Marketing Peer Group Meeting 

Social Listening: Using Insights From Online Conversations to Inform Marketing and Business Strategy 
May 30, 2018 09:00 AM - 03:00 PM 
Explore how to use online conversation insights to solve business and marketing challenges more quickly and efficiently. Note new date, May 30! 
     
Details»
Description:

A successful marketing strategy is built around reaching the right people at the best time with the most insightful or useful content. Social listening is a key component to successfully achieving this. As social media monitoring, research, and analysis play increasingly vital roles in the business environment, the specialty continually evolves. It is important for organizations to understand:

  1. What is social listening?
  2. What are the top 5 business uses for social listening?
  3. How can businesses use social listening for continual improvement?

The day will focus on answering these questions and explore how to use online conversation insights to solve business and marketing challenges to more quickly and efficiently. Specific use case include:

  • Identify industry and competitive intelligence
  • Measure and monitor consumer and B-to-B conversations – content, attitude, and sentiment
  • Understand your target audience and industry to uncover opportunities for positioning, marketing, product development, and other strategic planning.

Member companies will learn the strategic applications of social listening, share best practices for social listening strategies, and learn to make the case for social listening investment to the C-Suite. It will be a day of collaborative learning opportunities to compare expertise with members through presentations, peer-to-peer discussion, and case-study examples. Speakers that will lead our discussion will include:

Liz Gross, Ph.D., Founding Director of Campus Sonar, Great Lakes Higher Education Corporation and Affiliates

Liz leads a team of innovative, analytical, strategic, and amazing humans at Campus Sonar. They empower colleges and universities to find and analyze online conversations that matter to them, seize engagement opportunities, and identify insights with strategic impact.

Her professional super powers include designing and analyzing market research, applying social media strategy to multiple areas of the business, explaining difficult concepts in simple language, and using social listening to develop consumer insights and assist with reputation management.

Wendy Goldman Scherer, Managing Partner, The Social Studies Group, LLC

Wendy Scherer is a strategist and researcher specializing in complex social media monitoring and analysis; industry, issue, and trend identification; and netnography (virtual ethnography). Her intense, decade-long career with advertising agencies, culminating with her becoming a partner with Bozell Worldwide in strategic planning and advertising, led her to found her first market research company. She saw a need to integrate marketing solutions with data-driven knowledge, and set her on a path to harness creative problem solving to gather meaningful and actionable insights that go beyond the typical who, what and where.

As social media monitoring, research, and analysis play increasingly vital roles in the business environment, the specialty continually evolves. Through it all Wendy stays on the leading edge. She is the founder and leads the strategy team at the Social Studies Group, working with many long-term clients representing numerous global brands across virtually all industry categories, including pharmaceutical, food, consumer packaged goods, financial services, travel & hospitality and technology.

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Please note this event changed dates and is now scheduled for Wednesday, May 30. 

Agenda Items:
9:00 AM Welcome and Introductions (webcast available)
 
9:10 AM Morning Session (webcast available)
  Liz Gross, Ph. D., Founding Director of Campus Sonar, Great Lakes Higher Education Corporation and Affiliates and Wendy Goldman Scherer, Managing Partner, The Social Studies Group, LLC. They will define what social listening is and share top 5 business uses for social listening
10:30 AM Break (not webcast)
 
10:45 AM Morning Session Continued (webcast available)
 
12:00 PM Lunch (not webcast)
 
1:00 PM Facilitated Workshops (not webcast)
  Liz Gross and Wendy Goldman Scherer
2:00 PM Breakout Discussion (not webcast)
 
2:50 PM Wrap-up (not webcast)
 
 
Location:
Gordon Dining and Event Center, Second Floor 
Contact:
Jen Anderson, 608-890-1406, UWEBCevents@wisc.edu 

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