Sharing Social Intelligence across the Business

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© 2016 Brandwatch.com

Webinar/Sharing Social Intelligence Across the Business: Beyond marketing use cases for social insights

Social Media & Market ResearchGreat Lakes Educational Loan Services, Inc.@lizgross144

Dr. Liz GrossDirector of ResearchCornerstone Advisors@rshevlin

Ron ShevlinInfluencer Marketing ManagerBrandwatch@RuxandraRux

Ruxandra Mindruta

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Coming Up

• The contribution of social to business success• The most efficient ways of activating social insights• Use cases for social insights beyond the marketing department

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© 2016 Brandwatch.com3

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

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Brandwatch/ About UsSince 2007 we’ve been providing solutions for the world’s biggest brands and organizations looking to turn social data into insights, actions and valuable results.• 1200+ clients, including 1/3 of the Fortune 100• Offices in 4 countries across the world.• 97% customer satisfaction• Top quality data from over 80 million websites,

forums, blogs and social networks

• Social Listening in 44 languages

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© 2016 Brandwatch.com© 2016 Brandwatch.com

Introductions

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Dr. Liz Gross @LizGross144lizgross.net

• Manages the social media and market research programs at Great Lakes, a higher education company that services over 8 million student loans.

• Member of the faculty at Higher Ed Experts, an online school for higher education professionals to hone their skills in digital marketing.

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Dr. Liz Gross @LizGross144lizgross.net

• Contributor to the professional conversation about social intelligence with conference presentations at the Social Media Strategies Summit, American Marketing Association Higher Education Symposium, and the CASE Social Media & Community Conference.

• Co-authored a chapter entitled Student Engagement Through Digital Data that appeared in the September 2016 monograph Engaging the Digital Generation, and published Make Metrics Matter: Translating Social Media Analytics for Executives in the 2016 Direct Marketing Analytics Journal.

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Ron Shevlin@rshevlin

• Has been a management consultant for more than 25 years, working with the leading financial services, consumer products, retail and manufacturing firms in the world

• Prior to joining Cornerstone Advisors as director of research, Ron was a senior analyst at Aite Group, vice president at Epsilon and VP and principal analyst at Forrester, heading up the research efforts on customer loyalty, profitability and consumer channel use

• Recently ranked #2 on Bank Innovation’s list of 30 Innovators to watch

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Discussion

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Question 1: To what extent can social contribute to business

success?

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Question 2: What benefits do you see in getting social into the

market research mix?

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Question 3: How is social intelligence changing the market

research industry?

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Question 4: The influence of customers has shifted the flow of

power. How can businesses make this shift work to their

advantage?

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Question 5: Is customer empowerment a threat or an

opportunity for brands?

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Question 6: Some departments are more comfortable with social data than others. What are the

best ways to overcome this challenge?

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Question 7: Are there any recent examples of brands using the

voice of the customer to improve their services?

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Question 8: What advice would you give to businesses struggling to place customers at the heart

of their business?

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Question 9: What are the most efficient ways of activating social

insights?

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Question 10: What are the challenges of implementing VOC

programs?

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Question 11: Do you have any examples of how social insights

can be used beyond the marketing department?

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Q&A

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