insead mba class d12 - examples
TRANSCRIPT
We make sense out of media
N
Online News
Blog
Twi3er
Video
TV
Images
Forum
Examples Social Media By Lutz Finger
INSEAD MBA D12 28th May 2012
Which feature to choose?
● Our client thought about 3 different features to implement. Which one should they choose?
● RESULT: Ease of use is clearly the favorite in the public discussion – but Security was highly important in Japan.
Understand your Media Impact!
● Which brand has managed to create the most media impact?
● Which brand uses which media type to create impact?
● RESULT: Samsung is the leader in terms of message spread (due to a new product) and RIM should focus more on social media such as facebook, UG1-‐videos or UG1 images.
1 UG = user generated
On what topic to focus?
0 20 40 60 80 100 120 140
Employment
Elec_ons
Race issues
Iraq
"First class"
Financial reforms
Healthcare
A candidate for the Singapore ElecFon (incl. SenFment)
Posi_ve Neutral Nega_ve
● Which topics need to be addressed by the brand? Who should one talk to?
● RESULT: this candidate was mainly seen in conjunc_on with “healthcare” discussions but not associated with “financial reforms”. Fisheye can suggest who he should talk to to spread the word.
0%
10%
20%
30%
40%
50%
60%
70%
80%
0 5 10 15 20 25 30 35
R2 = 0.949
Sales & Social Media AcFvity
Apple has tradi_onal a strong social media presence.
Acer saw an increase of 67% in their sales month on month
% Sales Share
Dell HP
Lenovo
Asus Medion Social Media Impact in ‘000 on media coverage
● Does social media ac_vity or does the spread of your brand in the news (via SMI) help you to predict sales?
● Our client measures Sales vs. the spread of media ac_vity. Also he measures the EMV (editorial marke_ng value) of his involvement.
● RESULT: The client can be3er control the value of his media ac_ons.
Stock Price and Social Media
● Does the public percep_on impact your share price?
● RESULT: There is a correla_on between BP’s share price and the net sen_ment score1 on BP.
1 Net sen_ment score = # of pos.
men_ons vs. # of nega_ve men_ons
Know who to reach? ● Who complains about
your service? ● RESULT: our client can
reach out to help them. Moreover he has a metric to decide, who is important and who is not.
Reach out !
Know their importance !
PosiFon in the Media Proportion of coverage among Axa Insurance !
and competitors in top media! Frequency!
● Every client has publica_ons, which are ‘important’ for them. How well is he here posi_oned vs. his compe_tors?
● RESULT: Axa Insurance needs to work on their rela_onship with the interac_ve Investor. It is talking ac_vely about Axa’s compe_tors but propor_onal not enough about Axa itself.
0
500
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1-‐Jan-‐10 1-‐Feb-‐10 1-‐Mar-‐10 1-‐Apr-‐10 1-‐May-‐10 1-‐Jun-‐10 1-‐Jul-‐10 1-‐Aug-‐10
EvaluaFon of PR tacFcs
23 Feb 2010 Main ambassador named 27 April 2010
The second ambassador is announced
1 July 2010 Announced the third ambassador
21 Nov 2009 Unveiling of special mascots
29 April 2010 Council unveils national song
8 March 2010 Design revealed
Volume of m
en_o
ns
May 17 2010 99 Days Countdown Celebration
PR tacFcs employed for a naFonal tourism authority over a 7-‐month period
● Volume or reach of men_ons over _me reveals for many clients what has worked in their Media Strategy.
● RESULT: The team can compare different events and plan be3er in the future.
Originators vs. Proliferators
Node of influence
100
50
42
75
7
19
50
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29
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0 50 100 150 200 250 300 350 400
Own Ac_vity
FB Shares/likes
Comments
Retweets
Bitly clicks
Gail
Steve
Ron
VJ
AcFvity Response
Gail’s AcFvity vs. Response Profile Compared
Gail’s Topic Word Cloud
● Who is an effec_ve influencer? ● Who talks about your brand and is
listened to? ● RESULT: out of 60 ambassadors,
choose the right ones for a product promo_on.