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social program maturity ‣ Good
– Basic presences on networks with light engagement; little connection ‣ Great – Monitoring ⇢ engaging ⇢ measuring ⇢ iterating ‣ Future State — A holistic social business
Monitor noun 1. something that
serves to remind or give warning. 2. a device or arrangement for observing, detecting, or recording the operation of a machine or system, especially an automatic control system.
why are you listening? What
are you listening for? ‣ Your Brand — company name, brands, products, campaigns, people, stakeholders, and misspellings — not just your social usernames ‣ Your Competition — listen for all of the above across categories ‣ Your Industry — terms and phrases used to describe your industry
advanced monitoring tools ‣ Pay
$20 per month to $10,000 a month ‣ Tool selection is goal dependent — what are you trying to do? ‣ Advanced tools have advanced features including — more searches, speed, historical data, more metrics such as sentiment and influencer analysis, response tools (engage within the listening post), reporting, and workflow (assignments)
Listening impacts ‣ Sales —
not common but listening can find in-market people searching ‣ Marketing — making sure brand mentions are on-message, etc.; means of monitoring buzz ‣ Customer Service — big need; sometimes support issues don’t even @ mention which is where good tools come in — especially ones tied to CRM ‣ Market Research — monitoring chatter around industry — trends; competitive monitoring as well ‣ HR — monitor employees and attract new talent
final thoughts on monitoring ‣
Key building block in social maturity ‣ Critical element in reputation and crisis management (more soon) ‣ Varying levels of listening happening today — none to basic to advanced ‣ Most still dedicate more budget to ‘talking’ vs. listening but this is changing
NO SHORTAGE OF NUMBERS ENGAGEMENT
DATA Likes Followers Retweets Subscribers Comments Shares Favorites Clicks WEBSITE ANALYTICS Pages Visited What Pages They Came From Time Spent on Site Page-to-Page Path Followed Referring Keywords Referring Websites Geography Time of Day
‣ Branding — web analytics
such as visitors; share of voice ‣ Community Building — subscriptions, participation ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers DEFINE YOUR objective ➤
consider klout as a metric
‣ Creating social conversations and content ‣ Developing an audience that cares and shares ‣ Establishing a following among “influencers”
key take-aways ‣ Monitoring and
measurement are key in social business evolution — key in moving from good to great ‣ Monitoring and measurement are dependent on answering “Why” — what are you listening for? ‣ Measure what matters — think ROI and KPI