The pulse - start planning for the real world

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People have never before revealed so much without being asked

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The pulse - start planning for the real world

  1. 1. 1
  2. 2. SUCCESSFUL CAMPAIGNSARE A MIX OF Talkability Consumer and engagement likeability Consistency Relevance through all for channels consumers Clear differentiation GETTING THERE REQUIRES NEW WAYS OF WORKING Vincent Van Dessel - CEO McCann Brussels 2
  3. 3. PEOPLE HAVE NEVER BEFORE REVEALED SO MUCH WITHOUT BEING ASKED 3
  4. 4. A GREAT OPPORTUNITYTO START PLANNING CAMPAIGNS FOR THE REAL WORLD 4
  5. 5. “Sparkling insights that lead us to a strong creative idea are seldomly found in vast research reports or powerpoint presentations. We mostly find them in consumer quotes orobservations. Traditional research often fails to deliver triggers for great campaigns” Benoit Hilson & Olivier Roland - Creative directors McCann Brussels 5
  6. 6. PLANNING FORTHE REAL WORLD 6
  7. 7. THE PULSE Consistency from insight & strategy to implementation. Within the Pulse we apply an online research methodology at Where do we every stage of the process, generating want to be? complementary insights for understanding the market, the category and the consumer. It allows us to determine the problems How willl we Where are the brand is facing, and how we now? get there and how will communications might be best deployed How did we we know we and (later) evaluated, to meet the brief get there succeeded and measure the result. 7
  8. 8. THE PULSEAN INTEGRATED APPROACH 8
  9. 9. 9BUILDING BLOCKS
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  12. 12. “Every day, hundreds, thousands ofconversations are happening about your brand.Engaging with consumers starts with listening. That is knowing who they are, what they say and what moves them.” Paul Baeyaert – Chief Executive Officer Belgium, Chairman Consumer Practice EMEA – WEBER SHANDWICK 12
  13. 13. DIGITAL AND SOCIAL MEDIA SERVICES OFFEREDBY WEBER SHANDWICK Listen Plan Engage Digital/Social Digital campaign Social Listening media strategy development and development implementation Coaching and Crisis monitoring Content creation workshops Organise Community processes and management digital guidelines Crisis Crisis preparedness management 13
  14. 14. The data showed that the most THEME common word (s) was “acquisition/merger”, followed by CONVERSATION VOLUME N/A employees. Various October– December 2012 Employees The news under various categories Total Conversations Conversation trend line Labor unions reflected conversations around the by category fears of unemployment among 50 Jobs *Brand* workersAcquisition/Merger 0 12-… 11-… 17-… 13-… 14-… 15-… 16-… 18… 0 50 100 Proportion ofThe most used keywords in associationwith *Brand* continue to be 1% Keyword Mentions The line graph above shows a the trend ofacquisition/merger (buys) but leaned alsotowards employees. The news was mostly 14% total conversations from April 11 through Acquisition/Merger April 18 across 5 of the 6 selected marketson the impact of the acquisition onemployees Jobs The volume of conversations online gradually 19% Labor unions fell from the 11th to no conversations on theThe bar chart above shows the number of 53% topic at all on the 15th of April. However, Employeesconversations containing the selectkeywords. Some of the conversations had 0% Various conversations sharply picked up from the 16th of April through the 18th with a bit ofmore than one keyword and is accounted 13% N/A fluctuation towards the end of the monitoringfor in the graph above. period. 14
  15. 15. CHANNEL BREAKDOWN SENTIMENT ANALYSIS USER ANALYSIS: ONLINE INFLUENCERS Top Users by Potential Most Popular Most Top Posters Media Channel 60 News, 49 Reach Interactions Breakdown 50 40 News Blogs Social Forums Blog, 28 30 1% Social, 21 23% 20 10 49% Social, 2 News, 1 Forums, 1 0 27% Blog Social News Forums ** Potential Reach If a user has 500 followers, a tweet by that user has a potential reach of 500. If a user with 100 followers The chart above represents the share of conversation tweets 4 times, this will count as a total potential reach of 400. This metric is an estimation of theForums sentiment by social media channels. influence of a certain user Social This monitoring period, news sites and some twitter **Most popular tweets: The top Twitter, Facebook, a.o. users whose posts about this topic have been handles of key publications, accounted for 49% of the retweeted (shared) or liked the most by others. conversations in social media. Majority of the Blogs conversations on twitter and blogs were generated from online portals of news sites. **Most Interactions: The top Twitter, Facebook, a.o. users that have been mentioned or commented on the most by others in posts about this topic. News There were no negative conversations in this monitoring period. **Top Posters: The top users ranked according to how much they post about this topic. 0 20 40 60 CONVERSATION CLOUD 15
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  17. 17. WHY MARKET RESEARCH? Get Insights Validate & Finetune Evaluate Engage 17
  18. 18. “Online listening, research and consumer conversationsoffer new opportunities for gathering insights. But the way we validate and quantify those insights is key. The quote of a lost soul on Twitter with hardly any followers must be evaluated in terms of its relevance for peers and consumers. Successful campaigns need a significant resonance, beconsistent with brand values, be talkable and likeable. At any moment in the flow we can assist with The Pulse.“ TAMARA VANSPAUWEN - Market Research Responsible – futures Complete online research with quantitative data 18
  19. 19. HOW ?Via online market-research : 130.000 Belgians 1000 Opinion respondents per e-mail 19
  20. 20. HOW ? I-COMMUNITIES 20
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  23. 23. ADVERTISERS ARE LOOKING FORTRANSPARANCY AND FREEDOM IN A AGENCY RELATION From cherrypicking to one-stop shopping Transparant Pricing 23
  24. 24. SUMMARIZED 24
  25. 25. THE PULSE - SUMMARIZED Unique insights from the real world – not from Lab situations, but from real behavior Validated by traditional research – For risk reduction on decision / quantifying and validating Multi disciplinary account management – calling upon experts when needed 25
  26. 26. THE PULSE - SUMMARIZED With an integrated approach for going to Market – With a clear and transparant Research and Operational pricing for each package of execution of findings in one the value proposition company Operational execution based on boosting talkability of Freedom of choice : From campaigns cherry picking to one-stop (engineering conversational shopping capital is our goal) 26

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