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Social media has matured beyond early adopters to earn a place in mainstream marketing. Cymfony sponsored this Aberdeen Group study to learn how “best in class” companies are using social media ...

Social media has matured beyond early adopters to earn a place in mainstream marketing. Cymfony sponsored this Aberdeen Group study to learn how “best in class” companies are using social media monitoring and analysis to improve their business results.

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Lessons From The Best In Class Webinar Slides Lessons From The Best In Class Webinar Slides Presentation Transcript

  • Lessons from the "Best- in-Class“ Generating Business Results from Social Media March 12, 2008
  • Introducing the Presenters Jim Nail Chief Strategy & Marketing Officer TNS Media Intelligence/Cymfony Jeff Zabin Research Fellow, Customer Management Aberdeen Group
  • Influence 2.0 TM Webinar Series
    • This webinar is the latest in a series of educational webinars with to help companies harness Influence 2.0 TM
    • Influence 2.0 education materials help you build the business case and organizational support
    • “ Social Media in Business” Facebook group connects to your peers for further learning
    • Cymfony helps you understand and manage this new dynamic of consumer communications
    • Please submit your questions in the Q&A area in lower right corner of your Webex interface
    Q&A
  • Generating Business Results with Social Media
    • Social media has earned a place in mainstream marketing, but it is still emerging so formal business practices are developing
    • This webinar shows what you can learn from the “Best-in-Class”
    • New Cymfony study finds that most companies are at the experimentation stage with social media
    Download This Report at www.SocialMediaInBusiness.com
  • A Brief Introduction
    • “ A reliable pointer to the way marketing is developing.”
    • The Financial Times  
    • “ The best first stopping place for gaining insights into the new world of marketing.” - Philip Kotler
    • “ A plethora of strategic insights.”
    • Marketing Advocate
    • “ Required reading.”
    • - DestinationCRM
    • “ Points CMOs in the right direction.”
    • - Marketing News (American Marketing Association)
    • “ Anyone still sitting on the fence ought to read this book.“
    • - Phil Condit, CEO, Boeing
    • “ Written for real managers in real business.”
    • - Jack Greenberg, CEO, McDonald’s
    • “ An excellent, customer-focused framework.”
    • Pat Ryan, CEO, AON
    • “ A thought-provoking yet practical entry point for senior managers.”
    • - Editors, Amazon.com
  • Social Media Monitoring and Analysis Influence the Influencers: The Role of PR Agencies in Social Media Mar 04, 2008, Chief Marketer, By Jeff Zabin Social Media Monitoring and Analysis: Call It What You Will Dec 18, 2007, Chief Marketer, By Jeff Zabin In Brand-Monitoring Solutions We Trust Nov. 29. 2007, CRM Buyer, By Jeff Zabin
  • Research Preview and Survey
  • Interviews Inherent in the power of Web 2.0, the emergence of online communities, and the transfer of power from big, centralized command-and-control structures like corporations to large groups of disseminated individuals like customers is the need to move from push information to pull information. Matt Smith, Vice President, Customer Insight Both the customer you serve well and the customer you underserve have the loudest voices in social media. Sean O'Driscoll, General Manager of Community Support Services We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. A lot of social media tools do a great job of telling you what’s being said and who’s saying it. What we really want to know is who’s listening to the conversation and how does it permeate outwards. Christine Stasiw Lazarchuk  Director, Global Market Research Online dialog is a good way to get feedback and understand how consumers feel about our brand and to get suggestions for our business. Adam Brown  Director, Digital Communications Cathy Halligan, Chief Marketing Officer Social media monitoring enables us to track how our company is being portrayed. It’s a barometer we use to determine the viral spread of our messages and if our tactics are working. Ed Garsten, Manager, Electronic Media Communications
  • PACE Methodology
  • Top Pressures Source: Aberdeen Group, January 2008
  • Top Actions Source: Aberdeen Group, January 2008
  • Who Uses Social Media Insights Source: Aberdeen Group, January 2008
  • Metrics for Determining Best-in-Class
    • Time to marketing information
    • Customer satisfaction
    • Actionable insights derived from social media monitoring and analysis
    • Ability to identify and reduce risk
  • Maturity Class Findings
  • Top Capabilities (Process) Source: Aberdeen Group, January 2008
  • Top Capabilities (Organizational) Source: Aberdeen Group, January 2008
  • Top Capabilities (Performance Measurement) Source: Aberdeen Group, January 2008
  • Year-over-Year Improvement in Key Metrics Source: Aberdeen Group, January 2008
  • Active vs. Passive Engagement Source: Aberdeen Group, January 2008
  • Active Engagement Yields Improved Performance Percentages indicate the number of companies that improved performance in key metrics. Source: Aberdeen Group, January 2008
  • Recommendations
    • Laggards
      • Accelerate the adoption of social media monitoring and analysis capabilities.
      • Define and measure key social media metrics.
      • Dedicate personnel and resources to social media monitoring and analysis.
    • Industry Average
      • Develop formalized processes for monitoring and analyzing consumer-generated content.
      • Improve marketing decisions by devoting resources to market research and social media monitoring and analysis.
    • Best-in-Class
      • Shed the reliance on manual search processes.
      • Implement defined campaign and promotion analysis metrics.
    • Please submit your questions in the Q&A area in lower right corner of your Webex interface
    Q&A
  • Keep the Discussion Going Join the Discussion On Facebook Discuss these issues with others marketers around the world in our new Facebook group Join Today! www.SocialMediaInBusiness.com Jim Nail [email_address] Jeff Zabin [email_address]