The document discusses the evolution and future of social listening as a tool for brands to address key business questions, emphasizing the growing importance of data privacy and image analysis. It highlights the potential of social media insights, user behavior analysis, and predictive capabilities to enhance marketing strategies. The presentation also notes the rapid technological advancements over the past decades and their impact on consumer engagement.

1. IN
Powered by
SOCIAL LISTENING

2. Hello!
Phill Agnew
Product Marketing Manager,
Brandwatch
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED

3. What’s the weather like in your city?
Tell us where you’re dialing in from!

4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
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5. THE FUTURE
SOCIAL LISTENING
OF

6. Why does social listening exist?

7. 35 years ago
There was no internet
25 years ago
There were only 130 websites in total
15 years ago
Skype, Facebook, YouTube, Reddit,
Twitter, Tumblr, Dropbox, and Instagram didn't exist

8. 10 years ago

9. Today

10. Why do brands need help?

15. The largest searchable archive of
Human Thought

16. The largest searchable archive of
Human Thought
To help answer key business
Questions

17. The largest searchable archive of
Human Thought?
To help answer key business
Questions?

18. Meet Tay AI
Microsoft’s experiment
on conversational
understanding

19. “I engage in casual and friendly discussions.
The more you Tweet, the more I learn”

29. Can we rely on social to
answer all our key
business questions?

30. THE FUTURE

31. 1. Anonymized Data
2. Image Analysis
3. Speed

32. Facebook - PRIVATE
WhatsApp - PRIVATE
YouTube - PUBLIC
Facebook Messenger - PRIVATE
WeChat - PRIVATE
QQ - PRIVATE
Instagram - PRIVATE
QZone - PUBLIC
Tumblr - PUBLIC
Twitter - PUBLIC
SinaWeibo - PUBLIC
Snapchat - PRIVATE
Skype - PRIVATE
Viber - PRIVATE
LINE - PRIVATE
PRIVATE users 7,605 billion
PUBLIC users 2,777 billion

38. User: 1532
• Likely next purchase, categorized by industry
Music: Spotify 95% | Food: Pizza 86% | Tech: iPhone 42% | Random: New iPhone charger 85%
• Relative influencers
1. Wife (User: 4256), 2. Boss (User: 6206), 3. Son (User: 2386)
• Propensity to ads
This user is aware of 54% of ads targeted at him (4% below the average).

39. “Find me users in London who
are likely to visit my store”

40. Here are 536 users who walk past your store on their commute.
They have a tendency to buy similar products to yours.
And have heard about your store from family and friends.
“Find me users in London who
are likely to visit my store”

41. 1. Anonymized Data
2. Image Analysis
3. Speed

42. 3.2 billion
images shared
each day

43. They contain
your brands,
your products,
your services,
your ads

44. Today

45. Tomorrow

46. Activity
Face
Logo
Descriptive
Analysis

47. Diagnostic
Analysis

50. Predictive
Analysis

51. Contains logo
Contains product
Hand gripping product
In shopping environment
Suggests imminent purchase

52. Today = “Where do female
millennials see my brand?”

53. Today = “Where do female
millennials see my brand?”
The influencer: Selena Gomez

56. 1. Anonymized
2. Image Analysis
3. Speed To Insights

57. When asked what his dream product would
do, Apple co-founder Steve Wozniak
answered: “give me more time”.

58. When asked what his dream product would
do, Apple co-founder Steve Wozniak
answered: “give me more time”.

59. 400-millisecond delay =
8 million fewer searches
1 second faster =
2 percent lift in conversions
Reduce load time by 2.2 seconds =
10 million more downloads
10x faster =
100x more insights

60. Today

61. AT&T
Tomorrow
Search bar

62. AT&T Customer Service Issues
Tomorrow
Predictive search

63. Fast Food
Tomorrow
Suggested searches
- What fast food do people want
- Find an audience who want to buy fast food now
- Which fast food advertisements are most successful
- Who are the top fast food influencers
People also searched for:

64. What will social listening look
like in 5 years?

65. It might look
like this…
AT&T customer service

66. AT&T customer service
It might look
like this…

67. what fast food do people want
It might look
like this…

68. It might look
like this…

69. It might also
look like
this…

70. Questions?
Phill Agnew
Product Marketing Manager,
Brandwatch
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED

71. THANK
YOU