This webinar presented by the American Marketing Association featured several speakers discussing social media and how to make it work for businesses. The speakers included authors and experts from companies like Coca-Cola discussing topics like defining engagement, measuring conversations, assessing influence and advocacy on social media, and how brands can gain a competitive advantage through listening strategies. The webinar provided examples of how various companies have used social media for customer communities, support, and research to meet business objectives.

1. AMA Webcast:
Making Social Media Work for You
Presenters:
Dave Evans, Co-founder, Digital Voodoo & author of Social Media
Marketing: The Next Generation of Business Engagement
Eliska M. Johnson, Global Project Consultant, Knowledge and
Insights, The Coca-Cola Company
Stephen D. Rappaport, Knowledge Solutions Director, the ARF
and author of Listen First!
Anna Carbonara, Moderator, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800 940 0570
Participants (International): +1 212 231 2917

2. 2
Register on the AMA Website

3. Housekeeping Items
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Please reference hash tag: #SMWORKS, when tweeting about this webinar

4. Today’s Speakers
Lisa Joy Rosner Dave Evans Stephen Rappaport Eliska Johnson
CMO, NetBase Author: Knowledge Solutions Global Project
Social Media Director, The ARF Consultant
Marketing Knowledge &
Author: Listen First! Insights

5. A Quick Poll Before We Begin…
• What is your Social Media IQ?
1. Tweeting is something birds do
2. I have a Facebook page, but really don’t use it.
3. I am on Facebook, LinkedIn and have 150 connections
4. I am on Facebook, Twitter, LinkedIn, with over 500
connections each and yes, since you asked, I am standing
in line at Starbucks, where I just checked in on FourSquare!
5

6. Dave Evans
Author: Social Media Marketing
Twitter: @evansdave
Blog: ReadThis.com

7. (Re)Define Engagement
• More than consumption Advocacy
Purchase
• Starts with curation
Trial
• Creation is part of it Collaboration
• Collaboration defines it. Creation
Curation
Consumption
Identify and focus on processes, metrics and measurements
that a) relate to collaborative engagement (example:
conversational intensity), and b) are applicable to your
business objectives (example: net unique advocates).

8. Engagement on the Social Web
Advocacy
Collaboration
Consumption

9. Engagement: Amex (Community)
• Business Objectives:
Stronger Loyalty
• Approach Used:
Customer Community
• What Was Done:
Member small businesses
connected with each other
• Results vs. Objectives
>1 million monthly unique visitors
American Express OpenForum serves the interests of American
Express business customers: As a result of this social design, is also
serves the interests of American Express.

10. Engagement: Boingo (Support)
• Business Objectives:
Excellent Service
• Approach Used:
Listening/ Participation
• What Was Done:
Twitter
• Results vs. Objectives
Real-time resolution of local service issues (drives innovation)
Credit for resolution and caring (instead of negative conversation)
Service process combines telephone and Twitter-based resources.
The result is public credit to Boingo for resolution.

11. Measuring Conversations
• Listening: What do people care about?
• Setting a Baseline
• Events, Trends and Noise
• Measurement Platforms and Examples

12. The Impact of Conversations
be aware talk
consider form opinion
buy use
conversion
word-of-mouth
impact
marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)

13. Assessing Engagement
• Dashboard view provides
summary info, sentiment,
top sources
• Referrer data facilitates
drill-down to sites
• Site/source data can be
examined for additional
insights

14. Assessing Influence
• Influencers: Prioritizing, Connecting, and Activating

15. Assessing Advocacy
• Likelihood of Recommendation (0-10)
• Share of Promoters (9-10)
• Share of Detractors (0-6)
• Difference is Net Promoter score
% Strong Promoters
- % All Detractors
= Net Promoter Score, %

16. Poll #2
• How interested are you in incorporating Social Media
Market Research into your overall strategy?
• Not at all Extremely
1 2 3 4 5
16 | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.

17. Stephen Rappaport
Knowledge Solutions Director, The ARF
Author: Listen First!
Twitter: @steverappaport
Blog: listenfirst.thearf.org

18. Listening is …
The study of naturally occurring signals
conversations, behaviors and biometrics
That may, or may not, be guided
To bring the voice of people’s lives into the brand
What people say, do and feel
Emotions, mindsets, cultures
Not just online sources
Interdisciplinary

19. Two Ways to Think About Brands
Creates Competitive Advantage
Source: http://www.senseandrespond.com/?page_id=7

20. Gain Competitive Edge through Signal Advantage
The ability to capture, interpret and act upon signals
from rich and dynamic data
Advantage therefore accrues to companies that can
focus on the right information, extract the
relevant signals, process them rapidly, and
modulate their organization’s
behavior accordingly.

21. Signal Advantage Will Shift Research Investments
Evaluation
Innovation Sense/Respond

22. Market Research Will Deliver More Value
Market research as Market research as
“order takers” strategic foresight organization
4
Insights as a
3 Competitive
Strategic
2 Advantage
Insights
1 Business Organization
Contributors
Traditional
Market
Research
90% of benchmarked companies are clustered in bucket one and two

23. Marketing Objectives Achieved Through Listening
Understand mindsets Rebrand or reposition
Discover new customers Address public issues
New product development Manage reputation
Shape and sharpen Manage brand health
messaging Customer care
Improve existing products Increase loyalty and
Maintain sales momentum customer value
Drive brand growth

24. Research Tasks Listening Performs
Profile new customers Discover/evaluate brand
Detect early market shifts attributes
Customer segmentation Message
Complement “asking” development/testing
research Competitor analysis
Concept testing Problem detection
Product co-creation Insight Development

