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Research, analytics and planning consultancy from Publicis Groupe’s VivaKi Draw rich insights from world class capabilitie...
How can  listening  inspire and scale  big marketing platform ideas? Our angle in this conversation
We found a recent white paper provocative Searching for Customer Insight in Online Social Media, Communispace  © 2008; DM ...
Big “listening” issues for us right now What you listen for How you listen <ul><li>Qualitative  vs . quantitative </li></u...
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Ignition Point Presentation

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Please note this is not my presentation. I got it from http://digitalhive.blogs.com/ and I think its a pretty cool way of working and truely driving consumer information from social media into the marketing thinking

Published in: Business, Technology
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Transcript of "Ignition Point Presentation"

  1. 2. Research, analytics and planning consultancy from Publicis Groupe’s VivaKi Draw rich insights from world class capabilities of Publicis Groupe in research, analytics and planning Synthesize insight from across channels and sources to develop a holistic view of the customer from the perspectives of brand, media and behavior Partner with media and creative agencies to translate insights into big marketing platform ideas that help clients grow Renaissance planning is the new account planning What is Ignition Point?
  2. 3. How can listening inspire and scale big marketing platform ideas? Our angle in this conversation
  3. 4. We found a recent white paper provocative Searching for Customer Insight in Online Social Media, Communispace © 2008; DM News article about the community is here Large public social networks/ forums Passively mining the web Interacting with consumers in private online communities <ul><li>Low response speed & volume </li></ul><ul><li>High posting volume </li></ul><ul><li>High level insight into brand perceptions </li></ul><ul><li>Identify trends/keywords/ behaviors </li></ul><ul><li>High volume of focused responses in short period </li></ul><ul><li>Very rich insight into how brands & programs are perceived </li></ul><ul><li>Also, how consumers feel and make decisions </li></ul>
  4. 5. Big “listening” issues for us right now What you listen for How you listen <ul><li>Qualitative vs . quantitative </li></ul><ul><li>Rational vs . emotional </li></ul><ul><li>What about offline? </li></ul><ul><li>Just watch what’s already happening </li></ul><ul><li>Engage with consumers 1:1 </li></ul><ul><li>Facilitate consumer:consumer engagement </li></ul><ul><li>Continuous listening </li></ul><ul><li>“ Projectizing” </li></ul><ul><li>One size fits all tools </li></ul><ul><li>Application to specific marketing tasks </li></ul>Why you listen <ul><li>Look in the rearview mirror </li></ul><ul><li>Inform the marketing </li></ul><ul><li>Be the marketing – listening is the marketing! </li></ul>
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