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Screening the web2.0
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Screening the web2.0

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How to know WHO talks HOW, THERE and WHAT about your brand or products in the WEB 2.0? …

How to know WHO talks HOW, THERE and WHAT about your brand or products in the WEB 2.0?
I-D Media shows, how marketeers can get and capitalize this information

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  • 1. All information here contained is deemed as confidential information. All concepts, marketing proposals, branding strategies, designs, recorded within this document are the sole property, both intellectual and verbal, of I-D Media Limited. Any copying of this information is strictly prohibited unless agreed in writing and signed by a representative of I-D Media Limited. All information here contained is deemed as confidential information. All concepts, marketing proposals, branding strategies, designs, recorded within this document are the sole property, both intellectual and verbal, of I-D Media AG. Any copying of this information is strictly prohibited unless agreed in writing and signed by a representative of I-D Media AG. I-D MEDIA AG 2009 WEB SCREENING /
  • 2. / WEB SCREENING
  • 3.
    • "It's important for brands to be part of the online dialog rather
    • than trying to ignore it or shield themselves from it.“
    • Chris Charron , Forrester Research
    • „ Anyone who thought YouTube´s audience did not overlap with
    • NBC´s target demographic should probably think again.“
    • Nielsen , NetRatings
    WHAT’S GOING ON OUT THERE? VIRAL SPREADING AUTHENTIC EXPERIENCE INFLUENCERS TRENDS ISSUES
  • 4. THIS BLOG TALKS BAD ABOUT YOUR PRODUCT (25.700 READERS) Vivid discussion about useful future features of products like yours Complains about malfunction of competitors premium services Your biggest supporter
  • 5. / WE SCREEN THE WEB 2.0 FOR YOU
      • Range: The entire internet can be monitored and scanned: global – Surface Web – Deep Web – all media (blogs, forums, opinion portals, podcasts, …
      • Fast & early: the internet provides an information advantage of several months in comparison to classic media. This advantage can be capitalized upon in the form of innovations and product launches.
      • Authentic: Unbiased customer opinions and moods. No interview influences as with the classic market reserach methods.
      • Multilingual: 48 languages could be analyzed
      • Real time: Automated identification, extraction, enrichment and analysis of all media without delay and mediabreak.
  • 6. CUSTOMER KNOW-HOW OPINION LEADER TREND ANALYSIS CUSTOMER NEEDS TO YOUR QUESTIONS ABOUT YOUR CUSTOMERS What is your customer talking about online? What does your customer think about your products and services? What is his reasoning? What is he looking for? What customer trends can be observed online? How does he perceive and evaluate products, brands and companies? What are opinion leaders – how can they be described? / WE FIND THE ANSWERS
  • 7. BENCHMARK REACH COMPETITOR INTELLIGENCE How are you perceived in comparison to your competitors? How and about what are your competitors communicating online? What impact does this communication have on your organisation? What impact do your competitor‘s online-actions have? What trends are set by the competitor, which trends is he following? How does your organisation differ from the competitor in regard to online-reach, traffic and search terms of the customers? TO YOUR QUESTIONS ABOUT YOUR COMPETITORS / WE FIND THE ANSWERS
  • 8. What potential for improvement do your products and processes have? OPTIMISATION How do your products and processes measure up to Benchmark? How do you react quicker to customer needs and feedback? What criticism and trends can be derived from online sources and the web 2.0 communication which can in turn be used for product optimisation and calibration of services? TRENDS How are your campaigns being perceived? CAMPAIGN PERCEPTION TO YOUR QUESTIONS ABOUT YOUR PRODUCTS, SERVICES AND CAMPAIGNS / WE FIND THE ANSWERS BENCHMARK & SPEED
