How Sleep Number Mined Social Media to Supercharge the Brand

How Sleep Number Mined Social Media to Supercharge the Brand

KEVIN BROWN, SVP and CMO, Select Comfort Corporation/Sleep NumberSARAH PANUS, Senior Manager, Social and SEO, Select Comfort

Corporation/Sleep NumberANTHONY SARDELLA, CEO, evolve24

In this session you will learn:

Key questions to help audit your Social plans Mine social media for customer sentiment and

knowledge to inform your business plans Discover new ways to measure, analyze and interpret

social media

Social DNA

Fashion Cars BedToothpaste

Analytics Can Only Do So Much

4 Key Lessons Learned

7 Ways to Make Social Analytics More Useful

1 2 3 4

5 6 7

What's next? How is social media providing enhanced value for understanding the consumer and business strategy? 1. Social media content is being used to effectively predict consumer trends and foster

development of market strategies

2. It's augmenting traditional methods of customer understanding that are proving less effective

3. Social media is becoming useful to measure the effectiveness of company market strategies

Predicting TrendsLeveraging Digital to Remove Uncertainty from Key

Marketing StrategiesTREND FORECAST

OUTCOME PREDICTION

PROGRAM PERFORMANCE AND EFFECTIVENESS

Environmental Scanning OverviewHow does it work? What questions does it answer?

IDENTIFY SIGNALSWhat signals, trends,

topics, disruptions are emerging?

FORECAST TRENDWhere is it in its lifecycle?

Where will it go? How fast will it get there?

MONITOR INDICATORS What can we do to shape, influence, affect outcomes?

Consumer Interest

Market Adoption

Consumer Interest Market Adoption

Trigger

Peak of Consumer Interest

Concerns, FailuresOpposing Views

Spread

Adoption Stabilizes

Adoption Increases

Apple iPhone

Adoption Fades

Apple Newton

Common Phases of Topic, Trend LifecycleFrom Interest to Adoption

Traditional Approaches to Answer Questions Like…

Focus Groups On-line Research “Click” Metrics Deployment

What's next? How is social media providing enhanced value for understanding the consumer and business strategy? 1. Social media content is being used to effectively predict consumer trends and foster

development of market strategies

2. It's augmenting traditional methods of customer understanding that are proving less effective

3. Social media is becoming useful to measure the effectiveness of company market strategies