The Art & Science of Social Listening
ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP19692
How can marketers, social strategists, and creative minds get the most out of social listening and generate actionable insights?
Most companies know social listening is important - Forrester Research estimates companies will spend $1.6 billion on social brand tracking by 2014 - but few know how to transform it into social intelligence and, more importantly, turn the listening into acting.
Through science and a good dose of art, marketers can turn social listening into a powerful tool for extracting deep consumer insights, informing the course of a strategy, optimizing & course correcting, inspiring creative ideas, and even sparking innovation.
Drawing from our experience of listening for some of the greatest brands in the world, we will provide the workshop attendees with the tools and approach on when and how to conduct social listening, make it actionable, and get the most value from it. The two and a half hour long workshop will include guidance, case studies, and a few hands-on exercises.
After attending the workshop, you will be able to answer the following questions:
When can social listening be most useful and impactful?
What is the right approach? What are the key elements of successful listening?
How do I use listening to extract consumer insights and strengthen my marketing strategy?
How do I use listening for optimization and course correction?
How can I use listening to inspire creativity and innovation?
- Basic understanding of digital marketing.
What to Bring:
- Please bring your laptop for the hands on workshop exercises. About one hour of the workshop will be dedicated to hands on exercises.
Dir of Analytics
Anne is a Director of Analytics at R/GA. Since joining in 2007, she has led marketing strategy & analytics for clients such as Coca-Cola, MasterCard, Ameriprise, Johnson & Johnson, Unilever, and Chanel. She has experience with integrated marketing campaigns, CRM programs, websites, display advertising, paid search, mobile, and social media. Anne has led several in-depth social listening projects for retail, CPG, and financial services.
Prior to R/GA, Anne worked at Wunderman where she focused on analyzing marketing programs, delivering actionable marketing insights for optimization, and building marketing databases for clients such as Microsoft, Kraft Foods, IBM, AT&T, and Citibank. Before Wunderman, Anne worked at Citibank, managing marketing campaigns for cardholders.
Anne comes from France where she graduated with a BBA and a MS in Management from the Grenoble Graduate School of Business (ESC Grenoble). In New York, she obtained her MBA in Marketing from Pace University.
Kristin is currently a Manager of Analytics at R/GA and has experience in Web, OLA, Mobile, and Social Media Analytics, as well as research. She started at R/GA back in 2009 and has worked on accounts such as Walmart, L’Oreal Paris, L’Oreal Luxury Division, and MasterCard.
Kristin was part of the R/GA team that launched Walmart's social media presence. This allowed Kristin to develop some of R/GA’s best practices and standards for Social Media Analytics and Social Listening.
Prior to joining R/GA, Kristin worked for NBC Universal in Digital Research Analytics where she focused on Web, Mobile, and Out of Home Analytics, as well as, primary and secondary Research. Kristin is a proud graduate of Fordham University where she studied Marketing and Music.