Meet Ron: Looking for
new opportunities
Hasn’t applied for your
opening, but he’s perfect
for the job.
Meet Zu: Being
trea...
2 #mblastlive
Presenters
Mark Hatch
Chief Executive Officer
Zachary Reiss-Davis
Analyst
3
Agenda
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Customers and prospects go through
four stages of the customer l...
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
How do we support the ‘discover’
phase?
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Friends, search engines, and TV are the top 3 ways
customers dis...
Base: Base: 7,369 decision-makers are firms with 100 or more employees; Source: Forrsights Budgets And Priorities Tracker ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
The ‘discover’ stage of the life cycle requires
that we use our ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
As marketers, we must use the right tools to
support each stage ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
But where is Social Listening?
Source: http://mandki.tistory.co...
11
Four elements of social marketing
Source: February 25, 2013, “The Four Social Marketing Tools You Need” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
The role of Social Listening Platforms
› These vendors help mar...
Listening platforms aren’t designed to
engage
Base: 35 firms with listening tools that market primarily or only to other b...
Listening platforms amplify the less
influential
BUT YOUR CUSTOMERS AREN’T BEING INFLUENCED THERE
60% to 70%
• of Salesfor...
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
As marketers, we must use the right tools to
support each stage...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Social reach focuses on:
• Discovery.
• New prospects.
Image sourc...
© 2012 Forrester Research, Inc. Reproduction Prohibited
All content is a mix of both.
This isn’t about paid versus free
© ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Balance trust with targeting in social
reach
What is social reach?
Influencer marketing
Becky Bond, Credo
Advocate marketing
Senator Hoeven,
North Dakota
© 2013 Forres...
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Balance trust with targeting in social
reach
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Who’s more influential and the right
person to listen to?
THERE...
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
•You don’t treat your
customers and prospects as
equals . . .
•...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Why should you do influencers
marketing?
•Your influencers are alr...
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
Penny Arcade’s influence extends to new
consumer devices
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
Radisson works with 50 influencers to
give away free stays
Thank you
26
Zachary Reiss-Davis
+1 650.581.3829
zdavis@forrester.com
@ZacharyRD
27
Social Intelligence: from strategy to engagement
Social Intelligence
Influencer Identification and Engagement
28 #mblastlive
Better decisions, better results
“Social intelligence will become a critical
asset for C-level executives a...
29 #mblastlive
Improving the program lifecycle
• Customer sentiment
• Competition
• Industry trends
• Public policy
• Obje...
30 #mblastlive
Social intelligence = more than social media
• Accurate analysis requires a web-wide perspective
• Beyond s...
31 #mblastlive
The building blocks of social intelligence
• Number of
follow-on
comments, Tw
eets created
when a person
sp...
32 #mblastlive
Which voices and conversations matter?
mPACT’s author
map shows the top
25 individuals
speaking online
abou...
33 #mblastlive
Consolidated social profiles
Social profiles
should provide a
comprehensive
view of an
individual’s
public ...
34 #mblastlive
Resonance analysis
Resonance analysis looks beyond the original post to identify individuals whose
mentions...
35 #mblastlive
Case study: brand positioning
• Beverage company
• Monitor and measure conversations across
the web on a wi...
36 #mblastlive
Case study: performance monitoring
• Large bank, mortgage unit
• Monitor and analyze consumer
conversations...
37 #mblastlive
Case study: crisis communications
• Big 4 audit firm
• Story had “gone viral” about high-profile
client’s t...
38 #mblastlive
Case study: influencer identification
• Pharmaceutical company
• Seeking influencers for its arthritis
trea...
39 #mblastlive
Social Intelligence: from strategy to engagement
Reach beyond the content creators
Target the second- and t...
40 #mblastlive
Q&A
41 #mblastlive
Thank you!
Mark Hatch
CEO
mhatch@mblast.com
617.771.4985
www.mblast.com
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mBLAST Social Intelligence Webinar

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  • Source:http://mandki.tistory.com/127 (Copyright statement on page makes it okay for use) Twitter is a pointer to content.
  • http://www.salesforcemarketingcloud.com/products/social-media-listening/http://blog.marketwire.com/2011/11/17/team-sysomos-yet-another-reason-why-marketwire-is-the-best-place-to-work/https://www.facebook.com/photo.php?fbid=10153239406360385&set=a.10151374403990385.813385.29281815384&type=1&theater
  • Source: Forrester’s November 13, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” report
  • *Source: Salesforce Marketing Cloud listening solution (formerly Radian6). Problem with listening tools is amplify channels that aren’t that influential.
