The document discusses social analytics and how IBM uses social media monitoring and analytics. It provides the following key points:
1. IBM monitors social media to gain insights into industry trends, product opportunities, partnerships and competitive activity. They use these insights proactively for research and reactively for crisis response.
2. IBM tracks key metrics from their social media monitoring like website traffic, funnel analysis, and path analysis to understand customer behavior and improve performance.
3. IBM uses marketing automation and integrates technologies like their website, social media, databases, and CRM systems to optimize conversions and measure impact. They can design and execute targeted campaigns across channels to generate leads and revenue.
Social Media Transformers in THE NEW FINANCIAL WORLD!!!Ahmed Buhazza
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector.
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Class leadership social media market researchgrantthibault
This document discusses how social media has impacted market research. It can complement traditional techniques by allowing for online focus groups and interviews. It has also created a need for new types of research on social media directly, from do-it-yourself analysis to using dedicated firms. While offering free, real-time insights, social media research also faces challenges like data quality issues and skewed demographics.
Creating a social recruiting strategy involves using social media to connect, attract, and recruit candidates. The key aspects are building a strategy around the four C's of social media - connection, collaboration, content, and conversation. Metrics should be used to measure the effectiveness of social media recruiting approaches and case studies show benefits like enhanced communication, cost savings, and increased talent pools.
MarketingSherpa's Creating a Social Marketing ArchitectureHubSpot
1) The document discusses how to construct a social marketing architecture to connect social media strategies and platforms.
2) It provides a ROAD map method for planning social media strategies involving research, objectives, actions, and devices.
3) The case study shows how integrating website, search, and social media tactics led to increased traffic and leads for an accounting firm.
This document discusses research and how it can inform brand strategy and marketing actions. It describes how a Vice President of a consumer goods company sees her role as selling soap through research. The document advocates using a wide range of data sources and digital analytics to understand customer behavior, brand engagement, and media impact in real-time. It proposes applying experimental design and other research techniques to digital marketing problems to help develop loyal customer segments and attribution strategies. Finally, it promotes an open-source community called ARO to bring together professionals from various analytics fields.
Social Media Transformers in THE NEW FINANCIAL WORLD!!!Ahmed Buhazza
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector.
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Class leadership social media market researchgrantthibault
This document discusses how social media has impacted market research. It can complement traditional techniques by allowing for online focus groups and interviews. It has also created a need for new types of research on social media directly, from do-it-yourself analysis to using dedicated firms. While offering free, real-time insights, social media research also faces challenges like data quality issues and skewed demographics.
Creating a social recruiting strategy involves using social media to connect, attract, and recruit candidates. The key aspects are building a strategy around the four C's of social media - connection, collaboration, content, and conversation. Metrics should be used to measure the effectiveness of social media recruiting approaches and case studies show benefits like enhanced communication, cost savings, and increased talent pools.
MarketingSherpa's Creating a Social Marketing ArchitectureHubSpot
1) The document discusses how to construct a social marketing architecture to connect social media strategies and platforms.
2) It provides a ROAD map method for planning social media strategies involving research, objectives, actions, and devices.
3) The case study shows how integrating website, search, and social media tactics led to increased traffic and leads for an accounting firm.
This document discusses research and how it can inform brand strategy and marketing actions. It describes how a Vice President of a consumer goods company sees her role as selling soap through research. The document advocates using a wide range of data sources and digital analytics to understand customer behavior, brand engagement, and media impact in real-time. It proposes applying experimental design and other research techniques to digital marketing problems to help develop loyal customer segments and attribution strategies. Finally, it promotes an open-source community called ARO to bring together professionals from various analytics fields.
This document provides an overview of content marketing. It discusses how content marketing can reduce costs per lead compared to other methods like paid search. It also outlines how to develop an effective content marketing strategy, including listening to audiences, understanding their needs at different stages, and sharing relevant and engaging content. The document concludes by emphasizing the importance of moderation in content sharing and providing contact information.
IABC Phoenix- Selecting Social Media PlatformsLaneTerralever
Selecting Social Media Platforms that Meet Business Goals and Client Expectations
This presentation will explore the proper use of consumer segmentation, the importance of carefully crafted content and how to engage your intended audience by choosing the most appropriate social media platform.
You will learn:
• How to utilize simple consumer insights to help select the best social media platform(s) for your business
• How to identify your business’s key segments and how to find those individuals on social media
• How to utilize social media platforms as a way to achieve business goals and obtain actionable results.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
This was a graduate project for my Market Research class. We were asked to find the value in digital coupons for a potential business as well as collect consumer data.
This document provides an agenda for a presentation on social media security and compliance for financial services firms. The presentation will cover introducing social media and its growing importance, regulatory issues, and steps firms can take to implement social media safely. It also profiles the speaker and her company Actiance, which provides social media compliance tools and services. Actiance helps over 100,000 users at hundreds of financial firms integrate social media while meeting regulations.
Holley P. Malia presented strategies for healthcare marketers to reduce costs and maximize returns on marketing investments given economic pressures and demands for more cost-effective approaches. She emphasized leveraging existing digital assets through repurposing content, optimizing websites for search engine optimization, and using low-cost or free online and social media strategies. Malia also stressed data-driven tactics like keyword research, defining customer personas, and email marketing with a focus on lead generation and nurturing.
