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Social media listening - How social media can inform and enrich our market intelligence
 

Social media listening - How social media can inform and enrich our market intelligence

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  • It’s all linked together:Paid Media drives traffic to the Destination Paid media can also create Conversation (which then drives traffic to the Destination)The Destination can create Conversation that then drives more traffic back to the Conversation and so on Conversation can also fuel Paid media – eg Conversation drives natural search results which then help PPC click through Conversation can also provide insight for Paid media / Destination design – showing what consumers think and talk about, how they receive ad messages, etc
  • Social is used to understand what is coming next. Every interaction with your brand is now a media opportunity. People commenting on your brand, that’s media. Mediaplannersdont consider that enough. Its not the mediaplanners role to manage all that but its medias role to influence that.
  • The video, set to R&B star Chris Brown's hypnotic dance jam "Forever," became an overnight sensation, accumulating more than 10 million views on YouTube in less than one week.
  • Value of responding
  • Taking it further
  • How to give prominence of an object in your news feed. If u have 100 friends and you're fan of a 100 brands its info overload so FB filters things up correlated to action. Understanding the relationship b/w people and brands the algorithm understands how to push up. + there’s weights in various actions: creating content (updating profile..) Vs comment Vs tagged a photo Vs liking..
  • Coca-Cola are shifting their marketing strategy from looking at impressions – how many people they could reach to expressions, how many people they did reach, based on looking at conversations and actions that activity generated. How often people are interacting w/ your brand/engaging...
  • Thinkinh about all opportunities to share. Looking at the audience, responding, creating content and optimising content making sharing easy.
  • Kraft created competition online for Philadelphia cream cheese partnering w/ American Chef Paula Deen.... Every week women where asked to submit their recipe including the cheese...creating a 220 000 strong community...What and listen to the Human insights..A talent search and online cooking competition which followed a different theme each week (e.g. side dishes or appetisers) Women submitted recipes which used the cream cheese for inclusion in a cookbook and to be brand ambassadorsAll-American chef Paula Deen teamed up with Kraft to deliver video tips on a weekly basis Kraft selected four overall winners in a ceremony that was broadcast to the 220,000 strong communityHUMAN INSIGHTS!!!
  • (PKR)Results / Paula Deen's intro video viewed over 10 million timesSite received over 690,000 unique visitorsOver 5,000 videos uploaded by the communityOver 32,000 have registered on the site and the community has received over 62,000 commentsSales of Philadelphia up 8%

Social media listening - How social media can inform and enrich our market intelligence Social media listening - How social media can inform and enrich our market intelligence Presentation Transcript

  • Interact BarcelonaFrederic JosephChief Digital Officer WW
    8th June 2011
  • Agenda
    Paid Owned Earned
    How to make sense of all the noise
    Opportunities
    Paradigm shift
  • Digital life cycle
    Social
    Tracking
    Search
    +?
    +
    +
    1995/2000
    2000/2005
    2005/2011
  • ‘Owned’
    ‘Earned’
    ‘Paid’
    Microsite
    Paid jumpstarts owned, Owned sustains earned, Earned drives cost down and effectiveness up
  • How to make sense of all the noise?
  • Search Engines are a ‘Database Of Intentions’
    “This information represents, in aggregate form, a place holder for the intentions of humankind - a massive database of desires, needs, wants, and likes”
  • Listening to the conversation
    ‘designed cleverly enough, market research surveys will answer any question you can think up. But they can’t tell you what you never thought to ask. And what you never thought to ask might be the most important question for your business.’
    Groundswell, Charlene Li and Josh Bernoff
  • Some watch outs for listening interpretation
    ‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
    Google reports that 20% of searches in a particular month have never been searched before.’
    Converseon, Listening 2.0 white paper
  • Some watch outs for listening interpretation
    ‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
    Google reports that 20% of searches in a particular month have never been searched before.’
    Converseon, Listening 2.0 white paper
    “Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
  • Some watch outs for listening interpretation
    ‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
    Google reports that 20% of searches in a particular month have never been searched before.’
    Converseon, Listening 2.0 white paper
    “Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
    “Great stereo, terrible engine”
    Is this:
    Negative sentiment?
    Positive sentiment?
    Neutral sentiment?
    Mixed sentiment?
    1 piece of positive sentiment, 1 piece of negative sentiment?
  • Some watch outs for listening interpretation
    ‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
    Google reports that 20% of searches in a particular month have never been searched before.’
    Converseon, Listening 2.0 white paper
    “Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
    “Great stereo, terrible engine”
    Is this:
    Negative sentiment?
    Positive sentiment?
    Neutral sentiment?
    Mixed sentiment?
    1 piece of positive sentiment, 1 piece of negative sentiment?
  • But, when you do it right....
    Opportunities!
    Strategic insight
    Product
    development
    Customer service
    / advocacy
    Measurement
  • But, when you do it right....
    Strategic insight
    Product
    development
    Customer service
    / advocacy
    Measurement
  • Tie in with trends – JK Wedding & T-Mobile
    http://youtu.be/Kav0FEhtLug
    JK Wedding 2009 (65m views) vs T-Mobile 2011 (20m+ views)
  • JK Wedding /T-Mobile video
  • Tie in with conversations – Ashley Kerekes on Twitter
  • Strategic insight
    Product
    development
    Customer service
    / advocacy
    Measurement
  • Tune into social networks to fuel product evolution
  • Strategic insight
    Product
    development
    Customer service
    / advocacy
    Measurement
  • Listening and Responding drives Net Promoter score
    Source: RightNow Retail Consumer Report
  • First Direct use the conversation as a sales tool
    http://www.live.firstdirect.com/
  • Strategic insight
    Product
    development
    Customer service
    / advocacy
    Measurement
  • It’s not just about numbers...Its about engagement levels
  • Paradigm shift
    Not anymore about
    Opportunity to See
    Its now about
    Opportunity to Share
  • Kraft / Real Women of Philadelphia
  • Kraft / Real Women of Philadelphia
  • Thank You!