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Berghs School of Communication
? Berghs School of Communication
Portfolio – brands listening to consumers through social media Berghs School of Communication
Social Media Monitoring Areas Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
Listen Analyze Communicate Berghs School of Communication
The Social Web Berghs School of Communication
Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/ regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
Next... 2007-2011 Online proximity & availability ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
Berghs School of Communication
1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
The consumption – Social & Smart The Blogosphere -  Over 650 000 active bloggers -  Approx. 3,7 million blog readers Social shopping -  Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members -  Social value & News value Social gaming - Wordfeud, WoW Facebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm -  High social value, ad-value Social marketing Google+ -  360 degrees IRL (online/offline) - 25 million registered ww -  viral/engaging marketing -  Goliath vs Goliath Berghs School of Communication
Facebook larger than traditional media Berghs School of Communication
Explosive ”social” growth online Berghs School of Communication
Segments in the blogosphere Interior & Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
Some people conclude “You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)” 20/1 2011 Berghs School of Communication
On the other hand Social media enables a rather large glimpse into: what’s happening? (twitter) what’s on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what I’m watching (YouTube) what’s in it for me? (LinkedIn) – twitter.com/@briansolis Berghs School of Communication
The Brand ”It’s not what you say it is It’s what they say it is” Berghs School of Communication
Berghs School of Communication
Social media brand conversations Berghs School of Communication
The Social Web Marketing Tree Berghs School of Communication
Before – more general values Today – more personal values Small focus groups Large focus group Gender What are they saying? Age What are they feeling? Region Who is loyal? Income Larger brand insight Berghs School of Communication
The Blogosphere is our focus group and our research tool Brand / campaign platforms based on consumer insights Berghs School of Communication
Case: Creating a new Brand Platform Task: Consumer/brand research in Social Media Berghs School of Communication
1. Research Berghs School of Communication
1. Search and extract the brand conversation 2. Identify the online presence (research) => blogosphere, facebook, twitter 3. Identify target group => mothers, urban and country, age 20-35 4. Analyze the conversation => Parameters and analytical values 5. Interpret the results =>brand presence, associations, feelings, conclusions Berghs School of Communication
General tone among target group Berghs School of Communication
Where is the conversation taking place? Business area focus Berghs School of Communication
What products figure in the conversation? Berghs School of Communication
Expressed feelings and associations Berghs School of Communication
Today – more personal values Large focus group What are they saying? What are they feeling? Who is loyal? Larger brand insight Berghs School of Communication
2. Strategy Berghs School of Communication
The Communication Donut Berghs School of Communication
The Social Web Marketing Tree Berghs School of Communication
3. Conclusion Berghs School of Communication
Social Media analysis enables… A closer look at consumers feedback and online behaviour Reversed and larger focus group –> asking questions retrospectively Communicating in the right channel at the right time Communicating a more accurate message More accurate and less presumptive campaign briefs Berghs School of Communication
Coffee break – for discussion Differences listening offline/online? Market research vs. Social Media monitor New possibilities online? Come across a good example of a company that has listened? Where are the consumers talking? Berghs School of Communication
Listening sources and tools Berghs School of Communication
Monitor tools - charged Berghs School of Communication
Monitor tools – free of charge Berghs School of Communication
Understanding the information available to analyze Group task for Tuesday! Berghs School of Communication
Qualitative case: Landet brunsås How many blog posts published last month? Information shown about the blogging target group? What measures of exposure are shown? What measures of exposure are not shown? Pick out a selection of these blog posts and listen? What do you hear? Tendencies, subjects, feelings, brand associations? = One page report on results! Recommended sources to use: Twingly.com Presentation/discussion Tuesday morning! Berghs School of Communication
Berghs School of Communication
Berghs 13 okt dig mgmt

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Berghs 13 okt dig mgmt

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  • 2. Berghs School of Communication
  • 3. ? Berghs School of Communication
