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Ähnlich wie Attentio presentation for social Media Forum 2010-06-25
Ähnlich wie Attentio presentation for social Media Forum 2010-06-25 (20)
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Attentio presentation for social Media Forum 2010-06-25
- 2. Simon, me, @simonmc Co-founded Attentio in 2004 a social Media measurement technology Founded New Media Cloud in 2009 to offer online strategy services to major brands like RTL, BBC… “ New Media Lover” Work with start ups in new media and SaaS including Jam Publishing, 365Research, Oxopia, WeStartUp …
- 4. 2003-2005 – track what you can
- 6. 2007-10 more social, more deeper analysis
- 7. 2007-10 more social, more deeper analysis
- 8. Enough of the history lesson ;)
- 9. The demand overall Demand for online marketing services is growing fast , and the demand for Social Media Marketing consulting, services and monitoring very fast – specially last 6 months clients have decided to go Social seriously larger RFPs out there.
- 16. During analysis: two brands had important deviations in sentiment mentions versus average sentiment levels October 2007 Brand A Brand D Brand C Brand B Source: Dutch social media (blogs and forums), articles from 1 st March – 31 st October , N= 11,402 Positive mentions Negative mentions
Hinweis der Redaktion
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- PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All what should I do ?
- PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All what should I do ?
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- PR departments: company & key brands themes & crisis Corporate Affairs: the company online, top people, … Marketing departments: brand and product mapping online, competitive analyisis, campaign effectiveness monitoring, identification of influencers, Marketing KPIs Market research: analysis pre-launch, topics in conversation, why ? Cultural differences,… Customer service: product issues, claims, customer service image, All what should I do ?
- Detailed analysis of the sentiment showed that: In both cases, deviation in sentiment levels was related to NEW product issues In brand A’s case: product issues were related to problems with the screens – there were several discussions in forums. In brand B’s case: product issues were related to keyboard
- Identified Social Media as key source of information to manage new phone’s brands reputation Identified forums is a key source when interested to understand market reaction to new model or to identify early issues (estimated 6 – 8 weeks time before traditional methods) Implemented ongoing monitoring solutions for new products in Netherlands and in Europe (pre-launch and post launch) Trained specialised personnel and created web response department