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
The document analyzes Western Digital's social media performance over a 30-day period in June 2012 across Twitter, Facebook, and YouTube. It finds that Western Digital has a large social media presence on Twitter with over 19,000 followers but sees opportunities to improve engagement. Key recommendations include developing more varied and appealing content, stimulating more conversations, and addressing weaknesses like a lack of brand personality in tweets. Implementing best practices from other companies could help Western Digital better build its community and brand on social media.
The document discusses a webinar on social media opportunities and risks for enterprises. It covers the following topics:
- The social media landscape and trends in 2011, including increased spending on staff, training, marketing, and brand monitoring technologies.
- The social media lifecycle model involving establishing a strategy linked to objectives, creating a plan, and measuring results.
- Security and privacy risks of social media like hacking, malware, and information sharing, and the need for risk management practices.
The webinar aims to help enterprises navigate social media opportunities while mitigating legal, reputational and security risks. It focuses on a lifecycle approach to social strategy, implementation, and analytics.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Conferencia impartida durante el Congreso CRM + Social Media + Centros de Contato México 2011 organizado por Mundo Contact a cargo de Larry Augustin, CEO de Sugar CRM
The document is a presentation about using social media research to develop actionable strategies for chocolate brands. It discusses how social media monitoring can provide insights into brand perceptions, competitive landscapes, key consumer groups, and effective platforms. These insights can then be used to make recommendations around positioning, communication campaigns, and marketing approaches to drive positive conversations and perceptions online. The presentation emphasizes how understanding online brand buzz and sentiment across different social networks can help align marketing strategies and manage brands more effectively.
Leverage earned and owned media to create effective paid media programsdlvr.it
Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works.
Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.
This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
AI-powered assistant to help with compliance questions
Socialite Engage: Secure social media publishing and engagement
Socialite Enable: Granular controls for social networks
Socialite Monitor: AI-powered monitoring of all communications
Socialite Archive: Archiving and eDiscovery for all communications
Actiance Core
Identity & Access Management: Single sign-on for all apps
Activity Stream: Unified activity feed across all communications
Compliance Engine: Automated surveillance and moderation
Data Lake: Central repository for all structured and unstructured data
Integrations
CRM/Portals: Microsoft Dynamics, Salesforce, Redtail, etc.
Networks: LinkedIn, Facebook
The document provides information about Actiance, Inc., a company that provides social media compliance solutions. It discusses Actiance's global operations, dedicated social engagement team, client base including major financial institutions, and the capabilities of its platform to securely manage social media engagement and collaboration for businesses.
Harnessing social media to revolutionise market research. In this session, Mark Simon, Head of the Technology Practice at Toluna, demonstrated how the explosion in social media is opening up market research to a new breed of users, including case studies from Sony Music.
Kirsty Higgins, Head of Research at RAPP UK took us through how her agency used QuickSurveys to drive business advantage and agility within her organisation - and helped put research at the heart of the agency's creative process.
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
The document previews an upcoming session on driving engagement in direct marketing campaigns. It will provide 6 takeaways including focusing on customers, mapping customer experiences, building big creative platforms, providing better briefs, testing and iterating campaigns, and evolving creative elements based on customer learning. The session will be presented by representatives from Nissan North America and The Marketing Store Worldwide on October 16th at Breakers EK.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
The document provides an overview of key trends in digital media in the second quarter of 2012. It discusses growth in global internet usage, with significant increases in countries like India and Russia. In the US, both the number of unique visitors and average daily visitors to the internet increased year-over-year. Popular online categories included entertainment, social media, portals and community. The document also summarizes trends in online music and video, such as the dominance of VEVO, Pandora and Spotify in their respective spaces. Seasonality and pricing changes were noted to impact traffic for services like Netflix and Hulu.
How to Create and Maintain a Successful Loyalty Program Part CVivastream
This document discusses how communication is essential for an effective loyalty program. It notes that New Zealand Telecom's program was ineffective because 90% of customers did not know it existed. It recommends regularly communicating with customers to thank them for purchases, reinforce benefits, and make them feel part of something special. The document also stresses the importance of continuously improving loyalty programs through new rewards, benefits, and value to keep customers engaged. It notes that many customers do not abruptly defect but gradually reduce spending or change behaviors, so focusing on these "lapsing customers" can have a big impact on profits. The key is managing this downward trend through targeted communication and offers.
This document provides an overview of content marketing. It discusses how content marketing can reduce costs per lead compared to other methods like paid search. It also outlines how to develop an effective content marketing strategy, including listening to audiences, understanding their needs at different stages, and sharing relevant and engaging content. The document concludes by emphasizing the importance of moderation in content sharing and providing contact information.
IABC Phoenix- Selecting Social Media PlatformsLaneTerralever
Selecting Social Media Platforms that Meet Business Goals and Client Expectations
This presentation will explore the proper use of consumer segmentation, the importance of carefully crafted content and how to engage your intended audience by choosing the most appropriate social media platform.
You will learn:
• How to utilize simple consumer insights to help select the best social media platform(s) for your business
• How to identify your business’s key segments and how to find those individuals on social media
• How to utilize social media platforms as a way to achieve business goals and obtain actionable results.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
This was a graduate project for my Market Research class. We were asked to find the value in digital coupons for a potential business as well as collect consumer data.
