Embed Size (px)
DESCRIPTION
Citation preview
CASE STUDIES IN
SOCIAL MEDIA
RESEARCH: HOW ORGANISATIONS
CAN BENEFIT FROM
SOCIAL INTELLIGENCE
KEVIN SAVAGE
@K9SAVAGE
@TRUFFLENET
Marketing
2012
http://www.goingsocialnow.com/assets_c/2009/10/1-advertising+2009-726.php
MARKETING (and Market Research) HAS BECOME A BIT
COMPLICATED …
Marketing
1980s
WELCOME TO OUR WORLD …
WHY LISTEN TO SOCIAL MEDIA?
Understand
audiences
Find
influencers
Crisis
monitoring Understand
markets
Evaluate
campaigns Reputation
management
FOR EXAMPLE
Understand
markets
STREET FUNDRAISERS - UK
“Sometimes when walking
through town I'm not
listening to music but I
still wear my headphones
just so chuggers won't
annoy me.”
Evaluate
campaigns
Reputation
management
“A #Chugger is paid £8-
£10/hour next time they
approach you tell them
to quit their job and the
#charity will make over
£50/day”
“6 chuggers avoided on
the way from the bus to
the office this morning -
that's an average of 2 per
minute!”
STREET FUNDRAISERS - UK
STREET FUNDRAISERS - UK
0% 20% 40% 60% 80% 100%
Jul-11
Nov-12 Strongly positive
Positive
Neutral
Negative
Strongly negative
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Chuggers
Formal termsStrongly positive
Positive
Neutral
Negative
Strongly negative
Then and now …
Opportunity to
influence the
conversation? Street/face to face fundraisers
vs “chugger” …
STREET FUNDRAISERS - UK
0 2 4 6 8 10 12 14 16 18 20
Legal restrictions
General negative comments…
Comedy sketches about chuggers
Aggressive/innapropriate tactics…
Posts by street fundraisers
Ways to avoid chuggers
Inconvenience
How chuggers are paid
Workfare scheme and charity…
Chuggers using ipads instead…
Transfer of street fundraising to…
Doorstep chugging
Security risk (personal/banking…
Chuggers
Formal
Impact of new
legislation?
Opportunity to
influence the
conversation?
STREET FUNDRAISERS - UK
0 1 2 3 4 5 6 7
Total bans by local government
Implementing standards
Restrictions by local government
Voluntary code of conduct insufficient
Public Fundraising RegulatoryAssociation
Chuggers flouting restrictions
Universal ban
Legal Restrictions
… but many
feel it needs to
go further
New legislation
is having an
impact …
STREET FUNDRAISERS - UK
“if I remember rightly, a
signature costs the
charity about £100. It's the
chugger company (not a
charity) that are the
bastards.”
there is very little
negative sentiment
towards the charities that
use chuggers
RESPONSIBLE DRINKING - UK
Sidestepping
sarcasm
Using peer
pressure
Understand
markets
Evaluate
campaigns
Reputation
management
Understand the potential
audience - reaching
beyond the usual suspects
Campaign evaluation –
what resonates and what
doesn’t?
Drive awareness and
interest, and generate
online buzz
Achieve 228% of target
revenues with very small
budget
228%
FILM LAUNCH - UK
Understand
audiences
Evaluate
campaigns
Find
influencers
ADVANCED BREAST CANCER STUDY – LATIN AMERICA
Findings & Outcomes 1. Recommendations for a strategic opportunity for
the client to support and engage with patients
and caregivers
2. Appropriate use of language showing the
greatest empathy, based on language used by
commentators and therefore ensuring
successful engagement with patients and
caregivers
Understand
6 markets
Find
influencers
Evaluate
campaign
WHAT NEXT?
http://api.facebook.com/restserver.php?meth
od=links.getStats&urls=
site:twitter.com intitle:”on twitter” “bio*
*NHS” “location london”
THE TOOLS
Where?
How
many?
Interests
Who?
When?
What?
Content
type
Sentiment
Audience
Share of
voice
Penetration
Engagement
Actions
Share of
mind
THE QUESTIONS
Measure what you can influence
Computers don’t understand sentiment
Develop hypotheses, test ideas
Don’t be wrong for long
TIPS
CONTACT DETAILS
Trufflenet
12 Suffolk Street
London
SW1Y 4HG
T: +44 (0) 20 7812 6565
www.trufflenet.com
Kevin Savage
@K9Savage
@trufflenet
slideshare.net/trufflenet
07703 063 958
The scenario
A major cultural event in Liverpool over 3 days at
Easter
Necessity of demonstrating economic impact of the
event
Danger that local disruption it caused (including
rescheduling Premiership football) turned off locals
What Trufflenet did
Tracked social media conversation before, during and
after the event
Dug into conversations to find out who people were
going with (relatives, friends, guests) and where they
were from
Identified reasons to attend
Presented findings to workshop
Outcomes
Showed good ‘pull’ of visitors from beyond NW
Demonstrated that marketing had been informative
over engaging
Found post event generated more enthusiasm than
pre event
LIVERPOOL CITY COUNCIL - EVALUATING ECONOMIC
IMPACT
“The event exceeded our expectations
and Trufflenet’s analysis helped us to
better understand how to tweak
campaigns nearer the event.”
Kirsty Connell, Liverpool City Council
Evaluate
campaign
