INSEAD MBA class D12 - Examples

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The values and data in those examples is real. The names of the companies or products have been changed to protect our clients privacy.

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INSEAD MBA class D12 - Examples

  1. 1. INSEAD  MBA  D12   28th  May  2012   Facebook   N   Online  News   Blog   Twi3er   Video  Examples  Social  Media   TV   Print   By  Lutz  Finger   Images   Forum   We  make  sense  out  of  media  
  2. 2. Which  feature  to  choose?   ●  Our  client  thought   about  3  different   features  to   implement.  Which   one  should  they   choose?   ●  RESULT:  Ease  of  use   is  clearly  the   favorite  in  the   public  discussion  –   but  Security  was   highly  important  in   Japan.  
  3. 3. Understand  your  Media  Impact!   ●  Which  brand  has   managed  to  create  the   most  media  impact?     ●  Which  brand  uses   which  media  type  to   create  impact?   ●  RESULT:  Samsung  is   the  leader  in  terms  of   message  spread  (due   to  a  new  product)  and   RIM  should  focus   more  on  social  media   such  as  facebook,  UG1-­‐ videos  or  UG1  images.   1  UG  =  user  generated  
  4. 4. On  what  topic  to  focus?   ●  Which  topics  need  to  be  addressed  by   A  candidate  for  the  Singapore   the  brand?  Who  should  one  talk  to?   ElecFon  (incl.  SenFment)   ●  RESULT:  this  candidate  was  mainly  seen   Healthcare   in  conjunc_on  with  “healthcare”  Financial  reforms   discussions  but  not  associated  with   "First  class"   “financial  reforms”.  Fisheye  can  suggest   Iraq   who  he  should  talk  to  to  spread  the   Race  issues   word.   Elec_ons   Employment     0   20   40   60   80   100   120   140    Posi_ve    Neutral    Nega_ve  
  5. 5. Sales  &  Social  Media  AcFvity   ●  Does  social  media  ac_vity  or  does  the   80%   spread  of  your  brand  in  the  news  (via  SMI)   Acer  saw  an  increase  of   67%  in  their  sales  month   help  you  to  predict  sales?   70%   R2  =  0.949   on  month     ●  Our  client  measures  Sales  vs.  the  spread  of   60%   media  ac_vity.  Also  he  measures  the  EMV   (editorial  marke_ng  value)  of  his  %  Sales  Share   50%   involvement.   40%   ●  RESULT:  The  client  can  be3er  control  the   Dell   value  of  his  media  ac_ons.   30%   HP     20%   Apple  has  tradi_onal  a  strong   social  media  presence.     10%    Lenovo   0%   0   5   10   15   20   25   30   35   Medion   Asus   Social  Media  Impact  in  ‘000  on  media  coverage  
  6. 6. Stock  Price  and  Social  Media   ●  Does  the  public   percep_on   impact  your  share   price?     ●  RESULT:  There  is   a  correla_on   between  BP’s   share  price  and   the  net  sen_ment   score1  on  BP.   1  Net  sen_ment  score  =  #  of  pos.   men_ons  vs.  #  of  nega_ve  men_ons      
  7. 7. Know  who  to  reach?   ●  Who  complains  about   your  service?     ●  RESULT:  our  client  can   reach  out  to  help   them.  Moreover  he   has  a  metric  to  decide,   who  is  important  and   who  is  not.   Reach  out  !   Know  their  importance  !  
  8. 8. PosiFon  in  the  Media   Proportion of coverage among Axa Insurance ! and competitors in top media! Frequency!●  Every  client  has  publica_ons,  which  are  ‘important’  for  them.   How  well  is  he  here  posi_oned  vs.  his  compe_tors?  ●  RESULT:  Axa  Insurance  needs  to  work  on  their  rela_onship  with   the  interac_ve  Investor.  It  is  talking  ac_vely  about  Axa’s   compe_tors  but  propor_onal  not  enough  about  Axa  itself.      
  9. 9. 3000   2500    EvaluaFon  of  PR  tacFcs   PR  tacFcs  employed  for  a  naFonal  tourism   Volume  of  men_ons   2000   authority  over  a  7-­‐month  period   1500   1000   500   0   1-­‐Jan-­‐10   1-­‐Feb-­‐10   1-­‐Mar-­‐10   1-­‐Apr-­‐10   1-­‐May-­‐10   1-­‐Jun-­‐10   1-­‐Jul-­‐10   1-­‐Aug-­‐10   23 Feb 2010 21 Nov 2009 29 April 2010 Main ambassadorUnveiling of special 27 April 2010 Council unveils national 1 July 2010 namedmascots song Announced the third The second ambassador ambassador is announced May 17 2010 8 March 2010 99 Days Countdown Celebration Design revealed ●  Volume  or  reach  of  men_ons  over  _me  reveals  for  many  clients   what  has  worked  in  their  Media  Strategy.     ●  RESULT:  The  team  can  compare  different  events  and  plan  be3er   in  the  future.    
  10. 10. Originators  vs.  Proliferators     Gail’s  AcFvity  vs.  Response  Profile  Compared   AcFvity   Response   ●  Who  is  an  effec_ve  influencer?  Gail   75   45   30   60   150   ●  Who  talks  about  your  brand  and  is   listened  to?  Steve   42   50   40   40   20   Own  Ac_vity   ●  RESULT:  out  of  60  ambassadors,   FB  Shares/likes   choose  the  right  ones  for  a   Comments  Ron   50   19   20   40   80   product  promo_on.   Retweets   Bitly  clicks   VJ   100   7   29   30   60   0   50   100   150   200   250   300   350   400   Node  of  influence   Gail’s  Topic  Word  Cloud  

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