A social campaign is only as good as its results, and turning your data into actionable insights is the first step to a successful campaign. Where should you begin with your social data expectations? Which platforms should you get on board with and how do you wade through a sea of numbers? How do you turn those numbers into campaign pivots? What data can help you engage better and what data can tell you how well your campaign actually did? Join us as our panelists discuss: -Integrating a data-centric approach into your organization's campaign strategies -Using data to initiate or revise an existing social campaign -Staying agile with data to better engage with your audience

1. From Data to Decisions: Using
Social Insights for Better
Campaigns
#SMTLive

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Thank you to our sponsor
@Spredfast

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Our Speakers
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities
that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered
huge promise to corporations seeking to interact directly with, and learn from, their customers, their
employees, and experts. @RobinCarey
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social
Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP.
During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5
analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing
teams integrate social insights into their day-to-day activities. In less than two years, the Social Hive team
trained over 700 associates worldwide on using a sophisticated social listening tool for a number of use-cases
including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton
Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital
strategy and is at the forefront of finding insights from digital data. He currently leads the Analytics & Research
group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with
consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-
generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA
Today and AdWeek, among other publications. Follow him at @chriskerns

5. Solution:
1) Align
2) Understand
3) Communicate
Many Barriers to Social Success

6. Align: Goals for Social Business
@chriskerns
Brand Reach Facebook Likes
Twitter Followers
LinkedIn Followers
Brand Engagement FB: Likes, Comments, Shares
Tw: RTs, Replies, Favorites
LI: Likes, Comments, Shares
Lead Generation Click through to digital prop.
Conversions to DL, RSVP, etc.
Customer Support Ratio of inquiries : responses
SLA Response Time

7. • Past Campaign Performance
• Track and revisit social
metrics from all platforms
from past campaigns.
• What worked? What didn’t
work? What might work?
• Research
• Understand how your
audience is talking about
your topics and industry.
Understand seasonality
and competitive
performance
Understand: Learn Before You Act

8. Different internal stakeholders
need varying levels of visibility
into social programs.
• Executive Level
• VP/Director Level
• Community Manager
Communicate: Know Your Audience

9. #SMTLive
Brand
Analysis
Engagement
Opportunities
Influencer
Ranking
Brand
Building
Competitive
Intelligence
Brand
Protection
High-Risk
Situation
Management
Customer
Complaint
Resolution
Campaign
Tracking
Vendor
Monitoring
Category
Analysis
Consumer &
Product
Insights
SOCIAL DATA 360 AT YUM!

10. #SMTLive
66,601 people mentioned either watching movies/television (Netflix) or gaming
while eating pizza with an 88% net sentiment
The word frozen generates a 57% net sentiment while fresh generates 87% net
sentiment
5,232 mentions of ordering pizza with a mobile app generating a 74% net sentiment vs.
4,185 mentions of ordering pizza through a website generating a 54% net sentiment

11. #SMTLive
IDEA TO LAUNCH
1. Brief
2. Broad net, category, competitor, brand
social data research
3. Remove barriers
4. Geo-test using social listening tool
5. Adjust campaign based on testing results
6. Launch
Geo-test
Brand
research
Competitor
research
Category
research
Idea
Reconfigure Launch
Social conversation - the
world’s largest unsolicited focus
group

12. #SMTLive
TAKEAWAYS
• Stop measuring campaigns by impressions, your campaigns will immediately
improve
• Social data can supplement traditional insights to enable smarter decisions and
more accurate insights - please stop looking for your Oreo moment
• If you are getting asked about the ROI, you’re doing it wrong – set your goals
based on measurable, business driving numbers like conversion % and sales
• Coherent, informed community management is as important as the campaign
itself
• The richest social intelligence for campaigns comes from listening to unowned
conversations (category, competitor, brand) and localizing

13. #SMTLive
Our Speakers
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities
that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered
huge promise to corporations seeking to interact directly with, and learn from, their customers, their
employees, and experts. @RobinCarey
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social
Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP.
During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5
analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing
teams integrate social insights into their day-to-day activities. In less than two years, the Social Hive team
trained over 700 associates worldwide on using a sophisticated social listening tool for a number of use-cases
including: reputation management, marketing, consumer insights and customer service. @AndrewLAshton
Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital
strategy and is at the forefront of finding insights from digital data. He currently leads the Analytics & Research
group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with
consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-
generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA
Today and AdWeek, among other publications. Follow him at @chriskerns

14. #SMTLive
Thank you to our sponsor
@Spredfast

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Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
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Upcoming Webinar
May 28th
Connecting Your Enterprise: Collaboration at
Scale
Featuring: DeShelia Spann of Eaton and Danielle Gerson of Tracx