  • http://upload.wikimedia.org/wikipedia/commons/thumb/f/f7/Space_Shuttle_Discovery_landing_at_Dulles.jpg/1280px-Space_Shuttle_Discovery_landing_at_Dulles.jpg
  • http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/
  • Swap order of these three slides. Move this story forward.
  • http://www.penny-arcade.com/2013/02/22/the-ms-surface-pro
  • Special class of followers Not all followers are created equal
  • mBLAST Social Intelligence Webinar

    1. 1. Meet Ron: Looking for new opportunities Hasn’t applied for your opening, but he’s perfect for the job. Meet Zu: Being treated for a rare condition Just wrote that she can’t afford her medication. Meet Norman: Just called your service desk to say his new car died Did you know he runs marketing for a social media startup? Meet Gina: Cloud technology expert 1,732 of her friends opened the link in her last post. Social Intelligence: From Strategy to Engagement September 24, 2013 #mblastlive
    2. 2. 2 #mblastlive Presenters Mark Hatch Chief Executive Officer Zachary Reiss-Davis Analyst
    3. 3. 3 Agenda
    4. 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Customers and prospects go through four stages of the customer lifecycle
    5. 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5 How do we support the ‘discover’ phase?
    6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Friends, search engines, and TV are the top 3 ways customers discover new brands and products
    7. 7. Base: Base: 7,369 decision-makers are firms with 100 or more employees; Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2012 and Forrsights Business Decision-Makers Survey, Q4 2012 How important are the following sources when researching and evaluating technologies and services to purchase? In B2B, people are what matter © 2013 Forrester Research, Inc. Reproduction Prohibited 7 19% 19% 35% 37% 40% 46% 47% 54% 59% 63% 64% 70% 71% 72% 74% 77% 79% 80% 87% Facebook Twitter Prof. social networking sites (not… Blogs LinkedIn Online videos Virtual events or virtual trade shows Electronic newsletters (email) Webinars, webcasts Support forums, discussion forums Industry analyst firms Consultants or systems integrators (SIs) Vendor salespeople Printed publications In-person events, trade shows, or conferences Vendor websites Industry, trade, or professional websites Peers outside your organization Colleagues within your organization Sum important
    8. 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8 The ‘discover’ stage of the life cycle requires that we use our reach channels › Reach channels cut across the old lines of digital/traditional, or earned/owned/paid media • TV • Radio • Print • Online display • Online search • Word of mouth • Viral content › These each have the power to move our audiences to explore further
    9. 9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9 As marketers, we must use the right tools to support each stage of the journey
    10. 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10 But where is Social Listening? Source: http://mandki.tistory.com/127
    11. 11. 11 Four elements of social marketing Source: February 25, 2013, “The Four Social Marketing Tools You Need” Forrester report
    12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12 The role of Social Listening Platforms › These vendors help marketers learn about their audiences and their needs › They’re planning tools that help marketers craft social strategies › They don’t focus on engagement, or engagement with the right audiences, on the right platforms
    13. 13. Listening platforms aren’t designed to engage Base: 35 firms with listening tools that market primarily or only to other businesses; Source: Q3 2011 Global Listening Platforms Customer Online Survey; November 14, 2012, “2013 Planning Brief: Listen To Customers, Engage With Influencers” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 13
    14. 14. Listening platforms amplify the less influential BUT YOUR CUSTOMERS AREN’T BEING INFLUENCED THERE 60% to 70% • of Salesforce Marketing Cloud content comes from Twitter. 19% • of your buyers are influenced by content on Twitter.* Base: Salesforce Marketing Cloud listening solution (formerly Radian6); *Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers © 2013 Forrester Research, Inc. Reproduction Prohibited 14
    15. 15. © 2013 Forrester Research, Inc. Reproduction Prohibited 15 As marketers, we must use the right tools to support each stage of the journey
    16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited Social reach focuses on: • Discovery. • New prospects. Image source: Wikipedia
    17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited All content is a mix of both. This isn’t about paid versus free © 2013 Forrester Research, Inc. Reproduction Prohibited 17Source: http://www.flickr.com/photos/markchadwick/6106368775/sizes/l/in/photostream/ Instead. . .
    18. 18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18 Balance trust with targeting in social reach
    19. 19. What is social reach? Influencer marketing Becky Bond, Credo Advocate marketing Senator Hoeven, North Dakota © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Social advertising
    20. 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20 Balance trust with targeting in social reach
    21. 21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21 Who’s more influential and the right person to listen to? THERE’S NO SUCH THING AS A UNIVERSAL INFLUENCER This man? Or this man? Image source: Flickr (http://www.flickr.com/) and Joe Sixpack (http://joesixpack.net/)
    22. 22. © 2013 Forrester Research, Inc. Reproduction Prohibited 22 •You don’t treat your customers and prospects as equals . . . • . . . so why treat everyone who talks about your product and category as equals? Focus on the influencers who matter. What’s next?
