social
channels
 how social media is contributing to your ROI.
 Track your social media engagement and performance
 It’s a ll a b o u t th e p o in ts

25. FAMILIARIZE YOURSELF WITH ANALYTICS
 Within the Analytics tab of your
Hootsuite launch menu,
 Choose the report template that
you would like to use.
 To build your report from scratch,
click Build Custom Report under
the Customize field within the
left-aligned menu. Next, select
Custom Report in the pop-up
window.

26. FAMILIARIZE YOURSELF WITH ANALYTICS
 Let’s s ay you’ve c hosen
to create a custom report,
which costs 0 points.
 With your remaining 50
points, choose which
modules you would like to
include in your report.
 Modules are found under
Analytic Modules and are
sorted by social network or
functionality.

27. FAMILIARIZE YOURSELF WITH ANALYTICS
 Each module requires a different amount of points. In order
to view how many points each module requires, hover over
th e + n e xt to th e mo d ule ’s n ame.

28. FAMILIARIZE YOURSELF WITH ANALYTICS
 Keep track of how
many points you
have used for a
report in the
Report Builder
bar at the top of
your dashboard.

29. FAMILIARIZE YOURSELF WITH ANALYTICS
 Let’s r un
through it

30. TEAM
ASSIGNMENTS

31.  Why Use Assignments
 Helps to ensure no Twitter or Facebook message slips through the
cracks—even in the busiest of work environments.
 Lets users assign Twitter updates directly from Twitter.com or
Facebook wall posts directly from Facebook.com to any team
member, plus include notes for information on following up.
 Sends assignees email notifications whenever a new message is
delegated, and view assigned messages within a drop down
assignment view in the browser.
 Allows you to monitor the progress of assigned tasks—including
auditing responses for quality assurance. Upon task completion,
the assignee marks the message as resolved, allowing the assignor
to monitor progress the whole way through.

32.  When To Use Assignments
 PR – Not all PR opportunities happen during work hours or while
using the dashboard. If a Team Member spots something that
requires attention, they can quickly assign the message to the right
Team Member in order to mitigate the situation.
 Customer Support – Did you spot a customer question or complaint
while browsing twitter or facebook? Quickly assign it to you support
team to ensure the quickest response and increase your customer
satisfaction.
 Amplify – Take advantage of tweets with a positive sentiment
towards your organization by assigning those tweets to be
amplified.

34.  Let’s tr y
(wa it, it’s
more fun
with more
people)

35. MONITOR
WHILE ON
THE GO

36.  Set up and save Twitter searches and streams similar to the
Desktop dashboard.
 Add a new stream and set up to search

37. QUESTIONS