03 strategy tools handout

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03 strategy tools handout

  1. 1. TOOLS (HANDOUT)
  2. 2. QUALITATIVE INSIGHTS TOOLS THEY OFFER US INSIGHTS INTO WHAT BRAND-RELATED TOPICS IS OUR TARGET IS TALKING ABOUT AND WHAT ROLE OUR PRODUCT/BRAND PLAYS IN THE WIDER CONTEXT OF THEIR LIVES. InsightQuantitative Qualitative Information
  3. 3. BRAND TAGSUSER-GENERATED DATABASE OF PEOPLE’S PERCEPTIONS ON MOST OF THE MAJOR WORLD BRANDS GREAT FOR: Getting a quick glimpse into consumers’ perceptions of a brand. Comprehensive visual display make it easy to spot dominant perceptions. It’s also a nice add-on for client and internal presentations. STOPS SHORT AT: Filtering by age, gender, or any other demographic information.
  4. 4. 43 THINGSDESTINATION WHERE PEOPLE SHARE THEIR GOALS AND EXPERIENCES ON HOW THEY ACHIEVED THEM GREAT FOR: STOPS SHORT AT: Getting a quick scoop on the currently most Getting anything more specific popular goals around. Additionally, personal than general insights and stories of reaching a goal potentially uncover ideas about human useful information about behavioral motivation. dynamics and drivers of a particular behavior.
  5. 5. FACEBOOK PAGE INSIGHTSDASHBOARD THAT PROVIDES INFORMATION ON TRAFFIC, CONTENT, AND USER ACTIVITY ON BRAND’S FACEBOOK PAGE GREAT FOR: Understanding and analyzing trends within user growth and demographics, consumption and creation of content. Gives comprehensive information about brand’s FB fan base and how they interact with branded content. Breaks down activity by gender and age, countries, cities, language, page views, tab views, external referrers, and media consumption (number of external video, photo, and audio clips views) STOPS SHORT AT: Doesn’t correlate FB metrics with user activity on brands’ other social media destinations, like Twitter or YouTube.
  6. 6. FACEBOOK PUBLIC POSTS SEARCH TOOL FOR KEYWORD SEARCH ACROSS USERS’ PUBLIC POSTS GREAT FOR: STOPS SHORT AT: Getting an idea of how people are Not recommended to be usedtalking about your product, brand or in isolation from other socialcategory; what is the context of their data. Should be treated as one mentions; what barriers to adoption of the first steps in forming a they experience; and what is the creative hypothesis.language and metaphors they use in relation to your brand/product
  7. 7. TWITTER SENTIMENTTRACKS VALENCE (POSITIVE, NEGATIVE, NEUTRAL) OF PRODUCT/BRAND/CATEGORY MENTIONS ON TWITTER GREAT FOR: STOPS SHORT AT: Getting specific terms that people Seeing the overall sentiment of use to describe your product/ your product mentions and brand/category following how this sentiment changes over time and in correlation with our online and offline marketing initiatives.
  8. 8. WORDLEA TOOL FOR CREATING WORD CLOUDS GREAT FOR: Running, for example, user product reviews or comments through this tool gives us the most frequently used words in relation to our product/brand/category and displays them in a visually compelling way. STOPS SHORT AT: Quantitative information (the number of times a specific word was used in reviews or comments) is qualitatively displayed, via the size of a word’s visual display.
  9. 9. HOW SOCIABLEMEASURES SOCIAL MEDIA BRAND “MAGNITUDE” SCORE MEASURED THROUGH THE LEVEL OF ACTIVITY AROUND A BRAND DURING A GIVEN WEEK GREAT FOR: STOPS SHORT AT: Comparing where our brand stands in Doesn’t say if magnitude is the relation to the competition on 0-10 outcome of positive or negative “magnitude” scale (10 means the mentions brand has practically saturated the social web and 0 means there is zero activity for the brand)
  10. 10. TWITTER SEARCH OFFERS REAL-TIME MENTIONS OF A BRAND OR A PRODUCT ON TWITTER GREAT FOR: STOPS SHORT AT: This is one big focus group where It asks for a lot of time and attentionpeople freely express their satisfaction to read through all the updates.or frustration with brands or products. It’s easy to detect common themes that emerge from updates as well as words people use in relation to the brand, and context of product mentions.
  11. 11. WHO’S TALKIN’AGGREGATOR OF SOCIAL MEDIA DESTINATIONS THAT MENTIONED YOUR PRODUCT OR BRAND GREAT FOR: Lists all destinations that mentioned your brand or product (blogs, social networks, aggregators, etc) so it gives a quick scoop on the volume of online buzz a campaign, product or brand generates, as well as what are the most influential conversation hubs around them. STOPS SHORT AT: Requires a lot of legwork to read all the posts and determine the sentiment of mentions, because the tool doesn’t automatically provide that information.
