Marketing CloudHow to Derive Insight from your Social Media Data
Kraft Brand Buzz Challenge!Tweet the correct rank order to #dﬁnsight J, O, E, LTweet the letters in the right order "e.g. JOEL #dﬁnsight
How to Derive Insight from your Social Media Data Tom Webster Jolanta Oliver Neil Crist VP, Strategy Assoc Dir Consumer Relations, Founder, Venuelabs Edison Research Kraft Foods @neilcrist @webby2001 @jolantaoliver
Does anyone tweet about brands besides people who work inmarketing, advertising, PR or Social Media?
Consumer content with geo-location• Mobile consumers leaving 4.1 billion activities & messages monthly. • XX% are at a place of business • ~5% have photos • ~20% have distinct sentiment/mood (+/-)• Geo tagged content will surpass non-geo consumer content in the next 24 months.
Cross Signal Calibration is Critical • Consumer channels >50 per location • Difficult to anticipate which channels are most active • True understanding comes through holistic listening across channels • Profiles are created by consumers • Traditional social media tools do not surface this content
Location-based is Powerful “Last Mile” of Context “What are my customers saying at the point of purchase?“ “Which of my locations produce the best customer experience?“ “Where can I best invest marketing dollars and reach the right audiences?” “What new channels are my customers engaging with by brand on?” “When our reputation is in trouble, how can I identify the source issue?”
Case Study: Local Marketing ROI250 Location QSR Identifies New Marketing Opportunities “With local listening and • Franchise Brand, 250 Locations measurement, we found one • Execute National Campaigns with franchise owner that was seeing local execution by franchisees 4x return on campaigns.” • Local measurement insures marketing compliance and provide - Steve S., Director of Marketing understanding local ROI • Found 1 metro area with 4x the return on campaign • Analyzed and found they did not follow campaign program, but produced a better experience.
Case Study: Staffing, Customer Experience, RevenueNational Convenience Store Operator Identifies Staff Training Issues “We found that staff were not • Over 900 locations being properly trained, and it • Found repeated patterns of improper was costing us significant cleaning of pumps revenue every day.” • Discovered patterns of blocking customer purchases - John J., Regional Manager, West Stores • Identified facility cleanliness and safety issues • Identified staff and managers that needed to be let go.
Case Study: Measuring Daily DealsLearned the Short-term and Long-term Impacts of Daily Deals • 90 Locations in 7 states, 3 countries • Ran Groupon for all locations “There is more to the daily deal • Sold out, high positive buzz than the day of the deal. We • On fulfillment, found local customer followed customer sentiment at sentiment issues following 3-4 weeks our stores for weeks after to • Identified trouble stores, customer discover what customers really miscommunications thought.” • Net impact to sentiment was more negative long term - Julie T , VP of Marketing and Operations
Tom Webster Jolanta Oliver Neil CristFounder, Edison Research Assoc Dir Consumer Relations, Founder, Venuelabs @webby2001 Kraft Foods @neilcrist @jolantaoliver
Kraft Brand Buzz Challenge!Tweet the correct rank order to #dﬁnsight J, O, E, L Tweet the letters in the right order " e.g. JOEL #dﬁnsight
Marketing Cloud Product KeynoteTurn Insight into Action with the Salesforce Marketing CloudWhere: Moscone Center South Main Keynote RoomWhen: Thursday September 20th 1:30 to 2:30 PMCustomer Speakers: David Fischer Babs Rangaiah Scott Monty VP, Advertising VP, Global Media Head of Social Media Innovation
Win A 2013 Ford Fusion Hybrid! 1. Attend Marketing Cloud Keynote Thursday 1:30 PM for entry form. 2. Redeem in the Campground by 3:30 PM on Thursday. 3. Get an #awesome Marketing Cloud tee-shirt! 4. Winners announced Thursday at 3:45 PM! Need not be present to win. Image for illustrative purposes only