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Social listening-insights-emetrics-presentation


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Social listening insight presentation by Performics

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Social listening-insights-emetrics-presentation

  1. 1. eMetrics Chicago 2012Christina MannarinoSocial Listening: Putting What You Can Measure to Work 1
  2. 2. Today’s Discussion Corporate reality of Social Listening Approaches, frameworks and use cases for social listening Next steps 2
  3. 3. About Me Agency enthusiast, 5 years of account and strategic planning Connecting threads between traditional research and real-time data (Search + Social) to drive insights for our clients Educated in English Literature and Studio Arts 3
  4. 4. Performics inspires participation by applying the principlesof performance marketing to drive relevant connectionsacross owned, paid and earned media. We offer a robust suite of performance marketing solutions: — Search Advertising — SEO & Content Optimization — Conversion/Landing Page Optimization — Analytics and Research Services — Display Performance Marketing — Affiliate Marketing — Feeds & Syndication — Mobile Performance Marketing — Reputation Management & Social Media Asset Optimization — Social Performance Marketing More than 800 experts in 18 countries 4
  5. 5. Social ListeningAs a corporate reality 5
  6. 6. Following Orders 6
  7. 7. Super Passionate. No Support. 7
  8. 8. Different & Siloed Agendas 8
  9. 9. Rock Stars 9
  10. 10. Which Scenario Do You Fall In? 10
  11. 11. Approaches to Listening 11
  12. 12. Finding a Hidden Gem (good or bad)  Seeking out new, quick, actionable insights What is the Isolate potential Be ready to unique data business fast track impact? 12
  13. 13. A Clean Way to Fast TrackThe Onion writes article,poking fun of Tide videos 2 days later, a Tide ad is born on YouTube & quickly goes viral 13
  14. 14. Finding a Pattern or Trend of Insights (good or bad)  Consistent insights that can lead to predictions and future marketing strategiesChoose timeframe Understand Create a  90+ seasonality cause and forecast to  <30 daily/weekly effect test and learn Be willing to be wrong! 14
  15. 15. Engagement Starts With aStory, Not a PlatformStop thinking data points, individualwords, likes and sentiment ratios, andstart thinking how these insights cancreate user narratives. 15
  16. 16. Who Are Your Participants? Participant Statistical Models = Participant Understanding
  17. 17. 3 Use Cases of ActionableInsights 17
  18. 18. Unique Digital Needs Influence Content Strategy Performics client (auto mfr) sought to understand:  How have participants evolved?  Does the auto they want correlate to online behavior segments? Social and Search Insights were integrated with traditional persona research to understand:  Where in-market shoppers research specific vehicles  What are key selling points for specific vehicles  Which vehicles are cross-shopped and why?  How should this evolve TV ads, promotions and our sales dialogue? 18
  19. 19. Prince William’s Dome Led to Free Branding Awareness Hair loss brand Rogaine passively listened and unexpectedly identified (a gem) that Prince William was a core target for social conversation around hair loss, leading up to the Royal Wedding. Insights revealed: – Preferences for specific foam products – Advocates claimed personal success stories – Brand opportunity to leverage royalty/celebrity figures as potential spokespeople in future marketing 19
  20. 20. Key Magnetization Issue Identified & Resolved A major hotel brand sought to understand why they experienced declines in guest bookings. Social listening exposed a significant issue amongst peer review sites. Insights enabled the hotel brand to react quickly and change their service provider. Insights revealed: – The hotel’s guest keys were constantly demagnetizing and not unlocking room doors“Hotel key kept demagnetizingand had to go to front desk for – Unhappy guests spread concerns across multiplehelp 2X.” Priceline travel review sites 20
  21. 21. Key Insights Should Form AnElevator Pitch 21
  22. 22. Insights That Form An Elevator Pitch BecomeActionable How this can help our business How we can get more in tune with our participants How we can embrace innovation How we compare against our competitors 22
  23. 23. Follow a Simple Framework to Better Understand Your Participants Cleanse Analyze Cluster Identify Apply Create the demos and align engagement additional profilesnoise, but and themes & with media research & and don’t behaviors gems and content data activate forget At this point you should have an idea of 2-5 dominating profiles 23
  24. 24. Making Quality Business Collect data for each audience segmentDecisions across all touch points Measure effectiveness Segment data using an into profiles organized and create framework for action plans testing Execute by delivering relevant messages and content through two-way dialogue
  25. 25. Integration of Data Sources is Key1. Social data insights should not only come from a listening tool2. Real-time data sources like Search Marketing need to be in the mix3. Integrate social into your CRM databases & track behaviors 25
  26. 26. All good marketing campaigns should be centered around your participant’sexperience. Search Email Social Display Apps Video Channels Content Finance Keyword/ Context Participant Business Operations Messaging Experience Metrics Testing Research Bid Marketing Strategy Analytics KPIs Testing Attribution Forecasting Segmentation Clustering 26
  27. 27. Next Steps1. Corporate culture can change with hope, empowerment and consistency.2. Build a council of stakeholders. Whether you have “social” in your title or not, you are all owners.3. Create a framework and process that enables the ability to fast track.4. Bridge the customer intelligence gap and invest in collective technologies. 27
  28. 28. Thank you!Christina 28