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Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Buzz	monitoring:	ge.ng	real		
and	growing	up	
Steve	Thomson,	UK	Managing	Director
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Does it really
drive sales?
What’s	the	real	impact	of	advocacy	&	
amplifica>on?	
What’s the impact
on brand health?


Which channels
are key?
TOO	MANY	UNKNOWNS
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Is	social	fully	understood	&	appreciated?	
Commercial	contribu>on	not	fully	measured	
	
Lack	of	trac>on	in	C-Suite,	with	metrics	not	understood	
	
Fragmented	measurement/listening
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Results	of	2014	market	mix	modeling	project	by	AnalyMc	Partners	for	the	Word	of	
Mouth	MarkeMng	AssociaMon.		
Sponsors	included:	AT&T,	Discovery,	Intuit,	Pepsico,	Weight	Watchers.	
Consumer	conversa>on	does	drive	ROI
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
But	‘social’	is	more	than	FB,	TwiTer,	blogs	
<
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
We	know	how	to	monitor	public	social	
But	offline	&	dark	social	conversaMon	is		
•  Bigger	
•  Growing	faster		
•  Very	different	
	
	
Focussing	on	the	visible	conversa>on	is	not	enough
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Online/public	
~21,000		
comments/week	in	public	social	
(excl	news	posts)	
~600k	–	4	million??		
Actual	impressions/week	
	
Bigger?	
Offline/private	
	
16%	
Of	GB	adults	record	an	offline	
conversaMon	in	a	typical	day	
69	million	
EsMmated	impressions/week	
	
	
Growing	faster	
thanks	to	IM
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
	
		
Different	
Triggers	&	moMvaMons				 	à		Real	world	experiences,	media	
	 	 	 	 	 	 	à 	Less	social	signalling	
	
LocaMon/context 	 	 	à		Broadcast	vs	inMmate/private	
	
People	 	 	 	 	 	à		Broader	parMcipaMon	offline,	
	 	 	 	 	 	 	 	 	with	people	you	know/trust	
	
	
Nature	of	differences	will	vary	by	category,	market,	audience
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
What	factors	drive	conversa>ons	offline?	
Visual	
triggers	Need	for	privacy	
Occasion,	
serendipity	
Media
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Brands	oaen	perform	differently	across	channels	
OFFLINE	PERFORMANCE	
ONLINE	PERFORMANCE	
Measuring	TotalSocial	Performance	
Offline	surveys	measuring	WOM	in	all	
forms	
+	
Online	social	listening/analy;cs	
350	
UK	
brands
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
StarMng	point:		idenMfy	some	common	dimensions/KPIs	
	
But	how	can	we	measure	&	compare	across	
hugely	different	channels?	
Offline	WoM	
Online	Social
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
10000
12000
14000
16000
18000
20000
22000
24000
26000
28000
40	
45	
50	
55	
60	
65	
70	
75	
80	
85	
Online	men>ons	
Projected	Impressions/
wk	(millions)	
Offline/Dark	 Online	Social	
Online	&	offline	trends	can	be	different	
Feb/Mar	dip	in	
volumes	not	
picked	up	online	
Xmas	spike	earlier	
online,	more	
sustained	offline
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Some	brands	are	‘social	misfits’
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
What	Can	Social	Misfits	Learn	From	One	Another?	
WOM	Mavens	(stronger	offline)	Social	Sirens	(stronger	online)	
Create	a	steady	stream	of	shareable	
content	–	not	just	occasional	hits	
	
Supply	“social	currency”	
	
Connect	with	everyday	online	
influencers,	not	just	celebs	
Leverage	day-to-day	presence	&	
relevance	
	
Have	a	memorable	messages	that	are	
easy	to	share	offline	
	
Use	all	types	of	media	to	trigger	
conversaMons	
	
CulMvate	a	base	of	advocates
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Drive	online/social	conversaMon?				à	 	Narrow	&	unambiMous	
Ac;vate	all	social	channels 		
	
	
	
Ac>va>on	as	well	as	measurement	
Possibly	closer	
to	50/50	for	
smaller/niche	
brands
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Many	Opportuni>es	to	Improve	Social	Presence	
CRM	
AdverMsing	
Public		
RelaMons	
Digital		
WOM		
Leverage	Points	
WOM	&		
Advocacy	
Outcome	
$
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
People	live	their	lives	online	&	offline	&	the	lines	are	blurring	
	
Digital’s	role	in	social	is	not	fully	understood	
Triggers	&	influences	
	
Digital	content	influences	offline	WOM	
	
	
~20%	of	offline	conversaMons	
•  	 higher	for	travel,	tech,	kids	
	
	
Outcomes	
	
Search	&	web	visits	are	frequent	
outcomes	from	offline	WOM	
	
Real	Mme	or	later
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
The	impact	of	social	forces	on	brands	is	huge.		But	what	is	‘social’?	
	
	
	
Time	for	social	to	get	real	
Measure	&	ac>vate	it	all,	not	just	the	convenient
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Thank	You
Buzz	monitoring:	ge.ng	real	and	growing	up	
Steve	Thomson,	Engagement	Labs	
Festival of
#NewMR 2017
	
	
Q	&	A	
Steve	Thomson	
Engagement	Labs	
Bepy	Adamou	
Research	Through	Gaming

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