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SOCIAL LISTENING

Hello!

Phill AgnewProduct Marketing Manager,

Brandwatch

Thomas CramptonGlobal Consulting Principal,Marketing Transformation

OgilvyRED

What’s the weather like in your city?

Tell us where you’re dialing in from!

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THE FUTURESOCIAL LISTENING

OF

Why does social listening exist?

35 years agoThere was no internet

25 years agoThere were only 130 websites in total

15 years agoSkype, Facebook, YouTube, Reddit, Twitter, Tumblr, Dropbox, and Instagram didn't exist

10 years ago

Today

Why do brands need help?

The largest searchable archive of Human Thought

The largest searchable archive of Human Thought To help answer key business Questions

The largest searchable archive of Human Thought? To help answer key business Questions?

Meet Tay AIMicrosoft’s experiment on conversational understanding

“I engage in casual and friendly discussions. The more you Tweet, the more I learn”

Can we rely on social to answer all our key

business questions?

THE FUTURE

1. Anonymized Data2. Image Analysis3. Speed

Facebook - PRIVATEWhatsApp - PRIVATEYouTube - PUBLIC Facebook Messenger - PRIVATEWeChat - PRIVATEQQ - PRIVATEInstagram - PRIVATEQZone - PUBLIC Tumblr - PUBLIC Twitter - PUBLIC SinaWeibo - PUBLIC Snapchat - PRIVATESkype - PRIVATEViber - PRIVATELINE - PRIVATE

PRIVATE users 7,605 billionPUBLIC users 2,777 billion

User: 1532

• Likely next purchase, categorized by industry Music: Spotify 95% | Food: Pizza 86% | Tech: iPhone 42% | Random: New iPhone charger 85%

• Relative influencers 1. Wife (User: 4256), 2. Boss (User: 6206), 3. Son (User: 2386)

• Propensity to adsThis user is aware of 54% of ads targeted at him (4% below the average).

“Find me users in London who are likely to visit my store”

Here are 536 users who walk past your store on their commute.They have a tendency to buy similar products to yours. And have heard about your store from family and friends.

“Find me users in London who are likely to visit my store”

1. Anonymized Data2. Image Analysis3. Speed

3.2 billion images shared

each day

They contain your brands,

your products, your services,

your ads

Today

Tomorrow

Activity

Face

Logo

DescriptiveAnalysis

DiagnosticAnalysis

PredictiveAnalysis

Contains logo

Contains product

Hand gripping product

In shopping environment

Suggests imminent purchase

Today = “Where do female millennials see my brand?”

Today = “Where do female millennials see my brand?”

The influencer: Selena Gomez

1. Anonymized2. Image Analysis3. Speed To Insights

When asked what his dream product would do, Apple co-founder Steve Wozniak

answered: “give me more time”.

When asked what his dream product would do, Apple co-founder Steve Wozniak

answered: “give me more time”.

400-millisecond delay = 8 million fewer searches

1 second faster = 2 percent lift in conversions

Reduce load time by 2.2 seconds =10 million more downloads

10x faster = 100x more insights

Today

AT&T

TomorrowSearch bar

AT&T Customer Service Issues

TomorrowPredictive search

Fast Food

TomorrowSuggested searches

- What fast food do people want

- Find an audience who want to buy fast food now

- Which fast food advertisements are most successful

- Who are the top fast food influencers

People also searched for:

What will social listening look like in 5 years?

It might look like this…

AT&T customer service

AT&T customer service

It might look like this…

what fast food do people want

It might look like this…

It might look like this…

It might also look like this…

Questions?

Phill AgnewProduct Marketing Manager,

Brandwatch

Thomas CramptonGlobal Consulting Principal,Marketing Transformation

OgilvyRED

THANKYOU