8. Blogs
Social Networks
Micro Blogs
Sharing Media
Location Based
Networking
The Social Web
Consumer
rankings
Spreading
Knowledge
Sharing links
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9. A lot has happened, very fast…
1999 The start of Google. The Search Engine has changed the way we use/
regard information. Over 90 billion searches each month.
2003 The start of Wordpress – a free of charge blog engine, and
today the fastest growing CM/publishing platforms.
2005 YouTube was created. No easy/effective way to share video footage
online before that. Every mintue 24 hours of film is being uploaded.
2006 the start of Facebook and Twitter. 750 resp. 24 million global
users. Spends an average of 25 min per day on Facebook.
2007 the first iPhone was released and 12 months ago the iPad
was released. The constantly onliners are increasing!
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10. Next...
2007-2011 Online proximity & availability
”…the beginning of a mini-revolution making our online presence even more attached to our
physical presence”
- Fredrik Wass, DN Blog På Webben 5/1 2011
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12. 1800s – One to one
1900s – One to many
2000s - Many to many
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13. The consumption – Social & Smart
The Blogosphere
- Over 650 000 active bloggers
- Approx. 3,7 million blog readers
Social shopping
- Facebook shops
Twitter
- Viral elements
- Approx. 80 000 Swedish members
- Social value & News value
Social gaming
- Wordfeud, WoW
Facebook
- Real time platforms
- 4,5 million Swedes on FB
- Augm.reality, Near field comm
- High social value, ad-value
Social marketing
Google+
- 360 degrees IRL (online/offline)
- 25 million registered ww
- viral/engaging marketing
- Goliath vs Goliath
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16. Segments in the blogosphere
Interior
& Design
Fashion & Beauty Literature
& Culture
Family
Politics &
Society
Personal
Env./
Sport climate
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17. Some people conclude
“You’ve lost control of almost all of your sales process.
Accept it and change or die. (Had to go punk style)”
20/1 2011
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18. On the other hand
Social media enables a rather large glimpse into:
what’s happening? (twitter)
what’s on your mind? (facebook)
where am I? (4sq, Gowalla, Places)
what? (Quora)
what I’m watching (YouTube)
what’s in it for me? (LinkedIn)
– twitter.com/@briansolis
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19. The Brand
”It’s not what you say it is
It’s what they say it is”
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22. The Social Web
Marketing
Tree
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23. Before – more general values
Today – more personal values
Small focus groups
Large focus group
Gender
What are they saying?
Age
What are they feeling?
Region
Who is loyal?
Income
Larger brand insight
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24. The Blogosphere is our focus group
and our research tool
Brand / campaign platforms based on
consumer insights
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25. Case: Creating a new Brand Platform
Task: Consumer/brand research in Social Media
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27. 1. Search and extract the brand conversation
2. Identify the online presence (research)
=> blogosphere, facebook, twitter
3. Identify target group
=> mothers, urban and country, age 20-35
4. Analyze the conversation
=> Parameters and analytical values
5. Interpret the results
=>brand presence, associations, feelings, conclusions
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32. Today – more personal values
Large focus group
What are they saying?
What are they feeling?
Who is loyal?
Larger brand insight
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37. Social Media analysis enables…
A closer look at consumers feedback and online behaviour
Reversed and larger focus group –> asking questions retrospectively
Communicating in the right channel at the right time
Communicating a more accurate message
More accurate and less presumptive campaign briefs
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38. Coffee break – for discussion
Differences listening offline/online?
Market research vs. Social Media monitor
New possibilities online?
Come across a good example of a company that has listened?
Where are the consumers talking?
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44. Qualitative case: Landet brunsås
How many blog posts published last month?
Information shown about the blogging target group?
What measures of exposure are shown?
What measures of exposure are not shown?
Pick out a selection of these blog posts and listen? What do you hear? Tendencies,
subjects, feelings, brand associations?
= One page report on results!
Recommended sources to use: Twingly.com
Presentation/discussion Tuesday morning!
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