The values and data in those examples is real. The names of the companies or products have been changed to protect our clients privacy.

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