The Art and ROI of Listening: Turning Your Platform into a Marketing Machine [WEBINAR REPLAY]

Summary: Increasingly, people are using digital in every aspect of their life. Good or bad customer service? Consumers share about their experience on Twitter. Horrible food? They leave a negative review on social media. Every organization, no matter how big or small, can learn from these online raves and rants. This knowledge can help improve the business, products, and services. It can also give a competitive advantage as well as set your company up as an industry leader. Whether you are new to social media listening or want to expand your existing efforts, there are a few things you’ll want to do to ensure that the time and resources on the program are well spent. Join our panel of experts as we discuss:Determining 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.Sponsored by @Visible About the Panel:  Doug Busk - Director,  Global Social Media Platforms & Strategy at Coca-Cola. With over 15 years’ leadership experience in mobile and social media spaces, Doug Busk brings a diverse background to his role as Director of Connections Innovation within the Global Connections marketing team at The Coca-Cola Company. In that position, Doug is responsible for initiatives that empower the company’s marketers worldwide to connect with consumers on a real-time basis and the supporting global social listening and engagement strategy, platforms and the team of 18 social media professionals that drive them. Most recently, over the span of 2013 Doug spearheaded the creation of the Hub Network, Coca-Cola’s social listening, knowledge management and engagement platform, connecting the work of over 300 social media marketing team members worldwide and real-time. @dbuskJaime Vignali - Director, Global Digital Marketing Operations, Novartis Consumer Health Jaime has over 14 years of integrated marketing experience with multinational companies such as Gerber Products and Cadbury Adams. In her current role she is responsible for implementing global best practices around social and integrated digital marketing. Social media listening plays a key role as she strives to create great, and consistent, customer experiences for Novartis worldwide. @DocJMVKen Giffin - VP, Marketing at Visible Technologies. Ken has over 20 years of marketing experience where he has helped brands such as GE, 3Com, AmEx, Norelco and Alcoa navigate change.  His experience spans from comms/PR to product marketing, brand strategy, and demand generation. @kengiffin1Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay