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Attentio Mobile Business Case

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How online conversations are impacting the mobile industry

Published in: Business, Technology
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Attentio Mobile Business Case

  1. 1. A Mobile business case
  2. 2. Agenda <ul><li>Why care about Word of Mouth & Social Media </li></ul><ul><li>Word of Mouth in the mobile industry </li></ul><ul><li>Findings of a European business case </li></ul>
  3. 3. Review sites, forums, blogs In other words… Social Media
  4. 4. Agenda <ul><li>Why care about Word of Mouth & Social Media </li></ul><ul><li>Word of Mouth in the mobile industry </li></ul><ul><li>Findings of a European business case </li></ul>
  5. 5. Who?
  6. 6. What? What?
  7. 7. How?
  8. 8. How: Tight communities around mobile topics Relationship Map of a Sample Tight Knit Community’s Top Posters Source: The Talk about phones, CIC white paper
  9. 9. Agenda <ul><li>Why care about Word of Mouth & Social Media </li></ul><ul><li>Word of Mouth in the mobile industry </li></ul><ul><li>Findings of a European business case </li></ul>
  10. 10. <ul><li>Where:The Netherlands </li></ul><ul><li>When: 6 months (2007) </li></ul><ul><li>What: </li></ul><ul><ul><li>Dutch buzz </li></ul></ul><ul><ul><li>Analyse top 4 mobile phone brands buzz to understand: </li></ul></ul><ul><ul><li>Most discussed issues & features of mobile phones </li></ul></ul><ul><ul><li>Competitive information </li></ul></ul><ul><ul><ul><li>Relative brand positioning </li></ul></ul></ul><ul><ul><ul><li>Topics and brands </li></ul></ul></ul><ul><ul><li>Clarify buzz & sales connection </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>Sentiment around brands </li></ul></ul>Client case: objectives
  11. 11. Mobile buzz….
  12. 12. Monitoring Social Media The buzz in perspective
  13. 13. Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Monitoring Social Media Sentiment insights
  14. 14. Monitoring Social Media Brand profiles
  15. 15. Buzz & Sales the connection
  16. 16. <ul><li>People TRUST the online opinions of other people </li></ul><ul><li>Companies can listen and monitor what is being said </li></ul><ul><li>Brands are shaping their communications strategies on the basis of Word of Mouth </li></ul><ul><li>WOM also impacts other areas: customer care, web content management, crisis management,.. </li></ul><ul><li>Do not assume they do not talk about your brands, products or markets - check </li></ul><ul><li>Often sales are connected to buzz & can even be predicted </li></ul>Monitoring Social Media Conclusions
  17. 17. <ul><li>Thank you! </li></ul>

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