    23. 23. © 2012 Forrester Research, Inc. Reproduction Prohibited Why should you do influencers marketing? •Your influencers are already talking — all the time. •Engagement fuels the fire. •Influencing the influencers can change the conversation
    24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Penny Arcade’s influence extends to new consumer devices
    25. 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25 Radisson works with 50 influencers to give away free stays
    26. 26. Thank you 26 Zachary Reiss-Davis +1 650.581.3829 zdavis@forrester.com @ZacharyRD
    27. 27. 27 Social Intelligence: from strategy to engagement Social Intelligence Influencer Identification and Engagement
    28. 28. 28 #mblastlive Better decisions, better results “Social intelligence will become a critical asset for C-level executives and board members seeking the best possible basis for their decisions.” -- “How social intelligence can guide decisions,” McKinsey Quarterly, November 2012
    29. 29. 29 #mblastlive Improving the program lifecycle • Customer sentiment • Competition • Industry trends • Public policy • Objectives • Strategy • Messages • Channels • Influencers • Engagement • KPIs • Metrics • Dashboards • Reports • Social • Media relations • Advertising • Direct
    30. 30. 30 #mblastlive Social intelligence = more than social media • Accurate analysis requires a web-wide perspective • Beyond social media – to the entire “social web” • Includes blogs, articles, forums, mainstream media, etc. • External and internal feeds: firehose, RSS, custom crawlers, subscription • 5 billion articles, blogs, posts a month
    31. 31. 31 #mblastlive The building blocks of social intelligence • Number of follow-on comments, Tw eets created when a person speaks on a specific topic • Accounts for social capital of secondary voices • Measures engagement • Weighted calculation of a person’s followers • Assigns weight to channel of communication • Measures social capital • Frequency a person speaks on a specific topic, weighted for most recent • Measures contextual relevance ReachTopic Authority mPACT Resonance • Tracks dissemination of content, covera ge and commentary as it happens • Enables alerts when content goes viral by “jumping channels” Sentiment • Applied to all captured content • Enables trend analysis for industries, topic s, companies
    32. 32. 32 #mblastlive Which voices and conversations matter? mPACT’s author map shows the top 25 individuals speaking online about the topics that matter to your business. Impact rankings are based on topical relevancy, authority and reach – how often they write, how often others cite them, and how many people are listening to them.
    33. 33. 33 #mblastlive Consolidated social profiles Social profiles should provide a comprehensive view of an individual’s public content across the web, filtered by topic and ranked by their potential impact on your business.
    34. 34. 34 #mblastlive Resonance analysis Resonance analysis looks beyond the original post to identify individuals whose mentions and references to the story have the greatest impact on the dissemination of that story -- enhancing your ability to shape the stories about your brand.
    35. 35. 35 #mblastlive Case study: brand positioning • Beverage company • Monitor and measure conversations across the web on a wide range of topics • Consumer sentiment, public policy, tax regulations, diet and health, competition • Very complex query • Search terms included 100s of brand names, competitors, ingredients, experts, pro duct categories, symptoms • Generated insights used to guide the creation of new business, marketing and communications initiatives
    36. 36. 36 #mblastlive Case study: performance monitoring • Large bank, mortgage unit • Monitor and analyze consumer conversations • Insights and analysis provided input on operational performance – at the office, regional levels • Encourage best practices, take remedial action where necessary
    37. 37. 37 #mblastlive Case study: crisis communications • Big 4 audit firm • Story had “gone viral” about high-profile client’s tax returns being hacked • During a national election campaign • Engaged mBLAST to track story’s resonance • Identify key resonators • Target outreach • Ensure denial appeared • Story died
    38. 38. 38 #mblastlive Case study: influencer identification • Pharmaceutical company • Seeking influencers for its arthritis treatment • Beyond “the usual suspects” • Knitting communities • Not creating lots of content, but sharing it • Invisible if not for resonance
    39. 39. 39 #mblastlive Social Intelligence: from strategy to engagement Reach beyond the content creators Target the second- and third-level nodes driving content dissemination Gain unique business insights Analyze conversations on customer feedback, competitors, industry trends Respond in near-real time speed Amplify brand successes, minimize crises Improve campaign performance Focus on the relevant conversations, people, messages, channe ls
    40. 40. 40 #mblastlive Q&A
    41. 41. 41 #mblastlive Thank you! Mark Hatch CEO mhatch@mblast.com 617.771.4985 www.mblast.com

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