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Transcript of 6.2.15
Way Beyond Listening: Integrating Listening Into Your Platform for ROI
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@Synthesio
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Our Speakers Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the value chain. @brianmelinat
Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts. @benlapidus
Paul 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 including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative ways to enhance the customer experience. @kristinevick
SOCIAL INTELLIGENCEBUSINESS RESULTS
Ben LapidusSenior Sales Engineer, Synthesio @BenLapidus
NEW YORK
PARISLONDON
SINGAPORE
#1GLOBAL
LISTENING VENDOR
#1SOCIAL
INTELLIGENCE IN ONE TOOL
#1DATA COVERAGE
& QUALITY
500+ CUSTOMERS
220COUNTRIES54
LANGUAGES
SOCIAL INTELLIGENCE BUILT FOR ENTERPRISE SCALE
@Synthesio #SMTlive
ACQUISITION: ” WHAT’S THE GROWTH OF MY
COMMUNITY?”
ACTIVATION: “HOW SUCCESSFULLY AM I ENGAGING WITH MY COMMUNITY?”
AWARENESS: “HOW FAR COULD MY MESSAGE
SPREAD?”
SATISFACTION: ”HOW DOES MY AUDIENCE FEEL
ABOUT MY BRAND?”
HOW IS MY BUSINESS
PERFORMING?
ACROSS KEY METRICSTARGETED AT BUSINESS
VALUE FOR EXECUTIVE-LEVEL
REPORTS
CUSTOMER LIFECYCLE
@Synthesio #SMTlive
CONSIDERING
INTENT TO PURCHASE
CONVERSION
AWARE
SYNTHESIO METRICS
STAGES OF THE MARKETING FUNNEL
ALIGNING ROI METRICS TO THE MARKETING FUNNEL
@Synthesio #SMTlive
Global Marketing
Social Media Use Cases
9
Marketing
• Instant feedback on campaigns
• Improve Product messaging and offers/promos
• SEO/SEM
NPS® Diagnosis
• Issue identification and tracking
• Predicting NPS based on SNA
Customer Support
• Improve coverage• Prioritization of
support issues
Sales
• Lead Generation and Scoring
Product Development
• Primary Research• Early Warning
system• New Product
Ideation
M&A
• Research on potential acquisitions
• Customer reaction on upcoming acquisitions
Brian Melinat
Global Marketing
NPS Correlation
10Brian Melinat
Global Marketing
Listen to real-time voice of the customer
Anticipated a positive
reception as users had been
asking for a Linux version for
a while(via social media
and other sources)
However, social conversation
sentiment dropped (and
volume spiked) when the product
was released
People were upset with the
pricing:“Why does
Dell's Ubuntu-powered XPS 13 cost more
than its Windows
equivalent?”By: Vj_Vishalz
Media Provider:TWITTER
The decision was made to re-price
the XPS 13 at parity with the
Windows version in <24hrs
Sentiment (and sales)
rebounded as the volume of
unhappy customer feedback subsided
XPS 13 Linux version release
XPS 13 Social Media Volume and Sentiment (SNAP Score)
11Brian Melinat
#SMTLive
Thank you to our sponsor
@Synthesio
#SMTLive
Upcoming Webinar
June 16th
To LinkIn or Not to LinkIn: Getting Ahead of Your Competitors with Innovative Strategies
Featuring: Renee Ducre of IBM, Gregory Cohen of UCB and Gal Josefsberg of Act-On Software