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If Social Media could tell you a story, would you listen?In this SDL Social Intelligence presentation, you will learn how social media data can tell you insightful stories around your brand and reveal opportunities across your business. Discover the true data behind how leading brands are using social data intelligence for product development, brand reputation management, PR crisis handling, ‘viral’ growth and more.The presentation will broaden your horizons, deliver engaging and relevant examples of social media monitoring in action and set you up for a purposeful day of exploring the true value of social data and how to use these insights to gain tangible returns for your business.
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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
If Social Media could tell you a story, would you listen?James Ainsworth – Social Media Manager
You might remember us from…
SDL Recognized Leader in Global Information Management
3
• Publicly traded company with $400m annual revenues
• Over 2,700 employees in 70 offices across 38 countries
• World-leading innovative technology
• Award-winning and profitable company, with long-term financial stability
• 1,500+ enterprise customers and partners
• SDL is celebrating its 20th anniversary in 2012
A bit about me…before the good stuff
@SDLjames
Social Media Monitoring is not just responding to
Twitter moaners
MYTH BUSTING
Social Media
Monitoring is…
..well,
it depends.
“What Social Media is, is not
how many people follow you or
how many people 'Like' you but
to what extent it shows you the
underlying data about their
behaviour” Mike Walsh
50+ Billion stored conversations and results60+ languages20+ Automated sentiment analysisDashboards Alerts Storyboards Custom Sources
Rather than "data driven decisions", advocate human
decisions supported by the use of good tools to provide us with data-derived
insights.
SOCIAL MEDIA DATA IS AN ENABLER
http://www.flickr.com/photos/puuikibeach/
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The value social data
brings
Highly responsive: can
collect & respond to
insight on any timescale
Targeted: can relate specific
activities to conversations at a defined point in
time
Highly predictive:
conversations are leading indicators
Longitudinal: we can look back & track
forwardIn context: feedback is pure
& customer generated (not
contrived)
Provides unique access to
competitor activity
Can provide a 360 degree view of a
customer (not just about their relationship to your brand)
Is highly scalable:
Provides access to high volumes
of data & a global dataset
Why is social data more useful than conventional research data?
10
Powered by
SOCIAL MEDIA STORY-TELLING
The social media story behind a new and intriguing product
# of influencers
35
Positive advocates
3 are based in Ireland
Twitter users
Top Twitter Authors
@psykouk
@annecupcake
@dressjunkie
Love it or Hate it?
Positive 29%
Indifferent 86%
Negative 13%
Top Platforms
Forums
Media
Top Platform Demographics
Male: 75%
Female: 20%
Unspecified: 5%
Forums
Media
Forum Users
Top Categories
Social
College Life
Health
Love it or Hate it?
Positive 20.1%
Indifferent 61.6%
Negative 18.3%
Top Domains Top Themes
Weightwatchers
Cakes
Nutella
Boards.ie
Money Saving Expert
TES Community
Boards.ie
Top Authors
Killer Wench
Seomra Mushie
Pembily
Love it or Hate it?
Positive 12.9%
Indifferent 58.1%
Negative 29%
Target your offers with the Forums where your advocates are doing great things for you
Look at the comments relating to “fat”, “health” “exercise” and
tailor messaging in target publications where dietary
content needs to be considered
Run Campus or Instore tasting sessions to marry up online
and offline
Establish a User Forum where recipes are created and
uploaded with photo content
Host product development session with influencers to
design new offshoot products
What next?
17
The story of an illuminating relay around the UK
Hashtag Podium
18
#olympictorch
Which Hashtag has the greatest share of Tweets?
#LONDON2012TorchRELAY
#BBCTORCHCAM
13-M
ay
14-M
ay
15-M
ay
16-M
ay
17-M
ay
18-M
ay
19-M
ay
20-M
ay
21-M
ay
22-M
ay
23-M
ay
24-M
ay
25-M
ay
26-M
ay
27-M
ay
#OlympicTorch
#BBCTorchCam
#London2012TorchRe-lay
Hashtag Adoption
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The People drive
Hashtag adoption
Torch Relay Begins
Men
tio
ns
Mentions of Places
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5/19
/201
2
5/20
/201
2
5/21
/201
2
5/22
/201
2
5/23
/201
2
5/24
/201
2
5/25
/201
2
5/26
/201
2
5/27
/201
2
5/28
/201
2
5/29
/201
2
5/30
/201
2
5/31
/201
2
6/1/
2012
6/2/
2012
6/3/
2012
6/4/
2012
6/5/
2012
6/6/
2012
6/7/
2012
6/8/
2012
6/9/
2012
6/10
/201
2
6/11
/201
2
6/12
/201
2
6/13
/201
2
6/14
/201
2
Lands End
Taunton
Bristol
Cardiff
Aberystwyth
Chester
Liverpool
Belfast
Dublin
Stornoway
Edinburgh
6000+ Mentions
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What’s your priority? Hashtag or Check-In?
