Buzzdetector en. 2010


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  • Blogs Wordpress, Typepad Microblogs Twitter, Friendfeed Social networks Facebook, MySpace and countless others
  • ZANA – need a graphic here that shows a “Yesterday” and “Today” perspective. Yesterday is a rigid “Produce-Advertise-Sell” circular cycle, whereas “Today” is more like “Produce-Advertise-Sell” that is constantly affected and fine-tuned based on external influence. Each of these three activities is now not so tightly linked to each other; many mid-stream corrections can occur based on external influence. Does that make sense?
  • Buzzdetector en. 2010

    1. 1. Conversation: The New Source of Influence Gianandrea Facchini monitoraggio business intelligence resources communication SMS Twitter Facebook purchase influence social networking brand reputation You Tube Web 2.0 review online codice a barre
    2. 2. Today <ul><li>Social Media: The Power of One Voice </li></ul><ul><li>The New Rules of Influence </li></ul><ul><li>BuzzDetector: Managing Influence with Social Media </li></ul><ul><li>Case Studies </li></ul>Confidential Confidential
    3. 3. Social Media: The Power of One Voice Confidential
    4. 4. Do You Know This Man? Confidential
    5. 5. You Should <ul><li>He is Mr. Andrea D’Ambra </li></ul><ul><li>In 2006 he started a blog campaign </li></ul><ul><ul><li>He was opposed to a new surcharge levied by Italian mobile phone companies </li></ul></ul><ul><ul><li>300,000 people signed a petition in support </li></ul></ul><ul><li>The result? </li></ul><ul><ul><li>The surcharge was repealed </li></ul></ul><ul><ul><li>Millions of euros in revenues lost by mobile phone companies </li></ul></ul><ul><li>No one listened – until it was too late </li></ul>Confidential Confidential
    6. 6. Confidential Mr. D’Ambra’s campaign drew national attention – and marked the birth of Italy’s “Generazione Attiva”
    7. 7. The New Rules of Influence Confidential
    8. 8. Rule #1: All It Takes is One Voice <ul><li>Social media give individual authors instant access to a larger audience than any traditional media </li></ul>Confidential Confidential Web 2.0 <ul><li>Blogs </li></ul><ul><ul><li>Wordpress, Typepad </li></ul></ul><ul><li>Microblogs </li></ul><ul><ul><li>Twitter, Friendfeed </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook, MySpace, and countless others </li></ul></ul>
    9. 9. Rule #2: Relevance Takes Many Forms <ul><li>Traditional public relations campaigns are ineffective because they focus on established opinion leaders </li></ul><ul><ul><li>Press </li></ul></ul><ul><ul><li>Analysts </li></ul></ul><ul><ul><li>Established thought leaders </li></ul></ul><ul><li>Through social media, anyone can be an opinion leader </li></ul><ul><ul><li>Mr. Andrea D’Ambra </li></ul></ul>Confidential Confidential
    10. 10. Rule #3: The Influence Dynamic Has Changed Confidential Confidential Sell Produce Advertise Sell Produce Advertise YESTERD AY TODAY
    11. 11. Rule #4: Conversation is the New Currency Confidential Confidential OLD SCHOOL Consumer Customer Advertising Communication NEW SCHOOL Limited liability Full liability The company voice A conversation between company and customer
    12. 12. What Does This Conversation Look Like? <ul><li>Conversation is a two-way dialogue </li></ul><ul><li>Communication is the common thread </li></ul><ul><ul><li>Collaborative </li></ul></ul><ul><ul><li>Interactive </li></ul></ul><ul><ul><li>Iterative </li></ul></ul>Confidential Confidential
    13. 13. Rule #5: A New Approach is Required <ul><li>Three tranches are required to manage influence in the world of social media </li></ul>Confidential Confidential Web 2.0 Swift Reactive Action Proactive Management Ongoing Monitoring All of them are based on conversation 1 2 3
    14. 14. BuzzDetector: Managing Influence with Social Media Confidential
    15. 15. About Us Confidential Confidential <ul><li>Founded in 2007 </li></ul><ul><li>BuzzDetector collaborates with clients to help them use Web 2.0 technologies and social media to engage people in conversations that: </li></ul><ul><ul><li>Effect action </li></ul></ul><ul><ul><li>Drive sales </li></ul></ul><ul><ul><li>Build brands </li></ul></ul>
    16. 16. Our Clients Confidential Confidential <ul><li>Nestlè since 2007 </li></ul><ul><li>Boehringer since 2007 </li></ul><ul><li>Axa Quixa since 2008 </li></ul><ul><li>LVMH 2008 </li></ul><ul><li>Publicis Consultants since 2008 </li></ul><ul><li>Publicis HCMG since 2008 </li></ul><ul><li>ACL Onlus since 2007 </li></ul><ul><li>Dentsu 2008 </li></ul><ul><li>Publicis Healthware 2010 </li></ul>
    17. 17. What We Are Confidential Confidential We are a strategic consultancy and provider of market intelligence services, aggregating and interpreting conversations on the Web , and turning them into actionable insights for our clients Our goal is to create valuable insight from the conversations our clients engage in with customers , prospects and influencers BuzzDetector is an independent company
    18. 18. What We Aren’t Confidential Confidential We are not a public relations firm, Web agency, press office or lobbyist group We do not provide one-way, absolute directives; we engage in a collaborative process with clients
    19. 19. BuzzDetector Core Capabilities Confidential Confidential Proactive Development Services Crisis Management Services Ongoing Monitoring Services
    20. 20. How We Deliver Our Services Confidential Web Set of Keywords Monitoring Report Consumers’ Insight Action BuzzDetector helps clients engage with customers via social media Collaborative. Iterative. Strategic. Confidential Search Engines Site/s
    21. 21. Step #1: Assessment Confidential Report Consumers’ Insight Action Web Search Engines Site/s Set of Keywords Monitoring Confidential Key Information. Analysis. Assessment.
