beyond social listening
TRANSCRIPT
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Beyond Social Listening:
Insights That Power Decision-Making
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Agenda
• Introduction• Deep Listening for Decision-Making• Panel Discussion• Q&A
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Meet Alpha.She’s queen of the
social jungle.
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All-in-one social media platform helps brands listen, analyze,
engage & publish.
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Deep Listening for Decision-Making
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2/3More than
of U.S. consumers say social media influences
their shopping behavior.
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Social is no longer just a marketing channel.
New product ideas
Risk management
Audience insights
Competitive analysis
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It’s also a source of…
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When you engage in deep listening,
good ideas come to you.
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What is deep listening?
Hint: It’s much more than just mentions!
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Deep listening means pulling from all relevant data sources.
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Positive SentimentNegative Sentiment
Deep listening also means monitoring the full conversation.
Great flight on United last night. Landed 30 minutes early. Was able to have dinner with the family. #HoneyImHome
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Deep listening means real-time monitoring & real-time responses
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AUDIENCE
SENTIMENT
INFLUENCERS
COMPETITORS
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How can you use deep listening to make important product and consumer decisions?
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Here’s how our panelists do it:
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Meet Our Panelists Our Panelists
Patrick MulfordtheAudience
Naubil OropezaCasual Fridays
Tom DoerrINK Agency
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Our Panelists
Senior Social Media Strategist
Turning fans into raving fans• Utilize guest feedback to improve room
product & menu items• Gauge perception & key themes to drive
content strategy • Monitor conversations for opportunities
to surprise & delight• Moderate user-generated content to
identify ambassadors
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Naubil Oropeza
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Our Panelists
Social media isn’t a marketing platform - it’s a living ecosystem.• Social has become a surrogate for the
traditional networks that have fragmented over time.
• Social allows consumers to evaluate what’s important in their world.
• A brand is only ever as important as the values it represents. Values that lend meaning & identity to our existence.
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Patrick Mulford
Chief Creative Officer
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Our Panelists
Tom Doerr
Director, Digital Marketing
Start with assumptions, finish with data.• Sony tries to tip the balance by
engaging on-the-fence consumers• The Guardian News (UK) increases
millennial mobile traffic during general elections by 18%
• Which? helps change the way rail users get refunds with a social led petition
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Meet Our Panelists Our Panelists
Patrick MulfordtheAudience
Naubil OropezaCasual Fridays
Tom DoerrINK Agency
#LunchNListen
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Q&A
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Thank you!Additional Resources
Request a DemoSears Case Study How to Uncover New
Opportunities Using Social Data Ebook
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Curious About Tracx Social Media Software?
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