lithium listening with purpose
TRANSCRIPT
19 April 2012
Katy Keim
Chief Marketing Officer, Lithium
K-Yun Steele
SVP of Insights, ZenithOptimedia
Guest Executive Forum With
Lithium - Listening With Purpose:
Wicked Smart Insights
confidential
you know lithium
delivering social customer
experiences for the world‟s
most iconic brands
founded in 2001
bay area hq, new york, london, zurich, paris
300 customers & 30+M registered users
named market leader by forrester, gartner
100% SaaS platform
top tier VC funding, including Benchmark & NEA
confidential
88% of CEOs surveyed
reported that their top
priority for the next five
years was „getting closer to
their customers‟
IBM Institute for Business Value , CEO Report 2010
the journey starts with, and is
informed by, listening
LISTEN
for context
DIRECT
the conversation
PROVE
the business value
REALIZE
your brand nation
ENGAGE
on existing networks
understand the
social customer
tap into existing
social networks
create an owned hub
harness the power to
drive business impact
transform the overall
customer experience
social media monitoring
level up
community
solutions
suite
companies must know their social
customer and what makes them
tick.
it‟s table stakes.
everyone deserves the freedom to
listen
tear down the walls
it‟s about the signal not noise
insights, not counting
look for trends in the spikes
3/28/12
4/4/12
3/28/12 @USATODAYmoney
Nike sues Reebok over sale of Tim Tebow Jets
jerseys http://t.co/RoPqVOCd
4/4/12 @OneNewsAlerts
Nike scores against Reebok: Nike beat its rival
Reebok in court today over quarterback.
http://t.co/grolN9QJ
@MCCBarry
is it me or do the new Nike #NFL jerseys seem
dull, the colors don't pop. THey are dreary
looking.
I've been having trouble
using the Nike Plus
website.
And yeah Nike product
training is useless unless
you have a very
knowledgeable
customer..
I think Nike should spend more
time and money fixing the totally
inadequate Nike + site.
RT @_Ziggzzz: The
underwear inside of Nike
shorts are so so
annoying #ugh
these nike socks
irritating the hair on
my legs . .
Overall, it seems Nike
was more concerned
with the fit and
performance than
changing the colors
schemes.
RT @trinhvo3: Nike
needs to make more
girl stuff.
I need to hit the Nike
outlet before i fly back
home
▪ Mutual: drive value for both customers and the company
▪ Passionate: deeply engage customers committed to your success
▪ Sustainable: scale to meet consumer demands without endless investment
▪ Distinguishing: separate Superfans from the pack to make marketing more effective
▪ Measurable: cultivate participation to drive revenue, referrals and brand value
we build brand nations you need specific benefits to involve them
PR marketing customer
intelligence
market
research
IT customer
support
social media
insights
negative press
story
product launch
uptake
behavioral
trend
competitor
promotion
security
breach
shipping
delays
viral video
campaign
leveraging social signals
social
Full Service media planning and buying agency
1,400 staff
NY HQ, regional offices in Atlanta, Chicago, Denver, LA, Miami,
Portland, SF, Seattle
“The ROI Agency” – Heavy focus on returns against media investment
Learn More:
• K-Yun Steele, SVP Analytics
About Zenith Media
Context: The Big Data Era Processing power doubles and gets 50%
cheaper every 18 months
Network connection speeds double every
24 months
By 2015:
2.7 billion users
Global internet traffic will
quadruple
The perfect “data storm”
90% of the world‟s data has been
produced and archived since 2010
Likes, shares, sentiment, semantics, intent, influence
1 in 7 minutes online is spent on Facebook
2.7 billion likes per day, 1 billion people
425 million mobile users
Agency
• Planning
• Buying
• Operations
• Insights and Analytics
Marketer
• Retail
• CRM
• R&D
• Marketing
• HR
Social Data: Vast In Quantity, Versatile in Use, least
Formalized In Approach
broad focused
tactical
BlueFin Labs
Vitrue
Local Response
comScore
Lithium
NielsenBuzzMetrics
AD/CONTENT
OPTIMIZATION
SPECIALIZED
RESPONSE
SPECIALIZED
MONITORING
broad focused
tactical
DISCOVERY
BlueFin Labs
Vitrue
Local Response
comScore
Lithium
NielsenBuzzMetrics
Target Audience Analytics
(MRI, Simmons)
Campaign Analytics
(Doubleclick, Google)
Targeted Engagement
(Nielsen)
CRM, eCommerce
(Omniture)
DISCOVERY
AD/CONTENT
OPTIMIZATION
SPECIALIZED
RESPONSE
SPECIALIZED
MONITORING
BlueFin Labs
Vitrue
Local Response
comScore
Lithium
NielsenBuzzMetrics
broad focused
tactical
Campaign Analytics: Content As Ads (QSR)
Regular check-ins and meetings
Benchmark development and regular
reporting
“Found” content engine
Dual approach: content and
advertising
Impact of paid social on organic
growth
Over 2 quarters
• Week-over-week fan growth
increased by 300%
• Virality went up 5x
• Engagement went up 3x
Discovery: Identifying and Addressing Unseen Needs
Social category “break in”
strategies
Sift through millions of comments,
typically category, but sometimes
brand-related
Thematic category and brand
analysis allows for new audience
segments, potential ins
Inception and rationalization of many
brand focused campaigns
Fashion: “Authenticity”
CPG: “Happy Meal”
Specialized Platforms: Social Driving TV
Perennial problems and questions:
• When does my ad wear out?
• How does my media / daypart
mix impact my buys?
Tools marry EPG data (Tribune), closed
captioning, and social stream data to
assign comments to ads and shows
Most valuable insight comes out of
putting social TV comments against
total social comments to identify when /
where TV drivers organic lifts
Takeaways
Think evolution, not revolution
Don‟t make your social manager your vanguard of innovation
Know your social tools and platforms
Choose your battles
Prepare to be delighted, or, have your feelings hurt