185. Frank Gregory - Social Listening

“Qualitative research is understanding the why behind different emotions and different interests. …Quantitative is going to give you the actual sizing of how large of a conversation is. What I love about Social Intelligence and, specifically the social listening piece, is that balance of qual and quant.”

Frank Gregory, Social Intelligence professional at Nestle USA. After starting his career in Marketing Strategy & Research, Frank has specialized in Social Listening and related social research methodologies for the past 11 years, becoming a recognized leader in the emerging Social Intelligence space.  Due to his accomplishments building out these capabilities for brands such as Audi, Hilton, and now Nestle USA, as well as founding the Social Intelligence Practices at agencies such as MediaCom and consultancies such as NorthStar Solutions Group, Frank has recently been twice recognized by the Social Intelligence Lab (the leading global trade organization in the space) as a Global Social Intelligence Insider 50 award winner, in both 2022 and 2024.

In this episode, Frank Gregory, a Social Intelligence professional, shares his journey and expertise in social listening and social intelligence. He explains the importance of social intelligence for brands and how it encompasses social listening, audience segmentation, community analysis, and content performance analytics. Frank emphasizes the balance between qualitative and quantitative research in social intelligence and the need to understand the target audience. He also discusses the role of generosity in his work, including the gift of time and the importance of saying yes to helping others. Frank highlights the return on generosity, which can lead to unexpected opportunities and relationships.

Chapters:

• 00:00 Introduction to Frank Gregory and Social Intelligence
• 03:43 Frank's Journey into Social Listening
• 07:07 Defining Social Intelligence and Its Importance
• 14:11 Target Audience in Social Media vs. Target Market
• 22:14 Ethnographic Research and Foresight Ecosystems
• 28:07 Addressing Privacy Concerns in Social Listening
• 32:45 Generosity at Work and the Return on Generosity

R.O.G. Takeaway Tips:

• Do your research.
• Take a shot on someone.
• Know your audience. 
• Balance. (i.e. qualitative and quantitative research) 
• Make time for people. 
• Practice the Golden Rule. 
• Have a natural curiosity. 
• Social intelligence includes social listening, audience segmentation, community analysis, and content performance analytics.
• Understanding the target audience is crucial in social intelligence.
• Balance qualitative and quantitative research in social intelligence.
• Generosity in giving time and helping others can lead to unexpected opportunities.
• Practice the golden rule and treat others as you want to be treated.

Resources:

• Frank Gregory 
• Nestle

 

Where to find R.O.G. Podcast:

R.O.G on YouTube

R.O.G on Apple Podcasts

R.O.G on Spotify

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