Presented by @CoryHartlenProduct Marketing Manager @radian6Cory.Hartlen@Radian6.com

Next-level Listening, Your Brand and Beyond

OVERVIEW

200 milliontweets/day

1.5 billionFacebook posts/day

Billions of blogs, comments& communities

What’s your community saying?

An Explosion of Conversations in Social Media

But Enterprises Are Not Prepared to Engage in Social Conversations

70% of companies ignore customer complaints on Twitter2

68% of CMOs feel unprepared to deal with social media1

1 IBM Global CMO Study 20112 Maritz and evolve24 Twitter Study, September 2011

38% of CMOs are tracking social media metrics1

What about the Enterprise?

Your customers, employees, vendors, suppliers, competitors are social

The Social Divide

| IT ALL STARTS WITH LISTENING, BUT FOR WHAT?

Ideas

Complaints

Compliments Crisis

Competition

CampaignInfluencers

Needs

Listen. Brand, Competition, Industry

How to get started: Freebies

NetVibes • Google Alerts • Twitter SearchTechnorati • Social Mention • Backtype.comBoardTracker and BoardReader • Paid Solutions

| HOW DO I LISTEN?

| SOCIAL MEDIA GRID

8

Listen/Analyze

Measure

Engage/Content

Your Brand Your Competitors

Your Industry

1 2 3

4 5 6

7 8 9

| THE SEVEN OUTCOMES OF SOCIAL MARKETING

Enhance Branding or Increase awarenessProtect Brand ReputationFacilitating PRBuilding CommunitiesImproving Customer ServiceDriving R&DIncreasing Sales

-Jason Falls, Nobullshitsocialmedia.com

WHAT CAN WE MEASURE?

| MEASUREMENTS THAT MATTERS

| WHO CAN USE SOCIAL DATA?

Public RelationsMarketing

Product Marketing

Market Research

Market Research

Competitive Intelligence

Consumer Affairs

Customer Service

Recruitment and HR

Investor Relations

Sales

| WHO CAN USE SOCIAL DATA?

Public Relations:

• Crisis communications• Real time opportunities• Following breaking issues• Discovering influencers• Measuring lift and reach of efforts

| WHO CAN USE SOCIAL DATA?

Marketing:

• Uncovering brand mentions• Improve SEO strategy• Understanding buzz, word of mouth • Real time opportunities• Campaign tracking • How content is being found and used, Crowd

sourcing? • Social Media + Web Analytics

| WHO CAN USE SOCIAL DATA?

Product Management:

• Product problems • Checks the pulse on success of product launches• Build your best mouse trap • Product input and ideas from customers, measure lift • Uncovering use cases• Real time focus groups• The Competition

• Solving problems• Finding trends and breaking issues• Keep customers up to date with info• Create knowledge base from answers• Integrate with CRM to prove cost savings• Real time feedback allows you to act quickly

| WHO CAN USE SOCIAL DATA?

Customer Service:

| WHO CAN USE SOCIAL DATA?

• Find where to fish for recruits• Reduce cost per recruit • Uncover the experts and influential• Listen for employees online, help enforce policy• Discover perception as employer

Human Resources:

| WHO CAN USE SOCIAL DATA?

• Uncover leads and contacts• Find competitor information• Listening for the point of need• Keep an ear out for clients• Prove ROI through CRM integration• Reduce cost per lead

Sales:

| AVOID THE SILO’S

Marketing PR HR Sales Cust. Serv.

Blogs Forums Facebook Twitter YouTube

| COMMUNITY MODEL

Marketing PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

| ADVANCED COMMUNITY MODEL

Marketing PR Regulatory Intel Cust. Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

WRAP UP

Questions?

Presented by @CoryHartlenProduct Marketing Manager @radian6Cory.Hartlen@Radian6.com