PowerPoint Presentation
Social Listening: Harness Marketing Insights from Consumer
Conversations#SMTLive
Thank You to Our Sponsor@Brandwatch
#SMTLive
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
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
#brandwatchtips
Distributing social data
Finding the right audience
#brandwatchtips
Screen grab of search results page in Audiences
Whats next?
#brandwatchtips
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
[email protected]
@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
PAGE #
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
#SMTLive