13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May 21-May 22-May 23-May 24-May 25-May 26-May 27-May
OT
BTC
LTR
4sq
Men
tio
ns
1000 1000
28
The one about the Rock band looking to make a come-back
Themes around SDL and The Social Intelligents
SDL and The Social Intelligents
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Early
Remem
ber
1990s/90s
School
Remin
d(s)
Nostalg
ia/N
ostalg
ic
Childhood
Back in
the d
ay
0
200
400
600
Keyword volumes
around “Nostalgia”
Key Themes SDL and The Social Intelligents “brings them back”: In many of the posts mentioning the
band, fans said the music brought them back to the 90s or made them think of a specific memory
from their childhood or their teen years. Multi-generational sharing is key: SDL and The Social Intelligents is a band that transcends
time and generations. There were many posts about children listening to SDL and The Social
Intelligents with their parents, envying their parents for seeing them live, listening to their parents
old SDL and The Social Intelligents tapes/records, etc. SDL and The Social Intelligents should target
this multi-generational audience and promote multi-generational sharing.
Using Nostalgic themes in their advertising and new music: They are seen as the
quintessential 90s rock band by their fans. So many people associate that time in their lives with
the band and its music. That’s very powerful and has implications as far as their sound in the new
album, their set lists for future shows, the imagery they use in advertising, their messaging, etc.
There were 1621
conversations about
“Nostalgia” in the last two
months – approximately
12% of the data
How to leverage nostalgia
Volume of social data
The below chart
depicts the
number of daily
online mentions
for the term “SDL
AND THE SOCIAL
INTELLIGENTS”.
On average, “SDL AND THE SOCIAL INTELLIGENTS” have been mentioned 408 times per day, peaking on January 16th with 1,471 mentions.
Year-to-date, there have been a total of 18,800 online mentions of “SDL AND THE SOCIAL INTELLIGENTS”.
Interpreting demand through social volumes
32
25%
23%
52%
Types of Conversations
Live shows
New albums
Old content In the last two months…
• 2733 posts mentioned live
shows
• 2483 mentioned new albums
Key Themes Touring is driving the most positive buzz: People are excited about seeing SDL and The
Social Intelligents live. The days with the highest social buzz were the days that there
performances in The Big Day Out and The Download festival were announced. In these
conversations, many fans said they were more excited to see SDL and The Social Intelligents
than the other popular bands playing including Black Sabbath, Tenacious D, Anthrax, and
Metallica.
High engagement around the new album: There is a lot of social buzz around the recording
and release of their new CD. Fans are constantly asking for updates on the progress of the CD
and are making predictions about the “sound” of the CD.
“Deep Dive Data” constantly shared via social channels: SDL and The Social Intelligents’s
post-reunion single (Deep Dive Data) was received VERY well in the social media realm and
people are still talking positively about it and sharing it over social media, even though it was
released more than a year ago. The release of this song also got younger audiences interested in
SDL and The Social Intelligents, prompting them to listen to their whole discography.
Where the band should tour
Year-to-date, roughly 72% of all online
mentions of “SDL AND THE SOCIAL
INTELLIGENTS” happened in the United States.
Spain (5%), Australia (4%) and the UK (4%) accounted for the largest volumes of online conversation in foreign countries.
34
Key Themes
Touring to drive adoption: The touring and festival appearances are driving new
adoption of the band and driving sales of their music.
Reaching new audiences through festivals: People that went to these large festivals
to see other bands, really enjoyed seeing SDL and The Social Intelligents live, so they
bought or downloaded their CDs and became a fan after the show. Others said that they
would be listening to the whole discography of the band before the concert, so they could
better appreciate the band live. By appearing in these festivals, they are reaching out to
people that wouldn’t have gone to see them if they were touring solo and creating a new,
diverse fan base.
Why and how the band should tour
Asking the right questions is key to actionable insights Why we expanded our search to competitive bands to make the findings more actionable
35
Best Practice 1: Blink 182 Giving Fans a Behind the Scenes View
AMA on Reddit:Mark Hoppus led a live AMA (Ask me Anything) on Reddit on February 6th, in which ANYONE could come and ask him a question about his life, Blink 182, the reunion, the upcoming CD, etc. In just a few hours he received 100’s of questions and comments! Not only did it gain him goodwill with his fans, but it created a lot of social media buzz. On Feb. 6th, mentions of Blink 182 more than quadrupled.
The Blinkumentary:The band is creating a documentary about their reunion and the making of their comeback CD and tour. They are only advertising it on YouTube (via online trailers and ads) and through social media. The documentary has created a lot of social buzz – approx. 200 mentions of the documentary in two months.
