SlideShare une entreprise Scribd logo
1  sur  28
Télécharger pour lire hors ligne
Learning to listen: the benefits of buzz
Ann Longley, Digital Strategy Director, 17 November 2009
Focus for today


          Why we listen



          How we listen



          What we need from providers
Focus for today


          Why we listen



          How we listen



          What we need from providers
Why we listen


Why listen?




  Problems…? Everyone knows about it
Why we listen
                                      Social media and UB brands
Social media is word of mouth on amphetamines



                                            No such
                                         thing as local



                        Product and
                                                             Bad news
                        share price
                                                            travels fast
                         may suffer

Bad news can damage your business quickly

                              Protests can             Messages
                              be organised              can be
                                 quickly              undermined
Why we listen




News not all bad
Why we listen




Many brands have fans online
Why we listen




Smart brands cultivate their fanbase
Why we listen




And get them involved in their business
Why we listen


Earned media is now the most influential




                       Paid   Owned   Earned



Source: COMPOSE 2008
Why we listen


Marketing has changed

                                             Complexity lies at the centre of the marketing funnel

                                                      Peer                     Competitive
                                                    reviews                    alternatives

 The traditional marketing funnel

                                                                                              Buyers


                                             Eyeballs
Eyeballs                            Buyers
                                                                                              Contributors




                                                  Recommendations                User-generated
                                                     from friends                   content




            Old                                                     New
Why we listen


Online recommendations influence purchasing
behaviour

      • 85% used search last month
        to look for a specific product
      • 49.5% looked for a
        recommendation
  Half• of people researching online seek
         “Sony Ericsson w960i” > 10
         out of top 10 results are social
                 recommendations
Why we listen



Marketing is now a two-way street
Why we listen


  Reputation in the digital age

                                                Strength of
                                                 network/
                                                 fanbase




                                                                                Coke has 3.5M friends
                                                                            on Facebook; fans run the group
Starbuck‟s invites its customers
    to provide regular input

                                     Market     REPUTATION    Responsive-
                                   Leadership       2.0          ness




                                                Product and
                                                   service
                                                 innovation
   Walker‟s let its customers                                                   McDonald‟s lets its customers
     create a new flavour                                                         report on its operations
Why we listen


The new brand stock exchange:
Most talked about brands




UK Superbrands (volume of buzz over the last 6 months)
Why we listen


Top UK brands by sentiment score




http://www.superbrands.uk.com/
Score is the average sentiment weighted by site credibility
Credibility is determined by page rank, in-bound links, page views.
Why we listen


New world calls for a new approach*

                                                                          2. PLAN
1. LISTEN                                                                 Based on the insights gained from Listening,
Conducting online buzz                                                    Our recommendations inform integrated
research is a cost effective way                       Plan               communication planning. These are typically
to identify online conversations                                          shared with a wide range of client stakeholders
that may impact your                                                      and agency partners. Clear goals aligned with
organisational performance.                                               organisational goals informs all activity.
Competitor benchmarking of
key buzz metrics is an
important ongoing business
requirement for many
businesses today. The levels of
buzz help inform ongoing
requirements.
                                   Listen
                                                    Integrated          Respond
                                                     Strategy



                                                                          3. RESPOND
4. EVALUATE                                                               This is the implementation phase based
This phase addresses the evaluation of previous                           on an agreed action plan.
phase and will include key buzz metrics and other                         MEC can play a coordinating role if required
KPIs. This stage leads into Listening again and      Evaluate             and help set the evaluation framework.
refining the strategy accordingly.                                        Cross media activity should be undertaken
                                                                          to ensure an integrated approach.




