The document discusses the concept of deep listening in social media, emphasizing its significance in driving decision-making and business strategies beyond traditional marketing. It highlights the importance of analyzing consumer sentiment and engaging with audience conversations to generate insights for product development and risk management. Various panelists share examples of how brands like Dodge, Walmart, and Sony have effectively utilized social listening to inform their decisions and enhance customer experiences.

1. Beyond Social
Listening:
Insights That Power
Decision-Making

2. Agenda
• Introduction
• Deep Listening For Decision-Making
• Panel Discussion
• Q&A
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3. Meet
Alpha.
She’s queen of the
social jungle.
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4. All-in-one social media platform helps
brands listen, analyze, engage & publish.
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5. Deep Listening for
Decision-Making
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6. 2/3
More than
of U.S. consumers say
social media influences their
shopping behavior.
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7. Social is no longer just
a marketing channel.
It’s also a source of…
New product ideas
Risk management
Audience insights
Competitive analysis
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8. When you engage in
deep listening,
good ideas come to you.
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9. What is deep listening?
Hint: It’s much more than
just mentions!
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10. Deep listening means pulling from
all relevant data sources.
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11. Posi%ve Sen%ment
Nega%ve Sen%ment
Deep listening
also means
monitoring
the full
conversation.
Great flight on United last night. Landed 30 minutes early.
Was able to have dinner with the family. #HoneyImHome
#LunchNListen

12. Nega%ve Sen%ment
Posi%ve Sen%ment
Deep listening
also means
monitoring
the full
conversation.
@IraWinderman. That wasn’t my experience! They gave
peanuts to my son after I told them he was allergic. It was a
close call. I’m thinking of suing.
@JessicaTaylor – want to tell your story on tomorrow
evening’s news? It would be a great way to educate.
#LunchNListen
Great flight on United last night. Landed 30 minutes early.
Was able to have dinner with the family. #HoneyImHome

13. "The goal is to turn data into
information, and information
into insight."
– Carly Fiorina, former chief executive of Hewlett-Packard Company (HP)
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14. How can you use
deep listening to make
important product and
consumer decisions?
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15. Here’s how our
panelists do it:
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16. Meet Our PanelistsOur Panelists
Julia Kim
Ditto Labs
Mike Snead
MXM
Rebecca Lombardo
Tracx
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17. Our Panelists
Mike Snead
Senior Director,
Digital and Social
Strategy and Insights
Social listening enables
marketers to tap into the world’s
largest focus group.
• Dodge changes Challenger steering wheel
based on social media feedback
• Walmart changes price point for the Nerf
Rebelle Heartbreaker
• Sony optimizes Resident Evil movie trailer for
paid social based on fan conversations
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18. Our Panelists
Julia Kim
Vice President,
Client Operations
Analyzing Visual Data: Use Cases
• Discover and respond to instances of
defective/damaged products
• See patterns and trends that may influence
brand perception
• #NSFW — Moderate user-generated content
• Access more customer experiences — both
negative and positive
• Identify risk
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19. Our Panelists
Rebecca
Lombardo
Director of Strategic
Services
Big Ideas Come From Big Data
• Sears can manage inventory redistribution
based on fan comments
• Brands like Kraft and Mondelēz
International monitor complaints on social
media to manage product recalls
• Ardent Mills discovers new flavor and
recipe ideas based on social trends
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20. Q&A
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21. Thank you!
Additional Resources
Request a Demo
Sears Case Study
How to Uncover New Opportunities
Using Social Data Ebook
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22. Curious About Tracx Social Media Software?
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23. Appendix
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24. Social Listening Enables Marketers to Tap Into World’s
Largest Focus Group
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25. 2010 2011
“Challenger has the more muscle
car interior feel besides the
stupid steering wheel not being a
3 spoke.”
-Consumer social post
▪ Most popular Fab15 toy in
general online conversations
▪ The Planes DVD/BluRay
release will occur during the
days leading up to Black
Friday
▪ Walmart has the Nerf Rebelle
Heartbreaker priced
approximately 25% cheaper
than Kmart
Examples of Social Listening Impacting Business Decisions
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26. Resident Evil Trailer 1 Resident Evil Trailer 2
https://www.youtube.com/
watch?v=jbtmW3ydOkU
https://www.youtube.com/
watch?v=79Sd4GtOXuI
Sony | Cut Optimized for Paid Social Targeting and Inclusion
of Elements Identified in Franchise Fan Conversations
v