SlideShare a Scribd company logo

Berghs 13 okt dig mgmt

•
•
Anna Pensar
Anna Pensar

This document discusses how brands can listen to consumers through social media. It provides an overview of social media monitoring areas like brand perception, ambassadors and influencers, and trends. It emphasizes the importance of listening, analyzing, and communicating on social platforms. Several case studies and examples are presented on how to conduct consumer and brand research on social media to develop accurate brand strategies and communication approaches. Tools for social media monitoring and ways to understand available analysis information are also covered.

EducationTechnologyBusiness
1 of 46
Download to read offline
Berghs School of Communication
? Berghs School of Communication
Portfolio – brands listening to consumers through social media Berghs School of Communication
Social Media Monitoring Areas Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
Listen Analyze Communicate Berghs School of Communication
The Social Web Berghs School of Communication
Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/ regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
Next... 2007-2011 Online proximity & availability ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
Berghs School of Communication
1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
The consumption – Social & Smart The Blogosphere -  Over 650 000 active bloggers -  Approx. 3,7 million blog readers Social shopping -  Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members -  Social value & News value Social gaming - Wordfeud, WoW Facebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm -  High social value, ad-value Social marketing Google+ -  360 degrees IRL (online/offline) - 25 million registered ww -  viral/engaging marketing -  Goliath vs Goliath Berghs School of Communication
Facebook larger than traditional media Berghs School of Communication
Explosive ”social” growth online Berghs School of Communication
Segments in the blogosphere Interior & Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
Some people conclude “You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)” 20/1 2011 Berghs School of Communication
On the other hand Social media enables a rather large glimpse into: what’s happening? (twitter) what’s on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what I’m watching (YouTube) what’s in it for me? (LinkedIn) – twitter.com/@briansolis Berghs School of Communication
The Brand ”It’s not what you say it is It’s what they say it is” Berghs School of Communication
Berghs School of Communication
Social media brand conversations Berghs School of Communication
The Social Web Marketing Tree Berghs School of Communication
Before – more general values Today – more personal values Small focus groups Large focus group Gender What are they saying? Age What are they feeling? Region Who is loyal? Income Larger brand insight Berghs School of Communication
The Blogosphere is our focus group and our research tool Brand / campaign platforms based on consumer insights Berghs School of Communication
Case: Creating a new Brand Platform Task: Consumer/brand research in Social Media Berghs School of Communication
1. Research Berghs School of Communication
1. Search and extract the brand conversation 2. Identify the online presence (research) => blogosphere, facebook, twitter 3. Identify target group => mothers, urban and country, age 20-35 4. Analyze the conversation => Parameters and analytical values 5. Interpret the results =>brand presence, associations, feelings, conclusions Berghs School of Communication
General tone among target group Berghs School of Communication
Where is the conversation taking place? Business area focus Berghs School of Communication
What products figure in the conversation? Berghs School of Communication
Expressed feelings and associations Berghs School of Communication
Today – more personal values Large focus group What are they saying? What are they feeling? Who is loyal? Larger brand insight Berghs School of Communication
2. Strategy Berghs School of Communication
The Communication Donut Berghs School of Communication
The Social Web Marketing Tree Berghs School of Communication
3. Conclusion Berghs School of Communication
Social Media analysis enables… A closer look at consumers feedback and online behaviour Reversed and larger focus group –> asking questions retrospectively Communicating in the right channel at the right time Communicating a more accurate message More accurate and less presumptive campaign briefs Berghs School of Communication
Coffee break – for discussion Differences listening offline/online? Market research vs. Social Media monitor New possibilities online? Come across a good example of a company that has listened? Where are the consumers talking? Berghs School of Communication
Listening sources and tools Berghs School of Communication
Monitor tools - charged Berghs School of Communication
Monitor tools – free of charge Berghs School of Communication
Understanding the information available to analyze Group task for Tuesday! Berghs School of Communication
Qualitative case: Landet brunsås How many blog posts published last month? Information shown about the blogging target group? What measures of exposure are shown? What measures of exposure are not shown? Pick out a selection of these blog posts and listen? What do you hear? Tendencies, subjects, feelings, brand associations? = One page report on results! Recommended sources to use: Twingly.com Presentation/discussion Tuesday morning! Berghs School of Communication
Berghs School of Communication
Berghs 13 okt dig mgmt

