Panelists Mike Snead from MXM, Julia Kim from Ditto Labs, and Rebecca Lombardo from Tracx discuss their social listening success stories!

1. Beyond Social
Listening:
Insights That Power
Decision-Making

2. Agenda
• Introduction
• Deep Listening For Decision-Making
• Panel Discussion
• Q&A
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3. Meet
Alpha.
She’s queen of the
social jungle.
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4. All-in-one social media platform helps
brands listen, analyze, engage & publish.
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5. Deep Listening for
Decision-Making
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6. 2/3
More than
of U.S. consumers say
social media influences their
shopping behavior.
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7. Social is no longer just
a marketing channel.
It’s also a source of…
New product ideas
Risk management
Audience insights
Competitive analysis
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8. When you engage in
deep listening,
good ideas come to you.
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9. What is deep listening?
Hint: It’s much more than
just mentions!
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10. Deep listening means pulling from
all relevant data sources.
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11. Posi%ve Sen%ment
Nega%ve Sen%ment
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
#LunchNListen

12. Nega%ve Sen%ment
Posi%ve Sen%ment
Deep listening
also means
monitoring
the full
conversation.
@IraWinderman. That wasn’t my experience! They gave
peanuts to my son after I told them he was allergic. It was a
close call. I’m thinking of suing.
@JessicaTaylor – want to tell your story on tomorrow
evening’s news? It would be a great way to educate.
#LunchNListen
Great flight on United last night. Landed 30 minutes early.
Was able to have dinner with the family. #HoneyImHome

13. "The goal is to turn data into
information, and information
into insight."
– Carly Fiorina, former chief executive of Hewlett-Packard Company (HP)
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14. How can you use
deep listening to make
important product and
consumer decisions?
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15. Here’s how our
panelists do it:
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16. Meet Our PanelistsOur Panelists
Julia Kim
Ditto Labs
Mike Snead
MXM
Rebecca Lombardo
Tracx
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17. Our Panelists
Mike Snead
Senior Director,
Digital and Social
Strategy and Insights
Social listening enables
marketers to tap into the world’s
largest focus group.
• Dodge changes Challenger steering wheel
based on social media feedback
• Walmart changes price point for the Nerf
Rebelle Heartbreaker
• Sony optimizes Resident Evil movie trailer for
paid social based on fan conversations
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18. Our Panelists
Julia Kim
Vice President,
Client Operations
Analyzing Visual Data: Use Cases
• Discover and respond to instances of
defective/damaged products
• See patterns and trends that may influence
brand perception
• #NSFW — Moderate user-generated content
• Access more customer experiences — both
negative and positive
• Identify risk
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19. Our Panelists
Rebecca
Lombardo
Director of Strategic
Services
Big Ideas Come From Big Data
• Sears can manage inventory redistribution
based on fan comments
• Brands like Kraft and Mondelēz
International monitor complaints on social
media to manage product recalls
• Ardent Mills discovers new flavor and
recipe ideas based on social trends
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20. Q&A
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21. Thank you!
Additional Resources
Request a Demo
Sears Case Study
How to Uncover New Opportunities
Using Social Data Ebook
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22. Curious About Tracx Social Media Software?
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23. Appendix
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24. Social Listening Enables Marketers to Tap Into World’s
Largest Focus Group
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25. 2010 2011
“Challenger has the more muscle
car interior feel besides the
stupid steering wheel not being a
3 spoke.”
-Consumer social post
▪ Most popular Fab15 toy in
general online conversations
▪ The Planes DVD/BluRay
release will occur during the
days leading up to Black
Friday
▪ Walmart has the Nerf Rebelle
Heartbreaker priced
approximately 25% cheaper
than Kmart
Examples of Social Listening Impacting Business Decisions
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26. Resident Evil Trailer 1 Resident Evil Trailer 2
https://www.youtube.com/
watch?v=jbtmW3ydOkU
https://www.youtube.com/
watch?v=79Sd4GtOXuI
Sony | Cut Optimized for Paid Social Targeting and Inclusion
of Elements Identified in Franchise Fan Conversations
v