what's next for social listening
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SOCIAL LISTENING
Hello!
Phill AgnewProduct Marketing Manager,
Brandwatch
Thomas CramptonGlobal Consulting Principal,Marketing Transformation
OgilvyRED
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THE FUTURESOCIAL LISTENING
OF
Why does social listening exist?
35 years agoThere was no internet
25 years agoThere were only 130 websites in total
15 years agoSkype, Facebook, YouTube, Reddit, Twitter, Tumblr, Dropbox, and Instagram didn't exist
10 years ago
Today
Why do brands need help?
The largest searchable archive of Human Thought
The largest searchable archive of Human Thought To help answer key business Questions
The largest searchable archive of Human Thought? To help answer key business Questions?
Meet Tay AIMicrosoft’s experiment on conversational understanding
“I engage in casual and friendly discussions. The more you Tweet, the more I learn”
Can we rely on social to answer all our key
business questions?
THE FUTURE
1. Anonymized Data2. Image Analysis3. Speed
Facebook - PRIVATEWhatsApp - PRIVATEYouTube - PUBLIC Facebook Messenger - PRIVATEWeChat - PRIVATEQQ - PRIVATEInstagram - PRIVATEQZone - PUBLIC Tumblr - PUBLIC Twitter - PUBLIC SinaWeibo - PUBLIC Snapchat - PRIVATESkype - PRIVATEViber - PRIVATELINE - PRIVATE
PRIVATE users 7,605 billionPUBLIC users 2,777 billion
User: 1532
• Likely next purchase, categorized by industry Music: Spotify 95% | Food: Pizza 86% | Tech: iPhone 42% | Random: New iPhone charger 85%
• Relative influencers 1. Wife (User: 4256), 2. Boss (User: 6206), 3. Son (User: 2386)
• Propensity to adsThis user is aware of 54% of ads targeted at him (4% below the average).
“Find me users in London who are likely to visit my store”
Here are 536 users who walk past your store on their commute.They have a tendency to buy similar products to yours. And have heard about your store from family and friends.
“Find me users in London who are likely to visit my store”
1. Anonymized Data2. Image Analysis3. Speed
3.2 billion images shared
each day
They contain your brands,
your products, your services,
your ads
Today
Tomorrow
Activity
Face
Logo
DescriptiveAnalysis
DiagnosticAnalysis
PredictiveAnalysis
Contains logo
Contains product
Hand gripping product
In shopping environment
Suggests imminent purchase
Today = “Where do female millennials see my brand?”
Today = “Where do female millennials see my brand?”
The influencer: Selena Gomez
1. Anonymized2. Image Analysis3. Speed To Insights
When asked what his dream product would do, Apple co-founder Steve Wozniak
answered: “give me more time”.
When asked what his dream product would do, Apple co-founder Steve Wozniak
answered: “give me more time”.
400-millisecond delay = 8 million fewer searches
1 second faster = 2 percent lift in conversions
Reduce load time by 2.2 seconds =10 million more downloads
10x faster = 100x more insights
Today
AT&T
TomorrowSearch bar
AT&T Customer Service Issues
TomorrowPredictive search
Fast Food
TomorrowSuggested searches
- What fast food do people want
- Find an audience who want to buy fast food now
- Which fast food advertisements are most successful
- Who are the top fast food influencers
People also searched for:
What will social listening look like in 5 years?
It might look like this…
AT&T customer service
AT&T customer service
It might look like this…
what fast food do people want
It might look like this…
It might look like this…
It might also look like this…
Questions?
Phill AgnewProduct Marketing Manager,
Brandwatch
Thomas CramptonGlobal Consulting Principal,Marketing Transformation
OgilvyRED
THANKYOU