New Media Attentio Professional Buzz Monitoring (Tin180 Com)
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New Media Attentio Professional Buzz Monitoring (Tin180 Com)
- 4. What…
- 8. The PR experts… Colin Farrington, Director General of CIPR, The Chartered Institute of Public Relations “ CGM is coming on strong” “ All media is social” “ Traditional messaging systems have declined in value”
- 9. Why…
- 10. Review sites, forums, blogs In other words… Social Media Buzz is in the search engines (we all use them)
- 11. Tight communities around topics Relationship Map of a Sample Tight Knit Community’s Top Posters
- 12. Finding new and emerging trends “ Brand monitoring can help you understand hidden consumer needs and detect early changes to consumer behaviour. Use gained consumer insight to adapt your marketing messages. Feed new knowledge to future product and service design to stay competitive.” The chart shows topic profiles in relation to Samsung’s flash memory chips. MP3, mobile and music or the most discussed topics in blogs.
- 14. Measuring marketing and PR effectiveness “ Samsung’s MP3 music players and specifically the SGH-X830 music mobile phone caused great interest among bloggers due to a new stylish design.” “ To improve the effectiveness of marketing, companies should understand how PR and ad messages are picked up by the consumers. The success of a new product launch can be facilitated by closely listening in on conversations in social media before, during, and after launch activities.”
- 16. Cases
- 17. When you want the buzz to be low…
- 18. Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Monitoring Social Media LG customer care issues
- 19. September 2008 Source: Dutch social media (blogs and forums), articles from March to August 2007, N=8377. Size of the bubbles reflects their visibility (number of articles). Brand maps – Nokia and GPS (2007)
- 20. Final thoughts
Notes de l'éditeur
- 66% of companies that state that Social Media is very important or somewhat important for their company. Source: University of Massachusetts Dorsmouth 50% UK and US executives planning to buy a produce or service based on word of mouth. Source: Keller Fay 93% of consumers identify WOM as the best, most reliable source of information about ideas, and information on products and services. Up 26 pts versus 25 years ago. Source NOP World.
- Marketing is changing from traditional advertising and media buying to word-of-mouth/viral marketing with brand monitoring (Source: Forrester) - Examples: Fortune magazine recommends brand monitoring to small and medium companies http://money.cnn.com/2008/01/24/smbusiness/online_reputation_sidebar.fsb/
- Objective of this presentation is to show the relevance of Social Media within Automotive industry… so I will start with showing you what people encounter when they search for information on cars on the internet… Key point: even if you dont choose to go specifically to this kind of site, chances are you’ll be directed towards peer to peer platforms
- Important to identify who is influencing the discussion - In mobile discussion we observe that TIGHT communities are created – these are groups of people that participate regularly in the discussion Graphic Each node represents number of conversations by one poster (node size related to conversations volume) *Each line represents relationship between posters defined by replied to conversations for each respective poster (line thickness related to number of conversations) .
- Brand Dashboard market applications New product launches Marketing & PR campaign effectiveness Word Of Mouth marketing Brand value maintenance Competitive intelligence Consumer insights & trends Brand reputation & crisis management