Understand your customer

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2 Sophisticated technologies coupled with experienced researchers allows us to inspect every corner of the social web to find what you re interested in, whether it s your own brand, your competition, your issues or your category. Understand your customer Listening Conversations shared online are real-time and dynamic. Within seconds, someone s opinion about your brand is sucked into search engines ready to be found. Analysis Social Media Intelligence Powered by ireach Analytics

3 Case Studies

4 Campaign Measurement

5 Case Studies The elaboration of Case Studies looking at recent and current social media conversations of interest and insight has as objective to support organisations using Social Media Insights to drive business strategy. Taking examples from real life has an illustrative impact and drive the attention to the expertise of ireach Analytics and its technological capability to produce social media reports. Powered by ireach Analytics

6 Coca-Cola and Dublin Bikes 2014 Sponsorship Case Study On the 18 th of June 2014, Coke Zero launched a new partnership with Dublin Bikes to become the official sponsor of the city's successful bike sharing scheme. This was a heavy weight media investment and provided investment for 100 new stations and 1,500 new bikes on streets across the city. This case study looks at the public reception online to the new sponsorship, by tracking the Dublin Bikes brand between Jan-Sep Source: Journal.ie

7 Coca-Cola decide to sponsor Dublin Bikes to promote health and well-being 18 th June

8 Negative sentiment has doubled since Coke Zero sponsorship began on the 18 th of June 2014

9 Negative Sentiment about Dublin Bikes before and after Coke Zero Sponsorship Pre Sponsorship JAN-17 th June Post Sponsorship 18 th June- Date Before Coke Zero sponsored Dublin Bikes, sentiment was more positive, however after the sponsorship negativity has risen by 21%, Coca-Cola appears to be at the centre of this.

10 Conversations about Dublin Bikes Stations and Coke Zero The social buzz following the sponsorship shows a significant fall in conversation about the new branded bikes. With ForSight we can precisely measure this dip and understand how to control it going forward

11 Coke Zero Bikes not gaining traction on Instagram, this is the moment people interact There are only two photos about Coke Zero and Dublin Bikes and this fact underlines a weak brand engagement on Instagram.

12 Social Media Intelligence Understand what is driving the key customer sentiment online Identify and engage key Influencers driving any negativity Understand and engage with opinions shared over time by consumers across platforms Deliver reassurance through marcoms to minimise Social negativity Coca-Cola and this sponsorship was widely discussed online. The Journal.ie and others included a Social overview, no scientific analysis has been carried out until now. Coca-Cola in Ireland did not respond to the feedback, Dublin Bikes were only active on Twitter. In another example for Sochi Olympics Coca-Cola fought back by developing an ad with strong brand values proposition. Brand Reputation protection. Powered by ireach Analytics

13 Social Resonance

14 The Journey from Arthur s Day to Amplify Guinness has cancelled its Arthur's Day drinks promotion this year. There had been criticism that Arthur's Day encouraged excessive drinking and led to pressure on emergency services. Guinness has announced a new music promotion programme called Guinness Amplify, which will support new bands and which is a global programme that gives fans unprecedented access to unique music experiences and unforgettable live events.

15 Arthur s Day had 5 years of awareness and shows stronger buzz during the peak than Amplify, however there is more than one peak of buzz for Amplify There are 147 (5% of tweets) between June and September 40% coming from influential people (K40+) 5% coming from Social Leader Influencer (K60+

16 Arthur s Day 2013 has a strong Share of Voice continuing into 2014 until the launch of Guinness Amplify VS 2014

17 Guinness is not the only brand aiming to own music this year VS VS 2014

18 Guinness brand is still top of mind for the social consumer VS 2014

19 Campaigns are generating Social Buzz during the launch periods and people are excited for the launch of Amplify

20 Social Media Intelligence With ForSight you can measure all of your activations simultaneously, to observe which one is generating Social Buzz and organic content Consider the tail of conversation after launching an activation Plan media to minimise cannibalisation of activations Measure the SOV and sentiment of your activation to understand the live trend in consumer voice Understand and engage with opinions shared over time by consumers Identify key influencers and engage them in the campaign Guinness created a world wide event in 2009 that brought the world together. Based on ireach insight from ForSight we can see that Amplify has managed to create several moments of buzz (albeit smaller in volume than Arthurs Day during 2014 and this will continue during the 5 week campaign. Powered by ireach Analytics

21 Sponsorship / Campaign Management Keeping track of your campaign s success. Observe metrics using hashtag sentiment. This allows you to track key KPIs and also understand how your campaign is winning SOV. Best uses for Social Intelligence Social Buzz and Brand Resonance During major campaigns, measure how the release of your new product/campaign can impact previous activations and have a direct impact on the success of your brand. Ensure the parent brand is the frontrunner in social buzz. Also consider observing competitor activations Powered by ireach Analytics

