Social Listening: Harness Marketing Insights from Consumer Conversations
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The document discusses social listening strategies and features speakers from various companies, including Kohler and Brandwatch, who share insights on leveraging consumer conversations for marketing. Key speakers include Kendra Simpson, Will McInnes, Paul Dunay, Drew Neisser, and Kevin Hack, each bringing unique expertise in social media and analytics. It highlights the benefits of social listening in driving engagement, awareness, and sales, using examples from successful campaigns.
Social Listening: Harness Marketing Insights from Consumer Conversations
- 1. Social Listening: Harness Marketing Insights from Consumer Conversations #SMTLive
- 2. #SMTLive Thank You to Our Sponsor @Brandwatch
- 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 4. #SMTLive Our Speakers Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across their portfolio of businesses. Prior to her role at Kohler Co., she was a Vice President at Ogilvy, leading social strategy for the Kimberly Clark baby and childcare brands. Kendra has a bachelor’s degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @Kfoley Will McInnes is the CMO at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides advanced social media listening and analytics platforms for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. @willmcinnes Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Drew Neisser is founder and CEO of Renegade, the NYC-based agency that helps CMO’s transform marketing from mere messaging to programs of genuine value. Dubbing this approach “marketing as service,” Drew and the Renegade team are on a purposeful quest to eliminate ad pollution. He is a recognized authority on non-traditional marketing techniques having won innumerable awards for creativity and campaign effectiveness and is the author of a new book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing. @DrewNeisser Kevin Hack is the head of Social Intelligence in Global Digital Marketing Advancement at The Hershey Company where he manages social listening, engagement, and analysis efforts for the brands and company. Prior to his current role, he led Social Media Customer Care and Consumer Insights at Hershey’s. He previously studied Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia, Pa. @kevinhack
- 5. Social Intelligence/ Will McInnes | CMO, Brandwatch | @willmcinnes 3 things today and 3 things for tomorrow
- 6. 1200+ clients in 20+ international markets 98% customer satisfaction Over 30% of Fortune 100 300+ employees International New York/San Francisco/Brighton/Berlin/Stuttgart/Singapore A scalable proprietary solution supporting 44 languages
- 9. #brandwatchtips Finding the right audience
- 11. Now You Know
- 12. #SMTLive Social Listening – Infinite Upside Passions & pain pointsIsolates New products/services & enhancementsIdentifies Inspires Multiple departments & levels Customer feedback loopInforms Customer-centric organizations @DrewNeisser Involves
- 13. #SMTLive For More Inspiration Several social cases • The Weather Channel • NASA Contact • [email protected] • 646-838-9001 @DrewNeisser
- 14. #SMTLive Turning Social Insights Into Action Listening + Awareness = Sales Relaunch Fan Favorites Seasonal Opportunities
- 16. #SMTLive Who is Kohler Co? @Kfoley
- 17. #SMTLive How are we mining social intelligence? @Kfoley
- 18. #SMTLive Kohler at Bonnaroo Moderate and quantify social conversations to drive SOV • Shared daily “briefs” between the Command Center and on-site staff shared key insights, opportunities and optimize strategies • Our strategy: listen around five “core” buckets of social conversations to streamline engagement @Kfoley @Bonnaroo Showering at Bonnaroo Kohler @ Bonnaroo Influencers @ Bonnaroo Brands @ Bonnaroo
- 19. PAGE 19 • 200% increase: social engagement rate • #KohlerShowerParty mentioned more than 3,400 times // 13.5MM impressions • 10 influencers with cumulative following of 7.4MM • NeverTOO Loud media • 1,200+ organic followers gained • 200% increase: social followers/day across Kohler brand platforms • 2,000 Moxie giveaways • 347% increase: sales on Amazon.com More than 80 million impressions and 380,000+ engagements drove awareness and consideration for the brand Targeted social listening & media investment Influencer and cross- channel media partnerships Content published across channels & communities Integrated Moxie into an experience that attendees could take home @Kfoley
- 20. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 21. #SMTLive Our Speakers Kendra Simpson is the Director of Communications at Kohler Co. leading global social media across their portfolio of businesses. Prior to her role at Kohler Co., she was a Vice President at Ogilvy, leading social strategy for the Kimberly Clark baby and childcare brands. Kendra has a bachelor’s degree in Business from Franklin University In Ohio, and a Post-Grad degree in PR from the University of Stirling in Scotland. @Kfoley Will McInnes is the CMO at Brandwatch, a leading social media analytics tech company. With offices in New York, San Francisco, Berlin and Brighton, Brandwatch provides advanced social media listening and analytics platforms for global brands including British Airways, Digitas, Whirlpool, Dell, PepsiCo and Monster. @willmcinnes Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Drew Neisser is founder and CEO of Renegade, the NYC-based agency that helps CMO’s transform marketing from mere messaging to programs of genuine value. Dubbing this approach “marketing as service,” Drew and the Renegade team are on a purposeful quest to eliminate ad pollution. He is a recognized authority on non-traditional marketing techniques having won innumerable awards for creativity and campaign effectiveness and is the author of a new book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing. @DrewNeisser Kevin Hack is the head of Social Intelligence in Global Digital Marketing Advancement at The Hershey Company where he manages social listening, engagement, and analysis efforts for the brands and company. Prior to his current role, he led Social Media Customer Care and Consumer Insights at Hershey’s. He previously studied Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia, Pa. @kevinhack
- 22. #SMTLive Upcoming Webinar February 16th: Storytelling Gone Wild: The Key to Creating Viral Content