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70% of companies don't know how their
brands are performing. Do you know?
Susanna Tirkkonen
susanna.tirkkonen@m-brain.com
Twitter: @MBrainFI
M-Brain Group: What Do We Do?
• M-Brain Group provides decision-makers with speedy and accurate
business information tailored to their needs. We enable them to
benefit from information-based insight, regardless of time and
language barriers, in order to excel in their business environment.
Geographical Footprint
• M-Brain Group has offices in 7
countries:
–
–
–
–
–
–
–

Finland
Sweden
Russia
UK
France
Germany
Malaysia

• Production, sales and customer
focus in Europe, Asia providing
production resources
How to build brands today in social media?
Campaign:
Plan
Execute
Measure against targets
Start listening
• What interest groups are thinking/talking about your company? (who are
talking, where they are talking and how?)
• Make difference between different medias and channels:
– Paid (FB ads), Own (FB page) vs. Earned (other’s FB profiles)
– Facebook, YouTube, Pinterest, Twitter, forums, blogs, LinkedIn

• Choose Key Performance Indicators
– Quantitative vs. qualitative
– Pay attention to different
channels/arenas
Content and
our key message?
What is the reason
we are doing this?
Blogs

Homepage
YouTube

Other

Facebook
Twitter

Relevant is to choose environment that is suitable for your targets
and then choose how to act in these environment
#commitment/involvement/inspiring = Engagement
#Relationships replace
consumer/product focus
Influence…
The ability to inspire meaningful and measurable
action
How to measure/monitor results?
WEB ANALYTIC

CUSTOMER SURVEYS
WEB ANALYTIC

PAID

EARNED

OWN

SOME MONITORING/MEASUREMENT/KPIs
SoMe indicators that are current right now
1.

Increasing awareness: presence, orders, 3F (fans, friends,
followers): who they are?

2.

Find opinion leader : likes, sharing, sentiment

3.

Building Commitment: comments, answers, likes, sharing,
recommendations, re-tweets

4.

ROI/ROE: conversion/sales/profit – sale costs

In addition:
1. NPS (Net Promoter Score): combination of 2. and 3.

2.

SOV: development of conversation volumes vs. competitors and
sentiment etc.
IN A NUTSHELL
•

M-Adaptive gives you a real-time view of what is being
discussed and written about on the web, independent of
media type, channel, language or geographical area,
and…

•

…offers excellent tools and technology for efficient
processing, analysing and comparing of the huge
amount of information through an intuitive and unified
user interface

M-ADAPTIVE OFFERS YOU THE FOLLOWING
BENEFITS:

•

Always be aware of WHERE the discussion is
happening, WHO is discussing and in WHAT tone-ofvoice

•

You can easily analyse the results and, if needed,
modify the message or change the channel used

•

A solution that covers both social and editorial media
(including paywalled content)
HELPS YOU TO:
•

Record your communication and marketing
activity systematically

•

Monitor, measure and compare the response
across any number of channels, relating to your:
•
•
•
•

Brands
Partners
Competitors
Industry

•

Track the effects of your activities across
different media types and geographies at one
glance

•

Receive sophisticated alerts

•

Make smart actions based on real-time data
16
– React to rising opportunities

– Recognize critical influencers in the
media, in order to focus your efforts
– Get instant results and know your
public’s reactions
– Communicate in social media
through the communication console

17
Campaign Objectives
Campaign Strategy Dashboard
11/15/2013

Copyright © M-Brain 2012

20
Thank

You

M-Brain is a competitive intelligence company monitoring
and analyzing social and editorial media online as well as
traditional printed media and radio and television.
M-Brain's services are based on a unique combination of the
company's own superior harvesting technology and
intelligent human filtering and re-editing. We provide fast and
relevant information for decision making on a global basis.

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70% of companies don't know how their brands are performing. Do you know? M-Brain

  • 1. 70% of companies don't know how their brands are performing. Do you know? Susanna Tirkkonen susanna.tirkkonen@m-brain.com Twitter: @MBrainFI
  • 2. M-Brain Group: What Do We Do? • M-Brain Group provides decision-makers with speedy and accurate business information tailored to their needs. We enable them to benefit from information-based insight, regardless of time and language barriers, in order to excel in their business environment.
  • 3. Geographical Footprint • M-Brain Group has offices in 7 countries: – – – – – – – Finland Sweden Russia UK France Germany Malaysia • Production, sales and customer focus in Europe, Asia providing production resources
  • 4. How to build brands today in social media?
  • 6. Start listening • What interest groups are thinking/talking about your company? (who are talking, where they are talking and how?) • Make difference between different medias and channels: – Paid (FB ads), Own (FB page) vs. Earned (other’s FB profiles) – Facebook, YouTube, Pinterest, Twitter, forums, blogs, LinkedIn • Choose Key Performance Indicators – Quantitative vs. qualitative – Pay attention to different channels/arenas
  • 7. Content and our key message? What is the reason we are doing this?
  • 8. Blogs Homepage YouTube Other Facebook Twitter Relevant is to choose environment that is suitable for your targets and then choose how to act in these environment
  • 11. Influence… The ability to inspire meaningful and measurable action
  • 13. WEB ANALYTIC CUSTOMER SURVEYS WEB ANALYTIC PAID EARNED OWN SOME MONITORING/MEASUREMENT/KPIs
  • 14. SoMe indicators that are current right now 1. Increasing awareness: presence, orders, 3F (fans, friends, followers): who they are? 2. Find opinion leader : likes, sharing, sentiment 3. Building Commitment: comments, answers, likes, sharing, recommendations, re-tweets 4. ROI/ROE: conversion/sales/profit – sale costs In addition: 1. NPS (Net Promoter Score): combination of 2. and 3. 2. SOV: development of conversation volumes vs. competitors and sentiment etc.
  • 15. IN A NUTSHELL • M-Adaptive gives you a real-time view of what is being discussed and written about on the web, independent of media type, channel, language or geographical area, and… • …offers excellent tools and technology for efficient processing, analysing and comparing of the huge amount of information through an intuitive and unified user interface M-ADAPTIVE OFFERS YOU THE FOLLOWING BENEFITS: • Always be aware of WHERE the discussion is happening, WHO is discussing and in WHAT tone-ofvoice • You can easily analyse the results and, if needed, modify the message or change the channel used • A solution that covers both social and editorial media (including paywalled content)
  • 16. HELPS YOU TO: • Record your communication and marketing activity systematically • Monitor, measure and compare the response across any number of channels, relating to your: • • • • Brands Partners Competitors Industry • Track the effects of your activities across different media types and geographies at one glance • Receive sophisticated alerts • Make smart actions based on real-time data 16
  • 17. – React to rising opportunities – Recognize critical influencers in the media, in order to focus your efforts – Get instant results and know your public’s reactions – Communicate in social media through the communication console 17
  • 21. Thank You M-Brain is a competitive intelligence company monitoring and analyzing social and editorial media online as well as traditional printed media and radio and television. M-Brain's services are based on a unique combination of the company's own superior harvesting technology and intelligent human filtering and re-editing. We provide fast and relevant information for decision making on a global basis.