These days campaigns exploit the plethora of choices afforded by digital. This schematic sums up the options well, sometimes the brand is still in control and is still very much pushing things at the consumer, sometimes it is all about dialogue and building relationships by nurturing open and collaborative discussion, with the consumer in control of the agenda and how they interact with the brand. Of course campaigns need to flexible and work across all dimensions, which means that fundamentally a great idea founded in a powerful consumer insight that connects brands to consumer needs and motivations is still paramount.
Q. Which of the following would make you forward a video? Base: Males (784), Females (789)
Really important to mention brand buzz tracking. We see it as a key part of our offer We know you’ve already got something in place but we think our offer is not only more comprehensive but, dare I say it, more attractive too! Small text in corner = Radian6 = world’s leading independent provider of buzz tracking So what can it do to help us? Remember this is about helping us understand what’s going on out there in the digital sphere and helping us bring context to the broader tracker data Volume of content by brand Source of content (type of website) Monitor this over time You can see key influencers if you really want that level of granularity (most influential tweeters, news blogs, tech blogs) Can view the actual blog posts, tweets, public facebook comments so we can assess the sentiment (positive or negative) Important to say that YOU have access to this in real time! 5 minute updates! Speed comes thorough loud and clear in the RFP and this is going to help immensely on that front Early warning system for any issues (e.g PR wins or disasters for you or competitors!) What you get = an option for monthly reporting Otherwise we’ll be integrating the knowledge that comes out of here into quarterly debriefs! New topics can be added to the list and we can search and break the data down by any level
All the while: 1.2 m views of anti-Nestle Greenpeace views 95k Nestle fans see Facebook storm News media take story national and global http://www.slideshare.net/jimkacz/nestles-social-media-disaster-2010
Posh, stingy, horrible, yummy, awesome.......this is how people speak....
6. There are new (better) ways to build relationships
7. It’s no longer about shouting theloudest
8. We were the greatest marketer of the But if we are to be the best of the 21st 20th century because we were the century, it will be because we are the loudest shouters. best listeners. A.G.Lafley, CEO, P&G,