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A brand, customer and public intelligence tool<br />Claire Cooper<br />Senior Client Services Manager<br />
agenda<br />Social media landscape<br />Drawing brand/ product insights from social media monitoring<br />Case study: Usin...
Someone is talking about your brand right now.<br />
Tweet<br />Just Google it<br />Like<br />Bookmarklet<br />I digg you<br />Yahoo<br />Original image from www.isteconnects....
1,733,993,741 people are now online. That’s over a quarter of the entire population and usage is growing at 380%. Social m...
25% of search results for the worlds top 20 brands are links to user-generated content <br />(Marketing Vox and Nielsen Bu...
90% of consumers trust peer recommendations (Nielsen Global Online Consumer Survey July 2009)<br />
Uncovering social intelligence for your brand.<br />
#1 SET UP A LISTENING POST<br />
Collect<br />Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. <br />#2 co...
#3 draw insight from the data<br />Alterian SM2 provides visibility into social media: <br /><ul><li>Who's talking: gender...
What they're saying: sentiment analysis, and discussion clustering
How popular are they: ranking
Where they're talking: blogs, social networks, microblogs...all of social media</li></li></ul><li>#4 PREPARE TO engage<br ...
SOCIAL INTELLIGENCE allows you to draw deeper customer insights<br />Original image from www.smlxtralarge.com<br />
Intelligence tool demo:Alterian SM2case study on isnack 2.0<br />
See when events spike with the daily search volume graph<br />isnack launch<br />
PEOPLE TWITTER-ED LIKE MAD ABOUT ISNACK 2.0<br />
Isnack was talked about more widely than cheesybite<br />
Fat and weight are key topic themes when talking about isnack<br />Fat<br />Weight<br />
WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />www.weightwatchers.com , www.bubhub.com.au, www.messag...
WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />www.weightwatchers.com , www.bubhub.com.au, www.messag...
WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />
WHO’S TALKING MORE? MALES OR FEMALES...<br />
There was a lot of negativity surrounding isnack 2.0<br />
View all results individually<br />
Analyse the result in detail<br />
SO WHO IS S_DOG?<br />
Assign results to team members for follow-up<br />
FIND OUT HOW CONSUMERS TAG YOUR BRAND<br />
See who is talking about you globally<br />
SO WHAT WOULD KRAFT HAVE LEARNED FROM THIS?<br />Conversations peaked around the launch of isnack 2.0 but this wasn’t main...
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The Best Communicators Start as the Best Listeners

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The benefits of social media monitoring as a brand, customer and public intelligence tool.

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The Best Communicators Start as the Best Listeners

  1. A brand, customer and public intelligence tool<br />Claire Cooper<br />Senior Client Services Manager<br />
  2. agenda<br />Social media landscape<br />Drawing brand/ product insights from social media monitoring<br />Case study: Using Alterian SM2 we will review what took place in social media when Kraft launched their vegemite skew isnack 2.0<br />
  3. Someone is talking about your brand right now.<br />
  4. Tweet<br />Just Google it<br />Like<br />Bookmarklet<br />I digg you<br />Yahoo<br />Original image from www.isteconnects.org<br />
  5. 1,733,993,741 people are now online. That’s over a quarter of the entire population and usage is growing at 380%. Social media creates a level playing field globally (Internet World Stats)<br />Photo from Getty Images<br />Original image from www.whereswaldo.com<br />
  6. 25% of search results for the worlds top 20 brands are links to user-generated content <br />(Marketing Vox and Nielsen BuzzMetrics SES Magazine, June 8, pp 24.25)<br />Photo from Getty Images<br />Original image from www.brandsoftheworld.com<br />
  7. 90% of consumers trust peer recommendations (Nielsen Global Online Consumer Survey July 2009)<br />
  8. Uncovering social intelligence for your brand.<br />
  9. #1 SET UP A LISTENING POST<br />
  10. Collect<br />Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. <br />#2 collect and analyse the conversations<br />Store<br />Created in 2007, Alterian SM2 contains over 3.5 billion social media mentions, blogs, tweets, posts, images and conversations. <br />Understand<br />The Alterian SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. <br />
  11. #3 draw insight from the data<br />Alterian SM2 provides visibility into social media: <br /><ul><li>Who's talking: gender, age and location
  12. What they're saying: sentiment analysis, and discussion clustering
  13. How popular are they: ranking
  14. Where they're talking: blogs, social networks, microblogs...all of social media</li></li></ul><li>#4 PREPARE TO engage<br />I love comments<br />or<br />
  15. SOCIAL INTELLIGENCE allows you to draw deeper customer insights<br />Original image from www.smlxtralarge.com<br />
  16. Intelligence tool demo:Alterian SM2case study on isnack 2.0<br />
  17. See when events spike with the daily search volume graph<br />isnack launch<br />
  18. PEOPLE TWITTER-ED LIKE MAD ABOUT ISNACK 2.0<br />
  19. Isnack was talked about more widely than cheesybite<br />
  20. Fat and weight are key topic themes when talking about isnack<br />Fat<br />Weight<br />
  21. WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />www.weightwatchers.com , www.bubhub.com.au, www.messageboards.ivillage.com,<br />www.obesityhelp.com, www.answers.yahoo.com, www.community.babycenter.com, www.community.thebump.com<br />
  22. WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />www.weightwatchers.com , www.bubhub.com.au, www.messageboards.ivillage.com,<br />www.obesityhelp.com, www.answers.yahoo.com, www.community.babycenter.com, www.community.thebump.com<br />
  23. WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION<br />
  24. WHO’S TALKING MORE? MALES OR FEMALES...<br />
  25. There was a lot of negativity surrounding isnack 2.0<br />
  26. View all results individually<br />
  27. Analyse the result in detail<br />
  28. SO WHO IS S_DOG?<br />
  29. Assign results to team members for follow-up<br />
  30. FIND OUT HOW CONSUMERS TAG YOUR BRAND<br />
  31. See who is talking about you globally<br />
  32. SO WHAT WOULD KRAFT HAVE LEARNED FROM THIS?<br />Conversations peaked around the launch of isnack 2.0 but this wasn’t maintained longer than 3 months<br />Twitter was the most popular platform for discussion at launch<br />Weight loss and Baby forums were also popular discussion areas. This highlights possible new strategies:<br />Campaign focused on the health elements of the product with placement on media channels such as weighwatchers.com.au <br />If the health benefits don’t stack up this builds a business case for a light variant of the product<br />Campaign focused around it being a great family snack targeted towards baby/ parenting forums such as bubhub.com.au<br />Identification of potential brand advocates<br />Pinpointing of negative conversations highlighting opportunities for Kraft to respond<br />
  33. E: hello@bullseye.com.au<br /> : @ccoops<br />W: www.bullseye.com.au<br />

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