is social media worth multi-million dollar investment? using social listening to determine the roi...

Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening to Determine the ROI of Social Media

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Thank You to Our Sponsor

@Talkwalker

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Our Speakers Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer

Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years, across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across the globe. @Benjamin_Kay

Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale Carnegie. @ToddMGrossman

Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre

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The Problem: Increasing spend in social…

@NealSchaffer

…yet 88% of marketers want to know how to measure social ROI

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@NealSchaffer

Measuring social media ROI begins before social media

Social media complicates measurement because it is the ultimate focus group!

• Infinite source of data regarding consumer demographics and buying trends• Gauge consumer interests and how they interact with competitors & content• Can help measure aggregate interaction between a brand and the public

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The Challenge: Maximizing Your Social Listening

Social Data

Public Relations

Customer Support

Marketing

Sales

Human Resources

Research & Development

@NealSchaffer

#SMTLive

What is the ROI of Business Intelligence?

• Market Trends• What the Media says about you• Both what your Competitors are saying AND what is

said about them• What your Customers are saying about you AND TO

you• Who Potential Customers might be and what they

are saying• Who Your Advocates are AND what they are saying

about you• Who are Influencers and what they are saying• What your Employees are saying in general AND

about you• Where potential candidates might be to fill your

Talent Pipeline

“In our experience, to prove true value it’s critical to build metrics based on data that C-suite can easily digest and clearly map back to true business goals and objectives.” – Todd Grossman, CEO, Talkwalker America

R&D

Product Marketing

Public Relations

Marketing

Sales

Customer Serivce

Human Resources

@NealSchaffer

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Case Study: The ROI of Sponsorship Spend

@NealSchaffer

Listening data shows the ROI of investment in cost per mention.

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Case Study: The ROI of Campaign Spend

@NealSchaffer

Integrating social data with sales data to understand social’s potential role in increased revenues.

PAGE 11

Marketers have failed to master social data

• Do not set the right goals

• Track instead of measure

• Take a tactical approach

• Analyze in a silo• Struggle to connect

with business outcomes

500 millionTweets per

day

1.7 billion people with active social

accounts

@KCelestre

#SMTLive

Social intelligence impacts the entire lifecycle

Discover

Research

Purchase

Ask

Use

Advocate

@KCelestre

PAGE 13

Lululemon embraces co-creation

@KCelestre

PAGE 14

Lululemon embraces co-creation

@KCelestre

PAGE 15

Positive ROI can only be achieved through action

• Timely responses improve brand sentiment

• Two way interactions increase customer loyalty

• Implemented ideas grow brand advocacy

• Shared insights drive brand excellence (not just social!)

@KCelestre

@benjamin_kay

Using social listening to deliver business value

©2015 IBM Corporation

@benjamin_kay #SMTLive

Act Smarter (and faster)

Competitoractivity

Consumerbehaviour

Product / Proposition

developmentCampaign

optimization / Media Spend

In-lifecomms

TechnologyPlanning

Crisismanagement

Influencer identification/ engagement

Churn Prediction

Influencing business decision making

Sustainable competitive advantage is achievable by making better decisions using information and knowledge sourced via social platforms –

ultimately delivering greater commercial value.

Real time social data allows us to act smarter and act faster

©2015 IBM Corporation

@benjamin_kay #SMTLive

A mobile phone operator suffers network issues

Bef

ore

/ Dur

ing • Identification of

issue before any other channel

• Location• Customer`s affected• Severity

Pos

t• Impact on brand perception• Locations where customers were affected

didn’t match where social conversation occurred

• Customers were more concerned with transparency than the route cause

• Impact on business from financial PoV

Contact Centre

Social MediaWebsite GoogleNetwork

Data Sources

©2015 IBM Corporation

@benjamin_kay #SMTLive

IBM @ Wimbledon

©2015 IBM Corporation

@benjamin_kay #SMTLive

Social listening isn’t restricted to just external social

Max Black

©2015 IBM Corporation

@benjamin_kay #SMTLive

very proud

it makes a differencethanks for speaking up & sharing

we can get perspectives very quickly

©2015 IBM Corporation

@benjamin_kay #SMTLive

©2015 IBM Corporation

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

#SMTLive

Our Speakers Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer

Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years, across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across the globe. @Benjamin_Kay

Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale Carnegie. @ToddMGrossman

Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre

#SMTLive

Thank You to Our Sponsor

@Talkwalker

Talkwalker is a social data intelligence company specializing in listening, advanced analytics and reporting. We empower various departments within an organization to make business decisions based on social insights. Talkwalker provides the right data to the right people at the right time and in the right format.The Talkwalker social data intelligence platform is used by over 500 clients around the world including:

www.talkwalker.comcontact@talkwalker.com@TalkwalkerTalkwalker Americas: +1 646 712 9441Talkwalker EMEA: +352 20 33 35 3 43

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