SlideShare ist ein Scribd-Unternehmen logo
1 von 28
Downloaden Sie, um offline zu lesen
Learning to listen: the benefits of buzz
Ann Longley, Digital Strategy Director, 17 November 2009
Focus for today


          Why we listen



          How we listen



          What we need from providers
Focus for today


          Why we listen



          How we listen



          What we need from providers
Why we listen


Why listen?




  Problems…? Everyone knows about it
Why we listen
                                      Social media and UB brands
Social media is word of mouth on amphetamines



                                            No such
                                         thing as local



                        Product and
                                                             Bad news
                        share price
                                                            travels fast
                         may suffer

Bad news can damage your business quickly

                              Protests can             Messages
                              be organised              can be
                                 quickly              undermined
Why we listen




News not all bad
Why we listen




Many brands have fans online
Why we listen




Smart brands cultivate their fanbase
Why we listen




And get them involved in their business
Why we listen


Earned media is now the most influential




                       Paid   Owned   Earned



Source: COMPOSE 2008
Why we listen


Marketing has changed

                                             Complexity lies at the centre of the marketing funnel

                                                      Peer                     Competitive
                                                    reviews                    alternatives

 The traditional marketing funnel

                                                                                              Buyers


                                             Eyeballs
Eyeballs                            Buyers
                                                                                              Contributors




                                                  Recommendations                User-generated
                                                     from friends                   content




            Old                                                     New
Why we listen


Online recommendations influence purchasing
behaviour

      • 85% used search last month
        to look for a specific product
      • 49.5% looked for a
        recommendation
  Half• of people researching online seek
         “Sony Ericsson w960i” > 10
         out of top 10 results are social
                 recommendations
Why we listen



Marketing is now a two-way street
Why we listen


  Reputation in the digital age

                                                Strength of
                                                 network/
                                                 fanbase




                                                                                Coke has 3.5M friends
                                                                            on Facebook; fans run the group
Starbuck‟s invites its customers
    to provide regular input

                                     Market     REPUTATION    Responsive-
                                   Leadership       2.0          ness




                                                Product and
                                                   service
                                                 innovation
   Walker‟s let its customers                                                   McDonald‟s lets its customers
     create a new flavour                                                         report on its operations
Why we listen


The new brand stock exchange:
Most talked about brands




UK Superbrands (volume of buzz over the last 6 months)
Why we listen


Top UK brands by sentiment score




http://www.superbrands.uk.com/
Score is the average sentiment weighted by site credibility
Credibility is determined by page rank, in-bound links, page views.
Why we listen


New world calls for a new approach*

                                                                          2. PLAN
1. LISTEN                                                                 Based on the insights gained from Listening,
Conducting online buzz                                                    Our recommendations inform integrated
research is a cost effective way                       Plan               communication planning. These are typically
to identify online conversations                                          shared with a wide range of client stakeholders
that may impact your                                                      and agency partners. Clear goals aligned with
organisational performance.                                               organisational goals informs all activity.
Competitor benchmarking of
key buzz metrics is an
important ongoing business
requirement for many
businesses today. The levels of
buzz help inform ongoing
requirements.
                                   Listen
                                                    Integrated          Respond
                                                     Strategy



                                                                          3. RESPOND
4. EVALUATE                                                               This is the implementation phase based
This phase addresses the evaluation of previous                           on an agreed action plan.
phase and will include key buzz metrics and other                         MEC can play a coordinating role if required
KPIs. This stage leads into Listening again and      Evaluate             and help set the evaluation framework.
refining the strategy accordingly.                                        Cross media activity should be undertaken
                                                                          to ensure an integrated approach.




