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Information, reviews, complaints, and compliments are spread globally across social media with a few mouse clicks. And they are like a permanent tattoo seen over and over by customers and prospects researching your products and services. Even if your goods have improved by leaps and bounds, the “tattoo” of your past is merely faded. This is why it’s crucial to use social media listening and measurement applications to monitor, analyze, and inform you quickly of online brand threats and opportunities. However, this data is only important if you actually do something with it. In this webinar, we’ll talk about taking the next steps from listening to actionable insights. Join our panel of experts to discuss: -Turning social data into insights. -Aligning KPIs across departments and channels. -Streamlining company-wide collaboration. -Fine-tuning your business goals and strategies. -Turning insights into action. -Scaling social across your company and systems.
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Social Intelligence: Move Beyond Listening to Insights and Action
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Our Speakers
Ben Farkas, VP, Global Client Services at Synthesio. @Ben_Farkas
Andrew Bowins, Senior Vice President, Corporate & Digital Communications at MasterCard. @mastercardandy
Charlie Treadwell Director of Social Marketing at Symantec. @ctreadwell
Robin Carey founder and CEO of Social Media Today. @robincarey
Every day, social media users produce 500 million Tweets, 4.5 billion Facebook Likes, and 55 million new photos on Instagram.
SOCIAL DATA IS EVERYWHERE
50% of consumers are more likely to buy a product from a company that they can contact via social media.
56% of consumers that actively use social media to interact with businesses feel a stronger connection to that business.
31% of consumers say that their decision to buy a product was influenced by something they read in a blog.
72% of all internet users are now active on social media.
93% of marketers use social media for business.
SOCIAL CONNECTEDMake Social Integral to Business Strategy
DELIVER AT SCALE The right data to the right people at the right time.
FUEL BUSINESS INTELLIGENCEActionable Insights. Prove Business Value.
SOCIAL INTELLIGENCEBuilding a Social Business
BE SOCIAL DRIVENIt all starts with the DATA.
CONNECT
COLLABORATE
ANALYZE
LISTEN
PRIdentify a potential crisis before it spreads. Establish a direct dialogue with key journalists, bloggers, etc. Engage in real-time & communicate directly with consumers.
CUSTOMER SERVICEImprove customer satisfaction. Establish real-time communication between your brand and consumers to improve service and sales.
MARKETING/ADVERTISINGBuild a community of brand advocates and identify key influencers and key influential websites to improve targeting and measure the impact of campaigns.
MARKET RESEARCHAnalyze online conversations, opinions, wants and needs, for a brand or topic. Identify a brand’s strengths, weaknesses, opportunities for improvement, and measure competitor presence and progress.
SALESIdentify new prospects for lead generation and provide new product info, news, and promotions. Understand consumer wants and needs to integrate into sales strategy and pitches.
COMPLIANCEVerify that all social media initiatives are compliant with industry regulations.
SOCIAL INTELLIGENCE. BUSINESS RESULTS.The Social DNA.
2011• 21 countries• Monthly country level
dashboards• Synthesio available for
PR and Marketing• Implementation of the
SRS
2014• Global• All layers of reporting • Synthesio available for all
departments and their agencies
• Synthesio analytics tied to Nissan’s employee reward program
NISSAN. Building Social Intelligence at Scale.
CASE
STUDY
SRSGROWT
HSOCIAL REPUTATION
SCOREROI
$
Page 9August 7, 2012
Page 10August 7, 2012
Page 11August 7, 2012
12@Mastercardandy
Take Away(s)• Listen• Don’t Shout• Engage in real time• Focus on the smaller numbers • Know what you want to measure• Focus on insights not metrics • Data removes the emotion• Take risks once you have the insights
Social Media Monitoring
Tool
Social Media Today13
Blogs
Message boards
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
SymantecEmployee
Response Query
Case
Social Triage Team
Review
13
Human Validated Triage and Insights
Social Media Today 14
StockStock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.
FlowFlow is the feed. It’s the
posts and the tweets. It’s the stream of daily and sub-daily updates that
remind people that you exist.
&
Multichannel Distribution Model
Social Media Today
Adapted from First 10 & Smart Insights
Thanks to Our Sponsor
@synthesio SYNTHESIO.COM
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Upcoming Webinars
June 17th
Superb Social Customer Service: The New Key Differentiator
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