  • 9. PERCEPTION TRENDS ASSOCIATION How is the brand of your organization being perceived online? How does the brand perception of your brand differ from that of the competition‘s? What are the associations connected to your brand, company, communication, claims, advertisement messages, products etc ? How do perception and association change over time? TO YOUR QUESTIONS ABOUT YOUR BRAND / WE FIND THE ANSWERS
  • 10. ISSUES INDICATORS What issues and threats (market, customers, products, competition) are headed your way? How can you detect potential conflicts early and prepare in order to act? TO YOUR QUESTIONS ABOUT YOUR ISSUES / WE FIND THE ANSWERS
  • 11. AND BRAND EVANGELISTS / WE IDENTIFY OPINION LEADERS
    • Identification and qualification of:
      • Brand Advocates – „your Fans“
      • Super Spreaders – „your Multipliers“
      • Opinion Leaders – „your Opinion Maker“
      • Seekers – „your Consumer“
  • 12. AND HOW THEY ARE CONNECTED INFLUENCE OPINIONS AND TOPICS ONLINE / WE IDENTIFY WHICH SOURCES
      • Topic source webs are composed of different knot types (blogs / blog posts and terms)
      • Visualisation of the most important terms in blogs and blog posts
  • 13. / WE SCREEN THE WEB 2.0 FOR YOU
      • Range: The entire internet can be monitored and scanned: global – Surface Web – Deep Web – all media (blogs, forums, opinion portals, podcasts, …
      • Fast & early: the internet provides an information advantage of several months in comparison to classic media. This advantage can be capitalized upon in the form of innovations and product launches.
      • Authentic: Unbiased customer opinions and moods. No interview influences as with the classic market reserach methods.
      • Multilingual: 48 languages could be analyzed
      • Real time: Automated identification, extraction, enrichment and analysis of all media without delay and mediabreak.
  • 14. / TECHNOLOGY AND ANALYTICAL KNOWHOW IS OUR BASIS / STRAIGHT MARKETING ORIENTED REPORTS ARE YOUR OUTPUT Crawling Spider Web 2.0 Warehouse General Corpus Company Corpus Industry Corpus Web 2.0 Warehouse Web 2.0 Warehouse Text Mining Statistics Search Network Analyzer Trends (Semantic Maps) Screen Cockpit Screen Analytics
  • 15. / WHAT YOU’LL GET
      • Clear and focussed analyses No lists for number crunchers and egg heads but marketing oriented explanations and executive summaries of our research results
      • Actionable strategies We identify communication strategies that will respond to our analyses and fit to your brand
      • Unique dashboard It‘s up to you to run your own analyses with our usability friendly web-based dashboard
      • Consulting power We support you with experienced consultancy
  • 16. PRECISE COMMUNICATION RIGHT ARGUMENTS FASTER REACTION BETTER PRODUCTS & SERVICES HIGHER TRUST / YOU CAPITALIZE THIS INFORMATION
      • Campaign Management
      • Brand Management
      • Trend & Issue Management
      • Launch Management
      • Lead Management
      • Innovation Management
  • 17.
      • Higher Efficiency
      • More Relevance
      • Optimized Seeding
    PRECISE COMMUNICATION RIGHT ARGUMENTS FASTER REACTION BETTER PRODUCTS & SERVICES HIGHER TRUST / WE BUILD OUR CAMPAIGNS ON THAT SCREENING INSIGHTS
  • 18.
      • Fast Adoption of Relevant Topics from „Outside“
      • Measure the Brand Community Impact to the Web2.0
      • Comparison of „Inside“ and „Outside“ Communication
    PRECISE COMMUNICATION RIGHT ARGUMENTS FASTER REACTION BETTER PRODUCTS & SERVICES HIGHER TRUST / WE OPTIMIZE BRAND COMMUNITY COMMUNICATION BY SCREENING
  • 19. / SCREEN THE WEB AND YOU KNOW WHAT TO DO
  • 20. / WHO WE ARE
  • 21.
    • for integrated, cross channel communication with 20 years experience in
      • Online
      • Print
      • Event
    • /Berlin /London /Cologne
    / FULL SERVICE ADVERTISING AGENCY BERLIN KÖLN LONDON
  • 22. / PORTFOLIO Viral Marketing Online-Marketing Web 2.0-Screening and -Monitoring Product and Brand Marketing Communities Enterprise 2.0 Intranet Web TV Direct Mailing Sales Marketing Event Marketing Corporate Design Print Direct Marketing High Performance-Platforms
  • 23. I-D MEDIA AG Christoph Hammer Director Business Development Phone +49 (0) 30 – 2 59 47 – 231 [email_address] www.idmedia.com / CONTACT