                                      *MEC approach to reputation management
Why we listen


The benefits of paying attention

 Here are just a few:




         Identify and manage   Improve products
         risks                 and services




         Evaluate campaigns    Find new influencers
Focus for today


          Why we listen



          How we listen



          What we need from providers
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’
How we listen


Overview of tools

  Free online buzz search tools           Fee-based online buzz monitoring /
                                                 ‘listening platforms’




 Good for finding indicative buzz
 but not very accurate or sophisticated
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’




                                   Much more professional and useful
                                   but still far from perfect
How we listen


How we listen: Professional listening platforms

                  Key strength:                                Weaknesses:
         They help make sense of the data              They are machines not human

  Provide sophisticated dashboards with       X Automated sentiment is not always
  easy to use reporting capabilities           accurate due to technology limitations

  Facilitate early detection of problematic   X They do not capture everything that is
  issues which could negatively effect         relevant although they get better with
  sales/share price                            training and they are subject to time
                                               delays
  Provide a good „temperature check‟ on       X Assessing who is influential is hotly
  a wide range of issues and metrics           contested with no consistent
                                               methodology
  Increasingly help manage engagement         X We need to supplement tools with
  through response management tools and        human analysts to properly vet and
  workflows                                    classify the data
How we listen


Vendor screening and selection checklist




 Technology costs versus analyst costs?!
How we listen


Social media fits within a wider planning ecosystem




            What does it all mean?
Focus for today


          Why we listen



          How we listen



          What we need from providers
What we want from providers


What we need from buzz monitoring providers?

    Transparency                              Clarity                        Coverage
 About the strengths but               Relating to your offer           What you can pick up
  also the limitations of                and your plans                and what you can‟t pick
         the tools                                                      up; don‟t just blind us
                                        This is what we do
                                                                          with big numbers
                                       now; this is what we
                                           will do later.



                        Services                         Responsiveness
                                                        Work with us to develop
                            Training
                                                        your offer based on our
                    Workflows and data                       requirements.
                       integration
                                                        Work with us and the
                   Vetting/classification             industry to create agreed
                                                      measurement standards.
Thank you!

         Find me:
ann.longley@mecglobal.com
 http://www.annlongley.net
www.twitter.com/AnnMargaret

Weitere ähnliche Inhalte

Was ist angesagt?

Financial Services Firms Claim the CX Advantage
Financial Services Firms Claim the CX Advantage Financial Services Firms Claim the CX Advantage
Financial Services Firms Claim the CX Advantage Lithium
 
The New Marketer
The New MarketerThe New Marketer
The New MarketerShari Weiss
 
The state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers finalThe state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers finalChris Wright
 
From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
 
Building Social Excellence: Insights on the Construction Industry
Building Social Excellence: Insights on the Construction IndustryBuilding Social Excellence: Insights on the Construction Industry
Building Social Excellence: Insights on the Construction IndustryBrandwatch
 
Financial Institutions and Social Media
Financial Institutions and Social Media Financial Institutions and Social Media
Financial Institutions and Social Media Ogilvy Consulting
 
10 Things Direct Marketers Can Do to Take Advantage of Social Media
10 Things Direct Marketers Can Do to Take Advantage of Social Media10 Things Direct Marketers Can Do to Take Advantage of Social Media
10 Things Direct Marketers Can Do to Take Advantage of Social MediaPaul Gillin
 
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyWeb 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyGerardo A Dada
 
iReach Purse Power Presentation
iReach Purse Power PresentationiReach Purse Power Presentation
iReach Purse Power PresentationKatrynaSzagala
 
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesBig Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesCharlene Li
 
Getting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BGetting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BBonfire Marketing Company
 
Paid to Made media Whitepaper FINAL1
Paid to Made media Whitepaper FINAL1Paid to Made media Whitepaper FINAL1
Paid to Made media Whitepaper FINAL1Brian Dargan
 
FRANkademy: Social Media Strategy for B2B
FRANkademy: Social Media Strategy for B2BFRANkademy: Social Media Strategy for B2B
FRANkademy: Social Media Strategy for B2BFRANk Media
 
The DigiMarketing Imperative
The DigiMarketing ImperativeThe DigiMarketing Imperative
The DigiMarketing ImperativeOgilvy
 
The Insidious Plot to Socialize the Enterprise
The Insidious Plot to Socialize the EnterpriseThe Insidious Plot to Socialize the Enterprise
The Insidious Plot to Socialize the EnterpriseOgilvy Consulting
 
