Our presentation about how deep social listening can impact a brand's decision on products, services, audience segmentation, and creative marketing approaches.
6. More than
of U.S. consumers say
social media influences their
shopping behavior.
#LunchNListen
7. Social is no longer just a
marketing channel.
New product ideas
Risk management
Audience insights
Competitive analysis
#LunchNListen
It’s also a source of…
8. When you engage in
deep listening,
good ideas come to you.
#LunchNListen
9. What is deep listening?
Hint: It’s much more than
just mentions!
#LunchNListen
10. Are you reaching your the target audience?
What DO they like? What DON’T they like?
What are they saying?
Who ARE you reaching?
What are they saying?
What are your competitors doing?
Who are your influencers?
#LunchNListen
11. Are you reaching your the target audience?
What DO they like? What DON’T they like?
What are they saying?
Who ARE you reaching?
What are they saying?
What are your competitors doing?
Who are our influencers?
#LunchNListen
In a world full of
noise, is your
brand listening?
14. Negative Sentiment
Positive Sentiment
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
18. Meet Our Panelists
Our Panelists
William Petersen
TheAudience
Katie Hutchings
Heavenspot
Tom Doerr
INK Agency
#LunchNListen
19. Our Panelists
Director,
Social Media and
Digital Marketing
Listen. Learn. Evolve. Engage.
• Create content and experiences that make
consumers want to engage with your brand.
• Be responsive and not reactive in
community management.
• Stay current and stay relevant.
#LunchNListen
Katie Hutchings
20. Our Panelists
Social media makes it possible to
measure emotion.
• The Dove Real Beauty Sketch campaign
changed the conversation around female beauty
• Coachella turned into a social conversation
reaching 500 million people
• American Express engaged a completed
untapped audience of 20 million people
#LunchNListen
William Petersen
Vice President,
Marketing and Strategy
21. Our Panelists
Tom Doerr
Director,
Digital Marketing
Start with assumptions, finish
with data.
• Sony tries to tip the balance by engaging on-
the-fence consumers
• The Guardian News (UK) increases millennial
mobile traffic during general elections by 18%
• Which? helps change the way rail users get
refunds with a social led petition
#LunchNListen
The internet and social media have completely changed the consumer buying cycle.
Today’s buyers are using mobile devices and social media to read product information, access review sites, and compare prices and services -- from their home, their commute, or even within the brick-and-mortar store they’re in.
In fact, 80% of millennials and 55% of shoppers age 35+ use their mobile devices for shopping decision while in-store
Traditionally — social media has been looked at as a means of promoting products
Today — social media is a wealth of data about your consumers. Mike Snead (panelist from MXM) has called it “the world’s largest focus group” — and he’s right!
The key to unlocking this vast wealth of consumer data is to immerse yourself in it. This kind of day-in, day-out social listening is where aha! moments come from.
not just Twitter
not just social media networks — also reviews, forums, etc.
JL wants to remove
JL wants to remove
JL wants to remove
JL wants to remove
“You can have data without information, but you cannot have information without data.” – Daniel Keys Moran, an American computer programmer and science fiction writer.