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Business intelligence from social media - Replise social intelligence product portfolio

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Replise was started in 2008, just a year after Twitter was launched …

Replise was started in 2008, just a year after Twitter was launched

We process over 12 million social media messages every day

Daily, we monitor more than 800 million Tweets
We speak English, French, German, Dutch, Spanish, Japanese, Chinese, Russian, Slovak, Czech, Romanian, Italian, Turkish, Arabic and many more.

At Replise, we believe in social media. We draw business insights from social media using proven market research methodologies. We help our customers get the cutting edge intelligence they need to create their strategies and define their tactics.
 
Replise was started in 2008, just a year after Twitter was launched, by a bunch of serial entrepreneurs who believed they could bridge the gap between technology and business. We focus on what we are best at: analysing social media and giving insights; so our customers can focus on what they are best at: their core business. The expertise of our research team, the flexibility of our social analytics platform and the breadth and depth of our data empower our customers.
 
They can develop better products because we help them understand the needs and wants of their target audiences. They can keep ahead of their competitors and keep up with their industry’s cutting edge because we help them see what’s in the big picture and what is not. This is why we work with brands like Nike, Samsung and Nestle, and many communication agencies across Europe.

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  • 1. SOCIAL MEDIA RESEARCH & INTELLIGENCE
  • 2. AT A GLANCE Replise was started in 2008, just a year after Twitter was launched We process over 12 million social media messages every day Daily, we monitor more than 800 million Tweets We speak English, French, German, Dutch, Spanish, Japanese, Chinese, Russian, Slovak, Czech, Romanian, Italian, Turkish, Arabic and many more.
  • 3. 3 SOCIAL MEDIA ANALYSIS • • • • • Validity due to unperturbed data collection Massive volume of consumer voices No incentive, just the drive for expression Anonymity is both empowering and limiting Honest, no peer or social expectations Improve your research and marketing
  • 4. 4 Who? • • Who are the social media users speaking? Who are the influencers, protagonists, antagonists and stakeholders in the discourse? What? • • • What are the topics and contexts discussions are about? What are the structuring topic groups and their subtopics and content? What is the consumers’ sentiment? When? • • When do users discuss an issue? What frequency is a topic being discussed at? Where? • • What are the social media venues where certain discussions are lead? What are the characteristics of key platforms or specific channels? Why? QUESTIONS • • Why do users engage in specific conversations? What is their motivation or objective to achieve via the discussion and how do they do it?
  • 5. 5 Representativeness Survey Research • Representatively measures points of abstract understanding Social Media Research • Intelligence drawn from the universe of user generated and socially mediated discourse Focus group discussions Depth PRODUCT STRUCTURE • Anchored in the condensed production of everyday practice and perceptions Social Listening
  • 6. 6 Explore SOCIAL SCAN Understand MIND RADAR Target Measure Inspire CONTENT FINDER PERFORMANCE MONITOR INSPIRATION HIGHWAY Usage and Attitudes Tracking Product development Paint a comprehesive picture of the brand’s social media space Expose and explore the topics driving users’ conversations Identify what content moves your target audience Evaluate the impact of compaigns by buzz and engagement metrics Inspires new product development, ideal for creative workshops Analysis of buzz around a brand, its competitors and the users’ category conversations Understanding the inter dynamics of discourse nodes and ranking thereof Pinpoint issues, themes and engagment patterns of the selected segment Measure the impact of owned and earned social media channels in the discourse Harvest new ideas, and alternative uses from social conversations Serves as the starting point to a social media strategy Adds value to the strategy creation process and communication Provides the local content required to drive impact in social media presence Quantifies the impact of social media activity in terms of content and volume Search for white spaces and analysis of adjcent conversations for innovation PRODUCT STRUCTURE Standalone Research Products
  • 7. 7 SOCIAL SCAN Mind radar Content Finder Scan, gauge and evaluate the potential Performance Monitor Inspiration Highway
  • 8. 8 Qualitative Quantitative ”Scan, evaluate and gauge the potential of social media discourse” Addressed questions • What does the discussion around your brand look like? What the volume and structure, what is driving the spikes? What is the context and sentiment your brand discussed with? • How do your top five competitors compare? What is their respective share of buzz? • What is the size and distribution of the category discussion? To what extent are brands playing a role in consumer discussions? Best use SOCIAL SCAN • Need an overview of social media exposure? Social Scan is the starting point of a social media program • For agencies in need of support for a client communication pitch • Provide baseline social media figures to initiate on-going tracking Benefits
  • 9. 9 Qualitative Quantitative ”Comprehensive social media metrics for your brands, competitors and consumers” What it contains • • • • Comprehensive social media metrics: volume, buzz, trend, channel distribution and spike analysis. Brand context and sentiment analysis. Competitor comparison via share of buzz and channel distribution. Consumer conversation analysis via semantic grid to measure volume, distribution and brand penetration. Based on one year worth of data. YTD from day of ordering. Timing and pricing • • SOCIAL SCAN Social Scan project usually is delivered within 3 working days Pricing starts at 2000 EUR Methodology