This document provides an agenda for a presentation on social media security and compliance for financial services firms. The presentation will cover introducing social media and its growing importance, regulatory issues, and steps firms can take to implement social media safely. It also profiles the speaker and her company Actiance, which provides social media compliance tools and services. Actiance helps over 100,000 users at hundreds of financial firms integrate social media while meeting regulations.
Holley P. Malia presented strategies for healthcare marketers to reduce costs and maximize returns on marketing investments given economic pressures and demands for more cost-effective approaches. She emphasized leveraging existing digital assets through repurposing content, optimizing websites for search engine optimization, and using low-cost or free online and social media strategies. Malia also stressed data-driven tactics like keyword research, defining customer personas, and email marketing with a focus on lead generation and nurturing.
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
The document analyzes Western Digital's social media performance over a 30-day period in June 2012 across Twitter, Facebook, and YouTube. It finds that Western Digital has a large social media presence on Twitter with over 19,000 followers but sees opportunities to improve engagement. Key recommendations include developing more varied and appealing content, stimulating more conversations, and addressing weaknesses like a lack of brand personality in tweets. Implementing best practices from other companies could help Western Digital better build its community and brand on social media.
The document discusses a webinar on social media opportunities and risks for enterprises. It covers the following topics:
- The social media landscape and trends in 2011, including increased spending on staff, training, marketing, and brand monitoring technologies.
- The social media lifecycle model involving establishing a strategy linked to objectives, creating a plan, and measuring results.
- Security and privacy risks of social media like hacking, malware, and information sharing, and the need for risk management practices.
The webinar aims to help enterprises navigate social media opportunities while mitigating legal, reputational and security risks. It focuses on a lifecycle approach to social strategy, implementation, and analytics.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Conferencia impartida durante el Congreso CRM + Social Media + Centros de Contato México 2011 organizado por Mundo Contact a cargo de Larry Augustin, CEO de Sugar CRM
The document is a presentation about using social media research to develop actionable strategies for chocolate brands. It discusses how social media monitoring can provide insights into brand perceptions, competitive landscapes, key consumer groups, and effective platforms. These insights can then be used to make recommendations around positioning, communication campaigns, and marketing approaches to drive positive conversations and perceptions online. The presentation emphasizes how understanding online brand buzz and sentiment across different social networks can help align marketing strategies and manage brands more effectively.
Leverage earned and owned media to create effective paid media programsdlvr.it
Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works.
Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.
This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
AI-powered assistant to help with compliance questions
Socialite Engage: Secure social media publishing and engagement
Socialite Enable: Granular controls for social networks
Socialite Monitor: AI-powered monitoring of all communications
Socialite Archive: Archiving and eDiscovery for all communications
Actiance Core
Identity & Access Management: Single sign-on for all apps
Activity Stream: Unified activity feed across all communications
Compliance Engine: Automated surveillance and moderation
Data Lake: Central repository for all structured and unstructured data
Integrations
CRM/Portals: Microsoft Dynamics, Salesforce, Redtail, etc.
Networks: LinkedIn, Facebook
The document provides information about Actiance, Inc., a company that provides social media compliance solutions. It discusses Actiance's global operations, dedicated social engagement team, client base including major financial institutions, and the capabilities of its platform to securely manage social media engagement and collaboration for businesses.
Harnessing social media to revolutionise market research. In this session, Mark Simon, Head of the Technology Practice at Toluna, demonstrated how the explosion in social media is opening up market research to a new breed of users, including case studies from Sony Music.
Kirsty Higgins, Head of Research at RAPP UK took us through how her agency used QuickSurveys to drive business advantage and agility within her organisation - and helped put research at the heart of the agency's creative process.
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
The document previews an upcoming session on driving engagement in direct marketing campaigns. It will provide 6 takeaways including focusing on customers, mapping customer experiences, building big creative platforms, providing better briefs, testing and iterating campaigns, and evolving creative elements based on customer learning. The session will be presented by representatives from Nissan North America and The Marketing Store Worldwide on October 16th at Breakers EK.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
The document provides an overview of key trends in digital media in the second quarter of 2012. It discusses growth in global internet usage, with significant increases in countries like India and Russia. In the US, both the number of unique visitors and average daily visitors to the internet increased year-over-year. Popular online categories included entertainment, social media, portals and community. The document also summarizes trends in online music and video, such as the dominance of VEVO, Pandora and Spotify in their respective spaces. Seasonality and pricing changes were noted to impact traffic for services like Netflix and Hulu.
How to Create and Maintain a Successful Loyalty Program Part CVivastream
This document discusses how communication is essential for an effective loyalty program. It notes that New Zealand Telecom's program was ineffective because 90% of customers did not know it existed. It recommends regularly communicating with customers to thank them for purchases, reinforce benefits, and make them feel part of something special. The document also stresses the importance of continuously improving loyalty programs through new rewards, benefits, and value to keep customers engaged. It notes that many customers do not abruptly defect but gradually reduce spending or change behaviors, so focusing on these "lapsing customers" can have a big impact on profits. The key is managing this downward trend through targeted communication and offers.
This document discusses how Heifer International and Acxiom partnered to better understand Heifer's donors in order to increase impact and revenue. Acxiom analyzed Heifer's donor data along with external lifestyle and demographic data to identify key donor segments. They found differences between new donors, sustaining donors, and occasional donors in areas like age, income, interests, and geographic location. This allowed Heifer to personalize their outreach and anticipate donor needs more effectively. Acxiom then built a regression model to predict which donors are most likely to become sustaining donors going forward.