25. Listening Solutions Cheat Sheet
Search, Real-time Search, Alerts Text Analytics
• Terms, topics, trends; engine/service specific • Collect and harvest
• Alerts and subscriptions • Extract and structure
• Real-time often add social data, such as • Describe, analyze, report; machine-scored
retweets, influence sentiment
• Can be analyzed on its own or become • Integrate
inputs
Private Branded Communities Full-service Vendors
• Collect and harvest conversations and data • Provide end-to-end solutions
• Guided and unguided activities • Analyze, report, consult
• Describe, analyze, report; often qualitative • Some offer agency services
• Engagement and research focus

26. Listening Research Guide
Setup Operations
• Scope … Questions • Collect … Conversations
• Voices … Who to Listen to • Clean … Data, De-dup, Kill Spam
• Sources … Brand & Consumer Backyard • Test … Data Collection & Cleaning
• Collect … Define Queries, Harvest
• KPIs … Internal & Market Impacts
Analyze/Report Evaluate & Iterate
• Structure … Data for Analysis • Assess …
• Analyze … Question-based Analysis • Improve …
• Report … Dashboards, Docs, Stories • Learn and Apply …

27. Listening Research: Keep in Mind
“We’re looking into listening,
• Listening Goals trying to figure out what to
Agree on these first do with it. Otherwise we’ll
• Project Requirements get lots of stuff, but what
Know them beforehand does it mean?”
Which questions will you answer? - Director Global Strategic
• Eyes Wide Open Insights, Fortune 100 Co.
Understand strengths and limitations
Figure out the trade-offs
• Management and Organization
Determine who owns listening
Identify and involve listening “clients”
Assess skill sets and gaps: in-house, vendor
Estimate impact on staff time
Adapt culture and communication

28. New Skills
Research Question Communication Theory
Formation Question-based Analysis
Unstructured Data Expertise Triangulation
Classification Creativity and Inventiveness
Pattern Recognition Openness
Bottom-up Reasoning

29. Poll #3
• If you are thinking of doing Social Media Market
Research what is holding you back?
1. Budget
2. Knowledge
3. Staff/Resources
4. All of the above

30. Eliska Johnson
Global Project Consultant
Knowledge and Insights
eliska.johnson@brand-scapes.com

31. Social Media in Action

32. How Do We Use NetBase for Social Research?
Brand Passion/ Tracking
Trends Buzz/Sentiment
Engagement
Confirmational New Intensity
Insights Insights Measuring
32 | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.

33. What is the Request Process?
Brand Manager Brandscapes
ConsumerBase
Request Analysis
• Can you look • Build search in • Extract insights
into what is ConsumerBase • Present findings
being said and develop • Determine next
about xxx? report steps

34. Online Chatter Trends Past 12 months
• The Coke Zero 400 sponsored by Coca Cola on the 4th of July helped to increase online
chatter in early July. NASCAR related sites were responsible for most of the increased
chatter during that time.
• Chatter also rose slightly in mid July when Pepsi released a commercial for Pepsi MAX where
a Coke Zero driver drinks a Pepsi MAX. This chatter was mostly on advertising and marketing
focused sites.

35. What are Consumers Saying Online?
I also went with Coke Zero over I drink Coke Zero
regular Coke since that was because of the taste.
another easy 200-300 calorie
saving. I switched from Coke to Coke
Zero mainly because I like the Coke Zero is an
I prefer Coke Zero because it feels taste of Coke Zero better. impossibly bad
like I'm doing something product.
moderately healthy with my diet Then I drink Coke Zero 'cause it wakes me
even though I've heard horror up more than coffee, and in about twenty Secondly Coke
stories about aspartame. minutes or less, I'm at work, miserable but Zero is GROSS.
determined.
Nothing is better than
Coke Zero. I can Coke Zero is pretty Coca Cola Zero, Fanta Zero, Sprite
remember the first time I gross. Zero etc the taste is so disgusting I
ever had one at some can only express it fully in my native
dumpy gas station. It's like Coke zero is just bland. language and it isn't much healthier
a bottle full of AWESOME. anyway, they just replaced the sugar
Cherry Coke Zero
My husband drinks a lot of Coke tastes GREAT. with the sweetener aspartame.
Zero too, mainly because he
watches his weight very Pepsi Max and Coke Zero are pretty similarly
meticulously. disgusting to me Somebody tell me what
chemical I don't have a taste for.

36. Top Sites for Discussion about Coke Zero

37. And Now…A Word From Our Sponsor
Email: bpi@netbase.com for your free chart!
First 50 That Qualify

38. Thank you!
Q&A
Connect with us on Twitter: #Net_Base or @Net_Base
Tweet about this event #smworks
Email: info@netbase.com
Dave Evans: Twitter: @evansdave
Stephen Rappaport: Twitter:@steverappaport
Eliska Johnson: Email: eliska.johnson@brand-scapes.com
Lisa Joy Rosner: Twitter: @lisajoyrosner

39. Join Us For 11 for ‘11
Managing the Mess: 11 Tools To Manage Social Media
Wednesday, March 16, 2011 11:00 am/PT

40. Thank You for your Participation!
Additional Questions?
Questions for our speaker: info@netbase.com
General AMA Questions can be sent to: acarbonara@ama.org
Recording
A link to the recording of this presentation will be sent within a few days
Slides
A link to the slides will be sent to you within a few days:
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Please reference hash tag: #SMWORKS, when tweeting about this webinar
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