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Recap: Beyond Social Listening at the Marketo Marketing Nation Summit 2014

It’s clear that marketers are still focusing on real-time engagement and listening. This is why the “Going Beyond Social Listening – Using Social Media to Predict Buyer Intent” session at the Marketo Marketing Nation Summit 2014 in San Francisco was so valuable.  During this session Viralheat CEO Jeff Revoy, DT-HBS CMO Paul Sebastien, and Appia VP of Marketing Sally Lowery gave insight on the importance of the move to predictive social analytics along with relevant examples and successful case studies.

Get ahead of the game and your competition.  Apply predictive social analytics to increase leads and conversions while the rest of the world still focuses on real-time engagement and listening.

Real-time Monitoring is Yesterday’s Technique

Sure, real-time monitoring led to fruitful results… last year. Keep in mind that consumers often quickly change their minds when making a purchase.  They seek the opinions of their peers and other consumers when considering different brands or products.  For example, Jane tweets “Craving #fastfood… What should I get? So many options!” An hour later, a local fast food joint sees her tweet and offers her a discounted meal coupon that expires in an hour but it’s too late.  Jane’s friend suggested a sandwich so Jane opted to go to a nearby Subway.

Real-time doesn’t have the same effect on marketing as it did in the past, because in today’s fast paced world real-time is too late.  By the time you’re aware of a potential lead through social media, that consumer has more than likely gone with a competitor or lost his or her desire for your product or service.  By this time, any efforts you make to reach out with a promotion will be irrelevant.

Marketing’s Move to Predictive Social Analytics

Is there a way to save social media marketing efforts? Yes! Take a seat on the fast track to success and implement predictive social analytics into your marketing plan.  Take a quick look at any of your social media feeds.  Chances are someone is talking about what they want or need in one form or another. Consider all the posts from “#itsaboy” to “#isaidyes” to “#newcar” – people are constantly sharing facts about their personal life in a very public manner.  This kind of information sharing allows businesses to predict buying behavior by identifying the consumers who are sharing their wants and needs for definitive events on social channels.  Relevant businesses can then reach out to these individuals with deals or promotions knowing that the consumer will be in need of their product or service at some point in the future, increasing the number of conversion rates through the identification of hot, pre-qualified leads.

It Really Works… Trust the Case Studies

Don’t wait till it’s too late. Get ahead of the game now and invest in predictive social analytics. Find future customers before they even know they need your product or service so you can get on their radar today, lowering the chances of them going to a competitor. Social media marketing isn’t dead because real-time has lost its luster – if anything, it’s more alive and thriving with even more possibilities.  Don’t take our word for it. Follow in the footsteps of DT-HBS/T-Mobile@Work and Appia, both of which have found success with predictive social analytics.

*You can find the slides from Revoy, Sebastien, and Lowery’s session here.

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