Ready, Set, Launch: Using Social Media to Improve Product & Service Launches

Copyright ©2014 Visible Technologies, Inc. All rights reserved.1

Ready, Set, LaunchUsing Social Media to Improve Product and

Service Launches

With Special Guest


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


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


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?


PROMOTION


PRICING

BRAND MONITORING

ENGAGE INFLUENCERS

STRATEGY

SERVICE & SUPPORT

SENTIMENT


LOYALTY


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


PROMOTION


PRICING

BRAND MONITORING

ENGAGE INFLUENCERS

STRATEGY

SERVICE & SUPPORT

SENTIMENT


LOYALTY


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


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


Case Study Discussion


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…


New Product LaunchLarge Technology Manufacturer


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…


Marketing OptimizationLawn & Garden Product Manufacturer


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


ComplimentaryDeep Dive Research Report


More Social Listening ResourcesGleanster.com


Audience Q&A


Results that Deliver Business Impact

Data You Can Trust Industry Experts

Leading Technology

+Deeper Insights

The Visible Difference


Next Steps

• Have a question comment about something in this webcast?• Ian Michiels [email protected]• Becca Ramble [email protected]• Rich Miller [email protected]

• To discuss a demo or more information, contact us at [email protected], @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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