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Attentio presentation for social Media Forum 2010-06-25
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Attentio presentation for social Media Forum 2010-06-25

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  • W
  • 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 ?
  • 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
  • Transcript

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

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