4. #SMTLive
Our Speakers
Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes
Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening
team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as
worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the
value chain. @brianmelinat
Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to
Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major
industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement
approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts.
@benlapidus
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical
stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative
ways to enhance the customer experience. @kristinevick
7. ACQUISITION: ” WHAT’S THE
GROWTH OF MY COMMUNITY?”
ACTIVATION: “HOW
SUCCESSFULLY AM I ENGAGING
WITH MY COMMUNITY?”
AWARENESS: “HOW FAR COULD
MY MESSAGE SPREAD?”
SATISFACTION: ”HOW DOES MY
AUDIENCE FEEL ABOUT MY
BRAND?”
HOW IS MY BUSINESS
PERFORMING?
ACROSS KEY METRICS
TARGETED AT BUSINESS
VALUE
FOR EXECUTIVE-LEVEL
REPORTS
CUSTOMER LIFECYCLE
@Synthesio #SMTlive
9. Global Marketing
9
Marketing
• Instant feedback on campaigns
• ImproveProduct messaging and
offers/promos
• SEO/SEM
NPS® Diagnosis
• Issue identification and tracking
• Predicting NPSbased on SNA
CustomerSupport
• Improvecoverage
• Prioritization of support issues
Sales
• Lead Generationand Scoring
ProductDevelopment
• PrimaryResearch
• Early Warning system
• New Product Ideation
M&A
• Research onpotential
acquisitions
• Customer reaction on
upcoming acquisitions
BrianMelinat
11. Global Marketing
Listen to real-time voice of the customer
Anticipated a positive
reception as users had been
asking for a Linux version
for a while
(via social media and other
sources)
However, social
conversation sentiment
dropped (and volume
spiked) when the product
was released
Peoplewere upsetwith the
pricing:
“Whydoes Dell'sUbuntu-
poweredXPS13costmore
than its Windows
equivalent?”
By:Vj_Vishalz
Media Provider:TWITTER
The decision was made to re-
price the XPS 13 at parity
with the Windows version in
<24hrs
Sentiment (and sales)
rebounded as the volume
of unhappy customer
feedback subsided
XPS 13 Linux versionrelease
XPS 13 Social Media Volume and Sentiment (SNAP Score)
11
BrianMelinat
13. #SMTLive
Upcoming Webinar
June 16th
To LinkIn or Not to LinkIn: Getting Ahead of Your
Competitors with Innovative Strategies
Featuring: Renee Ducre of IBM, Gregory Cohen of UCB and Gal Josefsberg of
Act-On Software
