helping clients conquer social media - prime-conference.co.uk · case: future of light objectives...
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London, UKWednesday, 17th September 2014 from 2pm
Vice President on Ketchum’s Global Research and Analytics team
Helping clients conquer social mediaBen Levine
Social Media Measurement SolvedYour Questions Answered. Presented by
29+ Million
Social Media Measurement SolvedYour Questions Answered. Presented by
Social Media Overload
Overload can lead to..
Trying to track and measure everything
Choosing the wrong tools
The counting game
SMM for SMM’ssake
Social Media Measurement SolvedYour Questions Answered. Presented by
Great opportunity
Social Media Measurement SolvedYour Questions Answered. Presented by
Make findings actionable
the What the Insight the Idea/Opportunity/Action
Big trend to share aviation experiences in terms of food,
design and innovation
Prompt to get quirky aviation ideas, ultimate flying menu, uniform
suggestions from general audience with reward to strong entries
Spikes in ironing conversation are most prominent on Sundays, as
consumers are eager to share their domestic experiences
Scope to join the conversation around Sunday household routines
either via comical or helpful tips and tricks.
The unsweetened version is by far the largest point of conversation
around Almond Breeze
Campaign opportunity to nominate “Sweet enough already” friend to
push and own unsweetened variety even further
Social Media Measurement SolvedYour Questions Answered. Presented by
Measurement: Social Media Model
Monitor Social Media
Social Listening
Strategic Listening
Social Intelligence
Reactive Alerts
Google Alerts
Periodic check-ins on social channels
Monitor ‘owned’ social embassies,
Monitor social for ‘bad’ news
Listen to brand conversations
Follow competitors& industry trends
Listen and engagewith a purpose
Enterprise listening strategy
Insights to inform or recalibratemarketing or
business strategy
REACTIVE PROACTIVE
FREE TOOLS MULTIPLE TOOLS
BIG DATA INSIGHTS
Plan for Strategic Listening While Implementing Social Listening
Social Media Measurement SolvedYour Questions Answered. Presented by
Case: Future of Light
Objectives
• Amplify and drive traffic to Future of Light report and associated articles (in partnership with PSFK)
• Engage target audience and reach new, ‘non- traditional’ influencers via PESO model
• Actively participate in future of light conversation online
Social Media Measurement SolvedYour Questions Answered. Presented by
Case: Future of Light
Social Media Measurement SolvedYour Questions Answered. Presented by
Identifying trends
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Daily online mentions of Fo L– 1st April – 30th June
Men
tio
ns
Dialight unveiled their new SafeSite LED High
Bay range
Strong trade and consumer uptake on GigaOm article around Philips hydroponic
growing
#Internet Controlled #LED
#Necktie
News around the high efficacy LED tube from Osram
Daily online mentions of Fo L– 1st April – 30th June
Social Media Measurement SolvedYour Questions Answered. Presented by
Taking part in the conversation
Social Media Measurement SolvedYour Questions Answered. Presented by
In summary…a word from Ziggy Stardust
“The actual context and state of content is going to be so different to anything that we can really envisage at the moment. Where the interplay between the user and the provider will be so in simpatico it’s going to crush our ideas of what mediums are all about. The idea that a piece of work is not finished until the audience come to it and add their own interpretation on what the piece is about, is the grey space in the middle. That grey space in the middle is what the 21st century is going to be about.”--David Bowie Interviewed by Jeremy Paxman in 2000