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LIVErtising 2018 03 from listening to intelligence slideshare version

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Keynote 03 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 03 from listening to intelligence slideshare version

  1. 1. LIVErtising.netS 2017-18 1
  2. 2. LIVErtising.netS 2017-18 4 From monitoring to INTELLIGENCE LIVErtising 18.03 part A
  3. 3. LIVErtising.netS 2017-18 https://youtu.be/krNNMFpA1wY
  4. 4. LIVErtising.netS 2017-18 https://youtu.be/krNNMFpA1wY
  5. 5. LIVErtising.netS 2017-18 4
  6. 6. LIVErtising.netS 2017-18 5
  7. 7. LIVErtising.netS 2017-18 5
  8. 8. LIVErtising.netS 2017-18 6
  9. 9. LIVErtising.netS 2017-18 6
  10. 10. LIVErtising.netS 2017-18 6
  11. 11. LIVErtising.netS 2017-18 6
  12. 12. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
  13. 13. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
  14. 14. A social signal is a measure of social media engagement (interaction x amplification), such as a vote, share, like, hashtag, tag, tagged picture or brand mention.
  15. 15. LIVErtising.net Social Listening : two approaches !9
  16. 16. LIVErtising.net Tracking naturally occurring
 contents on a daily basis Social Listening : two approaches !9
  17. 17. LIVErtising.net Tracking naturally occurring
 contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
  18. 18. LIVErtising.net Social Media MONITORING Tracking naturally occurring
 contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
  19. 19. LIVErtising.net Social Media MONITORING Social Media RESEARCH Tracking naturally occurring
 contents on a daily basis Analysing naturally occurring contents to better understand WHY people do what they do, say what they say Social Listening : two approaches !9
  20. 20. LIVErtising.net Social Media MONITORING Social Media RESEARCH Social Listening : two approaches !10 Adapted from Dan Neely, CEO of Networked Insights
  21. 21. LIVErtising.net Social Media MONITORING Social Media RESEARCH Social Listening : two approaches !10 Monitoring sees trees, Research sees the forest Adapted from Dan Neely, CEO of Networked Insights
  22. 22. LIVErtising.net Social Listening - focus !11
  23. 23. LIVErtising.net Social Listening - focus !11 Social Media MONITORING
  24. 24. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … Social Media MONITORING
  25. 25. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … Social Media MONITORING Social Media RESEARCH
  26. 26. LIVErtising.net Social Listening - focus !11 • Crisis management & brand protection • Customer service • Engagement tracking and benchmarking • Sentiment analysis • Influencer spotting • Real-time insights / real-time marketing • Emerging trends • Competitor monitoring, SOV • Monitoring event resonance • … • WHY consumers do what they do • HOW do they use the product • WHAT could improve the service • WHERE do consumers communicate • Product development & improvement • Informing strategic decisions • Predictive marketing • Schedule social content • … Social Media MONITORING Social Media RESEARCH
  27. 27. LIVErtising.netS 2017-18 12
  28. 28. LIVErtising.netS 2017-18 13
  29. 29. LIVErtising.netS 2017-18 14
  30. 30. LIVErtising.netS 2017-18 15
  31. 31. LIVErtising.netS 2017-18 15
  32. 32. LIVErtising.netS 2017-18 16
  33. 33. LIVErtising.netS 2017-18 16
  34. 34. LIVErtising.netS 2017-18 16
  35. 35. LIVErtising.netS 2017-18 16
  36. 36. LIVErtising.netS 2017-18 16
  37. 37. LIVErtising.netS 2017-18 16
  38. 38. LIVErtising.net Social Listening - tools !17 Social Media MONITORING Social Media RESEARCH
  39. 39. LIVErtising.net Social Listening - tools !17 Social Media MONITORING Social Media RESEARCH
  40. 40. LIVErtising.net Social Listening - tools !17 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
  41. 41. LIVErtising.netS 2017-18 18 #EvianBottleService
  42. 42. LIVErtising.netS 2017-18 19 https://youtu.be/4EscVUOoFTw
  43. 43. LIVErtising.netS 2017-18 19 https://youtu.be/4EscVUOoFTw
  44. 44. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
  45. 45. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
  46. 46. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
  47. 47. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
  48. 48. LIVErtising.netS 2017-18 !20 Kewlox-> #LIVErtising > Les Tartes de F. -> organic cosmetics ->
  49. 49. LIVErtising.netS 2017-18 21 https://youtu.be/cFN8ezZmBRE?list=PLMMVo62pRGHA0lutVGzfrrx6tfkdXBfHx
  50. 50. LIVErtising.netS 2017-18 21 https://youtu.be/cFN8ezZmBRE?list=PLMMVo62pRGHA0lutVGzfrrx6tfkdXBfHx
  51. 51. LIVErtising.netS 2017-18 22
  52. 52. LIVErtising.netS 2017-18 22
  53. 53. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4
  54. 54. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT
  55. 55. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening
  56. 56. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component
  57. 57. LIVErtising.net Social Listening: why you need this as a basic communication skill? 23 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component Social is a user’s resonance board
  58. 58. LIVErtising.netS 2017-18 24 #1 Brand Republic Insight, The Customer Journey, A marketer’s paradox of strategy v practice, Whitepaper, 2017
  59. 59. LIVErtising.netS 2017-18 25 #2
