Mark Rogers Social Media Presentation 29 Nov 2007

The Social Web and the Brand 29th November 2007

This watermark does not appear in the registered version - http://www.clicktoconvert.com

http://www.clicktoconvert.com

Market Sentinel

• Leading supplier of blog and web monitoring services to UK and international blue chip customers

• Unique technology identifies the crucial sources that companies and communicators should monitor in order to take business decisions

• Stakeholder Analysis - Identify the key authorities that influence your brand or lead public opinion on an issue

• Net Promoters Index - Benchmark topic or brand for public approval, identifying specific positives and negatives

• Live Buzz – Online Dashboard delivering commentary by brand, with topic & sentiment analysis from Social Media & Mainstream media; Live notification; monthly digests of web conversation (Issues & Opportunities)

• Helps marketing, communications and customer service professionals achieve measurable ROI outcomes



Some Customers



• Websites now reflect changes as they happen through syndication.This allows applications as varied as Twitter (linking breakfasters in San Francisco with clubbers in Guangzhou) and YouTube (new content and live response) to syndicate their content globally.

Live Web



Human web

• (aka web 2.0) People who have no coding skills can create mash-ups, mixing and matching elements of different applications from google maps to Last FM



Social networks

• The web fulfils its potential - relationships develop. burgeon, divide online. The social network becomes a platform



What about brands?

• By understanding the network brands can turn defence (customer service response) into offence (marketing initiatives)



What do my customers think about me?



Who are the influencers?

Influential on global warmingSummer 2006



How can I set the agenda?



New demographics – the web of passion

• Brands don’t have to make guesses about the demographics of their customers driven by complicated assumptions about age, class, profession and geography

• Instead they can make decisions about passions, driven by what people are actually saying about what they are getting out of the product.



Case study - Avis

Monitoring changed the product, customer serviceopened a dialogue with the customer, driving marketing gains

Approval Ratio Sep 06 - Aug 07

Avis and Hertz

17

21

35

30

36

52

42

39

52

47

42 41

8 8

24

3635

31

3536

31 30

16

22

0

10

20

30

40

50

60

Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07

Month

Ap

pro

val R

ati

o

Avis

Hertz



• Thanks to our product, Cadbury established that there was a demand … and brought back a much-loved brand

Case study - Wispa



Rewarding moments



Advertising as content

• YouTube – over 350 postings of video (including tributes, spoofs, mash-ups and remixes)

• 4 most viewed postings on YouTube have combined total of 3.3 million views and nearly 6,000 comments

• Facebook – around 80 groups with connection to drumming gorilla video, with almost 24,000 members in total across most popular 3 groups and combined membership in total of around 50,000

• Number of mentions/week of Cadbury in new blog posts up almost 100% vs period before Gorilla advert launch

• Number of message board posts about Drumming Gorilla, In the Air Tonight, Cadbury etc. in tens of 000s

• Commentary is almost 100% positive



Contact

• [email protected] • +44 20 7793 1575 (t); +44 7866 369181 (m)



Mark Rogers Social Media Presentation 29 Nov 2007

Business

Transcript of Mark Rogers Social Media Presentation 29 Nov 2007