2. Today’s Discussion
Corporate reality of Social
Listening
Approaches, frameworks and use
cases for social listening
Next steps
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3. About Me
Agency enthusiast, 5 years of account and strategic planning
Connecting threads between traditional research and real-time data
(Search + Social) to drive insights for our clients
Educated in English Literature and Studio Arts
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4. Performics inspires participation by applying the principles
of performance marketing to drive relevant connections
across owned, paid and earned media.
We offer a robust suite of performance marketing solutions:
— Search Advertising
— SEO & Content Optimization
— Conversion/Landing Page Optimization
— Analytics and Research Services
— Display Performance Marketing
— Affiliate Marketing
— Feeds & Syndication
— Mobile Performance Marketing
— Reputation Management & Social Media Asset Optimization
— Social Performance Marketing
More than 800 experts in 18 countries
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12. Finding a Hidden Gem (good or bad)
Seeking out new, quick, actionable insights
What is the
Isolate potential Be ready to
unique data business fast track
impact?
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13. A Clean Way to Fast Track
The Onion writes article,
poking fun of Tide videos 2 days later, a Tide ad is born on
YouTube & quickly goes viral
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14. Finding a Pattern or Trend of Insights (good or bad)
Consistent insights that can lead to predictions and
future marketing strategies
Choose timeframe Understand Create a
90+ seasonality cause and forecast to
<30 daily/weekly effect test and learn
Be willing to be wrong!
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15. Engagement Starts With a
Story, Not a Platform
Stop thinking data points, individual
words, likes and sentiment ratios, and
start thinking how these insights can
create user narratives.
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16. Who Are Your Participants?
Participant
Statistical Models = Participant Understanding
18. Unique Digital Needs Influence Content Strategy
Performics client (auto mfr) sought to understand:
How have participants evolved?
Does the auto they want correlate to online behavior
segments?
Social and Search Insights were integrated with
traditional persona research to understand:
Where in-market shoppers research specific vehicles
What are key selling points for specific vehicles
Which vehicles are cross-shopped and why?
How should this evolve TV ads, promotions and our
sales dialogue?
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19. Prince William’s Dome Led to Free Branding Awareness
Hair loss brand Rogaine passively listened and
unexpectedly identified (a gem) that Prince
William was a core target for social
conversation around hair loss, leading up to
the Royal Wedding.
Insights revealed:
– Preferences for specific foam products
– Advocates claimed personal success stories
– Brand opportunity to leverage royalty/celebrity
figures as potential spokespeople in future
marketing
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20. Key Magnetization Issue Identified & Resolved
A major hotel brand sought to understand why
they experienced declines in guest bookings.
Social listening exposed a significant issue
amongst peer review sites. Insights enabled the
hotel brand to react quickly and change their
service provider.
Insights revealed:
– The hotel’s guest keys were constantly
demagnetizing and not unlocking room doors
“Hotel key kept demagnetizing
and had to go to front desk for – Unhappy guests spread concerns across multiple
help 2X.” Priceline travel review sites
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22. Insights That Form An Elevator Pitch Become
Actionable
How this can help our business
How we can get more in tune with our participants
How we can embrace innovation
How we compare against our competitors
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23. Follow a Simple Framework to Better Understand
Your Participants
Cleanse
Analyze Cluster Identify Apply Create
the
demos and align engagement additional profiles
noise, but
and themes & with media research & and
don’t
behaviors gems and content data activate
forget
At this point you
should have an idea
of 2-5 dominating profiles
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24. Making Quality Business Collect data for each
audience segment
Decisions across all touch points
Measure
effectiveness Segment data
using an into profiles
organized and create
framework for action plans
testing
Execute
by delivering relevant
messages and content
through two-way dialogue
25. Integration of Data Sources is Key
1. Social data insights should not only come from a listening tool
2. Real-time data sources like Search Marketing need to be in the mix
3. Integrate social into your CRM databases & track behaviors
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26. All good marketing campaigns should be centered around your participant’s
experience.
