The document summarizes a webcast on listening platforms presented by Forrester Research. It discusses the importance of listening for companies, defines listening platforms and brand monitoring, and summarizes Forrester's analysis of leading listening platform vendors through a Forrester Wave report. Key recommendations include determining goals, relevant data sources, available resources, and organizational preparedness for a listening platform.
Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers.
This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
Design Your Customer Community For Maximum EngagementGet Satisfaction
http://ow.ly/hsc9k, 5 Mistakes Companies Make When Using Customer Communities
Kim Celestre of Forrester Research and Matt Wallace from Volunteer Match talk about leveraging a customer community to drive engagement and provide an excellent customer experience.
This webcast provides you with a playbook to help transform your online community into a thriving, interactive network of customers and best practices to create a healthy and active online customer community. Then you will hear from VolunteerMatch, a nonprofit organization about leveraging customer community to gather feedback, provide self-service support and engage with your customers.
Learn how to:
•Identify and incentivize brand advocates
•Turn fleeting social conversations into valuable resources that are discoverable by customers, prospects, and search engines
•Drive innovation based on the feedback of your most active customers
•Enable self-service, community-based support
ABOUT THE PRESENTERS:
Kim Celestre, Senior Analyst Forrester - Kim serves Technology Marketing Professionals. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research focuses on B2B marketing, with a specific emphasis on the use of social networks and online communities to drive technology adoption and shape buying behaviors.
Matt Wallace, VolunteerMatch - Matt joined VolunteerMatch as a Community Support associate in July 2011. Currently, he works on the Communications team as Senior Associate in charge of Nonprofit Relations. He is responsible for engaging VM’s network of nonprofits through webinars, blogs, social media and online content found in the Learning Center. A certified online moderator, Matt helped launch the VM Community Page and established it a successful support platform for the website’s network of users. Before joining VolunteerMatch, Matt worked as an online advertising consultant.
Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers.
This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
Design Your Customer Community For Maximum EngagementGet Satisfaction
http://ow.ly/hsc9k, 5 Mistakes Companies Make When Using Customer Communities
Kim Celestre of Forrester Research and Matt Wallace from Volunteer Match talk about leveraging a customer community to drive engagement and provide an excellent customer experience.
This webcast provides you with a playbook to help transform your online community into a thriving, interactive network of customers and best practices to create a healthy and active online customer community. Then you will hear from VolunteerMatch, a nonprofit organization about leveraging customer community to gather feedback, provide self-service support and engage with your customers.
Learn how to:
•Identify and incentivize brand advocates
•Turn fleeting social conversations into valuable resources that are discoverable by customers, prospects, and search engines
•Drive innovation based on the feedback of your most active customers
•Enable self-service, community-based support
ABOUT THE PRESENTERS:
Kim Celestre, Senior Analyst Forrester - Kim serves Technology Marketing Professionals. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research focuses on B2B marketing, with a specific emphasis on the use of social networks and online communities to drive technology adoption and shape buying behaviors.
Matt Wallace, VolunteerMatch - Matt joined VolunteerMatch as a Community Support associate in July 2011. Currently, he works on the Communications team as Senior Associate in charge of Nonprofit Relations. He is responsible for engaging VM’s network of nonprofits through webinars, blogs, social media and online content found in the Learning Center. A certified online moderator, Matt helped launch the VM Community Page and established it a successful support platform for the website’s network of users. Before joining VolunteerMatch, Matt worked as an online advertising consultant.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
This is the presentation I delivered on 6/25/09 in Boston at the Enterprise2.0 Conference. It was created by my friend Aaron Kim. The speaker notes and stories are mine.
Social Media Marketing for the Architectural IndustryIngrid Ricks
An overview of why Social Media Marketing has the potential to separate the successful architectural firms of the future from their current competitors, including a six-step strategy for getting started designed by RC Strategies Group.
In recent years, Social Media has grown from a simple conversation platform to an essential business tool providing a rich repository of unbiased feedback for organizations throughout the world. It is imperative that insurance leaders tune in, listen and learn to profit from the insights social media can provide regarding their brand, products, customers, services, competitors, and ways to innovate to satisfy the market.In this presentation, you will learn how most successful executives are leveraging this unprecedented tool to acquire and retain new customers and drive growth even in these times
Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industr...Rob Leavitt
Thought leadership is increasingly central to B2B marketing, yet few companies have a well-organized program or a well-integrated social strategy for it. This ISBM presentation provides a framework for both, with examples from IBM, McKinsey, and CSC.
