Frank Gregory

Social Intelligence Lead
Nestlé USA

The majority of Frank’s career in market research & consumer insights has been in the Social Intelligence space, where he has spent the last 10 years building out capabilities (social listening, social audience segmentation, social influencer vetting & social content benchmarking) for brands such as Hilton, Pennzoil and Audi.  As a social intelligence leader, he has sat on each side of the marketing table over his career, from leading Social Insights teams at agencies like MediaCom, to building Social Intelligence practices at consultancies like NorthStar Solutions Group, to leading in-house brand capabilities revamping Social Intelligence within organizations like Nestle USA.  Throughout his career, Frank has used social listening & social research to inform leaders across marketing, corporate communications, product innovation and competitive intelligence functions, gaining experience in practically every leading social listening & research technology on the market as the use of AI has increased operational efficiency and speed-to-insight over the years. Like many other industries, the social media research space as exploded with its use of AI over the last couple years, with Frank gaining first-hand knowledge of its practical applications so far, and its possibilities for the future.

Frank Gregory’s Session

10:15 a.m.–11:00 a.m. Pacific — Wednesday, November 15, 2023

AI Within The Social Intelligence Space: The Latest Innovations & How to Scale Your Company's Capabilities

Since the concept started over a decade ago, Social Listening and other Social Media Research technologies have leveraged natural language processing and other innovative methods to classify social conversation themes by sentiment, emotion, and other custom segmentations. Innovations were slow to progress until a year ago, as social media is an unpredictable beast to try and tackle. With the explosion of AI and ChatGPT over the past 12 months, the speed of innovation within these tools & technologies has increased quickly, with use cases once thought impossible becoming an everyday reality for social researchers. From faster setup to assistance with summarizing key themes, new AI innovations have allowed social listening practitioners to save time and scale solutions in ways that will only become more efficient and democratized over the next few years.

Frank Gregory has built social listening & social research capabilities for global brands, small businesses, agencies, and consultancies. He has seen each technology provider in the space innovate over the years. Now, as Nestle USA’s new Social Intelligence Lead, Frank is applying the latest and greatest in AI innovation, building out his technology stack to service cross-functional stakeholders at one of the largest food & beverage companies in the world. Frank will walk through some of the latest innovations he has seen in the space and how he uses each technology daily to generate and democratize insights-gathering across his organization efficiently.

You will learn:

  • The latest AI innovations in the social listening space
  • Practical applications as a social media researcher wanting to use AI in your role
  • What to look for when evaluating social research tools for your organization
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