online conversations, consumer generated content and social media data. ! Very simply, we monitor and analyse peoples’ online conversations on every type of website.! We can iden@fy and ﬁlter out your target customer group within the internet and develop insights into these peoples’ conversa@ons and interests, their consumer preferences, and their views on speciﬁc brands and products. We use this analysis to recommend ac@ons and provide commercial intelligence to our clients that will directly help them make more proﬁt. At SocialSense we have a simple, bottom-line focus; We research ways for our clients to make more proﬁt. We only give our customers informa@on that we can demonstrate will make a clear improvement to their boLom-‐line.
"blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" "blah" In 2012, 33 million people in the UK aged 16-50 accessed the internet every day 82.5% to use social media and content-sharing websites 84% to ﬁnd or share information about products and services
People today spend more time reviewing products online than they do on the high street. People use reviews, blogs, forums, and social media posts and shares on the internet to form their commercial decisions.
to study your target customers’ interests, their consumer preferences, and their views on speciﬁc brands and products. The information we have been able to give our clients has made a dramatic impact to their bottom line. Product Improvement Develop new products or improve your existing products by listening to your customers’ opinions and interests.! Marke@ng & Brand Image Acquire new customers and maximize the retention of your existing customers by creating a differentiated brand aligned with your target customers’ interests.! ! Our work falls under 2 broad categories: We are the consulting arm of Brandwatch.
your compe@tors’ products; including ones you may not currently oﬀer. Conclusions from the reviews and comments made about them. Insights into what inﬂuences your target customers’ purchasing interests. e.g. Do they prefer quality or discounts? Insights into what is popular and/or receiving the most aLen@on in your industry at the moment. Intelligence on the features of your proposed new products. Assessment of their poten@al popularity. Analysis of how fashions and trends change over @me. What the current fashions are among your customer group, and whether they are dying out or building momentum. • Product Development : Intelligence gathered to guide the development of new products. Develop New Products Assess Exis@ng Products SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
cri@cally assess the popularity of your exis@ng products, and/or the alignment of your exis@ng products with current fashions. Clear, detailed summary of what has been said about your products across the web; on TwiLer, Facebook, product review websites, blogs and forums, etc. Areas for improvement will be iden@ﬁed. If liLle or no meaningful conversa@ons about your products exist, insights into their popularity can be gathered by analysing a range of comparable products that share similar characteris@cs. Intelligence gathered comparing the popularity of your products against the popularity of your compe@tors’ products. Intelligence that highlights gaps between your current products and what the market really wants. An analysis of what is currently popular among your target customers, compared against your current product range. Develop New Products Assess Exis@ng Products Our Products: Product Improvement! SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
changed our product ‘X’. Analyze which has been more popular. “ “ Analyze how our product ‘X’ compares against our rival’s product ‘Y’. ” “ Our compe@tors have the following 4 products which we do not oﬀer. Analyze how popular these products are…” “ A rival is expanding into our market. How likely are they to steal business? What do customers think? How much aLen@on does this new development receive? “ “ We are considering introducing 5 new products. Find evidence to support the poten@al popularity of each one… (e.g. review similar products, fashions etc.) “ “ What new products could we develop? What interests our target customers within our industry? (e.g. BBQ industry; is it spicy food? Is a viral Mexican food advert sejng the trend?) “ “ What interests our target customer group in general? Do they dream of summer holidays? Do customers want discounts? Are there seasonal changes?“ “ For our product ‘X’, detail all cri@cisms and improvement areas… “ What do customers think of our compe@tor’s products? What do our target customers really want? What does the public think of our products? • Examples of Product Improvement ques@ons that have come up in our past discussions with clients: Our Products: Product Improvement! SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
