In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective? Join this webinar to learn: --How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools. --How to figure out which of your marketing efforts are actually paying off. --How to use social listening to find out who is talking about your brand and on which platforms. --How to move from data to actionable insights.

1. Stop Drowning in Digital Data:
Social Listening for Campaign
Measurement
#SMTLive

2. #SMTLive
Thank
you
to
our
sponsor
@brandwatch

3. #SMTLive
Join
the
Conversa8on…
Follow
along
and
share
your
thoughts
on
Twi3er
at
#SMTLive
Submit
your
ques<ons
in
the
GoToWebinar
control
panel

4. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Joel
Windels
is
currently
marke<ng
manager
for
EMEA
at
Brandwatch,
where
he
leads
a
team
of
world
class
content,
customer
and
digital
marketers
and
has
helped
the
company
grow
by
over
100%
for
six
straight
years.
Before
working
at
Brandwatch,
Joel's
background
was
in
community
management,
working
with
games
publishers
like
EA,
Disney
and
Sony.
@linkyeah
Jessica
Williams
is
global
innova<on
marke<ng
and
analy<cs
leader
at
Visa.
Jessica
is
focused
on
digital
and
social
ac<va<on
and
measurement
across
brand,
b2b
and
corporate
marke<ng.
Jessica
designs
and
executes
innova<ve
digital
and
social
marke<ng
programs
in
order
to
enhance
brand
equity,
achieve
revenue
ini<a<ves,
increase
market
share,
differen<ate
products,
and
drive
robust
marke<ng,
communica<ons,
and
business
strategy.
@mediametricsgal
Jennifer
Mar8n
is
the
Senior
Social
Media
Strategist
for
Sony
Electronics.
Her
focus
is
to
generate
awareness
of
the
brand,
products
and
campaigns
by
developing,
managing,
and
execu<ng
online
and
social
media
marke<ng
strategies.
She
was
the
first
person
hired
at
Sony
to
spearheaded
the
Sony
Electronics’
social
media
strategy
and
launched
the
brand’s
presence
on
top
social
networking
sites
like
Facebook,
YouTube
and
Twi3er,
as
well
as
crea<ng
the
Sony
Blog
-­‐
communi<es
that
now
reach
millions.
@Jennifer_AM

5. Stop Drowning in Digital Data:
Joel Windels | joel@brandwatch.com | +44 (0)1273 234 290 | @LinkYeah
Social listening for campaign measurement

6. Brandwatch /About us
© 2015 Brandwatch | brandwatch.com 6
SaaS Enterprise
Social Media Monitoring & Analysis
1000+ Brands in 15 Markets | Supporting Clients in 27 Languages

7. Why measure?
© 2015 Brandwatch | brandwatch.com 7
• Define clear objectives
• Focuses the entire organization on what is (and isn’t) important
• Agreed and transparent results can be used to justify associated
budgets

8. What should you measure?
© 2015 Brandwatch | brandwatch.com 8
• Outputs: What you created
• Outtakes: How people reacted
• Outcomes: How people behaved differently as a result
Don’t focus on
‘vogue’ or ‘vanity’
metrics

9. What should you measure?
© 2015 Brandwatch | brandwatch.com 9
It’s far more insightful to track
conversation about a campaign
in relation to a brand, rather than just the campaign
or the brand.

10. Measure sales
© 2015 Brandwatch | brandwatch.com 10

11. Measure visibility
© 2015 Brandwatch | brandwatch.com 11

12. Measure loyalty
© 2015 Brandwatch | brandwatch.com 12

13. Measure reputation
© 2015 Brandwatch | brandwatch.com 13

14. Measure perception
© 2015 Brandwatch | brandwatch.com 14

15. Measure takeaways
© 2015 Brandwatch | brandwatch.com 15
• Metrics that match your objectives:
• sales (intent to purchase, GA data)
• visibility (brand mentions within target demographic)
• upsells & loyalty (influencer/ambassador)
• better reputation (sentiment)
• changing perceptions (topic & theme analysis)

16. #SMTLive
Social Listening

17. #SMTLive
KNOW YOUR AUDIENCE
Who are you creating content for?
Where do the conversations happen?
What do they want from a brand?
Do they want to interact with a Brand?
If So, how do they want to interact with a Brand?
Questions to Ask
It’s
about
joining
the
conversation
in the
RIGHT
way.
PURPOSE
Why create content/campaign?
Is this content relevant to the community?
DEFINE
What elements define content from you vs competition?
Are they elements relevant to your audience?

