Brand24

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Brand24

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Brand24

  1. 1. Business recognized the Social Media power.There is a need for monitoring and response.
  2. 2. These tools work well but only for the U.S. market.
  3. 3. There is a need for effective monitoring tool for Polish Internet.
  4. 4. Brand24.Brand24 is a tool for Internetmonitoring and sales support.This is a quick way to get to thediscussions associated with yourbrand, product or topic.Brand24 is also a source ofanalysis thanks to which you willlearn, among others, the mostinfluential social media users.
  5. 5. Brand monitoring.Most effective way for social mediamonitoring and analytics.
  6. 6. Buzz tracking.Brand24 allows You to track Internet buzz.From Facebook, Twitter and Youtube toblogs, message boards.
  7. 7. Alerts.Brand24 provides You with robustnotification service that allows You toreact immediately.
  8. 8. The main appliances.
  9. 9. Number of contents.From 6 June to 6 November therehas been 32 471 contents.In some weeks, appeared almost3.5 thousand entries!These statistics relate to the „openFacebook”. Assuming that the openprofiles is 15% gives it anenormous number of over 216 000entries devoted to the brand Frugo!
  10. 10. Sentiment / tone of content. negative 7%positive 45% neutral 48%
  11. 11. Number of content in comparison to other brands data from 1-7th June
  12. 12. Number of people posting certain amount of mentions.2500020000 19160 1701015000100005000 1892 88 170 0 10 or more 6-9 mention 2-5 mentions 1 mention sum mentions
  13. 13. Opinions in regard of new version of Onet.pl
  14. 14. Sentiment.Positive statements aboutthe renewal of Onet.plwere over 2x more thanthe negative statements.
  15. 15. Sources.Dominated publications onthe information portals.Revitalisation was alsocommented on blogs andforums a lot.
  16. 16. Influence ranking.The biggest influence on thediscussion related to thenew version of Onet.pl hadthe popular bloggers:Przemyslaw Pajak andGrzegorz Marczak.
  17. 17. Case Nestle.
  18. 18. Kaszki Nestle - liczba treści – ogółem i w podziale nadniInformacja o problemach z kaszkami Nestle po raz pierwszy pojawiła się w wypowiedziach Polaków mieszkających w WielkiejBrytanii oraz Irlandii . Pierwszy odnotowany wpis Polaka dokonany w języku angielskim miał miejsce 5 sierpnia. Pierwszy wpispolskojęzyczny na Facebooku miał miejsce 9 sierpnia i był wpisem Polki mieszkającej w Norwegii.Właściwa część zaczęła się po godzinie 22:00 26 sierpnia i pierwszym skupiskiem były osoby mieszkające w Poznaniu. Od sobotynastąpił bardzo szybki przyrost wpisów.
  19. 19. Case Orange.
  20. 20. Analisys.The analysis was based onInternet monitoring of contents thatincludes the posts, from 1 to 31October 2011.
  21. 21. Number of comments per day - September 2011 10 923 contents 5 675 contents12001000 800 Orange T-Mobile 600 400 200 0
  22. 22. Number of comments per day - October 2011 18 834 contents 5 586 contents250020001500 Orange T-Mobile1000 500 0
  23. 23.  Orange marketing activities in early September - the first introduce of free codes that allow them to obtain recharging - it caused a strong commitment from Internet users. There was a viral video "Adolf i faktura z Orange," which received good performance views and put the brand Orange in a negative light; users opinions also showed that the brand at least, in this context, is perceived negatively. Cases of brand hijacking and creating fake profiles pretending to be shares with the code promotions.
  24. 24. User generated viral movie content example
  25. 25. Participation in all communication events of theOrange brand in September 2011 Comments about codes promotion 30% Other content 58% Viral movie „Adolf i faktura z Orange” 12%
  26. 26. Number of comments per day for the Orange brand - September 20111200 Codes promotion1000 800 600 400 200 0
  27. 27. Codes promotion examples
  28. 28. Number of comments per day for the Orange brand - September 20111200 Viral movie1000 800 600 400 200 0
  29. 29. Participation in all communication events of theOrange brand in October 2011Other content 22% Comments about fake profiles 78%
  30. 30. Number of comments per day for the Orange brand - October 20112500 fake profiles200015001000 500 0
  31. 31. http://www.facebook.com/WarszawskiImprezowyRozkladJazdy?sk=wall
  32. 32. http://www.facebook.com/KodyOrange?sk=wall
  33. 33. Case Tesco.
  34. 34. Analysis.The analysis was based onInternet monitoring of contentsthat includes the posts, from 1 to31 October 2011.
  35. 35. Content distribution by the days – Tesco phrase200018001600140012001000 800 600 400 200 0 Posting the viral "Nieemitowana reklama Tesco" has resulted in a very dynamic growth in the number of content on the Tesco brand. On 1-20 October 2011 the average daily number of contents was 99, then from 21 October to 31 October the average daily number of content has increased to 552
  36. 36. Share structure inne 2,4% kominek.tv 0,4% kiepy.pl 0,4% jaramsie.pl 1,7% demotywery.pl 1,0% sadistic.pl 1,3% jaramsie.pl 1,7% kwejk.pl 16,0% youtube.com 75,1% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%Most of the content included linking to the two sites - YouTube.com and kwejk.pl (whichactually contained a widget posted from YouTube)
  37. 37. Authors with the largest reach in social media
  38. 38. Content structure link and additional comment 49% Link only 51%Half of content are links only, and other half provide additional user generated content
  39. 39. Sentiment content Negative neutral 0% 4% positive 96%Sentiment has been evaluated only for these shares which included any comments.Among the contents of only one comment was clearly negative. So it is considered thatthe film has been rated by the users very positively!
  40. 40. Positive terms Positive reactions expressed by emoticones Others 18% 37% „Hahahaha” and others reactions with laughing 17% „Mega!” 1% „Genialne” „Wiedz że coś się 1% dzieje” and the other „zajebista reklama” quotes 1% 25%
  41. 41. Additional levels of efficiency 1,00% 0,82% 0,80% 0,60% 0,40% 0,28% 0,20% 0,00% should display on TV I will go for shoppingSome comments were concerned with issues related to the displaying advertisement intelevision, and some other contained a desire to shop in Tesco.
  42. 42. Future.
  43. 43. Future.Spending on Social Media in the U.S. willincrease from 1.5 billion dollars in 2011 to4.2 billion in 2015 (Forrester ResearchForecast).Internet / social media monitoring willdevelop faster in the next 3 years and willrise four-fold.More than 60% companies defines socialmedia monitoring as one of the mostimportant tasks in the coming years. Source: emarketer.com 2009 - 2011

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