The buzz about the social media buzz - Deck

Steve MullinsEditorial Directorbrand-e

www.freshnetworks.com

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Diagram

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When Jimmy Choo met Foursquare

Talk to us: www.freshnetworks.com | [email protected] | +44 (0)20 7692 4376

Matt RhodesClient Services Director

FreshNetworks@mattrhodes


Jimmy Choo : Social media events



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Diagram

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Sept May

Project PEP

Facebook

Twitter

MIXI

CatchAChoo

Blogger Outreach

Six months of community building

www.freshnetworks.comA social media event


4,000 individuals participated on Foursquare,Twitter and Facebook.


1 in 17 London Foursquare users were chasing CatchAChoo.


The campaign was mentioned over 5,000 times on Twitter.


250 blogs and publications mentioned the CatchAChoo campaign.

21 Apr 24 Apr 27 Apr 30 Apr 03 May 06 May 09 May 12 May-

20m

40m

60m

80m

100m

120m

140mCumulative reach – top 30 blogs (based on monthly traffic data)

Media Week

Mashable

PSFK

Reuters

Yahoo news

Vogue.co.uk

Evening Standard


The campaign was widely covered in: The Evening Standard, Reuters, Marketing Magazine, PR Week, Mashable, Vogue…


Daily trainer sales in-store went up 33% after the Evening Standard coverage.

www.freshnetworks.com“We have seen some great feedback both from media and a variety of individuals who have been impressed by this initiative.” – Jimmy Choo

“Probably my favourite campaign that I’ve seen in social media. Period.” – Tristan Walker (Foursquare) at Web 2.0 EXPO


And one unsuspecting member of the public was mistakenfor the CatchAChoo team

That’s it

Matt RhodesClient Services Director

FreshNetworkswww.freshnetworks.com

@mattrhodes

http://www.freshnetworks.com/

WE ARE SOCIAL

Social Media Buzz Analysis & Qual Research - World Cup Brands ‘Ethical Initatives’

Applied Social Media

Our Case Studies

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1. Coca Cola

2. James Corden & Dizzie Rascal song

3. Adidas UMU

4. PumaVision

5. Nationwide

6. Together we are stronger”

Worldwide, sentiment around the brand initiatives is rather positive

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1. Coca Cola

2. James Corden & Dizzie Rascal song

3. Adidas UMU

4. PumaVision

5. Nationwide

6. Together we are stronger”

UK sentiment starts positive, but gets a little more cynical and critical with time

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Somali composer K'Naan's World Cup song "Wavin' Flag" has arguably become the most downloaded international song in India ……..

#bestadvert2010 coca cola world cup celebrations love it

Generally positive, but often much of the buzz around these brands was unrelated to any ethical direction

Idea is brilliant, perfectly suitable to World Cup. It again proves Coca Cola as the master of communication.

Great commercial even though it has it’s flaws.

Often political voices can become ‘loudest’ among the buzz

Why I hate the World CupFor the same reason I dislike the Olympics, of course and I dislike the Olympics for the same reason I dislike McDonalds and Coca Cola and Nike and all the other rapacious multinational corporations that milk humanity like a herd of cattle while pretending it’s a noble endeavour

I find the dilution of the original sad and the result a lil' cheesy

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I don’t like it but I like how the money from that song is going to Great Ormond Street hospital.

So we bummed out of the world cup in an abysmal fashion but this video is still awesome, it shows our fans in a united passion for our team and country, just wish the outcome was better:( !

Proceeds go to Fantastic Ormond Road Hospital charity. DOWNLOAD NOW PLEASEEEE! Cheers :)

Knew we were doomed when this came out, but sick kids who could resist? DOWNLOAD IT!

Qualitative research allows us to look a bit deeper

The more consumers knew & understood about these initiatives, the more positive they become

Adidas and Puma have a real opportunity here to engage consumers and shift brand perception

Yet, these initiatives can seem a bit separate - where consumers want them to be more integrated into their conversations with the brand

Ethics do matter - about all of us trying to be a little bit ‘better’

And yet, it seems we are in a transitory phase when it comes to ethics

Brands are being a bit too timid

With social media, to generate buzz there has to be something conversational and personal around which a dialogue can develop

Social media could be the best way to start those conversations about the responsible aspects of your brand

Thank youFollow us at twitter.com/thinktank_int

Applied Social Media

Going….

Going….Beyond The Buzz

@andrewgrill

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BuzzResearchProduct DevelopmentRecruitmentSEOHRAnalyticsTrendsPrediction

Is this your company?






lc.tl/listen

Listen

Learn

Engage

Integrate

Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another choice

Dave Evans lc.tl/delivers









Operations delivers

Any gap between the two drives a conversation on the social Web


Social Media is demanding attention

Listening is NOT spying

lc.tl/bt

Relevant content

lc.tl/voice

Manual sentiment scoring and analysis

lc.tl/voice

Sentiment Analysis

lc.tl/voice

Influencer Analysis

lc.tl/voice

Actionable Insight

This timeline shows the change in volume and sentiment over time, as well as associates most common terms for each month of the campaign. Useful for many things, but product launches is most common.

lc.tl/voice

Marketing Friendly Insight

A Brand Cloud is a great way to understand how terms can differ from one brand to another. Placement of words in this visual is key. Words closer to the top align with your brand, where words at the bottom align with your competitor..

lc.tl/voice

What can it do beyond just BUZZ?

•Provide early warning or problems

•Customer service

•Spot trends

•Stay ahead of the competition

•Market research

•Product improvements

•Recruitment

Things you should ask any provider

• Staff experience

• Data sources

• Sentiment

• After sales support

• Reporting capability

• Investment in product development

• Local presence

Social media is just like real life!

Follow me on twitter.com/AndrewGrill

www.visibletechnologies.com

contact via http://lc.tl/c

+44 788 198 6694

[email protected]

Steve Mullins, brand-e (Moderator)

Chris Clarke, LBiClaudio Branno, The Viral FactoryMatt Rhodes, FreshNetworksPaul Armstrong, KindredRobin Grant, We Are SocialClaire Ralphson-Cook, Thinktank InternationalMary Stewart-Hunter, Applied Social MediaAndrew Grill, Visible Technologies

Technology

The buzz about the social media buzz - Deck