Simon, me, @simonmc

Co-founded Attentio in 2004 a socialMedia 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 …

Agenda

• A history lesson

• Departments, apps

• Case study

• Future

2003-2005 – track what you can

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Inte

rnet

Vis

ibil

ity

Germany UK Denmark

2006…More social sources

2007-10 more social, more deeper analysis

2007-10 more social, more deeper analysis

Enough of the history lesson ;)

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.

Our clients are used to shouting, and not to listening, they are learning about listening

1) They do not know what to do

2) Unclear objectives and expectations

3) Multi-departments requests with different information needs but one listening program (big challenge)

4) Different perspectives (long / short term)

5) Unclear lead of Social Media marketing and which budget

Common client questions:

- How is my brand performing vs competitors

- What drives buzz: topics, events, trends, dynamisms of conversation, ..

-Who: influencers online, stakeholders, influencer in the space, authority, …

- How: sentiment for brands, brands and topics, emotions and brands

- Industry specific question

- Case specific questions

Questions by department?

- PR departments: company & key brands themes, crisis monitoring

- Corporate Affairs: the company online, top people

- Marketing departments: brand and product mapping online, competitive analysis, campaign effectiveness

- Market research: analysis pre-launch, topics in conversation, why ? Cultural differences…

- Customer service

Trends in the market

- Top management push to marketing managers – in the budget now

- Consolidation of requirements

- Long term programs (specially from companies focused on client relationship management)

- Emotions and brands: creating emotions and measuring if they exist

- Benchmarking outside of their own industry

Some clients cases:

- Automotive: Europe wide car launch only with Social Media and PR (2008)

- Airline and oil and energy: help identify potential strikes, industrial activity by listening to public conversations

-Travel: regional tourism organization helped regional tourist office to improve globally image around teens with only Social Media Marketing

- Mobile phone: identification of product issues (research showed up to 8 weeks Earlier in Social Media)

October 2007

Case study: Mobile phone industry

Objective: analysis of new models positioning Social Media to define social media marketing strategy

Brands: Samsung, Sony Ericsson, Nokia and LG mobile

Country: Netherlands phones buzz in Dutch online social media

Period: March – October

Languages: English and Dutch

October 2007 16

9%

19%

12%13%

14%

24%

8%

22%

2%2%1%2% 2%1%1%2%2% 2%2%6%

2% 2%5%3%3%

14%

1% 2%2%2%2%2%

14%

7%

12%

18%20%

19%

28%

32%

7%7%7%5%

11%

8%

22%

26%

17%

11%12%14%14%

19%

10%

6%

26%

5%

16%

22%

8%7%

12%

38%

03 04 05 06 07 08 09 10 03 04 05 06 07 08 09 10 03 04 05 06 07 08 09 10 03 04 05 06 07 08 09 10

2007

Brand A Brand DBrand CBrand BSource: Dutch social media (blogs and forums), articles from 1st March – 31st October , N= 11,402

Positive mentions

Negative mentions

During analysis: two brands had important deviations in sentiment mentions versus average sentiment

levels

How did brands react short term

• Brand A:– Acknowledged

problem online where problem was discussed

– Implemented full guarantee and communicated online

– Managed closely reactions and fine tuning listening

• Brand D:– Did not react online– Did not provide solution

for issues

How did people in Social Media react

• To Brand A:– Negative sentiment

trend was reversed very quickly

– Levels of emotional discussion returned to “normal levels” quickly

• To Brand D:– Negative sentiment

trend increased over several weeks period

– Higher level of activity: about issues, about lack of responsiveness, commenting with each other

Brand A’s – Learning and actions

Learning Brand managers decided to focus in forums as

main source for managing online reputation Inter-departmental cooperation important Listening and reacting fast drove positive

results Important to engage “honestly”

Long Term actions Ongoing listening with checks and fine tuning Inter departmental processes defined Trained specialised personnel and created web response department

The Future

• More integration into applications business is familiar with– Lead generation– Reputation monitoring and protection– Consumer insights– Campaign effectiveness

• The Social datacentre• Measurement of social becomes crucial

“headache pill, not vitamin supplement”• More and more case studies …