How Trufflenet combines automated search and intelligent analysis to plan and evaluate marketing campaigns

1. AN INTRODUCTION…
“If I has asked what my
Henry Ford
customers wanted, they
would have said ‘a faster
horse’”.
Henry Ford

2. WHAT TRUFFLENET DOES
Uses both proprietary and best in class technologies to find and collect
opinion from the entire web
Overlays a multi-stage analysis process using analytical software, linguistic
understanding and human analyst teams to ‘root out’ what you need to
know
Delivers understanding and insight in a clear written report to address
your particular business needs
Trufflenet is a custom digital intelligence service which allows us to
undertake all projects, large or small

3. WHAT YOU WILL WANT TO KNOW
Do residents reveal
insights about behaviours
and opinions?
Can those comments Can they be cost- Will that analysis deliver
and conversations be effectively analysed? actionable insights?
found?

4. SOME OF OUR CLIENTS…

5. WITH UNIQUE STRENGTHS
Fast Cost-effective Natural
• No delays in recruiting • No sample fees • Listen to the unprompted,
panel • No incentive fees authentic voice of the
• Ask quick or urgent consumer
• No additional costs for
questions right away • Tap into consumers
low incidence activities
where they are, and learn
• Get responses quickly and niche audiences
from their natural
• Typically twice as fast • Focus group alternative – behaviours
as survey research with sample sizes in the
millions • Enables other strengths
such as speed and depth
• Makes it possible to track
quantity and sentiment of
conversations over time

6. WHAT TRUFFLENET IS FOR
Reputation Management
• Track key metrics over time to inform
communications planning and evaluation:
• Key announcements / issues
• Events
• Perceptions audit
Social marketing
• Perfect for one-off projects and deep-dives
• Understanding behaviours
• Segmenting audiences
• Capture subtleties in attitudes and tone of
voice

7. QUALITY OF ANALYSIS
CASE STUDIES
1. Reputation management
2. Social marketing
3. Realtime evaluation

8. TRACKING REACTION TO SENSITIVE ISSUES
TRUFFLENET TRACKER
How did the public reaction contrast
with media coverage?
• Trufflenet identified
• Which measures received the
most attention?
• Which measures received the
least attention?
• What influenced positive and
negative sentiment
5,000 comments
analysed in 5
hours
• We segmented the data according to
speculation, reaction and round-up
to understand
• What created most concern?
• Who influenced the debate?

9. OPPORTUNITIES FOR RESPONSIBLE DRINKING
TRUFFLENET TRACKER
To what extent could a brewer use
social media to promote responsible
drinking?
• Trufflenet analysed conversations
about drinking too much to
understand when and why the
conversations took place.
• Detailed sentiment analysis
identified tone of voice and language
variations.
150,000
conversations |
40
recommendations
• We identified unmet needs and
possibilities to create content that
appealed to the target audience.

10. REALTIME EVALUATION TRUFFLENET TRACKER
How can the film ‘Dreams of a Life’
reach new audiences?
• Trufflenet tracked conversations
about the film before its general
release.
• We identified unmet needs and
recommended actions to tailor the
marketing to audience expectations.
Revenue target
exceeded by
167%
• Analysis of audiences not engaging
in the film helped target messages at
key influencers
• Weekly reports and an evaluation
report showed the ROI to the film’s
backers.

11. CONTACT DETAILS
Matthew Cain
Trufflenet
53 Chandos Place
London
WC2N 4HS CONTACT DETAILS
T: +44 (0) 20 7812 6565
E: matthew.cain@trufflenet.com
W: trufflenet.com