This document discusses implementing social media listening within organizations. It states that all departments need to be involved, not just marketing. It provides examples of how different departments like PR, market research, marketing, and customer support can utilize social listening. PR can identify potential crises, market research can use it as a focus group, marketing can build brand advocates, and customer support can have real-time communication. It also lists various metrics that can be tracked from social listening and provides a 3 step process of audit, alerts, and monthly reports for successful social media monitoring strategies.

1. The Social Media DNA
Implementing social media listening within your organization
Loic Moisand
CEO
SYNTHESIO

2. It is not (all) about marketing, all departments
need to be involved

3. PR – Crisis management
Identify the beginning of a potential crisis
before it spreads, to minimize brand damage.
Establish a direct dialogue with key journalists,
bloggers, etc. Conduct real-time engagement
activities to communicate directly with
consumers.

4. Market Research – Social Media as a super
focus group
Analyze online conversations, opinions, wants
and needs regarding a brand and/or topic.
Identify a brand’s strengths, weak signals,
opportunities for improvement, and measure
competitor presence / progress.

5. Marketing – Nurture a community of brand
advocates
Build a community of brand advocates.
Identify influential individuals and websites
to improve targeting and amplify your
messages.

6. Customer support– Social CRM initiatives
Establish real-time
communication between
your brand and consumers to
improve service, customer
satisfaction and sales.

7. Start engaging with your customers online

8. Competitors‘ Campaign social Volume of mentions Lead generation Customer satisfaction
benchmarking score
Social vs Number of coupon Response rate
Audience Impact on SEO and mainstream media offers redeemed
website traffic through social Response time
Demographics of registrations by Media value media
communities third-party logins # of cases resolved
Share of voice Sales triggered
Market share of # of and growth Savings compared to
voice rate of fans and Influence level of traditional customer
followers community service channels
Net Promoter Score members reached (reduction in call
Loyalty – Number of volumes)
interactions and
growth rate

9. 3 step process for successful web
monitoring strategies

11. Audit Alerts Monthly
report

13. Thank you
Loic Moisand
Loic@synthesio.com
Paris – London – New-York