Keynote Speaker: Florian Haarhaus, Germany


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"Evaluate and inform your marketing based on real social insight"
Including case study from Deutsche Bahn (German Railways)

Florian Haarhaus was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here:

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Keynote Speaker: Florian Haarhaus, Germany

  1. 1. Social Media MonitoringKey Lessons Learned <br />Munich April 2011<br />Florian Haarhaus<br />Regional Director DACH<br /><br />
  2. 2. Agenda<br />Quick Intro, what do we do?<br />Deutsche Bahn Case<br />Lessons learned<br />Project shape<br />Content<br />Q&A<br />Total: Approx 30 Minutes<br />
  3. 3. SM2<br />Internationales Social Media Monitoring Tool:<br /><ul><li> 4 Year History
  4. 4. 30 Languages
  5. 5. Over 13 Bn entries with up to 34 metadata each</li></li></ul><li>To help Companies Incorporate social into their business strategy and answer the 5Ws<br /><ul><li>Who is talking about us:
  6. 6. Demographics (general)
  7. 7. Opinion leaders (specific)
  8. 8. Where are they talking about us (channel & media analysis
  9. 9. What are they saying: Key themes & sentiment
  10. 10. Why are they saying this: Themes and triggers
  11. 11. When are they saying this: time series analysis, event mapping</li></ul>Daily Volume<br />Share of Voice<br />Influencers and top authors<br />Influencer Reach <br />Demographics<br />Key Themes<br />Sentiment Analysis<br />
  12. 12. Question: What type of business is yours?<br />B2C<br />B2B<br />Agency<br />Consultancy<br />Freelancer<br />Other<br />
  13. 13. Experience based on:<br />Approximately 30+ social media monitoring and insight projects<br />Mostly B2C<br />National and International<br />
  14. 14. Deutsche Bahn Chefticket<br /><ul><li> Limited time offer for v. cheap tickets
  15. 15. Facebook and Youtube</li></li></ul><li>Where are they talking?<br />
  16. 16. Who is talking<br />
  17. 17.
  18. 18. Sentiment:<br />Overall Sentiment<br />NPS = 0.96<br />
  19. 19. What are they saying<br />
  20. 20. Sentiment among industry experts:<br />NPS = 0,3<br />Agencies & Consultants<br />
  21. 21. Sentiment among consumers (small sample):<br />NPS = 3,75<br />Consumers<br />
  22. 22. Lesson 1:<br />We need to dig below the surface<br />….and be cautious of the social media experts<br />
  23. 23. 2009<br />SMM<br />eMail<br />Social<br />Print<br />Online<br />CRM<br />Lesson 2: Strategic value is growing<br />
  24. 24. 2010<br />Social Insights:<br />Actionable, new realtime insights to optimise online AND off line marketing strategies –> agile marketing<br />SMM<br />eMail<br />Social<br />Print<br />Online<br />CRM<br />Social Media Engagement & Integration<br />
  25. 25. 2011<br />
  26. 26. Lesson 3:<br />Due to demand in quality and accuracy consulting component is increasing dramatically<br />Qualitative analysis<br />Sentiment grading<br />Translation <br />Consulting Investment<br />Tool Investment<br />2009<br />2010<br />2011<br />€10.000<br />€50.000<br />€200.000<br />
  27. 27. Lesson 4. Social Media does not equal only Facebook and Twitter<br />Much of the current Social Media Marketing is focussed on Facebook and Twitter<br />Some Good<br />Some not so Good<br />
  28. 28. Question: If you were interested in buying a 3D TV, where would you go to get initial information:<br />A single brands website<br />The top ranking HiFi / TV Forum (via Google)<br />A mainstream review site, like Amazon or Gute Frage<br />A single brands facebook fansite<br />A Retail outlet<br />
  29. 29. ….however our studies show repeatetly that this is not where consumers go to inform purchase decisions<br /><br />
  30. 30. Lesson 5.<br />The customer doesn´t always know what he wants<br />„We don´t know what we don´t know……we just know that we need to know…“<br />
  31. 31. To Summarise<br />Still early days, even large projects ill defined, but that´s OK, we don´t know what we don´t know.<br />Growing from tactical campaign support to strategic business tool – with online as well as off line implications<br />Find existing communities as well as create your own and stay engaged with the consumer<br />Dig below the surface to find the real nuggets of insight<br />
  32. 32. Q & A<br />Contact:<br /><br /><br /><br />Twitter: @fhaarhaus<br />11:05 GMT / 12:05 CET<br />With 12 Billion stored Conversations, sentiment analysis in 25+ languages and 40 million new conversations per day, Alterian SM2 is one of the leading international social media monitoring tools.In this live presentation ChristophCuquemel will show you how, using the fiercely competitive German Automobile market, social media monitoring can be used for competitive analysis. Here we will analyse 4 luxury car brands to determine share of voice, sentiment and influencers.<br />