18. #SMTLive
Community
Measure
Shares + Likes +
Comments
Impressions/
Followers
= Engagement Rate
Cross Any Platform
Algorithm Changes
Focuses in on Key Data
Direct Comparisons of Content
Types
Adjust Content Based on Data
Themes in Content

19. #SMTLive
Campaign
Impressions
KPI: Buzz &
Awareness
KPI: Conversion & Engagement
KPI: Revenue
KPI: Engagement
Video Views
PR Coverage
“I’m Switching to…”
Engagement Rates
Engagement Rates
Rating/Review
$$
Customer
Journey
Different Data for Different Goals
Discussion Monitoring

20. #SMTLive
Not always about the reach
Influencers
DISCUSSION
vs
IMPRESSIONS
Are they discussion starters?
Will they have dialogue?
Do they genuinely like your brand?
Do they spark the conversation
you’re looking to have?

21. #SMTLive
Discussion vs Impressions
Map Goals Back to Area of Focus in the Customer Journey
Community = Engagement Rate
Social Listening
Join the Conversation The Right Way

22. 22
“NOE
TWO”
PARISIAN
STREET
ARTIST,
RIO
DE
JANIERO
2013
SOCIAL
Intelligence
Marke<ng
STRATEGY
&
Jessica
Williams
Visa
@mediametricsgal

23. SOCIAL
INTELLIGENCE
used
in
strategy
planning,
MSF’s
and
crea<ve
briefs
to
hone
in
on
marke<ng
objec<ve
and
audience
used
to
op<mize
during
execu<on
and
evaluate
post
campaign.
CREATIVE
BRIEF
EXECUTION
STRATEGY
PLANNING
EVALUATION
• Social intelligence can provide data at every stage of
the marketing process
THE SOCIAL INTELLIGNCE PROGRESSION

24. Low Cost Data Collection
Quick Analysis
Real Time Data Flow
Unsolicited Data
Global
Less Vendor Dependence for
Research
Sampled at Point of Experience
• The Value of Social Data for Marketing Intelligence
THE SOCIAL DATA ADVANTAGE

25. Visa
Confiden<al
@mediametricsgal
Small/Mid-­‐Size
Business
Owners
MAKING IT HAPPEN – CASE STUDY
Visa Payments Conversation Blueprint

26. • Understand topics that
matter most to small
business owners to help
better inform SMB
marketing strategy and
planning.
• Identify pain and passion
points for small business
owners, to uncover the
current perception of Visa
and competitors, and
understand how business
owners use and share
content online.
PROJECT OBJECTIVE

27. 800+
Queries
Iden<fied
more
than
10,000
business
owners
in
15
different
industries.
The
owners
were
segmented
by
age,
loca<on,
business
industry,
age
of
business,
and
size
of
business.
Custom
Search
Database
Upload
the
conversa<ons
the
business
owners
are
having
on
Twi]er
&
Forums
to
a
searchable
database,
totaling
1M
total
conversa8ons
Conversa8on
Analysis
Analyze
the
conversa<ons
from
the
custom
panel
to
surface
trends
and
key
themes.
Influencer
Research
The
panel
is
queried
to
iden<fy
where
the
SMB
owners
are
gegng
content.
Iden8fy
audience
(SMBs)
What
types
of
content
are
these
business
owners
most
drawn
to?
What
are
the
key
themes?
2
1
3
4
Who
are
the
individuals
who
influence
panel
members?
METHODOLOGY : AT A GLANCE

