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Scholz & Friends Topic Tracker: Digital Pearl Fishing

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The Scholz & Friends Strategy Group looks at the question: " How can we use online conversations to aid insight research?"

The Scholz & Friends Strategy Group looks at the question: " How can we use online conversations to aid insight research?"

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    Companies, marketers and advertising agencies are facing a dramatic shift in marketing realitiy - and are increasingly failing to connect with consumers.
    The big challenge in times of exchangeable products, the rise of social media and mature and rather brand sceptic consumers:
    To find new ways how to get people engaged again in products, advertising and in brands.

    Therefore it is key to listen to consumers - and that's where the presentation above starts and shows our tool how to analyse online discussions and discover new insights.

    Enjoy! And we're looking forward to your feedback...

    S&F Strategy Group



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Scholz & Friends Topic Tracker: Digital Pearl Fishing Scholz & Friends Topic Tracker: Digital Pearl Fishing Presentation Transcript

  • Digital Pearl Fishing The Scholz & Friends Strategy Group looks at the question: “How can we use online conversations to aid insight research?” The Scholz & Friends TopicTracker | December 2008 | Page 1
  • As everyone is now aware, the media landscape has undergone fundamental change. “Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Wired Magazine, July 2006 The Scholz & Friends TopicTracker | December 2008 | Page 2
  • Today, anyone can just create, distribute and receive content. The Scholz & Friends TopicTracker | December 2008 | Page 3
  • People are no longer mere passive consumers, they are now active participants. Consumer Participant Person Producer Community Multiplier Source: adapted from David Armano “Micro Interactions + Direct Engagement”, 2008 The Scholz & Friends TopicTracker | December 2008 | Page 4
  • Together, they form a dynamic and networked communication system. Source: adapted from David Armano “Micro Interactions + Direct Engagement”, 2008 The Scholz & Friends TopicTracker | December 2008 | Page 5
  • They choose to congregate around topics that interest them – and to interact with each other. The Scholz & Friends TopicTracker | December 2008 | Page 6
  • People use the internet to chat, discuss, inform and to influence each other. 3/4 of internet users go online to find out more about products and services. 1/3 have rated a product or service online. 15% of all conversations on the internet are about products and services. 8% of German internet users post comments on blogs, be it their own or other people’s. Source: Pew I “How Men and Women use the Internet“, 12/2005 BITKOM press release, 05/2007 The Scholz & Friends TopicTracker | December 2008 | Page 7
  • People trust the opinions of their peers more than they trust advertising or brands. Online product enquiries Reliability of online sources Private internet users Users consider to be credible... Manufacturer‘s information Product ratings in magazines Other Users‘ ratings and comments Price Company Quality Users‘ Discussion comparison websites tests comments forum Source: Allensbach Computer- and Technology-Analysis (ACTA), 2008 The Scholz & Friends TopicTracker | December 2008 | Page 8
  • Buried among these voluntary, unprompted internet conversations and opinions are valuable insights. The Scholz & Friends TopicTracker | December 2008 | Page 9
  • Insights that have become of interest and relevance to major brands. The US two biggest advertisers, Procter & Gamble and Unilver, are planning to shift money from traditional consumer research to analysing social networks, blogs and consumer comments for their marketing. Source: KONTAKTER, September 22nd, 2008, No. 39/2008 „Online communities are a boon to marketers seeking qualitative research data to guide their increasingly customer-focused strategies. They are cost-efficient, accessible and effective forums in which marketers and market researchers can connect with hundreds or thousands of consumers.“ Source: Elisabeth A. Sullivan on www.thinkpassenger.com, October 28th, 2008 The Scholz & Friends TopicTracker | December 2008 | Page 10
  • Our device for finding these buried insights is: The TopicTracker ® The Scholz & Friends TopicTracker | December 2008 | Page 11
