This document discusses online media monitoring and its benefits. It provides a locally developed tool for monitoring and analyzing online discussions on platforms like blogs, forums, Facebook, Twitter and LinkedIn. The tool notifies users about certain discussions and identifies post sources and authors. It provides simple interfaces with charts describing discussions about brands and products over time. Analyses include brand perception, gaining new customers, monitoring campaigns and competitors, and identifying influencers. Benefits include knowledge of marketing effectiveness, market surveys, direct persuasion of potential customers, and control of negative experiences. Case studies provide examples of analyzing discussions of allergy medications and erectile dysfunction drugs.

2. Corporate
websites
Aqua Digital
Automotive
Banking
Animations
Advergaming
Banner campaigns
Emailing
Microsites
eDetailing
CRM
eLearning
Eshops
Facebook

3. ↘ Internet is a significant ‚place‘ for public opinion
↘ Users are honest and open on social networks. They take
advantage of their anonymity and share real opinions
↘ Sharing of experience with product and services spread
through internet very quickly.
↘ ‚Real‘ recommendation is much more effective than
advertising
Why should you use on-line media monitoring?
Listening to
customers
needs
Quick
reaction
Success

4. ↘ Locally developed tool for monitoring and analysing of on-
line discussions
↘ Posts bellow articles, blogs, forums + Facebook, Twitter,
LinkedIn, YouTube etc.
↘ Works with all European languages
↘ Notifications for certain occasions
(f.e.negative feedback)
↘ Identifies post sources and theirs
authors
Aqua Monitoring

5. Simple Interface
Charts describing volume of on-line discussions about brand and product in certain time

6. ↘ Brand Analysis – attitude towards brand
↘ Gaining new costumers – recommendations
↘ New product launch – benefits analysis
↘ Campaign monitoring– effectiveness, results
↘ Building costumer relations – building loyalty
↘ Competition monitoring – competitors activities
↘ Analysing trends – new brand opportunities
↘ Marking the influencers – ambassadors vs. haters
↘ Interactive PR – joining the discussion
Analyses

7. ↘ Knowledge
↘ Is your marketing campaign effective?
↘ What campaigns are most effective?
↘ Market survey on the whole (internet) population
↘ Sales
↘ Direct persuasion in ‚natural‘ environment
↘ Influence undecided costumers
↘ Negative experience control
Benefits

8. Banking

9. ↘ Survey June – September 2012
↘ HOW people talk about allergy
↘ HOW people perceive allergy pills
↘ Most significant products
Zyrtec, Xyzal, Aerius
↘ RESULTS:
↘ Zyrtec – connected with effectiveness and tiredness as side effect
↘ Aerius – effective, not effective but no tiredness
↘ Xyzal – most mentions are about tiredness
↘ Respondents do not care about pricing
Allergies

10. ↘ Qualitative research, evaluation of user‘s posts
↘ RESULTS
↘ Ratio between men and women talking about
erection is 40:60
↘ Competitors do not target women at all
↘ Server Supererekce.com spams discussions
with their products (Runner, Láng)
↘ Patients never talk about rapidity or time
in connection with erectile medicine
↘ Advertising is usually displayed on porn
sites, much less on serious servers
Erection

11. Q & A

12. ↘ Contact: Jiří Šindelář
↘ Phone: +420 732 976 929
↘ Email: jiri.sindelar@aquadigital.cz
Aqua Digital s.r.o.
↘ Office: Na Jezerce 1451/2a, 140 00 Praha 4
↘ Headquarters: Tigridova 1501/6, 140 00 Praha 4