The buzz about the social media buzz - Deck

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  • We used Foursquare to check into various locations throughout the day, seven days a week.900 followers on 4sq
  • Word of mouth
  • For this audience – more important to mentiontrade & mainstreampressMost clicked story on PR Week & Marketing Magazine
  • http://www.businessworld.ie/livenews.htm?a=2541310http://www.forbes.com/2010/01/21/xerox-earnings-quarter-markets-equities-profit.html?partner=rss.rojo
  • http://www.businessworld.ie/livenews.htm?a=2541310http://www.forbes.com/2010/01/21/xerox-earnings-quarter-markets-equities-profit.html?partner=rss.rojo
  • The buzz about the social media buzz - Deck

    1. 1.
    2. 2. Steve Mullins<br />Editorial Director<br />brand-e<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14. When Jimmy Choo met Foursquare<br />Matt Rhodes<br />Client Services Director<br />FreshNetworks<br />@mattrhodes<br />Talk to us: www.freshnetworks.com | info@freshnetworks.com | +44 (0)20 7692 4376<br />
    15. 15. www.freshnetworks.com<br />Jimmy Choo : Social media events<br />
    16. 16. Six months of community building<br />Sept<br />May<br />Project PEP<br />Blogger Outreach<br />Facebook<br />Twitter<br />MIXI<br />CatchAChoo<br />
    17. 17. A social media event<br />
    18. 18. 4,000 individuals participated on Foursquare,Twitter and Facebook.<br />
    19. 19. 1 in 17 London Foursquare users were chasing CatchAChoo.<br />
    20. 20. The campaign was mentioned over 5,000 times on Twitter.<br />
    21. 21. 250 blogs and publications mentioned the CatchAChoo campaign.<br />
    22. 22. The campaign was widely covered in: The Evening Standard, Reuters, Marketing Magazine, PR Week, Mashable, Vogue…<br />
    23. 23. Daily trainer sales in-store went up 33% after the Evening Standard coverage.<br />
    24. 24. “We have seen some great feedback both from media and a variety of individuals who have been impressed by this initiative.” – Jimmy Choo<br />“Probably my favourite campaign that I’ve seen in social media. Period.” – Tristan Walker (Foursquare) at Web 2.0 EXPO<br />
    25. 25. And one unsuspecting member of the public was mistakenfor the CatchAChoo team <br />
    26. 26. That’s it<br />Matt Rhodes<br />Client Services Director<br />FreshNetworks<br />www.freshnetworks.com<br />@mattrhodes<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30. WE ARE SOCIAL<br />
    31. 31.
    32. 32. Applied Social Media<br />Social Media Buzz Analysis & Qual Research - World Cup Brands ‘Ethical Initatives’<br />
    33. 33. Our Case Studies<br />
    34. 34. Worldwide, sentiment around the brand initiatives is rather positive<br />1. Coca Cola<br />2. James Corden & <br />Dizzie Rascal song<br />3. Adidas UMU<br />4. PumaVision<br />5. Nationwide<br />6. Together we are stronger”<br />34<br />
    35. 35. UK sentiment starts positive, but gets a little more cynical and critical with time<br />1. Coca Cola<br />2. James Corden & <br />Dizzie Rascal song<br />3. Adidas UMU<br />4. PumaVision<br />5. Nationwide<br />6. Together we are stronger”<br />35<br />
    36. 36. Idea is brilliant, perfectly suitable to World Cup. It again proves Coca Cola as the master of communication. <br />#bestadvert2010 coca cola world cup celebrations love it<br />Somali composer K'Naan's World Cup song "Wavin' Flag" has arguably become the most downloaded international song in India ……..<br />Great commercial even though it has it’s flaws.<br />Generally positive, but often much of the buzz around these brands was unrelated to any ethical direction<br />36<br />
    37. 37. Often political voices can become ‘loudest’ among the buzz<br />Why I hate the World Cup<br />For the same reason I dislike the Olympics, of course and I dislike the Olympics for the same reason I dislike McDonalds and Coca Cola and Nike and all the other rapacious multinational corporations that milk humanity like a herd of cattle while pretending it’s a noble endeavour<br />I find the dilution of the original sad and the result a lil' cheesy <br />
    38. 38. So we bummed out of the world cup in an abysmal fashion but this video is still awesome, it shows our fans in a united passion for our team and country, just wish the outcome was better:( !<br />Proceeds go to Fantastic Ormond Road Hospital charity. DOWNLOAD NOW PLEASEEEE! Cheers :)<br />I don’t like it but I like how the money from that song is going to Great Ormond Street hospital. <br />Knew we were doomed when this came out, but sick kids who could resist? DOWNLOAD IT!<br />38<br />
