Lithium Listening with Purpose


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Lithium and ZenithOptimedia present at Forrester Marketing Leadership and Customer Intelligence Forum 2012

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Lithium Listening with Purpose

  1. 1. Guest Executive Forum WithLithium - Listening With Purpose:Wicked Smart Insights19 April 2012Katy KeimChief Marketing Officer, LithiumK-Yun SteeleSVP of Insights, ZenithOptimedia
  2. 2. you know lithiumdelivering social customerexperiences for the world‟smost iconic brandsfounded in 2001bay area hq, new york, london, zurich, paris300 customers & 30+M registered usersnamed market leader by forrester, gartner100% SaaS platformtop tier VC funding, including Benchmark & NEA confidential
  3. 3. 88% of CEOs surveyed reported that their top priority for the next fiveyears was „getting closer to their customers‟ IBM Institute for Business Value , CEO Report 2010
  4. 4. the journey starts with, and is informed by, listening REALIZE your brand nation PROVE the business value transform the overall DIRECT customer experience ENGAGE the conversation LISTEN suite on existing networks harness the power to for context drive business impact create an owned hub solutions tap into existing social networks communityunderstand thesocial customer level up social media monitoring
  5. 5. companies must know their socialcustomer and what makes‟s table stakes.everyone deserves the freedom tolistentear down the wallsit‟s about the signal not noiseinsights, not counting
  6. 6. look for trends in the spikes4/4/12@OneNewsAlertsNike scores against Reebok: Nike beat its rivalReebok in court today over quarterback. 4/4/12@MCCBarryis it me or do the new Nike #NFL jerseys seemdull, the colors dont pop. THey are dreary 3/28/12looking.3/28/12@USATODAYmoneyNike sues Reebok over sale of Tim Tebow Jetsjerseys
  7. 7. RT @_Ziggzzz: The RT @trinhvo3: Nike I need to hit the Nike underwear inside of Nike needs to make more outlet before i fly back shorts are so so girl stuff. home annoying #ugh I think Nike should spend more Overall, it seems Niketime and money fixing the totally was more concerned inadequate Nike + site. with the fit and performance than changing the colors schemes. Ive been having trouble And yeah Nike product using the Nike Plus training is useless unless these nike socks website. you have a very irritating the hair on knowledgeable my legs . . customer..
  8. 8. you need specific nations to involve them we build brand benefits ▪ Mutual: drive value for both customers and the company negative press product launch ▪ Passionate: deeply engage customer behavioral market competitor PR marketing customers committed to your success story uptake trend intelligence promotion research ▪ Sustainable: scale to meet consumer demands without endless investment ▪ Distinguishing: separate Superfans security customer the pack to make marketing shipping from social video viral media IT breach support effective insights more delays campaign ▪ Measurable: cultivate participation to drive revenue, referrals and brand value
  9. 9. leveraging social signalssocial
  10. 10. About Zenith Media  Full Service media planning and buying agency  1,400 staff  NY HQ, regional offices in Atlanta, Chicago, Denver, LA, Miami, Portland, SF, Seattle  “The ROI Agency” – Heavy focus on returns against media investment  Learn More: • K-Yun Steele, SVP Analytics •
  11. 11. Context: The Big Data Era Processing power doubles and gets 50% cheaper every 18 months Network connection speeds double every 24 months By 2015:  2.7 billion users  Global internet traffic will quadruple The perfect “data storm”  90% of the world‟s data has been produced and archived since 2010
  12. 12. Social Data: Vast In Quantity, Versatile in Use, leastFormalized In Approach 1 in 7 minutes online is spent on Facebook 2.7 billion likes per day, 1 billion people 425 million mobile users Likes, shares, sentiment, semantics, intent, influence Agency Marketer • Planning • Retail • Buying • CRM • Operations • R&D • Insights and Analytics • Marketing • HR
  13. 13. comScore BlueFin Labs Lithium NielsenBuzzMetricsbroad focused Twitter Vitrue Facebook Local Response tactical
  14. 14. DISCOVERY SPECIALIZED MONITORING comScore BlueFin Labs Lithium NielsenBuzzMetricsbroad focused Twitter Vitrue Facebook Local Response AD/CONTENT SPECIALIZED OPTIMIZATION RESPONSE tactical
  15. 15. DISCOVERY SPECIALIZED Target Audience Analytics MONITORING (MRI, Simmons) Targeted Engagement comScore BlueFin Labs (Nielsen) Lithium NielsenBuzzMetricsbroad focused Twitter Vitrue Facebook Local Response AD/CONTENT SPECIALIZED OPTIMIZATION RESPONSE Campaign Analytics CRM, eCommerce (Doubleclick, Google) (Omniture) tactical
  16. 16. Campaign Analytics: Content As Ads (QSR)  Regular check-ins and meetings  Benchmark development and regular reporting  “Found” content engine  Dual approach: content and advertising  Impact of paid social on organic growth  Over 2 quarters • Week-over-week fan growth increased by 300% • Virality went up 5x • Engagement went up 3x
  17. 17. Discovery: Identifying and Addressing Unseen Needs  Social category “break in” strategies  Sift through millions of comments, typically category, but sometimes brand-related  Thematic category and brand analysis allows for new audience segments, potential ins Inception and rationalization of many brand focused campaigns  Fashion: “Authenticity”  CPG: “Happy Meal”
  18. 18. Specialized Platforms: Social Driving TV  Perennial problems and questions: • When does my ad wear out? • How does my media / daypart mix impact my buys?  Tools marry EPG data (Tribune), closed captioning, and social stream data to assign comments to ads and shows  Most valuable insight comes out of putting social TV comments against total social comments to identify when / where TV drivers organic lifts
  19. 19. Takeaways Think evolution, not revolution Don‟t make your social manager your vanguard of innovation Know your social tools and platforms Choose your battles Prepare to be delighted, or, have your feelings hurt