What Digital Listening Can Do for You?

THE INSTANT HYPOPHONIC, WOJCIECH SIUDMAK | uploads2.wikipaintings.org/images/wojciech-siudmak/the-instant-hypophonic-1.jpg!Blog

WHAT CAN DIGITAL LISTENINGDO FOR YOU?JOHN MURPHY – @JOHNMUR3BLOOM WORLDWIDE – @BLOOMWORLDWIDE

FIGARO DIGITAL, 26.9.13

#FigDigBLOOM

WWW.BLOOMSOCIALBUSINESS.COM

BUT FIRST, A QUESTION…

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julietremblay.com/images/photos/5pears


WHAT IS IT?#FigDigBL

OOM

WWW.BLOOMSOCIALBUSINESS.COM smartinsights.com/wp-content/uploads/2012/04/whisperlisten

ALREADY DOING IT… ?

NOT THE SAME AS HEARING:

PASSIVEUNENGAGED

NARROWBIASED

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ALREADY DOING IT…ARE YOU SURE?

LISTENING IS:ACTIVEENGAGEDWIDEFAIR AND ACCURATE

takepart.com/sites/default/files/BlueEar-Marvel.jpg

#FigDigBLOOM

WWW.BLOOMSOCIALBUSINESS.COMINCREASE COLLABORATIONdentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-

article.jpg

WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENT

dentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-article.jpg

WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHT


WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONdentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-

article.jpg

WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATION

INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACY


WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCE dentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-

article.jpg

WHY BOTHER?

#FigDigBLOOM






INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCE

INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITION


WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACH


WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONS


WHY BOTHER?

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INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITY


WHY BOTHER?

#FigDigBLOOM











INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDS dentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-

article.jpg

WHY BOTHER?

#FigDigBLOOM











INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDS

INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDSINCREASE EFFICIENCY dentistryiq.com/content/dam/diq/online-articles/2013/06/Arndt-

article.jpg

WHY BOTHER?

#FigDigBLOOM












INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDSINCREASE EFFICIENCY

INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDSINCREASE EFFICIENCYINCREASE ROI


WHY BOTHER?

#FigDigBLOOM

WWW.BLOOMSOCIALBUSINESS.COMINCREASE COLLABORATIONINCREASE COLLABORATIONPERSONALISED CONTENT










INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDSINCREASE EFFICIENCY


INCREASE COLLABORATIONPERSONALISED CONTENTAUDIENCE INSIGHTINCREASE CONVERSATIONDEVELOP ADVOCACYINCREASE INFLUENCEBRAND RECOGNITIONGREATER REACHMORE IMPRESSIONSADD UTILITYREAP REWARDSINCREASE EFFICIENCYINCREASE ROIINCREASE PROFIT


INCREASE PROFIT


INCREASE PROFIT


INCREASE PROFIT


INCREASE PROFIT


WHY BOTHER?

#FigDigBLOOM


HOW?

Gem

macorr

ell.

com

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HOW MUCH ARE PEOPLETALKING ABOUT MY BRAND?VOLUME OF CONVERSATION

GOOD FOR MEASURING:BRAND AWARENESS

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WHAT ABOUT MYCOMPETITORS?

SHARE OF VOICE

GOOD FOR MEASURING:MARKET SHARE

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WHERE ARE THEYTALKING ABOUT US?

PLATFORMS AND REGIONS

GOOD FOR MEASURING:CHANNEL PERFORMANCE

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WHEN IS IT HAPPENING?

TIMELINE OR EVOLUTION

GOOD FOR MEASURING:MONTH ON MONTH CHANGE

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WHO’S SAYING THINGS?

INFLUENCERS AND DEMOGRAPHICS

GOOD FOR MEASURING:BRAND AMBASSADORS

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HOW ARE THEYTALKING ABOUT US?

SENTIMENT

GOOD FOR MEASURING:BRAND AFFINITY

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WHAT ARE THEY SAYING?

WORD CLOUDS AND BUZZ GRAPHS

GOOD FOR MEASURING:BRAND IMAGE

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?WHY… #FigDigBL

OOM

i.imgur.com/4IJvJVV

TOOLS ARE ONLYPART OF THE SOLUTION

YOU CAN’T TAKE EVERYTHING AT

FACE VALUE

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WHY?

ANALYSIS

siliconangle.com/files/2012/06/little-analyst

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WK 1 WK 2 WK 3 WK 4 WK 50%

7%

14%

21%

28%

35%

BRAND SHARE OF VOICE

BRAND SHARE OF VOICE

E.G. SHARE OF VOICEASSUMPTIONS:

~

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WK 1 WK 2 WK 3 WK 4 WK 50

100

200

300

400

500

VOLUME OF BRAND CONVERSATION


E.G. VOLUME OFCONVERSATION ASSUMPTIONS:

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500

1,000

1,500

2,000

2,500

INDUSTRY CONVERSATION

TOTAL CONVERSATIONBRAND CONVERSATION

BUT, COMBINED:

SHARE OF VOICE

ASSUMPTION

VOLUME OF CONVERSAT

ION ASSUMPTIO

NACTUAL

ANALYSIS

~

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WK 1 WK 2 WK 3 WK 4 WK 50%

25%

50%

75%

100%

SENTIMENT TOWARDS BRAND

POSITIVE SENTIMENT

NEUTRAL SENTIMENT

NEGATIVE SEN-TIMENT

~

E.G. SENTIMENTASSUMPTIONS:

#FigDigBLOOM


100

200

300

400

500



E.G. VOLUME OFCONVERSATION ASSUMPTIONS:

#FigDigBLOOM


100

200

300

400

500

CONVERSATION SENTIMENT

POSITIVE SENTIMENT

NEUTRAL SENTIMENT

NEGATIVE SENTIMENT

BUT, COMBINED:

SENTIMENT ASSUMPTIO

NS

VOLUME OF CONVERSATI

ON ASSUMPTIO

NSACTUAL

ANALYSIS

~

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SO,BACK TO OUR PEARS:

julietremblay.com/images/photos/5pears

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BE DIRECT:DATA

INSIGHT

RECOMMENDATION

EXECUTIONCHANGE

TRACKING

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imgur.com/Lo87r.jpg

THANK YOU

JOHN MURPHY – @[email protected]

M

BLOOM WORLDWIDE – @BLOOMWORLDWIDE

BLOOMWORLDWIDE.COM

#FigDigBLOOM

What Digital Listening Can Do for You?

Business

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