What Marketers Need To Know About Social Intelligence, a Talk at #SMWNYC with Synthesio

Chimpery: n. 1. The act of mistaking motion for progress. 2. diffuse, undifferentiated activity without a clear goal 3. Flinging one’s shit and shrieking at the top of one’s lungs in lieu of actually solving a problem.

Matthew Zito (VP of Product, Synthesio) will explain to SMW New York attendees how Social Listening can help run a quality, strategic and effective digital campaign.

He will discuss how to discover and use true Social ROI metrics and data, provide actionable tips on how you can improve your campaigns and learn what is (and isn’t) working through Social Listening. In other words, Matthew will show you how you can stop flinging and start delivering!

Join Matthew and discover how Synthesio‘s Social Intelligence tools can enhance digital campaigns in Avoid Social Chimpery: Use ROI To Build Quality Campaigns and Stop Flinging Crap on Tuesday, February 23rd at 3:00pm at the SVA Theatre.

Learn How To Effectively Monitor Your Audience On Social With Digimind at #SMWNYC

Are you listening to powerful online conversations that could change your business? Are you following the conversations happening on social networks revolving around your brand and doing something about it?

Social media monitoring is one of few ways brands can use listening to leverage technology and data to increase brand engagement, determine the impact of your marketing communications campaigns, identify key customer influencers, opinion leaders and developing trends, pick up on customer relationship management opportunities, and even benchmark your brand and products against your competitors.

In a world where social media has taken over everything we do, it’s more important to understand consumer behavior around it and use social intelligence to gain powerful insights for your business and marketing strategies.

Join Digimind at SMW New York for their session, “Are You Listening? Learn How To Effectively Monitor Your Audience On Social” on Wednesday the 24th at 2:00pm at the SVA Theatre.

Attendees will explore a case study on using social intelligence for the non-profit industry, how to monitor influencers and use social data to reach them, and examine the best practices to analyze clients on social media and provide them with valuable insights.

Speakers include Michael Hayworth (VP North America, Woody Media), Alexander McLaughlin (Business Intelligence Analyst, Who What Wear), Eric Schwamberger (Chief Marketing & Content Officer, Tenthwave Digital) and Neta Yoffe (Social Media Magician, Digimind).

5 Minutes With LiveWorld


Photo: LiveWorld CEO, Peter Friedman

Our NYC Opening Party Supporting Sponsor and Event Host, we sat down with LiveWorld to talk all things social media. A user content management company, LiveWorld is a trusted partner to the world’s largest brands, including the number-one companies in retail, CPG, pharmaceutical, and financial/travel services.

1. What is LiveWorld’s greatest success with social media to date?

LiveWorld has hundreds of success stories from our stellar roster of Fortune 500 clients. To name just one story is tough, but to highlight our capabilities: we brought a Fortune 10 brand from an initial social media presence to being the #1 most engaged brand on Facebook worldwide, #1 brand for fans in the US and #1 share of Twitter voice in its category. We achieved this by deploying our proprietary user content management technology and working closely with the client on social strategy, insight analysis, engagement content and moderation.

2. What do you think is the most exciting thing happening in the emerging technology and/or new media space right now, as it relates to the health and pharmaceutical sector?

Healthcare is undergoing significant change in this country. Everyone is feeling it, and consumers have more questions regarding their healthcare and an increasing need for emotional and content support from other consumers and brands. Healthcare and Pharma have an unprecedented opportunity to become trusted sources of information and support for consumers, but are constantly caught battling legal and regulatory stipulations that hinder their ability to engage in social media. At LiveWorld, working these issues is our core strength. Our solution ensures regulatory and legal considerations are met through careful content monitoring, moderation, engagement, and crisis management protocols.

3. Tell us about your goals for SMW? What do you hope attendees will take away from your installation and reception?

All brands, including those in healthcare, must be actively engaged in social media across all of their strategically important markets. This worldwide and highly targeted approach to social media can seem complicated and intimidating to many brands that lack the internal resources or knowledge to implement such a program.

Our goal is to impress upon our attendees the importance of a comprehensive social media strategy, integrated implementation approach, and keeping the human element at the forefront.

LiveWorld’s brand clients go beyond just being on social media – they achieve something. The programs we develop with our clients are world class. They protect the brand, obtain actionable insights, and true engagement.

4. What is the most creative way you’ve seen social media used? (This could be a meme, campaign, installation, etc.)

We highly recommend the Walmart Elves Twitter Program and Sprint/Unilever Suave Shampoo In the Motherhood Program. Through creating a dialogue and relationship with consumers, both social media programs have had a transformative power to positively affect the consumer experience and brand loyalty.

5. This year, our global theme is “Open & Connected: Principles for a Collaborative World.” How does LiveWorld support this idea overall?

“Open & Connected” is what we at LiveWorld have been evangelizing for over 28 years. User content moderation and true engagement is a challenging element of social media for many large brands, and we work hard to make sure that everyone’s voice is being heard. Sometimes, however, we encounter harassment, spam and other comments that do not contribute to the conversation. In fact, they detract from it. This is where LiveWorld steps in so that our clients’ fans have a safe and respectful atmosphere in which to interact.

We like to think of social media as the brand’s big, online party. You want to create an engaging memorable party that your customers will recommend and want to come back to. We always ask our clients to consider questions like: “What kind of party are you throwing?”, “Who is invited?”, “What is the topic of conversation?”, “How will your customers experience your brand, when the primary method is through conversations with other customers?”.