                                      *MEC approach to reputation management
Why we listen


The benefits of paying attention

 Here are just a few:




         Identify and manage   Improve products
         risks                 and services




         Evaluate campaigns    Find new influencers
Focus for today


          Why we listen



          How we listen



          What we need from providers
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’
How we listen


Overview of tools

  Free online buzz search tools           Fee-based online buzz monitoring /
                                                 ‘listening platforms’




 Good for finding indicative buzz
 but not very accurate or sophisticated
How we listen


Overview of tools

  Free online buzz search tools   Fee-based online buzz monitoring /
                                         ‘listening platforms’




                                   Much more professional and useful
                                   but still far from perfect
How we listen


How we listen: Professional listening platforms

                  Key strength:                                Weaknesses:
         They help make sense of the data              They are machines not human

  Provide sophisticated dashboards with       X Automated sentiment is not always
  easy to use reporting capabilities           accurate due to technology limitations

  Facilitate early detection of problematic   X They do not capture everything that is
  issues which could negatively effect         relevant although they get better with
  sales/share price                            training and they are subject to time
                                               delays
  Provide a good „temperature check‟ on       X Assessing who is influential is hotly
  a wide range of issues and metrics           contested with no consistent
                                               methodology
  Increasingly help manage engagement         X We need to supplement tools with
  through response management tools and        human analysts to properly vet and
  workflows                                    classify the data
How we listen


Vendor screening and selection checklist




 Technology costs versus analyst costs?!
How we listen


Social media fits within a wider planning ecosystem




            What does it all mean?
Focus for today


          Why we listen



          How we listen



          What we need from providers
What we want from providers


What we need from buzz monitoring providers?

    Transparency                              Clarity                        Coverage
 About the strengths but               Relating to your offer           What you can pick up
  also the limitations of                and your plans                and what you can‟t pick
         the tools                                                      up; don‟t just blind us
                                        This is what we do
                                                                          with big numbers
                                       now; this is what we
                                           will do later.



                        Services                         Responsiveness
                                                        Work with us to develop
                            Training
                                                        your offer based on our
                    Workflows and data                       requirements.
                       integration
                                                        Work with us and the
                   Vetting/classification             industry to create agreed
                                                      measurement standards.
Thank you!

         Find me:
ann.longley@mecglobal.com
 http://www.annlongley.net
www.twitter.com/AnnMargaret

Contenu connexe

En vedette

Online Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationOnline Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationMargaret M. Whitson
 
CRM Project - H2Kinfosys
CRM Project - H2KinfosysCRM Project - H2Kinfosys
CRM Project - H2KinfosysH2Kinfosys
 
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Shlomoh Samuel
 
Just dial limited presentation
Just dial limited presentationJust dial limited presentation
Just dial limited presentationKalyan Veeramalla
 
Justdial business model
Justdial business modelJustdial business model
Justdial business modelShwet Kashyap
 
presentation just dial how it generate th erevenue
presentation just dial how it generate th erevenuepresentation just dial how it generate th erevenue
presentation just dial how it generate th erevenueANSHU TIWARI
 
Online Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentOnline Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentH2Kinfosys
 
Online Banking Business Requirement Document
Online Banking Business Requirement DocumentOnline Banking Business Requirement Document
Online Banking Business Requirement DocumentH2Kinfosys
 
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Ir. MD Nursyazwi Mohammad
 

En vedette (11)

Justdial
JustdialJustdial
Justdial
 
Online Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint PresentationOnline Local Business Directories Powerpoint Presentation
Online Local Business Directories Powerpoint Presentation
 
CRM Project - H2Kinfosys
CRM Project - H2KinfosysCRM Project - H2Kinfosys
CRM Project - H2Kinfosys
 
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
Justdial is yellow pages on telephone . Here's a ppt on its marketing strateg...
 
Just dial limited presentation
Just dial limited presentationJust dial limited presentation
Just dial limited presentation
 
Justdial business model
Justdial business modelJustdial business model
Justdial business model
 
presentation just dial how it generate th erevenue
presentation just dial how it generate th erevenuepresentation just dial how it generate th erevenue
presentation just dial how it generate th erevenue
 
Just Dial PPT
Just Dial PPTJust Dial PPT
Just Dial PPT
 
Online Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement DcoumentOnline Shopping Cart Business Requirement Dcoument
Online Shopping Cart Business Requirement Dcoument
 
Online Banking Business Requirement Document
Online Banking Business Requirement DocumentOnline Banking Business Requirement Document
Online Banking Business Requirement Document
 
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
Proposals for Design and Build Kitchen Extension and Car Porch at Taman Mutia...
 

