buzz monitoring
DESCRIPTION
Presentation done by Simon Rogers of Market Sentinal on the 16th and 17th September for InBlackandWhite's "Social Media and Buzz Monitoring" Seminar. inblackandwhite.tvTRANSCRIPT
Actionable IntelligenceMonitoring, measuring, analysing
and managing reputation and brands
September 2009
• New Product Launch• Crisis Management• Reputation management – CSR/Company level• Campaign Management• Research Metrics
The ‘Client Needs’
Market Sentinel Tools, Techniques & Deliverables
• Influence Analysis on a topic, brand or market– In depth report & presentation– ‘Constellation chart of ‘Influencers’– Metrics on influence, popularity, connector factor, friends in common– Recommendations for ‘action’ – how, who, what, where and when
• Buzz Monitoring (LiveBuzz web-tool) & Reporting – Brand performance analysis (clients have access to the tool too)
• The topics: positive and negative• Sentiment tracking – this week, this month, the last 6 months• The volume of buzz – this week, this month, the last 6 months• Where the conversation is taking place• Main stream media, Forum, review sites and blogs.
– LiveBuzz access via web on your desktop– Reports in line with your management cycle or the severity of the issue– Recommendations for action
In summary the bones of a ‘Social media strategy’
Some Customers
Client Success Stories
H&R Block
‒ “Communicate through content”‒ Content customised for channels ‒ Demographics less important than psychographics “I just want my tax refund now”‒ 5% of digital spend‒ 0.5% of total ad spend‒ Own community website digits.hrblock.com,‒ SecondLife‒ YouTube (+ video syndication) ‒ Twitter, MySpace, Facebook, widgets‒ TaxTools, product information, ‘edutainment’‒ Assets created and reused ‒ Late changes to tax system – interest in tax news drove traffic to blog
‒ H & R Block grew awareness 52%‒ 11% growth in tax services business‒ Net income rose to $544m from $86m loss
Success Stories
Cadbury Wispa
– Cadbury were considering a microsite reviewing the option of bringing back the bar and canvassing opinion
– We established that there was already a huge and growing demand for the return of the Wispa
– Cadbury shunned a “marketing” approach, but brought the bar back – Then explained why …– 23 million bars sold in the initial launch and now >80 million – outselling all other
chocolate bars 2:1– Reintroduction now permanent. Marathon and Opal Fruits have launched copy
cat campaign– Revenues generated >£25m
Client Success Stories
Give your customers a reason to talk about you
Client Success Stories
• Some more ROI examples:
– Avis Europe – annual growth rose from 3% per annum to 12% per annum – overtook Hertz Europe
– Golf GTI Mk 6 – Sales Target exceeded -141% as at June 30th 2009– Intuit – Market analysis feeding into communities initiative – Sales doubled in yr 2– GSK – Cervarix & UK Government sponsored vaccination programme
Case Study
Challenge VW launched its new Golf MK6 GTI model in the worst economic environment in a century after
disappointed reviews for its Golf MK5 GTI model, and had to do so with a much lower marketing budget.
ObjectiveSpread positive Word Of Mouth about the new model to help generate sales and hit sales target
StrategyMarket Sentinel persuaded VW that they needed to develop additional channels of communication with the market or risk achieving the same poor sales results as the Mk5 launch. Market Sentinel techniques identified the best connected most influential commentators on the subject of Hot Hatch backs in blogs and forums advised VW how to approach them, and persuaded VW to treat them in the same way as motoring journalists. So the 16 most influential commentators on the topic were invited to the Track Day and the Launch.
ResultsSales of the GTi exceeded target by 41%. Market Sentinel tools monitored the result showing significant increases in share of voice and improved sentiment predicting the sales success. VW have adopted the approach as ‘standard’ and it will be used in all major campaigns.
Top 20 Influencers ‘ Hot HatchBacks’
Name Website Influence PopularitySeatCupra.net seatcupra.net 100 85.96Auto Express autoexpress.co.uk 91.72 68.42Autocar.co.uk autocar.co.uk 91.64 85.96MotorAuthority motorauthority.com 82.75 100VW Vortex forums.vwvortex.com 72.35 63.16VAGdrivers.net vagdrivers.net 70.39 43.86VW MK1 Owners Club vwgolfmk1.org.uk 62.98 63.16Dubforce.net dubforce.net 61.5 49.12VW Audi Forum vwaudiforum.co.uk 61.32 54.39R32OC r32oc.com 58.65 49.12Motor Trend motortrend.com 58.6 49.12VW Caddy Community vwcaddy.com 58.03 45.61Car Magazine carmagazine.co.uk 57.81 64.91tyresmoke tyresmoke.net 57.49 63.16Mazda mazda.com 57.02 42.11What Car? whatcar.com 56.77 57.89MSN Cars cars.uk.msn.com 54.91 49.12Volkswagen volkswagen.co.uk 54.7 36.84Parkers.co.uk parkers.co.uk 51.99 45.61VW MK2 Owners Club vwgolfmk2.co.uk 49.73 50.88
Graphs
Campaign success
Target Achieved
Video in each forum 1 more than 1
User-generated videos 5 17
Viewers of videos and threads 17,500 69,217
Posts 450 473
Sentiment increase 0.1 0.2
Before Event (10th May – 3rd June) After Event (4th June – 26th July)
Mentions per day 17 29
Sentiment + 0.5 + 0.7
ONE area where Barack Obama and his tech-savvy supporters might expect to lead the debate on health-care reform is online. Last year Mr Obama recruited legions of online champions in his campaign for the presidency. But his digital backers are proving to be less influential on this issue, according to a new study by Market Sentinel, a firm of British media analysts. It has tried to quantify which of dozens of American and British outlets have led the reform debate online, in particular on one question: whether a move towards a British-style National Health Service would be welcome. To do so the analysts measured how often websites (and other organisations and individuals) were cited and linked to by other websites. More citations and links, especially from websites themselves reckoned to be influential, means more influence. Similarly it tried to measure how pro- or anti-reform individual outlets have been, again using “citation analysis”. They portray an online debate that is as polarised online as it is in the real world, with the extremists on either side typically being more influential than the more moderate voices pushing
for change.
Client Stories – Obama loses the Health debate Onlinehttp://www.economist.com/daily/chartgallery/displayStory.cfm?story_id=14398685&source=features_box_main
Client Success Stories or not…
• Is it the advert or the product that people like?
