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Transcript

  • 1. A Mobile business case
  • 2. Agenda
    • Why care about Word of Mouth & Social Media
    • Word of Mouth in the mobile industry
    • Findings of a European business case
  • 3. Review sites, forums, blogs In other words… Social Media
  • 4. Agenda
    • Why care about Word of Mouth & Social Media
    • Word of Mouth in the mobile industry
    • Findings of a European business case
  • 5. Who?
  • 6. What? What?
  • 7. How?
  • 8. 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
  • 9. Agenda
    • Why care about Word of Mouth & Social Media
    • Word of Mouth in the mobile industry
    • Findings of a European business case
  • 10.
    • 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
  • 11. Mobile buzz….
  • 12. Monitoring Social Media The buzz in perspective
  • 13. Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Monitoring Social Media Sentiment insights
  • 14. Monitoring Social Media Brand profiles
  • 15. Buzz & Sales the connection
  • 16.
    • 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
  • 17.
    • Thank you!