Social Media, ROI and the future
Giles Palmer
CEO, Brandwatch
[email protected]
@joodoo9
©2010 Brandwatch | www.brandwatch.com
ROI – social media vs your mum
© 2010 Brandwatch | www.brandwatch.com
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The social phone (from @lebrun/Radian6)
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So who owns social media?
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Answer
Right now, the Marketing department
•
Because they own ‘media’
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Because they’re more tech/web savvy
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Because they can move quicker
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Because they have more flexible budgets
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Because in the US CMOs are very powerful
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Because no one else has put up their hand
© 2010 Brandwatch | www.brandwatch.com
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Case study:
Activision – launching Call of Duty Black Ops
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Purpose
REPUTATION MANAGEMENT
By continually monitoring what is being said about your brand
online, we can actively engage with customers and manage your
brand’s reputation online.
INFLUENCER
IDENTIFICATION
We deep dive into
conversations about
your brand, to see who
is talking the most, and
the loudest, and who is
the most influential so
that we can target them
in our campaigns.
BUSINESS INSIGHTS
Listening to what is being said
about you and your competitors’
brands can provide great insight
into the market place and can
help direct important business
decisions.
CAMPAIGN
TRACKING
An important part of any
campaign is how people
respond to it. With
social media monitoring
we can determine what
impact your campaigns
are having in social
spaces.
MARCOMMS INSIGHTS
We can learn a lot about the
target audience just by
listening to what they are
saying online. This can help
produce effective campaigns
that are grounded in insight.
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Approach
1) DEFINE
Brand, product, title
Agree, competitor set
2) CONFIGURE
3) COLLATING DATA
Report on: volume, topics,
media mix, top sites,
sentiment, competitor
context, share of voice,
mentions over time
5) RECOMMENDATIONS
Create ‘test’ query
Configure and
clean
4) ANALYSIS
Analyse results for
trends and provide
insight
Based on analysis and
insights – in line with other
proposed activity
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What we did
Working with five-by-five we produced reports for Activision’s key
titles in 5 languages
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•
•
•
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Star Wars: The Force Unleashed
Guitar Hero 6
DJ Hero 2
Tony Hawk: Shred
Transformers
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•
•
•
Goldeneye
Call of Duty: Black Ops
True Crime
Blur
These reports include an overview and analysis of what is being
said about the titles, where its being said, and also recommended
activity for the titles.
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How we did it
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•
•
Created search-strings and query-groups
Built bespoke dashboards to mirror report format
Trained over 80 internal users
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Games Market
•
Every game is different, but they follow a pattern
•
Issue for the industry of pre-owned sales
•
*DLC means downloadable content
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Call of Duty – Black Ops
•
•
•
•
Burst campaign
Massive launch
Multiplayer focus
Video clip sharing
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Call of Duty – Black Ops
Game released
Jeep Wrangler
COD Edition
Multiplayer
Trailer
‘Wager match’
mode announced
Prestige edition
announced
Single player
trailer
Various general game
conversations
‘First Strike’ DLC
announced
3DTV support
announced
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Halo Reach
•
•
•
Longer burn campaign
Multiplayer focus
Video clip sharing
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Halo Reach
User reviews and
general conversations
Game released
Forge World map editor
and limited edition Halo:
Reach Xbox 360 Slim
announced
DLC map pack
announced
General conversations
Cinematic trailer
E3
Cinematic trailer
Black Friday
retail deals
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Call of Duty Vs Halo
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Conversation Stages
Pre-release
• Acquiring and sharing information
• Enquiries
Release
• Ownership high
Post-release
• User reviews
• Sharing experiences
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Learnings
•
We now have a clearer picture of what drives conversation around
a game’s launch and how content strategies can be used to
maximise it’s impact:
• Content format
• Timing of seeding
• Defined target audience
• Genre of game
• Format of game
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ROI?
Possible to calculate, but
•
•
•
•
We need sales data
We need costs associated with the campaign
We need comparatives versus other (less social)
marketing
We need to incorporate the value of the assets that
have been built (communities, followers, friends, email
lists)
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Case study 2
Brandwatch – building a social Brand
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Metrics modeled on Historic Data
Marketing
ONLINE MENTIONS: 1000/month
WEBSITE UNIQUES/MNTH: 10k
DEMO REQUESTS: 1.5% of Uniques
33% of demo
QUALIFY & DEMO: requests
SIGN UP/CUSTOMER: 20% of demos
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Tips from our experience
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•
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Build your profile – takes time (Gary
Vaynerchuk/patience)
Find people with a profile and hire them
SET CLEAR OBJECTIVES
Engage in general conversations if you have
something to add
Use unique ‘social’ URLs to track click throughs
Pay attention to sentiment
View posts as the start of a conversation
Encourage others to share (and thank them if they do)
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Taking it into the Enterprise – Case study:
E.on – fitting social into the organisational
structure
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E.On - org. structure
Departments
PR, Product & pricing, Talent, Retail, Renewables…
What do they track?
