jess whittaker listening - 2011
TRANSCRIPT
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011
The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org
The copyright for this material is jointly owned by The Future Place and the presenter.
‘Online and Social media monitoring’ Jess WhiQaker BuzzNumbers, Australia
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
“Online and Social media monitoring”
Jess Whi4aker
Product Evangelist
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
So what can I listen to?...
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
! Brand/Organiza*on ! Compe*tor Informa*on ! Broader Industry men*ons ! Men*ons of Key Stakeholders e.g. CEO/Government Ministers ! Topical Issues e.g. Climate Change ! Current Affairs e.g. Elec*ons ! Natural Disasters e.g. QLD Floods
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
What can I do with the informa?on that I am listening to?....
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Measure CAMPAIGN EFFECTIVENESS
Are people speaking online about a campaign and/or ini*a*ve?
(note: this can be relevant for both online or offline campaigns)
Has volume of conversa*on increased around the brand/
organiza*on due to the campaign?
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: Budget Direct
“Boojay, Boojay – Budget Love. Budget Direct”
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Iden?fy OPPORTUNITIES/LEADS
Are consumers/general public discussing relevant
industry or product areas?
Are you able to use these conversa*ons to sell a product
or engage in a community to either educate or create a
buying opportunity?
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: The University of Sydney Opportuni?es/Leads Online
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Gain raw INSIGHTS/FEEDBACK Are employees, vendors or just the general
public discussing a brand/product/organisa*on online?
Can these conversa*ons help to enhance a service
offering, aid product development and/or tweak
messaging
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: Gaining raw insights and feedback
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Measure online ROI Are you having trouble convincing management the
value of online and social media?
Do people within your organiza*on even recognize that
your brand/organiza*on is discussed online regardless
of their facilita*on?
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Volume of men?ons for Qantas Aug – Dec 2010
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Be provided with up to date CONTENT relevant to your audience
! Are you driving your messaging with relevant content? ! What is said online does not have to drive messaging
through the same medium – could listening to online conversations provide content for traditional press releases, research studies, website content?
! This method steers us away from the old ‘soap box’ method
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: Novartis – HIV Campaign
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Understand the 2 Organisa?on R’S REACH and RECOGNITION
Are you spoken about on twiQer, and are there blogs and
forums men*oning you as well?
Don’t listen when none of your consumers are speaking.
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Volumes of men?ons for Qantas across sources
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Iden?fy KEY ONLINE INFLUENCERS
Are there key sites or people that consistently discuss
your organisa*on online?
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: Universal Pictures – Blogger Outreach Campaign
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
CRISIS COMMUNICATIONS
! To have systems in place to bring instant aQen*on
to any poten*ally damaging online ac*vity
– CRISIS COMMUNICATIONS
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Example: Insurance Companies in QLD Floods Crisis Communica?ons
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank you
Jessica WhiQaker Product Evangelist BuzzNumbers
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Jessica WhiQaker BuzzNumbers
Ray Poynter The Future Place
Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Visit us at: www.buzznumbershq.com
BuzzNumbers Company Profile BuzzNumbers is Australia’s leading provider of Online and Social Media Monitoring. BuzzNumbers enables companies to track online social media, news, blogs, forums & video and provides powerful capabili*es to analyze trending topics, sen*ment, online media value and online influence ranking. The products strength lies in its ability to segment online data geographically, helping users understand where conversa*ons are occurring as well as covering the largest amount of Australian Forums and Blogs. With a growing porfolio of over 100 Australian and Global Mul*na*onal clients across several sectors, including government, BuzzNumbers is the fastest growing provider for social media monitoring in Asia Pacific. The company has been recognised in several awards programs and was most recently named the Start-‐up Company of the Year by the Australian Informa*on Industry Associa*on (AIIA).