bowmo Learns & Teaches.
Let Us Share What We Know
bowmo Marketing on
May 11, 2018
Our CMO, Adrienne A.Wallace participated at this year’s Social Media Week in partnership 2 other panelists who are leaders in the marketing, advertising and public relations categories. The panel was sponsored by TalkWalker, a global social monitoring, analytics and strategy agency led by Todd Grossman who moderated the panel. Following is a piece written by Todd that recaps some of the conversation.
“The machines are coming!” and other #SMWNYC insights
May 2, 2018 – by Todd Grossman, CEO Talkwalker
Last week, I had the opportunity to moderate a panel at Social Media Week. Entitled “Implement an Online & Social Listening Program Across Your Organization,” the panel featured four guests considered experts in their field. Lila Branigan is the Digital Marketing Manager of Ferrero, which manages brands such as Nutella, Tic-Tac & Kinder Joy. Nicole Moreo is the Vice-President, Group Manager of Ketchum, a global public relations firm. Adrienne A. Wallace is the Chief Marketing Officer at bowmo, Inc., an HR technology company. Our discussion focused on what it’s like to implement a social listening strategy at a company, what you need to be measuring, and what the future of social listening may hold.
Their insights were incredibly valuable, so I feel compelled to share some of our conversation!
At what point did you realize your company needed a social listening program?
Nicole: Unfortunately, we deal with a lot of clients who only know they need it when a crisis hits. A lot of times there is that trigger point. But we’ve been working with clients now is now, if you don’t have one, I’m going to ask you some pretty hard questions. And a lot of those answers can be solved by social listening and we’ll try to get it up and running as soon as possible.
Lila: A lot of companies don’t know they need it until something happens!
Adrienne: For me, it was an imperative because a CMO without a social listening program probably wasn’t doing the best job for their company.
Once the need for a social listening program was established, what were the steps to put it in place?
Nicole: A lot of times we recommend taking a step back. A social listening program is a business strategy tool, and if you only implement it from one frame of mind, you will not be successful. We recommend setting up meetings with stakeholders across the entire company, and we ask them ‘What do you wish you knew? What do you wish you could track? What are your business goals?’
Lila: If you come in with a clear objective, it makes it very easy to look at the different tools and understand which ones are the best fit for you. We put together a panel of representatives from different parts of the business practice, and that really set the foundation for a listening tool not just being a PR activation, but being something that everyone could use in their own way.
Adrienne: We did an assessment of our people and their digital footprints. While we are listening and watching the noise in our industry, we also needed to make sure that we were listening to the noise that people who worked for us were actually making.
On measurement and analytics — do people understand what you are measuring?
Nicole: No one has it perfect. What’s the bulletproof measurement? There isn’t one. You need to align it with what works and resonates in your culture and in your company. Impressions to me are what’s called a vanity measurement. It’s great for benchmarking, but you need to go deeper. Ask, “so what?”
Lila: Being able to provide quality metrics that serve a purpose and meet a business need within my organization. Every time we do that, we show the value and need of a listening tool.
Adrienne: The notion of impressions, or how many people responded, or how many retweets — not something we look at. We really need, as a small, young company, to join the conversation.
Do you have any predictions for the future of social listening?
Nicole: Technology is changing everyday. The machines are coming, we all know the machines are coming. How do we use technology and AI and elevate it toward having more strategic conversations beyond just counting, or thinking we have to look at every single thing out there?
Adrienne: The culmination of human beings and human insight is what artificial intelligence is. Learned by a machine, over and over again. When I think about a social listening for a crisis, I think ‘Can we code a response? Should we code a response?’ Do we trust the insights of humans being programmed into machines?
Lila: I have a lot of people internally who are concerned about API changes, and I’m not that concerned. What we need to rely on is that insight. It shouldn’t matter where you get it if the way you get the information changes, and it will, because it always changes. None of these platforms are the way they were two years ago or five years ago and they won’t be the same a year from now. Being able to be flexible and putting a system in place will help prepare you for any changes that occur in the digital space is essential.
A huge thank you to Nicole, Lila, and Adrienne for participating on this panel with Talkwalker!
-Todd Grossman, CEO Americas, Talkwalker
POSTED BY: bowmo Marketing
May 11, 2018