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
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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)
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Is the workload fairly administered across the team?
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- 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?
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Can the team streamline reporting and tracking elements? For example, using the same flavor/color queries across both brands?
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Say you oversee Oscar Mayer and Capri-Sun, two different businesses. Does your team have the skill and bandwidth to cover multiple categories?
2. Streamline reporting
- If using raw data, use the first few months to standardize how you analyze data (everyone has their preferences).
- PowerPoint is the world’s most popular report format for a reason, most people know how to use it, is yours client-friendly?
- Where can you save time?
What does this look like for brands?
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Depending on the company, you may be:
- A one-person team doing everything in-house
- A one-person team with a social listening AOR,
- A small team doing everything in-house
- A large team doing everything in-house
- A large team with a social listening AOR
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Identify budget constraints
- If you’re doing this solo, consider if your listening tool has volume-based model. Your pilot should help you determine if you need to pay for more mentions.
- If you’re using an AOR, you may have X amount of reports scoped, or Y amount of hours paid for; figure out if this is too much or too little.
- If you’re finding that you can’t answer all of your business partners’ questions without another tool, make note of it for the next round of budget requests.
That’s it for my first week. Let me know what questions you have on the maturity model by replying below. Next week I will discuss Community Analysis.
ICYMI:
- Building Your Maturity Model Part 1
- Maturity Model Part 2: Due Diligence
- Maturity Model Part 3: Fill the Knowledge Gaps
- Maturity Model Part 4: Pilot & Assess - This article