The Art and ROI of Listening
Yesterday, Visible sponsored a webinar alongside Social Media Today, “The Art and ROI of Listening: Turning Your Platform into a Marketing Machine.” Visible’s Ken Giffin, VP Marketing, joined Doug Busk from Coca-Cola, Jaime Vignali from Novartis, and moderator Paul Dunay to discuss how one can ensure that the time and resources being spent on a marketing program are well spent. They covered:
- Deterining the goals of your social listening program.
- Monitoring and assessing the progress of your social listening program.
- Identifying who will benefit from social media analytics and at what level of detail.
- Deciding which social channels to investigate.
- Identifying influencers.
- Arming employees to be brand evangelists.
- Creating a crisis management plan.
Paul Dunay sums up the webinar and the great audience engagement in his blog on Social Media Today:
“Ken got us started with some background from Forrester’s Analyst Nate Elliot on the importance of listening and then took us through a hypothetical case study from Honda which talked about all the great things you could listen for after winning a major industry accolade like the JD Powers and Associates award. For example, you could look for changes in brand attributes like: Reliability, Value, Gas Mileage, you could compare the Honda brand to its competition across those same attributes and look for changes in those attributes based on the report. You could find communities interested in the report and discussing your brand. You could even find brand advocates in some of those communities. A fantastic example of how important listening can be in the brand marketing toolkit!”
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