buzzdetector at a glance september, 2013

7/27/2019 Buzzdetector at a Glance September, 2013

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Buzzdetector ata glance

September 2013mercoled 11 settembre 13


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Buzzdetector way of thinking

We partner with the best third party

technology providers available tosupport the human logic.

mercoled 11 settembre 13


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www.gr8balls.blogspot.com

THE HUMAN TOUCH



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Buzzdetector way of thinking

The ability to listen for as well to understandnuances is pillar for any conversation.This ability, today, cant be delegate to algorithms:interpretation is still mostly a human process.



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Buzzdetector way of doing

How people talk What people searchThe organization

voice

Keyword alignment

First set of searches

Report

Consumers insights

Action!

Testing, implementation,

measure

Li

st

en

ing

gioved 6 dicembre 12



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Strategy is key

Brands do not live in their own world.

A listening strategy must take in consideration theentire environment in which the brand is immerse,lateral territories, adoption, users reviews, anythingthat may have an impact on brand and its market.



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Strategy is key

Without a clear preliminary strategic analysis, anylistening activity will just deliver bunch of data

hardly manageable, mostly useless.

The crucial question is: why do you want to listenfor the web?



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Strategy is key

Consumers understanding and segmentation

=monitoring and managing brand reputation



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Strategy is key

PERCEPTION CRM/CRISIS INTELLIGENCE

REPORT HANDLING INSIGHT

Think about what said

What?

Where?

Listen whos talking

What?

Where?

Look whos talking

How?

Why?

When?

Where?



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Strategy is key

CRM MONITORING/

CRISIS FOLLOWUP

BUSINESSINTELLIGENCEPERCEPTION

Giventimeframe

Top down

Lookingbehind

Focus more onissues and

Real time

24/7

Comprehensive

Statisticallypredictable

No timedefinition

Analytical

Looking forward

Focus on trendconcepts, ideasrather thanpeople



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Perception matrix

PERCEPTION REPORT MONTHLYREPORT

Territories Organization Market Competitors Lateral Topics

Rank

Key Issue

Area ofinfluence



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Perception matrix

a) Organization: how is perceived by clients, whichreaction to its proposal, waht about products and prices

b) Market: how is considered the market, which pro andcontra, which opportunity, issues

c) competitors: main competitors, pros and cons for eachof them

d) Lateral territories: which issues may be of interest for

the organization, which of them should be developed tosupport positioning, to enrich the commercial offer, to testnew trends



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Intelligence matrix

INTELLIGENCE INSIGHTMONTHLY REPORTSPECIAL PROJECT

Territories Organization Market Competitors Lateral Topics

Key Issue

Area ofinfluence



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Intelligence matrix

a) Organization: where it would like to position itself

b) Market: trends, opportunities

c) Competitors: key competitors, emerging ones,wannabes

d) Lateral territories: trends



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Marketing Keywords

PERCEPTION REPORTMONTHLYREPORT

Marketing Keywords definition:



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Marketing Keywords

To define which are the marketing keywords and match themwith SEO/SEM keywords, the research ones and create acommon semantic ground for the listening activity.



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The tool

Search

a) Simple search - Google, Blog, News,

Twitter, Video, Custom search

b) Advanced search - Booleans values and

proximity research, Trackbacks and tags

c) Real Time Search Engine

Meta Search Engine

Categorize

Manual Sentiment analysis,

Three levels of Custom categorization,

Urgenc

Marked feeds

Data visualization

a) Trend, Share, Categories, Sentiment, Proximity, Tag cloud

b) Facebook graphs - like, comment,share, content sharibility,people talking about, interaction per post type, response rate and

response timing, users activity, top influencers (up to 5.000)

c) Twitter graphs - real time trend by keyword and/or hashtags

Report

Custom report PPT, Word

with editors note, comments,

executive summary

actionable insights.

Facebook, Twitter ad hoc reporting.

Raw data for integration in other platform,

CSV and HTML export

gioved 6 dicembre 12



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The tool

- Semantic support for a better search keyword definitionand more accurate response

- 50 languages

- Automatic alert

- More than 4 millions sources

- Possibility to add any desired source



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PHTool

PHTool is an econometric model developed with theUniversity of Florence

The goal is to spot and to identify correlation betweenconversation, search, adv spending and sales



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PHTool



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PHTool

+ data

+ insightful analysis

+ markets and trends intelligence



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PHTool

Four indexes

1) Conversation level index2) Search level index3)

Advertising spending level index

4) Volume or other business level index

Each dimension included in the database (remedy, market, brand) got

a vote for each of the above indexes

This process does tend to gather and to compare trends with different

scales



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PHTool

The database is navigable per market (custom or standard),per product (comparing competitors trend), in a defined timelapse. Its possible to drill down each single point of the graphtill the single conversation.



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Special analysis

Facebook analysis

1.The strategy behind Facebook pages2.How to implement a successful strategy

3.Fans engagement

Twitter and YouTube analysis:

1.Profile of the account owner2.Connections with other commenters and topics3.Posting strategy



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Partners

These third party tools are adopted to guarantee the mostadvanced and reliable standards on the market:

SocialbakersStreamgraphs

TrendsmapMentionmappGephiHighchartsTechn

Intext



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2007 2008 2009 2010 2011 2012 2013



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Case history

Client Product Insight Action KPI

Boehringer BuscofenUser generated out of

the box productdescription

Storyboard/Test/TV advcampaign

sales +20% within twi

forst weeks on air+9% on annual base

Nestl CorporateTo distribute to internalstakeholders results oflistening activity

Executive summaryDistribution rose from 3up to 70 people in oneyear

Nestl CorporateGreenpeace activity

against Kitkat

Follow up of global

noise, advice on how tohandle it at local level

RIght decision, no

flame, 0% impact onsales

Nestl CorporatePett Pot - productrecall

Follow up of globalnoise, point of originidentification

Appropriate reaction,selection of evangelists

MSC Corporate

Costa Concordia

incident and socialmedia reactions

To implement a crisis

policy Response strategy

Peroni Nastro AzzurroAssessment Facebookpage and online activity

Advice on how toimprove postingstrategy

Significantimprovement in pageKPI

buzzdetector at a glance september, 2013

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