How Sleep Number Mined Social Media to Supercharge the Brand
KEVIN BROWN, SVP and CMO, Select Comfort Corporation/Sleep NumberSARAH PANUS, Senior Manager, Social and SEO, Select Comfort
Corporation/Sleep NumberANTHONY SARDELLA, CEO, evolve24
In this session you will learn:
Key questions to help audit your Social plans Mine social media for customer sentiment and
knowledge to inform your business plans Discover new ways to measure, analyze and interpret
social media
What's next? How is social media providing enhanced value for understanding the consumer and business strategy? 1. Social media content is being used to effectively predict consumer trends and foster
development of market strategies
2. It's augmenting traditional methods of customer understanding that are proving less effective
3. Social media is becoming useful to measure the effectiveness of company market strategies
Predicting TrendsLeveraging Digital to Remove Uncertainty from Key
Marketing StrategiesTREND FORECAST
OUTCOME PREDICTION
PROGRAM PERFORMANCE AND EFFECTIVENESS
Environmental Scanning OverviewHow does it work? What questions does it answer?
IDENTIFY SIGNALSWhat signals, trends,
topics, disruptions are emerging?
FORECAST TRENDWhere is it in its lifecycle?
Where will it go? How fast will it get there?
MONITOR INDICATORS What can we do to shape, influence, affect outcomes?
Consumer Interest
Market Adoption
Consumer Interest Market Adoption
Trigger
Peak of Consumer Interest
Concerns, FailuresOpposing Views
Spread
Adoption Stabilizes
Adoption Increases
Apple iPhone
Adoption Fades
Apple Newton
Common Phases of Topic, Trend LifecycleFrom Interest to Adoption
Traditional Approaches to Answer Questions Like…
Focus Groups On-line Research “Click” Metrics Deployment
What's next? How is social media providing enhanced value for understanding the consumer and business strategy? 1. Social media content is being used to effectively predict consumer trends and foster
development of market strategies
2. It's augmenting traditional methods of customer understanding that are proving less effective
3. Social media is becoming useful to measure the effectiveness of company market strategies