Enviar pesquisa
Carregar
Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts
•
Transferir como PPT, PDF
•
1 gostou
•
1,072 visualizações
Influence People
Seguir
Denunciar
Compartilhar
Denunciar
Compartilhar
1 de 20
Baixar agora
Recomendados
Giles Palmer-Monitoring Social Media Case Study
Giles Palmer-Monitoring Social Media Case Study
Influence People
The World’s Simplest Brands
The World’s Simplest Brands
Zohar Urian
CES review_ Will 2016 be the year of 360 VR_ - Inside CI
CES review_ Will 2016 be the year of 360 VR_ - Inside CI
genycaloisi
Koru wearables trends 2013
Koru wearables trends 2013
KoruLab
Brandwatch Masterclass: Channels
Brandwatch Masterclass: Channels
Brandwatch
How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)
How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)
Brandwatch
Stephanie Lichtenstein - How to Play The Social Media Game -
Stephanie Lichtenstein - How to Play The Social Media Game -
Influence People
Social Media for Small Business
Social Media for Small Business
Influence People
Recomendados
Giles Palmer-Monitoring Social Media Case Study
Giles Palmer-Monitoring Social Media Case Study
Influence People
The World’s Simplest Brands
The World’s Simplest Brands
Zohar Urian
CES review_ Will 2016 be the year of 360 VR_ - Inside CI
CES review_ Will 2016 be the year of 360 VR_ - Inside CI
genycaloisi
Koru wearables trends 2013
Koru wearables trends 2013
KoruLab
Brandwatch Masterclass: Channels
Brandwatch Masterclass: Channels
Brandwatch
How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)
How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)
Brandwatch
Stephanie Lichtenstein - How to Play The Social Media Game -
Stephanie Lichtenstein - How to Play The Social Media Game -
Influence People
Social Media for Small Business
Social Media for Small Business
Influence People
Greg rollett presentation
Greg rollett presentation
Influence People
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Influence People
Radian 6 Cory Hartlen - How to Become a Listening Company
Radian 6 Cory Hartlen - How to Become a Listening Company
Influence People
Data and Analytics In The Digital Age
Data and Analytics In The Digital Age
Nigel Wright Group
Brandwatch Vizia Webinar: UK 30th Sept 2013
Brandwatch Vizia Webinar: UK 30th Sept 2013
Brandwatch
Webinar: Take Your Brandwatch Data Anywhere
Webinar: Take Your Brandwatch Data Anywhere
Brandwatch
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Influence People
Making Social Media Work for Barclaycard
Making Social Media Work for Barclaycard
Influence People
Youtube Deep Dive: Youtube Live & Google Hangouts
Youtube Deep Dive: Youtube Live & Google Hangouts
Doug Daulton
Momo #10 Amsterdam
Momo #10 Amsterdam
Peter Luit
Who Moved the Projector?
Who Moved the Projector?
Bob Snyder
Whats My Brand
Whats My Brand
David Deubelbeiss
Whats My Brand
Whats My Brand
David Deubelbeiss
PDT: 18 Design Trends @ CES 2014
PDT: 18 Design Trends @ CES 2014
Nick Cucci
Ursa Major - RendezVIEW
Ursa Major - RendezVIEW
ursamajorcampaigns
memBrain STORM Report: CES 2021
memBrain STORM Report: CES 2021
Jennifer Sullivan
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
CLICKNL
Etv
Etv
Mark Cuban
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Innovation is Everywhere
Presentation archos corporate
Presentation archos corporate
Loic Poirier
Presentation archos corporate
Presentation archos corporate
Loic Poirier
ARCHOS 2016 Presentation
ARCHOS 2016 Presentation
Julien Labbé
Mais conteúdo relacionado
Destaque
Greg rollett presentation
Greg rollett presentation
Influence People
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Influence People
Radian 6 Cory Hartlen - How to Become a Listening Company
Radian 6 Cory Hartlen - How to Become a Listening Company
Influence People
Data and Analytics In The Digital Age
Data and Analytics In The Digital Age
Nigel Wright Group
Brandwatch Vizia Webinar: UK 30th Sept 2013
Brandwatch Vizia Webinar: UK 30th Sept 2013
Brandwatch
Webinar: Take Your Brandwatch Data Anywhere
Webinar: Take Your Brandwatch Data Anywhere
Brandwatch
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Influence People
Making Social Media Work for Barclaycard
Making Social Media Work for Barclaycard
Influence People
Destaque
(8)
Greg rollett presentation
Greg rollett presentation
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Jennifer Neeley Lindsay - Can Sentiment equal Success?
Radian 6 Cory Hartlen - How to Become a Listening Company
Radian 6 Cory Hartlen - How to Become a Listening Company
Data and Analytics In The Digital Age
Data and Analytics In The Digital Age
Brandwatch Vizia Webinar: UK 30th Sept 2013
Brandwatch Vizia Webinar: UK 30th Sept 2013
Webinar: Take Your Brandwatch Data Anywhere
Webinar: Take Your Brandwatch Data Anywhere
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Br...