Recommended

Reaching out with limited resources
Reaching out with limited resourcesReaching out with limited resources
Reaching out with limited resources
Anna Pensar
 
Social Media Webcast Slides
Social Media Webcast SlidesSocial Media Webcast Slides
Social Media Webcast Slides
Tina Lambert
 
Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About Relationships
Tina Lambert
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social Media
Tina Lambert
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011
DigiNed
 
Social Media Marketing Seminar in HKU SPACE (Jun 2010)
Social Media Marketing Seminar in HKU SPACE (Jun 2010)Social Media Marketing Seminar in HKU SPACE (Jun 2010)
Social Media Marketing Seminar in HKU SPACE (Jun 2010)
theOrigo Ltd.
 
Users Guide To Talent Recruitment Through Social Media
Users Guide To Talent Recruitment Through Social MediaUsers Guide To Talent Recruitment Through Social Media
Users Guide To Talent Recruitment Through Social Media
andrewrizi
 
Social Media Monitoring & Reporting
Social Media Monitoring & ReportingSocial Media Monitoring & Reporting
Social Media Monitoring & Reporting
Mike Schwede
 

Recommended

Reaching out with limited resources
Reaching out with limited resourcesReaching out with limited resources
Reaching out with limited resources
Anna Pensar
 
Social Media Webcast Slides
Social Media Webcast SlidesSocial Media Webcast Slides
Social Media Webcast Slides
Tina Lambert
 
Social Media: It's All About Relationships
Social Media: It's All About RelationshipsSocial Media: It's All About Relationships
Social Media: It's All About Relationships
Tina Lambert
 
The Power of Social Media
The Power of Social MediaThe Power of Social Media
The Power of Social Media
Tina Lambert
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011
DigiNed
 
Social Media Marketing Seminar in HKU SPACE (Jun 2010)
Social Media Marketing Seminar in HKU SPACE (Jun 2010)Social Media Marketing Seminar in HKU SPACE (Jun 2010)
Social Media Marketing Seminar in HKU SPACE (Jun 2010)
theOrigo Ltd.
 
Users Guide To Talent Recruitment Through Social Media
Users Guide To Talent Recruitment Through Social MediaUsers Guide To Talent Recruitment Through Social Media
Users Guide To Talent Recruitment Through Social Media
andrewrizi
 
Social Media Monitoring & Reporting
Social Media Monitoring & ReportingSocial Media Monitoring & Reporting
Social Media Monitoring & Reporting
Mike Schwede
 
Conversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social MediaConversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social Media
BusinessOnline
 
Bsm wk ii_f12
Bsm wk ii_f12Bsm wk ii_f12
Bsm wk ii_f12
Yadira Galindo
 
Social Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial EmbarkmentSocial Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial Embarkment
Duong Nguyen Thuy
 
A virtual storm brewing social media2
A virtual storm brewing social media2A virtual storm brewing social media2
A virtual storm brewing social media2
RevistaBiz
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Andi Boediman
 
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionThe Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned Attention
Energize
 
Persuasion in an era of massless communication
Persuasion in an era of massless communicationPersuasion in an era of massless communication
Persuasion in an era of massless communication
Krishna De
 
Social Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase DecisionSocial Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase Decision
Hasan Ali MIRZA
 
Social networking & high school seniors
Social networking & high school seniorsSocial networking & high school seniors
Social networking & high school seniors
Joyce Kasman Valenza
 
Question 5
Question 5Question 5
Question 5
jakelee12
 
Social media strategy for communication and dissemination
Social media strategy for communication and disseminationSocial media strategy for communication and dissemination
Social media strategy for communication and dissemination
Ada Giannatelli
 
Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...
Carolina Schmitt Nunes
 
Facebook Questionnaire Results
Facebook Questionnaire ResultsFacebook Questionnaire Results
Facebook Questionnaire Results
Xavier_Vale
 
The Questionnaire
The QuestionnaireThe Questionnaire
The Questionnaire
Holy Angel University
 
Questionnaire
QuestionnaireQuestionnaire
Questionnaire
Laura Dos Anjos
 
Questionnaire : Thriller
Questionnaire : ThrillerQuestionnaire : Thriller
Questionnaire : Thriller
Kaviee Kumar
 
