The document provides examples of how social media monitoring and analysis can provide valuable insights and ROI for businesses. It summarizes three case studies where social media monitoring was used: [1] An insurance company analyzed advertising effectiveness and competitor messaging; [2] A craft company identified new product opportunities; [3] A medical device company understood patient concerns to improve marketing. The document emphasizes that social media insights can provide tangible benefits like new products, improved marketing, and cost savings that exceed monitoring costs.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
How organisations are considering their audience in business decisionsEmpathy
Empathy set out to explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions.
We talked to 55 of New Zealand's best organisations, both private and public sector. This is what we found...
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
How organisations are considering their audience in business decisionsEmpathy
Empathy set out to explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions.
We talked to 55 of New Zealand's best organisations, both private and public sector. This is what we found...
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
Hypebeast Fashion Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
Hypebeast Fashion Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
Facilitate an ideation session with this deck. I chose what I think are the 5 biggest trends from Trend Watching's 2014 report. Please note, I changed TW's "Ubitech" to really be about Internet of Everything and added my own examples.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
Hypebeast Fashion Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
Hypebeast Fashion Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
Facilitate an ideation session with this deck. I chose what I think are the 5 biggest trends from Trend Watching's 2014 report. Please note, I changed TW's "Ubitech" to really be about Internet of Everything and added my own examples.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Dr. Natalie Petouhoff
Wondering how to set-up a social media measurement program? This presentation walks you through some social media ROI myths. It explores why creating a business case is more important than ever if you want to keep or increase your social media budget - that's because the pragmatists (Early Majority) want to understand how social media is moving the needle on traditional business metrics.
For most people, while we know social media is here to stay and something that companies pretty much need to do, few are clear on where the real business value comes from.
Often times people present metrics or KPIs (Key Performance Metrics) as their ROI. ROI is not a metric. It's a comparison of the benefits vs the costs of doing something. Costs tend to be made up of the costs of people, process and technology. It's the benefits that most people find more difficult to give attribution to and why more people are unsure of how to calculate social media ROI. This is something that I help companies understand.
This presentation uses case studies of the comparison of the costs vs. the benefits of using social media monitoring.
The case studies include examples from:
• Insurance Company who wanted to look at the effectiveness of an advertising campaign vs. a competitors campaign
• A craft company who creates products for scrap booking-type crafts; they wanted to look at product development & the effectiveness of their marketing
• A company that creates medical devices for diabetes & insulin injections who wanted to look at the effectiveness of their product launch and marketing
• A healthy kid snack company who wanted to examine a product launch and their product marketing
The technology used to do the evaluations was Crimson-Hexagon.
For more information or help with evaluating your social media initiatives you can find me at www.DrNatalieNews.com or on Twitter at @drnatalie
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
This is a webinar I did on looking at why ROI has become more important and how businesses can begin to look at how their social media monitoring activities are contributing to their bottomline. At the end of the day - there are two things that businesses must worry about: Increasing revenue and decreasing costs. Social media can do both, but you have to know how! The data from this presentation was created by using Crimson Hexagon's Platform.
Presentation to an audience of senior marketers at a Fortune 50 company. Trends are based on concepts outlined in Social Media Marketing for Dummies and recent events in the digital space
Understanding Social Media Networks for Financial Advisors - A Webinar for Ac...Jay Palter Social Advisory
Social media networks are rapidly changing the communications landscape for many businesses, including financial services. There is an explosion of new ways to connect and new places to do so online. Consumers are leading the way, armed with a dizzying array of new devices and tools - and businesses risk being left behind.
In this webinar, we will introduce Financial Advisors to the human and technological aspects of social media networks and how consumers are using them to find, research and engage with professional service providers. Emphasis will be placed on understanding the key elements of effective social media strategy and not on any specific tactics.
Jay Palter is a social media consultant with a career spanning two decades in financial services, software development and marketing. He writes a regular column for Advisor.ca on social media strategies.
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Veteran Content Strategist Ahava Leibtag's (http://www.ahamedia.com) presentation really summed up Content Marketing by pointing out that it involves all types of content surrounding a topic - She reminds us to ask the following to create an effective content marketing strategy:
What does my audience need to know?
What are the best content types to get those messages across?
What technology platforms make the most sense? Which social media tools do we us?
How did we do? Can we do better?
How are we caring for our brand across the Web and within the ecosystem of content in our organizations?