Search Email Social Display Apps Video
Channels
Content Finance
Keyword/
Context Participant Business Operations
Messaging Experience Metrics
Testing Research
Bid Marketing
Strategy
Analytics
KPIs Testing Attribution Forecasting Segmentation Clustering
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27. Next Steps
1. Corporate culture can change with hope, empowerment
and consistency.
2. Build a council of stakeholders. Whether you have “social”
in your title or not, you are all owners.
3. Create a framework and process that enables the ability to
fast track.
4. Bridge the customer intelligence gap and invest in
collective technologies.
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Told to do itTop-Down, industry leaders, cross-departments, agency counterpartsCOVER UP OTHER AGENCIES
Super passionate about social but lack internal supportStakeholders don’t understand or don’t prioritize, causing action barriers
Many cross department teams that manage social elements, but don’t work together. There is no council of leaders or a holistic approach. Essentially you’re working in siloed worlds with different objectives.
Living and breathing it.Industry rock stars embracing social data to drive marketing and customer intelligence. WalmartLabs and Amercan Red Cross/Dell are great examples of companies are actively collecting and listening to social data to change their business approach and their marketing plans. Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disasterDell and the American Red Cross have a long-standing relationship, which Dell has expanded to include additional general funding, technology and employee engagement to support innovative disaster relief programs. As a member of the Red Cross Annual Disaster Giving Program, Dell helps the Red Cross assist victims of disaster and support volunteers who work at disaster scenes. Members of the Annual Disaster Giving Program pledge donations in advance of major disasters to help the Red Cross ensure an immediate response to meet the needs of those affected by disasters. Now Dell and the American Red Cross are expanding their partnership with the latest technology in enterprise social media — the social listening command center.
Quick raise of hands
Tide Example?ALL TEXT SHOULD BE NO SMALLER THAN 18 PTS FOR CONFERENCE VIEWING
Understand the cause and effectLayer against media plan, and understand external influencersCreate a forecast for test and learn framework Forecast repetitions for future strategic planning and content development
SolutionPerformics integrated behavioral insights based on searcher activity with qualitative data from social listening to develop up to date audience insights comparing multiple models and vehicle segments. The automotive marketer has since incorporated insights into regional digital and TV strategies.
SolutionThe hotel group contacted their keycard suppliers who resolved the technical issue promptly. Social conversations about this problem have since decreased. “Basic hotel that is clean and comfortable. Staff are really friendly and helpful however the keys keep on demagnetizing and they said it was because my keys were near a phone or credit card however the keys were not near anything. I think it was just cheap keys or dirty locks. Otherwise, I would stay there again.”TripAdvisor“The key cards kept demagnetizing and the lobby was a long way away to have them reset. We purposely kept them away from cell phones and magnets, but they still demagnetized.” Expedia
Social data from varied sources (Pinterest)Other real-time data sources like Search Queries & Search Sequence AnalysesTraditional persona/audience researchCreate data connections to your existing CRM via Marketing Automation Suites
Every Day You Make Decisions That Greatly Impact And Can Even Make Or Break Your BusinessIt is the quality of the decisions that are made every day (decisions like “Exploit untapped opportunities with existing customers, Identify most important customers, Acquire high-growth new customers, Aligning sales resources, Targeting working moms and their need for suits and convenient shopping,and Predicting customer/prospect behavior) that -- in the end – determine whether a company will succeed or be out of business. How good the quality of the information is behind these decisions directly impacts the profitability of those decisions: there is a direct correlation between quality information and profitability
Once CI professionals integrate social data into their customer databases, they’ll havethe ability to track customers between channels, even when they aren’t calling for support orpurchasing a product.
Here we have the ultimate analytically driven organization. There’s a lot here – let’s take it piece by piece, starting with the participant – because all good marketing campaigns should be centered around your customer’s/participant’s experience.