Advanced Mobile Marketing
Advanced Mobile MarketingAdvanced Mobile Marketing
Advanced Mobile MarketingAndy Chang
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
 
Latest developments in online marketing
Latest developments in online marketingLatest developments in online marketing
Latest developments in online marketingLisa Harris
 
How do teenagers in bahrain respond to online advertising
How do teenagers in bahrain respond to online advertisingHow do teenagers in bahrain respond to online advertising
How do teenagers in bahrain respond to online advertisingAlexander Decker
 

Was ist angesagt? (20)

Financial Services Firms Claim the CX Advantage
Financial Services Firms Claim the CX Advantage Financial Services Firms Claim the CX Advantage
Financial Services Firms Claim the CX Advantage
 
The New Marketer
The New MarketerThe New Marketer
The New Marketer
 
The state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers finalThe state of marketing 2012 ibm's global survey of marketers final
The state of marketing 2012 ibm's global survey of marketers final
 
From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'
 
Building Social Excellence: Insights on the Construction Industry
Building Social Excellence: Insights on the Construction IndustryBuilding Social Excellence: Insights on the Construction Industry
Building Social Excellence: Insights on the Construction Industry
 
Financial Institutions and Social Media
Financial Institutions and Social Media Financial Institutions and Social Media
Financial Institutions and Social Media
 
10 Things Direct Marketers Can Do to Take Advantage of Social Media
10 Things Direct Marketers Can Do to Take Advantage of Social Media10 Things Direct Marketers Can Do to Take Advantage of Social Media
10 Things Direct Marketers Can Do to Take Advantage of Social Media
 
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyWeb 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
 
iReach Purse Power Presentation
iReach Purse Power PresentationiReach Purse Power Presentation
iReach Purse Power Presentation
 
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesBig Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best Practices
 
Thesocialmediacustomer fullreport
Thesocialmediacustomer fullreportThesocialmediacustomer fullreport
Thesocialmediacustomer fullreport
 
Getting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BGetting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2B
 
Paid to Made media Whitepaper FINAL1
Paid to Made media Whitepaper FINAL1Paid to Made media Whitepaper FINAL1
Paid to Made media Whitepaper FINAL1
 
FRANkademy: Social Media Strategy for B2B
FRANkademy: Social Media Strategy for B2BFRANkademy: Social Media Strategy for B2B
FRANkademy: Social Media Strategy for B2B
 
The DigiMarketing Imperative
The DigiMarketing ImperativeThe DigiMarketing Imperative
The DigiMarketing Imperative
 
The Insidious Plot to Socialize the Enterprise
The Insidious Plot to Socialize the EnterpriseThe Insidious Plot to Socialize the Enterprise
The Insidious Plot to Socialize the Enterprise
 
Advanced Mobile Marketing
Advanced Mobile MarketingAdvanced Mobile Marketing
Advanced Mobile Marketing
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing Strategies
 
Latest developments in online marketing
Latest developments in online marketingLatest developments in online marketing
Latest developments in online marketing
 
How do teenagers in bahrain respond to online advertising
How do teenagers in bahrain respond to online advertisingHow do teenagers in bahrain respond to online advertising
How do teenagers in bahrain respond to online advertising
 

Ähnlich wie Social Media Monitoring

Digital Day 2011 - Nick Orsman - ROI and SM
Digital Day 2011 - Nick Orsman - ROI and SMDigital Day 2011 - Nick Orsman - ROI and SM
Digital Day 2011 - Nick Orsman - ROI and SMProximity BBDO Sweden
 
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...Adrian Tan
 
Litmus: Digital Best Practices for Branded Manufacturers
Litmus: Digital Best Practices for Branded ManufacturersLitmus: Digital Best Practices for Branded Manufacturers
Litmus: Digital Best Practices for Branded ManufacturersResource/Ammirati
 
AMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouAMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouMritunjayK
 
How Philips develops an online shopping strategy using social analytics
How Philips develops an online shopping strategy using social analyticsHow Philips develops an online shopping strategy using social analytics
How Philips develops an online shopping strategy using social analyticsFloris Regouin
 
