the pulse - start planning for the real world

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SUCCESSFUL CAMPAIGNS ARE A MIX OF

Talkability and

likeability

Relevance for

consumers

Clear differentiation

Consistency through all channels

Consumer engagement

GETTING THERE REQUIRES NEW WAYS OF WORKING Vincent Van Dessel - CEO McCann Brussels

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PEOPLE HAVE NEVER BEFORE REVEALED SO MUCH

WITHOUT BEING ASKED

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A GREAT OPPORTUNITY TO START PLANNING CAMPAIGNS

FOR THE REAL WORLD

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“Sparkling insights that lead us to a strong creative idea are seldomly found in vast

research reports or powerpoint presentations. We mostly find them in consumer quotes or

observations. Traditional research often fails to deliver triggers for great campaigns”

Benoit Hilson & Olivier Roland - Creative directors McCann Brussels

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PLANNING FOR THE REAL WORLD

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THE P

ULSE

Where do we want to be?

How willl we get there

and how will we know we succeeded

Where are we now?

How did we get there

Consistency from insight & strategy to implementation. Within the Pulse we apply an online research methodology at every stage of the process, generating complementary insights for understanding the market, the category and the consumer. It allows us to determine the problems the brand is facing, and how communications might be best deployed and (later) evaluated, to meet the brief and measure the result.

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THE PULSE AN INTEGRATED APPROACH

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BU

ILDIN

G B

LOCK

S

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“Every day, hundreds, thousands of conversations are happening about your brand. Engaging with consumers starts with listening.

That is knowing who they are, what they say and what moves them.”

Paul Baeyaert – Chief Executive Officer Belgium,

Chairman Consumer Practice EMEA – WEBER SHANDWICK

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Listen

Social Listening

Crisis monitoring

Plan

Digital/Social media strategy development

Coaching and workshops

Organise processes and

digital guidelines

Crisis preparedness

Engage

Digital campaign development and implementation

Content creation

Community management

Crisis management

DIGITAL AND SOCIAL MEDIA SERVICES OFFERED BY WEBER SHANDWICK

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October– December 2012

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CONVERSATION VOLUME

The line graph above shows a the trend of total conversations from April 11 through April 18 across 5 of the 6 selected markets The volume of conversations online gradually fell from the 11th to no conversations on the topic at all on the 15th of April. However, conversations sharply picked up from the 16th of April through the 18th with a bit of fluctuation towards the end of the monitoring period.

Conversation trend line by category

0

50

11-…

12-…

13-…

14-…

15-…

16-…

17-…

18…

Total Conversations

THEME The most used keywords in association with *Brand* continue to be acquisition/merger (buys) but leaned also towards employees. The news was mostly on the impact of the acquisition on employees The bar chart above shows the number of conversations containing the select keywords. Some of the conversations had more than one keyword and is accounted for in the graph above.

The data showed that the most common word (s) was “acquisition/merger”, followed by employees. The news under various categories reflected conversations around the fears of unemployment among *Brand* workers

0 50 100

Acquisition/Merger

Jobs

Labor unions

Employees

Various

N/A

53%

13% 0%

19%

14% 1%

Proportion of Keyword Mentions

Acquisition/Merger

Jobs

Labor unions

Employees

Various

N/A

The chart above represents the share of conversation sentiment by social media channels. This monitoring period, news sites and some twitter handles of key publications, accounted for 49% of the conversations in social media. Majority of the conversations on twitter and blogs were generated from online portals of news sites. There were no negative conversations in this monitoring period.

49%

27%

23% 1%

Media Channel Breakdown

News Blogs Social Forums

0 20 40 60

News

Blogs

Social

Forums

Blog, 28 Social, 21

News, 49

Forums, 1 Social, 2 News, 1 0

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20

30

40

50

60

Blog Social News Forums

CHANNEL BREAKDOWN SENTIMENT ANALYSIS

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CONVERSATION CLOUD

USER ANALYSIS: ONLINE INFLUENCERS

** Potential Reach If a user has 500 followers, a tweet by that user has a potential reach of 500. If a user with 100 followers tweets 4 times, this will count as a total potential reach of 400. This metric is an estimation of the influence of a certain user **Most popular tweets: The top Twitter, Facebook, a.o. users whose posts about this topic have been retweeted (shared) or liked the most by others. **Most Interactions: The top Twitter, Facebook, a.o. users that have been mentioned or commented on the most by others in posts about this topic. **Top Posters: The top users ranked according to how much they post about this topic.

Top Users by Potential Reach

Most Popular Most Interactions

Top Posters

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WHY MARKET RESEARCH? Get Insights

Validate & Finetune Evaluate Engage

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“Online listening, research and consumer conversations offer new opportunities for gathering insights. But the way

we validate and quantify those insights is key.

The quote of a lost soul on Twitter with hardly any followers must be evaluated in terms of its relevance for

peers and consumers.

Successful campaigns need a significant resonance, be consistent with brand values, be talkable and likeable. At

any moment in the flow we can assist with The Pulse.“

TAMARA VANSPAUWEN - Market Research Responsible – futures

Complete online research with quantitative data

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130.000 Belgians

1000 respondents per e-mail

Opinion

HOW ?

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Via online market-research :

HO

W ?

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I-COMMUNITIES

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ADVERTISERS ARE LOOKING FOR TRANSPARANCY AND FREEDOM

IN A AGENCY RELATION From cherrypicking to one-stop shopping

Transparant Pricing

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SUMMARIZED

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Unique insights from the real world – not from Lab situations, but from real behavior

Validated by traditional research – For risk reduction on decision / quantifying and validating

Multi disciplinary account management – calling upon experts when needed

THE PULSE - SUMMARIZED

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With an integrated approach for going to Market –

Research and Operational execution of findings in one

company

Operational execution based on boosting talkability of

campaigns (engineering conversational

capital is our goal)

With a clear and transparant pricing for each package of

the value proposition

Freedom of choice : From cherry picking to one-stop

shopping

THE PULSE - SUMMARIZED

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