Everything You Know is Not Quite Right Anymore: Rethinking Best Web Practices...Doug Gapinski
We’ve entered a new era where an increasing number of devices with wildly divergent features— including phones, tablets, game consoles, and TVs—are connected to the Internet. As the way people access the Internet changes, there is an urgent need to rethink how we use the web to communicate.
This doesn't mean creating separate solutions for each device but rather preparing our existing content to meet an unpredictable future. Responsive web design means changing how we plan and evaluate performance. Dave Olsen and Doug Gapinski share and examine examples to help institutions rethink and adjust for the future-friendly web.
Presenters
Dave Olsen
Professional Technologist, West Virginia University
Doug Gapinski
Strategist, mStoner
working smarter - implementing dynamic, collaborative or connected working pr...ibmvietnam
Outperforming companies are already positioning for growth, concentrating on innovating and expanding. Introducing new services and products. Addressing new regulatory requirements. And moving into new markets.
How to do it? By working smarter - implementing dynamic, collaborative or connected working practices enabled by Business Intelligence and Business Analytic technologies.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Eric Schwartzman (http://ericschwartzman.com) delivers a session on the ROI of B2B Social Media at the PRSA International Conference in Orlando on Oct. 17, 2011
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
"Online Marketing in the Energy Industry" provides energy marketing execs a business case for online marketing and a roadmap for planning and execution of online marketing campaigns. The presentation also discusses how the energy industry can use social media as a marketing platform to build their brand and engage customers.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
This is the presentation I delivered on 6/25/09 in Boston at the Enterprise2.0 Conference. It was created by my friend Aaron Kim. The speaker notes and stories are mine.
Social Media Marketing for the Architectural IndustryIngrid Ricks
An overview of why Social Media Marketing has the potential to separate the successful architectural firms of the future from their current competitors, including a six-step strategy for getting started designed by RC Strategies Group.
In recent years, Social Media has grown from a simple conversation platform to an essential business tool providing a rich repository of unbiased feedback for organizations throughout the world. It is imperative that insurance leaders tune in, listen and learn to profit from the insights social media can provide regarding their brand, products, customers, services, competitors, and ways to innovate to satisfy the market.In this presentation, you will learn how most successful executives are leveraging this unprecedented tool to acquire and retain new customers and drive growth even in these times
Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industr...Rob Leavitt
Thought leadership is increasingly central to B2B marketing, yet few companies have a well-organized program or a well-integrated social strategy for it. This ISBM presentation provides a framework for both, with examples from IBM, McKinsey, and CSC.
Everything You Know is Not Quite Right Anymore: Rethinking Best Web Practices...Doug Gapinski
We’ve entered a new era where an increasing number of devices with wildly divergent features— including phones, tablets, game consoles, and TVs—are connected to the Internet. As the way people access the Internet changes, there is an urgent need to rethink how we use the web to communicate.
This doesn't mean creating separate solutions for each device but rather preparing our existing content to meet an unpredictable future. Responsive web design means changing how we plan and evaluate performance. Dave Olsen and Doug Gapinski share and examine examples to help institutions rethink and adjust for the future-friendly web.
Presenters
Dave Olsen
Professional Technologist, West Virginia University
Doug Gapinski
Strategist, mStoner
working smarter - implementing dynamic, collaborative or connected working pr...ibmvietnam
Outperforming companies are already positioning for growth, concentrating on innovating and expanding. Introducing new services and products. Addressing new regulatory requirements. And moving into new markets.
How to do it? By working smarter - implementing dynamic, collaborative or connected working practices enabled by Business Intelligence and Business Analytic technologies.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Eric Schwartzman (http://ericschwartzman.com) delivers a session on the ROI of B2B Social Media at the PRSA International Conference in Orlando on Oct. 17, 2011
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
"Online Marketing in the Energy Industry" provides energy marketing execs a business case for online marketing and a roadmap for planning and execution of online marketing campaigns. The presentation also discusses how the energy industry can use social media as a marketing platform to build their brand and engage customers.
A class presentation for a project in Management Information Systems class at Miami University. The client, new to the realm of social networking, was exploring options for family-friendly sites and network ideas. I was presented with the challenge of reviewing a current social network (ExpertVillage) and then making a recommendation of whether the firm should pursue a buy-out, or develop their own network. In the following slides, my team's recommendation's and findings are documented. Our proposed new venture is The Front Porch, a mix of social networking and social video site that seeks to gather families around meaningful activities that encourage growth and learning.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
Wondering how vertical networks like Spiceworks change how IT pros research and buy technology? Get the inside scoop on:
- The latest Forrester research on social IT purchasing trends
- How real IT pros use social networks to make buying decisions
- Social marketing success stories from marketers like you
You've heard the talk that professional social networks have become the go-to resource for connecting with IT buyers and decision makers. Go beyond the hype and learn how successful tech marketers are amping up their social strategies for real business impact.
