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LIVErtising 2015 3 Listenomics

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Notes of my Master course for advertising majors at IHECS, Brussels, focusing on interactive marketing

Published in: Marketing
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LIVErtising 2015 3 Listenomics

  1. 1. WWW.LIVERTISING.NET LIVERTISING - IHECS - BRUSSELS - 2014 1 LIVErtising 15.3 LISTENomics
  2. 2. LIVErtising.NET IHECS  2014-­‐20152 What?
  3. 3. LIVErtising.NET IHECS  2014-­‐2015 LISTENomics The  study  of  naturally   occurring   conversations,   behaviours,  and  signals   that  may  or  may  not  be   guided,  that  brings  the   voice  of  people’s  lives   into  the  brand 3
  4. 4. LIVErtising.NET IHECS  2014-­‐2015 LISTENomics The  study  of   naturally   occurring   conversations,   behaviours,  and   signals 4
  5. 5. LIVErtising.NET IHECS  2014-­‐2015 LISTENomics that  may  or  may   not  be  guided,   that  brings  the   voice  of  people’s   lives  into  the   brand 5
  6. 6. LIVErtising.NET IHECS  2014-­‐20156
  7. 7. LIVErtising.NET IHECS  2014-­‐20157
  8. 8. LIVErtising.NET IHECS  2014-­‐20158
  9. 9. LIVErtising.NET IHECS  2014-­‐2015 Is listening real? 9 http://bit.ly/1e72yA0
  10. 10. LIVErtising.NET IHECS  2014-­‐201510 Is listening real?
  11. 11. LIVErtising.NET IHECS  2014-­‐2015 Is listening real? 11
  12. 12. LIVErtising.NET IHECS  2014-­‐2015 Is listening real? 12
  13. 13. LIVErtising.NET IHECS  2014-­‐201513 Is listening real? https://youtu.be/i27vrXeo0o0?list=PLJKL6MvJR-­‐AQAaQVzeFXIXsawMvmZBAsZ
  14. 14. LIVErtising.NET IHECS  2014-­‐201514
  15. 15. LIVErtising.NET IHECS  2014-­‐201515
  16. 16. LIVErtising.NET IHECS  2014-­‐201516
  17. 17. LIVErtising.NET IHECS  2014-­‐2015 17 Social  media   MONITORING Tracking  online  brand  mentions  on  a  daily   basis   Social  media   RESEARCH Analysing  naturally  occurring  online   conversations  to  better  understand  WHY  people   do  what  they  do,  say  what  they  say
  18. 18. LIVErtising.NET IHECS  2014-­‐2015 18 Social  media   MONITORING • PR   • Brand  protection   • Customer  service   • Engagement   • Sentiment Social  media   RESEARCH • WHY  people  do   • role  of  the  brand   • product  uses   • how  people   communicate
  19. 19. LIVErtising.NET IHECS  2014-­‐2015 19 Social  media   MONITORING • Social  media  DASHBOARDS   • Search  engines:  VERTICAL  vs  HORIZONTAL   • social  INTELLIGENCE:  free  vs  paying   • Social  INFLUENCE  measurement   • ANALYTICS  tools Social  media   RESEARCH
  20. 20. LIVErtising.NET IHECS  2014-­‐201520 How?
  21. 21. LIVErtising.NET IHECS  2014-­‐201521
  22. 22. LIVErtising.NET IHECS  2014-­‐201522
  23. 23. LIVErtising.NET IHECS  2014-­‐201523 Don’t DO social, BE social!
  24. 24. LIVErtising.NET IHECS  2014-­‐201524 How?
  25. 25. LIVErtising.NET IHECS  2014-­‐201525
  26. 26. LIVErtising.NET IHECS  2014-­‐201526 Can  social   media   contribute  to  a   B2B  strategy? Are  SEO  and   SEA  connected? Is  digital  moving   from  mobile   first  to  mobile   only?
  27. 27. LIVErtising.NET IHECS  2014-­‐201527
  28. 28. LIVErtising.NET IHECS  2014-­‐2015 The Monitoring 1st steps 28
  29. 29. LIVErtising.NET IHECS  2014-­‐201529 1 Alerts RSS Search 2 3 3
  30. 30. LIVErtising.NET IHECS  2014-­‐201530 Alerts 1
  31. 31. LIVErtising.NET IHECS  2014-­‐201531 Alerts 1
  32. 32. LIVErtising.NET IHECS  2014-­‐201532 Alerts 1
  33. 33. LIVErtising.NET IHECS  2014-­‐201533 Alerts 1
  34. 34. LIVErtising.NET IHECS  2014-­‐201534 1 Alerts RSS 2 3
  35. 35. LIVErtising.NET IHECS  2014-­‐201535 RSS 2
