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Product and service launches are often the biggest marketing event of the year. Are yours as good as they can be? In this webinar, we take a look at social media trends and how marketers can move beyond listening, exploring how social media can be used as a powerful strategic asset in product launches. Watch this webcast to learn: - Why social media is the perfect source of insights around pricing, messaging, targeting, etc. - How social media can be used to inform and optimize the launch lifecycle - About real-world case studies where social media greatly improved launches To learn more, contact us: bit.ly/VisibleContact
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Copyright ©2014 Visible Technologies, Inc. All rights reserved.1
Ready, Set, LaunchUsing Social Media to Improve Product and
Service Launches
With Special Guest
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Agenda
1. Get the Discussion Going • #Visiblelaunchsuccess
2. Benchmark Stats on Social Insights3. What do top performers do with social data?4. From Launch to Lift-Off: The Role of Social
• How should it be used?• How can it save time?• How can it cut costs and free budget for other activities?• What skills are required?
5. Launch Case Study Discussion
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
Our Presenters
Ian Michiels, Principal & Managing Director, Gleanster ResearchPrior to joining Gleanster, Ian held leadership roles at Marketsphere and Aberdeen. He is a thought leader in the subjects of marketing, social media, and the application of technology to solve core business problems.
Becca Ramble - Director of Account Management, VisibleBecca currently leads Visible’s account management practice. The team works with Visible clients to define social media analytic objectives and work in the Visible platform to meet these needs.
TODAY’S STATS
Total survey responses: 461
PERFORMANCE BASED ALGORITHM
All Respondents
2013 Social Relationship
Management Survey
2014 Social Listening
Survey
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else
Gleanster Benchmark Stats
Stats from Top Performers
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
Stats from Top Performers
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
The Perception Gap
Are you maximizing your return on social listening efforts?
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
REACH
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
PROMOTION CUSTOMER COMMUNITIES
MESSAGING
Are you maximizing your return on social listening efforts?
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
ENGAGE INFLUENCERS
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
PROMOTION CUSTOMER COMMUNITIES
MESSAGING
NEW FEATURES, EXISTING PRODUCT
NEW PRODUCT
FOCUS GROUPS
What we actually see from Top Performers
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
ENGAGE INFLUENCERS
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
CUSTOMER COMMUNITIES
MESSAGING
NEW FEATURES, EXISTING PRODUCT
NEW PRODUCT
FOCUS GROUPS
Why is that?
Social data
Social data
Social channels
Customer data
Existing contentSocial optimizedcontent
Insights derivedExpertise to turninsights into strategy
THAT YOU CAN CONTROL
What can marketers do today to get more
out of social listening?
How is social media typically used? 80%
15%5%
Yes21%
38%
48%
50%
52%
57%
69%
71%
0% 25% 50% 75%
R&D
Customer Expansion
Customer Retention
New Customer…
Product Launch
Sales Growth-…
Social Listening
Brand Awareness
All Respondents
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
Social is an “active marketing channel”
How are you using social media?
Benchmarking use of social in product launches?
Have you used social media for a product launch?
In what capacity?
8 out of 10, YES
89% - BRAND PROMOTION 97% - BRAND MONITORING
* Q4 2013 Social Listening Survey, n=247
Other Applications of Social Listening
21%
38%
48%
50%
52%
57%
69%
71%
0% 25% 50% 75%
R&D
Customer…
Customer…
New…
Product Launch
Sales…
Social Listening
Brand…
All Respondents
One of the biggest investments / initiativesmarketers will make.
• Strategic Impact to Organization• Multi-functional Impact• Supply-chain Ramifications• External Partner Alignment• Etc.
What goes into a product launch?
