You can’t do social marketing well if you aren’t nailing social listening. If you’re crafting and executing a social strategy in a vacuum, your results will probably be equally hollow. The thing is, consumers are on social right now, talking about your brand or talking about issues that are important for developing and selling your products or services. Are you listening to them? Are you listening across platforms? Are you gathering your results from all areas of social? Are you taking that data and and using it to re-formulate your marketing approach? If it sounds like a lot, it’s because it is. But it’s not impossible with the right know-how. Join us as our panel discusses: How to know what to listen to and when; Strategies for integrating social listening into your marketing approach Ways to aggregate listening across platforms How to turn listening data into actionable insights for your business plan

1. How Does Social Listening
Change the Way You Do
Business (And Create ROI)?
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@FalconSocial

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. #SMTLive
Our Speakers
Mikael Lemberg is Director of Product Management at Falcon Social. Mikael Lemberg has previously worked at Facebook,
and now oversees the development and management of Falcon Social’s data-centric products. He is an expert in marrying
social data to business goals, and understanding how insights from social data can help optimize business processes
throughout the organization. @Lemberg
Greg Gerik is CEO of Gerik & Company. With over 11 years of experience working with digital and technology companies,
Greg Gerik is currently the principal of Gerik & Company, a digital consultancy focused on helping Fortune 500 companies
achieve better sales and results in ecommerce and digital marketing programs. He was most recently the Vice President of
Product Marketing and Industry for Shoutlet, a social media and consumer insights technology company. At Shoutlet, his
team helped Fortune 500 companies optimize their digital strategies and achieve better sales and insights from their digital
marketing efforts. Prior to joining Shoutlet, he worked at 3M as a digital leader for the Global eTransformation Team at
3M. @ggerik
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
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. @AndrewLAshton

5. #SMTLive

6. #SMTLive

7. #SMTLive

8. #SMTLive

9. #SMTLive
Greg Gerik
Gerik & Company
Greg@gerik.co
@ggerik
GregGerik.com
(415) 361-0055

10. #SMTLive
• Customer Service
• Sales
• Research/Product Development
• Customer Insights / Behaviors
• Marketing / Campaigns /
Sweepstakes
• Offers / Deals
• Human Resources / Corporate
• Supply Chain
• Competitive Intelligence
• Channel Intelligence
@ggerik

11. #SMTLive
@ggerik

12. #SMTLive
@ggerik

13. #SMTLive
@ggerik
• You Move What You Measure
• Create Context
• Measure to Business Impact
• Start Small & Scale Quickly
• Focus on Precision & Avoid
Accuracy

14. #SMTLive
What Do We Listen To?
OpportunitiesResearch Optimization
Reputation
@AndrewLAshton

15. #SMTLive
Listening = Money
18k website clicks
5k website clicks
@AndrewLAshton

16. #SMTLive
Takeaways
• Research is king
– brand, competitor, category, industry
• Listen with a purpose
– What are you listening for? How do you know if you heard it?
• Get other functions involved
– Everything has to be sold at some point.
• Optimize to win – know what winning is
• Pay social listening the proper respect
Social media is a more important long-term marketing
platform than television, pay attention and invest
accordingly.
@AndrewLAshton

17. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

18. #SMTLive
Our Speakers
Mikael Lemberg is Director of Product Management at Falcon Social. Mikael Lemberg has previously worked at Facebook,
and now oversees the development and management of Falcon Social’s data-centric products. He is an expert in marrying
social data to business goals, and understanding how insights from social data can help optimize business processes
throughout the organization. @Lemberg
Greg Gerik is CEO of Gerik & Company. With over 11 years of experience working with digital and technology companies,
Greg Gerik is currently the principal of Gerik & Company, a digital consultancy focused on helping Fortune 500 companies
achieve better sales and results in ecommerce and digital marketing programs. He was most recently the Vice President of
Product Marketing and Industry for Shoutlet, a social media and consumer insights technology company. At Shoutlet, his
team helped Fortune 500 companies optimize their digital strategies and achieve better sales and insights from their digital
marketing efforts. Prior to joining Shoutlet, he worked at 3M as a digital leader for the Global eTransformation Team at
3M. @ggerik
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
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. @AndrewLAshton

19. #SMTLive
Thank You to Our Sponsor
@FalconSocial

20. #SMTLive
Upcoming Webinar
January 26th
The ROI of Influencer Marketing