Industry Experts & Best Practices

Now that you have a plan in place, it’s time to put it into action! Once you’ve gathered all the necessary historical data and context, you’ll have a strong idea of what to zoom into and the whitespace that exists. What does this look like for agencies? Consider team size and skill and use the first month to figure out the optimal staff mix Starbucks is one brand, but generates millions of mentions, you’ll likely need two or more analysts (focusing on the corporate brand and specific orders/ingredient mixes) Is the workload fairly administered across the team? Perhaps your client is Kraft-Heinz and you’ve won the business for Kool-Aid and Capri-Sun. -  does your team have experience in CPG or food and beverage? Can the team streamline reporting and tracking elements? For example, using the same flavor/color queries across both brands? Say you oversee  Oscar Mayer and Capri-Sun, two different businesses.  Does your team have the skill and bandwidth to cover multiple categories?

The next step of the Building Phase is to fill your knowledge gaps.  This means gathering historical information and context. When you’re first starting out, you usually won’t have any idea what the historical figures are for your brand(s). Filling in these gaps are crucial for future planning and benchmarking - that’s why we care so much about the depth and breadth of data! Historical Information When gathering historical information, there are 4 key pillars to cover.   1) Volume Benchmarks and Seasonality One of the most common questions I get asked is how did this conversation look like a year ago? A month ago? 6 minutes ago? Ok, maybe not the last one but for brands that experience seasonality, like Flonase, ChapStick, Emergen-C, Robitussin, and Theraflu, this is a big deal! How do we know if seasonality translates from the real world to online?This is why it’s important to run your queries retrospectively over the past 12 months or, ideally, the most recent calendar year. This way

Building Phase: Due Diligence  Today we will focus on the Due Diligence stage of Building, this stage should be intuitive for most.  If you’re starting on square one with nothing, like I did, you’ll need to gather some basic information to understand where and how social data and analytics can impact your business.  Today’s focus is on Due DiligenceThe guiding principle here is to determine your use cases. These are the 3 core use cases we uncovered at the inception of my team: 1) Consumer Insights & Competitive IntelligenceOne of the most popular use cases was to get a better understanding of how our consumers speak about our brands. Pretty straightforward, you’re simply discovering, for the first time ever, what’s being said about your brand(s).This information will evolve into the “Voice of the Customer”. The ongoing  social listening program you put in place will give you a better idea of general consumer lexicon, slang, short-hand acronyms, and other brand-specific terminology

We’ve had a huge response to our #ExpertsWithInsights announcement and have started going through the applications. We are seeing some great expertise. We will announce our next cohort of  #Experts the first week in November.  There is still time to apply if you are interested. We are starting off the series with an #Expert on Social Intelligence.  What is Social Intelligence? Social intelligence is the use of social data to answer specific questions or solve problems. Social intelligence is the strategic use of social media data or conversational data to answer complex problems. Meet Danny Gardner, Head of Social Media Insights & Analytics @ Haleon. Danny Gardner is Haleon's Head of Social Media Insights and Analytics for North America. He previously held the same role at GSK, acquired from Pfizer as part of the $12B consumer healthcare joint venture between the two companies. He began his full-time career with W2O Group (now Real Chemistry), where he held cross-functional roles i

📣 Calling all PR Experts, Social Specialist or Communication Gurus 📣 Meltwater Community wants to reward you for your industry know-how. We invite you to join our #ExpertsWithInsights program. You’ll join the ranks of the best and the brightest in this industry, who are also passionate about elevating industry peers. Who are we looking for?Industry experts in PR, Communications or Marketing field, willing to share their know-how and lessons learned. How will it work?Experts are asked to write blog posts in mCommunity. Our content writers will help you with design and format but the focus area and content must come from you. We want to learn from you!Why should I apply?We are offering our experts fame, industry recognition, VIP experiences and swag to thank you for becoming a mCommunity Expert.Where do I sign up?To learn more and apply (it’s not painful) Click here! We will announce our first expert on October 10!  Post questions below or PM me.