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Simon McDermott, Business Development Manager, BrandWatch Social listening powering the social business Simon co-founded Attentio in 2004, a pioneer in social media analytics and listening. As Sales & Marketing Director and then CEO, Simon and his team built the company to a million euro in sales. In 2012 Simon joined Brandwatch where he works on growing new markets and channels in Europe. In his career Simon has worked with numerous start-ups through the Founder Institute and Microsoft's Bizspark, he’s also a Non-Executive Director of Jam Publishing.
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From social listening to social business
Simon McDermott | [email protected] | Tel: +32 473 670178 | @simonmc
November 2013
Early days of social listening
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The market was very similar to press clipping
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Counting the buzz and graphing it
Some sentiment, often questioned
But then the change…Why? A few things really.
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Social media and “me”
Source/ Mary Meeker, Kleiner Perkins
Metamorphosis …A social business now knew
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• There is volume, conversations to analyse, across the world
• No one says, “what is social media?”
• Case studies burst forward every day
• Social media is a battlefield and being good at it is a competitive advantage
• Business cases are across the organisation
• Insight is…
Deeper. E.g. Analysis by meaningful categories
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Ability to dig deeper into data i.e. gender, influence
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The chatter could be analysed
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Social Business/ Bring the voice of the consumer into the organisation
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“To believe you can run a business competitively without incorporating the ideas of social
business is like running a factory without automation or running a bank without digital trading
systems.” [Wired.com]
HQ
Corporate communicati
ons (e.g.
reputation management)
Marketing (e.g.
campaign tracking)
Customer service
(e.g. workflow)
Market research
(e.g. analytics)
Human Resources
(e.g. employee relations)
Production (e.g. product development)
© 2013 Brandwatch | www.brandwatch.com
The Sentiment:
How is sentiment for
your brand tracking
against benchmarks and
competitors?
The Globe:
Understand your
conversation around
the world in real time
Topic Heatmaps:
What are the key
topics of the day and
how is that changing?
Key Analytics:
All the KPIs you care
about and the situation
right now
Enters the centre of the company
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Sample client 2013 (automotive)
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Human Resources:
Change perception of them as an employer
Enable more targeted ad spent
Digital Marketing:
Increase sales
Measure customer satisfaction
Communications:
Keep employees informed on the latest news and stories related to the brand and key competitors
International Customer Service
Write a bi-monthly report to analyse customer’s opinions about their products and services, across EU top5 on social media
Market Research
Understand how brand is perceived in relation to the 6 core brand values. Gather insights in social media to inform product development and future strategies
Brandwatch clients
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Spanning a wide range of industries & geographies across the globe
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EMAIL: [email protected]
WEB: http://www.brandwatch.com
TWITTER: @simonmc
PHONE:
UK: +44 (0)7738 770061
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291
© 2013 Brandwatch | www.brandwatch.com
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