According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.

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Ready, Set, Launch
Using Social Media to Improve Product and
Service Launches
With Special Guest

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Agenda
1. Benchmark Stats on Social Insights
2. What do top performers do with social data?
3. 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?
4. Launch Case Study Discussion

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Our Presenters
Ian Michiels, Principal & Managing Director, Gleanster Research
Prior 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, Visible
Becca 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.

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Audience Poll
Are you using social media monitoring tools today?
• Yes, for >3 years
• Yes, for 1-3 years
• Yes, for < 1 year
• No, planning on investing in them
• No, still researching

5. 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

6. Stats fromTop
Performers
* Q4 2013 Social Relationship Management
Survey, n=100 Brand Marketers, Revenue >$50M

7. Stats fromTop
Performers
* Q4 2013 Social Relationship Management
Survey, n=100 Brand Marketers, Revenue >$50M

8. The
Perception
Gap

9. 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

10. Are you
maximizing
your return on
social listening
efforts?
Product
Development
Marketing Sales Service
PROMOTION
SEGMENTATION
& TARGETING
PRICING
BRAND
MONITORING
ENGAGE
INFLUENCERS
STRATEGY
SERVICE &
SUPPORT
SENTIMENT
PROPENSITY TO
RECOMMEND
LOYALTY
NEW CUSTOMER
ACQUISITION
CUSTOMER
RETENTION
CROSS-SELLING
UP-SELLING
PROMOTION
CUSTOMER
COMMUNITIES
MESSAGING
NEW FEATURES,
EXISTING
PRODUCT
NEW PRODUCT
FOCUS GROUPS

11. What we
actually see
fromTop
Performers
Product
Development
Marketing Sales Service
PROMOTION
SEGMENTATION
& TARGETING
PRICING
BRAND
MONITORING
ENGAGE
INFLUENCERS
STRATEGY
SERVICE &
SUPPORT
SENTIMENT
PROPENSITY TO
RECOMMEND
LOYALTY
NEW CUSTOMER
ACQUISITION
CUSTOMER
RETENTION
CROSS-SELLING
UP-SELLING
CUSTOMER
COMMUNITIES
MESSAGING
NEW FEATURES,
EXISTING
PRODUCT
NEW PRODUCT
FOCUS GROUPS

12. Why is that?
Social data
Social data
Social channels
Customer data
Existing content
Social optimized
content
Insights derived
Expertise to turn
insights into strategy
THAT YOU CAN CONTROL

13. What can marketers
do today to get more
out of social listening?

14. How is social
media
typically used? 80%
15%5%
Yes
21%
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
* Q4 2013 Social Relationship Management
Survey, n=100 Brand Marketers, Revenue >$50M
Social is an “active marketing
channel”
How are you using social
media?

15. Poll
Have you used social media in a new
product launch?
Yes, to promote the launch
Yes, to prepare for the launch
Yes, to influence the product development
Yes, to identify target audiences
No, plan to
No, no plans to

16. 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

17. Other
Applications
ofSocial
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 / initiatives
marketers will make.
• Strategic Impact to Organization
• Multi-functional Impact
• Supply-chain Ramifications
• External Partner Alignment
• Etc.

18. What goes
into a product
launch?
PRICING
MESSAGING
AUDIENCE
TARGETING FOCUS
GROUPS
AGENCY
GEOGRAPHY
PLANNING

19. 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…

20. 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

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Case Study Discussion

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Market Research
Large Beverage Company
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.22
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 asV8 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

23. 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…

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New Product Launch
Large Technology Manufacturer
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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
• UseVisible 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

25. 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…

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Marketing Optimization
Lawn & Garden Product Manufacturer
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.26
Challenge
Solution
Results
Identify optimal geographic distribution for a new garden
product launch
• UsedVisible 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

27. 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.

28. 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

29. 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

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Complimentary
Deep Dive Research Report

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More Social Listening Resources
Gleanster.com

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Audience Q&A

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Results that Deliver Business Impact
DataYou CanTrust Industry Experts
Leading
Technology
+
Deeper Insights
The Visible Difference

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Next Steps
• Have a question comment about something in this webcast?
• Ian Michiels ian.michiels@gleanster.com
• Becca Ramble rramble@visibletechnologies.com
• Rich Miller rmiller@visibletechnologies.com
• To discuss a demo or more information, contact us at
info@visibletechnologies.com, @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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Appendix

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Product Development
• Crowd-source customer desires narrow down product features or specs.
• Use social listening to qualify trends and identify influencers to engage for
promotion
Using social listening to influence specs…