Day1 ad stream_1615_how_social_networking_zenithoptimedia
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“How social media can inform and enrich our market intelligence” Frederic Joseph Chief Digital Officer WW Interact Barcelona 8 th June 2011
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Transcript of Day1 ad stream_1615_how_social_networking_zenithoptimedia
“How social media can inform
and enrich our market
intelligence”
Frederic Joseph
Chief Digital Officer WW
Interact Barcelona
8th June 2011
Digital life cycle
Tracking Search Social
1995/2000
2000/2005
2005/2011
+ + +?
‘Owned’
Microsite
‘Paid’ ‘Earned’
Paid jumpstarts owned, Owned sustains earned, Earned drives cost down and effectiveness up
How to make sense of all the noise?
Search Engines are a ‘Database Of Intentions’
“This information represents, in aggregate form, a place holder
for the intentions of humankind - a massive database of desires,
needs, wants, and likes”
Listening to the conversation
‘designed cleverly enough, market research surveys will answer any
question you can think up. But they can’t tell you what you never
thought to ask. And what you never thought to ask might be the most important question for your
business.’ Groundswell, Charlene Li and Josh Bernoff
‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.’
Converseon, Listening 2.0 white paper
Some watch outs for listening interpretation
“Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettin slizzard
Sippin sizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.’
Converseon, Listening 2.0 white paper
Some watch outs for listening interpretation
“Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettin slizzard
Sippin sizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.’
Converseon, Listening 2.0 white paper
“Great stereo, terrible engine”
Is this:
a) Negative sentiment?
b) Positive sentiment?
c) Neutral sentiment?
d) Mixed sentiment?
e) 1 piece of positive sentiment, 1 piece of negative sentiment?
Some watch outs for listening interpretation
“Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettin slizzard
Sippin sizzurp in my ride, like Three 6Now I’m feelin so fly like a G6”
‘There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.’
Converseon, Listening 2.0 white paper
“Great stereo, terrible engine”
Is this:
a) Negative sentiment?
b) Positive sentiment?
c) Neutral sentiment?
d) Mixed sentiment?
e) 1 piece of positive sentiment, 1 piece of negative sentiment?
Some watch outs for listening interpretation
But, when you do it right....
Opportunities!
Strategic insightProduct
development
Customer service
/ advocacyMeasurement
But, when you do it right....
Strategic insightProduct
development
Customer service
/ advocacyMeasurement
Tie in with trends – JK Wedding & T-Mobile
JK Wedding 2009 (65m views) vs T-Mobile 2011 (20m+ views)
http://youtu.be/Kav0FEhtLug
Tie in with conversations – Ashley Kerekes on Twitter
Strategic insightProduct
development
Customer service
/ advocacyMeasurement
Tune into social networks to fuel product evolution
Strategic insightProduct
development
Customer service
/ advocacyMeasurement
Listening and Responding drives Net Promoter score
Source: RightNow Retail Consumer Report
First Direct use the conversation as a sales tool
http://www.live.firstdirect.com/
Strategic insightProduct
development
Customer service
/ advocacyMeasurement
It’s not just about numbers...
Its about engagement levels
Not anymore about
Opportunity to See
Its now about
Opportunity to Share
Paradigm shift
Kraft / Real Women of Philadelphia
Thank You!
