To reduce the chance of misfires and maximize results, leading marketers are using active social media listening. Through it, they can iterate and be informed by real time assessment of consumer reaction. But many are still not using this data or are underutilizing it and missing out. In this webinar, Nate Elliott from Forrester Research shares how progressive marketers are developing innovative ways to leverage social analytics to: - Better target messaging and content - Source and refine inspiring creative - Improve media plans - Identify and target key influencers - React quickly to real time opportunities and threats

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5 Ways Smart Marketers Use Social Data
Analytics to Succeed
Featuring

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Agenda
1. Introduction
• #Visible5Ways
2. The 5 Ways……and Examples
3. How to Get Started
4. Q and A / Wrap Up

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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.

4. Making Leaders Successful
Every Day

5. Five Ways Marketers Should Use
Social Data
Nate Elliott, Vice President and Principal Analyst
April 29, 2014
@nate_elliott

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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

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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

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Five ways markets should use social data
1. Develop messaging and content

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UPS use social listening to identify small
businesses’ challenges

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Dolby identified events they could
leverage with #DolbyFacts

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Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative

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REI sources most of its Instagram creative
from its followers

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Source: Sneakerpedia
Footlocker use Sneakerpedia to track which
styles are popular with its audience

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Five ways markets should use social data
1. Develop messaging and content
2. Source and refine creative
3. Improve your media plan

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Holiday Inn Express used listening to better
target its promoted tweets

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Microsoft found discussions about their
products in unexpected places

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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

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Mercedes identified social influencers to
help boost awareness of its new model

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Bomgar used listening to seed its social
advocates program

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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

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Unilever listens for and responds to
misperceptions about margarine

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Regaine missed a golden opportunity
during the British royal wedding

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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

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Real World Application

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FIRST: Start With The Correct Mindset
Everyone Knows Social Stats… …But Don’t Fall Into
These Social Traps
500 million
people on Facebook daily
400 million
tweets per day
200+ countries
and 150+ languages
20 million
unique blogs
and forums
Millions of reviews
and engagements
Social Silo
Treating social media
data differently that
other marketing data.
More Is Better
Not 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.

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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.

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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 Posts
2nd DEBATE: 20 Million Posts
All relate to Nate’s case studies on content, media planning,
messaging and influencers

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Audience Q&A

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Results that Deliver Business Impact
DataYou CanTrust Industry Experts
Leading
Technology
+
Deeper Insights
The Visible Difference

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Next Steps
• Have a question comment about something in this webcast?
• Nate Elliott @nate_elliott
• Ken Giffin @KenGiffin1
• Rich Miller rmiller@visibletechnologies.com
• To discuss a demo or more information, contact us at
info@visibletechnologies.com, @visible on Twitter, or “Demo
Request“ on our website
• Check www.visibletechnologies.com for recordings of previous
webcasts, Intelligence Reports, and more.