  36. 36. LIVErtising.NET IHECS  2014-­‐201536 RSS 2
  37. 37. LIVErtising.NET IHECS  2014-­‐201537 RSS 2
  38. 38. LIVErtising.NET IHECS  2014-­‐201538 RSS 2
  39. 39. LIVErtising.NET IHECS  2014-­‐201539 1 Alerts RSS Search 2 3 3
  40. 40. LIVErtising.NET IHECS  2014-­‐201540 Search 3
  41. 41. LIVErtising.NET IHECS  2014-­‐201541 Search 3
  42. 42. LIVErtising.NET IHECS  2014-­‐2015 The Monitoring 1st steps 42 Alerts RSS Search
  43. 43. LIVErtising.NET IHECS  2014-­‐201543
  44. 44. LIVErtising.NET IHECS  2014-­‐201544 Search 3
  45. 45. LIVErtising.NET IHECS  2014-­‐201545 Search 3
  46. 46. LIVErtising.NET IHECS  2014-­‐2015 The Monitoring 1st steps 46 Alerts RSS Search
  47. 47. LIVErtising.NET IHECS  2014-­‐2015 Intermediate Monitoring 47
  48. 48. LIVErtising.NET IHECS  2014-­‐201548 Social network management dashboards Monitoring dashboards Reputation management 1 2 3
  49. 49. LIVErtising.NET IHECS  2014-­‐201549 1 Social network management dashboards
  50. 50. LIVErtising.NET IHECS  2014-­‐201550 1
  51. 51. LIVErtising.NET IHECS  2014-­‐2015 RebelMouse  organizes  your   social  presence  into  a   beautiful,  dynamic  and  social   site  -­‐-­‐  in  seconds.   RebelMouse  is  your  social   front  page  and  automatically   updates  as  you  post  on  social   networks  as  well  as  when   you  blog  directly  on  your   site. 51
  52. 52. LIVErtising.NET IHECS  2014-­‐201552 1
  53. 53. LIVErtising.NET IHECS  2014-­‐201553 1
  54. 54. LIVErtising.NET IHECS  2014-­‐201554 2 Reputation management
  55. 55. LIVErtising.NET IHECS  2014-­‐201555 2
  56. 56. LIVErtising.NET IHECS  2014-­‐201556
  57. 57. LIVErtising.NET IHECS  2014-­‐201557
  58. 58. LIVErtising.NET IHECS  2014-­‐201558 2
  59. 59. LIVErtising.NET IHECS  2014-­‐201559 2
  60. 60. LIVErtising.NET IHECS  2014-­‐201560 3 Monitoring dashboards
  61. 61. LIVErtising.NET IHECS  2014-­‐201561 3
  62. 62. LIVErtising.NET IHECS  2014-­‐201562 3
  63. 63. LIVErtising.NET IHECS  2014-­‐201563 3
  64. 64. LIVErtising.NET IHECS  2014-­‐201564 3
  65. 65. LIVErtising.NET IHECS  2014-­‐201565 3
  66. 66. LIVErtising.NET IHECS  2014-­‐201566 31
  67. 67. LIVErtising.NET IHECS  2014-­‐201567
  68. 68. LIVErtising.NET IHECS  2014-­‐201568
  69. 69. LIVErtising.NET IHECS  2014-­‐2015 Advanced Monitoring 69
  70. 70. LIVErtising.NET IHECS  2014-­‐2015 Social Intelligence 70
  71. 71. LIVErtising.NET IHECS  2014-­‐201571
  72. 72. LIVErtising.NET IHECS  2014-­‐201572
  73. 73. LIVErtising.NET IHECS  2014-­‐201573
  74. 74. LIVErtising.NET IHECS  2014-­‐201574
  75. 75. LIVErtising.NET IHECS  2014-­‐201575
  76. 76. LIVErtising.NET IHECS  2014-­‐2015 advanced tools 76
  77. 77. LIVErtising.NET IHECS  2014-­‐201577
  78. 78. LIVErtising.NET IHECS  2014-­‐201578
  79. 79. LIVErtising.NET IHECS  2014-­‐201579
  80. 80. LIVErtising.NET IHECS  2014-­‐201580
  81. 81. LIVErtising.NET IHECS  2014-­‐201581 How much?
  82. 82. LIVErtising.NET IHECS  2014-­‐201582 Subscription Free Gamification Freemium One-­‐off
  83. 83. LIVErtising.NET IHECS  2014-­‐201583
  84. 84. LIVErtising.NET IHECS  2014-­‐201584
  85. 85. LIVErtising.NET IHECS  2014-­‐2015 Analytics 85
  86. 86. LIVErtising.NET IHECS  2014-­‐2015 Listening Social  listening   allows  you  to     monitor  how   keywords  are   discussed  across   social  channels 86
  87. 87. LIVErtising.NET IHECS  2014-­‐2015 Analytics Social  analytics     measures  the   performance  of     your  social   profiles  in  all   relevant  metrics 87
  88. 88. LIVErtising.NET IHECS  2014-­‐201588
  89. 89. LIVErtising.NET IHECS  2014-­‐201589

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