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Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-source Product Feedback

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  • If you think that a good monitoring system can’t scout something embarassing about your past, you are wrong. At least, we should know it. So try to imagine my shock when this former colleague of mine, Roberto Venturini, one of the best web marketing consultant around, drop me a note with a pic attached saying ”gonna write a note on Fb about Cyberio”
  • It was 1995 we both were working in BBDO and launched Cyberio an experimental service run by one account and one media. We did not go far with it but we put down roots for a bright future in the cyberspace. At that time, there were newsgroup, BBS, dial up connection at 56k, no webcam or voice service and people spending time on line were expected to be alienated soon by humanity. Thanks God it did not happen and technology not only did not turned us to be alienate but played a crucial role in revamping conversation.
  • Conversation and men were born together. There are several ways to have a conversation: the chat in a bar, formal conversation, exchange of information, between friends, some gossip, too.
  • If we are able to listen and to understand, our ability to learn and to get a wider knowledge is expected to grow limitless. Well, we all know that knowledge is power.
  • Since the very beginning, conversation and its places were center of power: cultural, political, economic. Wherever there was a conversation, thoughts and ideas flow copious. The Chambre bleue was the one of a kind. And at that time, too, there was a question to be resolved: how to measure the influence of the conversation? How powerful was its place? Maybe the number of lovers of Madame or her ability to influence the King?
  • Today, as it was three centuries ago, the problem of the metrics is crucial and the toughest one to be solved. In my opinion now is far worst, probably, because after decades of standardized tools, all of a sudden, corporations and agencies are forced to find their own metrics. And who’s going to validate them if not the day by day experience? And how to sell them to the board? How to measure the success? The number of lovers for your brand? The ability to influence the king of today: the client?
  • And how to shift from quantitative metrics to qualitative metrics?
  • We all have to take a decision: should we refer to this world with the same old semantic or better begin to use a more human approach? The SunTzu military language used in the MBA or something more related to a world of conversation?
  • We strongly believe that the most complex task to accomplish is the ability to listen for and to understand. A task that can’t be appointed to algorithms. To read and to understand what written and said is still something for the human mind. Demanding? Yes. Stressful? Maybe. But results are still outstanding. Algorithms are fine for the first selection and for the graphic output but when it comes the time of the interpretation and the categorization, I’m not so confident yet.
  • This is the reason why of our approach called the human touch.
  • Our monitoring platform and the data analysis process are built on this assumption
  • Our editors are skilled in reading and understading people’s voices Conversations are made of nuances
  • What I’m talking about today , is a case study where the human touch approach plays a critical role. Since 2007, Buzzdetector is monitoring the web and working on special web projects for Boehringer lead brand, Buscofen, Ibuprofen 200 based OTC remedy for menstrual pain
  • When preparing a social media strategy some rules are just the same of any other marketing strategy. To identify the right people to address and the right tone to communicate with are basic yet crucial principles. Social media monitoring can play a great role in this, helping in: 1) understand who's speaking about you 2) what is said 3) your strenght and the weakness In each of the above, knowing unfiltered thoughts is invaluable. Along with the creative agency, the new concept was delivered for a test and gave great results. Rather interestingly it proved to work in pushing trials and recluting new customers.
  • Tales of sleepless nights, mood and behaviour ups and downs Most of the comments represent everyday life, written in plain language.
  • This is the way women talk to women. Even if the copy is rather unusual, the insight is definitely less radical.
  • men too are talking about the product with a lateral and fresh perspective. Here we break a taboo and we enter in a danger zone…but the freshness and the tone of the copy suggest an empathic environment
  • The three key plus of the product are ranked in the first three positions and the total appreciation of the copy is by far the best.
  • The three key plus of the product are ranked in the first three positions and the total appreciation of the copy is by far the best.
  • The three key plus of the product are ranked in the first three positions and the total appreciation of the copy is by far the best.
  • The 30” TV spot
  • Let’s talk about business, now. The result in term of sales are pretty good and consider that adv was the only activity put in place by Boehringer: distribution remained the same, no cut price. Within the first flight of adv, two weeks, sales were up of 20% The average increase in sales was 7% Awareness Women 25/40 almost doubled
  • Let’s talk about business, now. The result in term of sales are pretty good and consider that adv was the only activity put in place by Boehringer: distribution remained the same, no cut price. Within the first flight of adv, two weeks, sales were up of 20% The average increase in sales was 7% Awareness Women 25/40 almost doubled
  • Let’s talk about business, now. The result in term of sales are pretty good and consider that adv was the only activity put in place by Boehringer: distribution remained the same, no cut price. Within the first flight of adv, two weeks, sales were up of 20% The average increase in sales was 7% Awareness Women 25/40 almost doubled

Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-source Product Feedback Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-source Product Feedback Presentation Transcript

  • Case study Boehringer Buscofen creative crowdsourcing monitoraggio business intelligence resources communication SMS Twitter Facebook purchase influence social networking brand reputation You Tube Web 2.0 review online monitoraggio business intelligence resources communication SMS Twitter Facebook purchase influence social networking brand reputation You Tube Web 2.0 review online codice a barre
  • Ehm!
  • Conversation: is there anything more human?
  • From conversation to knowledge and
  • Madame de Raimboullet and her Chambre Bleue
  • The most challenging goal for corporations? Metrics
  • How much a conversation between friends costs? Or what is its value?
    • Target or People
    • Consumers or Clients
    • Roi or Benefits
    ?
  • Conversation is human so it has to be the listening and not driven by algorithms
  • www.gr8balls.blogspot.com The human touch
  • @Buzzdetector we believe in the human factor
  • www.triggerandfreewheel.com Conversations are made of nuances
  •  
  •  
  • Consumers’ insights Buscofen is THE remedy for menstrual pains Photo: Gayle_T from Flickr
    • Baby, it will pass by..It’s like when the first Buscofen pill effect is gone and still you haven’t got another one…think about it…and you’ll get better soon
    • Mozartina 88
    Consumers’ insight - Passerà Baby
    • Feature Claim Output
    Consumers’ insight - Passerà Baby It works It’s fast Non aggressive passerà Baby… it will get 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
    • “ Days and nights…Be honest, the menstrual cycle is God’s revenge on men
    • Sweet creatures turned into evilish being…Must be stoical! Well, may I express once more my love for Buscofen?
    • Antonio Savethepellessa
    Consumers’ insight - San Buscofen
    • Feature Claim Output
    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
    • Passerà Baby
    • Focus on product and its effect
    • More rational
    • Empathy between women and women
    Action - Concepts vis-à-vis San Buscofen More balanced between direct and collateral effects More ironic Empathy between men and women Works fine on non users
  • The test result San Buscofen vs. other copy Clear proposition + 19%
  • The test result San Buscofen vs. other copy Clear proposition + 19% It works + 17%
  • The test result San Buscofen vs. other copy Clear proposition + 19% It works + 17% Fast acting + 19%
  •  
    • + 20%
    Business facts Within the first flight of adv, two weeks, sales were up
    • + 20%
    Business facts The average increase in sales + 7%
    • + 20%
    Business facts Awareness Women 25/40 + 7% +100%