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© 2016 eMarketer Inc. Social Listening for US Brands: Deriving Actionable Insights from Conversations Jillian Ryan Analyst March 24, 2016 Made possible by

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Page 1: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social Listening for US Brands:

Deriving Actionable Insights from

Conversations

Jillian Ryan

Analyst

March 24, 2016

Made possible by

Page 2: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

What Is Social Listening?

Page 3: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Listening is part of the larger social conversation

Social media exchanges

are part of a dialogue—a

“push” and a “pull”

Brands are comfortable and

familiar with the push

mechanism: marketing

The pull element, listening,

can add value through

insights extracted from

social conversations

Page 4: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Monitoring owned social channels

Social monitoring is passive

Brands track conversations

that directly reference a

brand, either with a tag or on

owned channels

Page 5: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Inbound social interactions are plentiful

Brands see a

higher ratio of

interactions on

Instagram and

Pinterest

Brands see

minimal

engagement

ratios on Twitter

Page 6: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Listening broadens the umbrella

Unlike monitoring, social

listening requires intent

Brands must expand beyond

owned properties and seek

out relevant social

conversations

Image Source: http://www.twigsdesigngroup.com/

Page 7: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

The experts define social listening:

“Social listening is looking

for conversations

happening outside of

owned channels. You

can mine all of that

data on social

networks and blogs

for actionable

insights and

information.”

—James Cooper, Director,

Social Intelligence, ICUC

“Social listening offers a

comprehensive view of

interactions outside

what brands see by

monitoring to find

conversations beyond

the brand and uncover

what the world thinks broadly

about your products, industry

and competitors.”

—Chelsea Marti, Director, Strategy

and Services, Sprinklr

Page 8: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Is Anybody Listening?

Page 9: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Two 2015 surveys indicated that half of

marketers used social listening

49%

used social insights

to make informed

decisions

(Source: Altimeter Group, Q2 2015)

49%used social listening

to understand

customers,

prospects and

markets

(Source: CMO Council, Q4 2015)

Page 10: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Brands have

doubts about

social listening’s

effectiveness

Page 11: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Across seven

industries,

CEOs

worldwide say

social

listening fails

to generate

the greatest

stakeholder

return

Page 12: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Brands are

also unsure

how

actionable

social data is

Page 13: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social listening data becomes actionable when it

answers a specific question

“Instead of saying, ‘Tell me everything every time

the word X appears on any social networks,’

companies who employ social

listening need to be more micro in

their ask.”

—Erik Huddleston, CEO, TrendKite

Page 14: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Even with

this, social

listening

challenges

remain

Page 15: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Sifting through the noise of conversations and

operationalizing the data are also key struggles

“Brands can easily be overwhelmed by

the volume of conversations on social

media. How do you start to even decipher and

prioritize and decide what actually is influential

and make decisions?”

—Andrew Caravella, VP, Marketing, Sprout Social

Page 16: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

9 Use Cases for Social

Listening

Page 17: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

1. Optimizing Social

Messaging and Advertising

Page 18: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Using social data in

marketing

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© 2016 eMarketer Inc.

Listening can help optimize marketing messages

“You can’t perform good marketing if you

don’t know your customers, if you don’t listen

to how they react to all of your marketing.

And the way that you connect the dots really depends

on the maturity of the brand. The aim should be to

use social data in real time to adjust

marketing investments.”

—Loic Moisand, CEO, Synthesio

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© 2016 eMarketer Inc.

MasterCard optimizes messaging through social

listening

“It was beneficial to understand

how our messages were being

received and listen to how

refinements performed better.

Based on the information

we were hearing online,

we had a more positive

product launch.”

—Marcy Cohen, VP, Digital

Communications, MasterCard

Page 21: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

2. Real-Time Marketing

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© 2016 eMarketer Inc.

The real-time reality of social media:

58% of US marketers responded to timely trends,

news and events on social media. (Source: Wayin, June 2015)

49% of US marketers believed real-time responses

should occur within minutes; 26% said seconds.

US marketers used real-time marketing tactics to

form customer relationships (56%), promote events

(55%) and increase engagement and reach (49%).

Page 23: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Allstate uses social listening in real time

“We’re always listening for important ‘first moments’ that

Allstate can celebrate with our social community. We’ll

analyze the conversations and use real-time

marketing to join in the broader cultural

moments while they’re happening.”

—Lizzie Schreier, Director, Digital Engagement, Allstate

Page 24: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

3. Enabling Sales via

Social Selling

Page 25: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Brands can comb conversations to find buying cues

“Over the past few years, the notion of

social selling has emerged. Brands

are using social listening to

identify product-applicable

purchase signals, like, ‘I want,’ ‘I

am going to buy,’ ‘I need to buy,” etc.

They are also digging into buyer

targeting.”

