1. Tezza Yujuico, Co-Founder & COO
Monitoring a Product Launch in Social
Media

2. © Athena East, Confidential
Categoriz
e &
Analyze
Data
Smart Data,
Actionable Insights

3. © Athena East, Confidential
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

4. Our Process
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Map
Listen
FilterReport
Refine

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Know what you’re looking for
I guess
these are
all
positive.
PRODUCT ATTRIBUT
•Price
•Performance
•Warranty
•News
•Where to Buy?
•Vs Competitors

6. Gather your tools
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Monitoring Tool
Engagement Guidelines
Escalation Trees/Watchlist
Report Formats
Other internal teams

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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 1
Brand 2

8. Key Findings
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9. If you only remember 3 things…
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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

10. Athena East-Powered
Social Media Campaigns &
Communities© Athena East, Confidential

11. Tezza Yujuico
tyujuico@athenaeast.com
415.279.2283
Twitter.com/athenaeast
Thank You
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