How we interact with consumers, detractors and brand loyalists has changed significantly over the past decades, and continues to rapidly evolve with how quickly we can exchange information. Emotions, purchase intent, influence and markets are all in flux. What product marketers are learning now is how insights from social media can change and improve not only the product, but the overall customer experience as well. Join Kelly Autenrieth, User Adoption Team Lead, North America at Brandwatch, and Brit Ferguson, Account Manager at Brandwatch, for our next webinar, where they will highlight key use cases for planning a social strategy that’s got a rewarding shelf-life for you and your consumer.

1. KELLY AUTENRIETH & BRIT
FERGUSON
Utilizing Social Insights for Product Marketing
Influencing the Moment of Truth

2. Introductions
KELLY AUTENRIETHBRIT
FERGUSON

3. Don’t be shy
We’d love your participation
• Ask questions in the
session chat
• Tweet about
discussion
A download and recording of the webinar
will be made available after the event
@brandwatch #brandwatchtips

4. • Cited as a Leader in the Forrester
Wave™: Enterprise Social Listening
Platforms, Q1 2016
• 1200+ clients in 20+ international
markets
• 98% customer satisfaction
• Over 30% of Fortune 100
• 300+ employees
• International New York/San
Francisco/Brighton/Berlin/Stuttgart/Singap
Brandwatch

5. Plan of Action
• Defining the moment of truth
• Consumer’s actions + your strategy = influencing the cycle
• Visualizing your data
• Identifying successful brands
• Recap & Q&A

6. Moment of truth

7. ZMOT
- Google

8. They = Consumer

9. You = Brand

12. The Search Begins
THEY
• Read forums and reviews
• Ask other parents
• Identify brands and
product types
YOU
• Content planning
and strategy
• Influencer identification
• Purchase intent

13. Visualize It
TOP AUTHORS (PHASE 1)
TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2)
TOP SITES (PHASE 1)

14. Examples

15. Examples

16. First Moment of Truth
THEY
• Price and product
comparisons
• Package Appearance
• Where to buy
YOU
• Localization
• Packaging strategy
• Market research

17. Visualize It

18. Visualize It

19. Examples
Festina Watches Neiman Marcus

20. Experience & Post-Purchase
THEY
• Purchase
• Additional research for what
might have been missed
• Reading and sharing
experiences
• Reconsideration
YOU
• Customer service
• Customer feedback
• Marketing campaigns
• Promotions

21. Visualize It
(((I OR we) NEAR/5f (purchased OR bought))
NEAR/10f ("backyard discovery"))

22. Examples

23. Recap & Takeaways
• You can help influence the Moment of Truth
• Keep the consumer at the forefront
• Can’t spell they without you
• Social data is an always-on approach

24. Q&A

25. nyk.brandwatch.com