Every 60 seconds 1,820 terabytes of data are created, including 98,000 tweets, 600 YouTube videos, and nearly 700,000 status updates. Navigating this world of social data can be overwhelming if you don't have the right approach--but the smart business knows that understanding data is the social center of excellence. This field is no longer just for the elite or uber-techs; it's time to democratize social data. It can and should be taken out of its silo and used to drive your decision-making across the company, because insightful businesses know how to turn data into action. In this webinar, learn from our panel of experts how to: -Use social analytics to create a 360-view of your customer -Cultivate a culture of social intelligence in all departments of your business -Understand social data as more than just numbers and text, but as pathways to actionable decisions. -Turn data insights into a deeper understanding about how your business does and should work best

1. Drive Smarter Business
Decisions with Social Data
#SMTLive

2. #SMTLive
Thank you to our sponsor
@Synthesio

3. #SMTLive
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Our Speakers
Greg Cohen is the Sr. Manager for Social Media & Influence at UCB where he is in charge of identifying, validating, and building
digital & social platforms to accomplish various business objectives. Greg manages a handful of online communities for patients
living with Crohn’s disease, Parkinson’s disease, and epilepsy as well as the corporate properties for UCB, including the global
LinkedIn presence. Greg has also spent time consulting on social selling strategies utilizing platforms such as LinkedIn to improve
connectivity with key customers and develop deeper relationships. @gcohen85
Saurabh Shah is the Vice President of Client Operations, taking on the responsibility of driving the expanded Client Services
practice. He directly manages the Strategic Consulting Services and Support teams. Saurabh comes to Synthesio from Apptio,
where he joined as employee number 11 and was instrumental in the growth to over $100M revenue and 650
employees. His most recent role was driving Global Success Management and Customer Adoption. Prior to that, he's held
similar leadership roles within the Services organization of Interride, OpsWare and HP (via acquisition). @Synthesio
Robin Carey. In 2007, 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 Bates is the Analytics Advisor for AARP’s social media department. He leverages nearly 20 years of internet technology
and digital marketing expertise to support the development of a multi-channel attribution model that includes social media and
content marketing efforts. Andrew works with key stakeholders of multiple internal marketing groups and technology vendors,
and then presents holistic insights and recommendations to C-suite decision makers. He has crafted digital marketing strategies
for organizations that include Navy Federal Credit Union, DuPont, American Cancer Society and Rosetta Stone. @AndrewBates

5. #SMTLive
SOCIAL DATA
IS EVERYWHERE
Tweets per
day globally,
plus 4.5B
Facebook
Likes and
55M new
Instagram
photos.
500M
of
consumers
are more
likely to buy a
product from
a company
that they can
contact via
social media.
50%
of
consumers
who actively
use social
media to
interact with
businesses
feel a
stronger
connection
to those
businesses.
56%
of consumers
say that their
decision to buy
a product was
influenced by
something they
read in a blog.
31%
of all internet
users are
now active on
social media.
72%
of
marketers
use social
media for
business.
93%

6. #SMTLive
WHAT
CONSUMERS
SAY
WHAT
CONSUMERS
SEE
WHO
CONSUMERS
ARE
12%
2M 1M
USE SOCIAL ANALYTICS
TO UNCOVER INSIGHTS

7. #SMTLive
MARKETING
SALES
PRODUCT
12%
SOCIAL INSIGHT
TEAMS
SYSTEMS
• Deliver social insights to key stakeholders in real
time
• Integrate all your teams to make data flow
seamlessly
• Manage the 360-degree customer journey
DISTRIBUTE & CONNECT
DATA
ACROSS TEAMS AND
TOOLS

8. #SMTLive
• Deliver data in real
time
• Integrate all your
tools
• Manage the
customer journey
12
%
API
SEE THE 360° VIEW
OF THE CUSTOMER
JOURNEY

9. © 2015 UCB, Inc. All rights reserved. @gcohen85
Determine
program
objectives
Preliminary
research to
validate direction
Program
execution
Program
reporting
Insight Deep
Dives
Social Listening Program Management Cycle
9

10. © 2015 UCB, Inc. All rights reserved. @gcohen85
Understand the delicate balance of business
objectives and what customers actually care about
10
What does the
company want to
learn?
• Business objectives
• Stakeholder interviews
• Ongoing program analysis
What are customers
currently talking
about?
• Main themes of organic
conversation
• Categorizing conversations
based on business questions

11. © 2015 UCB, Inc. All rights reserved. @gcohen85
Conduct quick listening projects to answer key questions
Showcase quick wins and insight
Begin defining the ‘online customer’ (but be careful not to immediately
define as strictly separate from your current customer(s))
Social listening is a long-term initiative – showcase
quick wins and insight in order to capture ongoing
stakeholder support
11

12. © 2015 UCB, Inc. All rights reserved. @gcohen85
Customer journey example – using social listening to
map the online experience
12

