buzz numbers mumbrella presentation
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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 [email protected] Twitter: @nickhac Phone: +61.2.9360.0777