    22. 22. Step #2: Strategic Recommendations Confidential Set of Keywords Monitoring Consumers’ Insight Action Web Search Engines Site/s Presentation of Findings. Strategic Recommendations. Testing and Validation. Confidential Report
    23. 23. Step #3: Implementation and Measurement Confidential Set of Keywords Monitoring Web Report Confidential Tactical Plan and Implementation. Measure Results. Executive Dashboard. Search Engines Site/s Consumers’ Insight Action
    24. 24. Step 4: Iterative Process Confidential Consumers’ Insight Action Set of Keywords Monitoring Web Report Confidential Search Engines Site/s Iterative. Collaborative. Continuous Improvement.
    25. 25. A Potent Mix of Technology and Domain Expertise <ul><li>We leverage industry technology </li></ul><ul><ul><li>RSS, tags, feeds </li></ul></ul><ul><li>Enhance it with proprietary technology… </li></ul><ul><ul><li>Data collection and analysis </li></ul></ul><ul><li>… and interpret data with deep domain expertise </li></ul><ul><ul><li>Strong experience </li></ul></ul><ul><ul><li>Immersion in social media culture </li></ul></ul><ul><ul><li>Constant communication via BuzzDetector Executive Dashboard </li></ul></ul>Confidential Confidential
    26. 26. Case Studies Confidential
    27. 27. Associazione Canili Lazio <ul><li>ACL (Associazione Canili Lazio) is a non-profit association that promotes </li></ul><ul><ul><li>Adoption of abandoned dogs </li></ul></ul><ul><ul><li>Fair treatment of dogs taken in by animal shelters </li></ul></ul><ul><ul><li>Social change to reduce the number of abandoned animals </li></ul></ul><ul><li>ACL is a charitable organization that does not receive public money </li></ul><ul><ul><li>100% funded by donation and charity </li></ul></ul><ul><li> </li></ul>Confidential
    28. 28. The Challenge <ul><li>ACL is exploring new ways to reach donors and increase fund raising activity </li></ul><ul><li>Facebook is a key target </li></ul>Confidential Confidential
    29. 29. Why Facebook? Confidential Extremely high penetration The most adopted social network in Italy
    30. 30. Why Facebook? Confidential High concentration of key fund-raising demographics
    31. 31. Why Facebook? Confidential Users spend a significant amount of time on the site
    32. 32. The Test <ul><li>BuzzDetector worked with ACL to create a Facebook account to test: </li></ul><ul><ul><li>The value of the page contents </li></ul></ul><ul><ul><li>Different forms of narration </li></ul></ul><ul><ul><li>How well Facebook paid advertising works </li></ul></ul>Confidential
    33. 33. Test #1: Value of Page Contents <ul><li>Facebook page customization provides applications to create “groups” to engage fans recruit new members </li></ul><ul><li>BuzzDetector believes that exclusive contents are a key factor in recruiting new fans </li></ul><ul><li>On two consecutive days we published stories written by adopters, on how dog adoption has improved their lives </li></ul>Confidential
    34. 34. Test #2: Different Forms of Narration <ul><li>Posts from animalist associations tend to be very aggressive or very compassionate </li></ul><ul><li>This narrative form works very well with people already engaged with this topic but is difficult to involve new fans </li></ul><ul><li>Narratives make it easy for groups to steal fans from each other without recruiting newcomers </li></ul><ul><li>This can make it more difficult for ACL to solicit and receive new donations </li></ul>Confidential
    35. 35. Test #3: How Well Facebook Paid Advertising Works <ul><li>Banner ad test delivered to a wide target: 18 year-old Italians </li></ul><ul><ul><li>6-day test </li></ul></ul><ul><ul><li>Cost: $70 USD </li></ul></ul><ul><li>Results: 811 click-throughs </li></ul><ul><ul><li>Cost per click-through: $0.09 USD </li></ul></ul><ul><ul><li>CTR: $0.04 USD </li></ul></ul>Confidential
