This document summarizes a webinar on evaluating social media analytics solutions. It introduces the speakers - Kim Celestre from Forrester Research, Todd Wilms from SAP, and Krissy Espindola from T-Mobile. Espindola discusses how T-Mobile uses social listening to understand customer conversations, track sentiment, and improve response times. She emphasizes using social data to engage and resolve customer issues. The webinar advocates integrating social data and properties to increase efficiency, drive loyalty, and improve the customer experience.

2. Brought to you by &
Evaluating Your Social Listening Tools:
Is Your Social Media Analytics Solution
Working for You?

3. Join the Conversation…

4. Our Speakers
#smtlive
Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders.
Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics
that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the
use of social networks and online communities to shape exploration and buying behaviors. Kim is an
award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social
media and listening platforms to drive awareness and technology adoption among the company's
customers and developers. @KCelestre
Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities
Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best
know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and
contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and
university guest lecturer around the globe. He is a board member of The Online Marketing Institute and
was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms
Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined
T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the
vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-
Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer
connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social
Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number
one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social
Media’s list of brands leading the way in social media customer service. @KrissyEspindola

5. About Our Moderator
#smtlive
Paul Dunay, moderator, 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 Global Vice President of Marketing for Maxymiser, a
leader in web optimization and analytics, and author of five “Dummies” books:
Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact
Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for
Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley
2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).
@PaulDunay

6. Convert Social Data Into
Social Intelligence
Kim Celestre, Senior Analyst
May 8, 2013

7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7
Top Performers Listen & Monitor

8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
But they do not integrate social data well

9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
Social Intelligence Is Proactive

10. Social Listening Tools
Krissy Espindola, T-Mobile
Director KM & Social Customer Service

11. Service Issues
Amplify which
impact can impact
brand perception
Why does Social listening matter?
11
Social media
gives customers
a larger voice
than ever before
Understand what customers are saying and
respond in a customer-centric way

12. For example..
12
MARCH
26
APRIL
12
MAY
1
Un-carrier
Announcements
T-Mobile &
MetroPCS
Merger
iPhone Launch

13. Understand the conversations
13

14. Know your audience
14
Use in depth social data to drive meaningful strategies

15. Its not just about listening…
15
ResolveEngageListen

16. Allow the tough conversations
16

17. Our Mission = turn unhappy customers into
advocates
17
“Be THE World
Class brand
for social
engagement”
Show you care
through purposeful
engagement
1
Offer quick
responses in real
time
2
Provide a
differentiated
experience
3
Make positive
connections that
deliver on your
brand promise
4

18. The right tools enable your social teams
18
INCREASE
operational
EFFICIENCY
DRIVE
Campaigns &
Offers to create
LOYALTY
IMPROVE
connection
RESPONSE
TIME
TRACK
social
SENTIMENT&
program
EFFICACY
INTEGRATE
with all social
PROPERTIES

19. Our Speakers
#smtlive
Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders.
Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics
that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the
use of social networks and online communities to shape exploration and buying behaviors. Kim is an
award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social
media and listening platforms to drive awareness and technology adoption among the company's
customers and developers. @KCelestre
Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities
Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best
know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and
contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and
university guest lecturer around the globe. He is a board member of The Online Marketing Institute and
was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms
Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined
T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the
vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-
Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer
connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social
Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number
one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social
Media’s list of brands leading the way in social media customer service. @KrissyEspindola

20. Thank You To Our Sponsor!

21. Liked our webinar? Join us IN PERSON
We're super excited about our first-ever conference, The Social
Shake-Up...and that's due in no small part to the fact that we can't
wait to meet our SMT community (that's you!) face to face. Join us
in Atlanta as we bring together major thought leaders, many of our
bloggers, and community members to find out what they are doing
and how it can impact your business.
http://socialmediatoday.com/event
#socialshakeup