Buzzdetector Luiss Master In Communication

Conversation: New sources 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

Today
Buscofen: from monitoring from the new communication
SanPellegrino and tap water: from monitoring to the new society
Let go on control
Many or few: it doesn’t matter anymore
The future (or is it already here?)
Conversation: a human attitude
Conversation: new forms, new results
Questions? Ask for g.facchini@buzzdetector.com
Confidential Confidential

Two years ago, Buzzdetector did a presentation to the Boehringer management on its service of strategic monitoring.
We then begun to work on one of the main brand: Buscofen
When it all begun?

At the end of 2008, we worked along with the creative agency, Red Cell Rome, on new creative concepts for the 2009 campaign
Two out of four proposals came from concept spotted in the net by Buzzdetector
When it all begun?

The two insights have many in common
Buscofen = remedy against menstrual cycle pain
Full association of the remedy with the
Tales of painful nights, moment of uneasiness and discomfort
Scenes from everyday life, narrated with a common language
Consumers’ insight

The first insight comes from the blog of Mozartina 88
One of her post is closed with this quote:
“ Baby, the pain will pass away…like when the effect of the first Buscofen is ending and you still hadn’t get the next pill…things will get better soon”
Consumers’ insight - Passerà Baby

Consumers’ insight - Passerà Baby It works Quickly Smoothly Baby, the pain will pass away…things will get better soon like when the effect of the first Buscofen is ending and you still hadn’t get the next pill you still hadn’t get the next pill You’ll be better It quickly cover the pain You can get another pill whenever you want without problem

In another blog titled Savethepellessa, Antonio, the blogger, describe his relationship with friends, both men and women, and write with an ironic tone (with some female friends amused by the tale)
“ Days, hours…there’s a bad feeling around…
Let’s admit it that the menstrual cycle is a punishment to men.
Sweet souls turn into evilish creatures!! Well, it could be worse without a remedy so let me express my love for Buscofen”
Consumers’ insight - San Buscofen

Consumers’ insight - San Buscofen It works Collateral positive effect Sweet souls turn into evilish creatures!! Well, it could be worse without a remedy so let me express my love for Buscofen It brings our wives, fiancees, friends back to their human look

Passerà Baby
Focused on product and its direct response to pain
Down-to-earth
More female
Address to a grown up audience
Follow up - Comparing the insights San Buscofen Holistic approach Ironic Complicity between men and women Address to a younger target

The campaign selected is San Buscofen and it is currently aired on national TV.
Follow up

Strategic monitoring is an activity providing a wide range of insights :
-results, compared with internal source of knowledge may impact on the communication strategy off and online
-the higher the ability of self analysis of the client, the richer are the results
Established roles are subverted:
-the impact of the action taken depends upon the ability of the traditional agency to face new forms of communication without fear nor prejudice
What we have learned

Case history monitoring - Tap waters - July ‘07/January ‘08

The Challenge
The consumption of bottled mineral water, long considered a healthy habit, was characterized by some public thought leaders as environmentally irresponsible
These thought leaders presented tap water as an environmentally superior alternative
BuzzDetector was engaged to determine public sentiment by strategically monitoring the Web and the blogosphere from July 2007- January 2008

The Sip Heard ‘Round the World
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.
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.

The Impact: 11 July 2007 Confidential

The Impact: 11 July 2007
The aftermath: an average of 7 posts and comments per day
The peak: 35/40 posts per day
Total: More than 1,200 posts within 4 months
Confidential

Strategic Monitoring: BuzzDetector Is Engaged
BuzzDetector was engaged to begin a daily monitoring process of the event, and provide daily reports
Confidential

August 2, 2007: A Sample of Detected Activity Confidential

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. www.acquabenecomune.org

Consumers Propose Limits on Advertising
Altroconsumo, a consumers’ association magazine, supported a proposal to limit advertising of bottled water
One major brand threatened to sue the magazine, putting the brand in the line of fire
Confidential

YouTube Video
Naples Beppe Grillo’s Friends produced a two-minute animated video featuring two characters joking about the bottled water, subtlely promoting bottled water as a positive choice
84,000 people watched, downloaded and shared the video
Confidential

Assessment and Impact
While these numbers don’t compare with a prime-time television audience, they present a large number of active participants
People with different political ideas converged on this topic, using the same approach and proposing the same solution
We faced the total disruption of the standard communication form
Confidential

