This document discusses how competitive intelligence can be gathered from social media. It describes how brands, customers, and competitors active on social media can be considered "players" and how their posts, comments, and other actions can be monitored. Key metrics for different social media channels like YouTube are presented to analyze player performance, including conversation rates, amplification, and applause rates. The purpose of analyzing this social media intelligence is to detect anomalies, track competition, and identify opportunities or threats to improve business success.
Q4you SYSTEM - prilika za svakog!
Pazljivo procitajte tekst u nastavku. Ukoliko poznajete osobe koje mogu biti zainteresovane za ovakvu priliku prosledite im ovu poruku. Ne cekajte da Vase poznanike sa ovom ponudom upozna neko drugi, sto ce se svakako desiti pre ili kasnije. Mozete se odmah besplatno registrovati, ako vec niste, a mozete i kasnije: http://www.q4you.org/register.aspx?macamax
Ideja koja je u Q4you realizovana sustinski je jednostavna ali upravo zato i velika. Postoje DVA KLJUCNA RAZLOGA zbog kojih ce ljudi registrovati u Q4you i vremenom sve vise i vise kupovati ono sto bude u Q4you ponudi.
(1.) - SVAKO VOLI DA KUPI STO JEFTINIJE I DA PLATI MANJE, TO JE BAR JASNO, ZAR NE? Napravljen je kvalitetan servis (prakticno jedan izlog) koji ce okupiti one proizvodjace sa ovog podneblja (Srbija i citav region) koji vec imaju neki patent ili mogu da naprave proizvode koje ljudi vec kupuju na drugim mestima ali to placaju po znatno vecim cenama. Ideja je da proizvodi u Q4you budu jeftiniji nego kod konkurencije a pri tome i boljeg kvaliteta.
Preambiciozno, zar ne? :)
Paaaa, pokazalo se da bas i nije toliko...
Dakle, potrebna je alternativa klasicnoj prodaji za one koji ili ne mogu, ili jednostavno ne zele, da se bakcu i traumiraju sa ucenjivanjima, teskocama u naplati i raznim prevarama u klasicnoj trgovini i poslovanju. Alternativa za one imaju sta da ponude, a cesto ili ne znaju ili nemaju nacin kako to da ucine. Medju partnerima Q4you ima i onih proizvodjaca kojima ni jedno od toga nije bio neki problem, ali su zeleli da budu i u jednoj ovakvoj prici. Oni itekako imaju sta da ponude i time pokazu koliko su jaki, a istovremeno posredno skrecu paznju kupaca i na neke druge stvari koje proizvode za klasicnu prodaju. Sto bi narod rekao - moze im se! :)
Slogan u Q4you (sto je skraceno od „Quality For You“, a u prevodu znaci "kvalitet za vas") je:
NEMA NI BOLJE NI POVOLJNIJE, ILI IMA SAMO U Q4you! http://www.q4
Pritom nije poenta imati bezbroj proizvoda, nego pazljivo izabrati samo ono sto odskace i po kvalitetu i po ceni. A ponuda ce se siriti i strategija je da prioritet budu proizvodi sa cenama pristupacnim svacijem dzepu (ekonomska kriza je i o tome se mora voditi racuna). Takodje, maksimalno ce se paziti da se ne ulazi na teren drugih firmi koje se bave nekim vidom mrezne prodaje. Najbolje je da uopste i nema istih proizvoda u ponudi, da Q4you bude originalan i drugaciji u svakom smislu.
Primeri:
A) Nano Srebro – jedno pakovanje kosta preko 70 EUR svuda u Evropi a u Q4you je oko 1700 din...
B) Prasak za obucu – pravljen je za potrebe vojske i nema ga nigde u ponudi, ne postoji nista slicno, a jedno pakovanje koje resava neprijatan miris i probleme sa obucom, u Q4you kosta oko 100 din...
