New Media Attentio Professional Buzz Monitoring (Tin180 Com)


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  • 66% of companies that state that Social Media is very important or somewhat important for their company. Source: University of Massachusetts Dorsmouth 50% UK and US executives planning to buy a produce or service based on word of mouth. Source: Keller Fay 93% of consumers identify WOM as the best, most reliable source of information about ideas, and information on products and services. Up 26 pts versus 25 years ago. Source NOP World.
  • Marketing is changing from traditional advertising and media buying to word-of-mouth/viral marketing with brand monitoring (Source: Forrester) - Examples: Fortune magazine recommends brand monitoring to small and medium companies
  • Objective of this presentation is to show the relevance of Social Media within Automotive industry… so I will start with showing you what people encounter when they search for information on cars on the internet… Key point: even if you dont choose to go specifically to this kind of site, chances are you’ll be directed towards peer to peer platforms
  • Important to identify who is influencing the discussion - In mobile discussion we observe that TIGHT communities are created – these are groups of people that participate regularly in the discussion Graphic Each node represents number of conversations by one poster (node size related to conversations volume) *Each line represents relationship between posters defined by replied to conversations for each respective poster (line thickness related to number of conversations) .
  • Brand Dashboard market applications New product launches Marketing & PR campaign effectiveness Word Of Mouth marketing Brand value maintenance Competitive intelligence Consumer insights & trends Brand reputation & crisis management
  • New Media Attentio Professional Buzz Monitoring (Tin180 Com)

    1. 1. Professional buzz monitoring
    2. 2. Who is Attentio <ul><li>Europe pioneers in Social Media monitoring and analysis </li></ul><ul><li>We monitor, measure & analyse discussions on blogs, video logs news channels, forums, …. </li></ul><ul><li>Strong experience in Pharma, Mobile phones, consumer electronics and automotive. Work with brands such as Microsoft, J&J, Disney, Philips and Lexus </li></ul><ul><li>More information – or call Simon McDermott at </li></ul><ul><li>0473 670178 </li></ul>
    3. 3. Professional online buzz monitoring <ul><li>What is this buzz? </li></ul><ul><li>Why use professional monitoring? </li></ul><ul><li>Return On Investment, Value, Business case </li></ul><ul><li>Final thoughts </li></ul>
    4. 4. What…
    5. 5. Where buzz and social media collide <ul><li>Buzz defined </li></ul><ul><ul><li>Online or offline word of mouth </li></ul></ul><ul><ul><ul><li>Increase in online and offline conversations </li></ul></ul></ul><ul><ul><li>Free/viral spread of information = great marketing OR threat </li></ul></ul><ul><li>Social media defined </li></ul><ul><ul><li>Where people post , share and comment online with no editor </li></ul></ul><ul><ul><li>Blogs, YouTube, Forums, Social Networks, Twitter… </li></ul></ul><ul><li>Listening </li></ul><ul><ul><li>Millions of conversations needing context and benchmarks </li></ul></ul><ul><ul><li>New tools and new companies provide this capability </li></ul></ul>
    6. 6. Social Media & Word of Mouth Marketing <ul><li>67% of consumer purchase decisions are influenced by WOM. # 1 factor. Source: McKinsey/Thompston Lightstone </li></ul><ul><li>93% of consumers identify WOM as the best, most reliable source of information about ideas, and information on products and services. Source NOP World. </li></ul><ul><li>70% of 500 marketers are planning a WOM program next year - #1 growing marketing vehicle. Source: e-marketing </li></ul><ul><li>45% of Senior Marketers believe that buzz and press are the most important factors in building a brand. Source: Business Week </li></ul>
    7. 7. Companies following people <ul><li>Companies are integrating social media in the communication strategies: </li></ul><ul><ul><li>Monitoring Brands share of voice In Social Media (Brand reputation) </li></ul></ul><ul><ul><li>Measuring Marketing campaigns effectiveness </li></ul></ul><ul><ul><li>Analysing data to obtain market information and identify trends to adapt marketing campaigns </li></ul></ul><ul><li>Marketing is moving to word-of-mouth/viral marketing with brand monitoring (Source: Forrester) </li></ul>
    8. 8. The PR experts… Colin Farrington, Director General of CIPR, The Chartered Institute of Public Relations “ CGM is coming on strong” “ All media is social” “ Traditional messaging systems have declined in value”
    9. 9. Why…
    10. 10. Review sites, forums, blogs In other words… Social Media Buzz is in the search engines (we all use them)
    11. 11. Tight communities around topics Relationship Map of a Sample Tight Knit Community’s Top Posters
    12. 12. Finding new and emerging trends “ Brand monitoring can help you understand hidden consumer needs and detect early changes to consumer behaviour. Use gained consumer insight to adapt your marketing messages. Feed new knowledge to future product and service design to stay competitive.” The chart shows topic profiles in relation to Samsung’s flash memory chips. MP3, mobile and music or the most discussed topics in blogs.
