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  • 1. Berghs School of Communication
  • 2. ? Berghs School of Communication
  • 3. Portfolio brands listening to consumers through social media Berghs School of Communication
  • 4. Social Media Monitoring Areas Brand Perception Ambass. & Inuentials Follow-up Results Trends Berghs School of Communication
  • 5. ListenAnalyzeCommunicate Berghs School of Communication
  • 6. The Social Web Berghs School of Communication
  • 7. Blogs Social Networks Micro Blogs Sharing MediaLocation Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
  • 8. A lot has happened, very fast1999 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, andtoday the fastest growing CM/publishing platforms.2005 YouTube was created. No easy/effective way to share video footageonline before that. Every mintue 24 hours of lm is being uploaded.2006 the start of Facebook and Twitter. 750 resp. 24 million globalusers. Spends an average of 25 min per day on Facebook. 2007 the rst iPhone was released and 12 months ago the iPadwas released. The constantly onliners are increasing! Berghs School of Communication
  • 9. Next...2007-2011 Online proximity & availabilitythe beginning of a mini-revolution making our online presence even more attached to ourphysical presence- Fredrik Wass, DN Blog P Webben 5/1 2011 Berghs School of Communication
  • 10. Berghs School of Communication
  • 11. 1800s One to one1900s One to many2000s - Many to many Berghs School of Communication
  • 12. The consumption Social & SmartThe Blogosphere- Over 650 000 active bloggers- Approx. 3,7 million blog readers Social shopping - Facebook shopsTwitter -Viral elements-Approx. 80 000 Swedish members- Social value & News value Social gaming -Wordfeud, WoWFacebook - Real time platforms - 4,5 million Swedes on FB - Augm.reality, Near eld comm- High social value, ad-value Social marketingGoogle+ - 360 degrees IRL (online/ofine)- 25 million registered ww - viral/engaging marketing- Goliath vs Goliath Berghs School of Communication
  • 13. Facebook larger than traditional media Berghs School of Communication
  • 14. Explosive social growth online Berghs School of Communication
  • 15. Segments in the blogosphereInterior& Design Fashion & Beauty Literature & Culture Family Politics & Society Personal Env./ Sport climate Berghs School of Communication
  • 16. Some people conclude Youve 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
  • 17. On the other handSocial media enables a rather large glimpse into: whats happening? (twitter) whats on your mind? (facebook) where am I? (4sq, Gowalla, Places) what? (Quora) what Im watching (YouTube) whats in it for me? (LinkedIn) twitter.com/@briansolis Berghs School of Communication
  • 18. The BrandIts not what you say it is Its what they say it is Berghs School of Communication
  • 19. Berghs School of Communication
  • 20. Social media brand conversations Berghs School of Communication
  • 21. The Social Web Marketing Tree Berghs School of Communication
  • 22. 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
  • 23. The Blogosphere is our focus group and our research toolBrand / campaign platforms based on consumer insights Berghs School of Communication
  • 24. Case: Creating a new Brand PlatformTask: Consumer/brand research in Social Media Berghs School of Communication
  • 25. 1. Research Berghs School of Communication
  • 26. 1. Search and extract the brand conversation2. Identify the online presence (research) => blogosphere, facebook, twitter3. Identify target group => mo