—James Cooper, Director, Social

Intelligence, ICUC

Page 26: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social cues are paired with CRM data for more

targeted selling

“Business-to-business companies are more

innovative in the ways they employ it and

layer it with third-party data. Their use cases,

especially on the sales side, are more interesting and

have a deeper business impact level. With B2B it is

less about your brand and more about your category

or industry.”

—Amber Naslund, SVP, Marketing, and Chief Evangelist,

Sysomos

Page 27: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Century 21 does regional sales enablement

through social listening

“We’re looking for these consumer triggers by

putting social listening’s toolset in the

hands of our affiliated real estate

sales professionals, who are on the ground

transacting the business. Conversations on

social can identify sales

opportunities.”

—Matt Gentile, Director, Social Media, Century 21

[Editor’s Note: Gentile has since become managing director at

IMG Digital Group.]

Page 28: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

4. Influencer and Advocate

Targeting Through Personalization

Page 29: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

The importance of personalization and social:

Half of marketing executives in North America

believe that personalized strategies are critical to

realizing greater revenue and profitability from

customer engagement. (Source: CMO Council, Q4 2015)

39% of marketers worldwide used Facebook ‘likes,’

Twitter follows and other social activity as historical

customer data for personalization. (Source: VB Insight, June 2015)

Page 30: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Starwood Resorts uses social listening for

loyalty program personalization

“We use social listening coupled

with the robust targeting

capabilities that the social

media channels have to

identity key influencers that are

talking about the program and

personalize our message to them to

grow the voice of SPG 100.”

—Keri La Ra, Director, Global Social Media

Strategy and Digital Compliance, Starwood

Hotels and Resorts Worldwide

Page 31: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

5. Customer Service

Page 32: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Response time is key for brands …

75% of US internet

users use social

media to obtain

customer service

Nearly 54%

expected to receive

a response from a

company within an

hour

Page 33: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

… but companies aren’t meeting user expectations

Education was the

industry with the fastest

response time: 8.5 hours

Retail brands were the

most responsive overall,

replying to 21.7% of

customer social

interactions

Page 34: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Bad social customer service is bad business

“There is no return on ignoring customers.

In fact, that’s a negative return, so we need

social listening to find those conversations.

Plus, the cost of service for social customer support is

generally much lower than a call center.”

—Drew Neisser, Founder and CEO, Renegade LLC

Page 35: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Starwood Resorts has a global social listening

team scanning the web in 11 languages

“A few weeks ago a guest tweeted

that he forgot his belt at home.

To surprise and engage him,

we presented him with a belt

at check-in.”

—Michael English, SVP, Customer Contact

Centers and Electronic Distribution, Starwood

Hotels and Resorts Worldwide

Page 36: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

6. Crisis and Reputation

Management

Page 37: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social listening allows brands to see a mounting

crisis before it reaches a tipping point

“With social listening there are ways to

control and/or influence the origination

point.”

—Tim Hayden, VP, Marketing, Zignal Labs

Page 38: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Southwest Airlines uses social listening as an

early alert system

“In late 2015, we had a plane in Nashville

veer off of the taxiway after a safe landing.

Before our operational folks could get a

Southwest employee out to assess the

situation and damage, our social

listening team was able to show

them pictures that were coming

through customers on social media

who were sharing content.”

—Ashley Mainz, Social Business Manager,

Southwest Airlines

Page 39: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

7. The New Focus Group

Page 40: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

There are many advantages to doing social

listening for focus groups

“Focus groups are

dead. Brands can

glean product insights

out of social. The

unique psychographics

from social provides a

richer understanding of who

your customers are and

what they want.”

—Erik Huddleston, CEO,

TrendKite

“Focus groups are time

intensive, slow and

expensive. With social,

you can get all of

those insights from a

much broader

population almost in

real time, at a fraction

of the cost.”

—Brandon Andersen, Director of

Marketing, Cision

Page 41: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

JetBlue Airways listens to amenities sentiment

“Social listening insights reaffirm theories

that we’ve had about our service

amenities, but also challenges and tests other

business strategies that might not be working.”

—Morgan Johnston, Manager, Corporate Communications,

JetBlue Airways

Page 42: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

8. Benchmarking Competitors

and Industry Trends

Page 43: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Benchmarking against competitors is a healthy

success measure

The bigger the

company, the more

important to

understand what

competitors are

doing and how

users are talking

about them

Page 44: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social listening

allows brands to

uncover what their

competitors are

doing, how they are

being received and

what the industry as

a whole looks like

from the social

sector

“Profiling conversations about

your competitors and their

products at a fine-grained level

with social listening can

help brands benchmark

areas where they have

made improvements or

where they have lost

ground in specific areas.”

—Mick Conroy, Head of Insights, ICUC

London (formerly Tempero)

Page 45: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Nissan uses social listening to track sentiment

around the auto industry

“This provides very clear brand

health mapping, so Nissan

knows in real time how they are

performing.”

—Loic Moisand, CEO, Synthesio

[Editor’s Note: Nissan is a Synthesio client.]

