INSEAD MBA class D12 - Examples

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Examples  Social  Media  By  Lutz  Finger  

INSEAD  MBA  D12  28th  May  2012  

Which  feature  to  choose?  

●  Our  client  thought  about  3  different  features  to  implement.  Which  one  should  they  choose?  

●  RESULT:  Ease  of  use  is  clearly  the  favorite  in  the  public  discussion  –  but  Security  was  highly  important  in  Japan.  

Understand  your  Media  Impact!  

●  Which  brand  has  managed  to  create  the  most  media  impact?    

●  Which  brand  uses  which  media  type  to  create  impact?  

●  RESULT:  Samsung  is  the  leader  in  terms  of  message  spread  (due  to  a  new  product)  and  RIM  should  focus  more  on  social  media  such  as  facebook,  UG1-­‐videos  or  UG1  images.  

1  UG  =  user  generated  

On  what  topic  to  focus?  

0   20   40   60   80   100   120   140  

Employment  

Elec_ons  

Race  issues  

Iraq  

"First  class"  

Financial  reforms  

Healthcare  

A  candidate  for  the  Singapore  ElecFon  (incl.  SenFment)  

 Posi_ve    Neutral    Nega_ve  

●  Which  topics  need  to  be  addressed  by  the  brand?  Who  should  one  talk  to?  

●  RESULT:  this  candidate  was  mainly  seen  in  conjunc_on  with  “healthcare”  discussions  but  not  associated  with  “financial  reforms”.  Fisheye  can  suggest  who  he  should  talk  to  to  spread  the  word.  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

0   5   10   15   20   25   30   35  

R2  =  0.949  

Sales  &  Social  Media  AcFvity  

Apple  has  tradi_onal  a  strong  social  media  presence.    

Acer  saw  an  increase  of  67%  in  their  sales  month  on  month    

%  Sales  Share  

Dell  HP  

 Lenovo  

Asus  Medion  Social  Media  Impact  in  ‘000  on  media  coverage  

●  Does  social  media  ac_vity  or  does  the  spread  of  your  brand  in  the  news  (via  SMI)  help  you  to  predict  sales?  

●  Our  client  measures  Sales  vs.  the  spread  of  media  ac_vity.  Also  he  measures  the  EMV  (editorial  marke_ng  value)  of  his  involvement.  

●  RESULT:  The  client  can  be3er  control  the  value  of  his  media  ac_ons.  

Stock  Price  and  Social  Media  

●  Does  the  public  percep_on  impact  your  share  price?    

●  RESULT:  There  is  a  correla_on  between  BP’s  share  price  and  the  net  sen_ment  score1  on  BP.  

1  Net  sen_ment  score  =  #  of  pos.  

men_ons  vs.  #  of  nega_ve  men_ons      

Know  who  to  reach?  ●  Who  complains  about  

your  service?    ●  RESULT:  our  client  can  

reach  out  to  help  them.  Moreover  he  has  a  metric  to  decide,  who  is  important  and  who  is  not.  

Reach  out  !  

Know  their  importance  !  

PosiFon  in  the  Media  Proportion of coverage among Axa Insurance !

and competitors in top media! Frequency!

●  Every  client  has  publica_ons,  which  are  ‘important’  for  them.  How  well  is  he  here  posi_oned  vs.  his  compe_tors?  

●  RESULT:  Axa  Insurance  needs  to  work  on  their  rela_onship  with  the  interac_ve  Investor.  It  is  talking  ac_vely  about  Axa’s  compe_tors  but  propor_onal  not  enough  about  Axa  itself.    

0  

500  

1000  

1500  

2000  

2500  

3000  

1-­‐Jan-­‐10   1-­‐Feb-­‐10   1-­‐Mar-­‐10   1-­‐Apr-­‐10   1-­‐May-­‐10   1-­‐Jun-­‐10   1-­‐Jul-­‐10   1-­‐Aug-­‐10  

 EvaluaFon  of  PR  tacFcs  

23 Feb 2010 Main ambassador named 27 April 2010

The second ambassador is announced

1 July 2010 Announced the third ambassador

21 Nov 2009 Unveiling of special mascots

29 April 2010 Council unveils national song

8 March 2010 Design revealed

Volume  of  m

en_o

ns  

May 17 2010 99 Days Countdown Celebration

PR  tacFcs  employed  for  a  naFonal  tourism  authority  over  a  7-­‐month  period  

●  Volume  or  reach  of  men_ons  over  _me  reveals  for  many  clients  what  has  worked  in  their  Media  Strategy.    

●  RESULT:  The  team  can  compare  different  events  and  plan  be3er  in  the  future.  

Originators  vs.  Proliferators    

Node  of  influence  

100  

50  

42  

75  

7  

19  

50  

45  

29  

20  

40  

30  

30  

40  

40  

60  

60  

80  

20  

150  

0   50   100   150   200   250   300   350   400  

Own  Ac_vity  

FB  Shares/likes  

Comments  

Retweets  

Bitly  clicks  

Gail  

Steve  

Ron  

VJ  

AcFvity   Response  

Gail’s  AcFvity  vs.  Response  Profile  Compared  

Gail’s  Topic  Word  Cloud  

●  Who  is  an  effec_ve  influencer?  ●  Who  talks  about  your  brand  and  is  

listened  to?  ●  RESULT:  out  of  60  ambassadors,  

choose  the  right  ones  for  a  product  promo_on.