  12. 12. GOOGLE BLOGS SEARCHFINDS BLOGS THAT WROTE ABOUT YOUR BRAND/PRODUCT GREAT FOR: Getting a comprehensive list of all blogs which mentioned your product and/or brand that can be used for targeted influencer program, content partnerships & sponsorships, and blogger outreach initiatives STOPS SHORT AT: It focuses only on blogs, and it doesn’t gives a snapshot of the sentiment of mentions
  13. 13. QUANTITATIVE INSIGHTS TOOLS THEY LET US VALIDATE PRE-EXISTING DEMAND FOR A PRODUCT/SERVICE AND HELP US MAKE SURE THAT WE ARE SPEAKING THE SAME LANGUAGE AS OUR CUSTOMERS IN OUR ONLINE CONTENT STRATEGY. InsightQuantitative Qualitative Information
  14. 14. GOOGLE AD WORDSGOOGLE’S KEYWORD TOOLKIT FOR ADVERTISERS GREAT FOR: Determining pre-existing demand for your product/ service and detecting what keywords people use when searching for your product/ service so we can develop SEO and SEM strategies accordingly STOPS SHORT AT: It’s a conservative measure - some people love a product but don’t search for it, or use Facebook and/or Twitter for search
  15. 15. GOOGLE INSIGHTS FOR SEARCHDASHBOARD THAT DISPLAYS SEARCH TREND OVER A PERIOD OF TIME FOR A PARTICULAR WORD GREAT FOR: Giving insights into long-term trends around particular search terms (in this case Apple - see spike in early October when Steve Jobs died), along with top articles, geographical distribution of search and related search terms STOPS SHORT AT: Getting granular info on mentions, as it provides info only on general trends
  16. 16. Gfk MRICOMPREHENSIVE MEASUREMENT PLATFORM OF CONSUMERS’ MEDIA USAGE, DEMOGRAPHICS, PSYCHOGRAPHICS AND CONSUMER BEHAVIOR GREAT FOR: Digital media planning and getting overall idea about the target audience, its behaviors, attitudes, mindsets and product usage. STOPS SHORT AT: Offering digital technographics. It should be used in combination with social media & digital behaviors insights.
  17. 17. eMarketerRESEARCH AND ANALYSIS ON DIGITAL MARKETING AND MEDIA GREAT FOR: Overview of general trends in digital media landscape. Insights into digital media use by gender, geography, age, income, etc. Good graphs for internal and client presentations. STOPS SHORT AT: Psychographic analysis. Doesn’t get into “hows” and “whys” of consumer behavior.
  18. 18. Radian6 and Sysomos SOCIAL MEDIA MONITORING TOOLS GREAT FOR: Getting instant and unlimited access to all social media conversations. Provides insights into what’s happening in social media space around your brand, why it’s happening, and who is driving the conversation. Helps in detecting conversation hubs, top social media influencers, and top bloggers. STOPS SHORT AT: Focused only on social media conversations. Gives less insight into psychology/motivations of consumer behavior.
  19. 19. QUALITATIVE INFORMATION TOOLS THEY OFFER BROAD OVERVIEW OF TOPICS AND INFLUENCERS RELATED TO A BRAND, PRODUCT OR CATEGORY. InsightQuantitative Qualitative Information
  20. 20. ALLTOPCOLLECTION OF THE HEADLINES OF THE LATEST STORIES FROM THE BEST SITES AND BLOGS THAT COVER A SPECIFIC TOPIC GREAT FOR: STOPS SHORT AT: A quick look at the most popular Any sort of quantitative and micro- content in different categories level audience analysis across the web. Useful for detecting influencers, online opinion leaders, and top bloggers.
  21. 21. ICEROCKETSOCIAL MEDIA DASHBOARD THAT DISPLAYS BLOG POSTS, TWITTER MENTIONS, FACEBOOK UPDATES, AND ONLINE BUZZ FOR ANY PRODUCT/BRAND IN ANY SELECTED TIME PERIOD GREAT FOR: Detecting social media destinations (blogs, influencers, etc) with mentions of the topic relevant for our brand/product. STOPS SHORT AT: There is no way to easily determine the sentiment of those mentions.
  22. 22. TECHNORATI BLOGOSPHERE SEARCH ENGINE GREAT FOR: STOPS SHORT AT:A quick way to find influential blogs, Telling quickly a moreexplore the context of brand/product granular analysis (context mentions, and find out about the and sentiment of mentions, language used to describe brand/ etc) products.
  23. 23. TWEETDECKTWITTER TOOL FOR ORGANIZING BRAND/COMPANY FOLLOWERS IN CATEGORIES GREAT FOR: STOPS SHORT AT: Monitoring Twitter mentions It’s a real time monitoring tool - of your brand or product or there is no analytical layer on the campaign idea top of it.
