![Page 1: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/1.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.1
5 Ways Smart Marketers Use Social Data Analytics to Succeed
Featuring
![Page 2: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/2.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Agenda
1. Introduction • #Visible5Ways
2. The 5 Ways……and Examples3. How to Get Started4. Q and A / Wrap Up
![Page 3: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/3.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
Our Presenters
Nate Elliott, VP, Principal Analyst at Forrester Research, Inc. Nate helps firms develop marketing strategies focusing on branding channels such as social media and online video advertising. He has spoken at hundreds of events world wide and regularly writes columns for leading publications.
Ken Giffin - VP, Marketing, Visible Ken has over 20 years of marketing experience where he has helped brands such as GE, 3Com, AmEx, Norelco and Alcoa navigate change. His experience spans from comms/PR to product marketing, brand strategy, and demand generation.
![Page 4: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/4.jpg)
Making Leaders Successful Every Day
![Page 5: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/5.jpg)
Five Ways Marketers Should Use Social DataNate Elliott, Vice President and Principal AnalystApril 29, 2014@nate_elliott
![Page 6: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/6.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
Marketers are missing the social data opportunity
› Most marketers don’t have direct access to social data• Social data is gaining traction across organizations
• But most of those with access to the data are not marketers
› Agencies’ use of social data remains inconsistent• Not all agencies are providing social data to clients
• Few enable their clients to share data across all their agencies
![Page 7: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/7.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan
4. Identify key influencers
5. React to real-time opportunities and threats
![Page 8: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/8.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
Five ways markets should use social data
1. Develop messaging and content
![Page 9: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/9.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
UPS use social listening to identify small businesses’ challenges
![Page 10: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/10.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Dolby identified events they could leverage with #DolbyFacts
![Page 11: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/11.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
![Page 12: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/12.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
REI sources most of its Instagram creative from its followers
![Page 13: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/13.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Source: Sneakerpedia
Footlocker use Sneakerpedia to track which styles are popular with its audience
![Page 14: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/14.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan
![Page 15: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/15.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Holiday Inn Express used listening to better target its promoted tweets
![Page 16: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/16.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Microsoft found discussions about their products in unexpected places
![Page 17: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/17.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan
4. Identify key influencers
![Page 18: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/18.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Mercedes identified social influencers to help boost awareness of its new model
![Page 19: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/19.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Bomgar used listening to seed its social advocates program
![Page 20: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/20.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan
4. Identify key influencers
5. React to real-time opportunities and threats
![Page 21: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/21.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Unilever listens for and responds to misperceptions about margarine
![Page 22: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/22.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Regaine missed a golden opportunity during the British royal wedding
![Page 23: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/23.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan
4. Identify key influencers
5. React to real-time opportunities and threats
![Page 24: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/24.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.24
Real World Application
![Page 25: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/25.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.25
FIRST: Start With The Correct MindsetEveryone Knows Social Stats… …But Don’t Fall Into
These Social Traps
500 millionpeople on Facebook daily
400 milliontweets per day
200+ countries and 150+ languages
20 millionunique blogsand forums
Millions of reviewsand engagements
Social SiloTreating social media data differently that other marketing data.
More Is BetterNot everyone matters to your brand. Even if they ‘like’ you.
Pie Charts Not Answers Brands need to make business decisions from data. Identify your decisions and apply social to them.
![Page 26: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/26.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.26
SECOND: Leverage Social Segmentation
Four Things They Can Do Today With Social Intelligence- Measure Honda social conversation threads on “value” “reliability” and “gas
mileage” before and after report release and compare to the competition.- Find which forums have most conversation about report for immediate media
spend decisions.- A/B test creative focused on specific report attributes.- Use geo-capabilities to determine regional influence pockets and potential
regional media allocation opportunities.
BRAND MANAGER SCENARIO: Honda recently placed well in both Consumer Reports and JD Power reliability studies and wants to monetize these ratings.
![Page 27: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/27.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.27
THIRD: Realize Sophistication Is Easy
Swing State Intelligence and Outreach- Determine county and city level geographic segmentation- Determine progressive, conservative, independent trends and opinions- Test messaging on audience types and geographies to find winning formula in
unique markets- Use models to predict which segments respond to content and contact formats- Rank contact lists in order of persuasiveness to help optimize donor behavior
and volunteer mobilization
1ST DEBATE: 17 Million Posts2nd DEBATE: 20 Million Posts
All relate to Nate’s case studies on content, media planning, messaging and influencers
![Page 28: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/28.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.28
Audience Q&A
![Page 29: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/29.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.29
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference
![Page 30: 5 Ways Smart Marketers Use Social Intelligence to Succeed](https://reader031.vdocuments.us/reader031/viewer/2022020122/554ce229b4c905cc488b5298/html5/thumbnails/30.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.30
Next Steps
• Have a question comment about something in this webcast?• Nate Elliott @nate_elliott• Ken Giffin @KenGiffin1• Rich Miller [email protected]
• To discuss a demo or more information, contact us at [email protected], @visible on Twitter, or “Demo Request“ on our website
• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.