In his presentation, Rogers Communications' VP of Social Media, Keith McArthur, teaches a class on how to develop and maintain an enterprise social media listening program. He talks about how to listen, monitor, and track social media conversations and apply those insights to your social media strategy.

1. How to run a social media
listening program
KEITH MCARTHUR
ROGERS COMMUNICATIONS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT

2.
How to Run a Social Listening Program:
From listening to intelligence in five easy steps
Keith McArthur
VP, Social Media
Rogers
December
10,
2013
@keithmcarthur

3. @keithmcarthur
#brandsonly

4. @keithmcarthur
#brandsonly

5. From listening to intelligence in five easy steps
1. Know
why
you’re
listening
2. Op=mize
tools
and
talent
3. Don’t
use
good
data
for
evil
4. Don’t
just
listen:
Hear
5. Go
big
(data)
or
go
home!
@keithmcarthur
#brandsonly

6. 1) Know why you’re listening
• All
good
conversa=ons
start
with
listening
– Know
what
to
say
and
what
not
to
say
– Know
when
to
talk
• World’s
biggest
focus
group
– Intelligence
on
your
customers
/
products
/
services
– Compe==ve
intelligence
@keithmcarthur
#brandsonly

7. Propor7on
of
Conversa7on
Topics
NOT
VILLAS
OR
CHRISTMAS
VILLAS
CHRISTMAS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
@keithmcarthur
#brandsonly

8. 2) Optimize tools and talent
• Tool
• People
– Free
vs.
paid
– Stand-­‐alone
or
interact
with
other
tools?
– Support
mul=ple
languages?
– Alerts?
– Boolean
vs.
Natural
Language
Processing
– Internal
or
external?
– Listening
command
centre
vs.
decentralized
Pro-­‐%p:
Make
sure
tool
is
transparent
and
data
is
raw
@keithmcarthur
#brandsonly

9. 0%
18:00:00
18:11:00
18:22:00
18:33:00
18:44:00
18:55:00
19:06:00
19:17:00
19:28:00
19:39:00
19:50:00
20:01:00
20:12:00
20:23:00
20:34:00
20:45:00
20:56:00
21:07:00
21:18:00
21:29:00
21:40:00
21:51:00
22:02:00
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22:35:00
22:46:00
22:57:00
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23:19:00
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23:41:00
23:52:00
00:03:00
00:14:00
00:25:00
00:36:00
00:47:00
00:58:00
01:09:00
01:20:00
01:31:00
01:42:00
01:53:00
02:04:00
02:15:00
02:26:00
02:37:00
02:49:00
03:00:00
03:13:00
03:24:00
0
18:00:00
18:12:00
18:24:00
18:36:00
18:48:00
19:00:00
19:12:00
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20:12:00
20:24:00
20:36:00
20:48:00
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21:12:00
21:24:00
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21:48:00
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22:12:00
22:24:00
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23:00:00
23:12:00
23:24:00
23:36:00
23:48:00
00:00:00
00:12:00
00:24:00
00:36:00
00:48:00
01:00:00
01:12:00
01:24:00
01:36:00
01:48:00
02:00:00
02:12:00
02:24:00
02:36:00
02:49:00
03:01:00
03:15:00
03:27:00
Outage
Tweet
Sen7ment
–
Rolling
5
minute
totals
–
Star7ng
18:00:00
Oct
9,
2013
1600
1400
1200
1000
Sum
of
Posi=ve
(5min
roll)
800
Sum
of
Neutral
(5min
roll)
600
Sum
of
Mixed
(5min
roll)
400
200
Sum
of
Nega=ve
(5min
roll)
Outage
Tweet
Sen7ment
Propor7on
-­‐
5
Minute
Rolling
Totals
–Star7ng
18:00:00
Oct
9,
2013
100%
90%
80%
70%
60%
Sum
of
Posi=ve
(5min
roll)
50%
Sum
of
Neutral
(5min
roll)
40%
Sum
of
Mixed
(5min
roll)
30%
Sum
of
Nega=ve
(5min
roll)
20%
10%
@keithmcarthur
#brandsonly

10. 3. Don’t use good data for evil
• There
is
no
such
thing
as
bad
data
• Data
is
conclusion-­‐
agnos=c
• The
numbers
aren’t
out
to
get
us
@keithmcarthur
#brandsonly

11. Bad
data
is
an
excuse
by
bad
data
scien=sts,
caused
by:
• Bad
Ques=on
• Bad
Methodology
• Bad
Conclusion
@keithmcarthur
#brandsonly

12. 4. Don’t just listen: Hear
If
a
tree
tweets
in
a
forest,
does
anybody
hear?
@keithmcarthur
#brandsonly

13. @keithmcarthur
#brandsonly

14. @keithmcarthur
#brandsonly

15. 5: Go big (data) or go home!
@keithmcarthur
• Reserva=on
trends
• Comment
cards
• Feedback
at
contact
centres
&
check-­‐in
• Customer
RM
profiles
• Professional
reviews
SM+CRM
• Match
tweets
with
reserva=ons
• Incen=vise
to
hand
over
social
profiles
#brandsonly

16. @keithmcarthur
#brandsonly

17. Thank You!
1. Know why you’re listening
2. Optimize tools and talent
3. Don’t use good data for evil
4. Don’t just listen: Hear
5. Go big (data) or go home!
@keithmcarthur

18. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT