There are billions of conversations taking place every day on social networks. What kind of insight can be derived from this massive amount of social media data that consumers are sharing publicly? What are the best practices for analytics, metrics, and isolating trends and meaning in the data? How can you use the Internet as a focus group to connect social conversations with product R&D efforts? Join us as we talk about the ways businesses can go from data to insight, and from insight to action with social media.

1. Thank you
Neil Crist
Founder & CEO
Venuelabs
@neilcrist @venuelabs

2. Consumer content with geo-location

3. Consumer content with geo-location
• Mobile consumers leaving 4.1 billion activities & messages
monthly.
• 2 billion + are tagged with location
• >67% have photos have location tied
• 20% have distinct sentiment/mood (+/-)
• Geo tagged content will surpass non-geo consumer content
in the next 12-18 months.

4. Cross Signal Calibration is Critical
• Consumer channels >50 per location
• Difficult to anticipate which channels
are most active
• True understanding comes through
holistic listening across channels
• Profiles are created by consumers
• Traditional social media tools do not
surface this content

5. Location-based is Powerful “Last Mile” of Context
“What are my customers saying at the point of
purchase?“
“Which of my locations produce the best customer
experience?“
“Where can I best invest marketing dollars and
reach the right audiences?”
“What new channels are my customers engaging
with by brand on?”
“When our reputation is in trouble, how can I
identify the source issue?”

6. Case Study: Local Marketing ROI
250 Location QSR Identifies New Marketing Opportunities
“With local listening and
• Franchise Brand, 250 Locations
measurement, we found one • Execute National Campaigns with
franchise owner that was seeing local execution by franchisees
4x return on campaigns.” • Local measurement insures
marketing compliance and provide
- Steve S., Director of Marketing understanding local ROI
• Found 1 metro area with 4x the
return on campaign
• Analyzed and found they did not
follow campaign program, but
produced a better experience.

7. Case Study: Staffing, Customer Experience, Revenue
National Convenience Store Operator Identifies Staff Training Issues
“We found that staff were not
• Over 900 locations
being properly trained, and it • Found repeated patterns of improper
was costing us significant cleaning of pumps
revenue every day.” • Discovered patterns of blocking
customer purchases
- John J., Regional Manager, West Stores
• Identified facility cleanliness and
safety issues
• Identified staff and managers that
needed to be let go.

8. Case Study: Measuring Daily Deals
Learned the Short-term and Long-term Impacts of Daily Deals
• 90 Locations in 7 states, 3 countries
• Ran Groupon for all locations
“There is more to the daily deal
• Sold out, high positive buzz
than the day of the deal. We • On fulfillment, found local customer
followed customer sentiment at sentiment issues following 3-4 weeks
our stores for weeks after to • Identified trouble stores, customer
discover what customers really miscommunications
thought.” • Net impact to sentiment was more
negative long term
- Julie T , VP of Marketing and Operations