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Tezza Yujuico - Athena East - Tracking a Product Launch in Social Media


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Tezza Yujuico - Athena East - Tracking a Product Launch in Social Media

  1. 1. Tezza Yujuico, Co-Founder & COO Monitoring a Product Launch in Social Media
  2. 2. © Athena East, Confidential Categoriz e & Analyze Data Smart Data, Actionable Insights
  3. 3. © Athena East, Confidential Client: A leading chip manufacturer Brief: • Actively monitor consumer reaction to the launch of 2 new products in forums, online communities, and on Facebook, YouTube, & Twitter • Potentially respond to issues and responses Deliverables: • Daily analysis of activity • Week 1, Month 1, & Comprehensive Reports
  4. 4. Our Process © Athena East, Confidential Map Listen FilterReport Refine
  5. 5. © Athena East, Confidential Know what you’re looking for I guess these are all positive. PRODUCT ATTRIBUT •Price •Performance •Warranty •News •Where to Buy? •Vs Competitors
  6. 6. Gather your tools © Athena East, Confidential Monitoring Tool Engagement Guidelines Escalation Trees/Watchlist Report Formats Other internal teams
  7. 7. © Athena East, Confidential Processing the data “The discussions continue to be centered around the sites with early reviews (Anandtech, Engadget, Tom's Hardware, etc.), although the numbers haven't grown dramatically. There is quite a bit of Twitter activity as users retweet those reviews.” Brand 1 Brand 2
  8. 8. Key Findings © Athena East, Confidential
  9. 9. If you only remember 3 things… © Athena East, Confidential 1. Define your goals 2. Take the time to get a process and build a framework for your program. 3. Be proactive- and be flexible
  10. 10. Athena East-Powered Social Media Campaigns & Communities© Athena East, Confidential
  11. 11. Tezza Yujuico 415.279.2283 Thank You © Athena East, Confidential