How to Turn Social Media Conversations to Actionable Insights
How to Turn Social Media Conversations to Actionable InsightsHow to Turn Social Media Conversations to Actionable Insights
How to Turn Social Media Conversations to Actionable InsightsVirginia Bautista
 
Good Brands Report 2009
Good Brands Report 2009Good Brands Report 2009
Good Brands Report 2009PSFK
 
Good Brands Report 2009
Good Brands Report 2009Good Brands Report 2009
Good Brands Report 2009APG México
 
Social media and retail banking
Social media and retail bankingSocial media and retail banking
Social media and retail bankingInfosys Finacle
 
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersNotes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersVivastream
 
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersNotes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersVivastream
 
Use Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer ExperienceUse Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer ExperienceBlueocean Market Intelligence
 
MarketSqr Supply Network Introduction
MarketSqr Supply Network IntroductionMarketSqr Supply Network Introduction
MarketSqr Supply Network IntroductionFrancois Naudé
 
Deep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaDeep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaZena Weist
 
The Social Plan
The Social PlanThe Social Plan
The Social PlanGina Bowes
 
Social Engagement: Buckle Up and Enjoy the Ride!
Social Engagement: Buckle Up and Enjoy the Ride!Social Engagement: Buckle Up and Enjoy the Ride!
Social Engagement: Buckle Up and Enjoy the Ride!Petra Neiger
 
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...Influence People
 

Ähnlich wie Social Media Monitoring (20)

Digital Day 2011 - Nick Orsman - ROI and SM
Digital Day 2011 - Nick Orsman - ROI and SMDigital Day 2011 - Nick Orsman - ROI and SM
Digital Day 2011 - Nick Orsman - ROI and SM
 
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...
Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And ...
 
The Social Web Media
The Social Web MediaThe Social Web Media
The Social Web Media
 
The Social Web
The Social WebThe Social Web
The Social Web
 
Litmus: Digital Best Practices for Branded Manufacturers
Litmus: Digital Best Practices for Branded ManufacturersLitmus: Digital Best Practices for Branded Manufacturers
Litmus: Digital Best Practices for Branded Manufacturers
 
AMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouAMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for You
 
Breadfuit Samples_A
Breadfuit Samples_ABreadfuit Samples_A
Breadfuit Samples_A
 
How Philips develops an online shopping strategy using social analytics
How Philips develops an online shopping strategy using social analyticsHow Philips develops an online shopping strategy using social analytics
How Philips develops an online shopping strategy using social analytics
 
How to Turn Social Media Conversations to Actionable Insights
How to Turn Social Media Conversations to Actionable InsightsHow to Turn Social Media Conversations to Actionable Insights
How to Turn Social Media Conversations to Actionable Insights
 
Good Brands Report 2009
Good Brands Report 2009Good Brands Report 2009
Good Brands Report 2009
 
Good Brands Report 2009
Good Brands Report 2009Good Brands Report 2009
Good Brands Report 2009
 
Social media and retail banking
Social media and retail bankingSocial media and retail banking
Social media and retail banking
 
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersNotes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
 
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand InfluencersNotes Version: How to Use Social Currency to Identify Your Brand Influencers
Notes Version: How to Use Social Currency to Identify Your Brand Influencers
 
Use Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer ExperienceUse Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer Experience
 
MarketSqr Supply Network Introduction
MarketSqr Supply Network IntroductionMarketSqr Supply Network Introduction
MarketSqr Supply Network Introduction
 
Deep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaDeep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social Media
 
The Social Plan
The Social PlanThe Social Plan
The Social Plan
 
Social Engagement: Buckle Up and Enjoy the Ride!
Social Engagement: Buckle Up and Enjoy the Ride!Social Engagement: Buckle Up and Enjoy the Ride!
Social Engagement: Buckle Up and Enjoy the Ride!
 
