4.28.15

Is Social Listening Part of

Your Brand’s DNA?

#SMTLive

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

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Our Panelists

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

Apryl Pilolli is the lead social media analyst at Cox Media Group where she has the challenging role of providing data and analysis to CMG's 70+ TV, radio and newspaper properties. Apryl assists with identifying trends in social

audience behavior and developing strategies for improving performance. She has worked in the media industry for almost 18 years as a photojournalist, editor, designer, and analyst and has won numerous awards from the Associated Press for her work. @aapilolli

Nick Ayres is the Global Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing efforts globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Immediately prior to IHG, Nick spent nearly five years with The Home Depot helping architect the company’s approach to social marketing as well as serving across several other functions including eCommerce, interactive marketing, brand management and new product development. @nickjayres

Lauren Harper started her career as a Community Manager for a business community site, then moved over to Eloqua to manage their social communities. Lauren is now the head of social strategy for the Oracle Marketing Cloud. @LaurenEHarper

#SMTLive

Authenticity creates loyalty. The

surest way to get fans & keep

them is to be authentic on social

media. Let them see behind the

curtain.

5 PRINCIPLES OF SOCIAL LISTENING &

ENGAGEMENT

@LaurenEHarper

#SMTLive

Fans want to feel like they are

part of something special.


ENGAGEMENT

@LaurenEHarper

#SMTLive

Everything is a story.

Stop telling your story, let your

customers tell your story instead.


ENGAGEMENT

@LaurenEHarper

#SMTLive

Tough fans can raise your game.

We get better when our followers

push us. Don’t be afraid of negative

comments – learn from it.


ENGAGEMENT

@LaurenEHarper

#SMTLive

Spark conversations then let them

happen.

Make the conversation about what

matters to your customers and

followers, not what matters to you.


ENGAGEMENT

@LaurenEHarper

#SMTLive

The average person spends 1.72

hours every day on social media,

which represents 28% of all online

activity. GlobalWebIndex

STATS DON’T LIE

@LaurenEHarper

#SMTLive

72% of buyers use social media to

research companies before making

a purchase.

DemandGen survey

STATS DON’T LIE

@LaurenEHarper

#SMTLive

70% of people are more likely to

make a purchase based on a

friend’s social media updates.

Mark Schaefer

STATS DON’T LIE

@LaurenEHarper

© 2014 IHG

Is Social Listening Part of Your Brand's DNA?

Nick AyresGlobal Director, Social Marketing

April 28, 2015

© 2015 IHG

Who is IHG?

We are one of the world’s leading hotel companies.

We have the industry’s first and largest loyalty program.

13

@nickjayres #SMTLive

© 2015 IHG

Our motto: Whatever you do, don’t be not useful

14


© 2015 IHG

Let’s talk about (social) listening


15

Listening without

action is not useful

© 2015 IHG

In plain English: Be useful, full stop

16

EXAMPLE FOCUS TOOL MIX

What are people

saying about their

travel sleep?

Broad, macro-

trends that are

directional

Sprinklr (primary)

Revinate(secondary)

What are guests

saying about

#StaySmart and

feeling well-rested?

Brand, region

or competitor-

specific

queries

focused on

campaigns

and initiatives

Sprinklr (primary)

Revinate(secondary)

What are

consumers saying

the quality of the

beds at the Holiday

Inn Express

Charlotte?

Hotel-level

insights that

drive

actionable

operational

improvements

Revinate (primary)

Sprinklr(secondary)

Exploratory

Strategic

Operational


NATIONAL & REGIONAL LISTENING FOR 70+ MEDIA BRANDS

REAL-TIME LISTENING

#SMTLive

Our Panelists

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

Apryl Pilolli is the lead social media analyst at Cox Media Group where she has the challenging role of providing data and analysis to CMG's 70+ TV, radio and newspaper properties. Apryl assists with identifying trends in social

audience behavior and developing strategies for improving performance. She has worked in the media industry for almost 18 years as a photojournalist, editor, designer, and analyst and has won numerous awards from the Associated Press for her work. @aapilolli

Nick Ayres is the Global Director, Social Marketing for InterContinental Hotels Group PLC (IHG). In his role, Nick leads the strategic and tactical social marketing efforts globally, and is focused on delivering an integrated social strategy to support the company’s business objective of delivering preferred brands. Immediately prior to IHG, Nick spent nearly five years with The Home Depot helping architect the company’s approach to social marketing as well as serving across several other functions including eCommerce, interactive marketing, brand management and new product development. @nickjayres

Lauren Harper started her career as a Community Manager for a business community site, then moved over to Eloqua to manage their social communities. Lauren is now the head of social strategy for the Oracle Marketing Cloud. @LaurenEHarper

#SMTLive

Win a Free Ticket to The Social Shake-Up!

#SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win.

Tweet: “I want to go to #socialshakeup15 because…”

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Upcoming Webinar

May 5th

Protecting Your Brand: Privacy, Risk and Compliance

Panelists: Joanna Belbey of Actiance, Inc. and Eric Berkowitz of Tracx