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RAPPAPORT: Listening to Social Media Rationale and Relevant Cases for UNICEF
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Transcript of RAPPAPORT: Listening to Social Media Rationale and Relevant Cases for UNICEF
Presented to: UN Global Pulse/Unicef
Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The Advertising Research Foundation
Email: [email protected]
Phone: +1 646-465-5783
Listening to Social Media
Rationale and Relevant Cases for Unicef
July 26, 2012
2 Views of Managing Organizations
2
Gain Competitive Edge through Listening
The ability to capture, interpret and act upon signals from rich and dynamic data
The study of naturally occurring signals
words, behaviors and emotions
To bring the voice of people’s lives into the organization
Advantage therefore accrues to companies that can focus on the right information, extract the relevant signals,
process them rapidly, and modulate their organization’s behavior accordingly.
» Understand mindsets
» Discover new customers
» New product development
» Shape and sharpen messaging
» Improve existing products
» Increase Sales
» Rebrand or reposition
» Address public issues
» Manage reputation
» Provide customer care
» Increase loyalty and customer value
» Gauge effectiveness
5
Brands Use Listening to Achieve Many Standard Marketing Objectives
Brands Use Listening to Achieve Many Standard Marketing Objectives
Major Types of Listening ResearchType Typical Uses Some
Provders
Social Research
»Deep understanding of environment
»Consumer insight
»Brand/consumer relationship
»Marketing, media, advertising implications
Lexalytics, Clarabridge, SAS, IBM, Converseon, NM Incite
Social Media Monitoring
»Tracking brand and competitor mentions
»Customer service outreach
»Sentiment
»PR
»Social media campaign metrics (basic)
Brandwatch, Netbase, Sysomos, Radian 6
Search-based
»Quick reads on a wide variety of topics
»Alerting
Google Insights, Google Alerts
Hig
her
Cost
Higher
Value
Sharpen The Messages You Put Out:Gillette Fusion
Great first year sales … replacements, not so
Changed messaging … due to listening
Troubleshoot and Fix Program Problems
Put product in an online community to stimulate trial and usage, and feedback
Discovered problems … Findability, Bad Flavor
Discovered opportunities … Larger package size
Responded by … Standardizing location in supermarket, pulling bad flavor, offering bigger size to feed families
Considered to be the most successful launch in Heinz history
Final Thoughts
» Know why you’re listening … and what you want to learn.
» Many tech solutions … many promises
» Analytic strategy is key … use questions to guide your analysis
» Get many viewpoints on your findings
» Use several data sources … triangulate … for confidence
» Tell stories that bring your findings to life
»
Presented to: UN Global Pulse/Unicef
Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The Advertising Research Foundation
Email: [email protected]
Phone: +1 646-465-5783
Listening to Social Media
Rationale and Relevant Cases for Unicef
July 26, 2012