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  1. 1. Analysing social media with Whitevector
  2. 2. Whitevector in brief <ul><li>Basic idea: Analysis of online discussions to improve consumer marketing </li></ul><ul><li>Main product Chat Reports online service </li></ul><ul><li>Consumer brands as end clients, partnering with agencies </li></ul><ul><li>Founded in 2006 with clients and partners in the Nordics, UK, Continental Europe and Russia </li></ul><ul><ul><li>Offices in Helsinki and London </li></ul></ul>
  3. 3. What do we analyse? <ul><li>The data comes from: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Online comments </li></ul></ul><ul><ul><li>Discussion forums </li></ul></ul><ul><ul><li>Social networking sites </li></ul></ul><ul><li>More than 5 billion comments stored from past eight months for analysis </li></ul><ul><li>Wide local market coverage: </li></ul><ul><ul><li>UK, Denmark, Sweden, Norway, Finland, Germany, France, Spain, Italy, Benelux and Russia </li></ul></ul><ul><ul><li>Tailored projects available for other markets </li></ul></ul><ul><li>Combination of automatic technology and human support </li></ul>
  4. 4. Benefits for marketing use? <ul><li>Collect consumer insight and feedback </li></ul><ul><li>Adjust marketing message and actions </li></ul><ul><li>Find and target new online consumer groups </li></ul>SOCIAL MEDIA ANALYSIS ACTIONS: Online planning data, input for marketing message and brand positioning Input for actions Measure success <ul><li>Measure success of social media strategies </li></ul><ul><li>Measure and compare online engagement </li></ul><ul><li>Measure the connection between online engagement and sales </li></ul>
  5. 5. What we offer <ul><li>Regular PDF-reports emailed regularly </li></ul><ul><li>Online interface: </li></ul><ul><li>The PDF-reports offer an easy way to receive the data and spread it across the right people </li></ul><ul><li>Online dashboard is good for further study of quantitative data and easy qualitative research </li></ul>
  6. 6. Products: What we offer <ul><li>Buzz monitoring subscription </li></ul><ul><ul><ul><li>Easy way to start, provides weekly buzz monitoring reports </li></ul></ul></ul><ul><ul><ul><li>See what is being said about the brand and competitors </li></ul></ul></ul><ul><ul><ul><li>Listen to consumers and collect feedback </li></ul></ul></ul><ul><li>Brand analysis subscription </li></ul><ul><ul><ul><li>Full analysis features, monthly and quarterly reports </li></ul></ul></ul><ul><ul><ul><li>Advanced brand visibility and position analysis, combine with other analytics </li></ul></ul></ul><ul><ul><ul><li>Online influence analysis </li></ul></ul></ul><ul><li>Agency research license subscription </li></ul><ul><ul><ul><li>License directed for agencies </li></ul></ul></ul><ul><ul><ul><li>Ideal for ad hoc research projects and NB pitches </li></ul></ul></ul><ul><ul><ul><li>Expiring topics – continuous client subscriptions with ‘Buzz monitoring’ or ‘Brand analysis’ products </li></ul></ul></ul>
  7. 7. Weekly Buzz Reports <ul><li>Volume charts: </li></ul><ul><ul><li>Monitor peaks </li></ul></ul><ul><ul><li>Benchmark buzz levels </li></ul></ul><ul><li>Discussion headlines and snippets: </li></ul><ul><ul><li>Collect feedback </li></ul></ul><ul><ul><li>Listen to consumers </li></ul></ul><ul><li>Sentiment trend and comparison: </li></ul><ul><ul><li>Monitoring positive and negative levels in discussions </li></ul></ul><ul><ul><li>Benchmark to competition </li></ul></ul>
  8. 8. Monthly Brand Report <ul><li>Monthly brand visibility comparison: </li></ul><ul><ul><li>Compare with media investments and sales to understand sales drivers </li></ul></ul><ul><ul><li>Compare with competitor media spending to measure online strength </li></ul></ul><ul><ul><li>Measure visibility increase of campaigns </li></ul></ul><ul><li>Social media type report: </li></ul><ul><ul><li>Understand which social media is engaging consumers with your brand </li></ul></ul>
  9. 9. Monthly brand report <ul><li>Brand associations chart: </li></ul><ul><ul><li>Understand brand strengths and weaknesses </li></ul></ul><ul><ul><li>Measure campaign effect on position </li></ul></ul><ul><li>Top buzzword cloud: </li></ul><ul><ul><li>Craft marketing message </li></ul></ul><ul><ul><li>Input for SEM </li></ul></ul>
  10. 10. Online influence <ul><li>Rank sites based on discussion activity and relevance to identify influential online sites and discussions. </li></ul><ul><li>Understand most active consumer groups for a particular category or a brand. </li></ul>
  11. 11. Not just a login: Strong support <ul><li>Brand visibility and position analysis: </li></ul><ul><li>Measure monthly how brand visibility and position changes </li></ul><ul><li>Listing and analysing top consumer themes </li></ul><ul><li>Analysing brand associations and changes </li></ul>Weekly summaries automatically and biannual qualitative research reports? Monthly reports automatically and quarterly insights with recommendations? Determining analysis focus Definition of reporting set Setting up reporting Our support ensures good data quality and coverage, and supports our clients through the process:
  12. 12. How to get started? <ul><li>Please contact our sales through: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Book a telephone introduction and get a product trial </li></ul></ul><ul><li>Why Whitevector? </li></ul><ul><ul><li>High-end product with good metrics designed for marketing </li></ul></ul><ul><ul><li>Good data quality, ability to easily distinguish different contexts from the data mass </li></ul></ul><ul><ul><li>Ready made PDF-reports save a lot of time </li></ul></ul><ul><ul><li>Quick online tool for research use and customised reporting </li></ul></ul>
  13. 13. Thank you!