Page 46: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

9. Guiding Rebranding

Page 47: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social media is a testing ground for rebrands

“Through listening, companies can understand

what people are saying about a rebrand as

it happens, and then adjust any message.

Brands can also measure the impact and the noise

around a rebrand.”

—Matt Cordaro, Director, Customer Success, Hootsuite

Page 48: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

3M Tracks reception of newly launched brand

identity

“From listening, we’re seeing from social

conversation based on public social data that

since the rebranding, 3M is actually

perceived as more science-driven, consistent

and disruptive. Our new branding reflects how people

perceive 3M.”

—Amy Lamparske, Head of Global Social Media, 3M

Page 49: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

The Technology Behind

Social Listening: Today

and Tomorrow

Page 50: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Technology is the backbone of a social listening

strategy

Platforms are based on text

analytics with a crawler

capability that brings in

data and identifies

instances of those

keywords

Traditionally, this is done

through data science layers

on top of APIs and

custom-built algorithms

Page 51: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Finding the

right tool is a

big challenge

for brands

Page 52: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Technology hurdles remain

Sentiment

inaccuracies

The human

element vs.

automation

Walled gardens

Page 53: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Plans to invest

more in social

listening are on

the horizon for

many brands

Page 54: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Retailers are a

specific business

category

planning to

implement social

listening

technology in the

future

Page 55: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Future innovations in social listening technology

“Increasingly, people are

posting visual content, and

text-based signals such as

tags, descriptions,

captions and so on won’t

help a brand recognize

logos and images. So

much visually rich

content is being

missed.”

—James Cooper, Director,

Social Intelligence, ICUC

“The biggest thing

in 2016 is the

emergence of

machine learning

and deep learning

techniques. Social

listening is really going

to start to benefit from

those capabilities.”

—Mick Conroy, Head of

Insights, ICUC

Page 56: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Social Listening Trends: A Review

There remains confusion about social listening’s value and

definition

Brands must have intent, with a clear question they want

to answer before they can seek relevant conversations

Use cases are varied, but with the right filters in place,

brands can improve their marketing and learn from

customer feedback

The technology behind social listening is the backbone of

any strategy

The future holds more adoption and advances in machine

learning

Page 57: Social Listening for Marketers by eMarketer

Making Sense Of It All

Gain a deeper understanding of customers and prospects to

drive more targeted, efficient interactions.

Monetizing Dynamic Interaction

Execute impactful, social-engagement strategies that lead

directly to bottom-line results.

Responsive Engagement

Monitor social channels and discover the moments that

influence their decisions to engage relevantly in real time.

The Challenges We See

Understanding You

Today our customers are constantly

faced with new challenges and

business needs where turning

insights into action has become

more important than ever before.

Page 58: Social Listening for Marketers by eMarketer

Who is Sysomos?

Sysomos is the world’s largest independent

social media intelligence platform.

We help over 1,400 companies -

including 80% of the world’s most

valuable brands and 90% of the

Global Top 250 PR Firms –

understand and interact on the social

web and use real-time social data to

build better and smarter businesses.

Page 59: Social Listening for Marketers by eMarketer

What Makes Sysomos Different?

Social technology solutions are not all the same.

Sysomos isn’t just a listening tool. It’s a strategic set of applications that

supports the full spectrum of advanced social analytics & management needs.

Our Data Scientists and Ph.D.’s are at the center

of our product developments and our desire to move

our industry from descriptive to predictive analytics.

Processing vast quantities of unstructured data

and providing it to you in a digestible way is one of our

defining traits, and rivals some of the largest tech and

big data companies in the world.

Sysomos is a precision platform of

strategically assembled applications for social

research, analytics, and management - not a

catch-all marketing suite.

Sysomos is built on one of the most advanced

infrastructure designs, including 3-tier data

architecture and the use of leading virtualization

technologies for delivery of lightning-fast results.

We’ll never leave you on your own. Our Social

Media Specialists are our hands-on experts and

an incredibly valuable resource for you.

Page 60: Social Listening for Marketers by eMarketer

• Delivers better together user experience by

bringing together MAP, Heartbeat, Optimize &

Influence

• Single sign-on across all SET products,

enhancing ease of use and productivity

• Unified interface for all SET products

• Powerful integration across the products with

ability to share data sets (Twitter ID lists)

Find out more at sysomos.com/products/set

Integrated Social Platform

Page 61: Social Listening for Marketers by eMarketer

In March 2016,

Sysomos was awarded

Frost & Sullivan’s

Product Line Strategy

Leadership Award

for excellence and innovation

in advanced analytics

Find out more at: sysomos.com/emarketer

Don’t Just Take Our Word For It

Page 62: Social Listening for Marketers by eMarketer

© 2016 eMarketer Inc.

Learn more about digital marketing with an

eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

Q&A Session

You will receive an email tomorrow with a link to view the

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To learn more: www.emarketer.com/products

800-405-0844 or [email protected]

Jillian Ryan

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Deriving Actionable Insights

from Conversations

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