• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
September 2011 Webinar: Beyond Fan Pages
 

September 2011 Webinar: Beyond Fan Pages

on

  • 996 views

 

Statistics

Views

Total Views
996
Views on SlideShare
994
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 2

http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    September 2011 Webinar: Beyond Fan Pages September 2011 Webinar: Beyond Fan Pages Presentation Transcript

    • Beyond fan pages: How social media can be used todrive consumer insights for your whole businessMichael Mayers, Vice President, Business Development12pm CST, Wednesday September 28th 2011#rnwebinars
    • Today’s agenda What is social media research, where is it right now, and what are the implications for my business? How can social media research be applied and drive value for my clients? What should we be thinking about when it comes to using this in my business?2 #rnwebinars
    • Social media monitoring began with corporates and the goal of engagement 38% of bloggers post 1 million 500,000 brand or product reviews new members join LinkedIn videos are uploaded onto each month YouTube each day Twitter was averaging 27 million 78% Flickr hosts more than of 18-21 year tweets per day at the end of olds trust the opinions of others about products / 4 billion last year services rather than traditional images advertising Purpose built Facebook pages At the current rate Twitter will have created more than 70% of bloggers are process more than 5.3 billion organically talking about brands on their blog 10 billion fans tweets this year Sources: (1) Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-3 media-statistics-revisited (Jan. 29, 2010). (2) Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April. (3) Wikipedia
    • Engagement tools become increasingly adopted… • Customer education • Product launch marcoms Engagement • Customer service workflow • Drive brand loyalty • Ad effectiveness & campaign evaluation • Media, digital strategy planning and modeling • New Product Development Insights & • Category level insights – U&A Planning • Brand monitoring & competitive profiling • Social/behavioral research • Crisis management …and now Insight & Planning tools come of age4 #rnwebinars
    • Adoption amongst researchers is accelerating into the early majority 18% of researchers are currently using social media for the purposes of generating consumer insights* • Innovate by augmenting traditional methods • Accelerating insights and strengthens client relationships • Full service providers offer hassle-free integration • Relatively low total cost of ownership • Drives competitive advantage5 *Source: e-Rewards, Inc. client survey, August 2011
    • Today’s agenda What is social media research, where is it right now, and what are the implications for my business? How can social media research be applied and drive value for my clients? What should we be thinking about when it comes to using this in my business?6 #rnwebinars
    • Where should we land…?7 #rnwebinars
    • An assessment of the flyer experience Parking Competence Accessibility CrowdingEating Punctuality8 #rnwebinars
    • An assessment of the flyer experience vs peers Competence 3.7 More positive 3.5 3.3 Punctuality 3.1 Accessibility 2.9 2.7 2.5 Eating Crowding Parking Gatwick Airport Travel Airports9 Data collected by Conversition for period 1st February – 1st August 2011
    • Gatwick is the airport…but we recommend getting there by car Travelers heading to Gatwick Airport by train faced long delays after a burst water main caused a landslide dumping tons of sand onto the tracks... Trains to Gatwick airport delayed: After leaves and snow on the line, now its SAND... Gatwick Airport travel chaos as rail line floods after burst water RE: Gatwick Express Trains main... (&London/Brighton) are cancelled [1 Aug reduced service 2 Aug]...10 Verbatims collected by Conversition for period 1st February – 1st August 2011
    • A look at Bank of America Overall Sentiment 3.4 3.35 3.3More positive 3.25 3.2 3.15 3.1 3.05 3 2.95 Note: Non zero scale 2.9 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Bank of America Financial Services Retailers11 Data collected by Conversition for period January 1st – August 31st 2011
    • A deeper dive reveals some driving issues Bank of America: Most Negative Themes 14000 60% 12000 52% 50% 10000 Negative Sentiment (%) Sample Size (Volume) 40% 41% 8000 35% 34% 34% 30% 6000 28% 28% 27% 20% 4000 10% 2000 0 0% Error Honesty Waiting Intelligence Mortgages Punctuality Fee - Aggregate Bank Loan % Negative Sample Size12 Data collected by Conversition for period January 1st – August 31st 2011
    • August 8th – 14th: A notable drop in sentiment State Files Suit Against Bank of America Unit in Foreclosure Mess AIG sues Bank of America for $10B over mortgages GUESS WHAT!!! BANK OF AMERICA Countrywide folded into TRIED TO FORCLOSE ON A FAMILY THAT HAD PAID CASH FOR THEIR MORTGAGE. Bank of America is the albatross that wont go away for BAC They’re knee deep in the prime mortgage scandals13 Data collected by Conversition for period 8th – 14th August 2011
    • Source analysis reveals planning priorities Source Analysis for Bank of America 100% 90% 21% 19% 26% 28% 30% 80% Positive 70% Neutral 60% Negative 50% 45% 54% 57% 48% 51% 40% 30% 20% 10% 27% 25% 24% 23% 23% 0% facebook.com wordpress.com twitter.com blogspot.com reuters.com14 Data collected by Conversition for period 1st January – 31st August 2011
    • Today’s agenda What is social media research, where is it right now, and what are the implications for my business? How can social media research be applied and drive value for my clients? What should we be thinking about when it comes to using this in my business?15 #rnwebinars
    • #1: Collect relevant data…because customers aren’t as careful with your or your client’s brand as you are16 #rnwebinars
    • #2: Exclude the wrong data...because a key word search is not a brand search17 #rnwebinars
    • #3: Someone must sense-check the data in context… because customers shooting each other is a bad thing (unless the subject is online gaming)18 #rnwebinars
    • #4: Weight the data properly… because the Twitter Firehose sounds cool, but not if you are trying to get a balanced view from consumers19 #rnwebinars
    • #5: Sit on the right side of the privacy debate… because guidance may turn into legislation20 #rnwebinars
    • About Conversition • Founded: 2009 • Offices: New York, Toronto • Corporate parent: Part of the e-Rewards, Inc. group and a partner company to Research Now • Focus: The needs of the agency or corporate market researcher • Corporate mission: To provide clients with trustworthy social media research data from which you can draw rich insights and drive competitive advantage for their business Email us at: Hello@Conversition.com21 #rnwebinars
    • Thank you for your time Q&A22 #rnwebinars