Key Considerations for Embracing Customer-Centric MarketingVivastream
The document discusses AT&T's shift toward more customer-centric marketing. It summarizes their efforts in 2011, including embracing new technologies and focusing on direct, one-to-one communications. The key to transformation is organization, measurement, databases, testing, and creative design. A case study highlights how AT&T designed a campaign around customer imagery, calls to action, and new devices through innovative tactics like special promotions. Overall, the document outlines AT&T's move toward more personalized and targeted marketing approaches.
Leveraging Social Media to Reach B2B CustomersAlex Flagg
When you think of social media, do you think of running Facebook contests and videos of cats playing Patty Cake? Think again. Your B2B customers are increasingly using social media to gather product information and short list vendors.
This presentation covers 1) How B2B customers behave differently than their consumer counterparts, 2) How to develop and orchestrate an editorial plan to reach your B2B audience, 3) Recruiting your social media ambassadors, 4) The importance of Search Engine Optimization 5) Measuring the Share of Conversation.
Alex Flagg
Manager, Social Media and Digital Content Enablement
HP Enterprise Segment Marketing
In HP’s Worldwide Enterprise Segment, Alex leads a unique organization dedicated to increasing HP’s influence and participation in key B2B conversations with customers through social media channels. Alex is a dynamic B2B marketer with more than 18 years experience leading teams and running strategic marketing programs for HP, Sun, Microsoft, and AT&T. In his advertising career, Alex was among the first to buy online media in 1995 and helped shape the industry by proposing the first Internet advertising standards. Alex has a deep understanding of how to create engaging B2B editorial content, how to leverage social media to maximize content reach and how to utilize search engine optimization to ensure content find-ability and relevance.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
Social media provides opportunities for businesses but also risks that must be managed. It allows enhanced communication, branding and insights but could spread information quickly in a crisis. Most executives see risks but few have formal incident or policy plans. Governance is key to harness social media benefits while avoiding issues through training, monitoring and defined strategies.
This document introduces a new framework called Social Marketing Analytics for measuring results in social media. It provides a process that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives. The framework begins with defining corporate goals and business objectives, then identifying key performance indicators to measure success. It concludes with implementing specific operational tactics. The framework is designed to minimize confusion and deliver tangible results for social media marketing efforts.
Social media is changing constantly, empowering consumers with travel tools that influence their destination, accommodation and activity decisions. Platforms like Facebook and Pinterest are bringing the experiences of other consumers to the forefront, while mobile and location-based technologies are enabling travelers to make more spontaneous, well-informed plans with minimal hassle.
Join us for an overview of the latest trends in social media, a conversation about opportunities for marketers, and a deep dive into social media’s relevancy to the travel industry.
2012 OTA Conference - Social Media BootcampJessica Folger
The document provides an overview of a social media bootcamp presented by OTA. It introduces several speakers from OTA who discuss their backgrounds and roles in developing social media strategies. It then outlines the topics that will be covered in the bootcamp, including how social trends are impacting travel, analyzing competitors' social media presence, integrating social and mobile platforms, developing a social media strategy focused on creating value for consumers, and key metrics for measuring social media performance.
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
This document discusses incorporating social CRM initiatives into a traditional Microsoft Dynamics CRM 2011 strategy. It covers monitoring social networking channels, using social insights for sales, marketing and customer service, measuring social CRM results, and enabling enterprise collaboration. Specific tools are also presented, such as CoTweet for customer service, ClickDimensions for social discovery, and Vibe and Pulse for collaboration. The presentation aims to help organizations learn from and engage with customers on social media.
Ceramic Tile Distributors Association Social MediaJeff Risley
This document discusses harnessing the power of social media for businesses. It outlines a 3 step social media strategy of listening and learning about conversations on social platforms, planning a social media policy and engagement strategy, and then engaging with stakeholders through various tactics like generating leads, addressing customer complaints, creating an online community and identifying influencers. The goal is to use social media to build relationships with stakeholders and educate them about products and services.
This document summarizes a webinar about using Pinterest analytics and social media ROI. The webinar covers measuring key Pinterest metrics like pinners, pins, boards, traffic and sales. It discusses identifying influential pinners and optimizing content. The webinar also explains how to run Pinterest promotions to drive engagement. Finally, it introduces the Pinfluencer tool for Pinterest marketing and analytics.
This document discusses social media strategy and brand management. It defines social media as internet-based tools for sharing and discussing information among human beings. It outlines the "old way" of marketing by shouting at customers versus the "new way" of listening to facilitate conversations. It discusses monitoring social media to understand customers, competitors, and a brand's online perception. It provides steps for social media strategy including goal setting, engagement, monitoring, and measurement. It emphasizes responding helpfully to audiences and setting goals, standards, and metrics to measure non-financial impacts of social media.
This document provides marketing advice for startups. It discusses understanding customers, evolving approaches to marketing from the 1980s to today, and challenges with marketing disruptive or innovative technologies. Key points include the importance of understanding human behavior, systems thinking, collecting customer feedback, targeting non-users, minimizing resistance to new products, and focusing on long-term customer value over short-term gains. Resources like books and marketing platforms are recommended for additional information.
