“We’re in the second wave of social listening,” observes John Bell, Global Managing Director at Social@Ogilvy. After standing up monitoring and reporting capabilities (the first wave), marketers felt they had accomplished something, but “nine times out of ten, they were producing a bunch of ‘chart junk.’”

In the latest installment of our Connected Perspectives video series, John discusses the path from “chart junk” to true, real-time marketing.

Connected Perspectives profiles the people and ideas shaping the next phase in business. Past and future videos include Porter Gale (Virgin America), Joe Fernandez (Klout), Mike Maples Jr. (FLOODGATE), Doreen Bloch (Poshly), John Ellett (nFusion), Tim Leberecht (NBBJ), Andrew Deitchman (Mother New York), Don Tapscott (author and speaker), John Battelle (Federated Media Publishing), and Jez Frampton (Interbrand).

Be sure to watch the full video below (blog subscribers, click here), and sign up here to be notified whenever new Connected Perspectives videos are published.