Mark Rogers Social Media Presentation 29 Nov 2007
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Mark Rogers Social Media Presentation 29 Nov 2007

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Mark Rogers Social Media Presentation 29 Nov 2007 Mark Rogers Social Media Presentation 29 Nov 2007 Presentation Transcript

  • This watermark does not appear in the registered version - http://www.clicktoconvert.com The Social Web and the Brand 29th November 2007
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Market Sentinel • Leading supplier of blog and web monitoring services to UK and international blue chip customers • Unique technology identifies the crucial sources that companies and communicators should monitor in order to take business decisions • Stakeholder Analysis - Identify the key authorities that influence your brand or lead public opinion on an issue • Net Promoters Index - Benchmark topic or brand for public approval, identifying specific positives and negatives • Live Buzz – Online Dashboard delivering commentary by brand, with topic & sentiment analysis from Social Media & Mainstream media; Live notification; monthly digests of web conversation (Issues & Opportunities) • Helps marketing, communications and customer service professionals achieve measurable ROI outcomes
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Some Customers
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Live Web • Websites now reflect changes as they happen through syndication. This allows applications as varied as Twitter (linking breakfasters in San Francisco with clubbers in Guangzhou) and YouTube (new content and live response) to syndicate their content globally.
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Human web • (aka web 2.0) People who have no coding skills can create mash-ups, mixing and matching elements of different applications from google maps to Last FM
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Social networks • The web fulfils its potential - relationships develop. burgeon, divide online. The social network becomes a platform
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com What about brands? • By understanding the network brands can turn defence (customer service response) into offence (marketing initiatives)
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com What do my customers think about me?
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Who are the influencers? Influential on global warming Summer 2006
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com How can I set the agenda?
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com New demographics – the web of passion • Brands don’t have to make guesses about the demographics of their customers driven by complicated assumptions about age, class, profession and geography • Instead they can make decisions about passions, driven by what people are actually saying about what they are getting out of the product.
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Case study - Avis Approval Ratio Sep 06 - Aug 07 Avis and Hertz 60 52 52 50 47 42 42 41 40 39 36 36 36 Approval Ratio 35 35 35 31 Avis 31 30 30 30 Hertz 24 22 21 20 17 16 10 8 8 0 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Month Monitoring changed the product, customer service opened a dialogue with the customer, driving marketing gains
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Case study - Wispa • Thanks to our product, Cadbury established that there was a demand … and brought back a much-loved brand
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Rewarding moments
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Advertising as content • YouTube – over 350 postings of video (including tributes, spoofs, mash-ups and remixes) • 4 most viewed postings on YouTube have combined total of 3.3 million views and nearly 6,000 comments • Facebook – around 80 groups with connection to drumming gorilla video, with almost 24,000 members in total across most popular 3 groups and combined membership in total of around 50,000 • Number of mentions/week of Cadbury in new blog posts up almost 100% vs period before Gorilla advert launch • Number of message board posts about Drumming Gorilla, In the Air Tonight, Cadbury etc. in tens of 000s • Commentary is almost 100% positive
  • This watermark does not appear in the registered version - http://www.clicktoconvert.com Contact • mark.rogers@marketsentinel.com • +44 20 7793 1575 (t); +44 7866 369181 (m)