Synthesio msm10 presentation - Setting Your Monitoring Goals to Match Your Brand Personality

How to set up monitoring goals to match your brand personality

Catriona OldershawManaging DirectorSYNTHESIO UK@synthesio@CatrionaTweets

Web monitoring and research

4 distinctive brand personalities

4 common monitoring objectives

Mapping brand types against objectives helps to determine the best reasons to start monitoring and the fastest potential route to ROI

1. Find insights and trends> Clients typically sit within Research & Strategy or

Product Marketing> Pay for monitoring by channeling a % of focus group

& survey budgets into social media monitoring> Recent IAB survey of 50 ISBA members: 52% using

social media as a research tool

2. Optimise campaigns> Clients typically sit within Marketing and PR depts> Measurement = essential budget component> ROI comes from ability to increase campaign

effectiveness – on the fly and for future campaigns

Why listen?

3. Engage> Clients typically based within Customer Service & PR

(Influencer outreach)> Funded by reduction in traditional customer support

costs (e.g. less calls into the call centre)> IAB survey >> only 30% using social media to

perform a customer service function

4. Detect and manage a crisis> Corporate Comms & PR> % of traditional PR budget: catching a crisis early is a

lot less expensive than catching it later!

Volume of buzzStrength of sentimentSocial media presence# of comments / articles

Our categorisation is based on:

What’s your brand personality?

Fosters no spontaneous interest, leavingconsumers indifferent

#1 The boring brand

Volume of buzz

Sentiment

Social media presence

# of comments / article

Average

Low

Low

Low

Social profile | The boring brand

70% of all brands

There could be value in undertaking a Brand Audit for market insight and/or using monitoring to manage a crisis as it unfolds

However, social media monitoring is more a ‘nice to have’ than a burning priority

Unless, of course, you create an exception to the rule ….

Why monitor?

• We monitor Compare the Market• Yes, there has been significantabove-the-line spend, but the fact isthat they dominate share of voiceacross social media channels and have turned a ‘boring’ brand intoan ‘exciting’ brand in a crowded, commoditised market

Basic functions are more important thanbrand name

#2 The functional brand

High

High

High

Low

Social profile | The functional brand

Volume of buzz

Sentiment

Social media presence

# of comments / article

" Tell me how it works"

Your fastest route to ROI will be through listeningwhich drives engagement

Our work with Orange telecommunications shows quick and unequivocal ROI and has just won a Forrester Groundswell Award for best international B2C listening project

Why monitor?

‘Own’1. Comprehensive FAQ resource2. Orange user forum

‘Engage’ – « Fishing where the fish are »1. Listened for 12 months2. Identified where, who and what3. Hired community managers4. Reached out to forum owners and ‘super

contributors’5. Deployed a social CRM engagement platform

#2 The functional brand – Best practice

How Orange measures ROI

• Each contact centre call costs €5 to €10 to process• One highly visible online answer can be seen by

up to 50 people• Reduction in call volumes means ROI is already

« a few million Euros »

• Ability to identify and solve ‘collective problems’ before they become a major headache

• Learn from competitors – avoid mistakes and adopt good ideas

.

Appeals to desires of association and community

#3 The exciting brand

high

Average

high

high

Social profile | The exciting brand

Volume of buzz

Sentiment

Social media presence

# of comments / article

It’s a no-brainer!

To increase revenue and profitability!

Whatever your marketing objectives (retention, acquisition, brand awareness) monitoring willprovide insights to drive better decision making:

• Insights and trends• Optimise campaigns• Engage• Detect and manage a crisis

Why monitor?

Ubisoft Competitor Ranking & Campaign Measurement

#3 The exciting brand – Best practice

How Ubisoft measures marketing impact

• Key challenge: the volumes involved• We monitor 300+ games in 12 countries and rank

their performance based on volume of buzz and influence

• Each week the list of games monitored changes (+/- 30-40 games)

• Email reports can be produced with one-click, by country

• Provides an instant measure of cut-through beingachieved by PR & marketing

.

Affects your primary sources of concernand can foster anxiety and doubts that you

feel compelled to share with your peers

#4 The vital brand

Very high

average

high

Very high

Social profile | The vital brand

Volume of buzz

Sentiment

Social media presence

# of comments / article

Social media conversations are the beating heart of your brand

Again, to increase revenue and profitability!

Even if you are a pharma brand reticent about direct online engagement due to compliancequestion marks (although the tide is turning on thisone), you can benefit greatly from monitoring to:

• Uncover insights and trends• Detect and manage a crisis

Why monitor?

Insight discovery for Sanofi: Diabetes Type II

#4 The vital brand – Best practice

Product and packaging improvements

• Monitoring insights used to calibrate focus group findings across 6 countries

• Buzz weighting of topics a surprise• Lots about the day to day struggle of living with

diabetes• Practical questions – pumps vs insulin pens?• Revised product packaging and information

inserts to better reflect patients’ areas of concern& fill in knowledge gaps

.

Mapping brand types againstobjectives helps to determine the

best reasons to start monitoring and the fastest potential route to ROI!

To conclude …

Are you ready to start monitoring?

http://www.synthesio.com/blog

Catriona.Oldershaw

[email protected]

http://twitter.com/Synthesio

+44 (0)20 7788 7448