Rob Key, CEO and founder of Converseon talks about becoming a listening organization, social CRM and mining actionable business intelligence with social media monitoring platforms at the PRSA International Conference in San Diego.                                            

01:09 -- Listening to social media through conversation mining, and working with clients from a management consulting perspective to help them reorganize their operations to take advantage of actual customer feedback collected on the web.  

02:10 -- Changing the marketing and public relations model to recognize how social media is causing organizations to integrate all areas of the company into the conversation.  

02:44 -- The delineation between conversation mining and news media or social media monitoring or raw pipes versus versus intent modeling, sentiment and  geo-data.  

04:31 -- The different types of listening solutions organizations use and how the very based on the specific needs of the customer.  

05:08 -- Translating raw data into meaningful business intelligence through Converseon's proprietary listening platform.  

06:20 -- How to become a listening organization for sustainable business advantage.  

07:08 -- The three components of listening: what yo what the was thoroughly legal service infusing the value of social across the entire enterprise for sustainable differentiation, securing the right technology listening platform.  

NOTE: According to Key, HP has says that listening integrated into customer service has saved them $10 million in call center costs, and P&G says that through social media and listening, over 50% of its innovation is coming from outside of the company.  

09:01 --Using work flow software with pre-configured rules to manage the distribution of information mind on social networks to the appropriate departments within the organization through social media analytics software.  

10:02 -- The benefits of capturing outcomes from a legal perspective so that legal and regulatory compliance are satisfied.  

11:01 -- The importance of securing a persistence listening platform to support ongoing conversation mining throughout the enterprise.  

12:17 --The organizational and business change components required to ensure discoveries and insights surfaced through listening are delivered to the appropriate departments to increase customer satisfaction and improve performance.  

13:01 -- Work flow integration with CRM tools and social media training.  

14:14 -- importing existing measurement from legacy systems to preserve prior findings through platform migration.  

15:00 -- The real challenge of listening from a technology perspective, capturing conversations and cleansing content for relevance.  

15:51 -- The seven layer hierarchical pyramid of data: Raw Data, Cleansed Data, Baseline Analytics, Black Box Analytics, Human Analysis, Internal Customer Data Integrated with External Data (social CRM), and Business Intelligence.                                                          

21:01 -- Whether or not businesses can use social graphs to determine the importance of conversations and participants.  

22:02 -- Why influence and sentiment need to happen at a customer and a vertical business level.  

24:24 -- Determining the social impact of US Pres. Barack Obama this Cairo speech on global issues, Hezbollah's defeat in Lebanon and the electoral protests in Iran.