Making Social Media Work for Barclaycard
Making Social Media Work for Barclaycard
Semelhante a Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts
Youtube Deep Dive: Youtube Live & Google Hangouts
Youtube Deep Dive: Youtube Live & Google Hangouts
Doug Daulton
Momo #10 Amsterdam
Momo #10 Amsterdam
Peter Luit
Who Moved the Projector?
Who Moved the Projector?
Bob Snyder
Whats My Brand
Whats My Brand
David Deubelbeiss
Whats My Brand
Whats My Brand
David Deubelbeiss
PDT: 18 Design Trends @ CES 2014
PDT: 18 Design Trends @ CES 2014
Nick Cucci
Ursa Major - RendezVIEW
Ursa Major - RendezVIEW
ursamajorcampaigns
memBrain STORM Report: CES 2021
memBrain STORM Report: CES 2021
Jennifer Sullivan
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
CLICKNL
Etv
Etv
Mark Cuban
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Innovation is Everywhere
Presentation archos corporate
Presentation archos corporate
Loic Poirier
Presentation archos corporate
Presentation archos corporate
Loic Poirier
ARCHOS 2016 Presentation
ARCHOS 2016 Presentation
Julien Labbé
CES Preferred Select S
CES Preferred Select S
Harold750Potts
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
360i
Digital Natives - Session 1 - The Digital Revolution
Digital Natives - Session 1 - The Digital Revolution
Bart Muskala
About Gruptech Cloud Innovations Products and Services
About Gruptech Cloud Innovations Products and Services
José Rigoberto Salas Chacón
12 Years of Synergy Integrated MarCom
12 Years of Synergy Integrated MarCom
Synergy Integrated MarCom India Pvt. Ltd.
Apple's Design Language
Apple's Design Language
Wayne Caswell
Semelhante a Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts
(20)
Youtube Deep Dive: Youtube Live & Google Hangouts
Youtube Deep Dive: Youtube Live & Google Hangouts
Momo #10 Amsterdam
Momo #10 Amsterdam
Who Moved the Projector?
Who Moved the Projector?
Whats My Brand
Whats My Brand
Whats My Brand
Whats My Brand
PDT: 18 Design Trends @ CES 2014
PDT: 18 Design Trends @ CES 2014
Ursa Major - RendezVIEW
Ursa Major - RendezVIEW
memBrain STORM Report: CES 2021
memBrain STORM Report: CES 2021
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
LoyaltyGrid explained | KvK Mix & Match Monday - Martin Palamarz, 19 jan 2015
Etv
Etv
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Consumer electronic show (ces) 2015 report - Wearables, robots, smart home, a...
Presentation archos corporate
Presentation archos corporate
Presentation archos corporate
Presentation archos corporate
ARCHOS 2016 Presentation
ARCHOS 2016 Presentation
CES Preferred Select S
CES Preferred Select S
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
Digital Natives - Session 1 - The Digital Revolution
Digital Natives - Session 1 - The Digital Revolution
About Gruptech Cloud Innovations Products and Services
About Gruptech Cloud Innovations Products and Services
12 Years of Synergy Integrated MarCom
12 Years of Synergy Integrated MarCom
Apple's Design Language
Apple's Design Language
Mais de Influence People
Are We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PR
Influence People
How to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your Organisation
Influence People
Blogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger Perspective
Influence People
Monitoring for the Gaming Industry
Monitoring for the Gaming Industry
Influence People
Crafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social Media
Influence People
Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media
Influence People
Closing the Last Mile
Closing the Last Mile
Influence People
B2B Social Media Marketing
B2B Social Media Marketing
Influence People
Marketing for Generations
Marketing for Generations
Influence People
Stream Marketing and Content Automation
Stream Marketing and Content Automation
Influence People
Social Influence-A New Dimension of Marketing
Social Influence-A New Dimension of Marketing
Influence People
Brandwatch Monitoring Solution
Brandwatch Monitoring Solution
Influence People
Attentio - Simon McDermott
Attentio - Simon McDermott
Influence People
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Influence People
Glide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-Holder
Influence People
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
Influence People
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Influence People
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Influence People
Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-s...
Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-s...
Influence People
Brandwatch - How to Plan and Manage Your Social Media Monitoring
Brandwatch - How to Plan and Manage Your Social Media Monitoring
Influence People
Mais de Influence People
(20)
Are We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PR
How to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your Organisation
Blogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger Perspective
Monitoring for the Gaming Industry
Monitoring for the Gaming Industry
Crafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social Media
Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media
Closing the Last Mile
Closing the Last Mile
B2B Social Media Marketing
B2B Social Media Marketing
Marketing for Generations
Marketing for Generations
Stream Marketing and Content Automation
Stream Marketing and Content Automation
Social Influence-A New Dimension of Marketing
Social Influence-A New Dimension of Marketing
Brandwatch Monitoring Solution
Brandwatch Monitoring Solution
Attentio - Simon McDermott
Attentio - Simon McDermott
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Glide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-Holder
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-s...
Buzzdetector - Gianandrea Facchini - Using Social Media Monitoring to Crowd-s...
