Insights that power decision making.
Our presentation from our Lunch and Learn on 12/15 in San Francisco about how deep social listening can impact a brand's decision on products, services, audience segmentation, and creative marketing approaches.
6. More than
of U.S. consumers say
social media influences their
shopping behavior.
#LunchNListen
7. Social is no longer just a
marketing channel.
New product ideas
Risk management
Audience insights
Competitive analysis
#LunchNListen
It’s also a source of…
8. When you engage in
deep listening,
good ideas come to you.
#LunchNListen
9. What is deep listening?
Hint: It’s much more than
just mentions!
#LunchNListen
12. Negative Sentiment
Positive Sentiment
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
17. Meet Our Panelists
Our Panelists
Patrick Mulford
theAudience
Naubil Oropeza
Casual Fridays
Tom Doerr
INK Agency
#LunchNListen
18. Our Panelists
Senior Social Media
Strategist
Turning fans into raving fans
• Utilize guest feedback to improve room
product & menu items
• Gauge perception & key themes to drive
content strategy
• Monitor conversations for opportunities to
surprise & delight
• Moderate user-generated content to identify
ambassadors
#LunchNListen
Naubil Oropeza
19. Our Panelists
Social media isn’t a marketing
platform - it’s a living ecosystem.
• Social has become a surrogate for the traditional
networks that have fragmented over time.
• Social allows consumers to evaluate what’s
important in their world.
• A brand is only ever as important as the values it
represents. Values that lend meaning & identity
to our existence.
#LunchNListen
Patrick Mulford
Chief Creative Officer
20. Our Panelists
Tom Doerr
Director,
Digital Marketing
Start with assumptions, finish
with data.
• Sony tries to tip the balance by engaging on-
the-fence consumers
• The Guardian News (UK) increases millennial
mobile traffic during general elections by 18%
• Which? helps change the way rail users get
refunds with a social led petition
#LunchNListen
21. Meet Our Panelists
Our Panelists
Patrick Mulford
theAudience
Naubil Oropeza
Casual Fridays
Tom Doerr
INK Agency
#LunchNListen
The internet and social media have completely changed the consumer buying cycle.
Today’s buyers are using mobile devices and social media to read product information, access review sites, and compare prices and services -- from their home, their commute, or even within the brick-and-mortar store they’re in.
In fact, 80% of millennials and 55% of shoppers age 35+ use their mobile devices for shopping decision while in-store
Traditionally — social media has been looked at as a means of promoting products
Today — social media is a wealth of data about your consumers. Mike Snead (panelist from MXM) has called it “the world’s largest focus group” — and he’s right!
The key to unlocking this vast wealth of consumer data is to immerse yourself in it. This kind of day-in, day-out social listening is where aha! moments come from.
not just Twitter
not just social media networks — also reviews, forums, etc.
JL wants to remove
JL wants to remove
JL wants to remove
WILL REMOVE FOR JEN
“You can have data without information, but you cannot have information without data.” – Daniel Keys Moran, an American computer programmer and science fiction writer.