Professional buzz monitoring

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Who is Attentio • Europe pioneers in Social Media

monitoring and analysis

• We monitor, measure & analyse discussions on blogs, video logs news channels, forums, ….

• Strong experience in Pharma, Mobile phones, consumer electronics and automotive. Work with brands such as Microsoft, J&J, Disney, Philips and Lexus

• More information – www.attentio.com or call Simon McDermott at 0473 670178

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Professional online buzz monitoring

• What is this buzz?

• Why use professional monitoring?

• Return On Investment, Value, Business case

• Final thoughts

What…

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Where buzz and social media collide

• Buzz defined– Online or offline word of mouth

• Increase in online and offline conversations

– Free/viral spread of information = great marketing OR threat

• Social media defined– Where people post, share and comment online with no editor– Blogs, YouTube, Forums, Social Networks, Twitter…

• Listening– Millions of conversations needing context and benchmarks– New tools and new companies provide this capability

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Social Media & Word of Mouth Marketing

• 67% of consumer purchase decisions are influenced by WOM. # 1 factor. Source: McKinsey/Thompston Lightstone

• 93% of consumers identify WOM as the best, most reliable source of information about ideas, and information on products and services. Source NOP World.

• 70% of 500 marketers are planning a WOM program next year - #1 growing marketing vehicle. Source: e-marketing

• 45% of Senior Marketers believe that buzz and press are the most important factors in building a brand. Source: Business Week

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Companies following people

• Companies are integrating social media in the communication strategies:

– Monitoring Brands share of voice In Social Media (Brand reputation)

– Measuring Marketing campaigns effectiveness

– Analysing data to obtain market information and identify trends to adapt marketing campaigns

• Marketing is moving to word-of-mouth/viral marketing with brand monitoring (Source: Forrester)

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The PR experts…

Colin Farrington, Director General of CIPR,

The Chartered Institute of Public Relations

“CGM is coming on strong”

“All media is social”

“Traditional messaging systems have

declined in value”

Why…

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Review sites, forums, blogs

In other words… Social Media

Buzz is in the search engines (we all use them)

1111

Tight communities around topics

Relationship Map of a Sample Tight Knit Community’s Top Posters

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Finding new and emerging trends

“Brand monitoring can help you understand hidden consumer needs and detect early changes to consumer

behaviour. Use gained consumer insight to adapt your marketing messages. Feed new knowledge to future

product and service design to stay competitive.”

The chart shows topic profiles in relation to Samsung’s flash memory chips. MP3, mobile and music or the most discussed topics in blogs.

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Identify crisis - early

Technology:

• Multilingual, any language

• Temporal text clustering– “Hooks” onto detected topics

• Adaptable to vertical domains– E.g. Pharmacy, automotive, etc

• Self-learning, improves over time

• Extremely fast and scalable– Order of N time complexity as

number of articles increases

Helps clients monitor the flow of events and topics that are discussed for any given brand:

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Measuring marketing and PR effectiveness

“Samsung’s MP3 music players and specifically the SGH-X830 music mobile phone caused great interest among bloggers due to a new stylish design.”

“To improve the effectiveness of marketing, companies should understand how PR and ad messages are picked up by the consumers. The success of a new product launch can be facilitated by closely listening in on conversations in social media before, during, and after launch activities.”

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WOM Brand Profile

McDonald’s and PizzaHut are associated with Fast food,

overweight and cholesterol. Select two bubbles to open list of postings

containing both McDonalds and PizzaHut.

McDonald’s and PizzaHut are associated with Fast food,

overweight and cholesterol. Select two bubbles to open list of postings

containing both McDonalds and PizzaHut.

Play animation or drag slides interactively to show brand

relationships evolveover time

Play animation or drag slides interactively to show brand

relationships evolveover time

Technology:• Multi-dimensional

scaling• Co-referencing of

brands and topics• Interactive charting• Fully automated• Real-time, continuous

tracking• Launch Q4 2008

Cases

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When you want the buzz to be low…

1818

1%

22%

24%

28%

2%

26%

2%

38%

negative postings

positive postings

9%9%12%

19%

13%

22%

8%

24%

14%

2%2%2%2%1%2%1%1%2%3%3%2%6%

2%2%1%2%5%2%2%3%2%2%3%2%2%

14%

10%

14%

7%

12%

38%

12%

7%8%

7%

12%

16%

22%

6%

10%

19%

14%

5%

26%

14%

11%

17%

12%

26%

22%

8%

11%

5%7%7%7%

5%

32%

28%

19%20%

18%

03 04 05 06 07 08 09 10 11 03 04 05 06 07 08 09 10 11 03 04 05 06 07 08 09 10 11 03 04 05 06 07 08 09 10 11

2007

Samsung LGNokiaSony Ericsson

Positive

mentions

Negative

mentions

Monitoring Social MediaLG customer care issues

19 September 2008

Music

GPSCamera

Design

Screen

Bluetooth

Battery

Games

Internet

Data storage

Samsung

SE Nokia

LG

Source: Dutch social media (blogs and forums), articles from March to August 2007, N=8377. Size of the bubbles reflects their visibility (number of articles).

Brand maps – Nokia and GPS (2007)

Final thoughts

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Steps for online PR

• Use free tools to start with– E.g. Trendpedia (Attentio)– Check if buzz is significant

• Pilot premium tools to highlight value to clients • Understand how information can be used to make

decisions – ask questions E.G. – What is WoM strategy in your company?– Are there influential bloggers talking about your brand?– What % of your market value is reputation?

• Get involved now– What tools do you think children and university students are

using?

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The opportunity for PR

• Be more relevant and higher on the agenda– What is WoM?

• It is a hybrid of marketing and PR skills

• CEOs care about this– Yes most still care more about “Big Press”

• Don’t tell them the weather outside, tell them what it will be like in 2 weeks time !!!

• PR industry will grow because of social media– Only if practitioners can understand integration of all media

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Going Forward

• Ask for white papers – ROI of social media monitoring– Actual business benefits of measuring social media– Case studies in social media

• There are also many new white papers from research groups– Accenture, Deloitte, Forrester, Gartner etc.

• Costs of premium tools start from 3,000 euros