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
 

Mehr von Ann Longley

The RSA.org Digital Summit Final Report and Recommendations 020221 compresse...
The RSA.org Digital Summit Final Report and Recommendations  020221 compresse...The RSA.org Digital Summit Final Report and Recommendations  020221 compresse...
The RSA.org Digital Summit Final Report and Recommendations 020221 compresse...Ann Longley
 
Personas drivers of transformation or hollow profit?
Personas drivers of transformation or hollow profit? Personas drivers of transformation or hollow profit?
Personas drivers of transformation or hollow profit? Ann Longley
 
Accelerating impact with digital
Accelerating impact with digitalAccelerating impact with digital
Accelerating impact with digitalAnn Longley
 
Can Design Save the World?
Can Design Save the World?Can Design Save the World?
Can Design Save the World?Ann Longley
 
Confessions of a change agent
Confessions of a change agent Confessions of a change agent
Confessions of a change agent Ann Longley
 
Understanding social narratives: PR as narrative seminar
Understanding social narratives: PR as narrative seminarUnderstanding social narratives: PR as narrative seminar
Understanding social narratives: PR as narrative seminarAnn Longley
 
5 Ways Digital Will Annihilate your Business
5 Ways Digital Will Annihilate your Business5 Ways Digital Will Annihilate your Business
5 Ways Digital Will Annihilate your BusinessAnn Longley
 
#7 social provocations expo final
#7 social provocations expo   final#7 social provocations expo   final
#7 social provocations expo finalAnn Longley
 
Anti-consumerism Online
Anti-consumerism OnlineAnti-consumerism Online
Anti-consumerism OnlineAnn Longley
 
Social Entertainment 050909
Social Entertainment 050909Social Entertainment 050909
Social Entertainment 050909Ann Longley
 

Mehr von Ann Longley (10)

The RSA.org Digital Summit Final Report and Recommendations 020221 compresse...
The RSA.org Digital Summit Final Report and Recommendations  020221 compresse...The RSA.org Digital Summit Final Report and Recommendations  020221 compresse...
The RSA.org Digital Summit Final Report and Recommendations 020221 compresse...
 
Personas drivers of transformation or hollow profit?
Personas drivers of transformation or hollow profit? Personas drivers of transformation or hollow profit?
Personas drivers of transformation or hollow profit?
 
Accelerating impact with digital
Accelerating impact with digitalAccelerating impact with digital
Accelerating impact with digital
 
Can Design Save the World?
Can Design Save the World?Can Design Save the World?
Can Design Save the World?
 
Confessions of a change agent
Confessions of a change agent Confessions of a change agent
Confessions of a change agent
 
Understanding social narratives: PR as narrative seminar
Understanding social narratives: PR as narrative seminarUnderstanding social narratives: PR as narrative seminar
Understanding social narratives: PR as narrative seminar
 
5 Ways Digital Will Annihilate your Business
5 Ways Digital Will Annihilate your Business5 Ways Digital Will Annihilate your Business
5 Ways Digital Will Annihilate your Business
 
#7 social provocations expo final
#7 social provocations expo   final#7 social provocations expo   final
#7 social provocations expo final
 
Anti-consumerism Online
Anti-consumerism OnlineAnti-consumerism Online
Anti-consumerism Online
 
Social Entertainment 050909
Social Entertainment 050909Social Entertainment 050909
Social Entertainment 050909
 

Kürzlich hochgeladen

HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 

Kürzlich hochgeladen (20)

HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 

Social Media Monitoring

  • 1. Learning to listen: the benefits of buzz Ann Longley, Digital Strategy Director, 17 November 2009
  • 2. Focus for today Why we listen How we listen What we need from providers
  • 3. Focus for today Why we listen How we listen What we need from providers
  • 4. Why we listen Why listen? Problems…? Everyone knows about it
  • 5. Why we listen Social media and UB brands Social media is word of mouth on amphetamines No such thing as local Product and Bad news share price travels fast may suffer Bad news can damage your business quickly Protests can Messages be organised can be quickly undermined
  • 6. Why we listen News not all bad
  • 7. Why we listen Many brands have fans online
  • 8. Why we listen Smart brands cultivate their fanbase
  • 9. Why we listen And get them involved in their business
  • 10. Why we listen Earned media is now the most influential Paid Owned Earned Source: COMPOSE 2008
  • 11. Why we listen Marketing has changed Complexity lies at the centre of the marketing funnel Peer Competitive reviews alternatives The traditional marketing funnel Buyers Eyeballs Eyeballs Buyers Contributors Recommendations User-generated from friends content Old New
  • 12. Why we listen Online recommendations influence purchasing behaviour • 85% used search last month to look for a specific product • 49.5% looked for a recommendation Half• of people researching online seek “Sony Ericsson w960i” > 10 out of top 10 results are social recommendations
  • 13. Why we listen Marketing is now a two-way street
  • 14. Why we listen Reputation in the digital age Strength of network/ fanbase Coke has 3.5M friends on Facebook; fans run the group Starbuck‟s invites its customers to provide regular input Market REPUTATION Responsive- Leadership 2.0 ness Product and service innovation Walker‟s let its customers McDonald‟s lets its customers create a new flavour report on its operations
  • 15. Why we listen The new brand stock exchange: Most talked about brands UK Superbrands (volume of buzz over the last 6 months)
  • 16. Why we listen Top UK brands by sentiment score http://www.superbrands.uk.com/ Score is the average sentiment weighted by site credibility Credibility is determined by page rank, in-bound links, page views.
  • 17. Why we listen New world calls for a new approach* 2. PLAN 1. LISTEN Based on the insights gained from Listening, Conducting online buzz Our recommendations inform integrated research is a cost effective way Plan communication planning. These are typically to identify online conversations shared with a wide range of client stakeholders that may impact your and agency partners. Clear goals aligned with organisational performance. organisational goals informs all activity. Competitor benchmarking of key buzz metrics is an important ongoing business requirement for many businesses today. The levels of buzz help inform ongoing requirements. Listen Integrated Respond Strategy 3. RESPOND 4. EVALUATE This is the implementation phase based This phase addresses the evaluation of previous on an agreed action plan. phase and will include key buzz metrics and other MEC can play a coordinating role if required KPIs. This stage leads into Listening again and Evaluate and help set the evaluation framework. refining the strategy accordingly. Cross media activity should be undertaken to ensure an integrated approach. *MEC approach to reputation management
  • 18. Why we listen The benefits of paying attention Here are just a few: Identify and manage Improve products risks and services Evaluate campaigns Find new influencers
  • 19. Focus for today Why we listen How we listen What we need from providers
  • 20. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
  • 21. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Good for finding indicative buzz but not very accurate or sophisticated
  • 22. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Much more professional and useful but still far from perfect
  • 23. How we listen How we listen: Professional listening platforms Key strength: Weaknesses: They help make sense of the data They are machines not human Provide sophisticated dashboards with X Automated sentiment is not always easy to use reporting capabilities accurate due to technology limitations Facilitate early detection of problematic X They do not capture everything that is issues which could negatively effect relevant although they get better with sales/share price training and they are subject to time delays Provide a good „temperature check‟ on X Assessing who is influential is hotly a wide range of issues and metrics contested with no consistent methodology Increasingly help manage engagement X We need to supplement tools with through response management tools and human analysts to properly vet and workflows classify the data
  • 24. How we listen Vendor screening and selection checklist Technology costs versus analyst costs?!
  • 25. How we listen Social media fits within a wider planning ecosystem What does it all mean?
  • 26. Focus for today Why we listen How we listen What we need from providers
  • 27. What we want from providers What we need from buzz monitoring providers? Transparency Clarity Coverage About the strengths but Relating to your offer What you can pick up also the limitations of and your plans and what you can‟t pick the tools up; don‟t just blind us This is what we do with big numbers now; this is what we will do later. Services Responsiveness Work with us to develop Training your offer based on our Workflows and data requirements. integration Work with us and the Vetting/classification industry to create agreed measurement standards.
  • 28. Thank you! Find me: ann.longley@mecglobal.com http://www.annlongley.net www.twitter.com/AnnMargaret