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Steve Thomson Festival of NewMR 2017

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Conversation listening grows up: great insights can come from understanding what consumers say about brands and products, and how they say it. But social listening has grown up, and we know now that we need to understand context and channel and measure all forms of conversation if we want to measure the impact of buzz and word-of-mouth. We’ll explore how to sit public social measures alongside offline and dark social trends, and highlight the dangers of single-channel analysis.

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Steve Thomson Festival of NewMR 2017

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Buzz monitoring: ge.ng real and growing up Steve Thomson, Engagement Labs Festival of #NewMR 2017 But ‘social’ is more than FB, TwiTer, blogs <
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Buzz monitoring: ge.ng real and growing up Steve Thomson, Engagement Labs Festival of #NewMR 2017 Some brands are ‘social misfits’
  14. 14. 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
  15. 15. 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
  16. 16. 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 $
  17. 17. 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
  18. 18. 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
  19. 19. Buzz monitoring: ge.ng real and growing up Steve Thomson, Engagement Labs Festival of #NewMR 2017 Thank You
  20. 20. 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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