  60. 60. LIVErtising.netS 2017-18 25 #2
  61. 61. LIVErtising.netS 2017-18 !26 1. 2.3. #3
  62. 62. LIVErtising.netS 2017-18 !26 1. 2. #3
  63. 63. LIVErtising.netS 2017-18 !26 2. #3
  64. 64. LIVErtising.netS 2017-18 !26 #3
  65. 65. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  66. 66. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  67. 67. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  68. 68. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  69. 69. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  70. 70. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  71. 71. LIVErtising.net 27 Listening adds value across the whole company Product development Sales & trade promotion CRM Personnel & HRM Commu- nication Packaging #3
  72. 72. LIVErtising.netS 2017-18 28 #4
  73. 73. LIVErtising.net Social Listening: why you need this as a basic communication skill? 29 #3 #1 #2 #4 Your users expect you to react IRT Engagement (interaction X amplification) involves listening Listening is a strategic component Social is a user’s resonance board
  74. 74. LIVErtising.net Social Listening: your take 30
  75. 75. LIVErtising.net Social Listening: your take 30 Competitor “sortie cinema”
  76. 76. LIVErtising.net Social Listening: your take 30
  77. 77. LIVErtising.net Social Listening: your take 30 Influencer spotting
  78. 78. LIVErtising.net Social Listening: your take 30
  79. 79. LIVErtising.net Social Listening: your take 30 Context of use
  80. 80. LIVErtising.net Social Listening: your take 30
  81. 81. LIVErtising.net Social Listening: your take 30 Influencer spotting
  82. 82. LIVErtising.net Social Listening: your take 30
  83. 83. LIVErtising.net Social Listening: your take 30 Sentiment analysis
  84. 84. LIVErtising.net Social Listening: your take 30
  85. 85. LIVErtising.net Social Listening: your take 30 Product-related benefits
  86. 86. LIVErtising.net Social Listening: your take 30
  87. 87. LIVErtising.net Social Listening: your take 30 Product-related benefits
  88. 88. LIVErtising.net Social Listening: your take 30
  89. 89. LIVErtising.netS 2017-18 31 Are apps a dead end as a communication tool? What contribution can AI bring to CRM How to address Gen Y’s use of adblockers?
  90. 90. LIVErtising.net What to listen for? 32 - Any expression of a user interaction or brand query
  91. 91. LIVErtising.net What to listen for? 32 - Brand name, branded hashtag, … Any expression of a user interaction or brand query
  92. 92. LIVErtising.net What to listen for? 32 - Brand-related visual content Brand name, branded hashtag, … Any expression of a user interaction or brand query
  93. 93. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Any expression of a user interaction or brand query
  94. 94. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Any expression of a user interaction or brand query
  95. 95. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Any expression of a user interaction or brand query
  96. 96. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Real-time events Any expression of a user interaction or brand query
  97. 97. LIVErtising.net What to listen for? 32 - Product-related keywords Brand-related visual content Brand name, branded hashtag, … Competitors Product uses, benefits Context of use, users’ interests, users’ habits Real-time events Any expression of a user interaction or brand query
  98. 98. LIVErtising.netS 2017-18 33 https://adespresso.com/blog/instagram-daily-hashtags/
  99. 99. LIVErtising.netS 2017-18 34
  100. 100. LIVErtising.netS 2017-18 35
  101. 101. LIVErtising.net 36
  102. 102. LIVErtising.net 37
  103. 103. LIVErtising.netS 2017-18 38 Coming next: The Tools of the Trade
  104. 104. LIVErtising.netS 2017-18 4 From monitoring to INTELLIGENCE LIVErtising 18.03 part B
  105. 105. LIVErtising.net Social Listening - tools !40 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
  106. 106. LIVErtising.net Social Listening - tools !40 Alerts Search engines: VERTICAL vs HORIZONTAL Social media monitors Reputation measurement Dashboards Social media intelligence Social Media MONITORING Social Media RESEARCH
  107. 107. LIVErtising.netS 2017-18 41 https://youtu.be/awdydkaPd2Q
  108. 108. LIVErtising.netS 2017-18 41 https://youtu.be/awdydkaPd2Q
  109. 109. LIVErtising.netS 2017-18 42
  110. 110. Alerts Search monitors MANAGERS dashboards reputation
  111. 111. Alerts Search monitors MANAGERS dashboards reputation
  112. 112. Alerts Search monitors MANAGERS dashboards reputation INTELLIGENCE
  113. 113. Alerts
  114. 114. CLINIQUE JYB Clinique Jyb clinique job
  115. 115. ++CLINIQUE ++JYB CLINIQUE JYB Clinique Jyb clinique job
  116. 116. LIVErtising.netS 2017-18 46 Alerts
  117. 117. LIVErtising.netS 2017-18 46 Alerts
  118. 118. Search
  119. 119. Search
  120. 120. Search
  121. 121. LIVErtising.netS 2017-18 49
  122. 122. LIVErtising.netS 2017-18 50 Reputation Dashboards Alerts
  123. 123. monitors
  124. 124. MANAGERS
  125. 125. dashboards
  126. 126. reputation
  127. 127. LIVErtising.netS 2017-18 55 http://www.bruceclay.com/blog/what-is-klout/
  128. 128. LIVErtising.netS 2017-18 56
  129. 129. LIVErtising.netS 2017-18 57
  130. 130. LIVErtising.netS 2017-18 58
  131. 131. INTELLIGENCE
  132. 132. LIVErtising.netS 2017-18 60

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