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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  • 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 Attentio presentation for social Media Forum 2010-06-25 Presentation Transcript

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  • 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 …
  • Agenda
    • A history lesson
    • Departments, apps
    • Case study
    • Future
  • 2003-2005 – track what you can
  • 2006…More social sources
  • 2007-10 more social, more deeper analysis
  • 2007-10 more social, more deeper analysis
  • Enough of the history lesson ;)
  • 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.
    • 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
    • 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
    • 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
    • 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
    • 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)
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 …