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003 Content Wavemaker

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Content Wavemaker enables brands to create compelling and engaging content through the discovery of socially-driven trends. By tapping into the power of social media, brands can uncover breaking news, analyze and verify sources, create multichannel content, publish directly to managed platforms, and measure the results.

Published in: Social Media, Technology, Business
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003 Content Wavemaker

  1. 1. Content Wavemaker
  2. 2. Radar unleashes the power of social media and customer data to provide insights and intelligence for businesses. W H A T I S R A D A R
  3. 3. R A D A R S E R V I C E S – H O W T O M A K E M A R K E T I N G S T R O N G E R 001 Campaign Navigator 002 Brand Deep Dive 003 Content Wavemaker 004 Engagement Solutions Pinpoint how your business is performing according real consumer insights Recommendation of a series of activities to achieve market growth Develop content (films, videos, infotainment) for your brand to stand out Create a repertoire of solutions to stimulate desired consumer behavior/response
  4. 4. A L L D R I V E N B Y D A T A While our core competency is in social data, another of our key strengths is our ability to blend social data with other sources to gain deeper insights. The largest available database of consumer behavior. For example, consumers may not talk about more private things openly but they will search for it. This is a strong indicator of interest and intent. Search How consumers interact with branded websites, apps, Facebook pages etc. For example, consumers may not talk about price because it makes them look cheap but they will click on that discount button. Owned Digital Analytics Traditional research techniques reveal the implicit opinions and beliefs of consumers which complements the explicit voice of social conversations. Focus Groups & Panels Purchase behavior is the ultimate measure and indicator. Looking at transactions in isolation only informs the outcome. Blending it with other data can inform intention and preferences. Transactional
  5. 5. I N D E P E N D E N T O R H O L I S T I C Campaign Navigator Brand Deep Dive Content Wavemaker Engagement Solutions
  6. 6. Content Wavemaker Content Wavemaker enables brands to create compelling and engaging content through the discovery of socially-driven trends. By tapping into the power of social media, brands can uncover breaking news, analyze and verify sources, create multichannel content, publish directly to managed platforms, and measure the results.
  7. 7. Content Wavemaker process
  8. 8. Discover Analyze Create Publish Measure Monitor the social media to discover news from the noise. Dig deep and uncover trends, sources, details, and the truth behind the news. Create ready to go content from news stories and infographics to videos and radio segments. Publish directly through managed platforms. Publish directly through managed platforms. Services Services Services Services Services Social Media Monitoring News / Source Verification Copy / Editorial Writing Managed Web CMS Analytics Tracking Online Polls / Surveys Quantitative Analysis Art Direction Managed Social (FB, Twitter) Measurement Reporting Qualitative Analysis Video Production Managed EDMs Search Engine Optimization Audio Production Engagement Planning Content Optimization Tools Tools Tools Tools Tools Radian6 SPSS (Statistical Modeling) Tableau (Data Visualization) CMS (Web) Google Analytics Brandtology Social Express Never.no (TV) Facebook Analytics Hootsuite (Social) Outputs Outputs Story Angles Outputs Output Relevant Conversation Data Story Angles Production Scripts Published Content Measurement Reports Trending Topics & Conversations Production Scripts Quantitative Insights Engagement Calendar Measurement Dashboards Quantitative Insights Qualitative Insights Engagement  Best Practies Recommendations Qualitative Insights Story Angles Price Price Price Price Price Starting from US$3,000/month Starting from US$5,000/month Starting from US$8,000/month Starting from US$5,000/month Starting from US$3,000/month 003 Content Wavemaker
  9. 9. Content Wavemaker T H I N K L I K E P U B L I S H E R S
  10. 10. Content Wavemaker + How Radar helps a TV station develop social news content “Since day one, VoicesTODAY has been a showcase for views posted on the social media, Radar enabled us to take an even greater leap towards incorporating social opinions and sentiment more systematically into our analysis of issues. Radar’s ability to analyse data, uncover trends, and produce visually stunning and creative infographics within the constraints of our weekly production cycle is simply amazing.” Yvonne Lim Executive Producer, VoicesToday MediaCorp
  11. 11. Client Issue MediaCorp wanted to enhance its VoicesTODAY program by demonstrating they had their “finger on the pulse” of what is currently culturally topical and to use that insight to create engaging content. Approach Fast weekly turnaround of social story angles and TV and web content generation based on social insight analysis and consumer surveys.
