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eMetrics Chicago 2012Christina MannarinoSocial Listening: Putting What You Can Measure to Work
Corporate reality of Social Listening
Approaches, frameworks and use cases for social listening
Next steps
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Today’s Discussion
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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About Me
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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
As a corporate reality
Social Listening
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Following Orders
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Super Passionate. No Support.
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Different & Siloed Agendas
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Rock Stars
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Which Scenario Do You Fall In?
Approaches to Listening
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Isolate unique data
What is the potential business impact?
Be ready to fast track
Seeking out new, quick, actionable insights
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Finding a Hidden Gem (good or bad)
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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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Finding a Pattern or Trend of Insights (good or bad)
Consistent insights that can lead to predictions and future marketing strategies
Be willing to be wrong!
Create a forecast to
test and learn
Choose timeframe 90+ seasonality <30 daily/weekly
Understand cause and
effect
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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.
Participant
Who Are Your Participants?
Statistical Models = Participant Understanding
3 Use Cases of Actionable Insights
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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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Unique Digital Needs Influence Content Strategy
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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Prince William’s Dome Led to Free Branding Awareness
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Key Magnetization Issue Identified & Resolved
“Hotel key kept demagnetizing and had to go to front desk for help 2X.” Priceline
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
– Unhappy guests spread concerns across multiple
travel review sites
Key Insights Should Form An Elevator Pitch
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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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Insights That Form An Elevator Pitch Become Actionable
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Follow a Simple Framework to Better Understand Your Participants
Cleanse the
noise, but don’t forget
Analyze demos
and behaviors
Cluster and align themes &
gems
Identify engagement with media and content
Apply additional research &
data
Create profiles
and activate
At this point youshould have an idea
of 2-5 dominating profiles
Measure effectiveness
using an organized
framework for testing
Making Quality Business Decisions
Collect data for each audience segment
across all touch points
Segment data into profiles and create
action plans
Executeby delivering relevant messages and content
through two-way dialogue
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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Integration of Data Sources is Key
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All good marketing campaigns should be centered around your participant’s experience.
Search Social DisplayEmail Apps
Bid Strategy
Keyword/Context
Testing
Content
KPIs
Research
Operations
Marketing
Finance
Channels
BusinessMetrics
Messaging
Analytics
Participant Experience
Video
Testing Forecasting SegmentationAttribution Clustering
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Next Steps1. 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.