5 Ways Smart Marketers Use Social Intelligence to Succeed
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5 Ways Smart Marketers Use Social Intelligence to Succeed

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To reduce the chance of misfires and maximize results, leading marketers are using active social media listening. Through it, they can iterate and be informed by real time assessment of consumer......

To reduce the chance of misfires and maximize results, leading marketers are using active social media listening. Through it, they can iterate and be informed by real time assessment of consumer reaction. But many are still not using this data or are underutilizing it and missing out. In this webinar, Nate Elliott from Forrester Research shares how progressive marketers are developing innovative ways to leverage social analytics to:

- Better target messaging and content
- Source and refine inspiring creative
- Improve media plans
- Identify and target key influencers
- React quickly to real time opportunities and threats

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  • 1. Copyright ©2014 Visible Technologies, Inc. All rights reserved.1 5 Ways Smart Marketers Use Social Data Analytics to Succeed Featuring
  • 2. Copyright ©2014 Visible Technologies, Inc. All rights reserved.2 Agenda 1. Introduction • #Visible5Ways 2. The 5 Ways……and Examples 3. How to Get Started 4. Q and A / Wrap Up
  • 3. Copyright ©2014 Visible Technologies, Inc. All rights reserved.3 Our Presenters Nate Elliott, VP, Principal Analyst at Forrester Research, Inc. Nate helps firms develop marketing strategies focusing on branding channels such as social media and online video advertising. He has spoken at hundreds of events world wide and regularly writes columns for leading publications. Ken Giffin - VP, Marketing, Visible Ken has over 20 years of marketing experience where he has helped brands such as GE, 3Com, AmEx, Norelco and Alcoa navigate change. His experience spans from comms/PR to product marketing, brand strategy, and demand generation.
  • 4. Making Leaders Successful Every Day
  • 5. Five Ways Marketers Should Use Social Data Nate Elliott, Vice President and Principal Analyst April 29, 2014 @nate_elliott
  • 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 Marketers are missing the social data opportunity › Most marketers don’t have direct access to social data • Social data is gaining traction across organizations • But most of those with access to the data are not marketers › Agencies’ use of social data remains inconsistent • Not all agencies are providing social data to clients • Few enable their clients to share data across all their agencies
  • 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative 3. Improve your media plan 4. Identify key influencers 5. React to real-time opportunities and threats
  • 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 Five ways markets should use social data 1. Develop messaging and content
  • 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 UPS use social listening to identify small businesses’ challenges
  • 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Dolby identified events they could leverage with #DolbyFacts
  • 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative
  • 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 REI sources most of its Instagram creative from its followers
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Source: Sneakerpedia Footlocker use Sneakerpedia to track which styles are popular with its audience
  • 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative 3. Improve your media plan
  • 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 Holiday Inn Express used listening to better target its promoted tweets
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Microsoft found discussions about their products in unexpected places
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative 3. Improve your media plan 4. Identify key influencers
  • 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Mercedes identified social influencers to help boost awareness of its new model
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Bomgar used listening to seed its social advocates program
  • 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative 3. Improve your media plan 4. Identify key influencers 5. React to real-time opportunities and threats
  • 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Unilever listens for and responds to misperceptions about margarine
  • 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Regaine missed a golden opportunity during the British royal wedding
  • 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Five ways markets should use social data 1. Develop messaging and content 2. Source and refine creative 3. Improve your media plan 4. Identify key influencers 5. React to real-time opportunities and threats
  • 24. Copyright ©2014 Visible Technologies, Inc. All rights reserved.24 Real World Application
  • 25. Copyright ©2014 Visible Technologies, Inc. All rights reserved.25 FIRST: Start With The Correct Mindset Everyone Knows Social Stats… …But Don’t Fall Into These Social Traps 500 million people on Facebook daily 400 million tweets per day 200+ countries and 150+ languages 20 million unique blogs and forums Millions of reviews and engagements Social Silo Treating social media data differently that other marketing data. More Is Better Not everyone matters to your brand. Even if they ‘like’ you. Pie Charts Not Answers Brands need to make business decisions from data. Identify your decisions and apply social to them.
  • 26. Copyright ©2014 Visible Technologies, Inc. All rights reserved.26 SECOND: Leverage Social Segmentation Four Things They Can Do Today With Social Intelligence - Measure Honda social conversation threads on “value” “reliability” and “gas mileage” before and after report release and compare to the competition. - Find which forums have most conversation about report for immediate media spend decisions. - A/B test creative focused on specific report attributes. - Use geo-capabilities to determine regional influence pockets and potential regional media allocation opportunities. BRAND MANAGER SCENARIO: Honda recently placed well in both Consumer Reports and JD Power reliability studies and wants to monetize these ratings.
  • 27. Copyright ©2014 Visible Technologies, Inc. All rights reserved.27 THIRD: Realize Sophistication Is Easy Swing State Intelligence and Outreach - Determine county and city level geographic segmentation - Determine progressive, conservative, independent trends and opinions - Test messaging on audience types and geographies to find winning formula in unique markets - Use models to predict which segments respond to content and contact formats - Rank contact lists in order of persuasiveness to help optimize donor behavior and volunteer mobilization 1ST DEBATE: 17 Million Posts 2nd DEBATE: 20 Million Posts All relate to Nate’s case studies on content, media planning, messaging and influencers
  • 28. Copyright ©2014 Visible Technologies, Inc. All rights reserved.28 Audience Q&A
  • 29. Copyright ©2014 Visible Technologies, Inc. All rights reserved.29 Results that Deliver Business Impact DataYou CanTrust Industry Experts Leading Technology + Deeper Insights The Visible Difference
  • 30. Copyright ©2014 Visible Technologies, Inc. All rights reserved.30 Next Steps • Have a question comment about something in this webcast? • Nate Elliott @nate_elliott • Ken Giffin @KenGiffin1 • Rich Miller rmiller@visibletechnologies.com • To discuss a demo or more information, contact us at info@visibletechnologies.com, @visible on Twitter, or “Demo Request“ on our website • Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.