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eMetrics Chicago 2012Christina MannarinoSocial Listening: Putting What You Can Measure to Work

Corporate reality of Social Listening

Approaches, frameworks and use cases for social listening

Next steps

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Today’s Discussion

Agency enthusiast, 5 years of account and strategic planning

Connecting threads between traditional research and real-time data (Search + Social) to drive insights for our clients

Educated in English Literature and Studio Arts

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About Me

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Performics inspires participation by applying the principles of performance marketing to drive relevant connections across owned, paid and earned media.

We offer a robust suite of performance marketing solutions:

— Search Advertising

— SEO & Content Optimization

— Conversion/Landing Page Optimization

— Analytics and Research Services

— Display Performance Marketing

— Affiliate Marketing

— Feeds & Syndication

— Mobile Performance Marketing

— Reputation Management & Social Media Asset Optimization

— Social Performance Marketing

More than 800 experts in 18 countries

As a corporate reality

Social Listening

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Following Orders

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Super Passionate. No Support.

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Different & Siloed Agendas

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Rock Stars

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Which Scenario Do You Fall In?

Approaches to Listening

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Isolate unique data

What is the potential business impact?

Be ready to fast track

Seeking out new, quick, actionable insights

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Finding a Hidden Gem (good or bad)

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A Clean Way to Fast Track

The Onion writes article, poking fun of Tide videos 2 days later, a Tide ad is born on

YouTube & quickly goes viral

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Finding a Pattern or Trend of Insights (good or bad)

Consistent insights that can lead to predictions and future marketing strategies

Be willing to be wrong!

Create a forecast to

test and learn

Choose timeframe 90+ seasonality <30 daily/weekly

Understand cause and

effect

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Engagement Starts With a Story, Not a Platform

Stop thinking data points, individual words, likes and sentiment ratios, and start thinking how these insights can create user narratives.

Participant

Who Are Your Participants?

Statistical Models = Participant Understanding

3 Use Cases of Actionable Insights

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Performics client (auto mfr) sought to understand: How have participants evolved?

Does the auto they want correlate to online behavior

segments?

Social and Search Insights were integrated with

traditional persona research to understand:

Where in-market shoppers research specific vehicles

What are key selling points for specific vehicles

Which vehicles are cross-shopped and why?

How should this evolve TV ads, promotions and our

sales dialogue?

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Unique Digital Needs Influence Content Strategy

Hair loss brand Rogaine passively listened and

unexpectedly identified (a gem) that Prince

William was a core target for social

conversation around hair loss, leading up to

the Royal Wedding.

Insights revealed:

– Preferences for specific foam products

– Advocates claimed personal success stories

– Brand opportunity to leverage royalty/celebrity

figures as potential spokespeople in future

marketing

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Prince William’s Dome Led to Free Branding Awareness

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Key Magnetization Issue Identified & Resolved

“Hotel key kept demagnetizing and had to go to front desk for help 2X.” Priceline

A major hotel brand sought to understand why

they experienced declines in guest bookings.

Social listening exposed a significant issue

amongst peer review sites. Insights enabled the

hotel brand to react quickly and change their

service provider.

Insights revealed:

– The hotel’s guest keys were constantly

demagnetizing and not unlocking room doors

– Unhappy guests spread concerns across multiple

travel review sites

Key Insights Should Form An Elevator Pitch

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How this can help our business

How we can get more in tune with our participants

How we can embrace innovation

How we compare against our competitors

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Insights That Form An Elevator Pitch Become Actionable

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Follow a Simple Framework to Better Understand Your Participants

Cleanse the

noise, but don’t forget

Analyze demos

and behaviors

Cluster and align themes &

gems

Identify engagement with media and content

Apply additional research &

data

Create profiles

and activate

At this point youshould have an idea

of 2-5 dominating profiles

Measure effectiveness

using an organized

framework for testing

Making Quality Business Decisions

Collect data for each audience segment

across all touch points

Segment data into profiles and create

action plans

Executeby delivering relevant messages and content

through two-way dialogue

1. Social data insights should not only come from a listening tool

2. Real-time data sources like Search Marketing need to be in the mix

3. Integrate social into your CRM databases & track behaviors

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Integration of Data Sources is Key

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All good marketing campaigns should be centered around your participant’s experience.

Search Social DisplayEmail Apps

Bid Strategy

Keyword/Context

Testing

Content

KPIs

Research

Operations

Marketing

Finance

Channels

BusinessMetrics

Messaging

Analytics

Participant Experience

Video

Testing Forecasting SegmentationAttribution Clustering

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Next Steps1. Corporate culture can change with hope, empowerment

and consistency.

2. Build a council of stakeholders. Whether you have “social” in your title or not, you are all owners.

3. Create a framework and process that enables the ability to fast track.

4. Bridge the customer intelligence gap and invest in collective technologies.

Christina Mannarino

Christina.Mannarino@performics.com

@MannyChiTown

Thank you!

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