Day1 ad stream_1615_how_social_networking_zenithoptimedia

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  • 1. “How social media can inform and enrich our market intelligence” Frederic Joseph Chief Digital Officer WW Interact Barcelona 8th June 2011
  • 2. Digital life cycle Tracking + Search + Social +? 1995/ 2000/ 2005/ 2000 2005 2011
  • 3. Microsite ‘Paid’ ‘Owned’ ‘Earned’Paid jumpstarts owned, Owned sustains earned, Earned drives cost down and effectiveness up
  • 4. How to makesense of allthe noise?
  • 5. Search Engines are a ‘Database Of Intentions’ “This information represents, in aggregate form, a place holder for the intentions of humankind - a massive database of desires, needs, wants, and likes”
  • 6. Listening to the conversation ‘designed cleverly enough, market research surveys will answer any question you can think up. But they can’t tell you what you never thought to ask. And what you never thought to ask might be the most important question for your business.’ Groundswell, Charlene Li and Josh Bernoff
  • 7. Some watch outs for listening interpretation‘There are an estimated 1,000 new words added to the Urban Dictionary daily.Google reports that 20% of searches in a particular month have never been searched before.’ Converseon, Listening 2.0 white paper
  • 8. Some watch outs for listening interpretation‘There are an estimated 1,000 new words added to “Poppin bottles in the ice, like a blizzard the Urban Dictionary daily. When we drink we do it right gettin slizzardGoogle reports that 20% of searches in a particular Sippin sizzurp in my ride, like Three 6 month have never been searched before.’ Now I’m feelin so fly like a G6” Converseon, Listening 2.0 white paper
  • 9. Some watch outs for listening interpretation‘There are an estimated 1,000 new words added to “Poppin bottles in the ice, like a blizzard the Urban Dictionary daily. When we drink we do it right gettin slizzardGoogle reports that 20% of searches in a particular Sippin sizzurp in my ride, like Three 6 month have never been searched before.’ Now I’m feelin so fly like a G6” Converseon, Listening 2.0 white paper “Great stereo, terrible engine”Is this:a) Negative sentiment?b) Positive sentiment?c) Neutral sentiment?d) Mixed sentiment?e) 1 piece of positive sentiment, 1 piece of negative sentiment?
  • 10. Some watch outs for listening interpretation‘There are an estimated 1,000 new words added to “Poppin bottles in the ice, like a blizzard the Urban Dictionary daily. When we drink we do it right gettin slizzardGoogle reports that 20% of searches in a particular Sippin sizzurp in my ride, like Three 6 month have never been searched before.’ Now I’m feelin so fly like a G6” Converseon, Listening 2.0 white paper “Great stereo, terrible engine”Is this:a) Negative sentiment?b) Positive sentiment?c) Neutral sentiment?d) Mixed sentiment?e) 1 piece of positive sentiment, 1 piece of negative sentiment?
  • 11. But, when you do it right.... Opportunities! Product Customer serviceStrategic insight Measurement development / advocacy
  • 12. But, when you do it right.... Product Customer serviceStrategic insight Measurement development / advocacy
  • 13. Tie in with trends – JK Wedding & T-Mobile http://youtu.be/Kav0FEhtLug JK Wedding 2009 (65m views) vs T-Mobile 2011 (20m+ views)
  • 14. Tie in with conversations – Ashley Kerekes on Twitter
  • 15. Product Customer serviceStrategic insight Measurement development / advocacy
  • 16. Tune into social networks to fuel product evolution
  • 17. Product Customer serviceStrategic insight Measurement development / advocacy
  • 18. Listening and Responding drives Net Promoter score Source: RightNow Retail Consumer Report
  • 19. First Direct use the conversation as a sales tool http://www.live.firstdirect.com/
  • 20. Product Customer serviceStrategic insight Measurement development / advocacy
  • 21. It’s not just about numbers...Its about engagement levels
  • 22. Paradigm shift Not anymore about Opportunity to See Its now about Opportunity to Share
  • 23. Kraft / Real Women of Philadelphia
  • 24. Thank You!