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eMetrics Chicago 2012
Christina Mannarino
Social Listening: Putting What You Can Measure to Work
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Today’s Discussion
 Corporate reality of Social
Listening
 Approaches, frameworks and use
cases for social listening
 Next steps
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About Me
 Agency enthusiast, 5 years of account and strategic planning
 Connecting threads between traditional research and real-time data
(Search + Social) to drive insights for our clients
 Educated in English Literature and Studio Arts
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Performics inspires participation by applying the principles
of performance marketing to drive relevant connections
across owned, paid and earned media.
 We offer a robust suite of performance marketing solutions:
— Search Advertising
— SEO & Content Optimization
— Conversion/Landing Page Optimization
— Analytics and Research Services
— Display Performance Marketing
— Affiliate Marketing
— Feeds & Syndication
— Mobile Performance Marketing
— Reputation Management & Social Media Asset Optimization
— Social Performance Marketing
 More than 800 experts in 18 countries
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Social Listening
As a corporate reality
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Following Orders
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Super Passionate. No Support.
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Different & Siloed Agendas
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Rock Stars
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Which Scenario Do You Fall In?
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Approaches to Listening
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Finding a Hidden Gem (good or bad)
 Seeking out new, quick, actionable insights
What is the
Isolate potential Be ready to
unique data business fast track
impact?
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A Clean Way to Fast Track
The Onion writes article,
poking fun of Tide videos 2 days later, a Tide ad is born on
YouTube & quickly goes viral
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Finding a Pattern or Trend of Insights (good or bad)
 Consistent insights that can lead to predictions and
future marketing strategies
Choose timeframe Understand Create a
 90+ seasonality cause and forecast to
 <30 daily/weekly effect test and learn
Be willing to be wrong!
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Engagement Starts With a
Story, Not a Platform
Stop thinking data points, individual
words, likes and sentiment ratios, and
start thinking how these insights can
create user narratives.
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Who Are Your Participants?
Participant
Statistical Models = Participant Understanding

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3 Use Cases of Actionable
Insights
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Unique Digital Needs Influence Content Strategy
Performics client (auto mfr) sought to understand:
 How have participants evolved?
 Does the auto they want correlate to online behavior
segments?
Social and Search Insights were integrated with
traditional persona research to understand:
 Where in-market shoppers research specific vehicles
 What are key selling points for specific vehicles
 Which vehicles are cross-shopped and why?
 How should this evolve TV ads, promotions and our
sales dialogue?
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Prince William’s Dome Led to Free Branding Awareness
Hair loss brand Rogaine passively listened and
unexpectedly identified (a gem) that Prince
William was a core target for social
conversation around hair loss, leading up to
the Royal Wedding.
Insights revealed:
– Preferences for specific foam products
– Advocates claimed personal success stories
– Brand opportunity to leverage royalty/celebrity
figures as potential spokespeople in future
marketing
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Key Magnetization Issue Identified & Resolved
A major hotel brand sought to understand why
they experienced declines in guest bookings.
Social listening exposed a significant issue
amongst peer review sites. Insights enabled the
hotel brand to react quickly and change their
service provider.
Insights revealed:
– The hotel’s guest keys were constantly
demagnetizing and not unlocking room doors
“Hotel key kept demagnetizing
and had to go to front desk for – Unhappy guests spread concerns across multiple
help 2X.” Priceline travel review sites
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Key Insights Should Form An
Elevator Pitch
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Insights That Form An Elevator Pitch Become
Actionable
 How this can help our business
 How we can get more in tune with our participants
 How we can embrace innovation
 How we compare against our competitors
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Follow a Simple Framework to Better Understand
Your Participants
Cleanse
Analyze Cluster Identify Apply Create
the
demos and align engagement additional profiles
noise, but
and themes & with media research & and
don’t
behaviors gems and content data activate
forget
At this point you
should have an idea
of 2-5 dominating profiles
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Making Quality Business Collect data for each
audience segment
Decisions across all touch points
Measure
effectiveness Segment data
using an into profiles
organized and create
framework for action plans
testing
Execute
by delivering relevant
messages and content
through two-way dialogue

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Integration of Data Sources is Key
1. Social data insights should not only come from a listening tool
2. Real-time data sources like Search Marketing need to be in the mix
3. Integrate social into your CRM databases & track behaviors
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All good marketing campaigns should be centered around your participant’s
experience.
Search Email Social Display Apps Video
Channels
Content Finance
Keyword/
Context Participant Business Operations
Messaging Experience Metrics
Testing Research
Bid Marketing
Strategy
Analytics
KPIs Testing Attribution Forecasting Segmentation Clustering
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Next Steps
1. Corporate culture can change with hope, empowerment
and consistency.
2. Build a council of stakeholders. Whether you have “social”
in your title or not, you are all owners.
3. Create a framework and process that enables the ability to
fast track.
4. Bridge the customer intelligence gap and invest in
collective technologies.
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Thank you!
Christina Mannarino
Christina.Mannarino@performics.com
@MannyChiTown
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