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The Art and ROI of Listening: Turning Your Platform into a Marketing Machine
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The Art and ROI of Listening: Turning Your Platform into a Marketing Machine #SMTLive
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Increasingly, people are using digital in every aspect of their life. Good or bad customer service? Consumers share about their experience on Twitter. Horrible food? They leave a negative review on social media. Every organization, no matter how big or small, can learn from these online raves and rants. This knowledge can help improve the business, products, and services. It can also give a competitive advantage as well as set your company up as an industry leader. Whether you are new to social media listening or want to expand your existing efforts, there are a few things you’ll want to do to ensure that the time and resources on the program are well spent. Discussed in this webinar are: - Determining the goals of your social listening program. - Monitoring and assessing the progress of your social listening program. - Identifying who will benefit from social media analytics and at what level of detail. - Deciding which social channels to investigate. - Identifying influencers. - Arming employees to be brand evangelists. - Creating a crisis management plan.
Transcript of The Art and ROI of Listening: Turning Your Platform into a Marketing Machine
The Art and ROI of Listening: Turning Your
Platform into a Marketing Machine
#SMTLive
Thanks to Our Sponsor
@Visible
Join the Conversation…
#SMTLive
#SMTLive
Our Speakers
Ken Giffin - VP, Marketing at Visible Technologies. 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. @kengiffin1
Jaime Vignali - Director, Global Digital Marketing Operations, Novartis Consumer Health Jaime has over 14
years of integrated marketing experience with multinational companies such as Gerber Products and Cadbury Adams.
In her current role she is responsible for implementing global best practices around social and integrated digital
marketing. Social media listening plays a key role as she strives to create great, and consistent, customer experiences
for Novartis worldwide. @DocJMV
Doug Busk - Director, Global Social Media Platforms & Strategy at Coca-Cola. With over 15 years’ leadership
experience in mobile and social media spaces, Doug Busk brings a diverse background to his role as Director of
Connections Innovation within the Global Connections marketing team at The Coca-Cola Company. In that position,
Doug is responsible for initiatives that empower the company’s marketers worldwide to connect with consumers on a
real-time basis and the supporting global social listening and engagement strategy, platforms and the team of 18 social
media professionals that drive them. @dbusk
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media
and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition
(Wiley 2012). @PaulDunay
Importance Of Social Listening
Nate Elliott, a recognized through leader in
digital marketing, recently cited 5 keys areas
that all marketers should apply social media
listening:
Develop messaging and content
Source and refine creative
Improve your media plan
Identify key influencers
React to real-time opportunities and threats
#SMTLive
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.
#SMTLive
Getting Started: Selecting A Partner
NOVARTIS PERSPECTIVE: We developed specific
criteria based on our business objectives
• Global reach with multi-language capability
• Ability to pull actionable insights from the data
• Understands our space
• Combination of consulting services + powerful
listening platform
• Understanding of how social listening can inform
functional areas (marketing, marketing research,
communications/PR, etc.)
#SMTLive
Monitoring/Assessing
Progress
• Determine the goals of your listening program
• Identify key stakeholders for social media
analytics
• Kickoff and training
• Develop reporting/KPIs
• Share case studies and examples throughout the
company
• Iterate and refine
#SMTLive
Be the most socially responsive
and engaged organization in the
world.
Doug Busk – Director – Connections Innovation – [email protected] || @dbusk || @cocacolaco
Doug Busk – Director – Connections Innovation – [email protected] || @dbusk || @cocacolaco
Doug Busk – Director – Connections Innovation – [email protected] || @dbusk || @cocacolaco
#SMTLive
Our Speakers
Ken Giffin - VP, Marketing at Visible Technologies. 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. @kengiffin1
Jaime Vignali - Director, Global Digital Marketing Operations, Novartis Consumer Health Jaime has over 14
years of integrated marketing experience with multinational companies such as Gerber Products and Cadbury Adams.
In her current role she is responsible for implementing global best practices around social and integrated digital
marketing. Social media listening plays a key role as she strives to create great, and consistent, customer experiences
for Novartis worldwide. @DocJMV
Doug Busk - Director, Global Social Media Platforms & Strategy at Coca-Cola. With over 15 years’ leadership
experience in mobile and social media spaces, Doug Busk brings a diverse background to his role as Director of
Connections Innovation within the Global Connections marketing team at The Coca-Cola Company. In that position,
Doug is responsible for initiatives that empower the company’s marketers worldwide to connect with consumers on a
real-time basis and the supporting global social listening and engagement strategy, platforms and the team of 18 social
media professionals that drive them. @dbusk
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media
and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition
(Wiley 2012). @PaulDunay
Thanks to Our Sponsor
@Visible
#SMTLive
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Free Ticket to The Social Shake-Up!
#SMTlive Audience: Tell us why you want to go
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