1) The document discusses strategies for successful marketing campaigns, emphasizing the importance of understanding consumers through listening to their conversations, insights from research, and consistency across channels. 2) It introduces the "Pulse" methodology used by McCann Brussels to research markets, categories, and consumers at every stage of the planning process through online research and complementary insights. 3) Digital and social media services offered by Weber Shandwick are described, including social listening, developing digital strategies and campaigns, content creation, and crisis monitoring and management.

1. 1

2. SUCCESSFUL CAMPAIGNS
ARE A MIX OF
Talkability
Consumer and
engagement likeability
Consistency Relevance
through all for
channels consumers
Clear
differentiation
GETTING THERE REQUIRES NEW WAYS OF WORKING
Vincent Van Dessel - CEO McCann Brussels
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3. PEOPLE HAVE NEVER BEFORE
REVEALED SO MUCH
WITHOUT BEING ASKED
3

4. A GREAT OPPORTUNITY
TO START PLANNING CAMPAIGNS
FOR THE REAL WORLD
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5. “Sparkling insights that lead us to a strong
creative idea are seldomly found in vast
research reports or powerpoint presentations.
We mostly find them in consumer quotes or
observations. Traditional research often fails to
deliver triggers for great campaigns”
Benoit Hilson & Olivier Roland - Creative directors McCann Brussels
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6. PLANNING FOR
THE REAL WORLD
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7. THE PULSE
Consistency from insight & strategy to
implementation. Within the Pulse we
apply an online research methodology at Where do we
every stage of the process, generating want to be?
complementary insights for
understanding the market, the category
and the consumer.
It allows us to determine the problems How willl we
Where are
the brand is facing, and how we now?
get there
and how will
communications might be best deployed How did we
we know we
and (later) evaluated, to meet the brief get there
succeeded
and measure the result.
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8. THE PULSE
AN INTEGRATED APPROACH
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9. 9
BUILDING BLOCKS

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11. 11

12. “Every day, hundreds, thousands of
conversations are happening about your brand.
Engaging with consumers starts with listening.
That is knowing who they are, what they say
and what moves them.”
Paul Baeyaert – Chief Executive Officer Belgium,
Chairman Consumer Practice EMEA – WEBER SHANDWICK
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13. DIGITAL AND SOCIAL MEDIA SERVICES OFFERED
BY WEBER SHANDWICK
Listen Plan Engage
Digital/Social Digital campaign
Social Listening media strategy development and
development implementation
Coaching and
Crisis monitoring Content creation
workshops
Organise
Community
processes and
management
digital guidelines
Crisis Crisis
preparedness management
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14. The data showed that the most
THEME common word (s) was
“acquisition/merger”, followed by
CONVERSATION VOLUME
N/A
employees.
Various October– December 2012
Employees The news under various categories Total Conversations Conversation trend line
Labor unions reflected conversations around the by category
fears of unemployment among 50
Jobs
*Brand* workers
Acquisition/Merger
0
12-…
11-…
17-…
13-…
14-…
15-…
16-…
18…
0 50 100
Proportion of
The most used keywords in association
with *Brand* continue to be 1% Keyword Mentions
The line graph above shows a the trend of
acquisition/merger (buys) but leaned also
towards employees. The news was mostly
14% total conversations from April 11 through
Acquisition/Merger April 18 across 5 of the 6 selected markets
on the impact of the acquisition on
employees Jobs
The volume of conversations online gradually
19% Labor unions
fell from the 11th to no conversations on the
The bar chart above shows the number of 53% topic at all on the 15th of April. However,
Employees
conversations containing the select
keywords. Some of the conversations had 0% Various
conversations sharply picked up from the 16th
of April through the 18th with a bit of
more than one keyword and is accounted 13% N/A fluctuation towards the end of the monitoring
for in the graph above.
period.
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15. CHANNEL BREAKDOWN
SENTIMENT ANALYSIS USER ANALYSIS: ONLINE INFLUENCERS
Top Users by Potential Most Popular Most Top Posters
Media Channel 60
News, 49
Reach Interactions
Breakdown 50
40
News Blogs Social Forums Blog, 28
30
1% Social, 21
23% 20
10
49% Social, 2 News, 1 Forums, 1
0
27% Blog Social News Forums ** Potential Reach
If a user has 500 followers, a tweet by that user has a potential reach of 500. If a user with 100 followers
The chart above represents the share of conversation tweets 4 times, this will count as a total potential reach of 400. This metric is an estimation of the
Forums sentiment by social media channels. influence of a certain user
Social This monitoring period, news sites and some twitter **Most popular tweets: The top Twitter, Facebook, a.o. users whose posts about this topic have been
handles of key publications, accounted for 49% of the retweeted (shared) or liked the most by others.
conversations in social media. Majority of the
Blogs conversations on twitter and blogs were generated
from online portals of news sites. **Most Interactions: The top Twitter, Facebook, a.o. users that have been mentioned or commented
on the most by others in posts about this topic.
News There were no negative conversations in this
monitoring period. **Top Posters: The top users ranked according to how much they post about this topic.
0 20 40 60
CONVERSATION CLOUD
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17. WHY MARKET RESEARCH?
Get Insights
Validate & Finetune
Evaluate
Engage
17

18. “Online listening, research and consumer conversations
offer new opportunities for gathering insights. But the way
we validate and quantify those insights is key.
The quote of a lost soul on Twitter with hardly any
followers must be evaluated in terms of its relevance for
peers and consumers.
Successful campaigns need a significant resonance, be
consistent with brand values, be talkable and likeable. At
any moment in the flow we can assist with The Pulse.“
TAMARA VANSPAUWEN - Market Research Responsible – futures
Complete online research with quantitative data
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19. HOW ?
Via online market-research :
130.000
Belgians
1000
Opinion respondents
per e-mail
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20. HOW ?
I-COMMUNITIES
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22. 22

23. ADVERTISERS ARE LOOKING FOR
TRANSPARANCY AND FREEDOM
IN A AGENCY RELATION
From cherrypicking to one-stop shopping
Transparant Pricing
23

24. SUMMARIZED
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25. THE PULSE - SUMMARIZED
Unique insights from the real world – not from Lab
situations, but from real behavior
Validated by traditional research – For risk reduction on
decision / quantifying and validating
Multi disciplinary account management – calling upon
experts when needed
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26. THE PULSE - SUMMARIZED
With an integrated approach
for going to Market – With a clear and transparant
Research and Operational pricing for each package of
execution of findings in one the value proposition
company
Operational execution based
on boosting talkability of Freedom of choice : From
campaigns cherry picking to one-stop
(engineering conversational shopping
capital is our goal)
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