Questionnaire Social media as educational tool
Questionnaire Social media as educational toolQuestionnaire Social media as educational tool
Questionnaire Social media as educational tool
Anis Safiah
 
Social Media for Plastics Executives
Social Media for Plastics ExecutivesSocial Media for Plastics Executives
Social Media for Plastics Executives
Eric Schwartzman
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
Werkshop Marketing
 
Social Media Listening by Lift9
Social Media Listening by Lift9Social Media Listening by Lift9
Social Media Listening by Lift9
Warren Sukernek
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
Gema Molina García
 
Social Media Habari Symposium Za
Social Media Habari Symposium ZaSocial Media Habari Symposium Za
Social Media Habari Symposium Za
PedrovanG
 

More Related Content

What's hot

Conversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social MediaConversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social Media
BusinessOnline
 
Bsm wk ii_f12
Bsm wk ii_f12Bsm wk ii_f12
Bsm wk ii_f12
Yadira Galindo
 
Social Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial EmbarkmentSocial Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial Embarkment
Duong Nguyen Thuy
 
A virtual storm brewing social media2
A virtual storm brewing social media2A virtual storm brewing social media2
A virtual storm brewing social media2
RevistaBiz
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Andi Boediman
 
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionThe Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned Attention
Energize
 
Persuasion in an era of massless communication
Persuasion in an era of massless communicationPersuasion in an era of massless communication
Persuasion in an era of massless communication
Krishna De
 
Social Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase DecisionSocial Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase Decision
Hasan Ali MIRZA
 

What's hot (8)

Conversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social MediaConversion vs Conversation: Tracking Your Company's Impact on Social Media
Conversion vs Conversation: Tracking Your Company's Impact on Social Media
 
Bsm wk ii_f12
Bsm wk ii_f12Bsm wk ii_f12
Bsm wk ii_f12
 
Social Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial EmbarkmentSocial Media Marketing Channels - Initial Embarkment
Social Media Marketing Channels - Initial Embarkment
 
A virtual storm brewing social media2
A virtual storm brewing social media2A virtual storm brewing social media2
A virtual storm brewing social media2
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned AttentionThe Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned Attention
 
Persuasion in an era of massless communication
Persuasion in an era of massless communicationPersuasion in an era of massless communication
Persuasion in an era of massless communication
 
Social Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase DecisionSocial Media’s Influence in Purchase Decision
Social Media’s Influence in Purchase Decision
 

Viewers also liked

Social networking & high school seniors
Social networking & high school seniorsSocial networking & high school seniors
Social networking & high school seniors
Joyce Kasman Valenza
 
Question 5
Question 5Question 5
Question 5
jakelee12
 
Social media strategy for communication and dissemination
Social media strategy for communication and disseminationSocial media strategy for communication and dissemination
Social media strategy for communication and dissemination
Ada Giannatelli
 
Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...
Carolina Schmitt Nunes
 
Facebook Questionnaire Results
Facebook Questionnaire ResultsFacebook Questionnaire Results
Facebook Questionnaire Results
Xavier_Vale
 
The Questionnaire
The QuestionnaireThe Questionnaire
The Questionnaire
Holy Angel University
 
Questionnaire
QuestionnaireQuestionnaire
Questionnaire
Laura Dos Anjos
 
Questionnaire : Thriller
Questionnaire : ThrillerQuestionnaire : Thriller
Questionnaire : Thriller
Kaviee Kumar
 
Questionnaire Social media as educational tool
Questionnaire Social media as educational toolQuestionnaire Social media as educational tool
Questionnaire Social media as educational tool
Anis Safiah
 

Viewers also liked (9)

Social networking & high school seniors
Social networking & high school seniorsSocial networking & high school seniors
Social networking & high school seniors
 
Question 5
Question 5Question 5
Question 5
 
Social media strategy for communication and dissemination
Social media strategy for communication and disseminationSocial media strategy for communication and dissemination
Social media strategy for communication and dissemination
 
Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...Interaction on distance education in virtual social networks a case study wit...
Interaction on distance education in virtual social networks a case study wit...
 
