the best communicators start as the best listeners

A brand, customer and public intelligence tool

Claire CooperSenior Client Services Manager

AGENDA

• Social media landscape• Drawing brand/ product insights from

social media monitoring• Case study: Using Alterian SM2 we will

review what took place in social media when Kraft launched their vegemite skew isnack 2.0

Someone is talking about your brand right

now.

Bookmarklet

I digg you

Just Google it

Like

Tweet

Yahoo

Original image from www.isteconnects.org

1,733,993,741 people are now online. That’s over a quarter of the entire

population and usage is growing at 380%. Social media creates a level

playing field globally (Internet World Stats)

Photo from Getty Images

Original image from www.whereswaldo.com

25% of search results for the worlds top 20 brands are links to user-generated content

(Marketing Vox and Nielsen BuzzMetrics SES Magazine, June 8, pp 24.25)

Photo from Getty Images

Original image from www.brandsoftheworld.com

90% of consumers trust peer recommendations (Nielsen Global Online Consumer Survey July 2009)

Uncovering social intelligence for your

brand.

#1 SET UP A LISTENING POST

#2 COLLECT AND ANALYSE THE CONVERSATIONS

Store

Created in 2007, Alterian SM2 contains over 3.5 billion social media mentions, blogs, tweets, posts, images and conversations.

Understand

The Alterian SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.

Collect

Alterian SM2 indexes the entire social media universe, across the globe and across all platforms.

#3 DRAW INSIGHT FROM THE DATA

Alterian SM2 provides visibility into social media: • Who's talking: gender, age and location• What they're saying: sentiment

analysis, and discussion clustering• How popular are they: ranking• Where they're talking: blogs, social

networks, microblogs...all of social media

#4 PREPARE TO ENGAGE

or

I love comments

SOCIAL INTELLIGENCE ALLOWS YOU TO DRAW DEEPER CUSTOMER INSIGHTS

Original image from www.smlxtralarge.com

Intelligence tool demo:

Alterian SM2case study on isnack 2.0

isnack launch

SEE WHEN EVENTS SPIKE WITH THE DAILY SEARCH VOLUME GRAPH

PEOPLE TWITTER-ED LIKE MAD ABOUT ISNACK 2.0

ISNACK WAS TALKED ABOUT MORE WIDELY THAN CHEESYBITE

FAT AND WEIGHT ARE KEY TOPIC THEMES WHEN TALKING ABOUT ISNACK

Fat

Weight

WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION

www.weightwatchers.com , www.bubhub.com.au, www.messageboards.ivillage.com,www.obesityhelp.com, www.answers.yahoo.com, www.community.babycenter.com, www.community.thebump.com

WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION

www.weightwatchers.com , www.bubhub.com.au, www.messageboards.ivillage.com,www.obesityhelp.com, www.answers.yahoo.com, www.community.babycenter.com, www.community.thebump.com

WEIGHT/ NEW MUM FORUMS WERE MOST POPULAR PLACES FOR DISCUSSION

WHO’S TALKING MORE? MALES OR FEMALES...

THERE WAS A LOT OF NEGATIVITY SURROUNDING ISNACK 2.0

VIEW ALL RESULTS INDIVIDUALLY

ANALYSE THE RESULT IN DETAIL

SO WHO IS S_DOG?

ASSIGN RESULTS TO TEAM MEMBERS FOR FOLLOW-UP

FIND OUT HOW CONSUMERS TAG YOUR BRAND

SEE WHO IS TALKING ABOUT YOU GLOBALLY

SO WHAT WOULD KRAFT HAVE LEARNED FROM THIS?

• Conversations peaked around the launch of isnack 2.0 but this wasn’t maintained longer than 3 months

• Twitter was the most popular platform for discussion at launch• Weight loss and Baby forums were also popular discussion areas. This

highlights possible new strategies:– Campaign focused on the health elements of the product with placement on media

channels such as weighwatchers.com.au – If the health benefits don’t stack up this builds a business case for a light variant of

the product– Campaign focused around it being a great family snack targeted towards baby/

parenting forums such as bubhub.com.au

• Identification of potential brand advocates• Pinpointing of negative conversations highlighting opportunities for Kraft

to respond

E: hello@bullseye.com.au : @ccoopsW: www.bullseye.com.au