This document discusses developing a social media strategy. It begins by noting how customers, companies and the world have changed with new technologies and media choices. To develop an effective strategy, companies should ask who their key influencers are online and what is being said about the company. The document then outlines Forrester's four steps to social media: understand your people and objectives, develop strategies, and determine which technologies to use. It provides examples of listening tools, objectives for different departments, considerations for strategies, and an overview of various social media technologies. The key is to join the conversation online, engage customers, add value for them and ultimately connect with customers to make social media successful.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
This session will focus on defining and measuring success for social media campaigns. Join us for an exploration of the various common Key Performance Indicators (KPIs) and the best practice methods for measuring them. Make sure to bring your campaign ideas and challenges as we'll be analyzing some of your examples!
Takeaways:
- Real metrics for success (hint: it's not about the followers!)
- Practical and cost effective ways to measure them
- A good understanding of how to use the data to improve
The document discusses Dell's strategy for building and sustaining online communities. It describes how Dell established a centralized Social Media and Community team to embed social media into the company. The team focuses on listening to customers, training employees, and establishing governance and metrics for online communities.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
This document contains a list of 14 single words, each beginning with a different letter, ranging from A to T. The words include various materials, colors, audio equipment and other nouns. Overall, the document presents an alphabetical listing of short single words from different semantic categories.
This document provides an overview of software quality assurance. It discusses key quality concepts, quality control, the cost of quality, and software quality assurance. It also describes formal technical reviews, statistical quality assurance, software reliability, and the components of a software quality assurance plan. The goal of software quality assurance is to achieve a high-quality software product through standards, reviews, testing, and other quality control measures.
The document describes JEEVA, a mobile application for recognizing, collecting, sharing, surveying, and exploring flora and fauna. The app allows users to take photos of plants and animals and upload them to the system for identification. If the photo is of a new species, the user can start a new section for it. Otherwise, the user can update existing details. The app is intended for academic, conservation, exploration, and nature lovers to study nature. It has features like image recognition of species, location-based species reporting, automatic species notifications, guides and checklists, article writing and sharing, and discussions. Potential users include students, researchers, tourists, Ayurvedic practitioners, conservation organizations, nature lovers
This document provides tutorials for learning Apex programming using the Force.com platform. The tutorials cover topics such as creating custom objects, using the Developer Console, creating sample data, defining classes, Apex language fundamentals like data types and variables, executing transactions, adding triggers, writing unit tests, and integrating Apex with Visualforce. The goal is to provide hands-on exercises to help developers learn the Apex language and how to develop applications using the Force.com platform. Completing the tutorials will equip developers with essential Apex programming skills.
Breaking Up is Hard to Do: Small Businesses’ Love Affair with ChecksVivastream
This document discusses small businesses' reliance on checks and the challenges they face in adopting electronic payments. It notes that small businesses write billions of checks per year at high costs. While checks meet their needs of being easy to use and widely accepted, electronic payments could offer benefits like cost savings and fraud protection. However, small businesses are often too busy with core operations to prioritize alternatives. The document also outlines hurdles small businesses face in using ACH or credit cards, such as navigating bank requirements and understanding fees. It suggests that businesses more open to electronic payments tend to have standardized payment processes or receive remittance data with payments.
Banks see Smart Commerce as a growing threat that could distance them from customers. Smart Commerce is defined as involving digital payment methods that simplify purchases and enriched communication between merchants and consumers using mobile technology. It is driven by demand from both consumers and merchants, and by large profit pools outside of just payments, particularly merchant sales promotions. Many banks believe Smart Commerce will become widespread within two years and pose the main risk of intermediating banks and reducing their relevance in consumer commerce.
This document summarizes key findings from a global consumer banking survey conducted by EY. Some of the main points include:
1. Customer advocacy and trust in their primary banking provider is high, driven largely by positive customer experiences. However, banks still have opportunities to improve certain aspects of the customer experience.
2. Convenience through digital banking channels is important to customers, but mobile banking features still lag online banking. Simplifying fees and communications remains a top priority.
3. Customers are generally satisfied with their primary bank but open to switching for better service or advice. Segmenting customers reveals opportunities for banks to better meet different needs.
4. Banks should focus on making banking simple and clear
This document summarizes the key findings from EY's 2014 Global Consumer Banking Survey. Some of the main points include:
1. Customer trust and advocacy are important drivers of growth for banks. Customers with complete trust in their primary bank are much more likely to recommend them.
2. Customer experience is a key factor influencing trust and advocacy. Customers cited how they are treated and quality of communications as important reasons for trust. Experience also influenced account openings and closings.
3. Banks can improve the customer experience by making banking simple and clear, providing helpful advice, and resolving problems well. Specifically, banks should improve fee transparency, mobile and online banking, and customer service.
Sereno is a fraud detection solution that uses image analysis and multi-source correlation modeling to identify check fraud. It integrates with existing image processing systems and analyzes check images using multiple recognition engines to flag potential fraud. Sereno reduces false positives and focuses analysts on a small number of suspect transactions. It builds databases of check stock and signatures over time to improve accuracy. Sereno provides cost savings through reduced manual review and losses from fraud while allowing banks to expand their fraud detection capabilities.
