6. 2/3
More than
of U.S. consumers say
social media influences their
shopping behavior.
#LunchNListen
7. Social is no longer just
a marketing channel.
It’s also a source of…
New product ideas
Risk management
Audience insights
Competitive analysis
#LunchNListen
8. When you engage in
deep listening,
good ideas come to you.
#LunchNListen
9. What is deep listening?
Hint: It’s much more than
just mentions!
#LunchNListen
12. Nega%ve Sen%ment
Posi%ve Sen%ment
Deep listening
also means
monitoring
the full
conversation.
@IraWinderman. That wasn’t my experience! They gave
peanuts to my son after I told them he was allergic. It was a
close call. I’m thinking of suing.
@JessicaTaylor – want to tell your story on tomorrow
evening’s news? It would be a great way to educate.
#LunchNListen
Great flight on United last night. Landed 30 minutes early.
Was able to have dinner with the family. #HoneyImHome
13. "The goal is to turn data into
information, and information
into insight."
– Carly Fiorina, former chief executive of Hewlett-Packard Company (HP)
#LunchNListen
14. How can you use
deep listening to make
important product and
consumer decisions?
#LunchNListen
16. Meet Our PanelistsOur Panelists
Julia Kim
Ditto Labs
Mike Snead
MXM
Rebecca Lombardo
Tracx
#LunchNListen
17. Our Panelists
Mike Snead
Senior Director,
Digital and Social
Strategy and Insights
Social listening enables
marketers to tap into the world’s
largest focus group.
• Dodge changes Challenger steering wheel
based on social media feedback
• Walmart changes price point for the Nerf
Rebelle Heartbreaker
• Sony optimizes Resident Evil movie trailer for
paid social based on fan conversations
#LunchNListen
18. Our Panelists
Julia Kim
Vice President,
Client Operations
Analyzing Visual Data: Use Cases
• Discover and respond to instances of
defective/damaged products
• See patterns and trends that may influence
brand perception
• #NSFW — Moderate user-generated content
• Access more customer experiences — both
negative and positive
• Identify risk
#LunchNListen
19. Our Panelists
Rebecca
Lombardo
Director of Strategic
Services
Big Ideas Come From Big Data
• Sears can manage inventory redistribution
based on fan comments
• Brands like Kraft and Mondelēz
International monitor complaints on social
media to manage product recalls
• Ardent Mills discovers new flavor and
recipe ideas based on social trends
#LunchNListen
25. 2010 2011
“Challenger has the more muscle
car interior feel besides the
stupid steering wheel not being a
3 spoke.”
-Consumer social post
▪ Most popular Fab15 toy in
general online conversations
▪ The Planes DVD/BluRay
release will occur during the
days leading up to Black
Friday
▪ Walmart has the Nerf Rebelle
Heartbreaker priced
approximately 25% cheaper
than Kmart
Examples of Social Listening Impacting Business Decisions
#LunchNListen
26. Resident Evil Trailer 1 Resident Evil Trailer 2
https://www.youtube.com/
watch?v=jbtmW3ydOkU
https://www.youtube.com/
watch?v=79Sd4GtOXuI
Sony | Cut Optimized for Paid Social Targeting and Inclusion
of Elements Identified in Franchise Fan Conversations
v