CASE STUDIES INSOCIAL MEDIARESEARCH:HOW ORGANISATIONSCAN BENEFIT FROMSOCIAL INTELLIGENCEKEVIN SAVAGE@K9SAVAGE@TRUFFLENET
MARKETING (and Market Research) HAS BECOME A BIT                COMPLICATED …Marketing 1980s                           Mar...
WELCOME TO OUR WORLD …
WHY LISTEN TO SOCIAL MEDIA?                              FindUnderstand                influencersaudiences             Un...
FOR EXAMPLE
STREET FUNDRAISERS - UK                                                                   Understand“Sometimes when walkin...
STREET FUNDRAISERS - UK
STREET FUNDRAISERS - UK  Then and now …   Nov-12                                                                         S...
STREET FUNDRAISERS - UK  Security risk (personal/banking…              Doorstep chugging                      Opportunity ...
STREET FUNDRAISERS - UK                              Legal Restrictions                                                   ...
STREET FUNDRAISERS - UK    there is very little   negative sentimenttowards the charities that      use chuggers          ...
RESPONSIBLE DRINKING - UK                                  Understand                                   markets           ...
FILM LAUNCH - UK                                            UnderstandUnderstand the potential                            ...
ADVANCED BREAST CANCER STUDY – LATIN AMERICA                                                     Understand               ...
WHAT NEXT?
THE TOOLShttp://api.facebook.com/restserver.php?method=links.getStats&urls=                                              s...
THE QUESTIONSWho?                                          Share of                        What?                  voice   ...
TIPSMeasure what you can influenceComputers don’t understand sentimentDevelop hypotheses, test ideasDon’t be wrong for long
CONTACT DETAILSKevin Savage@K9SavageTrufflenet@trufflenet12 Suffolk StreetLondonSW1Y 4HGslideshare.net/trufflenetT: +44 (0...
LIVERPOOL CITY COUNCIL - EVALUATING ECONOMIC                       IMPACTThe scenario  A major cultural event in Liverpool...
Case studies for the Institute of Fundraising
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Case studies for the Institute of Fundraising

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Case studies for the Institute of Fundraising

  1. 1. CASE STUDIES INSOCIAL MEDIARESEARCH:HOW ORGANISATIONSCAN BENEFIT FROMSOCIAL INTELLIGENCEKEVIN SAVAGE@K9SAVAGE@TRUFFLENET
  2. 2. MARKETING (and Market Research) HAS BECOME A BIT COMPLICATED …Marketing 1980s Marketing 2012 http://www.goingsocialnow.com/assets_c/2009/10/1-advertising+2009-726.php
  3. 3. WELCOME TO OUR WORLD …
  4. 4. WHY LISTEN TO SOCIAL MEDIA? FindUnderstand influencersaudiences Understand Crisis markets monitoring Evaluate campaigns Reputation management
  5. 5. FOR EXAMPLE
  6. 6. STREET FUNDRAISERS - UK Understand“Sometimes when walking markets through town Im not listening to music but Istill wear my headphones Evaluate just so chuggers wont campaigns annoy me.” “A #Chugger is paid £8- Reputation £10/hour next time they management approach you tell them to quit their job and the #charity will make over £50/day” “6 chuggers avoided on the way from the bus to the office this morning - thats an average of 2 per minute!”
  7. 7. STREET FUNDRAISERS - UK
  8. 8. STREET FUNDRAISERS - UK Then and now … Nov-12 Strongly positive Positive Neutral Jul-11 Negative Strongly negative 0% 20% 40% 60% 80% 100% Opportunity to influence the conversation?Street/face to face fundraisersvs “chugger” … Strongly positiveFormal terms Positive Neutral Chuggers Negative Strongly negative 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  9. 9. STREET FUNDRAISERS - UK Security risk (personal/banking… Doorstep chugging Opportunity to influence the Transfer of street fundraising to… conversation? Chuggers using ipads instead… Workfare scheme and charity… How chuggers are paid Inconvenience Chuggers Formal Ways to avoid chuggers Posts by street fundraisers Aggressive/innapropriate tactics…Comedy sketches about chuggers Impact of new legislation? General negative comments… Legal restrictions 0 2 4 6 8 10 12 14 16 18 20
  10. 10. STREET FUNDRAISERS - UK Legal Restrictions New legislation Universal ban is having an impact … Chuggers flouting restrictions Public Fundraising Regulatory Association … but manyVoluntary code of conduct insufficient feel it needs to go further Restrictions by local government Implementing standards Total bans by local government 0 1 2 3 4 5 6 7
  11. 11. STREET FUNDRAISERS - UK there is very little negative sentimenttowards the charities that use chuggers “if I remember rightly, a signature costs the charity about £100. Its the chugger company (not a charity) that are the bastards.”
  12. 12. RESPONSIBLE DRINKING - UK Understand markets Evaluate campaignsSidestepping sarcasm Reputation management Using peer pressure
  13. 13. FILM LAUNCH - UK UnderstandUnderstand the potential audiencesaudience - reachingbeyond the usual suspects EvaluateCampaign evaluation – campaignswhat resonates and whatdoesn’t? Find influencers Drive awareness andinterest, and generate 228%online buzz Achieve 228% of targetrevenues with very smallbudget
  14. 14. ADVANCED BREAST CANCER STUDY – LATIN AMERICA Understand 6 markets Find influencers Evaluate campaignFindings & Outcomes1. Recommendations for a strategic opportunity for the client to support and engage with patients and caregivers2. Appropriate use of language showing the greatest empathy, based on language used by commentators and therefore ensuring successful engagement with patients and caregivers
  15. 15. WHAT NEXT?
  16. 16. THE TOOLShttp://api.facebook.com/restserver.php?method=links.getStats&urls= site:twitter.com intitle:”on twitter” “bio* *NHS” “location london”
  17. 17. THE QUESTIONSWho? Share of What? voice How many? Content Penetration typeWhen? Engagement Sentiment Actions Where? AudienceInterests Share of mind
  18. 18. TIPSMeasure what you can influenceComputers don’t understand sentimentDevelop hypotheses, test ideasDon’t be wrong for long
  19. 19. CONTACT DETAILSKevin Savage@K9SavageTrufflenet@trufflenet12 Suffolk StreetLondonSW1Y 4HGslideshare.net/trufflenetT: +44 (0) 20 7812 6565E: info@trufflenet.com07703 063 958www.trufflenet.com
  20. 20. LIVERPOOL CITY COUNCIL - EVALUATING ECONOMIC IMPACTThe scenario A major cultural event in Liverpool over 3 days at Evaluate Easter campaign Necessity of demonstrating economic impact of the event Danger that local disruption it caused (including rescheduling Premiership football) turned off localsWhat Trufflenet did Tracked social media conversation before, during and after the event Dug into conversations to find out who people were going with (relatives, friends, guests) and where they were from Identified reasons to attend Presented findings to workshopOutcomes “The event exceeded our expectations Showed good ‘pull’ of visitors from beyond NW and Trufflenet’s analysis helped us to Demonstrated that marketing had been informative better understand how to tweak campaigns nearer the event.” over engaging Kirsty Connell, Liverpool City Council Found post event generated more enthusiasm than pre event

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