Hundreds of thousands of conversations happen on social media every day, which means there are countless opportunities for your brand to join in. But you can’t expect to reach your customers there if you aren’t first listening to what they’re talking about. If your entire organization values social listening, your brand will be able to meet your customers in the conversations they’re actually having. What really matters to your audience? How do they talk about products and services they love? What are they looking for from brands? Learn this and more in our exclusive webinar. 

 The panelists will discuss: 
 -How to make social listening a part of your brand’s ethos 
 -How to incorporate social listening into all departments 
 -How to use data from social listening for actionable insights into your content and customer service strategies 
-The best platforms to execute social listening

1. Is Social Listening Part of
Your Brand’s DNA?
#SMTLive

2. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

3. #SMTLive
Our Panelists
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that
connect large organizations with people they want to influence. As traditional media went digital, and the internet
went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts.
@RobinCarey
Apryl Pilolli is the lead social media analyst at Cox Media Group where she has the challenging role of providing
data and analysis to CMG's 70+ TV, radio and newspaper properties. Apryl assists with identifying trends in social
audience behavior and developing strategies for improving performance. She has worked in the media industry
for almost 18 years as a photojournalist, editor, designer, and analyst and has won numerous awards from
the Associated Press for her work. @aapilolli
Nick Ayres is the Global Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads
the strategic and tactical social marketing efforts globally, and is focused on delivering an integrated social strategy to
support the company’s business objective of delivering preferred brands. Immediately prior to IHG, Nick spent nearly
five years with The Home Depot helping architect the company’s approach to social marketing as well as serving
across several other functions including eCommerce, interactive marketing, brand management and new product
development. @nickjayres
Lauren Harper started her career as a Community Manager for a business community site, then moved
over to Eloqua to manage their social communities. Lauren is now the head of social strategy for the
Oracle Marketing Cloud. @LaurenEHarper

4. #SMTLive
Authenticity creates loyalty. The
surest way to get fans & keep
them is to be authentic on social
media. Let them see behind the
curtain.
5 PRINCIPLES OF SOCIAL LISTENING &
ENGAGEMENT
@LaurenEHarper

5. #SMTLive
Fans want to feel like they are
part of something special.
5 PRINCIPLES OF SOCIAL LISTENING &
ENGAGEMENT
@LaurenEHarper

6. #SMTLive
Everything is a story.
Stop telling your story, let your
customers tell your story instead.
5 PRINCIPLES OF SOCIAL LISTENING &
ENGAGEMENT
@LaurenEHarper

7. #SMTLive
Tough fans can raise your game.
We get better when our followers
push us. Don’t be afraid of negative
comments – learn from it.
5 PRINCIPLES OF SOCIAL LISTENING &
ENGAGEMENT
@LaurenEHarper

8. #SMTLive
Spark conversations then let them
happen.
Make the conversation about what
matters to your customers and
followers, not what matters to you.
5 PRINCIPLES OF SOCIAL LISTENING &
ENGAGEMENT
@LaurenEHarper

9. #SMTLive
The average person spends 1.72
hours every day on social media,
which represents 28% of all online
activity.
GlobalWebIndex
STATS DON’T LIE
@LaurenEHarper

10. #SMTLive
72% of buyers use social media to
research companies before making
a purchase.
DemandGen survey
STATS DON’T LIE
@LaurenEHarper

11. #SMTLive
70% of people are more likely to
make a purchase based on a
friend’s social media updates.
Mark Schaefer
STATS DON’T LIE
@LaurenEHarper

12. © 2014 IHG
Is Social Listening Part of Your
Brand's DNA?
Nick Ayres
Global Director, Social Marketing
April 28, 2015

13. © 2015 IHG
Who is IHG?
We are one of the world’s leading hotel companies.
We have the industry’s first and largest loyalty
program.
13
@nickjayres #SMTLive

14. © 2015 IHG
Our motto: Whatever you do, don’t be not useful
14
@nickjayres #SMTLive

15. © 2015 IHG
Let’s talk about (social) listening
@nickjayres #SMTLive
15
Listening without
action is not useful

16. © 2015 IHG
In plain English: Be useful, full stop
16
EXAMPLE FOCUS TOOL MIX
What are people
saying about their
travel sleep?
Broad, macro-
trends that are
directional
Sprinklr (primary)
Revinate
(secondary)
What are guests
saying about
#StaySmart and
feeling well-rested?
Brand, region
or competitor-
specific
queries
focused on
campaigns
and initiatives
Sprinklr (primary)
Revinate
(secondary)
What are
consumers saying
the quality of the
beds at the Holiday
Inn Express
Charlotte?
Hotel-level
insights that
drive
actionable
operational
improvements
Revinate (primary)
Sprinklr
(secondary)
Exploratory
Strategic
Operational
@nickjayres #SMTLive

17. NATIONAL & REGIONAL LISTENING
FOR 70+ MEDIA BRANDS

18. REAL-TIME LISTENING

19. #SMTLive
Our Panelists
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that
connect large organizations with people they want to influence. As traditional media went digital, and the internet
went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts.
@RobinCarey
Apryl Pilolli is the lead social media analyst at Cox Media Group where she has the challenging role of providing
data and analysis to CMG's 70+ TV, radio and newspaper properties. Apryl assists with identifying trends in social
audience behavior and developing strategies for improving performance. She has worked in the media industry
for almost 18 years as a photojournalist, editor, designer, and analyst and has won numerous awards from
the Associated Press for her work. @aapilolli
Nick Ayres is the Global Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads
the strategic and tactical social marketing efforts globally, and is focused on delivering an integrated social strategy to
support the company’s business objective of delivering preferred brands. Immediately prior to IHG, Nick spent nearly
five years with The Home Depot helping architect the company’s approach to social marketing as well as serving
across several other functions including eCommerce, interactive marketing, brand management and new product
development. @nickjayres
Lauren Harper started her career as a Community Manager for a business community site, then moved
over to Eloqua to manage their social communities. Lauren is now the head of social strategy for the
Oracle Marketing Cloud. @LaurenEHarper

20. #SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”
#SocialShakeup15

21. #SMTLive
Upcoming Webinar
May 5th
Protecting Your Brand: Privacy, Risk and
Compliance
Panelists: Joanna Belbey of Actiance, Inc. and Eric Berkowitz of Tracx