  • We start with a question – any question! For example: What topics or problems are being discussed that relate to my brand? ? What is being said about What is being said about my my competitors? product or brand? What is a particular interest What product characteristics are of group talking about? interest to my target group? Is a buzz evident before or after In what context is my brand a product launch? being discussed? Is a buzz evident before or Who is driving discussions? after a campaign? What product developments are What ideas could improve my people in my category talking product? about? The Scholz & Friends TopicTracker | December 2008 | Page 12
  • ® The TopicTracker principle: systematically monitor and evaluate conversations in defined communities. What are particular groups talking about in regard to particular questions? The Scholz & Friends TopicTracker | December 2008 | Page 13
  • The major difference to conventional, qualitative market research: the quality of the insights. e.g. focus groups: TopicTracking: insight generation based on small insight generation based on number of moderated opinions. large number of volunteered opinions. = The Scholz & Friends TopicTracker | December 2008 | Page 14
  • What’s more: we can now back qualitative insights with quantitative factors for the first time. e.g. significant peaks + e.g. chronologies The Scholz & Friends TopicTracker | December 2008 | Page 15
  • Buzz value: an important qualitative factor. How significant is a discussion? Amount of posts del.icio.us digg Page rank Technorati rank (social (link popularity) (degree of (actuality & activity) bookmarks) crosslinking) Impact Factor Buzz Value Response Factor Relevance Factor Amount of feedback Proportion of relevant content (comments, trackbacks, threads) The Scholz & Friends TopicTracker | December 2008 | Page 16
  • The following six basic parameters can be covered ® by the TopicTracker: Content – attitudes and opinions on topics Quality – calibre of discussion, opinion and content Chronology – development of discussions/topics over time period Volume – quantity of terms, opinions and contributors Links – degree of interconnection between sources or topics Distribution – type of blogs or discussions analysed The Scholz & Friends TopicTracker | December 2008 | Page 17
  • The procedure: systematic use of technology (to collect) and intelligence (to condense). 1. Identify sources 2. Collect data 3. Filter information 4. Derive insights The quantitative results are Conversations in the Resulting information is Blogs and forums relevant to processed and insights identified “alpha spots” are viewed, aggregated and the task (“alpha spots”) are derived and/or recorded, categorised and evaluated. defined. recommendations made. archived – either once or repeatedly. The Scholz & Friends TopicTracker | December 2008 | Page 18
  • To this end, information analysts and strategy consultants work hand in hand. Media analysis Planning Planning 1. Identify sources 2. Collect data 3. Filter information 4. Derive insights IA IA IA SC SC SC The quantitative results are Blogs and forums relevant to Conversations in the Resulting information is processed and insights the task (“alpha spots”) are identified “alpha spots” are viewed, aggregated and derived and/or recorded, categorised and evaluated. defined. recommendations made. archived – either once or repeatedly. The Scholz & Friends TopicTracker | December 2008 | Page 19
  • The result: processing and evaluation that’s tailored to the brand strategy. Record Graphs Original quotes Findings Tables The Scholz & Friends TopicTracker | December 2008 | Page 20
  • ® The strengths of the TopicTracker: 1. Its many benefits. Delivers high-quality insights Based on quantitative arguments Chronologies can be included Data is easy to comprehend Can be used flexibly The Scholz & Friends TopicTracker | December 2008 | Page 21
  • ® The strengths of the TopicTracker: 2. Its many applications. INSIGHT BUZZ REPUTATION SPY MONITOR ALARM Topics Product launch PR problems Brand Campaign launch Discussions Target group Strategy shift Public opinion Product Competitors The Scholz & Friends TopicTracker | December 2008 | Page 22
  • If you’d like to know more, we’d be happy to hear from you. Scholz & Friends Strategy Group GmbH Hanseatic Trade Center Am Sandtorkai 76 20457 Hamburg Germany Tel. +49 (0) 40/3 76 81-0 Fax +49 (0) 40/3 76 81-681 http://www.s-f.com Vincent Schmidlin Holger Schneider Managing Director Strategy Director vincent.schmidlin@s-f.com holger.schneider@s-f.com The Scholz & Friends TopicTracker | December 2008 | Page 23
  • Further links related to this topic. Slideshare: YouTube: Brands and Communication in Dramatic Shift in Marketing Reality the Era of Media Democracy www.youtube.com/watch?v=ciSrNc1v17M www.slideshare.net/SFStrategy/brands-and-communication-in-the-era-of-media-democracy The Scholz & Friends TopicTracker | December 2008 | Page 24