Plus de Our Social Times

Taking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingTaking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingOur Social Times
 
The convergence of social and digital customer service
The convergence of social and digital customer serviceThe convergence of social and digital customer service
The convergence of social and digital customer serviceOur Social Times
 
The Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceThe Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceOur Social Times
 
Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Our Social Times
 
B2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIB2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIOur Social Times
 
Taking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingTaking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingOur Social Times
 
Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Our Social Times
 
Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Our Social Times
 
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Our Social Times
 
Social Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudySocial Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudyOur Social Times
 
12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"Our Social Times
 
Optimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOptimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOur Social Times
 
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Our Social Times
 
Social Customer Service & Marketing
Social Customer Service & MarketingSocial Customer Service & Marketing
Social Customer Service & MarketingOur Social Times
 
Best Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceBest Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceOur Social Times
 
Are you ready for social customer service?
Are you ready for social customer service?Are you ready for social customer service?
Are you ready for social customer service?Our Social Times
 
Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Our Social Times
 
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsSocial CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsOur Social Times
 
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Our Social Times
 
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...Our Social Times
 

Plus de Our Social Times (20)

Taking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content MarketingTaking the Boring out of B2B Content Marketing
Taking the Boring out of B2B Content Marketing
 
The convergence of social and digital customer service
The convergence of social and digital customer serviceThe convergence of social and digital customer service
The convergence of social and digital customer service
 
The Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer ServiceThe Convergence of Social and Digital Customer Service
The Convergence of Social and Digital Customer Service
 
Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014Social Media Masterclass for BPMA Conference 2014
Social Media Masterclass for BPMA Conference 2014
 
B2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROIB2B content marketing: How to engage generate leads and maximise ROI
B2B content marketing: How to engage generate leads and maximise ROI
 
Taking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketingTaking the 'boring' out of B2B content marketing
Taking the 'boring' out of B2B content marketing
 
Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy Next Generation Customer Communities: From Support to sCRM & Advocacy
Next Generation Customer Communities: From Support to sCRM & Advocacy
 
Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service Using Social Data & Gaming Mechanics to Improve Customer Service
Using Social Data & Gaming Mechanics to Improve Customer Service
 
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
 
Social Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case StudySocial Customer Service & Experience (SCSX): A Case Study
Social Customer Service & Experience (SCSX): A Case Study
 
12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"12 Monate "die Kabelhelden"
12 Monate "die Kabelhelden"
 
Optimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice CenterOptimale Integration Sozialer Medien in das Kundenservice Center
Optimale Integration Sozialer Medien in das Kundenservice Center
 
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
Der ROI von Social CRM: Vorteile und Nutzen einer digitalen Kundenservice-Str...
 
Social Customer Service & Marketing
Social Customer Service & MarketingSocial Customer Service & Marketing
Social Customer Service & Marketing
 
Best Practices in Social Customer Service Excellence
Best Practices in Social Customer Service ExcellenceBest Practices in Social Customer Service Excellence
Best Practices in Social Customer Service Excellence
 
Are you ready for social customer service?
Are you ready for social customer service?Are you ready for social customer service?
Are you ready for social customer service?
 
Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...Complaints on social media (and how to minimise the damage they cause) - Olga...
Complaints on social media (and how to minimise the damage they cause) - Olga...
 
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 BrusselsSocial CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
 
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
Unlocking your Social Business Potential with LinkedIn - Marcel Molenaar, Lin...
 
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
 

Dernier

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Dernier (20)

