There’s no greater quest in social marketing today than the quest to determine the ROI of social media. CEOs and CMOs want to know exactly what the financial investment is earning them in return, and who can blame them? There’s been a massive rush to the social space, but without a strategy for proving ROI, you can quickly find yourself knee-deep in tweets you don’t know what to do with. Specific goal-setting can help determine what kinds of social interactions to pursue, and understanding the value of social listening could change the entire shape of your organization. Social listening might not directly lead to sales all the time, but, used correctly, it will always lead to a better relationship with your customer. Join us as our panel of experts discuss: What the social media landscape looks like today and how ROI changes with it. The inherent value in using social media to expand your reach, and how to measure those benefits. Why social listening is the anchor of ROI. Examples of the kinds of goals to set for social campaigns and how to determine their success.

1. Is Social Media Worth
Multi-Million Dollar
Investment? Using Social
Listening to Determine the
ROI of Social Media
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@Talkwalker

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
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questions in the
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Our Speakers
Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business
social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named
one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power
Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer
Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years,
across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest
telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating
the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social
ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision
making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across
the globe. @Benjamin_Kay
Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics,
public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR
Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of
Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd
has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale
Carnegie. @ToddMGrossman
Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing
practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall
Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business
development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst
with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies
and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software
and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre

5. #SMTLive
The Problem: Increasing spend in social…
@NealSchaffer
…yet 88% of marketers want to know how to measure social ROI

6. #SMTLive@NealSchaffer
Measuring social media ROI begins before social media
Social media complicates measurement because it is the ultimate focus group!
• Infinite source of data regarding consumer demographics and buying trends
• Gauge consumer interests and how they interact with competitors & content
• Can help measure aggregate interaction between a brand and the public

7. #SMTLive
The Challenge: Maximizing Your Social Listening
Social
Data
Public
Relations
Customer
Support
Marketing
Sales
Human
Resources
Research &
Development
@NealSchaffer

8. #SMTLive
What is the ROI of Business Intelligence?
• Market Trends
• What the Media says about you
• Both what your Competitors are saying AND what is said
about them
• What your Customers are saying about you AND TO you
• Who Potential Customers might be and what they are
saying
• Who Your Advocates are AND what they are saying about
you
• Who are Influencers and what they are saying
• What your Employees are saying in general AND about you
• Where potential candidates might be to fill your Talent
Pipeline
“In our experience, to prove true value it’s critical to build metrics
based on data that C-suite can easily digest and clearly map back to
true business goals and objectives.” – Todd Grossman, CEO, Talkwalker
America
R&D
Product
Marketing
Public
Relations
Marketing
Sales
Customer
Serivce
Human
Resources
@NealSchaffer

9. #SMTLive
Case Study: The ROI of Sponsorship Spend
@NealSchaffer
Listening data shows the ROI of investment in cost per mention.

10. #SMTLive
Case Study: The ROI of Campaign Spend
@NealSchaffer
Integrating social data with sales data to understand social’s potential role in increased
revenues.

11. PAGE 11
Marketers have failed to master social data
• Do not set the right goals
• Track instead of measure
• Take a tactical approach
• Analyze in a silo
• Struggle to connect with
business outcomes
500 million
Tweets per
day
1.7 billion
people with
active social
accounts
@KCelestre

12. #SMTLive
Social intelligence impacts the entire lifecycle
Discover
Research
Purchase
Ask
Use
Advocate
@KCelestre

13. PAGE 13
Lululemon embraces co-creation
@KCelestre

14. PAGE 14
Lululemon embraces co-creation
@KCelestre

15. PAGE 15
Positive ROI can only be achieved through action
• Timely responses
improve brand sentiment
• Two way interactions
increase customer loyalty
• Implemented ideas grow
brand advocacy
• Shared insights drive
brand excellence (not just
social!)
@KCelestre

