How to set up monitoring goals to
match your brand personality
Catriona Oldershaw
Managing Director
SYNTHESIO UK
@synthesi...
4 distinctive brand personalities
4 common monitoring objectives
Mapping brand types against objectives helps to
determine...
1. Find insights and trends
> Clients typically sit within Research & Strategy or
Product Marketing
> Pay for monitoring b...
3. Engage
> Clients typically based within Customer Service & PR
(Influencer outreach)
> Funded by reduction in traditiona...
Volume of buzz
Strength of sentiment
Social media presence
# of comments / articles
Our categorisation is based on:
Wh...
Fosters no spontaneous interest, leaving
consumers indifferent
#1 The boring brand
Volume of buzz
Sentiment
Social media presence
# of comments / article
Average
Low
Low
Low
Social profile | The boring bra...
There could be value in undertaking a Brand Audit
for market insight and/or using monitoring to
manage a crisis as it unfo...
• We monitor Compare the Market
• Yes, there has been significant
above-the-line spend, but the fact is
that they dominate...
Basic functions are more important than
brand name
#2 The functional brand
High
High
High
Low
Social profile | The functional brand
Volume of buzz
Sentiment
Social media presence
# of comments / ar...
Your fastest route to ROI will be through listening
which drives engagement
Our work with Orange telecommunications shows
...
‘Own’
1. Comprehensive FAQ resource
2. Orange user forum
‘Engage’ – « Fishing where the fish are »
1. Listened for 12 mont...
How Orange measures ROI
• Each contact centre call costs €5 to €10 to process
• One highly visible online answer can be se...
Appeals to desires of association and
community
#3 The exciting brand
high
Average
high
high
Social profile | The exciting brand
Volume of buzz
Sentiment
Social media presence
# of comments / ...
To increase revenue and profitability!
Whatever your marketing objectives (retention,
acquisition, brand awareness) monito...
Ubisoft Competitor Ranking & Campaign Measurement
#3 The exciting brand – Best practice
How Ubisoft measures marketing impact
• Key challenge: the volumes involved
• We monitor 300+ games in 12 countries and ra...
Affects your primary sources of concern
and can foster anxiety and doubts that you
feel compelled to share with your peers...
Very high
average
high
Very high
Social profile | The vital brand
Volume of buzz
Sentiment
Social media presence
# of comm...
Again, to increase revenue and profitability!
Even if you are a pharma brand reticent about
direct online engagement due t...
Insight discovery for Sanofi: Diabetes Type II
#4 The vital brand – Best practice
Product and packaging improvements
• Monitoring insights used to calibrate focus group
findings across 6 countries
• Buzz ...
Mapping brand types against
objectives helps to determine the
best reasons to start monitoring and
the fastest potential r...
Are you ready to start monitoring?
http://www.synthesio.com/blog
Catriona.Oldershaw
contact@synthesio.com
http://twitter.c...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality
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Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality

  1. 1. How to set up monitoring goals to match your brand personality Catriona Oldershaw Managing Director SYNTHESIO UK @synthesio @CatrionaTweets Web monitoring and research
  2. 2. 4 distinctive brand personalities 4 common monitoring objectives Mapping brand types against objectives helps to determine the best reasons to start monitoring and the fastest potential route to ROI
  3. 3. 1. Find insights and trends > Clients typically sit within Research & Strategy or Product Marketing > Pay for monitoring by channeling a % of focus group & survey budgets into social media monitoring > Recent IAB survey of 50 ISBA members: 52% using social media as a research tool 2. Optimise campaigns > Clients typically sit within Marketing and PR depts > Measurement = essential budget component > ROI comes from ability to increase campaign effectiveness – on the fly and for future campaigns Why listen?
  4. 4. 3. Engage > Clients typically based within Customer Service & PR (Influencer outreach) > Funded by reduction in traditional customer support costs (e.g. less calls into the call centre) > IAB survey >> only 30% using social media to perform a customer service function 4. Detect and manage a crisis > Corporate Comms & PR > % of traditional PR budget: catching a crisis early is a lot less expensive than catching it later!
