Presented by Greg Roth NOV 2016 Social Listening, Social Intelligence … So What? HOW TO OPTIMIZE YOUR SOCIAL LISTENING DATASET TO DRIVE ROI
AGENDA: THE MUSIC OF SOCIAL LISTENING Comparing Music to Data • Our passion for delivering best-in- Symbols, Languages, and Rules • class social intelligence software to global brands has garnered us Choosing the Right Instruments • multiple awards, including 2 consecutive Forrester Groundswell Follow along on Twitter: #SynthesioLive Use Cases, KPIs, Visualizations • H Awards and the last two consecutive Forrester Waves, Refined Queries • which ranked Synthesio the #1 Listening provider worldwide. Smart Sourcing • Enriched Segmentation • facebook.com/Synthesio Resonating Trends • @Synthesio Questions & Answers • @Synthesio
MARKETING AS JAZZ JAZZ MUSICIANS ARE ALWAYS LISTENING TO HEAR WHAT’S MAKING PEOPLE CONNECT TO THE MUSIC. MARKETERS DO THE SAME THING WHEN THEY TEST AND INVEST. DEMAND P.R. PRODUCT CONTENT SOCIAL SEARCH EVENTS Follow along on Twitter: #SynthesioLive
MUSIC PLAYS BY RULES A FINE LINE BETWEEN MUSIC AND NOISE – WITHOUT RULES IT’S CACOPHONY Cacophony and symphony are opposites – it’s about playing separately vs. playing in harmony. SYM = TOGETHERNESS Follow along on Twitter: #SynthesioLive
MUSIC IS IT’S OWN LANGUAGE SYMBOLS LANGUAGES Italian German Latin Spanish French Polish English Portuguese OVER 200 SYMBOLS AND WORDS THAT SERVE AS SIGNALS FROM SIMPLE TO COMPLEX PITCH/TONE STYLE KEY INTONATION TIME/TEMPO DYNAMICS DYNAMICS INSTRUMENTATION Follow along on Twitter: #SynthesioLive
DATA IS IT’S OWN LANGUAGE SYMBOLS LANGUAGES MILLIONS OF SYMBOLS AND CHARACTERS THAT SERVE AS SIGNALS FROM SIMPLE TO COMPLEX TAGS UNICODE INCLUSIONS NATURAL LANGUAGE PROCESSING LOGIC AUTOMATED NOISE REDUCTION WILDCARDS AUTOMATED SENTIMENT ANALYSIS Follow along on Twitter: #SynthesioLive
ALL DATA IS NOISE – MUSIC WITHOUT RULES Qualitative Quantitative BINARY CODE QUANTITATIVE QUALITATIVE WITH A SERIES OF DISCIPLINES WE CAN TURN NOISE INTO MUSIC or DATA INTO ACTIONABLE, INSIGHTFUL INFORMATION Follow along on Twitter: #SynthesioLive
DEFINING THE RULES METRICS USE CASES VOCABULARY BRAND HEALTH QUERIES VOLUME CAMPAIGN ANALYSIS KEYWORDS TIME SOURCES EMOTION MARKET RESEARCH AUTHORS POTENTIAL CRISIS MANAGEMENT INFLUENCE VALUE Follow along on Twitter: #SynthesioLive
PUTTING THE BAND TOGETHER VISUALIZE REFINE Choose the right KPIs and data Choose the right keywords to visualizations for each use case complete refined data queries FILTER OPTIMIZE Choose the right filters to Choose the right sources to surface trends and opportunities create optimized data sets ENRICH Choose the right enriched data to reveal targeted audience segments Follow along on Twitter: #SynthesioLive
WHAT STYLE AM I PLAYING IN? MARKET CAMPAIGN CRISIS BRAND HEALTH RESEARCH ANALYSIS MANAGEMENT Advocate/Detractor Identification Definition of segments evolving Tactical Campaign Performance Competitive Analysis influence and analysis of changing Analysis of content performance based Analysis of brand’s place within the Influencer Identification conversations over time on vanity metrics competitive landscape including Analysis of social media users mapped customer satisfaction benchmarking for to thematic, demographic, and Hot Button Topic Identification Campaign ROI all main products/services psychographic segments Analysis to discover high/low sentiment Analysis of impact of campaign (pre, for problematic keywords and themes during, post) based on business and Customer Experience Analysis Trend Identification that could cause potential crises social metrics Mapping of customer lifecycle stages of Analysis of historical campaign content social ROI KPIs to surface trending topics around Crisis Impact Analysis Campaign ROI Benchmark brands and keywords Benchmarking the impact of crises on Analysis of year over year campaign ROI Perception Analysis overall brand health based on strategic results and identification of most Analysis of specific brand and product Audience Segmentation business metrics that go beyond volume effective investments impact on segmented audiences Clustering of defined audience and sentiment groupings to harvest insights around Measure Community Impact Brand Equity Analysis what influences and motivates social Influencer Impact Analysis Segmentation of campaign results by Robust measurement framework of tribes Measurement of the impact that brand category, demographic, or social KPIs and targets by segment, ambassadors or critics have over time psychographic groupings market and life stage on overall social brand equity Follow along on Twitter: #SynthesioLive