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
7. Today’s goal is to…
Provide…
•
Marketers
•
Brand Managers
•
Product Managers
•
Consumer Insights Teams &
•
Market Research Professionals
w
An understanding of the
benefits of:
•
Having deep, real-time insights
•
Using insights to make business
decisions &
•
Being able to be an invaluable
resource to CEO- suite
@drnatalie
9. Business As Usual
Executives want to know
what the business value
of social media is
9
@drnatalie
10. Misconception http://www.flowtown.com/blog/what-is-the-roi-of-your-mom
s of ROI
You may have heard…
“Would you calculate the ROI of
your mom or your pants?
Then why would you calculate
the ROI of social media?
It’s obvious!”
•
That’s funny
•
But ROI is not obvious to everyone
•
And your boss would like a number
@drnatalie @drnatalie
11. Misconception
s of ROI
“ROI is too difficult
because
I’m not
a “math” person.”
@drnatalie
12. Misconception
s change in metrics!!
There’s a of ROI…
•
We have 500 more “Likes”
•
10X click-thru rate on “Buy Now” button
•
$5M in annual support savings & sales advocacy
•
Viral videos increased company sales +700%
•
Social microsites secured 1,000,000 fans and a 10%
increase in same-store sales
E
I have an ROI!!
e
Note to self:
Metrics are necessary…
But they are not ROI
@drnatalie
14. Case Study: @drnatalie
Major Insurer
Advertising Effectiveness & Competitor Evaluation
Ran nat’l ad campaigns & wants to understand:
•
Effectiveness of messages and
•
Drivers of consumer purchase intent
Analyzed online conversations:
•
Their brand
•
Key competitor
15. Insurer Ad Effectiveness
•
Insurer’s ad campaign is liked
•
Didn’t generate conversation about
buying or switching insurers
@drnatalie
16. Insurer Ad Effectiveness
•
Competitor ad campaign is more divisive
•
Insurer’s ad campaign is liked
•
Didn’t generate conversation about
buying or switching insurers
@drnatalie
17. Insurer Ad Effectiveness
•
Competitor ad campaign is more divisive
•
Insurer’s ad campaign is liked
•
Didn’t generate conversation about
buying or switching insurers
•
But spurs a conversation trend related to
purchasing
@drnatalie
18. @drnatalie
Conclusion of social media monitoring
•
Both campaigns generate
healthy “buzz”
•
But positive sentiment doesn’t
reflect intent to purchase
•
Using context avoids
misinterpreting positive
sentiment for a social buying
gesture- intent to purchase
19. ROI of social media monitoring
ROI = Benefits - Costs x 100 = Percentage Return on the Investment
Costs
What is the benefit? What is the cost?
•
If the commercial drove sales? • People- to do the analysis
•
Number of leads? • Process- process to compile the
•
What is a lead worth? information
•
Number of lead conversions? • Technology- social media
•
What’s a sale worth? monitoring tool
@drnatalie
20. Case Study: @drnatalie
Craft Company
Product Development & Marketing
Wants to understand:
•
What topics dominate craft-related conversations?
•
Is marketing having the desired effect?
•
What’s lacking in the product line and accessories?
cccccccccc
21. Identified New Product Opportunities
Consumers’ expressed strong
desire for:
•
More & better supplies &
accessories
•
Improved access to purchase
those accessories
Discovered opportunity to
develop more male-centric
product line & accessories
@drnatalie
22. Conclusions of social media
•
In-house Research
monitoring
•
Quickly and cost effectively
identifies new product & market
opportunities
•
Prompts development of new
product accessories
•
Enables additional sales
•
Expands market share
•
Marketing
•
Gained increased confidence
leveraging social-media
•
Confirmed effectiveness of current
messaging and promotional
approach
@drnatalie
23. ROI of social media monitoring
ROI = Benefits - Costs x 100 = Percentage Return on the Investment
Costs
What is the benefit? What is the cost?
•
What does it cost the company to go to market • People- to do the analysis
with a product that isn’t what customers really
wanted? • Process- process to compile the
•
What would this type of market research information
normally cost the company?
•
How long would it normally take to get that kind
• Technology- social media
of feedback? What’s the general cost for monitoring tool
product dev to launch a product?
•
What’s the value of fnding a new product to
provide their market?
•
What was the value in revenue of the new
products/ accessories?
•
What’s the value of key messaging that works?
Higher lead conversation rate?