C) Organske kuglice za ekolosko pranje vesa – u drzavama EU kostaju izmedju 15 i 20 EUR a u Q4you je to oko 400 din..Nemojte biti milioner u izgovorima da ne procitate i ne pregledate sve do kraja!
http://www.q4you.biz/?page_id=7627 C
Q4you SYSTEM - prilika za svakog!
Pazljivo procitajte tekst u nastavku. Ukoliko poznajete osobe koje mogu biti zainteresovane za ovakvu priliku prosledite im ovu poruku. Ne cekajte da Vase poznanike sa ovom ponudom upozna neko drugi, sto ce se svakako desiti pre ili kasnije. Mozete se odmah besplatno registrovati, ako vec niste, a mozete i kasnije: http://www.q4you.org/register.aspx?macamax
Ideja koja je u Q4you realizovana sustinski je jednostavna ali upravo zato i velika. Postoje DVA KLJUCNA RAZLOGA zbog kojih ce ljudi registrovati u Q4you i vremenom sve vise i vise kupovati ono sto bude u Q4you ponudi.
(1.) - SVAKO VOLI DA KUPI STO JEFTINIJE I DA PLATI MANJE, TO JE BAR JASNO, ZAR NE? Napravljen je kvalitetan servis (prakticno jedan izlog) koji ce okupiti one proizvodjace sa ovog podneblja (Srbija i citav region) koji vec imaju neki patent ili mogu da naprave proizvode koje ljudi vec kupuju na drugim mestima ali to placaju po znatno vecim cenama. Ideja je da proizvodi u Q4you budu jeftiniji nego kod konkurencije a pri tome i boljeg kvaliteta.
Preambiciozno, zar ne? :)
Paaaa, pokazalo se da bas i nije toliko...
Dakle, potrebna je alternativa klasicnoj prodaji za one koji ili ne mogu, ili jednostavno ne zele, da se bakcu i traumiraju sa ucenjivanjima, teskocama u naplati i raznim prevarama u klasicnoj trgovini i poslovanju. Alternativa za one imaju sta da ponude, a cesto ili ne znaju ili nemaju nacin kako to da ucine. Medju partnerima Q4you ima i onih proizvodjaca kojima ni jedno od toga nije bio neki problem, ali su zeleli da budu i u jednoj ovakvoj prici. Oni itekako imaju sta da ponude i time pokazu koliko su jaki, a istovremeno posredno skrecu paznju kupaca i na neke druge stvari koje proizvode za klasicnu prodaju. Sto bi narod rekao - moze im se! :)
Slogan u Q4you (sto je skraceno od „Quality For You“, a u prevodu znaci "kvalitet za vas") je:
NEMA NI BOLJE NI POVOLJNIJE, ILI IMA SAMO U Q4you! http://www.q4
Pritom nije poenta imati bezbroj proizvoda, nego pazljivo izabrati samo ono sto odskace i po kvalitetu i po ceni. A ponuda ce se siriti i strategija je da prioritet budu proizvodi sa cenama pristupacnim svacijem dzepu (ekonomska kriza je i o tome se mora voditi racuna). Takodje, maksimalno ce se paziti da se ne ulazi na teren drugih firmi koje se bave nekim vidom mrezne prodaje. Najbolje je da uopste i nema istih proizvoda u ponudi, da Q4you bude originalan i drugaciji u svakom smislu.
Primeri:
A) Nano Srebro – jedno pakovanje kosta preko 70 EUR svuda u Evropi a u Q4you je oko 1700 din...
B) Prasak za obucu – pravljen je za potrebe vojske i nema ga nigde u ponudi, ne postoji nista slicno, a jedno pakovanje koje resava neprijatan miris i probleme sa obucom, u Q4you kosta oko 100 din...
