Tezza Yujuico, Co-Founder & COO
Monitoring a Product Launch in Social Media
© Athena East, Confidential
Categorize &
Analyze Data
Smart Data,Actionable Insights
© Athena East, Confidential
Client: A leading chip manufacturer
Brief: • Actively monitor consumer reaction
to the launch of 2 new products in forums, online communities, and on Facebook, YouTube, & Twitter
• Potentially respond to issues and responses
Deliverables: • Daily analysis of activity• Week 1, Month 1, & Comprehensive
Reports
Our Process
© Athena East, Confidential
© Athena East, Confidential
Know what you’re looking for
I guess these are
all positive.
PRODUCT ATTRIBUTES•Price•Performance•Warranty•News•Where to Buy?•Vs Competitors
Gather your tools
© Athena East, Confidential
Monitoring ToolEngagement GuidelinesEscalation Trees/WatchlistReport FormatsOther internal teams
© Athena East, Confidential
Processing the data
“The discussions continue to be centered around the sites with early reviews (Anandtech, Engadget, Tom's Hardware, etc.), although the numbers haven't grown dramatically. There is quite a bit of Twitter activity as users retweet those reviews.”
Brand 1Brand 2
Key Findings
© Athena East, Confidential
If you only remember 3 things…
© Athena East, Confidential
1. Define your goals
2. Take the time to get a process and build a framework for your program.
3. Be proactive- and be flexible
Athena East-Powered Social Media Campaigns & Communities
© Athena East, Confidential