Intelligence gathered to assess and improve the ROI of your marke@ng and PR. Improve Online Presence Assess Marke@ng Performance Tune Your Brand Image Assessment of where your company should be engaging online, and how. Clear analysis of how conversa@ons in your industry are dispersed across all social media sites, forums, blogs, general websites, etc. and their respec@ve levels of audience reach. On each site; detailed analysis of which topics are being discussed, in what style, and conclusions on how best to tap into these conversa@ons. Analysis of the key inﬂuencers in your industry; tweeters, blogs, hobby websites etc. Data informed conclusions on how much of an impact they make. Clear, detailed breakdown of your compe@tors’ online presence. Which ﬁrm is domina@ng which site, which ﬁrm has expanded over @me on which type of site, and how the public have responded. Monthly or Quarterly reports assessing your online brand expansion progress. Metrics to track your progress, and analysis sugges@ng improvements and highligh@ng ineﬃcient eﬀorts that have received liLle audience aLen@on. Assessment of how conversa@ons in your sector have occurred over @me. Whether conversa@on ﬂow is steady, seasonal, or characterized by drama@c events, and whether compe@tors are taking advantage of this. SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
public views your company brand, and to improve your brand alignment with current trends and fashions. Insights into what is popular and/or receiving the most aLen@on in your industry at the moment. Iden@ﬁca@on of gaps between your brand image and current, popular themes that capture your target customer group’s aLen@on. Clear assessment of how your company is viewed and spoken about. Comments and topics separated by sen@ment analysis; any nega@ve comments or complaints will be detailed. Analysis of How fashions and trends change over @me. What the current fashions are among your customer group, and whether they are dying out or building momentum. Improve Online Presence Assess Marke@ng Performance Tune Your Brand Image Our Products: Marketing & Brand Image! SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
to cri@cally assess the performance and impact of your marke@ng campaigns. Intelligence that highlights gaps between your current marke@ng campaign, and what is popular and/or receiving the most aLen@on in your industry at the moment. Analysis of whether your customer engagement campaign has been well executed. Were customers sa@sﬁed? Was the campaign simple to par@cipate in? Assessment of your compe@tors’ current or past marke@ng eﬀorts. Lessons to be learnt from their successful campaigns. Intelligence comparing how the Public have viewed and spoken about your company over @me. To what extent have your marke@ng eﬀorts changed or increased your image. Assessment of your online marke@ng success across all websites. How your share of online presence increased over @me, and data to es@mate whether you engagement has reached a large audience. Your eﬀorts can be closely compared against your compe@tors. Improve Online Presence Assess Marke@ng Performance Tune Your Brand Image Our Products: Marketing & Brand Image! SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
saying about us vs. our compe@tors? Which websites are conversa@ons taking place on? “ “ How does our image and presence today compare to e.g. 6 months / 1 year ago? How much of this can be directly aLributed to our marke@ng campaigns? “ “ Has our marke@ng campaign (e.g. online prizes) been well executed? e.g. What are par@cipants saying? Is the campaign simple or too complicated? Do people like the prizes? “ “ Can you provide a monthly statement of metrics and analysis about our online marke@ng performance? “ Cri@cally assess marke@ng performance “ We are thinking about launching a ‘XYZ’ new campaign. How well has something like this worked in the past for other ﬁrms? Key lessons to take away? “ What is our brand image and presence? How should we be engaging online? “ What topics are people discussing online within our industry, and on which sites? Are people talking about problems we can help with? Are people asking for advice on which product to buy? How should we engage online with our target customers? “ “ How do conversa@ons plan out over @me? Were there any drama@c events or seasonal changes that caused increases and/or spikes in conversa@ons? Did compe@tors take advantage of this to gain exposure? “ “ Among the topics that are being discussed within our industry, how and where do brands ﬁt in? How and where are we men@oned? What is our compe@tors’ share of voice? How much of this is ‘organic’, and how much is a result of online marke@ng campaigns? “ • Examples of Marke@ng & Brand Image ques@ons that have come up in our past discussions with clients: Our Products: Marketing & Brand Image! SocialSense | www.makesocialsense.com Brandwatch | www.brandwatch.com
230! Contact:! The information in this document has been checked for accuracy and completeness, however SocialSENSE shall not be liable for any errors or omissions. The views and opinions expressed in this presentation are those of the authors in their private capacity, and do not represent the views of Heron’s other brands. Brandwatch | www.brandwatch.com SocialSense | www.makesocialsense.com