  5. 5. Volume of buzz Strength of sentiment Social media presence # of comments / articles Our categorisation is based on: What’s your brand personality?
  6. 6. Fosters no spontaneous interest, leaving consumers indifferent #1 The boring brand
  7. 7. Volume of buzz Sentiment Social media presence # of comments / article Average Low Low Low Social profile | The boring brand 70% of all brands
  8. 8. There could be value in undertaking a Brand Audit for market insight and/or using monitoring to manage a crisis as it unfolds However, social media monitoring is more a ‘nice to have’ than a burning priority Unless, of course, you create an exception to the rule …. Why monitor?
  9. 9. • We monitor Compare the Market • Yes, there has been significant above-the-line spend, but the fact is that they dominate share of voice across social media channels and have turned a ‘boring’ brand into an ‘exciting’ brand in a crowded, commoditised market
  10. 10. Basic functions are more important than brand name #2 The functional brand
  11. 11. High High High Low Social profile | The functional brand Volume of buzz Sentiment Social media presence # of comments / article " Tell me how it works"
  12. 12. Your fastest route to ROI will be through listening which drives engagement Our work with Orange telecommunications shows quick and unequivocal ROI and has just won a Forrester Groundswell Award for best international B2C listening project Why monitor?
  13. 13. ‘Own’ 1. Comprehensive FAQ resource 2. Orange user forum ‘Engage’ – « Fishing where the fish are » 1. Listened for 12 months 2. Identified where, who and what 3. Hired community managers 4. Reached out to forum owners and ‘super contributors’ 5. Deployed a social CRM engagement platform #2 The functional brand – Best practice
  14. 14. How Orange measures ROI • Each contact centre call costs €5 to €10 to process • One highly visible online answer can be seen by up to 50 people • Reduction in call volumes means ROI is already « a few million Euros » • Ability to identify and solve ‘collective problems’ before they become a major headache • Learn from competitors – avoid mistakes and adopt good ideas .
  15. 15. Appeals to desires of association and community #3 The exciting brand
  16. 16. high Average high high Social profile | The exciting brand Volume of buzz Sentiment Social media presence # of comments / article It’s a no-brainer!
  17. 17. To increase revenue and profitability! Whatever your marketing objectives (retention, acquisition, brand awareness) monitoring will provide insights to drive better decision making: • Insights and trends • Optimise campaigns • Engage • Detect and manage a crisis Why monitor?
  18. 18. Ubisoft Competitor Ranking & Campaign Measurement #3 The exciting brand – Best practice
  19. 19. How Ubisoft measures marketing impact • Key challenge: the volumes involved • We monitor 300+ games in 12 countries and rank their performance based on volume of buzz and influence • Each week the list of games monitored changes (+/- 30-40 games) • Email reports can be produced with one-click, by country • Provides an instant measure of cut-through being achieved by PR & marketing .
  20. 20. Affects your primary sources of concern and can foster anxiety and doubts that you feel compelled to share with your peers #4 The vital brand
  21. 21. Very high average high Very high Social profile | The vital brand Volume of buzz Sentiment Social media presence # of comments / article Social media conversations are the beating heart of your brand
  22. 22. Again, to increase revenue and profitability! Even if you are a pharma brand reticent about direct online engagement due to compliance question marks (although the tide is turning on this one), you can benefit greatly from monitoring to: • Uncover insights and trends • Detect and manage a crisis Why monitor?
  23. 23. Insight discovery for Sanofi: Diabetes Type II #4 The vital brand – Best practice
  24. 24. Product and packaging improvements • Monitoring insights used to calibrate focus group findings across 6 countries • Buzz weighting of topics a surprise • Lots about the day to day struggle of living with diabetes • Practical questions – pumps vs insulin pens? • Revised product packaging and information inserts to better reflect patients’ areas of concern & fill in knowledge gaps .
  25. 25. Mapping brand types against objectives helps to determine the best reasons to start monitoring and the fastest potential route to ROI! To conclude …
  26. 26. Are you ready to start monitoring? http://www.synthesio.com/blog Catriona.Oldershaw contact@synthesio.com http://twitter.com/Synthesio +44 (0)20 7788 7448

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