@drnatalie
24. Case Study:
Medical Device for Diabetes & Insulin
Product Launch Marketing
Wants to understand
diabetes & insulin:
•
What core messages will resonate most
with these consumers?
•
How do patients discuss the complexities
of treatment & control?
•
What is the significance for the new
product launches? @drnatalie
25. Consumers’ Concerns
Top Conversations
Lifestyle
Treatment
Lifestyle Success
Support
Device comments?
LOWER
@drnatalie
26. Conclusions of social media
monitoring
Opportunity for brand to:
•
Get more engaged
•
Become trusted-partner
•
Create a online Community for
•
Advice
•
Recommendations
•
Shared-support
@drnatalie
27. ROI of social media monitoring
ROI = Benefits - Costs x 100 = Percentage Return on the Investment
Costs
What is the benefit? What is the cost?
What’s the value in knowing what to put the emphasis of
• People- to do the analysis
•
content online?
•
I.e.., to create an editorial calendar that has
content that specifcally addresses why people
• Process- process to compile the
might not use their medicine information
•
And which means that don’t feel as well and they
don’t live as long or buy the medicine- which • Technology- social media
affects sales
monitoring tool
•
What is the value of becoming a trusted resource for
patient concerns? Enhanced brand trust?
•
Did the online community:
•
Deflect any calls to the call center?
•
Increase the efciency or effectiveness of the calls?
•
Did the company use the content in the
community to update their FAQs or knowledge
base which helped self-service?
@drnatalie
28. Case Study:
Healthy Snacking & Kids
Campaign Planning: Product Launch & Marketing
Wanted to know the nature of online conversations:
•
Concerns parents have providing kids a healthy diet
•
What factors drive purchase decisions and habits?
@drnatalie
29. “Healthy” in Kids Snack Foods:
More Effectively Resonate
with Consumers
Top
Allergies
Conversations
Nutrition
Convenience
Not as High
Taste
@drnatalie
30. Conclusions of social media
monitoring
Opportunities for Brand:
•
Better launch messaging
•
Product packaging
•
On-going campaign messaging
@drnatalie
31. ROI ofROI of social media
social media monitoring
ROI =ROI = Benefits - Costs x= Percentage Return on the Investment
Benefits - Costs x 100 100 = Percentage Return on the Investment
Costs
Costs
What is the benefit? What is the cost?
• What’s the cost of market research? • People- to do the analysis
• Focus group of 12 people = 15K
• Process- process to compile the
• How many would you need to do to get
the same volume of content?
information
• 12 x $15K = $180,000 • Technology- social media
• What’s the value of targeting the monitoring tool
message for a campaign?
• What’s the value of being able to run an
AB test of taste vs. allergies to see
which one really gets the most
responses?
@drnatalie
32. How to Set-up A Social
Media Measurement
1. Get executive buy-in & support Program
2. Choose Staff
3. Determine your business goals
•
Product Development
•
Product Launch
•
Product Marketing…
4. Choose a social media monitoring system
5. Start listening to online conversations
6. Hone the analysis / teach the system
7. Analyze the information
8. Create appealing presentation of data
9. Present information to stakeholders How to Monetize Facebook
10. Take action on the data & repeat! With Social Commerce
By Dr. Natalie
@drnatalie
36. MASSIVE OPPORTUNITY
NOT FULLY LEVERAGED BY MOST
•
Social media is the largest source of unfiltered
information ever available about how
consumers truly think and feel
•
The vast majority of companies have yet to
take advantage ofSocial Intelligence
Achieving this intelligence to
influence their business decisionsprograms.
The management and analysis of customer data from social sources,
used to activate and recalibrate marketing and business
37. SOCIAL INTELLIGENCE CREATES ACTIONABLE
INSIGHTS
True Social Intelligence
Delivers
•
Consumer insights to
drive business success
–
Greater marketing
effectiveness
–
On-target product
planning
However, most of today’s tools do a terrible job
–
Deeper competitive
of helping you achieve true Social Intelligence
insights
38. MOST SOCIAL MEDIA MONITORING IS
BROKEN
Keyword NLP
Manual-coding Sentiment Semantic
Monitoring Search
Keywords and semantics don’t work well in social media
•
Traditional tools lack the ability to understand context
•
A computer cannot replace human judgment
•
Human analysts cannot scale or provide consistency
•
Predefined rules cannot support the dynamic nature of the social media
conversation
•
Surface-level monitoring lacks accuracy and deep insight
