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What's Next for Social Listening

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IN
Powered by
SOCIAL LISTENING

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Hello!
Phill Agnew
Product Marketing Manager,
Brandwatch
Thomas Crampton
Global Consulting Principal,
Marketing Transforma...

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What’s the weather like in your city?
Tell us where you’re dialing in from!

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What's Next for Social Listening

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Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?

In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.

Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?

In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.

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What's Next for Social Listening

  1. 1. IN Powered by SOCIAL LISTENING
  2. 2. Hello! Phill Agnew Product Marketing Manager, Brandwatch Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED
  3. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. THE FUTURE SOCIAL LISTENING OF
  6. 6. Why does social listening exist?
  7. 7. 35 years ago There was no internet 25 years ago There were only 130 websites in total 15 years ago Skype, Facebook, YouTube, Reddit, Twitter, Tumblr, Dropbox, and Instagram didn't exist
  8. 8. 10 years ago
  9. 9. Today
  10. 10. Why do brands need help?
  11. 11. The largest searchable archive of Human Thought
  12. 12. The largest searchable archive of Human Thought To help answer key business Questions
  13. 13. The largest searchable archive of Human Thought? To help answer key business Questions?
  14. 14. Meet Tay AI Microsoft’s experiment on conversational understanding
  15. 15. “I engage in casual and friendly discussions. The more you Tweet, the more I learn”
  16. 16. Can we rely on social to answer all our key business questions?
  17. 17. THE FUTURE
  18. 18. 1. Anonymized Data 2. Image Analysis 3. Speed
  19. 19. Facebook - PRIVATE WhatsApp - PRIVATE YouTube - PUBLIC Facebook Messenger - PRIVATE WeChat - PRIVATE QQ - PRIVATE Instagram - PRIVATE QZone - PUBLIC Tumblr - PUBLIC Twitter - PUBLIC SinaWeibo - PUBLIC Snapchat - PRIVATE Skype - PRIVATE Viber - PRIVATE LINE - PRIVATE PRIVATE users 7,605 billion PUBLIC users 2,777 billion
  20. 20. User: 1532 • Likely next purchase, categorized by industry Music: Spotify 95% | Food: Pizza 86% | Tech: iPhone 42% | Random: New iPhone charger 85% • Relative influencers 1. Wife (User: 4256), 2. Boss (User: 6206), 3. Son (User: 2386) • Propensity to ads This user is aware of 54% of ads targeted at him (4% below the average).
  21. 21. “Find me users in London who are likely to visit my store”
  22. 22. Here are 536 users who walk past your store on their commute. They have a tendency to buy similar products to yours. And have heard about your store from family and friends. “Find me users in London who are likely to visit my store”
  23. 23. 1. Anonymized Data 2. Image Analysis 3. Speed
  24. 24. 3.2 billion images shared each day
  25. 25. They contain your brands, your products, your services, your ads
  26. 26. Today
  27. 27. Tomorrow
  28. 28. Activity Face Logo Descriptive Analysis
  29. 29. Diagnostic Analysis
  30. 30. Predictive Analysis
  31. 31. Contains logo Contains product Hand gripping product In shopping environment Suggests imminent purchase
  32. 32. Today = “Where do female millennials see my brand?”
  33. 33. Today = “Where do female millennials see my brand?” The influencer: Selena Gomez
  34. 34. 1. Anonymized 2. Image Analysis 3. Speed To Insights
  35. 35. When asked what his dream product would do, Apple co-founder Steve Wozniak answered: “give me more time”.
  36. 36. When asked what his dream product would do, Apple co-founder Steve Wozniak answered: “give me more time”.
  37. 37. 400-millisecond delay = 8 million fewer searches 1 second faster = 2 percent lift in conversions Reduce load time by 2.2 seconds = 10 million more downloads 10x faster = 100x more insights
  38. 38. Today
  39. 39. AT&T Tomorrow Search bar
  40. 40. AT&T Customer Service Issues Tomorrow Predictive search
  41. 41. Fast Food Tomorrow Suggested searches - What fast food do people want - Find an audience who want to buy fast food now - Which fast food advertisements are most successful - Who are the top fast food influencers People also searched for:
  42. 42. What will social listening look like in 5 years?
  43. 43. It might look like this… AT&T customer service
  44. 44. AT&T customer service It might look like this…
  45. 45. what fast food do people want It might look like this…
  46. 46. It might look like this…
  47. 47. It might also look like this…
  48. 48. Questions? Phill Agnew Product Marketing Manager, Brandwatch Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED
  49. 49. THANK YOU

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