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Week 3 ground swell - brand monitoring
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Week 3 ground swell - brand monitoring
1.
Week 3 Communica5on Technology Development Listening to the Groundswell
Joanne Tjahyana, S.Kom, M.Mm
2.
Listening to the Groundswell
Your brand is what the customers say it is ( Bernoff and Li, 2008 )
3.
Market Research • Companies pay over $15 billion annually for
market research. • Surveys: mail, phone, internet survey • Focus groups • Designed to answer ques5ons, not to reveal consumer insights • NEW INSIGHTS from Groundswell
4.
The Social Technograpics Ladder • Creators • Cri5cs • Collectors
• Joiners • Spectators • Inac5ves
5.
The Social Technograpics Ladder: New category: Conversa5onalists
6.
The Social Technograpics Ladder
7.
US Internet Ac5vi5es
8.
US Mobile Internet ac5vi5es
9.
Two listening strategies • Set up community
• Brand monitoring
10.
Community & Brand Monitoring Case Studies
Help Starbucks Survive Brand AWacks
11.
Set Up Community (Starbucks Case Study) hWp://mystarbucksidea.force.com
12.
Set Up Community (Starbucks Case Study) hWp://twiWer.com/starbucks
13.
Set Up Community (Starbucks Case Study) hWp://twiWer.com/MyStarbucksIdea
14.
Set Up Community Starbucks Campaign pos5ng the newest Starbucks Posters with #starbucks at twitpic.com
15.
Set Up Community ‐ Starbucks Campaign pos5ng the newest Starbucks Posters to @starbucks at twitpic.com
16.
Community Vs Hate Campaign • Stop Starbucks
hWp://stopstarbucks.com/
17.
Community Vs Hate Campaign
18.
Starbucks TwiWer Campaign Hijacked
19.
Community Vs Hate Campaign hWp://www.youtube.com/watch?v=L58EKo9XYiE
20.
Starbucks Community Responses
21.
Starbucks Community Responses
22.
Starbucks Community Responses Starbucks Campaign Hijack only got 9 entries
and 75 views each Starbucks is men5oned on TwiWer about 10 5mes per minute everyday
23.
Starbucks Community Responses "The boWom line for us: We're the first to admit
that we don't control the conversa5on about Starbucks. The bad news for this campaign is neither do they. Ul5mately the community decides and we believe that's a beau5ful thing" MaWhew Guiste (Starbucks Social Media manager)
24.
Community & Brand Monitoring Case Studies – Dell Go Green
25.
Community & Brand Monitoring Case Studies – Domino’s Pizza Workers
26.
Listening Tools •
Google alerts • Tweet beep • Social men5on • TwiWer • Facebook friend feed • Black type • Technora5
27.
References • Li, C. and Bernoff, J. (2008). Groundswell:
Winning in a world transformed by social technologies. USA: Harvard Business.
28.
Proposal Presenta5on • Company Profile
• Recent Condi5on – Listen ( are there any community / brand monitoring) – Par5cipa5on in the Groundswell • User Personas / Target Audience • The Plan – Based on Re
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