Week 3 ground swell - brand monitoring

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Week 3 ground swell - brand monitoring

  1. 1. Week
3
 
Communica5on
Technology
Development
 
Listening
to
the
Groundswell

 Joanne
Tjahyana,
S.Kom,
M.Mm

  2. 2. 
Listening
to
the
Groundswell
 
 Your
brand
is
what
the
 customers
say
it
is
 
 (
Bernoff
and
Li,
2008
)

  3. 3. Market
Research

 •  Companies
pay
over
$15
billion
annually
for
 market
research.
 •  Surveys:
mail,
phone,
internet
survey
 •  Focus
groups
 •  Designed
to
answer
ques5ons,
not
to
reveal
 consumer
insights
 •  NEW
INSIGHTS
from
Groundswell

  4. 4. The
Social
Technograpics
Ladder
 • Creators
 
 • Cri5cs
 
 • Collectors
 
 • Joiners
 
 • Spectators
 
 • Inac5ves



 

  5. 5. The
Social
 Technograpics
 Ladder:
 New
category:
 Conversa5onalists

  6. 6. The
Social
Technograpics
Ladder

  7. 7. US
Internet
 Ac5vi5es

  8. 8. US
Mobile
 Internet
 ac5vi5es

  9. 9. Two
listening
strategies
 • Set
up
community
 • Brand
monitoring

  10. 10. Community
&
Brand
Monitoring
 Case
Studies
 Help
Starbucks
Survive
Brand
AWacks

  11. 11. 
Set
Up
Community
(Starbucks
Case
Study)
 hWp://mystarbucksidea.force.com

  12. 12. 
Set
Up
Community
(Starbucks
Case
Study)
 hWp://twiWer.com/starbucks

  13. 13. 
Set
Up
Community
(Starbucks
Case
Study)
 hWp://twiWer.com/MyStarbucksIdea

  14. 14. Set
Up
Community



 Starbucks
 Campaign

 pos5ng
the
newest
 Starbucks
Posters
with
 #starbucks
 at
twitpic.com

  15. 15. Set
Up
Community


‐


Starbucks
Campaign

 pos5ng
the
newest
Starbucks
Posters
to
@starbucks
 at
twitpic.com

  16. 16. 
Community
Vs
Hate
Campaign
 •  Stop
Starbucks
 hWp://stopstarbucks.com/

  17. 17. 
Community
Vs
Hate
Campaign

  18. 18. Starbucks
TwiWer
Campaign
Hijacked

  19. 19. 
Community
Vs
Hate
Campaign
 hWp://www.youtube.com/watch?v=L58EKo9XYiE

  20. 20. Starbucks
Community
Responses

  21. 21. Starbucks
Community
Responses

  22. 22. Starbucks
Community
Responses
 Starbucks
Campaign
Hijack
only
got
9
entries
 and
75
views
each
 Starbucks
is
men5oned
on
TwiWer
 about
10
5mes
per
minute
everyday

  23. 23. Starbucks
Community
Responses
 "The
boWom
line
for
us:
We're
the
first
to
admit
 that
we
don't
control
the
conversa5on
about
 Starbucks.
The
bad
news
for
this
campaign
is
 neither
do
they.
Ul5mately
the
community
 decides
and
we
believe
that's
a
beau5ful
thing"
 MaWhew
Guiste

 (Starbucks
Social
Media
manager)

  24. 24. Community
&
Brand
Monitoring
 Case
Studies
–
Dell
Go
Green

  25. 25. Community
&
Brand
Monitoring
 Case
Studies
–
Domino’s
Pizza
Workers

  26. 26. Listening
Tools
 •  Google
alerts
 •  Tweet
beep
 •  Social
men5on
 •  TwiWer
 •  Facebook
friend
feed
 •  Black
type
 •  Technora5

  27. 27. References
 •  Li,
C.
and
Bernoff,
J.
(2008).
Groundswell:
 Winning
in
a
world
transformed
by
social
 technologies.
USA:
Harvard
Business.

  28. 28. Proposal
Presenta5on
 •  Company
Profile
 •  Recent
Condi5on
 – Listen
(
are
there
any
community
/
brand
 monitoring)
 – Par5cipa5on
in
the
Groundswell
 •  User
Personas
/
Target
Audience
 •  The
Plan

 – Based
on
Re


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