Facebook Questionnaire Results
Facebook Questionnaire ResultsFacebook Questionnaire Results
Facebook Questionnaire Results
 
The Questionnaire
The QuestionnaireThe Questionnaire
The Questionnaire
 
Questionnaire
QuestionnaireQuestionnaire
Questionnaire
 
Questionnaire : Thriller
Questionnaire : ThrillerQuestionnaire : Thriller
Questionnaire : Thriller
 
Questionnaire Social media as educational tool
Questionnaire Social media as educational toolQuestionnaire Social media as educational tool
Questionnaire Social media as educational tool
 

Similar to Berghs 13 okt dig mgmt

Social Media for Plastics Executives
Social Media for Plastics ExecutivesSocial Media for Plastics Executives
Social Media for Plastics Executives
Eric Schwartzman
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
Werkshop Marketing
 
Social Media Listening by Lift9
Social Media Listening by Lift9Social Media Listening by Lift9
Social Media Listening by Lift9
Warren Sukernek
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
Gema Molina García
 
Social Media Habari Symposium Za
Social Media Habari Symposium ZaSocial Media Habari Symposium Za
Social Media Habari Symposium Za
PedrovanG
 
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
Ministry of Education
 
Social Media Training Workshop for SSI
Social Media Training Workshop for SSISocial Media Training Workshop for SSI
Social Media Training Workshop for SSI
pablo.thirteen
 
Social Media as Customer-Driven Innovation
Social Media as Customer-Driven InnovationSocial Media as Customer-Driven Innovation
Social Media as Customer-Driven Innovation
Get Satisfaction
 
UFI Asia Seminar - Taipei 2010 - Brian Giesen
UFI Asia Seminar - Taipei 2010 - Brian GiesenUFI Asia Seminar - Taipei 2010 - Brian Giesen
UFI Asia Seminar - Taipei 2010 - Brian Giesen
UFI, The Global Association of the Exhibition Industry
 
Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers Talk
SocialB
 
Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)
Caroline Cummings
 
San Marcos Chamber Seminar!
San Marcos Chamber Seminar!San Marcos Chamber Seminar!
San Marcos Chamber Seminar!
Majestic Social Media
 
Universities and Social Media
Universities and Social MediaUniversities and Social Media
Universities and Social Media
Hamill Associates Ltd
 
Social U: Social Media in Higher Ed
Social U: Social Media in Higher EdSocial U: Social Media in Higher Ed
Social U: Social Media in Higher Ed
Douglas Strahler
 
Week 3 social media (rk)
Week 3 social media (rk)Week 3 social media (rk)
Week 3 social media (rk)
rskslides
 
Engaging your customers with Social Media Marketing
Engaging your customers with Social Media MarketingEngaging your customers with Social Media Marketing
Engaging your customers with Social Media Marketing
theOrigo Ltd.
 
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
Digital Insights - Digital Marketing Agency
 
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
SocialMedia.org
 
How to build your sales pipeline with social and emerging media
How to build your sales pipeline with social and emerging mediaHow to build your sales pipeline with social and emerging media
How to build your sales pipeline with social and emerging media
Courtney Caldwell, MBA
 
Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and How
Laura Norvig
 

Similar to Berghs 13 okt dig mgmt (20)

Social Media for Plastics Executives
Social Media for Plastics ExecutivesSocial Media for Plastics Executives
Social Media for Plastics Executives
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
 
Social Media Listening by Lift9
Social Media Listening by Lift9Social Media Listening by Lift9
Social Media Listening by Lift9
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
 
Social Media Habari Symposium Za
Social Media Habari Symposium ZaSocial Media Habari Symposium Za
Social Media Habari Symposium Za
 
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
מדיה חברתית, מגמות וסיפורים מהשטח - הרצאת פתיחה בכנס מיקרוסופט, אוקטובר 2011
 
Social Media Training Workshop for SSI
Social Media Training Workshop for SSISocial Media Training Workshop for SSI
Social Media Training Workshop for SSI
 
Social Media as Customer-Driven Innovation
Social Media as Customer-Driven InnovationSocial Media as Customer-Driven Innovation
Social Media as Customer-Driven Innovation
 
UFI Asia Seminar - Taipei 2010 - Brian Giesen
UFI Asia Seminar - Taipei 2010 - Brian GiesenUFI Asia Seminar - Taipei 2010 - Brian Giesen
UFI Asia Seminar - Taipei 2010 - Brian Giesen
 
Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers Talk
 
Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)
 
San Marcos Chamber Seminar!
San Marcos Chamber Seminar!San Marcos Chamber Seminar!
San Marcos Chamber Seminar!
 
