the best communicators start as the best listeners
DESCRIPTION
The benefits of social media monitoring as a brand, customer and public intelligence tool.TRANSCRIPT
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
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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: [email protected] : @ccoopsW: www.bullseye.com.au