    36. 36. Supporting Data Confidential Huge growth of page views along with the two letters publication
    37. 37. Supporting Data Confidential Peak of unique visits
    38. 38. Supporting Data Confidential Above-average recruitment of new fans
    39. 39. Supporting Data Confidential Photos play a crucial role
    40. 40. Conclusion <ul><li>Paid advertising does not contribute in a significant way </li></ul><ul><li>The banner alone, even with a stable level of click-throughs, did not convert page views into fans </li></ul>Confidential
    41. 41. BuzzDetector Recommendations <ul><li>For ACL, content is crucial </li></ul><ul><li>Tone of post makes the difference: be authentic, be genuine, be different </li></ul><ul><li>Facebook advertising currently does not deliver significant results </li></ul><ul><li>ACL’s investment is better directed at creating a stream of news and unique content </li></ul>Confidential
    42. 42. The result <ul><li>Number of fans: from 700 up to 4.827 in 10 months </li></ul><ul><li>High number of interactions: average 500 actions a week </li></ul>Confidential
    43. 43. S. Pellegrino Nestl é <ul><li>One of the world’s premier bottled water brands </li></ul><ul><li>First bottled in 1899 </li></ul><ul><li>Extraordinary growth period of 1925-57 </li></ul><ul><ul><li>Modernized production facilities </li></ul></ul><ul><ul><li>Launched first line of soft drinks </li></ul></ul><ul><ul><li>Sports team sponsorships </li></ul></ul><ul><li>Purchased by Nestlé in 1998 </li></ul><ul><ul><li>One of Nestlé Waters’ flagship brands </li></ul></ul>Confidential
    44. 44. The Challenge <ul><li>The consumption of bottled mineral water, long considered a healthy habit, was characterized by some public thought leaders as environmentally irresponsible </li></ul><ul><li>These thought leaders presented tap water as an environmentally superior alternative </li></ul><ul><li>BuzzDetector was engaged to determine public sentiment by strategically monitoring the Web and the blogosphere from July 2007- January 2008 </li></ul>Confidential Confidential
    45. 45. The Sip Heard ‘Round the World <ul><li>In 2007, New York City Mayor Michael Bloomberg began promoting the idea that the quality of the city’s tap water was so good, that drinking it instead of bottled mineral water was an economically and environmentally superior choice. </li></ul>Confidential Bloomberg gushed that “drinking tap water instead of bottled water is not only easier on your wallet, it's also easier on the environment.” “ A lot of energy goes into producing and delivering bottled water, and most of those empty plastic bottles end up in our landfills. Sticking to tap water is just one of the many small steps we can take to protect the environment,” Bloomberg said before taking a swig of tap.
    46. 46. The Impact: 11 July 2007 Confidential
    47. 47. The Impact: 11 July 2007 <ul><li>The aftermath: an average of 7 posts and comments per day </li></ul><ul><li>The peak: 35/40 posts per day </li></ul><ul><li>Total: More than 1,200 posts within 4 months </li></ul>Confidential
    48. 48. Strategic Monitoring: BuzzDetector Is Engaged <ul><li>BuzzDetector was engaged to begin a daily monitoring process of the event, and provide daily reports </li></ul>Confidential
    49. 49. August 2, 2007: A Sample of Detected Activity Confidential
    50. 50. Petition Signed in Italy Confidential 406,626 Italian citizens signed a petition proposing a law that would return the management of water sources under government regulation.