Universities and Social Media
Universities and Social MediaUniversities and Social Media
Universities and Social Media
 
Social U: Social Media in Higher Ed
Social U: Social Media in Higher EdSocial U: Social Media in Higher Ed
Social U: Social Media in Higher Ed
 
Week 3 social media (rk)
Week 3 social media (rk)Week 3 social media (rk)
Week 3 social media (rk)
 
Engaging your customers with Social Media Marketing
Engaging your customers with Social Media MarketingEngaging your customers with Social Media Marketing
Engaging your customers with Social Media Marketing
 
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
 
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
 
How to build your sales pipeline with social and emerging media
How to build your sales pipeline with social and emerging mediaHow to build your sales pipeline with social and emerging media
How to build your sales pipeline with social and emerging media
 
Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and How
 

Recently uploaded

Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
ImMuslim
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
Jyoti Chand
 
MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025
khuleseema60
 
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
Payaamvohra1
 
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
indexPub
 
Juneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School DistrictJuneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School District
David Douglas School District
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
RamseyBerglund
 
How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17
Celine George
 
How to Download & Install Module From the Odoo App Store in Odoo 17
How to Download & Install Module From the Odoo App Store in Odoo 17How to Download & Install Module From the Odoo App Store in Odoo 17
How to Download & Install Module From the Odoo App Store in Odoo 17
Celine George
 
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
Kalna College
 
How to Fix [Errno 98] address already in use
How to Fix [Errno 98] address already in useHow to Fix [Errno 98] address already in use
How to Fix [Errno 98] address already in use
Celine George
 
Pharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brubPharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brub
danielkiash986
 
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptxContiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Kalna College
 
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptxBIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
RidwanHassanYusuf
 
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdfREASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
giancarloi8888
 
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptxRESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
zuzanka
 
Observational Learning
Observational Learning Observational Learning
Observational Learning
sanamushtaq922
 
Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.
IsmaelVazquez38
 
220711130088 Sumi Basak Virtual University EPC 3.pptx
220711130088 Sumi Basak Virtual University EPC 3.pptx220711130088 Sumi Basak Virtual University EPC 3.pptx
220711130088 Sumi Basak Virtual University EPC 3.pptx
Kalna College
 
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGHKHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
shreyassri1208
 

Recently uploaded (20)

Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
Geography as a Discipline Chapter 1 __ Class 11 Geography NCERT _ Class Notes...
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
 
MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025
 
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
NIPER 2024 MEMORY BASED QUESTIONS.ANSWERS TO NIPER 2024 QUESTIONS.NIPER JEE 2...
 
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...
 
Juneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School DistrictJuneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School District
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
 
How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17
 
How to Download & Install Module From the Odoo App Store in Odoo 17
How to Download & Install Module From the Odoo App Store in Odoo 17How to Download & Install Module From the Odoo App Store in Odoo 17
How to Download & Install Module From the Odoo App Store in Odoo 17
 
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
 
How to Fix [Errno 98] address already in use
How to Fix [Errno 98] address already in useHow to Fix [Errno 98] address already in use
How to Fix [Errno 98] address already in use
 
Pharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brubPharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brub
 
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptxContiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
 
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptxBIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
 
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdfREASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
 
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptxRESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
RESULTS OF THE EVALUATION QUESTIONNAIRE.pptx
 
Observational Learning
Observational Learning Observational Learning
Observational Learning
 
Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.
 
