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Social Listening: Harness
Marketing Insights from
Consumer Conversations
#SMTLive
#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
G...
#SMTLive
Our Speakers
Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across th...
Social Intelligence/
Will McInnes | CMO, Brandwatch | @willmcinnes
3 things today and 3 things for tomorrow
1200+ clients in 20+ international markets
98% customer satisfaction
Over 30% of Fortune 100
300+ employees
International ...
#brandwatchtips
Getting the signals
#brandwatchtips
Distributing the data
#brandwatchtips
Finding the right audience
#brandwatchtips
What’s next?
Now You Know
#SMTLive
Social Listening – Infinite Upside
Passions & pain pointsIsolates
New products/services & enhancementsIdentifies
...
#SMTLive
For More Inspiration
Several social cases
• The Weather Channel
• NASA
Contact
• dneisser@renegade.com
• 646-838-...
#SMTLive
Turning Social Insights Into Action
Listening +
Awareness =
Sales
Relaunch Fan
Favorites
Seasonal
Opportunities
#SMTLive
Proactive Real-Time Marketing
@kevinhack
Listen
EvaluateAct
#SMTLive
Who is Kohler Co?
@Kfoley
#SMTLive
How are we mining social intelligence?
@Kfoley
#SMTLive
Kohler at Bonnaroo
Moderate and quantify social conversations to drive SOV
• Shared daily “briefs” between the Co...
PAGE 19
• 200% increase: social
engagement rate
• #KohlerShowerParty
mentioned more than 3,400
times // 13.5MM impressions...
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
G...
#SMTLive
Our Speakers
Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across th...
#SMTLive
Upcoming Webinar
February 16th:
Storytelling Gone Wild: The Key to
Creating Viral Content
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Social Listening: Harness Marketing Insights from Consumer Conversations

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Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.

That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.

Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:

Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns

Publicado en: Empresariales
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Social Listening: Harness Marketing Insights from Consumer Conversations

  1. 1. Social Listening: Harness Marketing Insights from Consumer Conversations #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @Brandwatch
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #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 bachelor’s degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @Kfoley Will McInnes is the CMO at Brandwatch, a leading social 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. @willmcinnes 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: 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 CMO’s 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 CMO’s Periodic Table: A Renegade’s 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 Hershey’s. He previously studied Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia, Pa. @kevinhack
  5. 5. Social Intelligence/ Will McInnes | CMO, Brandwatch | @willmcinnes 3 things today and 3 things for tomorrow
  6. 6. 1200+ clients in 20+ international markets 98% customer satisfaction Over 30% of Fortune 100 300+ employees International New York/San Francisco/Brighton/Berlin/Stuttgart/Singapore A scalable proprietary solution supporting 44 languages
  7. 7. #brandwatchtips Getting the signals
  8. 8. #brandwatchtips Distributing the data
  9. 9. #brandwatchtips Finding the right audience
  10. 10. #brandwatchtips What’s next?
  11. 11. Now You Know
  12. 12. #SMTLive Social Listening – Infinite Upside Passions & pain pointsIsolates New products/services & enhancementsIdentifies Inspires Multiple departments & levels Customer feedback loopInforms Customer-centric organizations @DrewNeisser Involves
  13. 13. #SMTLive For More Inspiration Several social cases • The Weather Channel • NASA Contact • dneisser@renegade.com • 646-838-9001 @DrewNeisser
  14. 14. #SMTLive Turning Social Insights Into Action Listening + Awareness = Sales Relaunch Fan Favorites Seasonal Opportunities
  15. 15. #SMTLive Proactive Real-Time Marketing @kevinhack Listen EvaluateAct
  16. 16. #SMTLive Who is Kohler Co? @Kfoley
  17. 17. #SMTLive How are we mining social intelligence? @Kfoley
  18. 18. #SMTLive Kohler at Bonnaroo Moderate and quantify social conversations to drive SOV • Shared daily “briefs” between the Command Center and on-site staff shared key insights, opportunities and optimize strategies • Our strategy: listen around five “core” buckets of social conversations to streamline engagement @Kfoley @Bonnaroo Showering at Bonnaroo Kohler @ Bonnaroo Influencers @ Bonnaroo Brands @ Bonnaroo
  19. 19. PAGE 19 • 200% increase: social engagement rate • #KohlerShowerParty mentioned more than 3,400 times // 13.5MM impressions • 10 influencers with cumulative following of 7.4MM • NeverTOO Loud media • 1,200+ organic followers gained • 200% increase: social followers/day across Kohler brand platforms • 2,000 Moxie giveaways • 347% increase: sales on Amazon.com More than 80 million impressions and 380,000+ engagements drove awareness and consideration for the brand Targeted social listening & media investment Influencer and cross- channel media partnerships Content published across channels & communities Integrated Moxie into an experience that attendees could take home @Kfoley
  20. 20. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  21. 21. #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 bachelor’s degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @Kfoley Will McInnes is the CMO at Brandwatch, a leading social 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. @willmcinnes 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: 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 CMO’s 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 CMO’s Periodic Table: A Renegade’s 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 Hershey’s. He previously studied Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia, Pa. @kevinhack
  22. 22. #SMTLive Upcoming Webinar February 16th: Storytelling Gone Wild: The Key to Creating Viral Content

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