Sample investor presentation for other entrepreneurs to look at. Our old slides for GoingOn Networks from 2007, which is a social media platform for companies and organizations. BusinessWeek recognized GoingOn Networks in their "Best of the Web: Social Networking Tools" list for 2007.
Webinar: Thinktech, reconfigurando el nuevo mindset de los negocios en el 2020Engel Fonseca
Contenido utilizado para Webinar impartido para la Revista NEO: https://www.revistaneo.com/articles/2020/05/18/webinar-gratuito-thinktech-reconfigurando-el-nuevo-mindset-de-los-negocios-en
Transformación Digital para tu negocio Engel Fonseca
Oportunidad de capacitación en Miami vía la Florida International University y Panamerican Business School en donde tengo el gusto de participar con mi Neurona Digital
10 Tendencias de Marketing Digital para el 2020 a considerar Engel Fonseca
Desglose de las tendencias del 2017 aun vigentes, su evolución y las nuevas tendencias como: emojientodo, allbot, curioxoma, thickdata, desdigitalizarse, Reto Mental Geográfico, God View Temptation, Humantech, Faketodo, Marketech que provoca la Transformación Digital
ICP: Diagnóstico de Candidatos a Presidencia de México 2018 Engel Fonseca
La opinion organizada de expertos en comunicación política digital, campañas de mercadotecnia política digital y asesoría en lenguaje corporal sobre los candidatos, aspirantes y posibles aspirantes a la presidencia de México para el 2018.
Versión 2, a corte del 10 Octubre 2017
#NeuronaDay: Tendencias de MKT Digital para el 2017Engel Fonseca
Resultados de la investigación de Engel Fonseca ( @engelfonseca ) vía la plataforma de Neurona Digital. Contacto: e.fonseca@potenttial.com WA: 5512946267
Oportundades con Millennials y Generación Z para Sector TurísticoEngel Fonseca
Presentación impartida en APATEL, Panamá a explicando la oportunidad que existe de conectar y detonar reciprocidad " engagement " con nuevas audiencias.
Keynote que compartí en #SemanadelEmprendedor el 11 de Agosto 2014.
En esta liga esta el artículo que inspiro la ponencia:
http://www.merca20.com/hackea-tu-mente/
Keynote que se compartirá sobre la importancia de desaparecer la visión de lo digital y lo no digital por una versión " digitalizada" de colaboración en un Internet revolucionado que se convierte tangible. En la platica podrás aprender como la tendencia es que Internet proporcione una burbuja inteligente de innovación y la implicación que esto tiene a nivel creatividad, privacidad, métricas de negocio y la evolución personal. " Internet of things" es la macro tendencia que debemos de aprovechar de forma local para acelerar la capacidad de innovación.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3. Commonly Asked Questions
1. Will I be able to get copies of the slides after the event?
2. Is this web seminar being taped so I or others can view
it after the fact?
4. Today’s Presenters
• Suresh Vittal
Principal Analyst
Forrester Research
• Blake Cahill
Senior Vice President of Marketing
Visible Technologies
• Dennis Bye
Group Manager, Digital Marketing
Microsoft US Central Marketing Group
5.
6. Listening in a socially
connected world
Suresh Vittal
Principal Analyst
Forrester Research
February 17, 2009
35. Beyond “Listening”
Examples of How Leveraging Social Media Can
Transform Your Brand & Organization
Blake Cahill
SVP of Marketing
blake@visibletechnologies.com
36. Visible Technologies - Overview
• Founded in 2003
• Offices in New York, Seattle, Boston, LA, San Francisco with over 80
employees
• Industry-leading products to track, measure and engage in social media
conversations (TruCast®) and online reputation management (TruView™)
• Clients:
• Awards:
37. Social Media Challenges Marketers & Organizations
• A new channel with overwhelming amounts of data
• Separation of insights and issues from useless data
• Discovery of new topics and trends
• Coordination of ownership across the organization
• Analysis of overall brand impacts
• Identification of “influentials”
• Pro-active participation in discussions
• Competitive analysis
• ROI measures
• Global reach
38. Who Should be Paying Attention?
• Brand Marketers
• Media Buyers
• Public Relations
• Product Development
• Market Research
• Customer Service
• Executives
…..THE ENTIRE ORGANIZATION...BUT HOW & WHY?