There were over 200 mentions
of the documentary in a two month period
Volumes more than quadrupled the day of
Mark’s AMA
Best Practice 2: Foo Fighters Using the Power of Nostalgia
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“Wasting Light” Recorded in a Garage The Foo Fighters wanted to go back to their roots and create “ real”
rock music again – so they recorded their newest album, Wasting Light, in a garage with minimal recording equipment.
Dave Grohl wanted to show the world you could make great music without fancy equipment, sound mixing, and auto tune – and he did. The album won five Grammys.
Many fans (and even non-fans) applauded them for creating such a popular album, with so little. After this album, many fans consider them one of (if not the only) real rock bands left today.
Social buzz increased exponentially after the
Grammy win and centered mostly
around Dave’s “back to roots” acceptance
speech
Best Practice 3: Smashing Pumpkins Leveraging Social Media
38
Constant Social Media Use:The Smashing Pumpkins and front man Billy Corgan, uses social media in unique ways to engage way and entertain their fans. Recently they released a sarcastic band Christmas photo over their Facebook page and Billy Corgan hosted a question and answer session for their fans on Twitter. They also tweet live pictures from their shows, their recording sessions, their travel bus, etc.
Fighting the Man: Their new CD has 44 tracks and is going to be released one track at a time (for free) online.
• This has created a ton of buzz on social media sites and on mainstream media sites.
• Fans are excited because they think Smashing Pumpkins understands them and the way they listen to music – everyone downloads for free anyway, so they think its about time a band recognizes this and embraces it.
• By releasing 44 songs, one at a time, they are keeping themselves relevant and at the top of mind for the entirety of the release of the songs.
Highest social buzz surrounded Billy’s live
Twitter Q&A
There were over 1136 mentions of the album
in a two month period
Buzz increased the day Billy had an interview about Oceania – an
“album within an album”
Demonstrating high ROI Through detailed and actionable insights and recommendations
39
Research Question One: SDL and The Social Intelligents Themes
What do people think about SDL and The Social Intelligents and how can SDL and The Social Intelligents play on these themes in their advertising
and outreach?
SDL and The Social Intelligents appeals to a multi-generational audience – it is one of the few bands parents and children can enjoy together. This means that SDL and The Social Intelligents’s music and the themes they write about transcend time and can attract a younger audience in today’s market.
SDL and The Social Intelligents is the quintessential 90s rock band and their music brings their fans back to that time in their life. Fans associate SDL and The Social Intelligents's songs with the memories in their lives and that can be very powerful in marketing communications.
Many older fans consider reunited bands, especially SDL and The Social Intelligents, the only “real” rock musicians left. They want music that is authentic, minimally processed, and that contains real instrumental talent – not gimmicks.
NostalgicMulti-Generational
Insig
ht
Recom
men
dati
on
• SDL and The Social Intelligents should continue to play festivals, where they can introduce themselves to younger generations with similar music tastes.
• New bands are constantly compared to SDL and The Social Intelligents. SDL and The Social Intelligents should offer these bands opening act positions on their tour to reach similar audiences and get exposure.
• SDL and The Social Intelligents should release a new album that is reminiscent of their older music and doesn’t stray too far from their original fan base.
• They should release the first song online and create a social, viral campaign around it , to create buzz before the sale of the actual album.
• Follow The Foo Fighters example and get back to your “rock” roots, by recording the new album with minimal equipment.
• Highlight the musical talent of the band members in social media
“Real Rock”
Research Question Two: There is Demand
Is there enough interest in a SDL and The Social Intelligents tour or a new SDL and The Social Intelligents CD, to justify the expenditure. Is the band’s fan base large
enough and loyal enough to actually support a tour and new CD sales?
Touring and live performances have increased adoption of the band and has driven demand for new music. Many posters in the social media realm specifically asked when the band would release a new CD, especially after the release of ‘Deep Dive Data’ and the ‘Deep Dive Data’ video.
There is a huge demand for live performances of SDL and The Social Intelligents. When it was announced that they would be playing major festivals, social buzz rose dramatically.
Many posters said that the band they were most excited to see at these festivals was SDL and The Social Intelligents and that they would be willing to pay the high price for the tickets JUST to see them.
Tour – Yes!New Album –
Yes!
Insig
ht
Recom
men
dati
on
SDL and The Social Intelligents should release a
new album that is reminiscent of their older music and doesn’t stray too far from their original fan base.
They should release the first song online and create a social, viral campaign around it , to create buzz before the sale of the actual album.
Many of their festival dates they have played are abroad, but there is a huge demand for their live performances in the US. They should hold a US reunion tour, concentrating on smaller, intimate venues.
