Tezza Yujuico - Athena East - Tracking a Product Launch in Social Media

Tezza Yujuico, Co-Founder & COO

Monitoring a Product Launch in Social Media

© Athena East, Confidential

Categorize &

Analyze Data

Smart Data,Actionable Insights


Client: A leading chip manufacturer

Brief: • Actively monitor consumer reaction

to the launch of 2 new products in forums, online communities, and on Facebook, YouTube, & Twitter

• Potentially respond to issues and responses

Deliverables: • Daily analysis of activity• Week 1, Month 1, & Comprehensive

Reports

Our Process



Know what you’re looking for

I guess these are

all positive.

PRODUCT ATTRIBUTES•Price•Performance•Warranty•News•Where to Buy?•Vs Competitors

Gather your tools


Monitoring ToolEngagement GuidelinesEscalation Trees/WatchlistReport FormatsOther internal teams


Processing the data

“The discussions continue to be centered around the sites with early reviews (Anandtech, Engadget, Tom's Hardware, etc.), although the numbers haven't grown dramatically. There is quite a bit of Twitter activity as users retweet those reviews.”

Brand 1Brand 2

Key Findings


If you only remember 3 things…


1. Define your goals

2. Take the time to get a process and build a framework for your program.

3. Be proactive- and be flexible

Athena East-Powered Social Media Campaigns & Communities


Tezza [email protected]/athenaeast

Thank You


mailto:[email protected]

Technology

Tezza Yujuico - Athena East - Tracking a Product Launch in Social Media