Buzz Numbers Mumbrella Presentation

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Buzz Numbers Mumbrella Presentation

  1. 1. How to monitor your brand in the digital world Nick Holmes à Court nick.holmesacourt@buzznumbershq.com
  2. 2. Market Research  Media Monitoring  Brand Reputation  Search Engines  Online Reputation Monitoring 
  3. 3. What percentage of your brand  reputation is controlled by online conversations? How much has that changed in  the last 5 years? How much will this change in  the next 5 years?
  4. 4. People like people  People trust each other more than any other source  Opinion of a friend  Opinion of a stranger  Online Opinions 
  5. 5. “Open social networks have disrupted the simple division between public broadcast media (TV, radio) and private communications media (telephones, faxes). MySpace comments, twitter updates and a range of other social media interactions, while intended for a more intimate, immediate audience, reside in the public space and are viewable to all. “ Ben Phillips, Euro RSCG, AdNews April 2009
  6. 6. Here Comes Everybody…  “Open social networks have disrupted the simple division between public broadcast media (TV, radio) and private communications media (telephones, faxes). MySpace comments, twitter updates and a range of other social media interactions, while intended for a more intimate, immediate audience, reside in the public space and are viewable to all. “ Ben Phillips, Euro RSCG, AdNews April 2009
  7. 7. Brand Communications 1.0  ◦ Marketing & Advertising ◦ Corporate Communications ◦ Public Relations ◦ Market Research ◦ Customer Support Brand Communications 2.0  ◦ The Permeable Enterprise
  8. 8. All Corporate Activities including Advertising, PR,  Marketing, Digital and Events stimulate consumer conversations that end up in: ◦ Search engines ◦ News ◦ Blogs ◦ Social Media ◦ Wikis ◦ Forums ◦ Groups ◦ Podcasts ◦ Video & Web TV
  9. 9. 2.3 Million Australians have created a blog  1.6 Million Australians ongoingly update their blog  since creating it 7.1 Million Australians read one or more blogs  regularly Source: January 2007 Nielsen Media National Readership Survey
  10. 10. 84% of Australian internet users use Web 2.0 for  sharing content such as photos, links and video 83% consume Consumer Generated Media content  39% of Australians create online content in the form  of uploading video and music Source: January 2007 Nielsen Media National Readership Survey
  11. 11. Communications have changed more in the last 5  years than the last 50 years YouTube, FaceBook, iTunes, Twitter, Wikipedia…  Huge change in consumer media consumption habits  Even bigger change in consumer media creation… 
  12. 12. Online Media Monitoring generates Intelligence  ◦ Campaign Effectiveness ◦ Key Online Brand Influencers ◦ Consumer sentiment trends ◦ Competitor analysis Intelligence empowers accurate decisions  ◦ Strategy ◦ Public Relations ◦ Marketing & Advertising
  13. 13. “Social Media Data can be collected and used for product development, customer feedback, loyalty management, customer segmentation, campaign targeting, and individual or group customer satisfaction management.” “This wealth of data can be used for marketing, in particular, as well as an within the entire customer- focused organization.” Enterprise use of Social Networking, Gartner Symposium/ItExpo, October 12, 2008 http://www.gartner.com/it/page.jsp?id=770914
  14. 14. Marketing Departments  PR / Communications  Customer Support  Product Managers  Strategy / Insights / Research 
  15. 15. Customer Support  Public Relations  Crisis Management  Marketing Effectiveness  Strategy & Insights  Customer Relationships 
  16. 16. Take a tiered approach to social media monitoring Listen  Learn  Engage 
  17. 17. Your Brands & Trademarks  Your People  Your Campaigns  Competitors  Industry Issues 
  18. 18. Search Engines  News  Blogs  Social Media  Podcasts  Video  Forums 
  19. 19. RSS Readers & Search Subscriptions  Google Alerts  Commercial Social Media Monitoring Solutions  ◦ BuzzNumbers ◦ Nielsen BuzzMetrics ◦ Radian6 ◦ TrackUR
  20. 20. Know your market  Signal vs. Noise  Advanced Search Keyphrases  ◦ 1. “Milk Honey” ◦ 2. Milk+Honey Boolean Searches  ◦ 3. Milk OR Honey ◦ 4. Bread AND Milk OR Honey Negative Searches  ◦ 5. Milk -Honey
  21. 21. Understanding Influence & Prominence  Volume of Discussions  Activity in different channels  Discussions in different countries 
  22. 22. Each Mention online has Influence  Google PageRank  Alexa Rank  Backlinks  ReTweets (BackTweets) 
  23. 23. Identify Your Audience  Define Success Measurements  Plan a strategy that includes all Stakeholders  Be Transparent  Recognise – Its not about you! 
  24. 24. Research (Monitoring)  Where is your audience?  What audiences matter?  Industry news/blogs can be noisy  Be prepared to divide people 
  25. 25. Different from SEO and PPC  Measuring Engagement  ◦ Comments ◦ ReTweets ◦ Blog Posts ◦ Traffic to Website ◦ Friends/Followers ◦ Links ◦ Equivalent advertising value
  26. 26. Like any corporate initiative  Internal and External Stakeholders  Corporate Departments  ◦ Marketing ◦ Market Research ◦ Customer Support ◦ IT ◦ Communications ◦ Finance
  27. 27. Why are you here?  Individuals need to disclose  Pretending to be a satisfied customer = PR risk  Build Trust  Admit your failures 
  28. 28. Marketing in the past has been ego driven  Add Value  Build Long Term Relationships  “God gave us 2 ears and 1 mouth for a reason”  Is there pent up anger at your company? 
  29. 29. “A 50-year-old lock design was rendered useless last week when a brief post to an internet forum revealed the lock can be popped open with a cheap plastic pen.” Wired Magazine, 2004
  30. 30. YouTube - 1 Million Views in first 24 Hours  Covered in more than 5,000 Blogs  10,000+ Facebook Comments/Updates  2,000+ Twitter Updates  100+ TV News Channels Coverage 
  31. 31. YouTube Video of Disgracefully untidy store  Posted 4th April 2009 
  32. 32. Within 7 days it was Front Page News 
  33. 33. 3 Days later was on Today Tonight 
  34. 34. 3 Days later was on Today Tonight 
  35. 35. If McDonalds was monitoring Social Media, they could:  ◦ Identified the video within hours ◦ Contacted the video owner ◦ Proactively tidy any mess ◦ Engaged their existing Crisis Comms strategy ◦ Actually Fix the Problem
  36. 36. If McDonalds was monitoring Social Media, they could:  ◦ Identified the video within hours ◦ Contacted the video owner ◦ Proactively tidy any mess ◦ Engaged their existing Crisis Comms strategy ◦ Actually Fix the Problem
  37. 37. If McDonalds was monitoring Social Media, they could:  ◦ Identified the video within hours ◦ Contacted the video owner ◦ Proactively tidy any mess ◦ Engaged their existing Crisis Comms strategy ◦ Actually Fix the Problem
  38. 38. People are already talking about your brands  This will only increase  Multiple commercial benefits  Reduces Corporate Risk  Low barrier to entry 
  39. 39. Visit the website at www.BuzzNumbersHQ.com  Email nick@BuzzNumbersHQ.com  Twitter: @nickhac  Phone: +61.2.9360.0777 

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