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How Savvy Brands in the UK are Unleashing the Power of Social Media


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Webinar presentation slides from the UK version of the TNS Media Intelligence / Cymfony social media study.

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How Savvy Brands in the UK are Unleashing the Power of Social Media

  1. 1. Harnessing Influence How Savvy Brands in the UK are Unleashing the New Power of Blogs and Social Media March 18, 2008
  2. 2. Introducing the Presenters Jim Nail Chief Strategy & Marketing Officer TNS Media Intelligence/Cymfony Philip Lynch Evaluation Director TNS Media Intelligence UK
  3. 3. Influence 2.0 TM Webinar Series <ul><li>This webinar is the latest in a series of educational webinars with to help companies harness Influence 2.0 TM </li></ul><ul><li>Consumers are openly sharing opinions and experiences about your product causing a complex interplay of traditional and social media </li></ul><ul><li>Cymfony helps brands and companies understand and manage the people, issues and trends in this new dynamic of consumer communication </li></ul>
  4. 4. <ul><li>Please submit your questions in the Q&A area in lower right corner of your Webex interface </li></ul>Q&A
  5. 5. How Savvy Brands are Unleashing the Power of Social Media Consumers are now controlling brands in social media, but has the business world adapted? Has the business world figured out how to use blogs, discussion boards, social networks and video sites? What roles do social media have in marketing strategy? TNS asked marketing executives from large companies located in four countries around the world to discuss the current state and future direction of social media in their business
  6. 6. About the Study <ul><li>71 personal telephone interviews </li></ul><ul><li>Senior level marketing executives </li></ul><ul><li>United States, Canada, United Kingdom, and France </li></ul><ul><li>Conducted in the late 2007 </li></ul><ul><li>Released globally on Feb 28 </li></ul><ul><li>Report available at </li></ul><ul><li>This webinar addresses the UK perspective </li></ul>
  7. 7. UK Companies Recognize its Importance <ul><li>Which of the following statements most closely matches your personal point of view on the potential impact social media will have on business? </li></ul>
  8. 8. The Greatest Value is in Gaining Insights <ul><li>For which one of the following objectives does social media offer the greatest potential? </li></ul>
  9. 9. UK Companies are More Research Focused <ul><li>Please rate each of the following social media resources or opportunities on their future potential to impact your business. </li></ul>
  10. 10. Less Value Seen for Product Launches <ul><li>How effective do you feel blogs and social media options can be if used as an integral part of the formal launch of a new service or product brand? </li></ul>
  11. 11. UK Companies are Polarized <ul><li>Which of the following statements best describes the stage of development of social media efforts at your company? </li></ul>
  12. 12. Internal Issues are Slowing Acceptance <ul><li>What is the greatest barrier to acceptance/implementation of social media in your organization? </li></ul>
  13. 13. UK is Optimistic, But More Cautious <ul><li>How significant will social media be for companies five years from now? </li></ul>
  14. 14. Key Takeaways for UK Companies <ul><li>UK is more cautious about social media than other countries </li></ul><ul><li>UK takes a research approach to social media, but they are missing the opportunity to participate in the discussion </li></ul><ul><li>Social networks dominate attention, don’t miss the opportunity to engage consumers with other social media tools </li></ul><ul><li>Convincing senior management is key to continues success </li></ul>
  15. 15. Becoming “Best-in-Class” <ul><li>Cymfony sponsored an Aberdeen Group study of social media best practices </li></ul><ul><li>Interviews with 250 companies to determine how social media impacts their business </li></ul><ul><li>They identified how the “Best-in-Class” generate business results with social media </li></ul>
  16. 16. The Business Impact of Being “Best-in-Class” Source: Aberdeen Group, January 2008
  17. 17. Develop Formalized Business Processes Source: Aberdeen Group, January 2008
  18. 18. Gain Organizational Support Source: Aberdeen Group, January 2008
  19. 19. Define Your Measurement Metrics Source: Aberdeen Group, January 2008
  20. 20. Become Actively Engaged Source: Aberdeen Group, January 2008
  21. 21. Benefits of Active Engagement Percentages indicate the number of companies that improved performance in key metrics. Source: Aberdeen Group, January 2008
  22. 22. How To Be “Best-in-Class” Source: Aberdeen Group <ul><li>Specific recommendation for your team to implement </li></ul><ul><li>Dedicate personnel and resources to social media monitoring and analysis on an ongoing basis </li></ul><ul><li>A real-time dashboard of key metrics and detailed analysis reports </li></ul><ul><li>Define and measure key social media metrics </li></ul><ul><li>Comprehensive analysis of social media conversations surrounding your brand </li></ul><ul><li>Accelerate adoption of social media tools </li></ul>Cymfony Provides: Aberdeen Suggests:
  23. 23. Analyzing Metrics in Orchestra
  24. 24. Analyzing Tonality
  25. 25. Cymfony’s Orchestra Dashboard
  26. 26. <ul><li>Please submit your questions in the Q&A area in lower right corner of your Webex interface </li></ul>Q&A
  27. 27. Keep the Discussion Going Join Our Discussion On Facebook Discuss these issues with others marketers around the world in our new Facebook group Join Today! Jim Nail [email_address] Philip Lynch [email_address]