This document outlines a process for using social listening tools to gain actionable insights. It involves first understanding a brand's objectives and situation, then analyzing conversations using that framework to uncover insights about audiences, opportunities, and how to connect with customers. Insights include audience segments, concerns, media habits, and optimal content and messaging. Recommendations are provided on strategic and tactical application of these insights. The process aims to improve marketing performance and customer acquisition.

1. Stage 1: Listening for
Actionable Insights

2. Why aren’t your social listening tools giving you
the big insights you thought they would?

3. Tools don’t create big
insights; people do.

4. Online conversations are abundant
with people’s perceptions about:
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Their lifestyles, wants, & needs
Your brand and your products & services
Your competition

5. Social listening tools are great at capturing
that conversation. They tell you:
Sentiment index
Conversation volume
Trending conversations
Top influencers
Keyword trends
Often, however, these stats are “nice-to-know”
but not necessarily actionably insightful.

6. Through 100mph’s process, we tell you:
1. Why is your brand struggling or succeeding?
2. How can you build deeper relationships with
your audience?
3. What are their preconceptions of your brand?
4. Where are the untapped opportunities that can
help you achieve your marketing objectives?
5. What kinds of campaigns should you be
considering to address these factors?

7. It comes from our unique approach.
We start by listening to you.
Before we begin, we sit down with
you and your team to understand
your brand, your business objectives,
and your pain points. We create a
listening framework that describes
your unique business situation.

8. And only then do we begin using the tools…
…yet we recognize their limitations.
Tools cannot deliver crucial qualitative or
quantitative insight on their own.
They only give us the raw material for the
insights - the actual conversations.

9. We apply the listening framework
to the raw conversations.
We review thousands of only the most relevant conversations,
while applying the lens of your unique business situation.
And through this process uncover deep insights on how best to
connect your value proposition with your customers.

10. Comments
Mapping the audience journey
We gauge precisely when, where, and with what
content to engage and influence your audience.
With a comprehensive overview of your audiences’ lifecycles, we
identify themes & key contributors throughout their media journey.

11. We determine optimal channel, content, and budget
prioritization by stage - across the customer lifecycle.
Media spend: 10% 20% 30%
Building on our knowledge of the specific media habits and needs
at progressing stages throughout the customer lifecycle, we determine
the highest-priority media opportunities and content gaps we should fill.

12. Finally, we inform keyword, content, and
ad copy using deep audience insights.
Personas, their concerns, &
their media habits emerge:
Patient
$
! 65%$male$
! 50%$between$50.75$yrs$
! 75%$of$talkingis$on$
Facebook$
! 60%$complain$of$bloa;ng,$
20%$high$cost$
Audience Profiles$
Caregiver
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! 75%$female$
! 50%$between$30.50$yrs$
! 50%$of$talking$is$on$
Facebook$
! 60%$feel$helpless$
Healthcare Provider
$
! 55%$female$
! 50%$between$50.75$yrs$
! 50%$of$talking$is$on$$
YouTube,$20%$TwiCer$
! 60%$discuss$therapies,$$
20%$upcoming$trials$
Relevant audience
discussion volume:
Identifying customer segments and the stages of their cycle
enables us to improve content relevance and ad focus,
more effectively responding to the needs of your audiences.

13. Result: The roadmap needed to guide
your brand through the Social Age
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14. Applying this Methodology to your brand
The insights and recommendations we deliver will improve
ad placement and content, ensuring messaging is on-target
and channel placement will reach your desired
in-market audience segments efficiently.
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Through this, your marketing effort will benefit with
improved media performance and customer acquisition.

15. Marketing Insight Activation Process
Step #1: Establish the primary and secondary audience, marketing, and
brand objectives. Then, apply them to the listening framework.
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Step #2: Carefully review the data through the listening framework, and
establish patterns and meaningful themes emerging through the data.
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Step #3: Identify strategic insights and implications for your brand’s
approach to engaging and converting the brand’s audience.
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Step #4: Apply the data to determine - by audience segment -
ideal messaging, content, advertisements, and placement of each.

16. We align brand messaging priorities
to address comments your
prospective customers are voicing online.
Audience
Segments
Themes
by Segment
Insights
Implications
Strategic
Tactical
Application
Among the deliverables is a planning document for each audience
segment, stage, and their respective messaging, channel, and priority -
proactively responding where most likely to influence in-market prospects.

17. What can we learn about each stage
with the in-market audience?
Observations
uncovered
through
online
discussions
What surprises us? What resources will help these people (choose you)?

18. What perceptions do people have that
your brand should leverage or address?
Themes
by Segment
Supporting
Facts Insights
Segment awareness
Segment knowledge-building
Segment intent
Engagement by digital channel
Conversation hotspots
Understanding the audience: What’s their decision path?
Where do they do research? How can we influence their direction?

19. How can we do a better job
of getting through to them?
Insights Implications
Issues to discuss in content, by audience
Topics to align search ads against, by segment
Media channel habits, by segment
Communication opportunities, by segment
Optimal content, by stage in segment cycle
Relevant
Content
Responsive
Messaging
Channel
Placement
Optimal
Timing

20. On-target messaging delivered at the right times
over the lifecycle will boost conversion rates.
Audience
Segments
Themes
by Segment
Insights
Implications
Strategic
Tactical
Application
Responsive
Content
Creative
Messaging
Channel
Placement
Optimal
Timing
Respective opportunities and recommended budget allocations
will be outlined by segment, by channel, along with their
projected traffic and conversion impact.

21. Thank you for listening.
Contact us:
brent@100mph.us