220711130088 Sumi Basak Virtual University EPC 3.pptx
220711130088 Sumi Basak Virtual University EPC 3.pptx220711130088 Sumi Basak Virtual University EPC 3.pptx
220711130088 Sumi Basak Virtual University EPC 3.pptx
 
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGHKHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
KHUSWANT SINGH.pptx ALL YOU NEED TO KNOW ABOUT KHUSHWANT SINGH
 

Berghs 13 okt dig mgmt

  • 1.
  • 2. Berghs School of Communication
  • 3. ? Berghs School of Communication
  • 4. Portfolio – brands listening to consumers through social media Berghs School of Communication
  • 5. Social Media Monitoring Areas Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
  • 6. Listen Analyze Communicate Berghs School of Communication
  • 7. The Social Web Berghs School of Communication
  • 8. Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
  • 9. A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/ regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
  • 10. Next... 2007-2011 Online proximity & availability ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
  • 11. Berghs School of Communication
  • 12. 1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
  • 13. The consumption – Social & Smart The Blogosphere -  Over 650 000 active bloggers -  Approx. 3,7 million blog readers Social shopping -  Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members -  Social value & News value Social gaming - Wordfeud, WoW Facebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm -  High social value, ad-value Social marketing Google+ -  360 degrees IRL (online/offline) - 25 million registered ww -  viral/engaging marketing -  Goliath vs Goliath Berghs School of Communication
  • 14. Facebook larger than traditional media Berghs School of Communication
  • 15. Explosive ”social” growth online Berghs School of Communication
  • 16. Segments in the blogosphere Interior & Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
  • 17. Some people conclude “You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)” 20/1 2011 Berghs School of Communication
  • 18. On the other hand Social media enables a rather large glimpse into: what’s happening? (twitter) what’s on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what I’m watching (YouTube) what’s in it for me? (LinkedIn) – twitter.com/@briansolis Berghs School of Communication
  • 19. The Brand ”It’s not what you say it is It’s what they say it is” Berghs School of Communication
  • 20. Berghs School of Communication
  • 21. Social media brand conversations Berghs School of Communication
  • 22. The Social Web Marketing Tree Berghs School of Communication
  • 23. Before – more general values Today – more personal values Small focus groups Large focus group Gender What are they saying? Age What are they feeling? Region Who is loyal? Income Larger brand insight Berghs School of Communication
  • 24. The Blogosphere is our focus group and our research tool Brand / campaign platforms based on consumer insights Berghs School of Communication
  • 25. Case: Creating a new Brand Platform Task: Consumer/brand research in Social Media Berghs School of Communication
  • 26. 1. Research Berghs School of Communication
  • 27. 1. Search and extract the brand conversation 2. Identify the online presence (research) => blogosphere, facebook, twitter 3. Identify target group => mothers, urban and country, age 20-35 4. Analyze the conversation => Parameters and analytical values 5. Interpret the results =>brand presence, associations, feelings, conclusions Berghs School of Communication
  • 28. General tone among target group Berghs School of Communication
  • 29. Where is the conversation taking place? Business area focus Berghs School of Communication
  • 30. What products figure in the conversation? Berghs School of Communication
  • 31. Expressed feelings and associations Berghs School of Communication
  • 32. Today – more personal values Large focus group What are they saying? What are they feeling? Who is loyal? Larger brand insight Berghs School of Communication
  • 33. 2. Strategy Berghs School of Communication
  • 34. The Communication Donut Berghs School of Communication
  • 35. The Social Web Marketing Tree Berghs School of Communication
  • 36. 3. Conclusion Berghs School of Communication
  • 37. Social Media analysis enables… A closer look at consumers feedback and online behaviour Reversed and larger focus group –> asking questions retrospectively Communicating in the right channel at the right time Communicating a more accurate message More accurate and less presumptive campaign briefs Berghs School of Communication
  • 38. Coffee break – for discussion Differences listening offline/online? Market research vs. Social Media monitor New possibilities online? Come across a good example of a company that has listened? Where are the consumers talking? Berghs School of Communication
  • 39.
  • 40. Listening sources and tools Berghs School of Communication
  • 41. Monitor tools - charged Berghs School of Communication
  • 42. Monitor tools – free of charge Berghs School of Communication
  • 43. Understanding the information available to analyze Group task for Tuesday! Berghs School of Communication
  • 44. Qualitative case: Landet brunsås How many blog posts published last month? Information shown about the blogging target group? What measures of exposure are shown? What measures of exposure are not shown? Pick out a selection of these blog posts and listen? What do you hear? Tendencies, subjects, feelings, brand associations? = One page report on results! Recommended sources to use: Twingly.com Presentation/discussion Tuesday morning! Berghs School of Communication
  • 45. Berghs School of Communication