If your company isn’t analyzing the millions and millions of megabytes of social data out there, you’re way behind on the game. And if you’re using that social data simply to measure numbers that don’t really say anything about your company’s value in the market, you’re doing it wrong. So what should you be measuring, and how should you use what you measure to improve your company? In this webinar, we’ll identify the kinds of social metrics that can be useful for your company, and discuss ways to use those numbers to improve the only thing that really matters: your customers’ experience. But moving from hard numbers to a top-of-the-line customer experience isn’t an easy process, especially if your company doesn’t already have a system in place. Join us as our panelists discuss: -The areas of social--including Twitter, blogs, and forums like Reddit--that you should be leveraging to gather information; -What kinds of data to look at to determine how your brand is perceived and interacted with; -Which tools and platforms work best to filter the data in a meaningful, readable way; -How to use that data to predict your customers’ desires and proactively provide value to them before they know they need it.

1. How Social Data Powers
Customer Experience
#SMTLive

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Thank You to Our Sponsor
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Join the Conversation…
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Our Panelists
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
Frank Eliason has been described as the “most famous customer service manager in the U.S., possibly the world.” By
expanding the reach of customer service via social media, and taking the simple approach of asking "Can we help?” he
repositioned the relationship between Comcast and its customers. He is author of @YourService published by Wiley. Frank
became well known in social media for the Customer Service outreach function that his team at Comcast was involved with.
This work has been recognized by many news organizations such as ABC News, New York Times, Business Week, among
many others. @FrankEliason
Katharine Mobley is a marketing strategist, and media relations executive, who happens to be a data geek and social
media addict. Her entrepreneurial spirit coupled with over 17 years‘ experience in her field is sought after by brands ranging
from startups to various Fortune 100 companies. She has served as a consultant for various household names to help
navigate emerging markets, launch product extensions or handle crisis communications. Currently, she has been the CMO
of WeCareCard, a SaaS based payments company, where she is charged with the overall marketing strategy, media relations
and corporate partnerships of their MasterCard(R) prepaid product. @katharinemobley
Lisa Keller has over 10 years of digital marketing experience, and currently runs the in-house social media team at Nestle
Purina, where she leads a team of Community Managers, Social Designers, Influencer Specialists and Social Analysts in the
social strategy activation for 8 Purina brands. @lisackeller

5. #SMTLive
Social Listening: When & Why?
Social
Strategy
Everyday
Community
Engagement
Reporting
@lisackeller

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BUT….remember the silent majority
Usually a small portion
of your audience
(<30%) is creating most
of the content. The rest
may still be consuming
content and acting
offline.
 Explore studies & analytics
that enable you to
understand your silent
majority.
 Avoid only creating content
for the vocal minority.
@lisackeller

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Don’t assume ANYTHING
LISTEN and MEASURE

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Create a CUSTOM dashboard

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We Like to Say We Listen But Do We?

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We Built the Listening Command Center

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Actions Speak Louder Than…
• Your Tweets
• Your Facebook Posts
• Your Press Releases
• Your Content Marketing Efforts
• Your Blog Post
• Your Images
• Your Paid Media
• Your Scripts
• Your Executive Quotes
• And So Much More

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The Future of Data is Now

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The Hurdles are Getting Larger

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Our Panelists
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
Frank Eliason has been described as the “most famous customer service manager in the U.S., possibly the world.” By
expanding the reach of customer service via social media, and taking the simple approach of asking "Can we help?” he
repositioned the relationship between Comcast and its customers. He is author of @YourService published by Wiley. Frank
became well known in social media for the Customer Service outreach function that his team at Comcast was involved with.
This work has been recognized by many news organizations such as ABC News, New York Times, Business Week, among
many others. @FrankEliason
Katharine Mobley is a marketing strategist, and media relations executive, who happens to be a data geek and social
media addict. Her entrepreneurial spirit coupled with over 17 years‘ experience in her field is sought after by brands ranging
from startups to various Fortune 100 companies. She has served as a consultant for various household names to help
navigate emerging markets, launch product extensions or handle crisis communications. Currently, she has been the CMO
of WeCareCard, a SaaS based payments company, where she is charged with the overall marketing strategy, media relations
and corporate partnerships of their MasterCard(R) prepaid product. @katharinemobley
Lisa Keller has over 10 years of digital marketing experience, and currently runs the in-house social media team at Nestle
Purina, where she leads a team of Community Managers, Social Designers, Influencer Specialists and Social Analysts in the
social strategy activation for 8 Purina brands. @lisackeller

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Thank You to Our Sponsor
@LiveWorld

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Upcoming Webinar
September 29th
Creating a Seamless and Relevant Digital
Marketing Campaign
Featuring:
Kristine Vick, SAS
Chad Pollitt, Relevance
Drew Neisser, Renegade