  24. 24. GOOGLE ALERTSEMAIL UPDATES OF THE LATEST RELEVANT GOOGLE RESULTS (WEB, NEWS, ETC) BASED ON YOUR QUERIES. GREAT FOR: Monitoring of pre-selected search inquiries, like competitors, events, campaign, media coverage, etc. STOPS SHORT AT: Isn’t sensitive for any other developments outside the specific search query that may be relevant.
  25. 25. GOOGLE TRENDSDASHBOARD FOR TRACKING MOST POPULAR TOPICS AND TRENDS OVER TIME GREAT FOR: STOPS SHORT AT: Correlating the impact of the Deeper insights into why some campaign idea with the wider trends emerged and why/how cultural chatter. Alternatively, they spread. getting insight into the current cultural trends can help us with the launch of our campaign idea.
  26. 26. SOCIAL MENTION REAL-TIME SOCIAL MEDIA SEARCH ENGINE GREAT FOR: STOPS SHORT AT: Being a social listening tool, it’s less Displaying social media results for the useful for getting more granular keyword search (product/service/brand, insights into user behavior and in etc) AND providing the numerically- putting social media mentions in a expressed sentiment analysis. Additional wider context of their behavior and benefits are surrounding useful information media use.like related keywords, reach and top users.
  27. 27. QUANTITATIVE INFORMATION TOOLS GIVE US GENERAL OVERVIEW AND HELP US MONITOR AND ASSESS OUR SUCCESS InsightQuantitative Qualitative Information
  28. 28. QUANTCASTTOOL FOR DIRECTLY MEASURING TRAFFIC FOR YOUR WEBSITE AND AUDIENCE COMPOSITION REPORTS. GREAT FOR: STOPS SHORT AT: Getting high-level insight into traffic Doesn’t provide information on sources, frequency and volume to mini-interactions with your site, your site, along with demographic like content engagement and and socio-economic data of your social gestures. audience.
  29. 29. GOOGLE ANALYTICSTOOL FOR DIRECTLY MEASURING TRAFFIC FOR YOUR WEBSITE AND AUDIENCE COMPOSITION REPORTING. GREAT FOR: Detailed exploration of the traffic details, time spent on the site, content breakdown, and audience composition. STOPS SHORT AT: It doesn’t provide qualitative data.
  30. 30. CHARTBEATANALYTICS TOOL THAT ALLOWS YOU TO TRACK A PRODUCT OR CAMPAIGN LAUNCH IN REAL TIME GREAT FOR: Provides real-time traffic tracking and also dives deep into granular engagement metrics on the site, like user paths, time spent with content, and micro- actions like clicks, downloads, and scrolls that show whether people are actively engaging with the site content. STOPS SHORT AT: Doesn’t incorporate social metrics so the site traffic can’t be correlated with social media mentions and other relevant actions in the brand’s online system.
  31. 31. COMPETETOOL THAT PROVIDES A QUICK SNAPSHOT OF HOW YOUR SITE IS FARING VS ITS COMPETITION GREAT FOR: Quick view of brand’s top main competitors and the volume of their unique visitors. STOPS SHORT AT: Comparison is expressed through unique visitors only, and it ignores the brand’s standing in the social media space.
  32. 32. COMSCOREDIGITAL BUSINESS ANALYTICS TOOL GREAT FOR: General overview of the web trends useful to illustrate the point or provide rationale for selected digital media tactics in client and internal presentations STOPS SHORT AT: Offers only very, very general feel of where the adoption of digital media is headed
  33. 33. NIELSEN MEDIA RESEARCHANALYTICS TOOL THAT PROVIDES INTELLIGENCE ON CONSUMERS’ DIGITAL MEDIA ADOPTION GREAT FOR: A deep dive into performance of brands’ web properties. STOPS SHORT AT: Everything else.
  34. 34. PERCENT MOBILEMOBILE ANALYTICS SERVICE FOCUSED ON GATHERING DATA ON MOBILE AUDIENCES GREAT FOR: Offering a quick glance on how much traffic is mobile, key stats about the devices, vendors, and operating systems. Helpful with detecting key search terms via mobile devices and with informing mobile SEO strategy. STOPS SHORT AT: It’s currently capturing a narrow spectrum of data. GREAT FOR:
  35. 35. OMNITUREONLINE MARKETING AND WEB ANALYTICS BUSINESS TOOL GREAT FOR: Aligning measurement tasks with business goals, providing advanced audience segmentation, search marketing optimization, creating paths and funnel based on real-time data, social and mobile engagement reporting, and sentiment analysis. STOPS SHORT AT: Qualitative audience analysis, target’s media usage and digital media adoption stats, and their attitudes and mindsets.

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