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Evaluating Your Social Listening Tools:Is Your Social Media Analytics Solution

Working for You?

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Our Speakers

#smtlive

Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social networks and online communities to shape exploration and buying behaviors. Kim is an award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social media and listening platforms to drive awareness and technology adoption among the company's customers and developers. @KCelestre

Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and university guest lecturer around the globe. He is a board member of The Online Marketing Institute and was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms

Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social Media’s list of brands leading the way in social media customer service. @KrissyEspindola

About Our Moderator

#smtlive

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 Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and 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

Convert Social Data Into Social IntelligenceKim Celestre, Senior AnalystMay 8, 2013

© 2013 Forrester Research, Inc. Reproduction Prohibited 7

Top Performers Listen & Monitor

© 2013 Forrester Research, Inc. Reproduction Prohibited 8

But they do not integrate social data well

© 2013 Forrester Research, Inc. Reproduction Prohibited 9

Social Intelligence Is Proactive

Social Listening Tools

Krissy Espindola, T-Mobile Director KM & Social Customer Service

Service Issues Amplify which

impact can impact brand

perception

Why does Social listening matter?

11

Social media gives

customers a larger voice than ever

before

Understand what customers are saying and respond in a customer-centric way

For example..

12

MARCH

26APRIL

12MAY

1Un-carrier

Announcements

T-Mobile & MetroPCS Merger

iPhone Launch

Up 941%

Up 226%

Up 123%

Understand the conversations

13

Know your audience

14

Use in depth social data to drive meaningful strategies

Its not just about listening…

15

Resolve

Engage

Listen

Allow the tough conversations

16

Our Mission = turn unhappy customers into advocates

17

“Be THE World Class

brand for social

engagement”

Show you care through purposeful

engagement

1

Offer quick responses in

real time

2

Provide a differentiated

experience

3

Make positive connections that deliver on your

brand promise

4

The right tools enable your social teams

18

INCREASE operational

EFFICIENCY

DRIVE Campaigns &

Offers to create

LOYALTY

IMPROVE connection RESPONSE

TIME

TRACK social

SENTIMENT&

program EFFICACY

INTEGRATE with all social PROPERTIE

S

Our Speakers

#smtlive

Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social networks and online communities to shape exploration and buying behaviors. Kim is an award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social media and listening platforms to drive awareness and technology adoption among the company's customers and developers. @KCelestre

Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and university guest lecturer around the globe. He is a board member of The Online Marketing Institute and was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms

Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social Media’s list of brands leading the way in social media customer service. @KrissyEspindola

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