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?

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 News article about the community is here Large public social networks/ forums Passively mining the web Interacting with consumers in private online communities Low response speed & volume High posting volume High level insight into brand perceptions Identify trends/keywords/ behaviors High volume of focused responses in short period Very rich insight into how brands & programs are perceived Also, how consumers feel and make decisions

Low response speed & volume

High posting volume

High level insight into brand perceptions

Identify trends/keywords/ behaviors

High volume of focused responses in short period

Very rich insight into how brands & programs are perceived

Also, how consumers feel and make decisions

Big “listening” issues for us right now What you listen for How you listen Qualitative vs . quantitative Rational vs . emotional What about offline? Just watch what’s already happening Engage with consumers 1:1 Facilitate consumer:consumer engagement Continuous listening “ Projectizing” One size fits all tools Application to specific marketing tasks Why you listen Look in the rearview mirror Inform the marketing Be the marketing – listening is the marketing!

Qualitative vs . quantitative

Rational vs . emotional

What about offline?

Just watch what’s already happening

Engage with consumers 1:1

Facilitate consumer:consumer engagement

Continuous listening

“ Projectizing”

One size fits all tools

Application to specific marketing tasks

Look in the rearview mirror

Inform the marketing

Be the marketing – listening is the marketing!