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The Social Web and the Brand
29th November 2007

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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

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Some Customers

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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.

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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

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Social networks
• The web fulfils its potential - relationships develop. burgeon,
divide online. The social network becomes a platform

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What about brands?
• By understanding the network brands can turn defence
(customer service response) into offence (marketing
initiatives)

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What do my customers think about me?

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Who are the influencers?
Influential on global warming
Summer 2006

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How can I set the agenda?

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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.

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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

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Case study - Wispa
• Thanks to our product, Cadbury established that there was
a demand … and brought back a much-loved brand

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Rewarding moments

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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

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Contact
• mark.rogers@marketsentinel.com
• +44 20 7793 1575 (t); +44 7866 369181 (m)