Your consumers are talking … Are you listening?
Speakers
Melissa Davies
Senior Manager, Global Insights Excellence at Mondelēz InternationalMelissa Davies has been a leader and innovator in Social Intelligence for more than 15 years. She leads Global Social Intelligence at Mondelēz International, with previous experience in social intelligence roles at Johnson & Johnson Consumer and Nielsen BuzzMetrics. Melissa was recognized by The Social Intelligence Lab as one of the Top 50 most influential people in social analytics for 2022 and 2023.
Ed Keller
Executive Director at University of Georgia | MRIIEd Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the "seminal moment in the development of word of mouth." His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.
This webinar is brought to you by a unique collaboration between ESOMAR, the world's leading international research association; the University of Georgia's Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit education institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada's market research association.
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What's it about?
No matter how you slice the data, social media is huge: 59% of the world’s population – or 4.76 billion people – use social media, and the average internet user spends 2.5 hours per day on social media platforms. Conversations taking place on social media cover almost every imaginable topic, and people often share their authentic, unvarnished opinions. Social listening is a way to tap into these conversations for insight on what’s important to your consumers – including brand likes/dislikes, competitive differentiators, and cultural signals that can help your brand or company stay relevant to your consumers.
What's in it for me?
Join us for a complimentary webinar, where we’ll share the following:
How to get started with social listening
What you can – and can’t – expect to learn through social listening
The importance of research design and data setup
How social listening can be used with other research for a holistic consumer view
Who is this for?
Anyone seeking to gain a deeper understanding of the tools and best practices used to effectively gather and analyze social media data, make informed decisions, and achieve better business outcomes.
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