5 Ways Smart Marketers Use Social Intelligence to Succeed

Copyright ©2014 Visible Technologies, Inc. All rights reserved.1

5 Ways Smart Marketers Use Social Data Analytics to Succeed

Featuring


Agenda

1. Introduction • #Visible5Ways

2. The 5 Ways……and Examples3. How to Get Started4. Q and A / Wrap Up


Our Presenters

Nate Elliott, VP, Principal Analyst at Forrester Research, Inc. Nate helps firms develop marketing strategies focusing on branding channels such as social media and online video advertising. He has spoken at hundreds of events world wide and regularly writes columns for leading publications.

Ken Giffin - VP, Marketing, Visible Ken has over 20 years of marketing experience where he has helped brands such as GE, 3Com, AmEx, Norelco and Alcoa navigate change. His experience spans from comms/PR to product marketing, brand strategy, and demand generation.

Making Leaders Successful Every Day

Five Ways Marketers Should Use Social DataNate Elliott, Vice President and Principal AnalystApril 29, 2014@nate_elliott

© 2014 Forrester Research, Inc. Reproduction Prohibited 6

Marketers are missing the social data opportunity

› Most marketers don’t have direct access to social data• Social data is gaining traction across organizations

• But most of those with access to the data are not marketers

› Agencies’ use of social data remains inconsistent• Not all agencies are providing social data to clients

• Few enable their clients to share data across all their agencies


Five ways markets should use social data

1. Develop messaging and content

2. Source and refine creative

3. Improve your media plan

4. Identify key influencers

5. React to real-time opportunities and threats





UPS use social listening to identify small businesses’ challenges


Dolby identified events they could leverage with #DolbyFacts






REI sources most of its Instagram creative from its followers


Source: Sneakerpedia

Footlocker use Sneakerpedia to track which styles are popular with its audience







Holiday Inn Express used listening to better target its promoted tweets


Microsoft found discussions about their products in unexpected places








Mercedes identified social influencers to help boost awareness of its new model


Bomgar used listening to seed its social advocates program









Unilever listens for and responds to misperceptions about margarine


Regaine missed a golden opportunity during the British royal wedding









Real World Application


FIRST: Start With The Correct MindsetEveryone Knows Social Stats… …But Don’t Fall Into

These Social Traps

500 millionpeople on Facebook daily

400 milliontweets per day

200+ countries and 150+ languages

20 millionunique blogsand forums

Millions of reviewsand engagements

Social SiloTreating social media data differently that other marketing data.

More Is BetterNot everyone matters to your brand. Even if they ‘like’ you.

Pie Charts Not Answers Brands need to make business decisions from data. Identify your decisions and apply social to them.


SECOND: Leverage Social Segmentation

Four Things They Can Do Today With Social Intelligence- Measure Honda social conversation threads on “value” “reliability” and “gas

mileage” before and after report release and compare to the competition.- Find which forums have most conversation about report for immediate media

spend decisions.- A/B test creative focused on specific report attributes.- Use geo-capabilities to determine regional influence pockets and potential

regional media allocation opportunities.

BRAND MANAGER SCENARIO: Honda recently placed well in both Consumer Reports and JD Power reliability studies and wants to monetize these ratings.


THIRD: Realize Sophistication Is Easy

Swing State Intelligence and Outreach- Determine county and city level geographic segmentation- Determine progressive, conservative, independent trends and opinions- Test messaging on audience types and geographies to find winning formula in

unique markets- Use models to predict which segments respond to content and contact formats- Rank contact lists in order of persuasiveness to help optimize donor behavior

and volunteer mobilization

1ST DEBATE: 17 Million Posts2nd DEBATE: 20 Million Posts

All relate to Nate’s case studies on content, media planning, messaging and influencers


Audience Q&A


Results that Deliver Business Impact

Data You Can Trust Industry Experts

Leading Technology

+Deeper Insights

The Visible Difference


Next Steps

• Have a question comment about something in this webcast?• Nate Elliott @nate_elliott• Ken Giffin @KenGiffin1• Rich Miller [email protected]

• To discuss a demo or more information, contact us at [email protected], @visible on Twitter, or “Demo Request“ on our website

• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.

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