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Evaluating Your Social Listening Tools:Is Your Social Media Analytics Solution
Working for You?
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Our Speakers
#smtlive
Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social networks and online communities to shape exploration and buying behaviors. Kim is an award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social media and listening platforms to drive awareness and technology adoption among the company's customers and developers. @KCelestre
Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and university guest lecturer around the globe. He is a board member of The Online Marketing Institute and was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms
Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social Media’s list of brands leading the way in social media customer service. @KrissyEspindola
About Our Moderator
#smtlive
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Convert Social Data Into Social IntelligenceKim Celestre, Senior AnalystMay 8, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Top Performers Listen & Monitor
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
But they do not integrate social data well
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Social Intelligence Is Proactive
Social Listening Tools
Krissy Espindola, T-Mobile Director KM & Social Customer Service
Service Issues Amplify which
impact can impact brand
perception
Why does Social listening matter?
11
Social media gives
customers a larger voice than ever
before
Understand what customers are saying and respond in a customer-centric way
For example..
12
MARCH
26APRIL
12MAY
1Un-carrier
Announcements
T-Mobile & MetroPCS Merger
iPhone Launch
Up 941%
Up 226%
Up 123%
Understand the conversations
13
Know your audience
14
Use in depth social data to drive meaningful strategies
Its not just about listening…
15
Resolve
Engage
Listen
Allow the tough conversations
16
Our Mission = turn unhappy customers into advocates
17
“Be THE World Class
brand for social
engagement”
Show you care through purposeful
engagement
1
Offer quick responses in
real time
2
Provide a differentiated
experience
3
Make positive connections that deliver on your
brand promise
4
The right tools enable your social teams
18
INCREASE operational
EFFICIENCY
DRIVE Campaigns &
Offers to create
LOYALTY
IMPROVE connection RESPONSE
TIME
TRACK social
SENTIMENT&
program EFFICACY
INTEGRATE with all social PROPERTIE
S
Our Speakers
#smtlive
Kim Celestre is a Senior Analyst, Social Marketing, at Forrester Research. Kim serves Marketing Leaders. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social networks and online communities to shape exploration and buying behaviors. Kim is an award-winning social media thought leader. She was a driving force behind Sun Microsystem's use of social media and listening platforms to drive awareness and technology adoption among the company's customers and developers. @KCelestre
Todd Wilms is the Head of Social Strategy for SAP and part of the Digital, Social, and Communities Leadership Team. A 20 year marketer, he has held leadership positions at some of the world's best know brands like eBay/PayPal, Citrix Online, PeopleSoft, and agency GPJ. He is an avid writer and contributor to platforms like Forbes, is widely quoted in major media, and is a frequent speaker and university guest lecturer around the globe. He is a board member of The Online Marketing Institute and was a previous board member of the Multiple Sclerosis Society of Northern California. @ToddWilms
Krissy Espindola leads T-Mobile’s Knowledge Management and Social Customer Support efforts. She joined T-Mobile in 2002 and is responsible for all internal and customer-facing support content, which spans the vast range of T-Mobile products and services. Krissy also owns the support strategy and operations of T-Mobile branded social media channels. Her team’s engagement has led to dramatic growth in customer connections and contributed to T-Mobile being recognized as Telecom’s top performer in J.D. Power’s Social Media Benchmark Study. Additionally, social media analytics firm Socialbakers named T-Mobile the number one socially devoted U.S. brand on Facebook and T-Mobile was the only wireless company on Ignite Social Media’s list of brands leading the way in social media customer service. @KrissyEspindola
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