buzz numbers mumbrella presentation

How to monitor your brand in the digital world

Nick Holmes à Courtnick.holmesacourt@buzznumbershq.com

Market Research

Media Monitoring

Brand Reputation

Search Engines

Online Reputation Monitoring

What percentage of your brand reputation is controlled by online conversations?

How much has that changed in the last 5 years?

How much will this change in the next 5 years?

People like people

People trust each other more than any other source

Opinion of a friend

Opinion of a stranger

Online Opinions

“Open social networks have disrupted the simple division between public broadcast media (TV, radio) and private communications media (telephones, faxes).

MySpace comments, twitter updates and a range of other social media interactions, while intended for a more intimate, immediate audience, reside in the public space and are viewable to all. “

Ben Phillips, Euro RSCG, AdNews April 2009

Here Comes Everybody…

“Open social networks have disrupted the simple division between public broadcast media (TV, radio) and private communications media (telephones, faxes).

MySpace comments, twitter updates and a range of other social media interactions, while intended for a more intimate, immediate audience, reside in the public space and are viewable to all. “

Ben Phillips, Euro RSCG, AdNews April 2009

Brand Communications 1.0◦ Marketing & Advertising◦ Corporate Communications ◦ Public Relations◦ Market Research◦ Customer Support

Brand Communications 2.0◦ The Permeable Enterprise

All Corporate Activities including Advertising, PR, Marketing, Digital and Events stimulate consumer conversations that end up in:◦ Search engines◦ News ◦ Blogs ◦ Social Media◦ Wikis◦ Forums◦ Groups◦ Podcasts◦ Video & Web TV

2.3 Million Australians have created a blog

1.6 Million Australians ongoingly update their blog since creating it

7.1 Million Australians read one or more blogs regularly

Source: January 2007 Nielsen Media National Readership Survey

84% of Australian internet users use Web 2.0 for sharing content such as photos, links and video

83% consume Consumer Generated Media content

39% of Australians create online content in the form of uploading video and music

Source: January 2007 Nielsen Media National Readership Survey

Communications have changed more in the last 5 years than the last 50 years

YouTube, FaceBook, iTunes, Twitter, Wikipedia…

Huge change in consumer media consumption habits

Even bigger change in consumer media creation…

Online Media Monitoring generates Intelligence◦ Campaign Effectiveness◦ Key Online Brand Influencers◦ Consumer sentiment trends◦ Competitor analysis

Intelligence empowers accurate decisions ◦ Strategy ◦ Public Relations ◦ Marketing & Advertising

“Social Media Data can be collected and used for product development, customer feedback, loyalty management, customer segmentation, campaign targeting, and individual or group customer satisfaction management.”

“This wealth of data can be used for marketing, in particular, as well as an within the entire customer-focused organization.”

Enterprise use of Social Networking, Gartner Symposium/ItExpo, October 12, 2008http://www.gartner.com/it/page.jsp?id=770914

Marketing Departments

PR / Communications

Customer Support

Product Managers

Strategy / Insights / Research

Customer Support Public Relations Crisis Management Marketing Effectiveness Strategy & Insights Customer Relationships

Take a tiered approach to social media monitoring

Listen

Learn

Engage

Your Brands & Trademarks

Your People

Your Campaigns

Competitors

Industry Issues

Search Engines News Blogs Social Media Podcasts Video Forums

RSS Readers & Search Subscriptions

Google Alerts

Commercial Social Media Monitoring Solutions◦ BuzzNumbers◦ Nielsen BuzzMetrics◦ Radian6◦ TrackUR

Know your market Signal vs. Noise Advanced Search Keyphrases◦ 1. “Milk Honey”◦ 2. Milk+Honey

Boolean Searches ◦ 3. Milk OR Honey◦ 4. Bread AND Milk OR Honey

Negative Searches ◦ 5. Milk -Honey

Understanding Influence & Prominence

Volume of Discussions

Activity in different channels

Discussions in different countries

Each Mention online has Influence

Google PageRank

Alexa Rank

Backlinks

ReTweets (BackTweets)

Identify Your Audience

Define Success Measurements

Plan a strategy that includes all Stakeholders

Be Transparent

Recognise – Its not about you!

Research (Monitoring)

Where is your audience?

What audiences matter?

Industry news/blogs can be noisy

Be prepared to divide people

Different from SEO and PPC

Measuring Engagement◦ Comments◦ ReTweets◦ Blog Posts◦ Traffic to Website◦ Friends/Followers◦ Links◦ Equivalent advertising value

Like any corporate initiative

Internal and External Stakeholders

Corporate Departments◦ Marketing◦ Market Research◦ Customer Support◦ IT◦ Communications◦ Finance

Why are you here?

Individuals need to disclose

Pretending to be a satisfied customer = PR risk

Build Trust

Admit your failures

Marketing in the past has been ego driven

Add Value

Build Long Term Relationships

“God gave us 2 ears and 1 mouth for a reason”

Is there pent up anger at your company?

“A 50-year-old lock design was rendered useless last week when a brief post to an internet forum revealed the lock can be popped open with a cheap plastic pen.” Wired Magazine, 2004

YouTube - 1 Million Views in first 24 Hours

Covered in more than 5,000 Blogs

10,000+ Facebook Comments/Updates

2,000+ Twitter Updates

100+ TV News Channels Coverage

YouTube Video of Disgracefully untidy store Posted 4th April 2009

Within 7 days it was Front Page News

3 Days later was on Today Tonight

3 Days later was on Today Tonight

If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours

◦ Contacted the video owner

◦ Proactively tidy any mess

◦ Engaged their existing Crisis Comms strategy

◦ Actually Fix the Problem

If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours

◦ Contacted the video owner

◦ Proactively tidy any mess

◦ Engaged their existing Crisis Comms strategy

◦ Actually Fix the Problem

If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours

◦ Contacted the video owner

◦ Proactively tidy any mess

◦ Engaged their existing Crisis Comms strategy

◦ Actually Fix the Problem

People are already talking about your brands

This will only increase

Multiple commercial benefits

Reduces Corporate Risk

Low barrier to entry

Visit the website at www.BuzzNumbersHQ.com Email nick@BuzzNumbersHQ.com Twitter: @nickhac Phone: +61.2.9360.0777