PRICING
MESSAGING
AUDIENCETARGETING FOCUS
GROUPS
AGENCY
GEOGRAPHY
PLANNING
Crossing the Social Listening Chasm
Reactive Social Listening
• What happened when…
• Who said what…
• That was a great quote, we should promote it…
• She looks like an influencer…
Crossing the Social Listening Chasm
Reactive Social Listening
• What happened when…
• Who said what…
• That was a great quote, we should promote it…
• She looks like an influencer…
Proactive / Strategic Social Listening
• Validation of assumptions
• Testing hypothesis
• Analysis – Who Actually Buys
• How do they talk about…
IMMEDIATE ROI
Copyright ©2014 Visible Technologies, Inc. All rights reserved.19
Case Study Discussion
Copyright ©2014 Visible Technologies, Inc. All rights reserved.20
Market ResearchLarge Beverage Company
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.20
Challenge
Solution
Results
Explore new product opportunities in the Fruit and Vegetable juice blend market and launch a new product
• Analyze the market in a brand agnostic way to discover consumer perceptions
• Cross validation of learnings in traditional and social-based research
• Measure the competitive landscape such as V8 fusion to inform positioning and GTM strategy
The company mined perceptions beyond brand directed conversations which helped with the launch of the their new fruit and vegetable blend product line
Pricing
Test product pricing in regional locations and monitor online buzz or reviews before a national rollout.
Monitor competitive products, look for clues about how customers feel about pricing.
Possibly opportunities to re-think pricing for competitive reasons.
Using social listening to validate pricing or research…
Copyright ©2014 Visible Technologies, Inc. All rights reserved.22
New Product LaunchLarge Technology Manufacturer
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.22
Challenge
Solution
Results
Monitor reactions to the launch of the B2B product line before, during and after launch to track response to product and campaign
• Use Visible Intelligence to identify, filter and make sense out of high volume of chatter across multiple social channels
• Gather perceptions about product and competitors
• Auto-generate and export reports to share with other product and marketing teams
High quality reports praised and generated interest in other departments. Initial pilot social team grew to include corporate communication, advertising, web and other business groups
“We knew there would be a
lot of chatter happening
around the product, and we
looked to Visible Intelligence
to help us both monitor
and understand it.”
-Jason, Senior Advertising
Manager
Targeting
Social listening tools aren’t just for social, you can monitor virtually any digital channel, including location based channels.
Determine the propensity for early stage adoption based on other social attributes of a target audience.
Using social listening to determine regional rollout…
Copyright ©2014 Visible Technologies, Inc. All rights reserved.24
Marketing OptimizationLawn & Garden Product Manufacturer
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.24
Challenge
Solution
Results
Identify optimal geographic distribution for a new garden product launch
• Used Visible Intelligence to identify where individuals were experiencing issues with deer damaging their lawns and gardens
• Geo-location capability helped them identify markets for product launch as well as map specific retail locations for product distribution
The new garden product launch was considered very successful. They had the right product at the right geo locations to address customer needs
Messaging
Focus groups are expensive and social can be an immediate source of insight from potential buyers.
Lower costs and gather insights faster. Win.
Using social listening to determine messaging…
App used language in messaging that offended smokers and wasn’t sensitive to the challenges of quitting.
Social listening testing in advance of the rollout influenced changes.
Promotion
Focus groups are expensive - social offers a highly targeted and real-time source of insight from potential buyers.
Using social for promotion…
Social Only Launch• 90x more attendees than traditional
launches.
• 40 million impressions
• Started with a list of 90 buzzwords to monitor 1 month before launch
CISCO - ASR
Promotion
Focus groups are expensive - social offers a highly targeted and real-time source of insight from potential buyers.
Using social listening to monitor promotion…
Save time Cut Costs Interactive and real-time digital engagement Identify influencers / bloggers Monitor results
Copyright ©2014 Visible Technologies, Inc. All rights reserved.28
ComplimentaryDeep Dive Research Report
Copyright ©2014 Visible Technologies, Inc. All rights reserved.29
More Social Listening ResourcesGleanster.com
Copyright ©2014 Visible Technologies, Inc. All rights reserved.30
Audience Q&A
Copyright ©2014 Visible Technologies, Inc. All rights reserved.31
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference
Copyright ©2014 Visible Technologies, Inc. All rights reserved.32
Next Steps
• Have a question comment about something in this webcast?• Ian Michiels ian.michiels@gleanster.com• Becca Ramble rramble@visibletechnologies.com• Rich Miller rmiller@visibletechnologies.com
• To discuss a demo or more information, contact us at info@visibletechnologies.com, @visible on Twitter, or “Demo Request“ on our website
• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.
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