Listening to the Conversation — The New Communications Imperative
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Listening to the Conversation — The New Communications Imperative



Rob Key's presentation at PRSA's Digital Impact conference, April 30, 2009

Rob Key's presentation at PRSA's Digital Impact conference, April 30, 2009



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Listening to the Conversation — The New Communications Imperative Listening to the Conversation — The New Communications Imperative Presentation Transcript

  • PRSA Digital Impact Conference Listening to the Conversation — The New Communications Imperative Rob Key, CEO, Converseon April 30, 2009
  • Who is Converseon?
    • Only leading provider of Conversation Mining with “end-to-end capabilities” -- from listening and reporting, to social media strategy development, technology and implementation
    • Governing members of the Word of Mouth Marketing Association
    • Clients include some of the world’s largest and most influential brands including Dow Chemical, Siemens, Samsung, Graco Baby, Palm, etc.
    • Multiple award-winner for a range of social media programs
  • Marketing Funnel 1.0
  • Conversation Funnel 2.0
  • Increasing Investment in Social Media
  • Converseon’s Social Media Process A Best Practice Approach to Joining the Conversation Build foundation for effective social media engagement Participate and ignite conversations Report on established engagement metrics and KPIs Map the landscape
  • Conversation Miner™
    • Listen: Converseon’s Conversation Miner ™ scours online discussion areas to capture, understand and report the products, issues and opinions that consumers share between and among themselves. This includes newsgroups, blogs, podcasts, social media and other forms of user-generated media.
    • Search Engine Visibility
    How We View the Social Media World Enterprise Generated Content Mainstream Media Consumer Generated Content Podcasts Corporate blog Corporate website MSM blogs Online media vehicles Analyst forums the waterline visibility control Social media Newsgroups Detractor sites Professional blogs Affiliates Reviews Personal blogs
  • Mining the Conversation The Conversations Converseon Mines and Reports (Each venue has its own cultural norms which should be kept in mind) SOCIAL NETWORKS WIKIS PHOTO SHARING BLOGS 100+ million MICROBLOGS FORUMS/NEWSGROUPS 120+ million VIDEO SHARING Twitter: 4-5 million users (Q4 2008) Facebook: 200+ million users (Mar 09) 35% of adult Internet users has a social networking profile (Dec 08) SOCIAL MEDIA NEWS AGGREGATORS Wikipedia: 272 million unique visitors (Sept 08)) YouTube:200+ million viewers (Mar2009)
  • Monitoring vs. Mining Volume Word counts/tag cloud Entry timeline High-level topics Multi-level sentiment Venue analysis Influence Drill-down to entries Real-time Monitoring Mining Sentiment Topics and subtopics Human analysis Voices/participants Key influentials Incident-level reporting Limited sources (gen.) Custom reporting elements Daily, weekly, monthly or quarterly
  • Some Solutions
    • Free monitoring
      • Google Alerts, Bloglines, Technorati, Icerocket, Tweetscan, Tweetbeep,Twitter Search
    • (“For fee”) monitoring
      • Radian6, Scoutlabs, Conversation Monitor ™, etc.
    • Conversation Mining
      • Converseon Miner™, Cymfony, Neilson Online (“Buzz Metrics”), Motivequest
    • Engagement Platforms
      • Converseon eResponder, Visible Technologies, etc.
  • We Combine Advanced Technology + Human Analysis to Provide More Accurate, Reliable and Meaningful Data [Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance . I decided to leave the Treximet in the desk, untouched. “ , published on 18-02-2009 [Positive for Treximet Effectiveness] “…I popped a Treximet , slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear . That was four hours ago.” , published on 18-02-2009 [Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex , which I have used for years, and felt surprised to see the very same descriptions as those accompanying the Treximet . Since Imitrex has never bothered me,..” , published on 18-02-2009 Automated sentiment systems score at record level, missing important details Automated systems would have scored the entire message negative for Treximet because of the ‘cardiac disturbance’ and side effect mentions, completely missing the point that the author found the drug highly effective and would likely use again
  • Multi-Level Sentiment We’ve had our 2006 Pontiac Vibe for about two and a half years now and we recently passed 80,000km (just shy of 50,000 miles). Overall the car has been working well for us. We’ve had no mechanical issues with the car and the only real cost has been regular oil changes. Our average fuel consumption for 2008 is currently at 8.34L/100km (~ 28 MPG). This isn’t very good in my opinion but it does include winter driving with the snow tires on. One other gripe about the car is that there is a very thin layer of paint. It seems that everything causes a small paint chip. I think if you sneezed while standing within 10 feet of the car it would get a paint chip.
