Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening to Determine the ROI...
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Transcript of Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening to Determine the ROI...
Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening to Determine the ROI of Social Media
#SMTLive
#SMTLive
Thank You to Our Sponsor
@Talkwalker
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
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Our Speakers Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer
Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years, across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across the globe. @Benjamin_Kay
Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale Carnegie. @ToddMGrossman
Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre
#SMTLive
The Problem: Increasing spend in social…
@NealSchaffer
…yet 88% of marketers want to know how to measure social ROI
#SMTLive
@NealSchaffer
Measuring social media ROI begins before social media
Social media complicates measurement because it is the ultimate focus group!
• Infinite source of data regarding consumer demographics and buying trends• Gauge consumer interests and how they interact with competitors & content• Can help measure aggregate interaction between a brand and the public
#SMTLive
The Challenge: Maximizing Your Social Listening
Social Data
Public Relations
Customer Support
Marketing
Sales
Human Resources
Research & Development
@NealSchaffer
#SMTLive
What is the ROI of Business Intelligence?
• Market Trends• What the Media says about you• Both what your Competitors are saying AND what is
said about them• What your Customers are saying about you AND TO
you• Who Potential Customers might be and what they
are saying• Who Your Advocates are AND what they are saying
about you• Who are Influencers and what they are saying• What your Employees are saying in general AND
about you• Where potential candidates might be to fill your
Talent Pipeline
“In our experience, to prove true value it’s critical to build metrics based on data that C-suite can easily digest and clearly map back to true business goals and objectives.” – Todd Grossman, CEO, Talkwalker America
R&D
Product Marketing
Public Relations
Marketing
Sales
Customer Serivce
Human Resources
@NealSchaffer
#SMTLive
Case Study: The ROI of Sponsorship Spend
@NealSchaffer
Listening data shows the ROI of investment in cost per mention.
#SMTLive
Case Study: The ROI of Campaign Spend
@NealSchaffer
Integrating social data with sales data to understand social’s potential role in increased revenues.
PAGE 11
Marketers have failed to master social data
• Do not set the right goals
• Track instead of measure
• Take a tactical approach
• Analyze in a silo• Struggle to connect
with business outcomes
500 millionTweets per
day
1.7 billion people with active social
accounts
@KCelestre
#SMTLive
Social intelligence impacts the entire lifecycle
Discover
Research
Purchase
Ask
Use
Advocate
@KCelestre
PAGE 13
Lululemon embraces co-creation
@KCelestre
PAGE 14
Lululemon embraces co-creation
@KCelestre
PAGE 15
Positive ROI can only be achieved through action
• Timely responses improve brand sentiment
• Two way interactions increase customer loyalty
• Implemented ideas grow brand advocacy
• Shared insights drive brand excellence (not just social!)
@KCelestre
@benjamin_kay
Using social listening to deliver business value
©2015 IBM Corporation
@benjamin_kay #SMTLive
Act Smarter (and faster)
Competitoractivity
Consumerbehaviour
Product / Proposition
developmentCampaign
optimization / Media Spend
In-lifecomms
TechnologyPlanning
Crisismanagement
Influencer identification/ engagement
Churn Prediction
Influencing business decision making
Sustainable competitive advantage is achievable by making better decisions using information and knowledge sourced via social platforms –
ultimately delivering greater commercial value.
Real time social data allows us to act smarter and act faster
©2015 IBM Corporation
@benjamin_kay #SMTLive
A mobile phone operator suffers network issues
Bef
ore
/ Dur
ing • Identification of
issue before any other channel
• Location• Customer`s affected• Severity
Pos
t• Impact on brand perception• Locations where customers were affected
didn’t match where social conversation occurred
• Customers were more concerned with transparency than the route cause
• Impact on business from financial PoV
Contact Centre
Social MediaWebsite GoogleNetwork
Data Sources
©2015 IBM Corporation
@benjamin_kay #SMTLive
IBM @ Wimbledon
©2015 IBM Corporation
@benjamin_kay #SMTLive
Social listening isn’t restricted to just external social
Max Black
©2015 IBM Corporation
@benjamin_kay #SMTLive
very proud
it makes a differencethanks for speaking up & sharing
we can get perspectives very quickly
©2015 IBM Corporation
@benjamin_kay #SMTLive
©2015 IBM Corporation
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
GoToWebinarcontrol panel
#SMTLive
Our Speakers Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer
Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years, across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across the globe. @Benjamin_Kay
Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale Carnegie. @ToddMGrossman
Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre
#SMTLive
Thank You to Our Sponsor
@Talkwalker
Talkwalker is a social data intelligence company specializing in listening, advanced analytics and reporting. We empower various departments within an organization to make business decisions based on social insights. Talkwalker provides the right data to the right people at the right time and in the right format.The Talkwalker social data intelligence platform is used by over 500 clients around the world including:
[email protected]@TalkwalkerTalkwalker Americas: +1 646 712 9441Talkwalker EMEA: +352 20 33 35 3 43
Get in touch
*)
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Upcoming Webinar
December 10th
It’s Who You Know: Influencer Marketing Now, A Case Study