No matter how simple or complex the ecosystem, content can perform better and be more engaging... Recently, we welcomed Expion to the Sysomos family. In this presentation we will showcase some of the cool and unique things you can do with their incredible platform. Join us and learn how you can deliver programs that are not only impactful, but cost-effective. To view all sysomos webinar and sign up for future ones please visit sysomos.com/webinars. If you'd like to view a recording of this webinar please visit sysomos.com/webinars/sysomos-expion.

2. Welcome!

3. Speaker
Markus Leung
Enterprise Client Success Manager - Sysomos
Markus works with some of Sysomos’ largest and most complex
enterprise level accounts to ensure they are getting the most out of
Sysomos products.
Markus regularly offers guidance and strategy to help his enterprise
clients achieve and exceed their social media objectives, and is
constantly pushing the frontiers of what can be done with social
media monitoring.
@LeungMarkus
mleung@sysomos.com

4. Today’s Use Case:
• One of the largest and top tech
company's in the world
• Over $10 Billion in Value
• Hundreds of Divisions, Products,
and Market Segments

5. Client’s Challenge
• The client wanted to be a thought leader in many different market segments,
including those that had low relation to their brand
• Already selling and marketing to these segments but somewhat blindly without
understanding how they spoke and interacted from a social media perspective
• Some segments included:
• Healthcare
• Banking
• Retail
• Telco
• Automotive
• Electronics

6. Client’s Challenge
• They wanted their comms and marketing teams to be more efficient,
educated and informed about how to get involved in their diverse market
segments social conversations
• In turn this would help with their sales efforts

7. How did they do this with
Sysomos?
How did they know what to
start listening for?

8. Collaboration With Sysomos Account Teams
• First from a comms perspective we had to understand what goes on in each of
their very unique market segments
• Second and most importantly we had to understand the pain points of these
market segments and where the clients products and services can offer a
solution
• For example: in electronics segment the client noted supply chain problems
as a large pain point and something they could help with

9. What was the proposed
solution?

10. Sysomos Solution to Collect the Social Data
• Divide each market into themes or subthemes that the clients comms
teams and in turn their sales force could speak to and be involved in
• For example some themes were:
• Telecom – network infrastructure
• Telecom – internet of things
• Telecom – customer experience
• Retail – ecommerce
• Retail – mobile retailing
• Retail – same day delivery

11. Sysomos Solution to Deliver the Data
• This specific and actionable data was then fed into an API feed we offer and
pushed to a custom dashboard the client had made
• From this dashboard which was accessible to the comms and sales teams
for each market segment, they would be able to engage, communicate, and
sell to their segments with real time trends and topics at the ready
• This information arms the clients comms and sales teams to be able to go
into their engagement tool and hit the right channel, with the right
content, at the right time

12. How did they action this
data?
How did they know if their
efforts were successful?

13. Speaker
Alex Smith
Director of Client Strategy - Expion
Alex oversees Client Strategy in Europe for Expion.
Helping global brands review, develop and enhance digital and social
strategy. Educating brands on how to better utilize the Expion
platform, helping align organizational processes and building
awareness of technological trends and enhancements.
His background spans from Agency-side ATL & BTL planning, to
Digital Publishing & Consultancy, all the way through to Digital
Technology.
@AlexDeclanSmith
asmith@sysomos.com

14. Establish a Single Point of Truth
• Measuring content distributed
across markets, business
segments, and social media
platforms is impossible without
a connected network
• The total connections in this
organization are well over 500
• Standardize a connected
content distribution system

15. But Wait...
Every segment digital marketing leader
wanted to use their own preferred
methodology for content management,
engagement, and measurement
One tool seemed to fit no one

16. Individual User Set Ups
• The platform is built to turn features on and off by user
• Segments that wanted a simple interface got their wish
• Segments that needed complex workflow and agency approvals also got their
wish
• Lead to high levels of adoption & clear understanding of content performance
• Enabled segments to continue engaging with fans uninterrupted

17. It’s easy to put your spin on
content when you can see
its visuals and its
performance

18. Content Performance – Across Owned Properties
• Best content across
all owned properties
• Best content per
brand, per social
channel

19. Content Performance – Across Markets
• Break down
performance by
market
• Understand which
content is best for
sharing and reuse
• Connect paid data
for truly accurate
performance

20. Content Performance – Analyzing it All
• Group Performance
across multiple
brands brands,
• Compare Likes vs
Fan Count vs
Messages

21. The Best Way to Organize A Social Footprint
• Do not reinvent organization
• Mirror your organizational hierarchy
• The more the setup mirrors your organizational
alignment, the easier it is to train, onboard, and
move people within the company job functions
• Agencies slot in easily and by aligning workflow to
the org chart, you always knows who is
responsible for social channels

22. Measuring the Outcome
• The content themes derived from Sysomos were distributed to the field
and with a little spin, each segment creates its own twist on content
• With all channels and data points in a single tool, the single point of truth
is established and easily identifies:
• Market and segment leaders
• Content performance and engagement
• Beneficial outcomes include:
• Reduce creative production costs
• More tailored content by segment and market
• Higher rates of engagement and affinity

23. After the Presentation
• Attendees of today’s webinar will receive an email with a link to a recording
• Feel free to contact us for follow up questions @sysomos
• Please visit sysomos.com/webinars to sign up for next webinar

24. Thank You
For Joining Us
@Sysomos