Assessment and Impact
Ladestra.info has 100 local branches
Acquabenecomune.org has 147 local branches
Confidential

What we have learned Better get the bigger picture: - the issue was not only raised by the left wing movements but from the right wing, too Not all issue can be solved with marketing and PR: - the lobbying activity was recommended to sort it out, as first step, at central and local level Listen and answer with the correct tone: - only through listening you can understand the deep reason that stay behind a movement - don’t send lawyers, send comments and thoughts

Let go on control… … .but do not relinquish command (Charlene Li - Altimeter)

Let go on control… Ah, if you don’t recognize them, I quit

Let go on control…

Let go on control… How high is the engagement level of this audience? Any company should die for fans like these, right? If video like this one should be removed for copyright infringement, what would be the reaction?

What we have learned Let them talk about you: - it means they are genuinely interested in your company, your brand Let them share contents: - maybe you can’t even imagine the benefit, today - music sharing has transformed the music industry, no matter how much the records companies try to avoid it

Many or few? It doesn’t matter anymore

Do You Know This Man? Confidential

You Should
He is Mr. Andrea D’Ambra
In 2006 he started a blog campaign
He was opposed to a new surcharge levied by Italian mobile phone companies
300,000 people signed a petition in support
The result?
The surcharge was repealed
Millions of euros in revenues lost by mobile phone companies
No one listened – until it was too late

Confidential Mr. D’Ambra’s campaign drew national attention – and marked the birth of Italy’s “Generazione Attiva”

His cost?
1.714.000.000 euros of missing revenue
(one billion seven hudred fourteen millions euro)

David vs Goliath with more powerful tools: - Social media give individual authors instant access to a larger audience than any traditional media Time is a factor: - don’t wait to be on influent blogs or in prime time, when you are done - listen carefully every single voice, even the smallest: you won’t regret it What we have learned

The future (or is it already here?)

The future (or is it already here?) David Armano, Dachis Group Logic + Emotion

Social business, what??? The future (or is it already here?)

We believe that organizations across the globe will begin to view “social media” as social business and when this happens, integration, scale and adoption will become complex issues which will only be solved through a purposeful act of coordinated activities built upon a solid strategic foundation (David Armano) Social business is the mean to create empathy between a corporation, a brand, a person and people and eventually turn people into customers (Gianandrea Facchini) Social Business: any business which is focused on optimizing both Social Capital and profit rather than just maximizing profit (Marc Dangeard) A Social Business is one that operates with a value system that strives to put people first by focusing on trust, credibility, openness, respect, dignity, revenues and profits equally, and uses social media to give everyone a voice to achieve those objectives (Lewis Green) The future (or is it already here?)

What we have are learneding The current economic system can no longer go ahead: - we need a massive and quick shift away from a financial system to a more balanced one New technologies can bring back the human factor within corporation: - the social web tools empower the human factor and its impact on the corporation ecosystem

Conversation: a human attitude

Words, words, words… Conversation is not born with the Web 2.0 It’s an ancient art Do you know who was the major interpreter of this art?

Ladies and gents, The Marquise de Rambouillet

What about today? Conversation is far more infrequent Tv programs with people argumenting deliver higher ratings But let’s ask for a question: Would you be happy to place your carefully nurtured brand in such a program?

What about today? Let’s get back to conversation: Valeria Maltoni, a.k.a. www.Conversationagent.com Excerpt from conversation collected by wendypiersall available on YouTube

Corporations must adapt and evolve: - if your customers are on line, you have to interact with them, to talk with them, to listen for them New technologies empower relationship: - we can be in touch in real time with people thousands of miles away What we have are learneding

Conversation: new forms, new results

Tools and results Scott Monty, Social Media head, Ford Twitter: @Scottmonty Excerpt from conversation collected by prarikhanson available on YouTube

Tools and results
Scott = Twitter
29.714 followers
29.419 following
15.571 update
Ford = Twitter

Tools and results Confidential Confidential

Tools available can be very effective: - use them and learn about them before exposing your company People are the key: - no tool will work for you What we have are learneding

Questions? Ask for to Gianandrea Facchini [email_address] or follow me on Twitter @gianandrea and on http://Bizandbuzz.Buzzdetector.com

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Buzzdetector Luiss Master In Communication

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Buzzdetector Luiss Master In Communication — Presentation Transcript