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

The Business Case for Social Media Monitoring

  • 1. Learning to listen: the benefits of buzz Ann Longley, Digital Strategy Director, 17 November 2009
  • 2. Focus for today Why we listen How we listen What we need from providers
  • 3. Focus for today Why we listen How we listen What we need from providers
  • 4. Why we listen Why listen? Problems…? Everyone knows about it
  • 5. Why we listen Social media and UB brands Social media is word of mouth on amphetamines No such thing as local Product and Bad news share price travels fast may suffer Bad news can damage your business quickly Protests can Messages be organised can be quickly undermined
  • 6. Why we listen News not all bad
  • 7. Why we listen Many brands have fans online
  • 8. Why we listen Smart brands cultivate their fanbase
  • 9. Why we listen And get them involved in their business
  • 10. Why we listen Earned media is now the most influential Paid Owned Earned Source: COMPOSE 2008
  • 11. Why we listen Marketing has changed Complexity lies at the centre of the marketing funnel Peer Competitive reviews alternatives The traditional marketing funnel Buyers Eyeballs Eyeballs Buyers Contributors Recommendations User-generated from friends content Old New
  • 12. Why we listen Online recommendations influence purchasing behaviour • 85% used search last month to look for a specific product • 49.5% looked for a recommendation Half• of people researching online seek “Sony Ericsson w960i” > 10 out of top 10 results are social recommendations
  • 13. Why we listen Marketing is now a two-way street
  • 14. Why we listen Reputation in the digital age Strength of network/ fanbase Coke has 3.5M friends on Facebook; fans run the group Starbuck‟s invites its customers to provide regular input Market REPUTATION Responsive- Leadership 2.0 ness Product and service innovation Walker‟s let its customers McDonald‟s lets its customers create a new flavour report on its operations
  • 15. Why we listen The new brand stock exchange: Most talked about brands UK Superbrands (volume of buzz over the last 6 months)
  • 16. Why we listen Top UK brands by sentiment score http://www.superbrands.uk.com/ Score is the average sentiment weighted by site credibility Credibility is determined by page rank, in-bound links, page views.
  • 17. Why we listen New world calls for a new approach* 2. PLAN 1. LISTEN Based on the insights gained from Listening, Conducting online buzz Our recommendations inform integrated research is a cost effective way Plan communication planning. These are typically to identify online conversations shared with a wide range of client stakeholders that may impact your and agency partners. Clear goals aligned with organisational performance. organisational goals informs all activity. Competitor benchmarking of key buzz metrics is an important ongoing business requirement for many businesses today. The levels of buzz help inform ongoing requirements. Listen Integrated Respond Strategy 3. RESPOND 4. EVALUATE This is the implementation phase based This phase addresses the evaluation of previous on an agreed action plan. phase and will include key buzz metrics and other MEC can play a coordinating role if required KPIs. This stage leads into Listening again and Evaluate and help set the evaluation framework. refining the strategy accordingly. Cross media activity should be undertaken to ensure an integrated approach. *MEC approach to reputation management
  • 18. Why we listen The benefits of paying attention Here are just a few: Identify and manage Improve products risks and services Evaluate campaigns Find new influencers
  • 19. Focus for today Why we listen How we listen What we need from providers
  • 20. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’
  • 21. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Good for finding indicative buzz but not very accurate or sophisticated
  • 22. How we listen Overview of tools Free online buzz search tools Fee-based online buzz monitoring / ‘listening platforms’ Much more professional and useful but still far from perfect
  • 23. How we listen How we listen: Professional listening platforms Key strength: Weaknesses: They help make sense of the data They are machines not human Provide sophisticated dashboards with X Automated sentiment is not always easy to use reporting capabilities accurate due to technology limitations Facilitate early detection of problematic X They do not capture everything that is issues which could negatively effect relevant although they get better with sales/share price training and they are subject to time delays Provide a good „temperature check‟ on X Assessing who is influential is hotly a wide range of issues and metrics contested with no consistent methodology Increasingly help manage engagement X We need to supplement tools with through response management tools and human analysts to properly vet and workflows classify the data
  • 24. How we listen Vendor screening and selection checklist Technology costs versus analyst costs?!
  • 25. How we listen Social media fits within a wider planning ecosystem What does it all mean?
  • 26. Focus for today Why we listen How we listen What we need from providers
  • 27. What we want from providers What we need from buzz monitoring providers? Transparency Clarity Coverage About the strengths but Relating to your offer What you can pick up also the limitations of and your plans and what you can‟t pick the tools up; don‟t just blind us This is what we do with big numbers now; this is what we will do later. Services Responsiveness Work with us to develop Training your offer based on our Workflows and data requirements. integration Work with us and the Vetting/classification industry to create agreed measurement standards.
  • 28. Thank you! Find me: ann.longley@mecglobal.com http://www.annlongley.net www.twitter.com/AnnMargaret