The Presentation

As part of Social Media Week 2015, we created a presentation to get the industry to realize that social listening isn’t just a tool for analytics, but also a tool for all departments. We brought in speakers from each department at Cramer-Krasselt, including Creative, Strategy, Account Management and Public Relations to speak on the value that social listening can bring to their daily responsibilities.


The Concept

“When you talk, you are only repeating what you already know…but if you listen, you may learn something new.”

As human beings, we’re constantly listening to each other, whether in our home life, interacting with our colleagues or just listening to the performers on the red line during our daily commute. We use it to learn, understand, and most importantly, connect with each other. As marketers, we also seek the same sort of understanding and connection. We rely on quantitative and qualitative research tools to provide insight about our consumers in order to formulate a creative idea. With nearly 4 billion people communicating everyday online, social media provides a constant stream of real-time, on-demand opportunities to tune in and listen.

Since inception, these social networks have listened in on how consumers communicate online, leading to the evolution of Facebook, Twitter and Instagram that have become so ingrained in our daily lives. And guess what, these networks are still listening, still evolving and becoming some of the world’s most valued brands. With these networks so readily available, this leads us to the question, why can’t our brands do the same to evolve?

In this session, we’ll discuss the benefit that social listening can have across all disciplines, from observing real-time data to uncovering strategic leads to ideating for the next big campaign. It’s time for brands to start listening.

Social media is tool for inspiration. By searching keywords, hashtags and topics relevant to the brand and target, I often stumble across insights and conversation that lead to the “Big Idea.”