By playing in smaller venues, they will have a chance to engage on a deeper level with their fans, as Blink 182 did through their documentary and Smashing Pumpkins did through its live Q&A.
42
Our Approach
The Outcomes
Leveraging Social Data
The Need
Leverage social media and messaging to understand:• The social volumes and sentiment
surrounding each band• Best in class social media analysis• SDL and The Social Intelligents theme
analysis
• Create messaging and social media engagement strategies that play on the key themes associated with SDL and The Social Intelligents
• Understand how 3 competitive bands use social media and determine the “best in class” social media practices for comeback bands.
“How do we take a 90s band and make them relevant in the social media era?”
1) Nostalgia is a major factor in “comeback” band adoption. Bands that played on this nostalgia in their music and their online messaging, were successful
2) Fans look to social media to get a “behind the scenes” peek at the band. SDL and The Social Intelligents should post exclusive videos/photos, conduct live Q&A sessions, and consider doing a comeback documentary
VS.
√Leverage Nostalgia
√Give fans a peek
behind the scenes
√
Constant fan page interaction
SDL Proprietary and Confidential
Glorious Sunrise or False Dawn? What PCS tells us about The Sun on Sunday
Customer commitment
Desired behaviors
/perceptionsBusiness goals
Ensuring a fair exchange
53
Driving measurement from your business goals
Shops Shares
Advocates
Your ideal customer is one who…..
Driving measurement from your business goals
Customer Commitment
56
CommitExploreUnderstand
•Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand
Deriving meaningful scores using social data
56
The commitment journey:
The components of each score
Commitment score is a composite of:
1. Where in the journey the conversation sits
2. The level of influence of the conversation
3. Weighted sentiment of the conversation
A real life example – driving ROI using structured social data
58
Sunrise or false dawn? The PCS story of the Sunday Sun
Source: Daily Mail
PCS
From the end of an era ….
... to the start of a new Sunday Newspaper
60
April 11
May 11
June 11
July 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 16th
Feb 17th
Feb 18th
Feb 19th
Feb 20th
Feb 21th
Feb 22th
Feb 23rd
Feb 24th
Feb 25th
Feb 26th
0
2000
4000
6000
8000
10000
12000
14000
16000
A New Dawn for News International
Press widely report that ‘SunOnSunday.co.uk’ domain has been registered by someone at NewsCorp
July 7th
Rupert Murdoch arrives in London to address the Sun staff and announces his commitment to launch the Sun on Sunday
Feb 16th
The Sun officially launches and positions it Sunday offering
An estimated advertising budget of £3-7 m is committed to support the launch at outdoor sites and on TV and the launch begins in earnest
Feb 17th Feb 18th
The Sunday Sun hits the UK newsstands
Feb 25th
61
April 11
May 11
June 11
July 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 16th
Feb 17th
Feb 18th
Feb 19th
Feb 20th
Feb 21th
Feb 22th
Feb 23rd
Feb 24th
Feb 25th
Feb 26th
0
2000
4000
6000
8000
10000
12000
14000
16000
And if you believe everything you read in the papers…
The Sunday Sun hits the UK newsstands:
3.5 million copies sold
Feb 25th
Key facts:
• It sold out • It is the 2nd highest circulation of any
British Sunday paper in the past 8 years – a record previously held by the News of the World
• People switched from the Sunday Mirror and the Sunday People
• It has sparked a price war already• It is being attributed with bring £10m
new advertising revenue into the market as a new Sunday circulation war commences
Mr Murdoch is happy
What the PCS tells us is really going on
63
The launch PCS story
PCSVolume of
conversationsPCS Monthly PCS and Volume Daily PCS & Volume
La
un
ch
Dis
clo
su
re
PCS lower after formal launch than during speculative phase
Heavy weight launch Ad spend not driving commitment - only trial at this stage (80% of conversations are in the Research / Assess category)
64
What next for the Sun on Sunday?
Muted content, treading carefully
Sins of the past
Negativity around brand
‘Murdoch’
Lack of sustained
commitment?
0
50
100
150
200
0
2000
4000
6000
8000
10000
12000
14000
16000Total Volume
?
65
What does it mean for Mr Murdoch?
PCS Ave CirculationMonthly PCS
La
un
ch Is
su
e 2
Dis
clo
su
re
lost of £ revenue
1st week-£96,027
1st Qtr -£581,768
1s
t Qu
arte
r
Drop in PCS = 38 pts1% drop in PCS = £15k
Focusing on moving behavioural indicators is what delivers ROI on all marketing not just social
Thanks for listening and do you have any Questions?
Follow: @SDLjames @LizzHighUK @SDLsocialEmail: Jainsworth@sdl.com Lhigh@sdl.comWebsite: www.SDL.com/si Phone: 0117 970 3200
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
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