Beyond Social Listening:

Insights That Power Decision-Making

Agenda

• Introduction • Deep Listening For Decision-Making • Panel Discussion • Q&A

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Meet Alpha.

She’s queen of the social jungle.

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All-in-one social media platform helps brands listen, analyze, engage & publish.

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Deep Listening for Decision-Making

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2/3More than

of U.S. consumers say social media influences their

shopping behavior.

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Social is no longer just a marketing channel.It’s also a source of…

New product ideas

Risk management

Audience insights

Competitive analysis

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When you engage in deep listening,

good ideas come to you.

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What is deep listening?

Hint: It’s much more than just mentions!

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Deep listening means pulling from all relevant data sources.

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Posi%veSen%mentNega%veSen%ment

Deep listening also means monitoring the full conversation.

Great flight on United last night. Landed 30 minutes early. Was able to have dinner with the family. #HoneyImHome

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Nega%veSen%mentPosi%veSen%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.

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Great flight on United last night. Landed 30 minutes early. Was able to have dinner with the family. #HoneyImHome

"The goal is to turn data into information, and information into insight."

– Carly Fiorina, former chief executive of Hewlett-Packard Company (HP)

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How can you use deep listening to make important product and consumer decisions?

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Here’s how our panelists do it:

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Meet Our Panelists Our Panelists

Julia Kim Ditto Labs

Mike Snead MXM

Rebecca Lombardo Tracx

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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

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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

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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

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Q&A

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Thank you!Additional Resources

Request a Demo Sears Case Study How to Uncover New Opportunities Using Social Data Ebook

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Curious About Tracx Social Media Software?

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Appendix

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Social Listening Enables Marketers to Tap Into World’s Largest Focus Group

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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

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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

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