  • Some Key Mining Dimensions
    • Volume
    • Sentiment
    • Voices
    • Speakers
    • Influence
    • Topics
    • Subtopic
    • Velocity
  • How Do We Find Meaning from Measurement?
  • The Most Effective Listening Requires an Organizational Approach
    • Social Media Listening is an engine of organizational transformation, and requires recognition that social media is not just a marketing/communications issue, but an organizational issue
      • Infusing listening into specific organizational use-cases helps companies become “Listening Organizations.”
  • Don’t Forget: Cultural Listening…
  • Cultural Listening
  • Cultural Listening
  • We Believe…
    • As marketers and brands increasingly penetrate social media communities, backlash will grow in many venues
    • Driving factors, such as tagging and increasing personalization, will further diversify, not homogenize, community norms
    • Offline rule norms don’t always apply
    • Effective engagement requires an altruistic approach that understands, respects and gives to the community without the expectation of specific immediate commercial outcome
  • “Karmic Communication”
    • The effects of all deeds actively create past, present and future experiences
    • “ Ask not what the community can do for you, but what you can do for the community.”
  • Conversation Mining™ Typical Use Cases/Campaign Scenarios
    • Identify influentials who are defining your brand…and category
    • Inform creative by capturing the “real” conversation by and between your customers and prospects…in near real time
    • Manage reputation
    • Improve and enhance product launches
    • Manage customer service
    • More effective, “real-time” marketing research
    • Inform search/content development
    • Measure campaign effectiveness
    • Inform media by understanding where relevant conversations are actually occurring
    • Competitive intelligence
    • Inform an overall social media strategy
  • Use Case: Brand Health Report
    • Purpose: Provide brands with full assessment of their current position in the online conversation
    • Analyzes 60 days of data (generally 30 days retroactively)
    • Full analysis and go-forward engagement recommendations delivered approximately 45 days after engagement (includes go-forward resource recommendations)
    • Analysis includes volume, sentiment, topic/subtopic, influence, voices
    • Can include competitive intelligence
  • Customer Service
    • “ For companies that don't tend to their customers, the consequences can be dire. Consumers frustrated by the regular fix-it channels are increasingly employing vigilante tactics. Whether they're making YouTube, Google videos or posting account numbers on blogs filled with digital rants, more and more consumers are getting companies to respond on their terms.”
        • Business Week, February 21, 2008
  • Use Case: Identify Potential Customers
    • Takes supplements as a part of overall wellness routine; likely part of online diet club
    • Better informed than the average consumer about dietary needs, specific nutrients and the effect on the body
    • Has few health problems overall; likely to focus on cosmetic or general benefits like increased energy as opposed to specifics
    • May have tried multiple brands of OTC fish oil/Omega-3 supplements
    My naturopath suggested to increase weight loss you have too increase your metabolism . to do that he suggests to eat small snacks during the day and not to avoid the good fats like the omega 3,6 and to use things like flax oil or flax seeds ground up on salads or in soups and salmon is a good source of the good fats. Karen, middle age female Current weight 200; goal 135
  • Use Case: Reputation Management
    • Purpose: To enable brands to quickly identify and address potential reputation challenges
    • Approach:
      • Utilization of eResponder platform to capture “hot” relevant conversation near real-time
      • Configuration of rules-based engagement platform for potential engagement
      • Engagement database to profile key venues and trending
  • Use Case: Inform Media Planning A A C A A C C B C B B A A C C B A C B A A A C B A C C A A A A A A B A A A A A C Conversation Top Domains March 2009
    • Main Findings:
    • Given the highly technical and specific nature of broadband technology conversation, forums are the most common venues, since they allow participants to find others that share their interests and ask/answer questions
    • Search-friendly blogs are common venues of conversation for consumer-friendly topics, such as hi-def TV
    • Given that broadband technology availability is highly linked to geographical location and service provider offerings, top venues of conversation are commonly geographically/service provider specific
    Brand Discussion Mobile Broadband Fixed Broadband Hi-Def TV through Broadband Domain Rank Domain Rank Domain Rank Domain Rank A B A A A A A A C A C A A C B B A C A A C B C C A C A B C A A C B A A B A A C Domain Influence Scores - Ranks: A Venue falls in the top 1% of highest trafficked, most influential sites B Venue falls in the top 10% of high trafficked sites C Venue falls in the bottom 90% of trafficked sites Blog Forum Micro-blogging platform Wiki News Aggregator Common top domains
  • Use Case: Creative and Insights
    • Captures the “real” language utilizes by consumers within conversations about specific products and services
    • Also captures where the conversation is happening for better/more efficient media targeting
    • Specific insights can be important for R&D/product development
  • Use Case: Search Engine Reputation Management
  • Inform Search
    • What is the sentiment and makeup of top search results?
