A Mobile business case

Agenda Why care about Word of Mouth & Social Media Word of Mouth in the mobile industry Findings of a European business case

Why care about Word of Mouth & Social Media

Word of Mouth in the mobile industry

Findings of a European business case

Review sites, forums, blogs In other words… Social Media

Agenda Why care about Word of Mouth & Social Media Word of Mouth in the mobile industry Findings of a European business case

Why care about Word of Mouth & Social Media

Word of Mouth in the mobile industry

Findings of a European business case

Who?

What? What?

How?

How: Tight communities around mobile topics Relationship Map of a Sample Tight Knit Community’s Top Posters Source: The Talk about phones, CIC white paper

Agenda Why care about Word of Mouth & Social Media Word of Mouth in the mobile industry Findings of a European business case

Why care about Word of Mouth & Social Media

Word of Mouth in the mobile industry

Findings of a European business case

Where:The Netherlands When: 6 months (2007) What: Dutch buzz Analyse top 4 mobile phone brands buzz to understand: Most discussed issues & features of mobile phones Competitive information Relative brand positioning Topics and brands Clarify buzz & sales connection How: Sentiment around brands Client case: objectives

Where:The Netherlands

When: 6 months (2007)

What:

Dutch buzz

Analyse top 4 mobile phone brands buzz to understand:

Most discussed issues & features of mobile phones

Competitive information

Relative brand positioning

Topics and brands

Clarify buzz & sales connection

How:

Sentiment around brands

Mobile buzz….

Monitoring Social Media The buzz in perspective

Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Monitoring Social Media Sentiment insights

Monitoring Social Media Brand profiles

Buzz & Sales the connection

People TRUST the online opinions of other people Companies can listen and monitor what is being said Brands are shaping their communications strategies on the basis of Word of Mouth WOM also impacts other areas: customer care, web content management, crisis management,.. Do not assume they do not talk about your brands, products or markets - check Often sales are connected to buzz & can even be predicted Monitoring Social Media Conclusions

People TRUST the online opinions of other people

Companies can listen and monitor what is being said

Brands are shaping their communications strategies on the basis of Word of Mouth

WOM also impacts other areas: customer care, web content management, crisis management,..

Do not assume they do not talk about your brands, products or markets - check

Often sales are connected to buzz & can even be predicted

Thank you!

Thank you!