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
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.
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
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
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
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
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 !
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.
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.
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