    51. 51. Consumers Propose Limits on Advertising <ul><li>Altroconsumo, a consumers’ association magazine, supported a proposal to limit advertising of bottled water </li></ul><ul><li>One major brand threatened to sue the magazine, putting the brand in the line of fire </li></ul>Confidential
    52. 52. YouTube Video <ul><li>Naples Beppe Grillo produced a two-minute animated video featuring two characters joking about the bottled water, subtlely promoting bottled water as a positive choice </li></ul><ul><li>84,000 people watched, downloaded and shared the video </li></ul>Confidential
    53. 53. Assessment and Impact <ul><li>While these numbers don’t compare with a prime-time television audience, they present a large number of active participants </li></ul><ul><li> has 100 local branches </li></ul><ul><li> has 147 local branches </li></ul>Confidential
    54. 54. Assessment and Impact <ul><li>People with different political ideas converged on this topic, using the same approach and proposing the same solution </li></ul><ul><li>We faced the total disruption of the standard communication form </li></ul>Confidential
    55. 55. BuzzDetector Recommendations <ul><li>Before launching a counter-attack, it’s wise to get the bigger picture: </li></ul><ul><ul><li>The issue was not only raised by left wing groups, but from the right wing, too </li></ul></ul><ul><li>Not all public opinion issues can be solved with marketing and PR: </li></ul><ul><ul><li>The lobbying activity was recommended to sort it out, as first step, at central and local levels </li></ul></ul><ul><li>Listen and answer with the correct tone: </li></ul><ul><ul><li>Only through listening you can understand the deep reasons that propel a movement </li></ul></ul><ul><ul><li>Don’t attack with litigation, foster an open dialogue </li></ul></ul>Confidential
    56. 56. <ul><li>Since 2007, Buzzdetector is monitoring the web and working on special web projects for Boehringer brand, Buscofen </li></ul>When did it all begun?
    57. 57. <ul><li>Buscofen is a fast acting remedy for menstrual pain </li></ul><ul><li>Based on Ibuprofen 200 </li></ul>Buscofen?
    58. 58. <ul><li>At the end of 2008, we worked along Red Cell Rome, Boehringer creative agency, to develop new form of communication. </li></ul><ul><li>Within the strategic monitoring activity, we found a couple of insights that we believed to be relevant for client communication and these insights were included in the selection of creative concepts </li></ul>Strategic monitoring
    59. 59. <ul><li>The two insights have a common root </li></ul><ul><li>Buscofen is THE remedy for menstrual pains </li></ul><ul><li>Tales of sleepless nights, mood and behaviour ups and downs </li></ul><ul><li>Most of the comments represent everyday life, written in plain language. </li></ul>Consumers’ insights
    60. 60. <ul><li>The first is in Mozartina 88’ blog </li></ul><ul><li>The blogger closed one of her post in this way: </li></ul><ul><li>“ Passerà Baby...è un momento di dolore come quando finisce l'effetto di Buscofen e non hai ancora preso una pastiglia nuova...pensalo così...vedrai che migliorerà!!!!” </li></ul><ul><li>(It will pass by..It’s like when the first Buscofen pill effect is gone and still you haven’t get another one…think about it…and it will be better soon) </li></ul>Consumers’ insight - Passerà Baby
    61. 61. <ul><li>Feature Claim Output </li></ul>Consumers’ insight - Passerà Baby It works It’s fast Non aggressive passerà Baby… it will be better soon It’s like when the first Buscofen pill effect is gone and still you haven’t get another one It works Pain between two pills goes away fast You can get more than one pill without any problem
    62. 62. <ul><li>In the blog Savethepellessa, the blogger talks about his interaction with friends and women </li></ul><ul><li>“ Ore e giorni...C'è un'atmosfera niente male nell'aria... </li></ul><ul><li>Vorrei dire subito che il ciclo mestruale è una punizione di dio all'uomo...nn alla donna... </li></ul><ul><li>Docili creature che spinte dal malessere fisico mutano in emissari demoniaci.. </li></ul><ul><li>Ma quanta pazienza bisogna avere... Vabbè la taglio qua anche se mi sarà consentito esprimer ancora una volta il mio amore per Il Buscofen…” </li></ul><ul><li>(Sweet creatures turned into evilish being! Well, may I express my love for Buscofen?) </li></ul>Consumers’ insight - San Buscofen
    63. 63. <ul><li>Feature Claim Output </li></ul>Consumers’ insight - San Buscofen It works Positive collateral effects Sweet creatures turned into evilish being! We must be patient. Anyway, let me express my love for Buscofen It drives back to their best our wife, girlfriends, fiancees
    64. 64. <ul><li>This is the result, a 30” TV spot </li></ul>Action - San Buscofen
    65. 65. <ul><li>Passerà Baby </li></ul><ul><li>Focus on product and its effect </li></ul><ul><li>More rational </li></ul><ul><li>More complicity between women </li></ul><ul><li>More adult </li></ul>Action - Concepts vis-à-vis San Buscofen More balanced between direct and collateral effects More ironic Complicity between men and women Younger Works better on non users