1. Who is saying what about your
brand right now?
March 2011

2. At Iiveinsights we’re actively listening.
We’re tuned into the customer conversations about your brand that
are happening online right now
We find the most important topics and trends and turn them into
relevant, true, real-time insights - those ‘1 things’ that give you
competitive advantage.*
Once you know what the ‘1 things’ are, you can join the conversation
and respond, in real time, to your customers’ emerging needs and
desires
Don’t you need to know what your customers
really want to talk to you about?
Who is saying what about your
brand right now?

3. Why invest in Social Media?
Social Media is an increasingly important channel on which brands need to have a
presence. In a recent survey *
– 91% of marketers indicated they were employing social media for marketing
purposes with at least 67% planning on increasing their use of blogs,
Facebook, video/YouTube, Twitter and LinkedIn
– the number-one advantage of social media marketing was identified as
generating exposure for the business, indicated by 85% of all marketers,
followed by increasing traffic (63%)
– a significant percentage of participants strongly agreed that overall marketing
costs dropped when social media marketing was implemented
*2010 Social Media Marketing Industry Report
“Just because your brand is famous world wide doesn’t
mean its famous on the world wide web”
Colin Shaw, Beyond Philosophy

4. Why invest in Social Media Research?
Gathering insight from social media communities is rapidly becoming a viable
alternative to focus groups and depth interviews
As social media analytics evolve and improve it’s becoming easier to get reliable,
relevant quantitative feedback too
It’s an effective way to collect spontaneous attitudes and opinions of consumers in
their own words & in their own time
You won’t miss something that’s important to customers which you hadn’t thought
about
Feedback is fast so you will know what the ‘key topics of conversation’ are very
soon after they have been raised
Traditional research focuses on the questions YOU want to ask
which may or may not be of interest or even relevant to your consumers.
Social media research turns that around to give you a different perspective.
We focus on what your customers are already talking about – because if
they are talking about it, it must be important

5. How to measure your Social Media Investment
Strategy
• What are your objectives – where do you want to go to?
• How do I measure success? What is the target?
Track
• Amount of Traffic and quality
• Key brand metrics linked to your Social Media strategy
• Costs of your campaign
ROI
• Benefits of Social Media Strategy (measured by key metrics –
Traffic and Brand)/Cost

6. WHY YOU NEED

7. The liveinsights Process
Search
• We search the web for references to your brand, cleaning the data as we go
Measur
e
• We record key metrics to measure the success of your Social Media Strategy
Who
• We identify who is talking about your brand – we build a picture of your key influencers
What
• We ‘listen’ to what they are saying – what excites them, what turns them off
How
• We analyse their ‘language ’ - the key words & phrases that ‘make sense’ to them
Where
• We catalogue the sites on which conversations are taking place
Engage
• Which gives you the tools and know-how to better understand and engage with your
customers through Social Media

8. We apply our language analysis expertise
to social media
As we move into an age where listening to customers is
becoming more important than asking questions, and
engaging in conversation is taking the place of market surveys,
knowing how to speak the customer’s language is becoming
more important than ever.
We know that customers will be much more
likely to engage with brands that they feel
are on their wavelength.

9. Tuning into consumer language
Structured Listening
• Listening within a framework that gives
shape and meaning to the wealth of data
available
• We use NLP techniques to identify
frequently occurring ‘language patterns’ in
online content.
• Unsolicited online content is ideal for
these techniques as they work best when
customers are speaking in their natural
conversational patterns rather than
responding to specific questions.
Joining the chat
We help you to:
• Build rapport with your customers on your
own social media platforms in a way that
gets messages across AND gives
customers the feeling that they are being
listened to and valued
• Spread the word further and gather and
make sense of unsolicited feedback from
open public communities

10. What we offer at

11. Monitoring Your Brand status* on the web
The Landscape Sweep
Who?
What are they saying?
How are they saying it?
What does it mean – the 1 things!
Brand X
And how do these align with your current strategy
* Or a one off “dip” to monitor an
event/issue
Ramp up the
distinctive advertising
to join in the customer
dialogue that’s already
happening out there
“Treat Food” is good
and worth celebrating
when it has taste and
nutritional credentials

12. Friends and
Followers
Brand X Brand Y
Facebook 4,597 2,039
Twitter 742 754
On going Monitoring
The Dashboard
Chart formats designed to client specification. We
can also do the same for your competitors to
provide a total market view
We look at
any sources
relevant to
the brand

13. And finally, a few potential applications
Quick dip to help frame a brief for traditional research
What are the hot topics currently, what do we need to know more
about?
Monitoring “The Buzz” during a product launch, PR crisis or
one-off event
Identifying language patterns to use in on and off-line
advertising
Getting a deeper understanding about how to engage with
your consumers before embarking on a social media
campaign
Monitoring what competitors (and their customers) are
talking about

14. Who we are at
Di Tunney has 25 + years experience in market
research and marketing, working with a diverse
range of organisations in different sectors. Di
worked for Unilever Allied Breweries and Thomas
Cook before setting up her own full service
market research agency in 1986.
Aware that research needs a fresh approach, Di
has become a specialist in leading edge
techniques that explain what is really driving
customer behaviour and experience.
Di is a Master Practitioner of NLP and is certified
in Language and Behaviour Profiling. People who
have worked with Di describe her as intuitive and
insightful with a keen focus on turning research
into action.
Rachel Francis has held a variety of roles in Business and
Strategic Planning, Sales Operations and Market
Research and has worked on both the client side at Mars
and RHM and agency side for Marketing Consultancy
OHAL and as a director at Solva Consultancy.
Rachel is tenacious, analytical, creative and has often
been called the “numbers queen”. She enjoys getting
stuck into the data and seeing the bigger picture in a
mountain of numbers to deliver quality business
intelligence . Oh and she has a strange fetish for
spreadsheets!
At Liveinsights Rachel is our metrics and dashboard
champion.
Jo Whitaker is a market research expert with 20
years experience. She has been the client and knows
how important it is for research to be not just
interesting but actionable too.
Jo has worked in research for Allied Domecq and
Mars before setting up Solva Consultancy with
Rachel Francis in 2005.
People who have worked with Jo have described her
as down-to-earth, bright and perceptive. She is
passionate about making sure that research findings
are succinct and useable.
Margaret Meyer is a development consultant and social
researcher. Her work includes strategic planning and
development, change facilitation, coaching, research,
and impact evaluation.
Margaret is a consultant Clean Language trainer and
facilitator and holds qualifications in NLP, hypnotherapy
and Gestalt. She is a therapeutic counsellor in private
practice and volunteers in Ealing with The Place2Be, a
charity providing emotional support to young
schoolchildren. People who have worked with Margaret
describe her as imaginative, perceptive and pragmatic.

15. Contact Details for
Di Tunney
Mobile: 07771 596392
Skype: ditunney
Email: di@liveinsights.com
Rachel Francis
Mobile: 07900 917434
Skype: rachelfrancis5400
Email: rachel@liveinsights.com
Jo Whitaker
Mobile: 07900 920836
Skype: jo_whitaker
Email: jo@liveinsights.com
Margaret Meyer
Mobile: 07977 506997
Skype: margaretmeyer1
Email: margaret@liveinsights.com
Website: www.liveinsights.com
Twitter: www.twitter.com/liveinsights
Blog: http://liveinsightsblog.blogspot.com