28. 4738
21.8%
2314
10.7%
5310
24.5%
8053
37.1%
1305
6.0%
Sharing
Exper<se
Legal
and
Financial
Info
Opera<ons
Poli<cal
Environment
Travel
and
Time
Management
Sharing
Exper<se
Legal
and
Financial
Company
Opera<ons
Poli<cal
and
Regulatory
Issues
Time
Management
and
Personal
Topics
Include:
Sharing
Exper8se:
• Sharing
business
advice
• Networking
• Social
adver<sement
• Business
associa<ons
• Ques<ons
for
other
business
owners
• Sharing
own
experience
Legal
and
Financial:
• Funding
a
business
• Licensing
a
business
• Loans
and
SMB
grants
• Debt
• Banking
• Legal
advice
Company
Opera8ons:
• Marke<ng
advice
• Payments
op<ons
• Growing
the
business
• Reducing
cost
• Hiring
employees
• Running
the
business
efficiently
Poli8cal
and
Regulatory
Issues:
• Taxes
• Regula<ons
• Overall
economy
• Healthcare/ACA
• Business
climate
Time
Management
and
Personal:
• Busy
schedule
• Time
management
• Travel
• Vaca<on
• Stress
and
personal
pain
points
• Top Business-Related Topics in the SMB Panel
QUERYING THE PANEL

29. 47%
36%
29%
Posts
that
link
to
an
external
site
Posts
that
men<on
another
user
Original
post
47%
50%
54%
60%
52%
30%
36%
31%
39%
31%
35%
36%
29%
34%
24%
8%
27%
41%
Overall
Sharing
Exper<se
Legal
and
Financial
Company
Opera<ons
Poli<cal
and
Regulatory
Time
Management
and
Personal
Posts
that
link
to
an
external
site
Posts
that
men<on
another
users
Original
posts
Percentages across topics
• How do business owners in the panel share content?
QUERYING THE PANEL

30. NEW APPROACH TO CONTENT

31. Consistent
engagement
rate
of
over
1.00%
-­‐
2x
higher
than
LinkedIn
benchmarks
50X
the
number
of
shares/post
on
LinkedIn
–
increasing
reach
exponen<ally
Earned
20K
new
business
owner
followers
on
LinkedIn
–
decreasing
spend
needed
to
reach
this
audience
50X
the
number
of
qualified
clicks
to
Visa.com
–
increasing
conversion
• New content strategy drove significant results
RESULTS

32. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Joel
Windels
is
currently
marke<ng
manager
for
EMEA
at
Brandwatch,
where
he
leads
a
team
of
world
class
content,
customer
and
digital
marketers
and
has
helped
the
company
grow
by
over
100%
for
six
straight
years.
Before
working
at
Brandwatch,
Joel's
background
was
in
community
management,
working
with
games
publishers
like
EA,
Disney
and
Sony.
@linkyeah
Jessica
Williams
is
global
innova<on
marke<ng
and
analy<cs
leader
at
Visa.
Jessica
is
focused
on
digital
and
social
ac<va<on
and
measurement
across
brand,
b2b
and
corporate
marke<ng.
Jessica
designs
and
executes
innova<ve
digital
and
social
marke<ng
programs
in
order
to
enhance
brand
equity,
achieve
revenue
ini<a<ves,
increase
market
share,
differen<ate
products,
and
drive
robust
marke<ng,
communica<ons,
and
business
strategy.
@mediametricsgal
Jennifer
Mar8n
is
the
Senior
Social
Media
Strategist
for
Sony
Electronics.
Her
focus
is
to
generate
awareness
of
the
brand,
products
and
campaigns
by
developing,
managing,
and
execu<ng
online
and
social
media
marke<ng
strategies.
She
was
the
first
person
hired
at
Sony
to
spearheaded
the
Sony
Electronics’
social
media
strategy
and
launched
the
brand’s
presence
on
top
social
networking
sites
like
Facebook,
YouTube
and
Twi3er,
as
well
as
crea<ng
the
Sony
Blog
-­‐
communi<es
that
now
reach
millions.
@Jennifer_AM

33. #SMTLive
Thank
you
to
our
sponsor
@brandwatch

34. #SMTLive
Win
a
Free
Ticket
to
The
Social
Shake-­‐Up!
#SMTLive
Audience:
Tell
us
why
you
want
to
go
to
The
Social
Shake-­‐Up
to
be
entered
for
a
chance
to
win.
Tweet:
“I
want
to
go
to
#socialshakeup15
because…”

35. #SMTLive
Join
us
on
Thursday
April
16th
Social
Customer
Service
is
the
New
Heart
of
Marke<ng