    • Where are the social media engagement opportunities to maximize Search Engine Results Page visibility?
  • Identify Opportunities to Inform a Social Media Strategy
    • Conversation Topics/Solutions Matrix
    Health risks Price/cost Availability Effectiveness Pre-Treatment Procedure Environmental Impact Home/Family Impact ReEvaluation Value Insurance Opportunity for content creation
  • Trending
    • Changes in Conversation
      • Increases in sentiment, volume, “share of conversation,” etc.
    • Cost per action
      • Sign up, view video, application usage, sales, etc.
    • Downstream behavior
    • Correlative impact for eventual econometric modeling
  • Where this Goes Next? Predictive Modeling
    • Overlay all relevant data sets for correlative analysis and, eventually, to enable predictive modeling
    Conversation Mining Traffic Conversion/Analytics Sales Brand Tracking
  • Graco: Listen, Plan, Engage
    • We Listened first
    • Conversation Mining report to set benchmark & inform strategy
    • Assessed social media traffic
    • Continually listening with Conversation Miner
    • Planning & training process lasted several months
  • Graco: Listen, Plan, Engage
    • Our Goal: Relationships
    • Graco doesn’t just blog, it enhances the community
    • Read & comment at others, link to their blogs, meet them in person
    • Host Graco Get-Together events around the country
  • Graco: Joining the Community
  • Graco: Ongoing Relationships She IS Graco , that Lindsay.  And Master Recon Specialist.  The girl misses nothing. -- Mommy Needs a Cocktail Another company getting it right- Graco . I’ve chatting with Lindsay on Twitter, watched as they crafted a MOMblog that actually is written by Moms about things Moms write about. It’s not just product discussion. I’m thrilled to say the Graco blog, it’s bloggers, and the other people involved in the effort are part of our community. That’s right, they did it-we gave them the secret handshake and everything. Why? They’ve engaged bloggers in conversations, events, and they kept it REAL. -- Queen of Spain
  • Graco Case Study: Parenting 1 st , Products 2 nd As a (relatively) new parent, the Graco brand certainly has made a footprint in our household. Through a new Twitter friend, I found out about the new(ish) Graco blog . As a corporate blog, this is one of the best I’ve seen yet. That’s pretty impressive considering the role the Graco Legal Department probably played in this launch, and ongoing maintenance! Here’s a few reasons why Graco is rocking this blog… -- Community Guy, Jake McKee
  • Results
    • Volume of the online conversation for the Graco Brand nearly doubled, while positive sentiment increases from 68% 2007 to 83% in 2008
    • GracoBaby blog featured on Today Show and as a case study at BlogHer Business conference
    • In just 6 months, blog is ranked as the 59th top parenting blog in the hundreds strong Parent Power Index
    • Positive reviews from industry commentators and parenting bloggers alike including the 5th highest ever score in Mack Collier's series of Corporate Blog Reviews
    • Named to Mashable’s “Smartest Big Brands in Social Media.”
  • What is Myth vs. Reality re: Social Media?
    • Listening is a luxury
    • Social Media is for consumer goods companies only
    • Social media is just another channel
    • Social media is easy
    • Social media belongs to a particular marketing discipline
    • Listening and acting on what you hear should be integrated across the enterprise, including R&D, product development, communications/marketing and customer service
    • Some of the greatest beneficiaries and innovators in social media are other types of companies
    • Social Media is a primary driver of organizational transformation that transcends marketing-communication
    • Culturally it can be very difficult
    • Social media transcends marketing disciplines – and most brands are not organized effectively to act
  • Thank You [email_address] 212 213-4297 ext 301