1.
INSEAD
MBA
D12
28th
May
2012
Facebook
N
Online
News
Blog
Twi3er
Video
Examples
Social
Media
TV
Print
By
Lutz
Finger
Images
Forum
We
make
sense
out
of
media

2.
Which
feature
to
choose?
● Our
client
thought
about
3
different
features
to
implement.
Which
one
should
they
choose?
● RESULT:
Ease
of
use
is
clearly
the
favorite
in
the
public
discussion
–
but
Security
was
highly
important
in
Japan.

3.
Understand
your
Media
Impact!
● Which
brand
has
managed
to
create
the
most
media
impact?
● Which
brand
uses
which
media
type
to
create
impact?
● RESULT:
Samsung
is
the
leader
in
terms
of
message
spread
(due
to
a
new
product)
and
RIM
should
focus
more
on
social
media
such
as
facebook,
UG1-­‐
videos
or
UG1
images.
1
UG
=
user
generated

4.
On
what
topic
to
focus?
● Which
topics
need
to
be
addressed
by
A
candidate
for
the
Singapore
the
brand?
Who
should
one
talk
to?
ElecFon
(incl.
SenFment)
● RESULT:
this
candidate
was
mainly
seen
Healthcare
in
conjunc_on
with
“healthcare”
Financial
reforms
discussions
but
not
associated
with
"First
class"
“financial
reforms”.
Fisheye
can
suggest
Iraq
who
he
should
talk
to
to
spread
the
Race
issues
word.
Elec_ons
Employment
0
20
40
60
80
100
120
140
Posi_ve
Neutral
Nega_ve

5.
Sales
&
Social
Media
AcFvity
● Does
social
media
ac_vity
or
does
the
80%
spread
of
your
brand
in
the
news
(via
SMI)
Acer
saw
an
increase
of
67%
in
their
sales
month
help
you
to
predict
sales?
70%
R2
=
0.949
on
month
● Our
client
measures
Sales
vs.
the
spread
of
60%
media
ac_vity.
Also
he
measures
the
EMV
(editorial
marke_ng
value)
of
his
%
Sales
Share
50%
involvement.
40%
● RESULT:
The
client
can
be3er
control
the
Dell
value
of
his
media
ac_ons.
30%
HP
20%
Apple
has
tradi_onal
a
strong
social
media
presence.
10%
Lenovo
0%
0
5
10
15
20
25
30
35
Medion
Asus
Social
Media
Impact
in
‘000
on
media
coverage

6.
Stock
Price
and
Social
Media
● Does
the
public
percep_on
impact
your
share
price?
● RESULT:
There
is
a
correla_on
between
BP’s
share
price
and
the
net
sen_ment
score1
on
BP.
1
Net
sen_ment
score
=
#
of
pos.
men_ons
vs.
#
of
nega_ve
men_ons

7.
Know
who
to
reach?
● Who
complains
about
your
service?
● RESULT:
our
client
can
reach
out
to
help
them.
Moreover
he
has
a
metric
to
decide,
who
is
important
and
who
is
not.
Reach
out
!
Know
their
importance
!

8.
PosiFon
in
the
Media
Proportion of coverage among Axa Insurance !
and competitors in top media! Frequency!
● Every
client
has
publica_ons,
which
are
‘important’
for
them.
How
well
is
he
here
posi_oned
vs.
his
compe_tors?
● RESULT:
Axa
Insurance
needs
to
work
on
their
rela_onship
with
the
interac_ve
Investor.
It
is
talking
ac_vely
about
Axa’s
compe_tors
but
propor_onal
not
enough
about
Axa
itself.

9.
3000
2500
EvaluaFon
of
PR
tacFcs
PR
tacFcs
employed
for
a
naFonal
tourism
Volume
of
men_ons
2000
authority
over
a
7-­‐month
period
1500
1000
500
0
1-­‐Jan-­‐10
1-­‐Feb-­‐10
1-­‐Mar-­‐10
1-­‐Apr-­‐10
1-­‐May-­‐10
1-­‐Jun-­‐10
1-­‐Jul-­‐10
1-­‐Aug-­‐10
23 Feb 2010
21 Nov 2009 29 April 2010
Main ambassador
Unveiling of special
27 April 2010 Council unveils national 1 July 2010
named
mascots song Announced the third
The second
ambassador
ambassador is
announced
May 17 2010
8 March 2010
99 Days Countdown Celebration
Design revealed
● Volume
or
reach
of
men_ons
over
_me
reveals
for
many
clients
what
has
worked
in
their
Media
Strategy.
● RESULT:
The
team
can
compare
different
events
and
plan
be3er
in
the
future.

10.
Originators
vs.
Proliferators
Gail’s
AcFvity
vs.
Response
Profile
Compared
AcFvity
Response
● Who
is
an
effec_ve
influencer?
Gail
75
45
30
60
150
● Who
talks
about
your
brand
and
is
listened
to?
Steve
42
50
40
40
20
Own
Ac_vity
● RESULT:
out
of
60
ambassadors,
FB
Shares/likes
choose
the
right
ones
for
a
Comments
Ron
50
19
20
40
80
product
promo_on.
Retweets
Bitly
clicks
VJ
100
7
29
30
60
0
50
100
150
200
250
300
350
400
Node
of
influence
Gail’s
Topic
Word
Cloud