13. © 2015 UCB, Inc. All rights reserved. @gcohen85
Establish
regular
routines
Understand
patient
motivations,
concerns,
and venues
Convert data
into stories
Be able to
speak as if
you ARE the
customer
Your objective: don’t think about the customer…
try to think AS the customer
13

14. © 2015 UCB, Inc. All rights reserved. @gcohen85
• what is the online experience if a customer was researching your
company/product RIGHT NOW
Reporting should live as a standalone story…
• Instead of creating a unique “social customer journey,” use the data to
augment existing customer journey mapping with how digital/social actions
improve that experience
• Develop social personas to augment existing personas – not completely
separate personas of the ‘online customer’ (caveat: you can do this if the
online customer is TRULY a differentiated animal from your normal customer)
…but when possible, try not to create ‘social listening’
artifacts that compete with other internal artifacts
• Spend time presenting to big and small groups – don’t just focus on
executives
• Look for opportunities to augment data throughout the organization –
everyone cares about the customer so continuously look for new stakeholders
Ultimately, rich stories paint pictures that are more
powerful than data and charts
Social listening reporting isn’t just about trending data
and KPIs – it should focus on storytelling
14

15. © 2015 UCB, Inc. All rights reserved. @gcohen85
Continually surface intriguing problems
Think creatively about what could actually be further explored
and explain why this is important
Stay vigilant and take risks – everything won’t pan out but
that’s no excuse for laziness
Develop proposals based on statistical correlations between
social spikes and company/competitive activities
Be a leader – never forget that you are the voice of the
customer. Don’t let them down!
Insight deep dives
15
Product Sales
Media 1 Media 2 Media 3
Correlation Correlation Correlation
Product 1 ###
Nil
(-0.05)
Nil
(0.05)
Modest
(0.40)
Product 2 ###
Nil
(-0.11)
Nil
(-0.17)
Strong (0.73)
Product 3 ###
Nil
(0.13)
Strong
(-0.64)
Modest
(-0.21)

16. #SMTLive
Listening & Social Analysis Role @AARP
• AARP Social serves as both day-to-day lead and center of
excellence for entire organization including state offices
• AARP has high brand awareness, but deriving substantive insights
from social can be challenging at times
• Goal is to better understand what consumers & influencers are
saying around particular subjects (e.g. Social Security, Medicare) to
improve relevance for member communications

17. #SMTLive
Impact of Social Listening on Member Messaging
• Social listening is used to identify which content resonates through owned
and earned conversation
• Capture & analyze feedback to improve social content and yield more
comments and shares during campaigns
• Report back to stakeholders on what worked, what didn’t, how to better plan
for future campaigns
• Tailor member communications with unique content at different parts of the
funnel

18. #SMTLive
Example: Social Listening @AARP
• AARP monitors social conversation to identify real-time opportunities
for engagement around news or events
• Can’t apply one-size fits all approach to influencers as they vary by
topic (e.g. Caregiving, Healthy Living)
• Speed is critical to keep stakeholders informed of response

19. #SMTLive
Our Speakers
Greg Cohen is the Sr. Manager for Social Media & Influence at UCB where he is in charge of identifying, validating, and building
digital & social platforms to accomplish various business objectives. Greg manages a handful of online communities for patients
living with Crohn’s disease, Parkinson’s disease, and epilepsy as well as the corporate properties for UCB, including the global
LinkedIn presence. Greg has also spent time consulting on social selling strategies utilizing platforms such as LinkedIn to improve
connectivity with key customers and develop deeper relationships. @gcohen85
Saurabh Shah is the Vice President of Client Operations, taking on the responsibility of driving the expanded Client Services
practice. He directly manages the Strategic Consulting Services and Support teams. Saurabh comes to Synthesio from Apptio,
where he joined as employee number 11 and was instrumental in the growth to over $100M revenue and 650
employees. His most recent role was driving Global Success Management and Customer Adoption. Prior to that, he's held
similar leadership roles within the Services organization of Interride, OpsWare and HP (via acquisition). @Synthesio
Robin Carey In 2007, 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 Bates is the Analytics Advisor for AARP’s social media department. He leverages nearly 20 years of internet technology
and digital marketing expertise to support the development of a multi-channel attribution model that includes social media and
content marketing efforts. Andrew works with key stakeholders of multiple internal marketing groups and technology vendors,
and then presents holistic insights and recommendations to C-suite decision makers. He has crafted digital marketing strategies
for organizations that include Navy Federal Credit Union, DuPont, American Cancer Society and Rosetta Stone. @AndrewBates

20. #SMTLive
Thank you to our sponsor
@Synthesio

21. #SMTLive
Upcoming Webinar
September 1st
Authentic Advertising: How Marketers are
Leveraging Social Content to Persuade and
Engage
Featuring: Frank Eliason of Citibank, Dan Moriarty of Hyatt Hotels and Jordan
Slabaugh of Wayin