39. What Can Be Learned & How?
Online Word-of-Mouth
Customer Experience
Product Innovation
Consumer segmentation
Sentiment analysis
Positioning
Crisis communication
Brand monitoring
Strategic
Tactical
Additionally, Customer Experience and Online Word-of-
Mouth should also be consider categories
40. Case Study: Brand Monitoring
Situation:
Client was a major
sponsor of the Summer
Olympics and had
invested heavily to
increase awareness
around their brand image
and products.
Action:
Monitor all conversations
about company brand,
products and services ,
and specific athlete
sponsorships to measure
overall volume of
conversations, sentiment,
and any radial/viral spread
of conversations.
Results:
Client saw a large
increase in conversations
while being able to keep
an eye on the overall
sentiment changes
throughout the event. The
individual conversations of
athletes' had a very
positive impact for the
brand.
This visualization has also been used to track crisis comms situations for clients as well
41. Case Study: Positioning – Conversation Analysis
Situation:
A major CPG
manufacturer was looking
to understand all online
conversations about their
recently launched food
product with respect to
terms and attributes used
in online discussions
about the product.
Action:
Aggregate all
conversations and dissect
which words and phrases
were being used in
addition to measuring the
sentiment of
conversations as well as
competitor conversations
for similar products.
Results:
Client recognized a
number of key messages
were and were not
resonating with many
consumers and adjusted
marketing messages and
competitive differentiation
based on findings.
42. Sentiment Analysis – What Can Be Learned?
Measuring Sentiment can reveal
the relative post-volume and
sentiment values for each of the
topics of data being collected on
behalf of a client.
Our client data suggests that
typically, less than 25% of
statements made about any
given topic within the social
media space contain sentiment.
Additionally, tracking changes in
sentiment of conversations
overtime (in conjunction with
actions taken by marketers or
organizations to move this
indicator) is a KPI (Key
Performance Indicator) that most
best-in-class organizations have
adopted.
43. Case Study: Segmentation Analysis
Size shows influence: find
authors who lead, to impact
authors who follow.
Situation:
A major film manufacturer
was looking to understand Color shows sentiment: find
all online conversations disgruntled customers of your
about a particular affinity competitors for conversion.
group prior to the launch
of their new product. Identify groups with whom your
Additionally, they wanted competitors don’t have a
to understand competitive foothold in the marketplace.
affinity and sentiment.
Reach out to brand advocates
Action: to reward and encourage their
Aggregate all support.
conversations and dissect
which online consumers Discover strong voices for your
were grouped around a competitors: know who’s in the
particular affinity as well room when you engage.
as measure sentiment and
analyze all competitive Interact with positive
affiliations. consumers: they’re more likely
to enjoy your product in the
Results: context of their enjoyment of
their activity, creating
Client recognized a transference.
number of key influencers
that were brand and un- Identify broad-market leaders,
brand affiliated to which who’s broader reach warrants
they targeted there online outreach: prioritize your actions.
launch actions towards.
44. Case Study – Online Word-of-Mouth/Engagement
Three days later,
influential blogger
Robert Farago
challenges GM’s
positioning on “The
Truth About Cars”
blog
05/16/08 05/19/08 05/19/08
TruCast finds TTAC
post and starts
GMnext Team Member
collecting and
Chris Terry writes on
analyzing the growing
GM blog that company
number of comments
is considering more
and conversations
turbo engine vehicles
to address performance
and fuel economy
issues
45. Case Study – Online Word-of-Mouth/Engagement
Johnny Canada : Robert Farago :
Chris Terry launches
May 19th, 2008 at 10:05 am May 20th, 2008 at 11:32 am
TruCast Engagement
Manager where he reviews
“Smaller engines using a Turbo “Christe. You may be interested
analysis of all conversations
can generate impressive to note that you are the first GM
and crafts response he
horsepower gains, but still lack employee to ever do so.
posts through platform back
the low rpm torque needed to get Congratulations! Thank you for
to TTAC. TruCast
a heavier vehicle moving. As a engaging in this online
automatically starts
result, a Turbo is best utilized on conversation. I’m extremely
analyzing new comments
small lightweight vehicles.” grateful …Let’s do this again.”
Mid May 05/20/08 Late May
Farago and others
acknowledge GM
participation and tone of
conversation starts
changing more
Consumers continue favorably toward GM
to challenge GM