Attentio presentation for social Media Forum 2010-06-25

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SMF Presentation by Attentio

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  • PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All  what should I do ?
  • PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All  what should I do ?
  • W
  • PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All  what should I do ?
  • Detailed analysis of the sentiment showed that: In both cases, deviation in sentiment levels was related to NEW product issues In brand A’s case: product issues were related to problems with the screens – there were several discussions in forums. In brand B’s case: product issues were related to keyboard
  • Identified Social Media as key source of information to manage new phone’s brands reputation Identified forums is a key source when interested to understand market reaction to new model or to identify early issues (estimated 6 – 8 weeks time before traditional methods) Implemented ongoing monitoring solutions for new products in Netherlands and in Europe (pre-launch and post launch) Trained specialised personnel and created web response department
  • Attentio presentation for social Media Forum 2010-06-25

    1. 2. Simon, me, @simonmc Co-founded Attentio in 2004 a social Media measurement technology Founded New Media Cloud in 2009 to offer online strategy services to major brands like RTL, BBC… “ New Media Lover” Work with start ups in new media and SaaS including Jam Publishing, 365Research, Oxopia, WeStartUp …
    2. 3. Agenda <ul><li>A history lesson </li></ul><ul><li>Departments, apps </li></ul><ul><li>Case study </li></ul><ul><li>Future </li></ul>
    3. 4. 2003-2005 – track what you can
    4. 5. 2006…More social sources
    5. 6. 2007-10 more social, more deeper analysis
    6. 7. 2007-10 more social, more deeper analysis
    7. 8. Enough of the history lesson ;)
    8. 9. The demand overall Demand for online marketing services is growing fast , and the demand for Social Media Marketing consulting, services and monitoring very fast – specially last 6 months clients have decided to go Social seriously  larger RFPs out there.
    9. 10. <ul><li>Our clients are used to shouting, and not to listening, they are learning about listening </li></ul><ul><li>They do not know what to do </li></ul><ul><li>Unclear objectives and expectations </li></ul><ul><li>Multi-departments requests with different information needs but one listening program (big challenge) </li></ul><ul><li>Different perspectives (long / short term) </li></ul><ul><li>Unclear lead of Social Media marketing and which budget </li></ul>
    10. 11. <ul><li>Common client questions: </li></ul><ul><li>How is my brand performing vs competitors </li></ul><ul><li>What drives buzz: topics, events, trends, dynamisms of conversation, .. </li></ul><ul><li>Who: influencers online, stakeholders, influencer in the space, authority, … </li></ul><ul><li>How: sentiment for brands, brands and topics, emotions and brands </li></ul><ul><li>Industry specific question </li></ul><ul><li>Case specific questions </li></ul>
    11. 12. <ul><li>Questions by department? </li></ul><ul><li>PR departments: company & key brands themes, crisis monitoring </li></ul><ul><li>Corporate Affairs: the company online, top people </li></ul><ul><li>Marketing departments: brand and product mapping online, competitive analysis, campaign effectiveness </li></ul><ul><li>Market research: analysis pre-launch, topics in conversation, why ? Cultural differences… </li></ul><ul><li>Customer service </li></ul>
    12. 13. <ul><li>Trends in the market </li></ul><ul><li>Top management push to marketing managers – in the budget now </li></ul><ul><li>Consolidation of requirements </li></ul><ul><li>Long term programs (specially from companies focused on client relationship management) </li></ul><ul><li>Emotions and brands: creating emotions and measuring if they exist </li></ul><ul><li>- Benchmarking outside of their own industry </li></ul>
    13. 14. <ul><li>Some clients cases: </li></ul><ul><li>Automotive: Europe wide car launch only with Social Media and PR (2008) </li></ul><ul><li>Airline and oil and energy: help identify potential strikes, industrial activity by listening to public conversations </li></ul><ul><li>Travel: regional tourism organization helped regional tourist office to improve globally image around teens with only Social Media Marketing </li></ul><ul><li>Mobile phone: identification of product issues (research showed up to 8 weeks </li></ul><ul><li>Earlier in Social Media) </li></ul>
    14. 15. Case study: Mobile phone industry <ul><li>Objective: analysis of new models positioning Social Media to define social media marketing strategy </li></ul><ul><li>Brands: Samsung, Sony Ericsson, Nokia and LG mobile </li></ul><ul><li>Country: Netherlands phones buzz in Dutch online social media </li></ul><ul><li>Period: March – October </li></ul><ul><li>Languages: English and Dutch </li></ul>October 2007
    15. 16. During analysis: two brands had important deviations in sentiment mentions versus average sentiment levels October 2007 Brand A Brand D Brand C Brand B Source: Dutch social media (blogs and forums), articles from 1 st March – 31 st October , N= 11,402 Positive mentions Negative mentions
    16. 17. How did brands react short term <ul><li>Brand A: </li></ul><ul><ul><li>Acknowledged problem online where problem was discussed </li></ul></ul><ul><ul><li>Implemented full guarantee and communicated online </li></ul></ul><ul><ul><li>Managed closely reactions and fine tuning listening </li></ul></ul><ul><li>Brand D: </li></ul><ul><ul><li>Did not react online </li></ul></ul><ul><ul><li>Did not provide solution for issues </li></ul></ul>
    17. 18. How did people in Social Media react <ul><li>To Brand A: </li></ul><ul><ul><li>Negative sentiment trend was reversed very quickly </li></ul></ul><ul><ul><li>Levels of emotional discussion returned to “normal levels” quickly </li></ul></ul><ul><li>To Brand D: </li></ul><ul><ul><li>Negative sentiment trend increased over several weeks period </li></ul></ul><ul><ul><li>Higher level of activity: about issues, about lack of responsiveness, commenting with each other </li></ul></ul>
    18. 19. Brand A’s – Learning and actions <ul><li>Learning </li></ul><ul><li>Brand managers decided to focus in forums as main source for managing online reputation </li></ul><ul><li>Inter-departmental cooperation important </li></ul><ul><li>Listening and reacting fast drove positive results </li></ul><ul><li>Important to engage “honestly” </li></ul><ul><li>Long Term actions </li></ul><ul><li>Ongoing listening with checks and fine tuning </li></ul><ul><li>Inter departmental processes defined </li></ul><ul><li>Trained specialised personnel and created web </li></ul><ul><li>response department </li></ul>
    19. 20. The Future <ul><li>More integration into applications business is familiar with </li></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Reputation monitoring and protection </li></ul></ul><ul><ul><li>Consumer insights </li></ul></ul><ul><ul><li>Campaign effectiveness </li></ul></ul><ul><li>The Social datacentre </li></ul><ul><li>Measurement of social becomes crucial “headache pill, not vitamin supplement” </li></ul><ul><li>More and more case studies … </li></ul>

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