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Social Listening: Harness Marketing Insights from Consumer Conversations#SMTLive
Thank You to Our Sponsor@Brandwatch
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Follow along and share your thoughts on Twitter at #SMTLive
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Our Speakers Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across their portfolio of businesses. Prior to her role at Kohler Co., she was a Vice President at Ogilvy, leading social strategy for the Kimberly Clark baby and childcare brands. Kendra has a bachelors degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @KfoleyWill McInnes is the CMO at Brandwatch, a leadingsocial media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides advanced social media listening and analytics platforms for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. @willmcinnesPaul Dunay 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
Drew Neisser is founder and CEO of Renegade, the NYC-based agency that helps CMOs transform marketing from mere messaging to programs of genuine value. Dubbing this approach marketing as service, Drew and the Renegade team are on a purposeful quest to eliminate ad pollution. He is a recognized authority on non-traditional marketing techniques having won innumerable awards for creativity and campaign effectiveness and is the author of a new book, The CMOs Periodic Table: A Renegades Guide to Marketing. @DrewNeisser
Kevin Hack is the head of Social Intelligence in Global Digital Marketing Advancement at The Hershey Company where he manages social listening, engagement, and analysis efforts for the brands and company. Prior to his current role, he led Social Media Customer Care and Consumer Insights at Hersheys. He previously studied Marketing at the Haub School of Business at Saint Josephs University in Philadelphia, Pa. @kevinhack
#SMTLive
Social Intelligence/Will McInnes | CMO, Brandwatch | @willmcinnes3 things today and 3 things for tomorrow
1200+ clients in 20+ international markets 98% customer satisfactionOver 30% of Fortune 100300+ employeesInternational New York/San Francisco/Brighton/Berlin/Stuttgart/SingaporeA scalable proprietary solution supporting 44 languages
6
Getting the signals
#brandwatchtips
Signals
Distributing the data
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Distributing social data
Finding the right audience
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Screen grab of search results page in Audiences
Whats next?
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Now You Know
Social Listening Infinite UpsidePassions & pain pointsIsolatesNew products/services & enhancements IdentifiesInspiresMultiple departments & levelsCustomer feedback loopInformsCustomer-centric organizations@DrewNeisserInvolves
#SMTLive
For More InspirationSeveral social casesThe Weather ChannelNASA
Contactdneisser@renegade.com646-838-9001
@DrewNeisser
#SMTLive
Turning Social Insights Into Action
Listening + Awareness =SalesRelaunch Fan Favorites
Seasonal Opportunities
#SMTLive
Proactive Real-Time Marketing@kevinhack
#SMTLive
Who is Kohler Co?@Kfoley
#SMTLive
How are we mining social intelligence?
@Kfoley
#SMTLive
Kohler at BonnarooModerate and quantify social conversations to drive SOV
Shared daily briefs between the Command Center and on-site staff shared key insights, opportunities and optimize strategiesOur strategy: listen around five core buckets of social conversations to streamline engagement
@Kfoley
@BonnarooShowering at BonnarooKohler @ BonnarooInfluencers @ BonnarooBrands @ Bonnaroo
#SMTLive
200% increase: social engagement rate#KohlerShowerParty mentioned more than 3,400 times // 13.5MM impressions10 influencers with cumulative following of 7.4MMNeverTOO Loud media1,200+ organic followers gained200% increase: social followers/day across Kohler brand platforms
2,000 Moxie giveaways347% increase: sales on Amazon.com
More than 80 million impressions and 380,000+ engagements drove awareness and consideration for the brandTargeted social listening & media investmentInfluencer and cross-channel media partnershipsContent published across channels & communitiesIntegrated Moxie into an experience that attendees could take home
@Kfoley
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Join the Conversation
Follow along and share your thoughts on Twitter at #SMTLive
Submit your questions in the GoToWebinarcontrol panel
#SMTLive
Our Speakers Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across their portfolio of businesses. Prior to her role at Kohler Co., she was a Vice President at Ogilvy, leading social strategy for the Kimberly Clark baby and childcare brands. Kendra has a bachelors degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @KfoleyWill McInnes is the CMO at Brandwatch, a leadingsocial media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides advanced social media listening and analytics platforms for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. @willmcinnesPaul Dunay 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
Drew Neisser is founder and CEO of Renegade, the NYC-based agency that helps CMOs transform marketing from mere messaging to programs of genuine value. Dubbing this approach marketing as service, Drew and the Renegade team are on a purposeful quest to eliminate ad pollution. He is a recognized authority on non-traditional marketing techniques having won innumerable awards for creativity and campaign effectiveness and is the author of a new book, The CMOs Periodic Table: A Renegades Guide to Marketing. @DrewNeisser
Kevin Hack is the head of Social Intelligence in Global Digital Marketing Advancement at The Hershey Company where he manages social listening, engagement, and analysis efforts for the brands and company. Prior to his current role, he led Social Media Customer Care and Consumer Insights at Hersheys. He previously studied Marketing at the Haub School of Business at Saint Josephs University in Philadelphia, Pa. @kevinhack
#SMTLive
Upcoming WebinarFebruary 16th:
Storytelling Gone Wild: The Key to Creating Viral Content
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