berghs 13 okt dig mgmt

Berghs School of Communication


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Portfolio – brands listening to consumers through social media


Brand Perception

Ambass. & Influentials

Follow-up Results

Trends

Social Media Monitoring Areas


Listen

Analyze

Communicate


The Social Web


The Social Web

Micro Blogs

Blogs Social Networks

Location Based Networking

Spreading Knowledge

Sharing links

Consumer rankings

Sharing Media


2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms.

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!

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.

2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded.


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

Next...


1800s – One to one

1900s – One to many

2000s - Many to many


The Blogosphere

-  Over 650 000 active bloggers

-  Approx. 3,7 million blog readers

Twitter

- Approx. 80 000 Swedish members

-  Social value & News value

Facebook

- 4,5 million Swedes on FB

-  High social value, ad-value

The consumption – Social & Smart

Google+

- 25 million registered ww

-  Goliath vs Goliath

Social shopping

-  Facebook shops

-  Viral elements

Social gaming

-  Wordfeud, WoW

-  Real time platforms

-  Augm.reality, Near field comm

Social marketing

-  360 degrees IRL (online/offline)

-  viral/engaging marketing


Facebook larger than traditional media


Explosive ”social” growth online


Personal

Politics & Society

Env./ climate

Interior & Design

Fashion & Beauty

Sport

Family

Literature & Culture

Segments in the blogosphere


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


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


”It’s not what you say it is

It’s what they say it is”

The Brand


Social media brand conversations


The Social Web Marketing

Tree


Before – more general values

Small focus groups

Gender

Age

Region

Income

Today – more personal values

Large focus group

What are they saying?

What are they feeling?

Who is loyal?

Larger brand insight


The Blogosphere is our focus group and our research tool

Brand / campaign platforms based on consumer insights


Case: Creating a new Brand Platform

Task: Consumer/brand research in Social Media


1. Research


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


General tone among target group


Where is the conversation taking place?

Business area focus


What products figure in the conversation?


Expressed feelings and associations


Today – more personal values

Large focus group

What are they saying?

What are they feeling?

Who is loyal?

Larger brand insight


2. Strategy


The Communication Donut


The Social Web Marketing

Tree


3. Conclusion


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


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?


Listening sources and tools


Monitor tools - charged


Monitor tools – free of charge


Understanding the information available to analyze

Group task for Tuesday!


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 13 okt dig mgmt

Education