Berghs 13 okt dig mgmt

506 views

Published on

Published in: Education, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
506
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
17
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Berghs 13 okt dig mgmt

  1. 1. Berghs School of Communication
  2. 2. ? Berghs School of Communication
  3. 3. Portfolio – brands listening to consumers through social media Berghs School of Communication
  4. 4. Social Media Monitoring Areas Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
  5. 5. ListenAnalyzeCommunicate Berghs School of Communication
  6. 6. The Social Web Berghs School of Communication
  7. 7. Blogs Social Networks Micro Blogs Sharing MediaLocation Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
  8. 8. A lot has happened, very fast…1999 The start of Google. The Search Engine has changed the way we use/regard information. Over 90 billion searches each month.2003 The start of Wordpress – a free of charge blog engine, andtoday the fastest growing CM/publishing platforms.2005 YouTube was created. No easy/effective way to share video footageonline before that. Every mintue 24 hours of film is being uploaded.2006 the start of Facebook and Twitter. 750 resp. 24 million globalusers. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPadwas released. The constantly onliners are increasing! Berghs School of Communication
  9. 9. Next...2007-2011 Online proximity & availability”…the beginning of a mini-revolution making our online presence even more attached to ourphysical presence”- Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
  10. 10. Berghs School of Communication
  11. 11. 1800s – One to one1900s – One to many2000s - Many to many Berghs School of Communication
  12. 12. The consumption – Social & SmartThe Blogosphere-  Over 650 000 active bloggers-  Approx. 3,7 million blog readers Social shopping -  Facebook shopsTwitter - Viral elements- Approx. 80 000 Swedish members-  Social value & News value Social gaming - Wordfeud, WoWFacebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm-  High social value, ad-value Social marketingGoogle+ -  360 degrees IRL (online/offline)- 25 million registered ww -  viral/engaging marketing-  Goliath vs Goliath Berghs School of Communication
  13. 13. Facebook larger than traditional media Berghs School of Communication
  14. 14. Explosive ”social” growth online Berghs School of Communication
  15. 15. Segments in the blogosphereInterior& Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
  16. 16. Some people conclude “You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)” 20/1 2011 Berghs School of Communication
  17. 17. On the other handSocial media enables a rather large glimpse into: what’s happening? (twitter) what’s on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what I’m watching (YouTube) what’s in it for me? (LinkedIn) – twitter.com/@briansolis Berghs School of Communication
  18. 18. The Brand”It’s not what you say it is It’s what they say it is” Berghs School of Communication
  19. 19. Berghs School of Communication
  20. 20. Social media brand conversations Berghs School of Communication
  21. 21. The Social Web Marketing Tree Berghs School of Communication
  22. 22. Before – more general values Today – more personal values Small focus groups Large focus group Gender What are they saying? Age What are they feeling? Region Who is loyal? Income Larger brand insight Berghs School of Communication
  23. 23. The Blogosphere is our focus group and our research toolBrand / campaign platforms based on consumer insights Berghs School of Communication
  24. 24. Case: Creating a new Brand PlatformTask: Consumer/brand research in Social Media Berghs School of Communication
  25. 25. 1. Research Berghs School of Communication
  26. 26. 1. Search and extract the brand conversation2. Identify the online presence (research) => blogosphere, facebook, twitter3. Identify target group => mothers, urban and country, age 20-354. Analyze the conversation => Parameters and analytical values5. Interpret the results =>brand presence, associations, feelings, conclusions Berghs School of Communication
  27. 27. General tone among target group Berghs School of Communication
  28. 28. Where is the conversation taking place?Business area focus Berghs School of Communication
  29. 29. What products figure in the conversation? Berghs School of Communication
  30. 30. Expressed feelings and associations Berghs School of Communication
  31. 31. Today – more personal values Large focus group What are they saying? What are they feeling? Who is loyal? Larger brand insight Berghs School of Communication
  32. 32. 2. Strategy Berghs School of Communication
  33. 33. The Communication Donut Berghs School of Communication
  34. 34. The Social Web Marketing Tree Berghs School of Communication
  35. 35. 3. Conclusion Berghs School of Communication
  36. 36. Social Media analysis enables…A closer look at consumers feedback and online behaviourReversed and larger focus group –> asking questions retrospectivelyCommunicating in the right channel at the right timeCommunicating a more accurate messageMore accurate and less presumptive campaign briefs Berghs School of Communication
  37. 37. Coffee break – for discussionDifferences listening offline/online?Market research vs. Social Media monitorNew possibilities online?Come across a good example of a company that has listened?Where are the consumers talking? Berghs School of Communication
  38. 38. Listening sources and tools Berghs School of Communication
  39. 39. Monitor tools - charged Berghs School of Communication
  40. 40. Monitor tools – free of charge Berghs School of Communication
  41. 41. Understanding the information available to analyze Group task for Tuesday! Berghs School of Communication
  42. 42. Qualitative case: Landet brunsåsHow many blog posts published last month?Information shown about the blogging target group?What measures of exposure are shown?What measures of exposure are not shown?Pick out a selection of these blog posts and listen? What do you hear? Tendencies,subjects, feelings, brand associations?= One page report on results!Recommended sources to use: Twingly.comPresentation/discussion Tuesday morning! Berghs School of Communication
  43. 43. Berghs School of Communication

×