Social media is all about human beings connecting, dialoguing, and building relationships. Our approach from strategy, to moderation, to engagement, to actionable insight, keeps that human element at the forefront. If social media is a brand’s party, consider LiveWorld a brand’s party planner who brings the bouncers, ushers and DJ, all to create the best customer experience.

LiveWorld partners with Fortune 500 brands to develop social media strategies user content moderation, engagement, and insight that span across 70 different country-language combinations, over 4,000 social media properties and over 1 million pieces of user content/month. We leverage our backend social content management system technology for scale, quality, and flexibility.

Every piece of user content is seen by a real, human LiveWorld moderator. We create true relationships and understanding among consumers and with the brand.


Make sure you check out Liveworld during SMW NYC when they join up with Pfizer to talk How to Improve Social Media Engagement in Regulated Industries and Consumer Sensitive Markets. It’s bound to be a day full of knowledge and information.

Spotlight on SocialVibe

Last week, we began looking at the organizations behind SMWNYC, making it all happen. Second in our series highlighting our local sponsors is SocialVibe, digital advertising company that builds philanthropy into its core. SVP Sales of North America, Mike Barbeau tells us the story of how it evolved into an award-winning, game changing company- and the lack of singing ability on their team. Learn more about this inspiring sponsor and make sure to keep up with them online on Facebook and Twitter.

 
Mike, our global theme for SMW12 is “Empowering Change through Collaboration.” How does SocialVibe support this?
The theme is very fitting for what SocialVibe is doing to try to change the way advertising works today. Collaboration in digital media is something that starts in the media itself as consumers are finally being brought into the fold when it comes to advertising online. Instead of being bombarded by advertising desperate for their attention, consumers are being invited into experiences or even initiating ad experiences on their own.

This focus on a consumer’s attention is one that requires advertisers and publishers to work together to respect that attention and deliver a positive consumer experience. The beauty of this transition is that it means the experience starts with the consumer. Solving the “attention riddle” is something that requires collaboration at every level of the digital media world, and we need to empower each other with the tools and know-how to fix online advertising.
 

What new trends do you expect to see more of in 2012? 
From a creative standpoint, I expect to see more consumer-driven ad experiences. Not just interactive ads, but ads that are built to let the consumer truly control the experience. We’ll be seeing more ads that are built where the consumer is at the forefront and the brand is actually “helping” them get something they actually want in the form of information, offers or content. Mobile will probably be at the forefront of this as it’s the most personal platform for consumers and one in which the market is ripe for innovation. I also expect to see new forms of accepted online ad measurement and accountability making their way into digital discussions. Lastly, I think we’ll see more publishers adopting new, alternative ad models to monetize their sites and provide better experiences for their users.
 

SocialVibe has reinvented digital advertising, and been awarded by Forbes “Best Social Media Campaign” in 2010 for your work with Bing. Why have your campaigns been so successful, and how have you been able to engage such large number of users around brands? 
It’s actually pretty simple — we put the consumer first in the experience. By giving them something of value endemic to their online experience, we built a model around the one thing all advertisers want: consumer attention.

In exchange for social currency, access to content, or charitable donations, we’re able to drive millions of consumers to invite themselves into ad experiences. In doing so, we solved for the core goal of media anywhere — to get consumers to pay attention to a brand message. Instead of needing 1000 impressions to get a single user to see a brand message, we only need one experience to drive over a minute of active attention on a message. This performance brand advertising model guarantees that the message is actually seen, and it helps brands achieve their intended back-end effects (i.e. purchase, signup, etc.).
 

SocialVibe is digital advertising company with a charitable component. Can you tell us a bit more about the platform and how it got started? 
SocialVibe started out as a cause-motivated social media community where people could complete brand activities in order to generate free micro-donations to charity. The engagement advertising model that you now see across Zynga games, Pandora, IMVU and other consumer sites was born out of this innovative technology, and we’re really proud of our charity roots.

 

The work that SocialVibe is doing to fundraise for users’ personal causes is inspiring. How has this evolved and what have been some of the most inspirational or motivational stories from this? 
Many of us started working at SocialVibe at least in part because of the aspect of philanthropy, and it remains at the center of our culture even as we build our ad model into other types of partner sites. One of my favorite stories was very early on when the folks at PowerBar’s marketing center got a call from a consumer who wanted to thank them for supporting their cause. The call center had no idea what the consumer was talking about, and it ended up getting passed along all the way to the brand manager who had bought the campaign with us. It was a pretty fun way to show that consumers actually cared about the impact a brand could make in the real world.

We also did a campaign one year with a brand supporting Dress for Success, a non-profit that provide professional business attire for low-income women. During the campaign,SocialVibe received a call from a woman who wanted to donate boxes of clothes but didn’t have a “drop” center near her house. We ended up paying for her to ship the clothes to the nearest center, whereupon the brand got a call saying it had been their biggest individual donation from a consumer, ever. Pretty cool stuff.

What are you hoping to see in this year’s SMW? 
Besides the industry’s greatest minds bellying up to the bar, I’d love to see people working together to identify new ways to measure the digital landscape. We all need to define a metric for the industry, because online measurement seems to be heading in the wrong direction. So whether it’s on a bar napkin or in a panel, getting a few people to sketch out how we can define successes in the industry would be a great start as we head into our 3rd decade of digital media.
 

What can New Yorkers expect to see from SocialVibe at SMW this February? 
Hopefully no singing from any member of the SocialVibe team, no one sleeping through my panel, and also no snow. (But I can’t promise any of these.)