    13. 13. Identify crisis - early <ul><li>Technology: </li></ul><ul><li>Multilingual, any language </li></ul><ul><li>Temporal text clustering </li></ul><ul><ul><li>“ Hooks” onto detected topics </li></ul></ul><ul><li>Adaptable to vertical domains </li></ul><ul><ul><li>E.g. Pharmacy, automotive, etc </li></ul></ul><ul><li>Self-learning, improves over time </li></ul><ul><li>Extremely fast and scalable </li></ul><ul><ul><li>Order of N time complexity as number of articles increases </li></ul></ul>Helps clients monitor the flow of events and topics that are discussed for any given brand:
    14. 14. Measuring marketing and PR effectiveness “ Samsung’s MP3 music players and specifically the SGH-X830 music mobile phone caused great interest among bloggers due to a new stylish design.” “ To improve the effectiveness of marketing, companies should understand how PR and ad messages are picked up by the consumers. The success of a new product launch can be facilitated by closely listening in on conversations in social media before, during, and after launch activities.”
    15. 15. WOM Brand Profile McDonald’s and PizzaHut are associated with Fast food, overweight and cholesterol. Select two bubbles to open list of postings containing both McDonalds and PizzaHut. Play animation or drag slides interactively to show brand relationships evolve over time <ul><li>Technology: </li></ul><ul><li>Multi-dimensional scaling </li></ul><ul><li>Co-referencing of brands and topics </li></ul><ul><li>Interactive charting </li></ul><ul><li>Fully automated </li></ul><ul><li>Real-time, continuous tracking </li></ul><ul><li>Launch Q4 2008 </li></ul>
    16. 16. Cases
    17. 17. When you want the buzz to be low…
    18. 18. Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Monitoring Social Media LG customer care issues
    19. 19. September 2008 Source: Dutch social media (blogs and forums), articles from March to August 2007, N=8377. Size of the bubbles reflects their visibility (number of articles). Brand maps – Nokia and GPS (2007)
    20. 20. Final thoughts
    21. 21. Steps for online PR <ul><li>Use free tools to start with </li></ul><ul><ul><li>E.g. Trendpedia (Attentio) </li></ul></ul><ul><ul><li>Check if buzz is significant </li></ul></ul><ul><li>Pilot premium tools to highlight value to clients </li></ul><ul><li>Understand how information can be used to make decisions – ask questions E.G. </li></ul><ul><ul><li>What is WoM strategy in your company? </li></ul></ul><ul><ul><li>Are there influential bloggers talking about your brand? </li></ul></ul><ul><ul><li>What % of your market value is reputation? </li></ul></ul><ul><li>Get involved now </li></ul><ul><ul><li>What tools do you think children and university students are using? </li></ul></ul>
    22. 22. The opportunity for PR <ul><li>Be more relevant and higher on the agenda </li></ul><ul><ul><li>What is WoM? </li></ul></ul><ul><ul><ul><li>It is a hybrid of marketing and PR skills </li></ul></ul></ul><ul><ul><ul><li>CEOs care about this </li></ul></ul></ul><ul><ul><ul><ul><li>Yes most still care more about “Big Press” </li></ul></ul></ul></ul><ul><ul><ul><li>Don’t tell them the weather outside, tell them what it will be like in 2 weeks time !!! </li></ul></ul></ul><ul><li>PR industry will grow because of social media </li></ul><ul><ul><li>Only if practitioners can understand integration of all media </li></ul></ul>
    23. 23. Going Forward <ul><li>Ask for white papers </li></ul><ul><ul><li>ROI of social media monitoring </li></ul></ul><ul><ul><li>Actual business benefits of measuring social media </li></ul></ul><ul><ul><li>Case studies in social media </li></ul></ul><ul><li>There are also many new white papers from research groups </li></ul><ul><ul><li>Accenture, Deloitte, Forrester, Gartner etc. </li></ul></ul><ul><li>Costs of premium tools start from 3,000 euros </li></ul>