  • 10. 10 Qualitative Quantitative ”Easy to use analysis of key social media metrics to situate the brand” Creative agency pitch support Background Creative agency wanted to pitch social media marketing services to a forest destroying machinery producer in Russia. Objective Create easily use analysis of the key social media metrics to situate the brand related conversations and overall presence in the discourse. Result Agency was able to demonstrate the need for the client to actively build a social media presence and utilize the discussions to foster deeper understanding of its users’ needs. SOCIAL SCAN Case study
  • 11. 11 Qualitative Quantitative ”If only we had known…” Industrial B2B client Background Prior a decision to engage in social media, an international leading manufacturer of heat pumps and air conditioning systems wanted to explore the relevance of social media for it’s marketing and sales objectives. Objective Follow conversation of a little discussed, but complex b2b product; looking at the brand, competitors and players in the distribution chain. Result Client was able to determine the most beneficial role social media can play in its market engagement approach. Social media monitoring was implemented to track customer and distributor feedback as well as observe competitor activity. SOCIAL SCAN Case study
  • 12. 12 Social Scan MIND RADAR Content Finder Mapping the conversation landscape Performance Monitor Inspiration Highway
  • 13. 13 Qualitative Quantitative ”Mapping and understanding the conversation landscape” Addressed questions • What do people say about sociatal themes or a product category? • What are the issues, the range of opinions and how are these topics clustered in social media. • Which of the topic groups are the important talk drivers of the social media conversation? Best use • Insight for strategy: situating the brand essence in the actual consumer discourse. • Support for communication design: leveraging the conversation nodes to boost own message. • Augment traditional research methods: fill the blank space left between focus groups and survey research. MIND RADAR Benefits
  • 14. 14 Qualitative Quantitative ”Taking a deep dive into consumers’ self-expression” What it contains • • • • Naïve reading of consumer/category level discussions Identification of topic groups, analysis of their emotional charge, rational context and affiliated moment of consumption or communication Collage of topic group opinion and issue composition, exposing the inner dynamics and contradictions Ranking of topic group based on the coding of a statistically valid sample Timing and pricing • • MIND RADAR Mind Radar project usually is delivered within 6 working days Pricing starts at 3500 EUR Methodology
  • 15. 15 Qualitative Quantitative ”Understand the discourse nodes of the social media landscape” Chocolate Market Background Domestic chocolate manufacturer would like to reposition its flagship brand. A wave of qualitative research was conducted and used to rework the brand essence. The client wanted to know, if the envisaged position is relevant to chocolate consumers. Objective Map discourse landscape, identify topic groups, understand their inner opinion spectrum composition and rank them according to volume of discussion. Result Social listening mirrored findings of qualitative phase, but was able to add more facets to the discussion. Client validated previous findings via social and re-used research output to brief communication agency. MIND RADAR Case study
  • 16. 16 Qualitative Quantitative ”Mapping the landscape: discover what people mean by what they say” The Rich Background Local edition of Forbes 100 richest people would like to include a perception analysis of the rich in it’s publication. Objective Understand what people think about the rich. What is their overall opinion and what aspects of affluence do they discuss? What are the associated accessories, behaviors, and imagined origins of wealth? Result Mapping and in-depth analysis of social media voices resulting in a multi-page special report MIND RADAR Case study
  • 17. 17 Social Scan Mind radar CONTENT FINDER Relevant brand communication Performance Monitor Inspiration Highway
  • 18. 18 Qualitative Quantitative ”Identify what content is relevant for your brand communication with your target groups” Addressed questions • Who are the user and their roles speaking on the topic? • What are the topics and issues that are at the core of users’ discussions and could be brand relevant? What are the differences per demographics and target group segmentation? • When and where are discussions conducted? • How are competitors engaging with the community? Best use • Rolling out social media presence in multiple markets • Brand has a social media strategy and is in need of locally relevant content CONTENT FINDER Benefits
  • 19. 19 Qualitative Quantitative ”Mission-critical insights that draw on in-depth qualitative and quantitative research” What it contains • • • • • • Traffic (brand, competitor and consumer space) Consumer space analysis User segmentation and demographics (if topic allows) Topic group analysis and sizing Identification of influencers and ambassadors Brand assets (own and competitors’) Timing and pricing • • CONTENT FINDER Content Finder project usually is delivered within 8 working days Pricing starts at 4000 EUR Methodology
  • 20. 20 Qualitative Quantitative ”Know the movers and the shakers, the doers and the thinkers” Sports Apparel Background Agency worked with top 3 global sports apparel manufacturer to identify consumer behaviours, talk-drivers and influential social figures to launch campaign Objective Consumer behaviour is closely mapped in social media. People talk a lot about running and their discourse clearly signifies disparate patterns of behaviours and preferences Result Communication agency successfully launched social engagement campaign and engaged influencers to act as brand advocate in the social space CONTENT FINDER Case study