Orbograph's new Accura XV solution leverages Next Generation Recognition (NGR) Technology to provide virtually 100% check processing performance at the teller. The solution achieves read rates as high as 95% and can attain 100% read rates on small transactions using V100 mode. It provides tangible benefits like reducing data entry costs and recognition errors as well as intangible benefits like highly reliable technology and streamlined processes. Accura XV is the foundation for all of Orbograph's centralized and distributed recognition solutions and services.
Growth in remote deposit capture is driving additional requirements in check recognition. Orbograph provides a scalable check recognition solution for RDC that uses multiple recognition engines to achieve read rates from 90-98%. The solution can identify alterations, validate fields, and ensure image quality to reduce fraud while streamlining the deposit process. Orbograph offers flexible licensing and deployment options to meet the needs of various sized financial institutions supporting desktop, consumer, and mobile RDC.
The document introduces Orbograph's Healthcare Payments Automation Center (HPAC), a cloud-based platform that hosts two services: P2Post for converting paper explanation of benefit forms into electronic files for practice management systems, and E2Post for matching electronic funds transfer payments to remittance advices. By leveraging image processing and recognition technologies, HPAC can convert claims at high volumes while reducing costs up to 60% by eliminating manual data entry and exceptions. The platform provides adaptive onboarding of forms, HIPAA compliance, and guaranteed performance.
The document discusses next generation check recognition technologies that can improve teller image capture (TIC) and remote deposit capture (RDC) workflows. It outlines several business problems with early generation technologies like low read rates, balancing issues, and fraud risks. Next generation technologies aim to solve these by using multi-engine correlation, dynamic thresholding, item verification, and check box detection to achieve near 100% recognition performance and reduce errors. The benefits include cost savings, improved efficiency, customer experience, and reduced fraud.
Orbograph introduces Automation Services and Automation Services LE, innovative recognition solutions that provide up to 40% labor cost savings through high levels of automation and accuracy. Automation Services achieves 98% automation and 99%+ accuracy, while Automation Services LE attains 90% automation with 99% accuracy. Both solutions support various check processing workflows and can be implemented on Orbograph's legacy OrboCAR platform or new G6 Enterprise Recognition Technology platform. Orbograph also offers managed recognition services to continuously monitor performance and ensure solutions meet guaranteed service levels.
Orbograph is a provider of electronic solutions for healthcare revenue cycle management and check processing recognition software. It has over 1,500 financial institution and biller clients that process billions of documents annually using Orbograph's technologies. Orbograph converts paper-based documents like EOBs into electronic files to automate payment data reconciliation and provide reporting tools. It is a subsidiary of Orbotech and was founded in 1996, employing over 50 people who serve the banking, financial, and healthcare industries.
1. What is the Value of
Social Analytics?
Christopher Hosford
East Coast Bureau Chief
Crain's BtoB | BtoB's Media Business
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group
3. ‘Social Media
Marketing Matures’
A study by BtoB
• Survey fielded in March 2012 to B2B
marketing professionals in the U.S.
were researched via a 30 question
online survey.
• A sample of 622 completes were
achieved.
14. Thank you!
Christopher Hosford
East Coast Bureau Chief, BtoB
chosford@crain.com
@cfhosford
15. From Social Media Monitoring
to
Social Intelligence
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions
16. Key Reality: New Buyer Behaviors
SiriusPerspective: Many organizations have yet to recognize that
a new buyer reality calls for new approaches to enablement.
1. Loosening of the Status
Quo
79% start their evaluation
Education
with search Phase
2. Committing to Change
3. Exploring Possible
33% consult peers and ask Solutions
questions on social sites
Solution Phase
4. Committing to a Solution
5. Justifying the Decision
53% consume vendor social
content and do research Vendor
Selection Phase
6. Making the Selection
16
17. Buyer’s Least Trusted Sources
SiriusPerspective: While they value content from suppliers and social
media, there is evidence buyers are struggling to find thought leadership.
Most often
selected
Hmmm…
Source: SiriusDecisions
17
18. Social Media Monitoring
SiriusPerspective: Social media monitoring provides a wealth of
data that organizations can leverage for insight.
Geographies
Influencers
Competition
Partners
Employees
18
19. From Social Monitoring to Social Intelligence
SiriusPerspective: Monitoring should be both proactive
(research-oriented) and reactive (defense-oriented).
Reactive Proactive
• Crisis response • Industry trends
• Conversation/comment routing • Product optimization
• Sentiment tracking • Product opportunity
• Mentions/activity metrics • Partnership opportunities
• Network size (friends/followers/subscribers) • Competitive activity
• Campaign/program impact • Competitive strategy
• Social Web traffic • Conversation voids
• Competitive landscape • Influencer trends/interests
• Social personas
• Early warning system
19
20. A Social Intelligence Process
SiriusPerspective: Social intelligence gathering should be driven
by (and report on) specific objectives and desired insights.
20
21. Social Impact Metrics
SiriusPerspective: The shift away from traditional brand metrics
(reach, sentiment, share of voice) is critical to show impact.
What are the top metrics you use to measure impact?
Tradi onal brand metrics
Customer sa sfac on/
14% 28% loyalty
Analyst influence
34% 8%
Demand increase
16%
Revenue
21
22. Measurement/Insight: Reporting
SiriusPerspective: Demonstrate how customers and prospects
are using social media throughout their buying cycles.