Brandwatch - How to Plan and Manage Your Social Media Monitoring
Brandwatch - How to Plan and Manage Your Social Media Monitoring
Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts
1.
Generating ROI from Social
Media Engagement Giles Palmer CEO, Brandwatch giles@brandwatch.com Tel: +44 (0)1273 234 293 ©2010 Brandwatch | www.brandwatch.com
2.
What is ROI? ayback
from investment > cost SSUES: iming and context of the organisation easuring the payback essage: ROI depends on the context © 2010 Brandwatch | www.brandwatch.com 2
3.
Social media marketing
to drive TRAFFIC -consultancy isit to econsultancy.com = £0.62 TRATEGY: ngage online via bbc blogs, specialist forums, bazaarvoice, answering questions on linkedin, wiki & yahoo answers © 2010 Brandwatch | www.brandwatch.com 3
4.
e-consultancy ost ~ £10k eturn
– traffic @ £0.62 per visit Direct £11k Search < £44k Other benefits © 2010 Brandwatch | www.brandwatch.com 4
5.
Brandwatch rticle on Fresh
Networks 22nd April 38 Clicks (5 yesterday) 5 Demos Customers £20k Revenue © 2010 Brandwatch | www.brandwatch.com 5
6.
Social media MONITORING
& MARKETING et objectives inding the conversations et benchmarks nly show users what they need ive it time © 2010 Brandwatch | www.brandwatch.com 6
7.
Setting the OBJECTIVES onitoring
vs marketing ligned the two ligned with org. structure © 2010 Brandwatch | www.brandwatch.com 7
8.
Fitting into org.
structure E.On DEPARTMENTS PR, Brand & comms, Talent, Retail, Renewables… WHAT DO THEY WANT TO TRACK? Brand, plants, competitors, lobby groups, sponsorship, campaigns © 2010 Brandwatch | www.brandwatch.com 8
9.
Find the conversations
– Getting the queries RIGHT Disambiguation – http://en.wikipedia.org/wiki/Comet © 2010 Brandwatch | www.brandwatch.com 9
10.
© 2010 Brandwatch
| www.brandwatch.com 10 (Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR "perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover? OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener? OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard" OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys -crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike" -hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes" -Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky" -"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet Tavern" -Nostradamus -"comet chaser" ……
11.
Editing queries –
FALSE EFFECTS © 2010 Brandwatch | www.brandwatch.com 11
12.
Benchmarking ebstats onversion rates olume of
conversation entiment ompetitors ype of conversation © 2010 Brandwatch | www.brandwatch.com 12
13.
Benchmarks – DIFFERENT
INDUSTRIES © 2010 Brandwatch | www.brandwatch.com 13 1. The most popular brands have an unmanageable number of daily mentions 2. The volumes vary with industry; people only blog etc.. about things they are passionate about Daily mentions* of Videogame s Electronics Fashion Cosmetics Business services Beer ...most popular brands in that industry 17,000 e.g. Halo Reach 12,000 e.g. Ipad 4,000 e.g. Nike 3,000 e.g. Chanel 2,000 e.g. Xerox e.g. Budweiser400 z 15 3 e.g. Samsung R780 13 e.g. La Redoute 8 e.g. Charles Worthington 1 e.g. Lumigent e.g. Kronenbourg20 ...less popular brands e.g. Tron: evolution * Based on average Sept data for 5 popular and less popular brands
14.
Benchmarks – INTERESTING
MENTIONS © 2010 Brandwatch | www.brandwatch.com 14 CiscoHondaE.onPantene Not interesting (e.g. passing mention) Interesting to read Interesting and worth acting on 99% 1% c. 0.1% 65% 2% 33% 79% 20% 1% 24% 52% 24%
15.
Benchmarks – VOLUME ©
2010 Brandwatch | www.brandwatch.com 15
16.
Benchmarks – SENTIMENT ©
2010 Brandwatch | www.brandwatch.com 16
17.
Only show users
WHAT THEY NEED ustom dashboards ead only dashboards eports © 2010 Brandwatch | www.brandwatch.com 17
18.
Getting it right
can take TIME and ITERATIONS © 2010 Brandwatch | www.brandwatch.com 18
19.
ROI example For one
client, in a 1 month period Number of posts tracked ~100,000 Filtered to 4,500 Actual engagements < 2% Number of increased views 25,000 Increase in positive tonality 11% Decrease in negative tonality 25% ROI 558%
20.
Our tempting OFFER THANK
YOU for listening Giles Palmer giles@brandwatch.com @joodoo9 20© 2010 Brandwatch | www.brandwatch.com Free access for 1 month www.brandwatch.com/ For first 10 sign ups
Notas do Editor
WHAT DO YOU WANT people to say about you?
Workspaces:SummaryBrandCampaignsUK Industry NewsCompetitors - Corp BrandsCompetitors - Retail BrandsCompetitors - Intell tier 2SustainableTalent AttractionMeteringCustomer ServiceRenewable PlantsSecurityCentral NetworksProducts & PricingGeneration PlantsE.On Corporate Read only vs full access
Baixar agora