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.
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
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
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
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
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…
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…
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