Beyond Social Listening: Insights that Power Decision-Making
Beyond Social Listening: Insights that Power Decision-Making
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Transcript of Beyond Social Listening: Insights that Power Decision-Making
Social is no longer just a marketing channel.It’s also a source of…
New product ideas
Risk management
Audience insights
Competitive analysis
#LunchNListen
Posi%veSen%mentNega%veSen%ment
Deep listening also means monitoring the full conversation.
Great flight on United last night. Landed 30 minutes early. Was able to have dinner with the family. #HoneyImHome
#LunchNListen
Nega%veSen%mentPosi%veSen%ment
Deep listening also means monitoring the full conversation.
@IraWinderman. That wasn’t my experience! They gave peanuts to my son after I told them he was allergic. It was a close call. I’m thinking of suing.
@JessicaTaylor – want to tell your story on tomorrow evening’s news? It would be a great way to educate.
#LunchNListen
Great flight on United last night. Landed 30 minutes early. Was able to have dinner with the family. #HoneyImHome
"The goal is to turn data into information, and information into insight."
– Carly Fiorina, former chief executive of Hewlett-Packard Company (HP)
#LunchNListen
Meet Our Panelists Our Panelists
Julia Kim Ditto Labs
Mike Snead MXM
Rebecca Lombardo Tracx
#LunchNListen
Our Panelists
Mike Snead
Senior Director,Digital and Social
Strategy and Insights
Social listening enables marketers to tap into the world’s largest focus group.
• Dodge changes Challenger steering wheel based on social media feedback
• Walmart changes price point for the Nerf Rebelle Heartbreaker
• Sony optimizes Resident Evil movie trailer for paid social based on fan conversations
#LunchNListen
Our Panelists
Julia Kim
Vice President,Client Operations
Analyzing Visual Data: Use Cases
• Discover and respond to instances of defective/damaged products
• See patterns and trends that may influence brand perception
• #NSFW — Moderate user-generated content
• Access more customer experiences — both negative and positive
• Identify risk
#LunchNListen
Our Panelists
Rebecca Lombardo
Director of Strategic Services
Big Ideas Come From Big Data
• Sears can manage inventory redistribution based on fan comments
• Brands like Kraft and Mondelēz International monitor complaints on social media to manage product recalls
• Ardent Mills discovers new flavor and recipe ideas based on social trends
#LunchNListen
Thank you!Additional Resources
Request a Demo Sears Case Study How to Uncover New Opportunities Using Social Data Ebook
#LunchNListen
2010 2011
“Challenger has the more muscle car interior feel besides the
stupid steering wheel not being a 3 spoke.”
-Consumer social post
▪ Most popular Fab15 toy in general online conversations
▪ The Planes DVD/BluRay release will occur during the days leading up to Black Friday
▪ Walmart has the Nerf Rebelle Heartbreaker priced approximately 25% cheaper than Kmart
Examples of Social Listening Impacting Business Decisions
#LunchNListen
Resident Evil Trailer 1 Resident Evil Trailer 2
https://www.youtube.com/watch?v=jbtmW3ydOkU
https://www.youtube.com/watch?v=79Sd4GtOXuI
Sony | Cut Optimized for Paid Social Targeting and Inclusion of Elements Identified in Franchise Fan Conversations
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