    39. 39. Qualitative research allows us to look a bit deeper<br />
    40. 40. The more consumers knew & understood about these initiatives, the more positive they become<br />
    41. 41. Adidas and Puma have a real opportunity here to engage consumers and shift brand perception<br />
    42. 42. Yet, these initiatives can seem a bit separate - where consumers want them to be more integrated into their conversations with the brand<br />
    43. 43. Ethics do matter - about all of us trying to be a little bit ‘better’<br />
    44. 44. And yet, it seems we are in a transitory phase when it comes to ethics<br />
    45. 45. Brands are being a bit too timid<br />
    46. 46. With social media, to generate buzz there has to be something conversational and personal around which a dialogue can develop<br />
    47. 47. Social media could be the best way to start those conversations about the responsible aspects of your brand<br />
    48. 48. Applied Social Media<br />Thank you<br />Follow us at twitter.com/thinktank_int<br />
    49. 49.
    50. 50. Going….<br />
    51. 51. Going….Beyond The Buzz@andrewgrill<br />
    52. 52. 52<br />Buzz<br />Research<br />Product Development<br />Recruitment<br />SEO<br />HR<br />Analytics<br />Trends<br />Prediction<br />
    53. 53. Is this your company?<br />
    54. 54. Is this your company?<br />
    55. 55. Is this your company?<br />
    56. 56. Is this your company?<br />
    57. 57. Is this your company?<br />
    58. 58. Is this your company?<br />
    59. 59. Listen<br />Learn<br />Engage<br />Integrate<br />lc.tl/listen<br />
    60. 60. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice<br />Dave Evans lc.tl/delivers<br />
    61. 61. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice<br />Dave Evans lc.tl/delivers<br />
    62. 62. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice<br />Dave Evans lc.tl/delivers<br />
    63. 63. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice<br />Operations delivers<br /> Any gap between the two drives a conversation on the social Web<br />Dave Evans lc.tl/delivers<br />
    64. 64. Social Media is demanding attention<br />
    65. 65.
    66. 66. Listening is NOT spying<br />lc.tl/bt<br />
    67. 67. Relevant content<br />lc.tl/voice<br />
    68. 68. Manual sentiment scoring and analysis<br />lc.tl/voice<br />
    69. 69. Sentiment Analysis<br />lc.tl/voice<br />
    70. 70. Influencer Analysis<br />lc.tl/voice<br />
    71. 71. Actionable Insight<br />This timeline shows the change in volume and sentiment over time, as well as associates most common terms for each month of the campaign. Useful for many things, but product launches is most common.<br />lc.tl/voice<br />
    72. 72. Marketing Friendly Insight<br />A Brand Cloud is a great way to understand how terms can differ from one brand to another. Placement of words in this visual is key. Words closer to the top align with your brand, where words at the bottom align with your competitor..<br />lc.tl/voice<br />
    73. 73. What can it do beyond just BUZZ?<br />Provide early warning or problems<br />Customer service<br />Spot trends<br />Stay ahead of the competition<br />Market research<br />Product improvements<br />Recruitment<br />
    74. 74. Things you should ask any provider<br />Staff experience<br />Data sources<br />Sentiment<br />After sales support<br />Reporting capability<br />Investment in product development<br />Local presence<br />
    75. 75. Social media is just like real life!<br />
    76. 76. Follow me on twitter.com/AndrewGrillwww.visibletechnologies.comcontact via http://lc.tl/c+44 788 198 6694<br />
    77. 77.
    78. 78. info@brand-e.biz<br />
    79. 79.
    80. 80. Steve Mullins, brand-e (Moderator)<br />Chris Clarke, LBi<br />Claudio Branno, The Viral Factory<br />Matt Rhodes, FreshNetworks<br />Paul Armstrong, Kindred<br />Robin Grant, We Are Social<br />Claire Ralphson-Cook, Thinktank International<br />Mary Stewart-Hunter, Applied Social Media<br />Andrew Grill, Visible Technologies<br />

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