C) Organske kuglice za ekolosko pranje vesa – u drzavama EU kostaju izmedju 15 i 20 EUR a u Q4you je to oko 400 din..Nemojte biti milioner u izgovorima da ne procitate i ne pregledate sve do kraja!
http://www.q4you.biz/?page_id=7627 C
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
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2. Copyright Culho Oy
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Culho in brief
• Family owned vessel for serial entrepreneurship
• Run by Aarne Ylä-Rotiala
– Left Nokia 2006, several startups: Lekane, Arwind, Lupaus,
Rokuli
• Emphasis is on developing great software
• Some metrics project started in 2011
– Starting point : HSE pro gradu thesis tooling
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Smart actions
Brands
Punters
Consumers
Customers
Competitors
External events
Social Media –
Rich and evolving landscape
Twitter
Facebook
Youtube
Google+
Instagram
Vimeo
Geography
Demographics
Market share
Local, regional, global
Risers
Losers
Winners
Threats
Opportunities
Partners and their value
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Players
• Brands, punters etc appear in social media as
”Players”
• A player is a tweeter, facebook page, youtube
account etc
– Fazer is a Player, so is Toblerone
– Pepsi and Coca Cola are Players
• New Players appear fast – social media has
practically no barriers of entry.
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Actions and reactions
• Players play and consumers react and respond
– Tweets are commented, liked, shared, 1+d,
retweeted
– New tweets, comments, posts are made about
Players
• Consumers have the power to ignore, amplify,
critisize, comment on Player activities
– Most industrious become Players
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Intelligence questions
• Who are the Players?
• Are there new Players?
• Where is the money?
– Look at tweeter Inc – what is the point of Social Media?
– Does it generate Economic Value for you?
– Are you falling behind?
• Is someone in my chosen segment / geography / industry
rising ”too fast for comfort”?
• Player v.s. Player – performance comparisons
• Events and Player progress – do they correlate?
– Impact of marketing campaings?
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How to get to Smart Action?
• Players, actions, actors, channels – lots of detail. Why?
• To Detect Anomalies
– Suprises – new competition, consumer sentiment, unforeseen events
• To Track the Competition
– The enemy you know – what are they up to?
– Is competition doing something different, better, worse?
• To Track your plans
– How is your progress re plans? Better or worse?
– Your plans, progress and expected progress of others – are you
gaining, or are you being left behind?
– Are execution and impact aligned – how is your bang for buck?
• The purpose is to improve the odds of success.
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Loads of metrics
• Conversation Rate
– How much does your audience talk about you ?
– # of Audience Comments (or Replies) Per Post
• Amplification
– How much is your audience repeating your message?
– # of reruns by your audience, e.g. # of Retweets Per Tweet
• Applause Rate
– How much do they like you?
– # of Favorite Clicks Per Post
• Economic Value
– What is the impact on top, bottom line?
– How to track the competition?
– How to maintain the consumer / customer interest?
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Intelligence in Social Media
• Social Media is
– Global
– Does not depend on gender, age, income bracket
– Aggregates easily, has great network effects
• Competitive and Business Intelligence
– Target markets (regions, countries, cities)
– Demographics and market segmentation
– Identify competition, trace value chains, track partners
– Alert about surprises (good or bad) as early as possible
Advanced query, data mining and tracking mechanisms
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How to find Surprises
• Advanced query engine looks for
– Fast rises and falls – all rapid change is relevant
– New entrants
– Consolidated and per channel speed
• Speed and rate of change (acceleration)
– Relative speed – Actor v.s Actor / ref group
• Outliers, ”leaders of the pack”
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Youtube details – II
Fazer Angry Birds; M&M’s faint.
Note – M&M peak 1200, Fazer 450.000.
Which is better? Did either generate €ur?
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Youtube details – so what?
• Applause 0,011% v.s. 0,11%
– Economic value generated?
– Expense – €/like?
– Return on advertizing expense – positive or negative?
• Who to compare with?
– What is ”good enough for now”?
– Who does Fazer want to beat?
– How to measure that competitive setting?
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Next – action
• Meaningful metrics and analysis
• SaaS service
• Integration points
• Pilot scope and duration
Contact info:
Aarne Ylä-Rotiala
040 844 3355 aarne.yla-rotiala@culho.com