Best Practice
October Results
• 10 new posts
Blog • 5 comments
• 15 new RSS subscribers
• 2 linkbacks
• 35 new Twitter followers
Social Networks • 28 retweets
• 9 new Facebook fans
• LinkedIn group created
• 3 new videos on Web site/YouTube
Multimedia • 101 total views
• 9 new YouTube channel subscribers
• 2 comments on YouTube
22
23. Measurement/Insight: Social Dashboard
SiriusPerspective: An effective social dashboard communicates both
activity and impact, providing key data in an executive summary.
Reputation Demand Creation Enablement
• Page views, unique visitors • RSS subscriptions • Number of downloads
• Links, referrals, tags, ratings • Search engine rankings, (podcasts)
• Number of blog comments, keyword and phrase • Number of visits and
Activity positive vs. negative blog mentions
• Links, referrals, tags
posts (blogs, community)
• Content accessed
comments
• Community metrics
• Customer satisfaction • Waterfall conversion rates • Rep performance
• Retention • Response rates • Training time
• Net Promoter Score • Pipeline acceleration lift • Certification levels
Impact • Participation level, support (deals moved, velocity) •
•
Deal velocity
Content usage (vs.
resolution velocity
• Sentiment, tone, influence, benchmark)
relevance
23
24. Measuring Social Impact
SiriusPerspective: Tracking the impact on waterfall conversion rates
is a critical element of gauging the success of social media.
.
Without With
Social Social
Inquiries
(2% Response Rate) 2,000 2,600
Organizations with an integrated
4.1% social strategy gain an average of
Marketing Qualified 30 percent more inquiries than by
Leads (MQLs) 78 107 relying on typical outbound tactics
alone
62.0%
Sales Accepted
45 66
Leads
47.5% While organizations are using
Sales Qualified social media at later waterfall
Leads (SQLs)
22 31
stages, we currently assume
22.1% conversion rates remain constant
Closed/Won
beyond the inquiry stage
Business 5 7
24 Source: SiriusDecisions
25. IBM Case Study on Social
Analytics
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group
26. IBM Case Study
• IBM Software Group Social
Networking
Sites and
Communities
• Social Marketing – Why It Matters
• How IBM Tracks the Health of Its Business
─ WW Analytics for Smarter Planets
─ Marketing Automation and Technology Integration
• What Social Analytics Does for Us
26
27. IBM Software revenue for 2011 was $24.5B
• 4,700 products sold through sales reps,
business partners and online
• Web presence in 61 countries
• IBM Software Solutions
– connect and collaborate
– drive business integration and
optimization
– manage security, risk and compliance
– optimize business infrastructure
– enable product and service innovation
– turn information into insight
28. CMO's Top 2 Issues: Data Explosion and
Social Media
Under preparedness
Percent of CMOs selecting as “Top 5 Factors”
Need for change to deal with data explosion
Percent of CMOs indicating high/significant need
Data explosion 71%
Social media 68% Invest in
73%
technology
Channel & device choices 65%
Integrate
Shifting demographics 63% 69%
insights
Financial constraints 59%
U nderstand
65%
Decreasing brand loyalty 57% analytics
Growth markets 56% Rethink
64%
skill mix
ROI accountability 56%
Collaborate
Customer collaboration 56% 52%
with peers
Privacy considerations 55%
Validate
49%
Global outsourcing 54% ROI
Regulatory considerations 50% Address 28%
privacy
Corporate transparency 47%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673
28
29. IBM Web traffic is a marketing asset
3 million people connect with IBM SWG each month through
3 million people connect with IBM SWG each month through
www.ibm.com/software
www.ibm.com/software
S o c ia l M e d ia G u id a n c e
D o n n a B ie g
152 people per minute
(24/7)
Web functions in a way similar to reaching the target
audience at a signature conference every hour.
29
30. Intercept online prospects and progress them
30
to leads and revenue
1. Draw visitors via
1. Draw visitors via 2. Engage with
2. Engage with 3. Ensure response
3. Ensure response
key word searches
key word searches compelling content and
compelling content and follow-up
follow-up
offers and aa live chat
offers and live chat
rep to answer questions
rep to answer questions
Organic Paid
30
31. IBM Digital Dashboard: Bringing it all together
• Key performance metrics help us
understand and act
– Importance of connecting data
– Automating feeds for digital
dashboards
– Analysts recommend actions
based on a series of factors and
trends
31
32. Web Analytics investigates Customer Navigation
Funnel Analysis Path Analysis
• What % of customers are reaching • What % of customers are leaving
their destination? the site?
• What % of initial customers • What are the most popular links
completing the form? for this path?
32
33. Worldwide analytics for Smarter Planet
• Total visits continue to climb, with 30% more visits in 2011 compared to 2010
• WW Dashboard by Smarter Planet topic to understand visitor behavior
– Reach and Engagement
– Daily and monthly visits trends
– Top pages and page types
– Traffic Sources
• Top Domains
• Organic Search and Paid Search
• Social Media
– PDF downloads, Video plays and Top Solution pages
33
34. Marketing Automation and Technology
Integration
Social Communities
Social Communities
Key Word Search
Web Page I
c a n te
m g ra Marketing Automation
p a te
ig d Platform Pipeline
Ho ns
B e h a v io r a n d v i lis t Marketing metrics
Contact
e w ic
p e rfo rm a n c e Database management
a n a ly s is e rs
Campaign M gmt
i gg s
Lead
CRM
Tr tic delivery
a ly A P Lead Mgmt
s
A no n M g e Contact
p a
Advanced Features information
Offer/Registration
SiriusPerspective: A set of integrated technologies enables advanced Web site conversion optimization.
