The document discusses insights from a guest executive forum by Lithium and ZenithOptimedia, emphasizing the importance of understanding social customers to enhance brand experiences. It highlights the need to engage in social listening and to leverage data for driving business impact through informed marketing strategies. Furthermore, it explores the evolving landscape of social media and big data, underscoring the significance of adapting to customer needs and trends.

1. Guest Executive Forum With
Lithium - Listening With Purpose:
Wicked Smart Insights
19 April 2012
Katy Keim
Chief Marketing Officer, Lithium
K-Yun Steele
SVP of Insights, ZenithOptimedia

2. you know lithium
delivering social customer
experiences for the world‟s
most iconic brands
founded in 2001
bay area hq, new york, london, zurich, paris
300 customers & 30+M registered users
named market leader by forrester, gartner
100% SaaS platform
top tier VC funding, including Benchmark & NEA
confidential

3. 88% of CEOs surveyed
reported that their top
priority for the next five
years was „getting closer to
their customers‟
IBM Institute for Business Value , CEO Report 2010

4. the journey starts with, and is
informed by, listening
REALIZE
your brand nation
PROVE
the business value
transform the overall
DIRECT customer experience
ENGAGE the conversation
LISTEN suite
on existing networks harness the power to
for context
drive business impact
create an owned hub solutions
tap into existing
social networks community
understand the
social customer level up
social media monitoring

5. companies must know their social
customer and what makes them
tick.
it‟s table stakes.
everyone deserves the freedom to
listen
tear down the walls
it‟s about the signal not noise
insights, not counting

6. look for trends in the spikes
4/4/12
@OneNewsAlerts
Nike scores against Reebok: Nike beat its rival
Reebok in court today over quarterback.
http://t.co/grolN9QJ
4/4/12
@MCCBarry
is it me or do the new Nike #NFL jerseys seem
dull, the colors don't pop. THey are dreary
3/28/12
looking.
3/28/12
@USATODAYmoney
Nike sues Reebok over sale of Tim Tebow Jets
jerseys http://t.co/RoPqVOCd

7. RT @_Ziggzzz: The RT @trinhvo3: Nike I need to hit the Nike
underwear inside of Nike needs to make more outlet before i fly back
shorts are so so girl stuff. home
annoying #ugh
I think Nike should spend more Overall, it seems Nike
time and money fixing the totally was more concerned
inadequate Nike + site. with the fit and
performance than
changing the colors
schemes.
I've been having trouble
And yeah Nike product
using the Nike Plus training is useless unless these nike socks
website. you have a very irritating the hair on
knowledgeable my legs . .
customer..

8. you need specific nations to involve them
we build brand benefits
▪ Mutual: drive value for both
customers and the company
negative press product launch
▪ Passionate: deeply engage
customer
behavioral market
competitor
PR marketing customers committed to your success
story uptake trend
intelligence promotion
research
▪ Sustainable: scale to meet consumer
demands without endless investment
▪ Distinguishing: separate Superfans
security customer the pack to make marketing
shipping
from social video
viral media
IT
breach support effective insights
more
delays campaign
▪ Measurable: cultivate participation to
drive revenue, referrals and brand
value

9. leveraging social signals
social

10. About Zenith Media
 Full Service media planning and buying agency
 1,400 staff
 NY HQ, regional offices in Atlanta, Chicago, Denver, LA, Miami,
Portland, SF, Seattle
 “The ROI Agency” – Heavy focus on returns against media investment
 Learn More:
• K-Yun Steele, SVP Analytics
• k-yun.steele@zenithmedia-na.com

11. Context: The Big Data Era Processing power doubles and gets 50%
cheaper every 18 months
Network connection speeds double every
24 months
By 2015:
 2.7 billion users
 Global internet traffic will
quadruple
The perfect “data storm”
 90% of the world‟s data has been
produced and archived since 2010

12. Social Data: Vast In Quantity, Versatile in Use, least
Formalized In Approach
1 in 7 minutes online is spent on Facebook
2.7 billion likes per day, 1 billion people
425 million mobile users
Likes, shares, sentiment, semantics, intent, influence
Agency Marketer
• Planning • Retail
• Buying • CRM
• Operations • R&D
• Insights and Analytics • Marketing
• HR

13. comScore BlueFin Labs
Lithium
NielsenBuzzMetrics
broad focused
Twitter Vitrue
Facebook Local Response
tactical

14. DISCOVERY SPECIALIZED
MONITORING
comScore BlueFin Labs
Lithium
NielsenBuzzMetrics
broad focused
Twitter Vitrue
Facebook Local Response
AD/CONTENT SPECIALIZED
OPTIMIZATION RESPONSE
tactical

15. DISCOVERY SPECIALIZED
Target Audience Analytics MONITORING
(MRI, Simmons) Targeted Engagement
comScore BlueFin Labs (Nielsen)
Lithium
NielsenBuzzMetrics
broad focused
Twitter Vitrue
Facebook Local Response
AD/CONTENT SPECIALIZED
OPTIMIZATION RESPONSE
Campaign Analytics CRM, eCommerce
(Doubleclick, Google) (Omniture)
tactical

16. Campaign Analytics: Content As Ads (QSR)
 Regular check-ins and meetings
 Benchmark development and regular
reporting
 “Found” content engine
 Dual approach: content and
advertising
 Impact of paid social on organic
growth
 Over 2 quarters
• Week-over-week fan growth
increased by 300%
• Virality went up 5x
• Engagement went up 3x

17. Discovery: Identifying and Addressing Unseen Needs
 Social category “break in”
strategies
 Sift through millions of comments,
typically category, but sometimes
brand-related
 Thematic category and brand
analysis allows for new audience
segments, potential ins
Inception and rationalization of many
brand focused campaigns
 Fashion: “Authenticity”
 CPG: “Happy Meal”

18. Specialized Platforms: Social Driving TV
 Perennial problems and questions:
• When does my ad wear out?
• How does my media / daypart
mix impact my buys?
 Tools marry EPG data (Tribune), closed
captioning, and social stream data to
assign comments to ads and shows
 Most valuable insight comes out of
putting social TV comments against
total social comments to identify when /
where TV drivers organic lifts

19. Takeaways
 Think evolution, not revolution
 Don‟t make your social manager your vanguard of innovation
 Know your social tools and platforms
 Choose your battles
 Prepare to be delighted, or, have your feelings hurt