From Data to Decisions: Using Social Insights for Better Campaigns

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Our Speakers

Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey

Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day activities. In less than two years, the Social Hive team trained over 700 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton

Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital strategy and is at the forefront of finding insights from digital data. He currently leads the Analytics & Research group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns

Solution:

1) Align

2) Understand

3) Communicate

Many Barriers to Social Success

Align: Goals for Social Business

@chriskerns

Brand Reach Facebook LikesTwitter FollowersLinkedIn Followers

Brand Engagement FB: Likes, Comments, SharesTw: RTs, Replies,

FavoritesLI: Likes, Comments,

Shares

Lead Generation Click through to digital prop.Conversions to DL,

RSVP, etc.

Customer Support Ratio of inquiries : responsesSLA Response Time

• Past Campaign Performance

• Track and revisit social metrics from all platforms from past campaigns.

• What worked? What didn’t work? What might work?

• Research

• Understand how your audience is talking about your topics and industry. Understand seasonality and competitive performance

Understand: Learn Before You Act

Different internal stakeholders need varying levels of visibility into social programs.

• Executive Level

• VP/Director Level

• Community Manager

Communicate: Know Your Audience

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Brand Analysis

Engagement Opportunities

Influencer Ranking

Brand Building

Competitive Intelligence

Brand Protection

High-Risk Situation Management

Customer Complaint Resolution

Campaign Tracking

Vendor Monitoring

CategoryAnalysis

Consumer & Product Insights

SOCIAL DATA 360 AT YUM!

Comm

unications

and PR

Mar

ketin

g

Customer service

Insigh

tsan

d in

nova

tion

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66,601 people mentioned either watching movies/television (Netflix) or gaming while eating pizza with an 88% net sentiment

The word frozen generates a 57% net sentiment while fresh generates 87% net sentiment

5,232 mentions of ordering pizza with a mobile app generating a 74% net sentiment vs. 4,185 mentions of ordering pizza through a website generating a 54% net sentiment

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IDEA TO LAUNCH

1. Brief2. Broad net, category, competitor,

brand social data research3. Remove barriers4. Geo-test using social listening tool5. Adjust campaign based on testing

results6. Launch

Geo-test

Brand research

Competitor research

Category research

Idea

Reconfigure Launch

Social conversation - the world’s largest unsolicited focus group

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TAKEAWAYS• Stop measuring campaigns by impressions, your campaigns will

immediately improve

• Social data can supplement traditional insights to enable smarter decisions and more accurate insights - please stop looking for your Oreo moment

• If you are getting asked about the ROI, you’re doing it wrong – set your goals based on measurable, business driving numbers like conversion % and sales

• Coherent, informed community management is as important as the campaign itself

• The richest social intelligence for campaigns comes from listening to unowned conversations (category, competitor, brand) and localizing

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Our Speakers

Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey

Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day activities. In less than two years, the Social Hive team trained over 700 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton

Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital strategy and is at the forefront of finding insights from digital data. He currently leads the Analytics & Research group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns

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May 28th

Connecting Your Enterprise: Collaboration at Scale

Featuring: DeShelia Spann of Eaton and Danielle Gerson of Tracx