  • 21. 21 Qualitative Quantitative ”Reverse engineer the situations when your product is consumed” Home improvement Background International domestic paint manufacturer planned to launch its Facebook page and looked to existing content for inspiration. Objective Define digital marketing and content strategy based on existing consumer needs and behaviours to increase brand awareness, educate the market and position the brand as the goto-expert in its field. Result The company launched a successful fan page that offers helpful advice for everyday situations when decoration and painting is a must. CONTENT FINDER Case study
  • 22. 22 Social Scan Mind radar Measuring success PERFORMANCE MONITOR Content Finder Inspiration Highway
  • 23. 23 Qualitative Quantitative ”Buzz, buzz, buzz… I wonder. Does it engage?” Addressed questions • How has your brand communication activity performed in terms of share of buzz, engagement, tonality and contextual relevance versus your competitors in owned and earned social media assets. • What works, what does not – what is the social media impact of your activity? Best use • Independently evaluate the impact of your marketing campaigns is the social media space. • Understand which elements, messages have gained most traction or where there is room for improvement. • When using or creating benchmarks to measure ROI. • How do the brand perform in social media? • Benchmarking performance PERFORMANCE MONITOR Benefits
  • 24. 24 Qualitative Quantitative ”Volume trends and share of buzz often explain the unknown elements in revenue stats” How it works • • • • • Traffic (brand and competitors) Campaign performance metrics Brand and competitor topic exposure analysis Brand asset and engagement analysis Custom KPI measurements Timing and pricing • • PERFORMANCE MONITOR Performance Monitor project usually is delivered within 8 working days Pricing starts at 4000 EUR Methodology
  • 25. 25 Qualitative Quantitative ”User interactions, attitudes, emotions, drivers and inhibitors priceless” Rebranding: new slogan Background Independently evaluate the impact of their marketing campaigns is the social media space and understand which elements, messages have gained most traction or where there is room for improvement. They also looked to benchmark performance Objective Car manufacturer wanted to evaluate the traction of a branding campaign introducing a new Brand slogan by actively engaging in with consumers via a campaign microsite, Facebook, twitter. PERFORMANCE MONITOR Result User reactions were measured and segmented by their attitude towards the campaign, reaching from affirmation to skepticism and rejection. The reasons and motivations behind the reactions were analyzed to inform further development of the campaign. Case study
  • 26. 26 Social Scan Mind radar Content Finder Strategic decisions: better informed INSPIRATION HIGHWAY Performance Monitor
  • 27. 27 Qualitative Quantitative ”Identify new trends, white spaces and communication opportunities on the market… before your competitors” Addressed questions • What are unorthodox uses of your product? Are consumers perceiving in fringe or alternative ways that could inform your innovation life cycle? • Are there white spaces in adjacent categories that could provide room to expand your brand? Best use • New product development • Relaunch or rejuvenation of your brand • Global communications strategy INSPIRATION HIGHWAY Benefits
  • 28. 28 Qualitative Quantitative ”Knowing the unknown is what makes this cutting edge” How it works • • Building on an in-depth Mind Radar study, the research ventures into exploration of minority and unique voices Exploring white spaces that are adjacent to the category discussion, measuring the current interpenetration and providing a qualitative understanding of the bridge at the given time Timing and pricing • • INSPIRATION HIGHWAY Inspiration Highway project usually is delivered within 15 working days Pricing starts at 10,000 EUR Methodology
  • 29. 29 Qualitative Quantitative ”Million dollar insights that are far from trivial” Market white spaces Background Chocolate manufacturer would like to increase volume and connect product with new lifestyle areas. Objective Understand the areas chocolate could become a more important part of. Indicate areas where very limited number of early adopters have made in roads, but are largely ignored by mainstream Result Social media scanning allowed us to demonstrate and measure the current availability of white spaces, where the category could expand to INSPIRATION HIGHWAY Case study
  • 30. 30 Explore Understand Target Measure Inspire INSPIRATION HIGHWAY SOCIAL SCAN MIND RADAR CONTENT FINDER PERFORMANCE MONITOR Seasonality Traffic Brand analysis Campaign performance Engagement Influencers Consumer space analysis Polarity Demographics Brand Touchpoints Ambassadors Talk drivers SEO/SEM Keyword Check Path to purchase Best practice insights Brand Value Narrative Brand asset Competitor analysis White Space Scanning User segmentation PRODUCT STRUCTURE Optional add-ons
  • 31. 31 ”And you haven’t seen the full depth these analyses can go into” Ask for more We can provide you with even deeper analysis and more insight. Talk to our head of research for details: intelligence@replise.com ADDITIONAL MODULES More information
  • 32. About Replise At Replise, we believe in social media. We draw business insights from social media using proven market research methodologies. We help our customers get the cutting edge intelligence they need to create their strategies and define their tactics. Replise was started in 2008, just a year after Twitter was launched, by a bunch of serial entrepreneurs who believed they could bridge the gap between technology and business. We focus on what we are best at: analysing social media and giving insights; so our customers can focus on what they are best at: their core business. The expertise of our research team, the flexibility of our social analytics platform and the breadth and depth of our data empower our customers. They can develop better products because we help them understand the needs and wants of their target audiences. They can keep ahead of their competitors and keep up with their industry’s cutting edge because we help them see what’s in the big picture and what is not. This is why we work with brands like Nike, Samsung and Nestle, and many communication agencies across Europe. SOCIAL MEDIA RESEARCH