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The Art and Science of Social ListeningBy:Anne TaillandierKristin O’Halloran
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01 Approach
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The Scope of Social Listening
1Generate Insights:
Deep Dive Analysis
In-depth analysis of brand or other topics. Produces insights and helps learn how the audience is speaking about the brand, its competitors, and category or related topics
2Track Buzz:
Brand, Competitors, Category
Understand SOV and impact of marketing activities on online conversations determined by volume, sentiment, and specific verbatim responses.
3Monitor Conversations:
Alert and Response
Keep a pulse on all conversation specific order to identify both positive and negative conversations along with the appropriate method of dissemination and response if/when necessary.
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No Magic Button
Social listening…Not a research tool that can be controlled for target or projectable to populationDoes not provide automated machine-based analysis of conversationsDoes not allow to ask specific questions directly to the audience
It…Enables gaining qualitative insights from conversations that take place onlineIs based on analysis of sample conversations and relies on human interpretationFocuses on salient insights for inspirationCan provide a relative estimation of volume, location of conversations, and sentimentNeeds to be directed and only as good as the queries used for listening
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Discover
Think
Make
Social Listening Can Contribute In Every Phase of Marketing
Research Design Learn
Plan Build Optimize
Create Evolve
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Discover
Discover
Research
Plan
• Discovery• Brand Sentiment• Target Audience Research• Historical Results
• Measurement Framework• Benchmarks & Forecast
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Create
Design
Build
Create
• Validate Target Audience• Concept Testing
• Operationalize Framework
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Evolve
Learn
Optimize
Evolve
• Tracking and Analysis • Creative Testing• User Profiling• User Feedback
• Ongoing Analysis• Optimization Recommendations
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02 Who are we?
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Anne Taillandier
Anne is a Director of Analytics and joined R/GA in 2007. Since joining, she has led marketing strategy & analytics for clients such as Coca-Cola, MasterCard, Ameriprise, Johnson & Johnson, Unilever, and Chanel. She has experience across integrated marketing campaigns, CRM programs, websites, display advertising, paid search, mobile, and social media. Anne has led several in-depth social listening research projects for retail, CPG, and financial services. Prior to R/GA, Anne worked at Wunderman where she focused on analyzing marketing programs and delivering actionable marketing insights and optimizations for clients such as Microsoft, Kraft Foods, IBM, AT&T, and Citibank. There she also developed relationship marketing infrastructures and built marketing information reporting. Before Wunderman, Anne worked at Citibank, managing monthly marketing campaigns for cardholders. Anne comes from France where she graduated with a BBA and a MS in Management from the Grenoble Graduate School of Business (ESC Grenoble). In New York, she obtained her MBA with a concentration in Marketing from Pace University.
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Kristin O’Halloran
Kristin is currently a Manager of Analytics at R/GA and has experience in Web, OLA, Mobile, and Social Media Analytics, as well as research. She started at R/GA back in 2009 and has worked on accounts such as Walmart, L’Oreal Paris, L’Oreal Luxury Division, MasterCard, and Coca-Cola. While working on Walmart, R/GA was able to launch the brand into the social media stratosphere. This allowed her to help develop some of R/GA’s best practices and standards for social media analytics and social listening. Prior to joining R/GA, Kristin worked for NBC Universal in Digital Research Analytics where she focused on Web, Mobile, and Out of Home analytics, as well as, primary and secondary research. Kristin is a proud graduate of Fordham University where she studied Marketing and Music.