22 Temple Hall Blackrock - Dublin michael.bosonnet@ireach.ie

23 ireach is an independent market research agency based in Dublin. Since its inception ireach Market Research has been an active promoter of new research techniques as an enhancement to - traditional face to face (F2F) or phone based research methods. As a full research agency, ireach Market Research supports both Qualitative and Quantitative methods, using exclusive Research Panels. Oisin Byrne oisin.byrne@ireach.ie MD Temple Hall Blackrock - Dublin

24 ireach Analytics Part of ireach Market Research, is a full service market research agency work with your business to understand and help you get the most from Social Media insights. ireach Analytics turns Social Media conversation into business insights. Michael Bosonnet michael.bosonnet@ireach.ie Social Insights Analyst Temple Hall Blackrock - Dublin

25 Social Media is the single largest source of unsolicited consumer opinion ever created. Many organisations are involved in Social Listening but few are engaged in Social Intelligence. Social Media 360-degree research Forrester Research suggests that Social Intelligence is the management and analysis of customer data from social sources, used to activate and recalibrate business programs. The opportunity exists to use Social Intelligence with Market Research Insights to give a true 360-degree of consumer sentiment and attitudes to a brand, campaign, service, event or products. Blending market research data with accurate social media analytics can provide new and untapped sources of consumer insights to drive business decisions Powered by ireach Analytics

26 Social Media Conversation is growing in importance for consumer and brands worldwide. Obtaining actionable insights from such conversations is difficult such as how can brand marketers get answers to key marketing and business questions: Social Media Intelligence How do consumers truly feel about a certain brand and products? What complaints do people have about a brand, company and/or their competitors? Why are consumers choosing a competitor or substitute? What do advertisements and marketing really mean to consumers? What are the real most important factors to consumers when choosing a product in my category? Who are the most influential individuals regarding to a specific brand, category or topic of interest? Powered by ireach Analytics

27 Every day thousands of people are talking about your brand online Power is shifting to consumers Sharing emotions, pictures, videos and opinions about your brand creating moments Communicating and sharing is part of human nature 27 Powered by ireach Analytics

28 Be at the heart of conversations Powered by ireach Analytics

29 Top 30 Social Media Questions From Clients What you should consider 1. Where are people talking about my brand? 2. Should I change my messaging, How? 3. How much buzz do I have vs. competition/trend? 4. How do customers feel about my brand? 5. Can you quantify the biggest brand topics? 6. What are the biggest category topics? 7. What are they saying about my brand organically? 8. How does my advocacy compare? 9. What features of my campaign/offer matter most? 10. What are the biggest areas of category sentiment? 11. How do features of my campaign/offer compare to my competition? 12. Can you benchmark my social media activity vs. competition? 13. How should I change my product/service? 14. What brand topics are trending? 15. What are the underlying category motivations? 16. Can you compare buzz by media channel? 17. Can you analyse my Twitter activity vs. competition? 18. Who are the influencers in my category? 19. What are the biggest influencer topics? 20. What category topics are trending? 21. What drives advocacy? 22. How do my motivations compare? 23. What are the good value drivers that matter most in my category? 24. How is advocacy trending? 25. What are the demographics talking about my brand? 26. Can you analyse my social media activity in different platforms vs. competition? 27. Can you measure sentiment of my campaign/event? 28. Can you benchmark the top bloggers? 29. Is there a crisis on the horizon? 30. Can you analyse my share of voice activity vs. competition? Powered by ireach Analytics

30 ireach Analytics ireach Analytics is part of ireach Market Research, a full service market research agency We work with your business to understand and help you get the most from Social Media insights We turn Social Media conversation into business insights in the following ways How do consumers truly feel about our brand and products? What complaints do people have about our company or competitors? Why are consumers choosing another brand over our own? What do our advertisements and marketing really mean to people? What are the most important factors to consumers when choosing a product in our category? Who are the most influential individuals regarding our brand, category or topic of interest? Powered by ireach Analytics

31 Simplifying Social Media Conversations is something being spoken about at every marketing event Actively engage in a conversation with the people who are creating the story about your brand and build a relationship with key influencers ireach Analytics The service we offer is always innovating to match the latest platforms and ways of interpreting social data, many new developments are in the pipeline This is a cost effective and customised service, made specific to what is important for your brand Powered by ireach Analytics

32 Oisin Byrne - oisin.byrne@ireach.ie Michael Bosonnet michael.bosonnet@ireach.ie Temple Hall Blackrock - Dublin