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WORK SESSION:What Makes Great Social – choose one example 1. Work in teams 2. Discussion points: – What was the STORY – was it a good one? – Were people able to SHOW their involvement? – What was NEW about the campaign? – Was there RISK involved – if so how? – What could they have done BETTER? 3. Report back 31
Building blocks of a strategy:Listening & Eminence
Why listen? 1. Social media platforms facilitate real time dialogue between real people. 2. Smart businesses around the world are employing “active listening” as a way to keep their finger on the pulse of this conversation, and harness consumer insights. 3. Listening to social media discussions is the first step to any social media campaign – it can inform everything from communications strategies, to product development. 33
Social listening can… Provide marcom insight Identify influencers and key stakeholders Product and service insight Rapid response Assist with digital crisis management Track campaign success Identify new business opportunities Optimise paid media / search 35
Part of the PlanningProcess 1 1 1 2 1 1 5 0 1 3 4 5 1 1 1 1 Social 1 1 Objectives Listen Plan Amplify Manage Experience Business Ambition Primary Research Insights Tactics Integration Measurement The client’s business Primary research is Insights combine our research with our social The Social Social media Conversation Impact ambition is the conducted through a media experience and our understanding of Experience is your programs are most is 360 DI’s reason we have the Listening Post or the client to produce a new or previously big, creative, tactical successful when they measurement brief. It’s the manual research. unknown idea. idea. are integrated with approach. overarching business other campaign challenge that the It provides an An insight is NOT a research finding! A Synthesize your initiatives like A measurement plan desired campaign unfiltered look at research finding is “what it is” and an insight is objectives, research, advertising, digital is mandatory for will fulfill. raw conversation “what it means” to our client and the brief. insights and strategy and PR. every program and happening in social You can’t Google an insight, or find it in into a DO Brief should be done in In Fusion, this is the media. Radian6. before your Scale collaboration with center of the brainstorm to kick clients, tying back to Business Ambition Our insights can feed into a Fusion off creativity Social programs the Business Star Secondary Communications Blue Print don’t “go viral” – ambition and Research The Social they need an Communication Experience must amplification plan to Goals Communication Secondary research deliver explicitly add scale. For Client Goals is analyzed data against the example, Facebook Client Checkpoint organized into a Communication Goal. media buys, events Checkpoint The communication report by a or CRM tie ins. goal is the renowned third party Strategy Client Client measurable like Forrester or Checkpoint Checkpoint assignment given to eMarketer. A strategy is not WHAT you’re going to do—it’s Optimization social media or HOW you’re going to do it. A well developed communications. When examined strategy is a filter for all tactical ideas. Determining a specifically for an regular reporting This is the key audience or trend it Strategies are borne from research and cycle with the client objective against provides an insights—the dots should connect. helps to demonstrate which our program actionable insight efficacy of our work must deliver. based on social A social strategy should explicitly leverage and create an behavior and cultural influencers, social grassroots communities opportunity to trends. and/or content. present strategic improvements to the campaign. Client Checkpoint 37
Step 2: Determine Conversation CriteriaConcept Conversation CriteriaNestlé Infant Nutrition Nestlé +infant oatmeal Gerber + cereal Nestlé baby Gerber + graduates Gerber + yogurt Nestlé + infant cereal Gerber + formula Nestlé newborn Gerber + newborn Gerber Good Start Nestlé infant Gerber + infant Nestlé + infant nutrition Nestlé + Good Start Gerber + oatmeal Gerber + baby food Gerber + 1st foods Gerber + 2nd foods Gerber goodstart Gerber + baby Nestlé goodstart Nestlé + baby formula Nestlé + baby food Gerber + jarred food Nestlé formula Gerber + jars Gerber + cereals Nestlé + infant formula NOT weekly ad NOT weekly adsSimilac Similac NOT weekly adEnfamil Enfamil NOT weekly adEarth’s Best Earth’s Best + cereals Earths Best + teething Earth’s Best + jarred foods Earths Best + baby food Earth’s Best + 1st foods Earths Best + oatmeal Earth’s Best + teething Earths Best + formula Earth’s Best + baby food Earths Best + 2nd foods Earth’s Best + oatmeal Earths Best + 3rd foods Earth’s Best + formula Earths Best + jars Earth’s Best + 2nd foods NOT sesame street Earth’s Best + 3rd foods NOT mommy bars Earth’s Best + jars NOT frozen Earths Best + cereals NOT weekly ad Earths Best + jarred foods NOT best tots Earths Best + 1st foods 39
Step 3: ChooseTechnologyListening “Powered By”…•Radian6: This is our fastest , keyword-driven platform that collects social Webmentions across multiple global markets. Ideal for benchmarking measurement,informing strategy and rapid response to consumer generated media•Crimson Hexagon: Our CH-based platform is great for following and reportingsentiment and opinion. It is one of the few platforms on the market that canprovide superior automated opinion reporting. Ideal for benchmarkingmeasurement and informing strategy•Visible Technologies: A more comprehensive solution to enterprise-level cgmmonitoring and response, our VT-based solution is great for operationalizinglarge organizations to engage with bloggers on a daily basis. Ideal for informingstrategy and rapid response to consumer generated media at a large scale 40
How to cut throughthe noise• Research – Online – Across the business – With your agency/ies• Test• Monitor• Refine• Ensure you determine the outcomes you want to achieve through listening 44
WORK SESSION:How to identify insights 1. Look at the following examples 2. When reviewing, determine whether these statements are insights which will help drive future strategy and action 3. Answer ‘Yes’ or ‘No’ 4. Discuss results 45
WORK SESSION:Developing a social media policy 1. Consider the SENSIS example and previous materials 2. List five key things you would include in your social media policy and detail why 3. Discuss results with the group 66