16. @benjamin_kay
Using social listening to deliver
business value

17. ©2015 IBM Corporation@benjamin_kay #SMTLive
Act Smarter (and faster)
Competitor
activity
Consumer
behaviour
Product /
Proposition
development
Campaign
optimization /
Media Spend
In-life
comms
Technology
Planning
Crisis
management
Influencer
identification/
engagement
Churn
Prediction
Influencing business decision making
Sustainable competitive advantage is achievable by making better decisions using
information and knowledge sourced via social platforms – ultimately delivering
greater commercial value.
Real time social data allows us to act smarter and act faster

18. ©2015 IBM Corporation@benjamin_kay #SMTLive
A mobile phone operator suffers network issues
Before/During
• Identification of
issue before any
other channel
• Location
• Customer`s affected
• Severity
Post
• Impact on brand perception
• Locations where customers were affected
didn’t match where social conversation
occurred
• Customers were more concerned with
transparency than the route cause
• Impact on business from financial PoV
Contact
Centre
Social
Media
Website GoogleNetwork
Data
Sources

19. ©2015 IBM Corporation@benjamin_kay #SMTLive
IBM @ Wimbledon

20. ©2015 IBM Corporation@benjamin_kay #SMTLive
Social listening isn’t restricted to just external social
Max Black

21. ©2015 IBM Corporation@benjamin_kay #SMTLive
very proud
it makes a difference
thanks for speaking up & sharing
we can get perspectives very quickly

22. ©2015 IBM Corporation@benjamin_kay #SMTLive

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

25. #SMTLive
Our Speakers
Neal Schaffer, President, Maximize Your Social. Neal Schaffer is a recognized innovative leader in the world of business
social media. A global speaker, university educator and consultant on social media strategy, Neal has also been named
one of marketing’s ten biggest thought leaders by CMO.com and recognized as a Forbes Top 50 Social Media Power
Influencer two years in a row as well as a Forbes Top 5 Social Sales Influencer. @NealSchaffer
Ben Kay, Social Media Senior Managing Consultant, IBM. Having worked across the telecoms industry for over 15 years,
across a range of disciplines, most recently Ben has led the strategic use of digital technology in one of UK’s biggest
telecommunications company. Leading both the strategy and operational implementation of social business, orchestrating
the social customer experience across three brands, Ben brought the organization together in the pursuit of a common social
ambition. By putting real-time social data and insight at the heart of the organization, Ben has enabled faster, better decision
making, and delivery of a market leading customer experience. Ben is now at IBM sharing his experience with clients across
the globe. @Benjamin_Kay
Todd Grossman, CEO Americas, Talkwalker. Todd is a senior executive with proven expertise in measurement, analytics,
public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR
Newswire's broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of
Connecticut and executive education programs at Cranfield University's School of Management in the United Kingdom. Todd
has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale
Carnegie. @ToddMGrossman
Kim Celestre, Senior Director, Product Marketing Jive Software. Kim Celestre has over 20 years experience as a marketing
practitioner and thought leader, winning numerous awards for leading innovative teams. She has been quoted in the Wall
Street Journal, CIO Magazine, Fortune and other leading publications. She held a variety of marketing and business
development roles at Sun Microsystems and managed global campaigns at Oracle. After Oracle, Kim was a Senior Analyst
with Forrester Research where she published research-based reports, articles and blogs on how to use social technologies
and online communities for marketing objectives. Kim is currently a Senior Director of Product Marketing at Jive Software
and leads go-to-market efforts for the Jive-x customer community solution. @KCelestre

26. #SMTLive
Thank You to Our Sponsor
@Talkwalker

27. Talkwalker is a social data intelligence company specializing in listening, advanced
analytics and reporting. We empower various departments within an organization to
make business decisions based on social insights.
Talkwalker provides the right data to the right people at the right time and in the right
format.
The Talkwalker social data intelligence platform is used by over 500 clients around the
world including:
www.talkwalker.com
contact@talkwalker.com
@Talkwalker
Talkwalker Americas: +1 646 712 9441
Talkwalker EMEA: +352 20 33 35 3 43
Get in touch
*
)

28. #SMTLive
Upcoming Webinar
December 10th
It’s Who You Know: Influencer Marketing
Now, A Case Study