1 digital insights group + seer™ a strategic approach to social marketing 29 april 2009
TRANSCRIPT
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Digital Insights Group + SEER™ A strategic approach to social marketing
29 April 2009
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About VML
Social media approach
Digital Insights + SEER™• A toolset• A practice
Case studies
Q&A
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strategy
innovation
creativity
knowledge
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Ranked by Forrester among the top five
interactiveagencies worldwide
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VML Network Companies
We are here.
VML Network Companies
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Delivery service model
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The conversation prism
Source: theconversationprism.com
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The conversation quagmire
Source: tjcnyc.wordpress.com/
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Why should brands care?
Source: Forrester Research, Inc. and Intelliseek
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Our approach
Audience ProfileHow your audience currently engages in emerging forms of media. Locate opportunities for them to engage based on other behavior.
Business ObjectivesDefine ultimate business goals – and metrics of success.
Engagement StrategyDevelop comprehensive strategy for emerging media, based on insights from the audience profile that can roll across many different tactics within the space.
Content DevelopmentIdentify the key idea, based on strategy, that can become the foundation upon which the entire idea is built.
Application DevelopmentUnderstand the importance of being true to the idea while deploying it across multiple platforms.
MeasurementTrack results against the metrics identified as part of the business objectives to determine success and learn from every effort.
Plan
ning
Exec
ution
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Our toolset
SEER™ is a social monitoring & active listening tool that maps online audiences, identifies key influencers, locates important conversation, and reveals the sweet-spot of where key conversation and influence intersect.
VML’s Digital Insights Group (DIG) synthesizes SEER data to track brands and trends online, develop consumer insights, and create integrated
social engagement strategies that range from media and SEO recommendation to influencer engagement and community activation.
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Our team
Crawl-based
Insights and actionable recommendations
World’s largest feed aggregator
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SEER the tool - process
Map ecosystem around audience and topics Audience – proactive activity Topics – reactive activity
Locate conversation
Identify influencers
Isolate where conversation and influence intersect
Segment audience by areas of interest, type of site, brand affinity, and other psychographic factors
Deliver insights, and develop outreach strategy or other actionable recommendations
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SEER the tool - components
Focused crawler
Custom dictionaries and parsing
Web-based control panel & remote scheduling
Three-dimensional visualization tool
Client reporting dashboard
Crawls Latin-based and double-byte languages
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SEER the practice
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Emerging technology…emerging metrics
There is no silver bullet Lack of standardization A mix of quantitative and qualitative It varies
Example metrics that we have used Share of voice Quality, sentiment and depth of conversation Impact of social ecosystem connectedness Brand or product presence amongst influential, authoritative sites Authorship emotion and originality Dispersion of message or content, pass-longs, forwards Social bookmarking activity Average number of comments per post
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SEER client roster
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Case Studies
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Product launch Monitored online conversations about mobile
technologies
Identified influencers and recruited them to become part of Ambassador program for Sprint Power Vision launch
Nearly 400 Ambassadors and most have written about the experience positively
Includes sites like engadget and gizmodo
Results National media coverage for Sprint
4 million hits on Google for “Sprint Ambassador Program”
1.2 million subscribers signed up for service
Relationship-building, and product seeding
Case Study: Sprint – tapping into the influencers
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Locate untapped online media sources
SEER focus: Locate “Embedded Developer” discussions
Digital Insights/Finding : linuxworld.com
Action: Contacted site, and purchased media.
Result: That unit performed 3 times better than any other online ad unit based on click-throughs.
Detect product issues
SEER focus: Track World Cup campaign across Euro football sites
Digital Insights/Finding: Product issues with recently released football boot
Action: Notified marketing team – craft targeted response to the address issues, delivering overt care instructions at the source (i.e., pre-treat your boot).
Result: Negative conversation went away.
Case Studies: optimize (backend) based on social media insights
Blogger recruitment – reinvigorate corporate blog
SEER focus: Locate blogs about home fashion and interior décor.
Digital Insights/Finding: Identify appropriate influencers – not brand aversive and willing to shop for deals and discounts.
Action: Invited influential bloggers to write on their blog – both as guests and permanent authors.
Result: Traffic to HomeGoods spiked 38% in the first two weeks of new authorship, and grew to over 200% through December 2008
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Do
Listen before you leap Participate – there is risk in not participating Discuss risks Expect consumer feedback and accept criticism. Be prepared to respond to both. Target. Don’t spam. Be 100% transparent, clear and consistent Be in it for the long haul. Social media efforts are not campaigns. No start date, no launch,
no end date. Do approach the consumer as a person, a friend, a human being, who likely does not
appreciate being yelled at in their space Measure and optimize your efforts
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Don’t
Treat social engagement like a one-time launch. Be a cheerleader Drop the ball. Don’t spend time, energy and money to amass large groups of followers, only
to let them languish. Be self-centered – it’s not about you. It’s about making people look good, feel good, get
excited talking about you. Approach social engagement as “cheap” advertising, and blast information because it is
economical to do so.
