According to The Marketer of 2022 Report by Brandwatch, digital insights and methods of collecting consumer data are at the top of mind for marketers this year. With that in mind, social listening is looking at what people are talking about online, on forums, social media, underneath news articles, and on websites. Learn what social listening is, and the 5 steps to launch a successful social listening program. Key Takeaways: Learn the framework to launching a successful program including; the “why”, understanding the benefits, sharing insights, “surprise and delight”, and time.

1. KEYNOTE
Martin Kelly
SENIOR FIELD MARKETING MANAGER (APAC)
BRANDWATCH
What is Social Listening?
5 Tips on How to Launch
a Program
SYDNEY, AUSTRALIA ~ MARCH 22 - 23, 2022
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

2. Brandwatch | A New Kind of Intelligence
What is Social
Listening?
5 tips to launch a successful program

3. Use cases
How we help customers in Australia today to:
● Better understand target audiences.
● Better understand the market
● Better understand competitors
● Identify trends and opportunities
● Monitor performance
● Determine ROI
Introducing
Brandwatch
The story
Brandwatch is known as a social listening company.
We prefer to think of ourselves as a digital consumer
intelligence company.
Whichever label one uses, we operate in the
exploding space of digital data. We exist to help our
customers make sense of the vast amount of
information that is created, both externally &
internally.
We think of it as a new kind of intelligence, one that
brings structure and meaning to billions of consumer
voices, for smarter, data-driven decision-making.

4. What is social listening?
Social listening is looking at what people are talking about online, on forums,
reviews, blogs, social media, underneath news articles, on websites where they
are looking to purchase or have purchased something, and many other public
online places.

5. Brandwatch | A New Kind of Intelligence
5 tips to launch a
successful program
5 tips to launch a successful program

6. 5 tips to launch a successful program
1. A goal
● Is your Program Successful?
● Organisation/Brand/Department, etc
● True North

7. 2. Understanding
its strengths
5 tips to launch a successful program
● Always On
● Raw and Unprompted
● Speed and Scale

8. 3. Sharing insights
5 tips to launch a successful program
● Link to original goal
● Different format for Different
stakeholder (possibly)
● Share Gold

9. 4. Surprise and delight
5 tips to launch a successful program
● Never thought possible
● Direct Quotes/Emojis
● Chocolates on our stall

10. 5. Time
5 tips to launch a successful program
● You don't know what is out there
● You don’t know where it can lead you
● Rome was not built in a day

11. 5 tips to launch a successful program
1. A goal 2. Understanding
its strengths
3. Sharing
insights
4. Surprise
and delight
5. Time

12. Brandwatch | A New Kind of Intelligence
Nestlé Case Study

13. Nestlé is the world’s largest food and beverage company with locations in 187 countries. Over 2,000 brands now belong to the group,
including products from the areas of culinary art, coffee, cocoa, tea, baby food, chocolate, confectionery, and pet food.
The challenge
● Large number of brands and services that attract a lot of attention in the media and among online consumers every day.
● Monitors these online conversations in real time - emerging crises general industry topics/food trends.
● Nestlé looked for a solution that would surface particularly relevant sources and topics quickly.
● The aim is to pass on the insights gained from social data to all departments, promoting cross-functional collaboration.
Background
Nestle | Case Study

14. Setting up a Morning Briefing Dashboard
Morning Briefing Dashboard that’s specially tailored to
the Nestlé umbrella brand, which is clear and easy to
use.
Step one
All stakeholders were built into the dashboard from the
very beginning
Agreeing on a set of sources eg particular sites, target
groups of authors, etc
The solution
Step two
Focus topics were defined and categorized with the help
of rules and tags in the Brandwatch Consumer Research
platform'
The team used data visualization within the platform to
preview and present data in real time (show data in real
time, meaning there’s no need to make manual changes
every day)
Step three
Email Alerts were set up for the internal stakeholders
Nestle | Case Study

15. The results
The Morning Briefing Dashboard
Internal stakeholders can access the context in which
Nestlé brands are discussed every day.
Through early warning systems and trackers around
brand health, campaigns, competitors, and trends, the
Brandwatch platform keeps the team up to date with all
relevant conversation across their target groups on online
news sites and social media.
An example of this is part of the Morning Briefing Dashboard.
To keep an eye on developments on social for Nestlé, competitor
brands, and to track share of voice
Nestle | Case Study

16. Audience
segmentation
Influencer
Identification
In-depth
analytics
Content
platform
creation
Campaign
tracking
Crisis
monitoring &
prevention
Brand &
competition
monitoring
Internal SMI network reduces costs + enables cross-business collaboration to gain 360° insights from social data
16
Today: Social Listening has become an integral part of market research

17. Feedback
"By combining social listening data with other data sources, such as sales
or brand health analysis, we can create a holistic picture of the
performance of our brands' campaigns and thus provide the basis for
making management decisions."
Marcel Heitmeier, Social Media Intelligence Specialist, Nestlé
Nestle | Case Study