CHOOSE THE RIGHT KPIS FOR EACH USE CASE Use cases and KPIs create the backbone of all social listening initiatives – just as the drummer defines the structure and cadence of a song. MARKET RESEARCH BRAND HEALTH CRISIS MANAGEMENT H CAMPAIGN ANALYSIS REACH EMV SENTIMENT SHARE OF VOICE INFLUENCE
SETTING A RYTHYM FOR SUCCESS CAMPAIGN ANALYSIS BRAND HEALTH MARKET RESEARCH March Madness – E-surance Local Markets March Mayhem Arity New Consumer Offerings Use Cases Competitors Awareness SOV VOLUME Metrics EMV H Sentiment TIME Visuals The insurance vertical presents a complex combination of different business and marketing goals. Heavy advertising, cut-throat competition, looming crises, and mutating markets make social listening integral to understanding target audiences of existing and potential customers. Follow along on Twitter: #SynthesioLive
REFINE QUERIES WITH SMART KEYWORD CHOICES EXCLUSIONS H KEYWORDS Follow along on Twitter: #SynthesioLive
CREATIVITY IS THE KEY TO SHARP DATASETS BRAND & PRODUCT GENERAL SLANG TARGETS All-Stars Sneakers Kicks Price One Stars Converse Shoes Trainers Comfort ALL COMPETITORS Quantum Nike ALL LANGUAGES High-Tops Sneaks Style Thunderbolt Chuck Taylor Low-Tops Tennies Trend Play Boots Chucks Fashion Essentials Platform Durability H DESIGNERS MATERIALS EXCLUSIONS COLORS John Varvatos Canvas Geometry Sale Jack Purcell Leather Inverse Near Me SPORTS Velcro Angles Return Rubber Statement Stores CONSUMERS Opposite Promo Code College Deals It’s easy to get carried away with keywords – so remember, you’re not looking for every single word consumers might use when talking about your brand. You’re just looking for the words that have an impact on your social listening goals. Follow along on Twitter: #SynthesioLive
DEVELOP OPTIMIZED DATA SETS WITH SMART SOURCING GEO CHANNEL AUTHOR H WHITE LIST/ OWNED/ INFLUENCERS BLACK LIST EARNED Follow along on Twitter: #SynthesioLive
YOU CAN’T PLAY ALL THE NOTES AT ONCE 100+ 25 4 100,000+ 100,000+ Follow along on Twitter: #SynthesioLive H SOCIAL CHANNELS BRANDS PRODUCTS COMPETITORS MISCELLANEOUS If you’re an enterprise brand, realize your limitations. Ensure that your sources align with your data needs. Tracking everything is not scalable or realistic.
LEVERAGE ENRICHED DATA TO SEGMENT AUDIENCES DEMOGRAPHICS LOCATION H INTERACTION SENTIMENT HISTORY Follow along on Twitter: #SynthesioLive
CONNECT WITH YOUR CORE USER BASE DEMOGRAPHICS SENTIMENT NEGATIVE AFFINITIES AGE FAMILY STATUS GENDER MARITAL STATUS JOB POSITIVE NEUTRAL Follow along on Twitter: #SynthesioLive H LOCATION INTERACTION HISTORY CITY/STATE REGION/COUNTRY YOUTUBE PINTEREST MAINSTREAM INSTAGRAM TWITTER FACEBOOK
THE HIGH END WATER 25 - 34 MALES SINGLE SPORTS BOSTON USA INSTAGRAM TWITTER Follow along on Twitter: #SynthesioLive
THE LOW END NATURE + CHILDREN FEMALE POSITIVE FR, UK, IT, DE YOUTUBE PINTEREST INSTAGRAM Stop the cold calls and mass communications. Start segmenting social audiences into clusters of consumers who make sense for your property/destination Follow along on Twitter: #SynthesioLive
FILTER THROUGH NOISE TO SPOT EMERGING TRENDS CHANNEL MEDIA TYPE AUTHOR Follow along on Twitter: #SynthesioLive H KEYWORDS INFLUENCE POST TYPE LANGUAGE
MAKE YOUR VOICE RESONATE LONG TERM SUCCESSES SHORT TERM SUCCESSES Follow along on Twitter: #SynthesioLive H MEDIA TYPE CHANNEL BAD GAMBLES AUTHOR KEYWORDS INFLUENCE POST TYPE Forget everything I was saying, sometimes massive data sets provide value. THE NEXT BIG THING
MUSICIANSHIP IS ABOUT LISTENING AND COMMUNICATION PICKING UP A GROOVE IS LIKE IDENTIFYING TRENDS THE BEST JAZZ MUSICIANS ARE . THE BEST LISTENERS. YOU’RE LOOKING FOR SOMETHING THAT STANDS OUT AS EXCEPTIONAL. Follow along on Twitter: #SynthesioLive
IT’S NOT A FUNNEL, IT’S A MACHINE Synthesio LISTENING VISUALIZE TIME QUERY DEPTH Follow along on Twitter: #SynthesioLive SOURCE MELODY SEGMENT HARMONY INTELLIGENCE Trends, Insights, & Opportunities = YOUR BRAND’S VOICE
QUESTIONS AND ANSWERS H Follow along on Twitter: #SynthesioLive
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