  • 4. Portfolio – brands listening to consumers through social media Berghs School of Communication
  • 5. Social Media Monitoring Areas Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
  • 6. Listen Analyze Communicate Berghs School of Communication
  • 7. The Social Web Berghs School of Communication
  • 8. Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
  • 9. A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/ regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
  • 10. Next... 2007-2011 Online proximity & availability ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
  • 11. Berghs School of Communication
  • 12. 1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
  • 13. The consumption – Social & Smart The Blogosphere -  Over 650 000 active bloggers -  Approx. 3,7 million blog readers Social shopping -  Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members -  Social value & News value Social gaming - Wordfeud, WoW Facebook -  Real time platforms - 4,5 million Swedes on FB -  Augm.reality, Near field comm -  High social value, ad-value Social marketing Google+ -  360 degrees IRL (online/offline) - 25 million registered ww -  viral/engaging marketing -  Goliath vs Goliath Berghs School of Communication
  • 14. Facebook larger than traditional media Berghs School of Communication
  • 15. Explosive ”social” growth online Berghs School of Communication
  • 16. Segments in the blogosphere Interior & Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
  • 17. Some people conclude “You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)” 20/1 2011 Berghs School of Communication
  • 18. On the other hand Social media enables a rather large glimpse into: what’s happening? (twitter) what’s on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what I’m watching (YouTube) what’s in it for me? (LinkedIn) – twitter.com/@briansolis Berghs School of Communication
  • 19. The Brand ”It’s not what you say it is It’s what they say it is” Berghs School of Communication
  • 20. Berghs School of Communication
  • 21. Social media brand conversations Berghs School of Communication
  • 22. The Social Web Marketing Tree Berghs School of Communication
  • 23. Before – more general values Today – more personal values Small focus groups Large focus group Gender What are they saying? Age What are they feeling? Region Who is loyal? Income Larger brand insight Berghs School of Communication
  • 24. The Blogosphere is our focus group and our research tool Brand / campaign platforms based on consumer insights Berghs School of Communication
  • 25. Case: Creating a new Brand Platform Task: Consumer/brand research in Social Media Berghs School of Communication
  • 26. 1. Research Berghs School of Communication
  • 27. 1. Search and extract the brand conversation 2. Identify the online presence (research) => blogosphere, facebook, twitter 3. Identify target group => mothers, urban and country, age 20-35 4. Analyze the conversation => Parameters and analytical values 5. Interpret the results =>brand presence, associations, feelings, conclusions Berghs School of Communication
  • 28. General tone among target group Berghs School of Communication
  • 29. Where is the conversation taking place? Business area focus Berghs School of Communication
  • 30. What products figure in the conversation? Berghs School of Communication
  • 31. Expressed feelings and associations Berghs School of Communication
  • 32. Today – more personal values Large focus group What are they saying? What are they feeling? Who is loyal? Larger brand insight Berghs School of Communication
  • 33. 2. Strategy Berghs School of Communication
  • 34. The Communication Donut Berghs School of Communication
  • 35. The Social Web Marketing Tree Berghs School of Communication
  • 36. 3. Conclusion Berghs School of Communication
  • 37. Social Media analysis enables… A closer look at consumers feedback and online behaviour Reversed and larger focus group –> asking questions retrospectively Communicating in the right channel at the right time Communicating a more accurate message More accurate and less presumptive campaign briefs Berghs School of Communication
  • 38. Coffee break – for discussion Differences listening offline/online? Market research vs. Social Media monitor New possibilities online? Come across a good example of a company that has listened? Where are the consumers talking? Berghs School of Communication
  • 39.
  • 40. Listening sources and tools Berghs School of Communication
  • 41. Monitor tools - charged Berghs School of Communication
  • 42. Monitor tools – free of charge Berghs School of Communication
  • 43. Understanding the information available to analyze Group task for Tuesday! Berghs School of Communication
  • 44. Qualitative case: Landet brunsås How many blog posts published last month? Information shown about the blogging target group? What measures of exposure are shown? What measures of exposure are not shown? Pick out a selection of these blog posts and listen? What do you hear? Tendencies, subjects, feelings, brand associations? = One page report on results! Recommended sources to use: Twingly.com Presentation/discussion Tuesday morning! Berghs School of Communication
  • 45. Berghs School of Communication