1. 70% of companies don't know how their
brands are performing. Do you know?
Susanna Tirkkonen
susanna.tirkkonen@m-brain.com
Twitter: @MBrainFI

2. M-Brain Group: What Do We Do?
• M-Brain Group provides decision-makers with speedy and accurate
business information tailored to their needs. We enable them to
benefit from information-based insight, regardless of time and
language barriers, in order to excel in their business environment.

3. Geographical Footprint
• M-Brain Group has offices in 7
countries:
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Finland
Sweden
Russia
UK
France
Germany
Malaysia
• Production, sales and customer
focus in Europe, Asia providing
production resources

4. How to build brands today in social media?

5. Campaign:
Plan
Execute
Measure against targets

6. Start listening
• What interest groups are thinking/talking about your company? (who are
talking, where they are talking and how?)
• Make difference between different medias and channels:
– Paid (FB ads), Own (FB page) vs. Earned (other’s FB profiles)
– Facebook, YouTube, Pinterest, Twitter, forums, blogs, LinkedIn
• Choose Key Performance Indicators
– Quantitative vs. qualitative
– Pay attention to different
channels/arenas

7. Content and
our key message?
What is the reason
we are doing this?

8. Blogs
Homepage
YouTube
Other
Facebook
Twitter
Relevant is to choose environment that is suitable for your targets
and then choose how to act in these environment

9. #commitment/involvement/inspiring = Engagement

10. #Relationships replace
consumer/product focus

11. Influence…
The ability to inspire meaningful and measurable
action

12. How to measure/monitor results?

13. WEB ANALYTIC
CUSTOMER SURVEYS
WEB ANALYTIC
PAID
EARNED
OWN
SOME MONITORING/MEASUREMENT/KPIs

14. SoMe indicators that are current right now
1.
Increasing awareness: presence, orders, 3F (fans, friends,
followers): who they are?
2.
Find opinion leader : likes, sharing, sentiment
3.
Building Commitment: comments, answers, likes, sharing,
recommendations, re-tweets
4.
ROI/ROE: conversion/sales/profit – sale costs
In addition:
1. NPS (Net Promoter Score): combination of 2. and 3.
2.
SOV: development of conversation volumes vs. competitors and
sentiment etc.

15. IN A NUTSHELL
•
M-Adaptive gives you a real-time view of what is being
discussed and written about on the web, independent of
media type, channel, language or geographical area,
and…
•
…offers excellent tools and technology for efficient
processing, analysing and comparing of the huge
amount of information through an intuitive and unified
user interface
M-ADAPTIVE OFFERS YOU THE FOLLOWING
BENEFITS:
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Always be aware of WHERE the discussion is
happening, WHO is discussing and in WHAT tone-ofvoice
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You can easily analyse the results and, if needed,
modify the message or change the channel used
•
A solution that covers both social and editorial media
(including paywalled content)

16. HELPS YOU TO:
•
Record your communication and marketing
activity systematically
•
Monitor, measure and compare the response
across any number of channels, relating to your:
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Brands
Partners
Competitors
Industry
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Track the effects of your activities across
different media types and geographies at one
glance
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Receive sophisticated alerts
•
Make smart actions based on real-time data
16

17. – React to rising opportunities
– Recognize critical influencers in the
media, in order to focus your efforts
– Get instant results and know your
public’s reactions
– Communicate in social media
through the communication console
17

18. Campaign Objectives

19. Campaign Strategy Dashboard

20. 11/15/2013
Copyright © M-Brain 2012
20

21. Thank
You
M-Brain is a competitive intelligence company monitoring
and analyzing social and editorial media online as well as
traditional printed media and radio and television.
M-Brain's services are based on a unique combination of the
company's own superior harvesting technology and
intelligent human filtering and re-editing. We provide fast and
relevant information for decision making on a global basis.