Social media monitoring can help you get a handle on what people are saying about your brand and issues before you jump in and once you're swimming around. This is important for all industries, not just finance. Andrew gave this presentation to the 'Social Media in Building Societies' conference at the Wellcome Collection.

1. Andrew Needham
Founding Partner Face
Finance Industry’s Ticking Time Bomb

2. consumer landscape
is changing fast

3. new business models

4. new and constant communication

5. emerging behaviours and trends
openness,
fairness & trust
streamlining
peer to peer
financial advice
structuring

6. money is more than just a measurement unit

7. how to stay ahead of your consumers?

8. doing things WITH not AT
open exploration use the open web to harvest insights
or ideas from a large number of
THE WEB
people on the web
crowd-sourcing tap into communities of
CONSUMER consumers to refine and develop
COMMUNITIES insights and ideas
co-creation work with the most creative and
passionate consumers (the 1%ers),
CREATIVE
to develop finely honed ideas
CONSUMERS
get the community to select the best
validation ideas for launch, and find ways to
improve them
intimate CONSUMER COMMUNITIES
seamless process experts pulse in and out insights and ideas are captured throughout

9. the web as...
mirror projector construction
from ‘Solipsistic Branding’ | Lawes Consulting | 2007

10. ...now add ‘social data’
identity - who I am
contacts - who I know
activities - what I like

11. continuous conversations, rather than
Q&A or one-off discussions

12. a window into
naturally occurring
behaviors
far less obtrusive
re-introduces social
context

13. a real-time stream of data

14. but there are still some open challenges:
demographics geography
spam
sentiment sources

15. what is Pulsar?
social media monitoring analysis and strategic
and analysis software consultancy from Face

16. what can it do for you?
audit
tracker…
CRM

17. how does it work?
3
1
Analytics
Software analytics
Web crawler tools and human
searches for specific analysts process the
key-phrases in a data
methodical, automated
manner
4
Online DB
relevant pages Dashboard
stored in an online
live interactive
database
dashboard generates
real-time data
visualization and
2 customized reports

18. business intelligence:!
See what is being said about your products and brands and
What identify the major themes and issues.
See, compare and contrast buzz generated over time,
When identify peaks of activity against actions and events
Where did these conversations happen? See which are the
Where key online venues for these conversations and where around
the world they are taking place
Who Who is shaping the debate and who are the key
influencers?
Discover why conversations are happening. See whether
Why what's talked about is positive, negative or neutral, and
determine the impact on your business.

19. from barclays bikes to boris bikes

20. commissioned by Partnership to
get a deeper understanding of
their customers, purchase journey
and brand perception
findings taken into online
community to start
developing positioning &
comms with consumers
started with a topic audit
to understand types of
conversations taking
place around long term
care
completed online
analysis with a brand
audit on Partnership
and other key players
within the long term identified hubs of
care space conversations and used
story tracker to identify
information journey

21. Face have been engaged by O2 to
monitor all social media activity
around the brand in the UK and
the scope and reach of provide ongoing strategic advise
Pulsar is being defined on a
weekly basis as the
information is being shared
within O2
the scope of the project
covers audits on the
brand & topics, tracking
on the brand & specific
campaigns and CRM
Pulsar is feeding into
insight, innovation, brand,
PR and customer care
within O2 Pulsar is tracking
approximately 1.5 million
mentions a week with Face
providing analysis and
strategic implications

22. develop a number of compelling
themes which makes a fresh
fragrance resonate with guys in a
new way
in only 6 weeks the final
concept was co-created Face held a co-creation in
and after successful New York for 2 days with
testing the new variant 16 US, LATAM and English
‘Lynx Twist’ was consumers to co-create
launched at the end of lots of ideas
2009
the ideas were taken to online
groups in Philipines, UK,
Argentina and US to optimize
the top ideas from the co-
creation