Business Intelligence
34
34
35. Unica Technology at IBM
Integrated with
existing IBM systems
Allows Database
Marketers to design Allows Lead Development
and execute end-to- Reps to efficiently manage
end campaigns Marketing Planning
proactive tele campaigns and
reactive response follow-up
Marketing Database
Manages email design
and execution An IBM Cognos® real-time
Touch and fatigue mgmt
operational reporting portal
embedded in Unica's user
Data matching interface, which provides current
information on clickthrough
Allows Local Demand rates, campaign responses and
Programs Sales—CRM system responses sent to Unica Leads
Professionals to easily
execute pre-designed Web Registration systems
Cognos
Cognos
campaigns Dashboard
Dashboard
Marketing Automation environment at IBM:
•
IBM WebSphere® Business Modeler for documenting improved business processes
•
IBM Rational® ClearQuest® tools for managing project enhancements and defects
•
IBM WebSphere Application Server with its integrated deployment manager for effective
management of the entire application solution on both IBM System p® and System x® servers
•
Centralized marketing databases running on IBM DB2®
35
35
36. Beyond generating leads and revenue…
• Create new forward-thinking markets
• Use social media engagement to
─ Expand market reach through
relationship-led influence
─ Facilitate collaborative experiences
and dialogue that customers value
─ Gain insight for market strategy,
messages and offerings
• Showcase our own experts and
collaborative software technologies to
increase insights
36
IBM Software products sold through sales reps, business partners and online IBM Software has a web presence in 61 countries IBM Software addresses business needs connect and collaborate drive business integration and optimization manage security, risk and compliance optimize business infrastructure enable product and service innovation turn information into insight IBM Software portfolio has 4700 products Mission to develop software solutions and acquire software companies that address unmet customer needs
Data Explosion and Social Media are at the top of the CMO challenge list. CMOs are overwhelmingly under prepared to take charge of the growing volume, velocity and variety of data. The majority of respondents recognize this. More than two-thirds believe they will need to invest in new tools and technologies, and develop new strategies for managing big data. Two-thirds likewise believe they will need to change the mix of skills within the marketing function and enhance its analytics capabilities. More surprisingly, though, relatively few CMOs are thinking about the profound policy implications of big data – especially those relating to privacy and security. Only 28 percent consider it necessary to change their privacy policies, for example, despite the numerous ways in which customers’ privacy can now be compromised.
The Web pulls 36M unique visitors into IBM to look at our solutions each year. That adds up to 3M/month and over 87K each day. When you look at the web compared to other events it helps us reach 3,652 visitors every hour and 152 visitors each minute When our audience begins to address a business or IT issue, they use the web by using search engines to find information looking for a community of others like me who are dealing with the same issue seeking out expert forums or blogs Our audience visits the web at least once a week for this purpose of research and evaluation of software business products for their company. They are responsible for Reviewing, researching Suggesting products Serve as decision maker (44%)
IBM tries to target key words on our web pages and in blogs and communities that will intercept visitors and link them to our website. Once they arrive at the web pages, they have compelling content and offers to encourage more engagement. An important way to engage is through live chat which presents a popup windown with an invitation to engage via a chat session. This initiative along with a “We're here to help” box helps to channel interested visitors into our marketing automation system and sales.
Here are examples of the some representative reports in the digital dashboard. They include key performance metrics that help us better understand the business so we can help campaign and execution teams act..
Analytics includes funnel and path analysis to help us understand customer online actions. We can tell a lot about a visitors preferences through this analysis. Funnel analysis helps us understand if they achieve their goals by determining answers to questions: What % of customers are reaching their destination? What % of initial customers completing the form? What type of offers are visitors selecting? Path analysis helps determine where visitors com from and where they are when they leave our site. This can be used to determine if our content and offers need updating.
Smart Planet has been a very effective program to pull visitors into the web pages to learn more about IBM solutions. Year to year traffic is up 30% as you can see in this report. We track a series of KPIs including visits, visitors, social media, video views and downloads.
Sirius Decisions has a technology framework that shows the importance of web content optimization and marketing automation working together. This diagram shows the process from the web registration form which provides the visitor profile and contact information to enable sales to convert an inquiry into a lead and capture contact data in the backend CRM system for future marketing.
IBM has deployed Unica Marketing automation worldwide to provide a much more effective process to create, nurture and progress leads. Here is a summary of the current technology in place.
The benefits from social media and social analytics go beyond leads and revenue. Social businesses are using social media to facilitate collaborative experiences and dialogue that customers value. So, in addition to expanding reach and gathering market intelligence, we are using social media and engaging in communities for thought leadership, customer care and customer response, social selling, and improving the two-way dialog with customers, partners, and our communities. When we consider how best to apply social to marketing initiatives, it's important to consider the time time dimension to listening and anlysis. During the social media intelligence gathering and analysis process, there's real-time response (ala crisis management and immediate response by SMEs) and then there's the analytics over time to understand trends and predict future actions and buying preferences.