  12. 12. Live Social Dashboard Newspaper Column Data Input Live Poll Social Insights Video of Expert Opinion Custom Made Infographics for TV & Web CONTENT OUTPUTS
  13. 13. Season 3, Episode 1 A ban on drinking in public? Season 3, Episode 2 Is xenophobia a growing problem? Season 3, Episode 3 Higher fares - but better service? Season 3, Episode 3 Higher fares - but better service? Season 3, Episode 5 Can we do even more for our pioneers? Season 3, Episode 6 Singapore at 50: Does our past matter? Season 3, Episode 7 Do higher cigarette taxes work? Season 3, Episode 9 Drought and haze: Is this the future? CONTENT OUTPUTS
  14. 14. Discuss Topic for Upcoming Show Scrape Social Media for Conversations Analyze Conversations for Trends & Themes Develop Infographics Go Live on TV and Web Summary in Newspaper Producer will share the topic for the next show from a news point of view. We provide an angle from a social media point of view. Using tools such as Radian6, we scrape the social media for conversations based on keywords. All conversations are sampled and analysed quantitatively and qualitatively to identify key trends and themes. The data that tells the stories are then created into infographics that are TV and Web ready. Infographics are used on live TV and on the Website. The poll results and a summary of the discussion is published in the TODAY paper on Saturday. Friday Monday Tuesday Wednesday Thursday Friday PROCESS Due to the nature of the weekly show, the process needed to fit a perfect schedule and immediately repeat.
  15. 15. The Social Newsroom integrates directly into an existing newsroom process ensuring journalistic integrity with no disruption to existing business processes. I N T E G R A T I O N W I T H T H E T R A D I T I O N A L N E W S R O O M
  16. 16. Skills to Transfer Example Programme Social media listening & tools 3 day attachment to The Social Newsroom Team Data journalism & research methodology 2 day attachment to The Social Newsroom Team Project management & creative development 2 day attachment to Project Management & Creative Team The Social Newsroom is completely transferable for organizations than want to bring the expertise in-house. We provide hands- on transfer of all processes, skillsets, and best practices. Upon successful transfer, DDB can provide ongoing consultation and and creative support. K N O W L E D G E T R A N S F E R
  17. 17. Since day one, VoicesTODAY has been a showcase for views posted on the social media, Radar enabled us to take an even greater leap towards incorporating social opinions and sentiment more systematically into our analysis of issues. Radar’s ability to analyse data, uncover trends, and produce visually stunning and creative infographics within the constraints of our weekly production cycle is simply amazing. Yvonne Lim Executive Producer, VoicesToday MediaCorp RESULTS
  18. 18. Radar delivered over 252,000 page views and generated over S$230,000 worth of earned media and PR value. +Content Wavemaker
  19. 19. Client Issue Brandtology wanted to raise the awareness and profile of its social media monitoring service Radar Approach To showcase its prowess in a dramatic way. We leveraged the the Singapore General Elections (GE) 2011. We leveraged Brandtology’s real-time social sentiment data to present the world with Singapore’s “national emotional barometer”
  20. 20. Radar helping NEA to manage Dengue outbreak +Content Wavemaker
  21. 21. Client Issue In the midst of an unprecedented dengue epidemic, NEA faced the challenge of engaging Singaporeans to put up their own prevention efforts. With a 360 campaign in place focusing on the 5-step ‘mozzie wipeout’, NEA needed real- time insights on public perceptions and campaign performance for regular communications development. Radar Approach Weekly consumer insight reports with recommendations to optimize communications and activities “in situ” e.g. community management posts, house visits, FB app. 1444# 83# 169# 274# 92# 437# 850# 116# 134# 274# 50# 496#600# 26# 29# 194# 13# 381# 544# 21# 27# 153# 19# 278# 0# 500# 1000# 1500# 2000# Dengue# Awareness# Campaign# Awareness# Awareness# of#NEA#Role# Vigilance# AcBve# PrevenBon# Personal# Experience# Volume'of'Conversa/ons' ' Dengue'Journey'Stages' 6/22#G#6/28# 6/29#G#7/5# 7/8#G#7/12# 7/13#G#7/19#
  22. 22. S O L U T I O N S U M M A R Y 001 Campaign Navigator 002 Brand Deep Dive 003 Content Wavemaker 004 Engagement Solutions Key targets: DDB clients, for regular reporting or for single use e.g. planning an upcoming campaign. Prospects, for pitches and new business opps Key targets: Best for pitches and clients with demanding competitive challenges at brand, product and customer experience levels. Key targets: Ideal for TV, print and online news broadcasters. Clients who need high volume of online content. Key targets: Clients who need break through digital engagement solutions
  23. 23. Team Carlos Palacios Regional Strategy Director Benjamin Koe Consulting Director Yang Yang Consulting Manager Cheryl Ong Digital Strategist Alexis Cheong Strategy Planner

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