Brand, plants, competitors, lobby groups, sponsorship,
campaigns, events …
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Getting the right data – the QUERY
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The art of the query
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Create the queries - E.On “Advertising”
(raw:"e.on" OR raw:"E.on" OR raw:"E.On" OR
raw:"E.ON" OR eon-uk.com OR eonenergy.com)
AND
(Ad OR Ads OR advert OR adverts OR advertising OR
advertisement OR advertisements OR TV OR television
OR commercial OR commercials)
NOT
("FA Cup" OR "i.e. on" OR site:"pressreleases.eonuk.com” OR "170. E. On R5” OR "A&E. On” OR "A.B.E.
On” OR "by M.E. On” OR "D.O.E. On" OR "do P.E. On"
OR "Ettan E. On" OR "K.E. ON " OR "M. E. On" OR …)
© 2010 Brandwatch | www.brandwatch.com
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E.On “Complaint”
(raw:"e.on" OR raw:"E.on" OR raw:"E.On" OR raw:"E.ON"
OR eon-uk.com OR eonenergy.com)
AND
(complain OR complaint OR "electricity bill"~5 OR
switch OR switching OR "gas bill"~5 OR "eletric
bill"~5 OR srj OR "ppm" OR "prepay meter")
NOT
("i.e. on" OR "fa cup" OR site:"pressreleases.eonuk.com" OR "170. E. On R5" OR "A&E. On" OR "A.B.E.
On" OR "by M.E. On" OR "D.O.E. On" OR …)
© 2010 Brandwatch | www.brandwatch.com
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Build charts
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And dashboards to show users only WHAT THEY
NEED
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What then?
That’s for you to work out!
• Focus
on the business objective
• Set targets
• Engage
• Measure the effects
• Evaluate
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The future…
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Call centres today
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Social media ‘community manager’
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Business clash
Maximise return per operator, reduce call cost/time, reduce
cost of routing calls
Vs
Focus on the customer (need)
Culture clash
Rows of specialists, formal, structured, time-sensitive
Vs
Small teams of business generalists, informal, semistructured, sentiment-sensitive
© 2010 Brandwatch | www.brandwatch.com
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Case Study: Tracking “Customer Service” in twitter
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“Customer Service” in twitter
((bmw OR bmwuk) AND
("customer services" OR "customer service"
OR "cust serv" OR custserv OR #custserv OR
"customer representative" OR "customer
rep" OR "cust rep" OR custrep)) AND
(site:twitter) -url:("twitter.com/bmwblog"
OR "twitter.com/bmw_group_news" OR
"twitter.com/bmw")
-location:us
© 2010 Brandwatch | www.brandwatch.com
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Customer service ‘index’
UK retailers ranked by positive sentiment about customer services on twitter
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
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Query
FirstDirect
Apple
John Lewis
Amazon
Ebuyer
Waitrose
Plusnet
Sainsbury's
Boots
Volkswagen
Aldi
Toyota
BMW
Debenhams
City Link
Fiat
Audi
Homebase
British Gas
Lenovo
Virgin
T-Mobile
Vauxhall
% Pos
65%
62%
59%
55%
55%
55%
49%
36%
31%
27%
27%
27%
26%
25%
25%
24%
24%
23%
22%
22%
21%
20%
20%
Rank
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
Query
M&S
Barclays
ING Direct
Sky
Easyjet
B&Q
Axa
Dell
PCWorld
Zurich
Comet
Volvo
Npower
O2
Asda
Argos
Eon
Flybe
Natwest
HP
Morrisons
Vodafone
Orange
% Pos
20%
20%
19%
18%
18%
18%
18%
18%
17%
17%
17%
17%
17%
16%
15%
14%
14%
14%
14%
14%
14%
14%
13%
Rank
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
Query
% Pos
Mercedes
13%
EDF
13%
Nissan
13%
Lloyds
13%
British Airways
12%
Talktalk
12%
Parcel Force
10%
Halifax
10%
DHL
9%
Burton
9%
Royal Mail
9%
Sony
9%
HSBC
8%
BT
8%
Virgin Media
8%
RBS
8%
Topshop
8%
Santander
6%
Ryanair
4%
Primark
3%
Samsung
2%
Ikea
0%
Data taken from the Brandwatch Customer Services Index: an index tracking the customer services
of 68 brands on Twitter; the list is ranked by % of tweets that were positive about customer services
for that brand
Philip Newman & Bryan Tookey / Reports
09.05.2011
Categorize to understand…
Types of Tweets mentioning John Lewis and other selected retailers
Non-specific
complaint about
retailer (e.g.,
“B&Q are
rubbish”)
Direct request
from Twitter
account for help
from retailer
Philip Newman & Bryan Tookey / Reports
Praise for the
retailer (e.g.,
“B&Q are
rubbish”)
Specific
complaint (but
not a direct
request for help)
Other comment
(usually from a
corporate twitter
account)
09.05.2011
In conclusion…
•
Social media is
Complex
Messy
•
•
Tools can help organize it
But there’s no substitute for rolling up your sleeves and
diving straight in
BUT
• Be sure any social media activity is directly aligned with
MEASURABLE business objectives
© 2010 Brandwatch | www.brandwatch.com
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THANK YOU for listening
Giles Palmer
[email protected]
@joodoo9
© 2010 Brandwatch | www.brandwatch.com
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