Brand24

6. Business recognized the Social Media power.
There is a need for monitoring and response.

8. These tools work well but only for
the U.S. market.

9. There is a need for effective monitoring tool
for Polish Internet.

11. Brand24.
Brand24 is a tool for Internet
monitoring and sales support.
This is a quick way to get to the
discussions associated with your
brand, product or topic.
Brand24 is also a source of
analysis thanks to which you will
learn, among others, the most
influential social media users.

12. Brand monitoring.
Most effective way for social media
monitoring and analytics.

13. Buzz tracking.
Brand24 allows You to track Internet buzz.
From Facebook, Twitter and Youtube to
blogs, message boards.

14. Alerts.
Brand24 provides You with robust
notification service that allows You to
react immediately.

18. The main appliances.

21. Number of contents.
From 6 June to 6 November there
has been 32 471 contents.
In some weeks, appeared almost
3.5 thousand entries!
These statistics relate to the „open
Facebook”. Assuming that the open
profiles is 15% gives it an
enormous number of over 216 000
entries devoted to the brand Frugo!

22. Sentiment / tone of content.
negative
7%
positive
45%
neutral
48%

23. Number of content in comparison to other brands
data from 1-7th June

24. Number of people posting certain amount of mentions.
25000
20000 19160
17010
15000
10000
5000
1892
88 170
0
10 or more 6-9 mention 2-5 mentions 1 mention sum
mentions

26. Opinions in regard of new version of Onet.pl

27. Sentiment.
Positive statements about
the renewal of Onet.pl
were over 2x more than
the negative statements.

28. Sources.
Dominated publications on
the information portals.
Revitalisation was also
commented on blogs and
forums a lot.

29. Influence ranking.
The biggest influence on the
discussion related to the
new version of Onet.pl had
the popular bloggers:
Przemyslaw Pajak and
Grzegorz Marczak.

31. Case Nestle.

32. Kaszki Nestle - liczba treści – ogółem i w podziale na
dni
Informacja o problemach z kaszkami Nestle po raz pierwszy pojawiła się w wypowiedziach Polaków mieszkających w Wielkiej
Brytanii oraz Irlandii . Pierwszy odnotowany wpis Polaka dokonany w języku angielskim miał miejsce 5 sierpnia. Pierwszy wpis
polskojęzyczny na Facebooku miał miejsce 9 sierpnia i był wpisem Polki mieszkającej w Norwegii.
Właściwa część zaczęła się po godzinie 22:00 26 sierpnia i pierwszym skupiskiem były osoby mieszkające w Poznaniu. Od soboty
nastąpił bardzo szybki przyrost wpisów.

33. Case Orange.

34. Analisys.
The analysis was based on
Internet monitoring of contents that
includes the posts, from 1 to 31
October 2011.

35. Number of comments per day - September 2011
10 923 contents 5 675 contents
1200
1000
800
Orange T-Mobile
600
400
200
0

36. Number of comments per day - October 2011
18 834 contents 5 586 contents
2500
2000
1500
Orange T-Mobile
1000
500
0

37.  Orange marketing activities in early September - the first introduce of free
codes that allow them to obtain recharging - it caused a strong commitment
from Internet users.
 There was a viral video "Adolf i faktura z Orange," which received good
performance views and put the brand Orange in a negative light; users
opinions also showed that the brand at least, in this context,
is perceived negatively.
 Cases of brand hijacking and creating fake profiles pretending to be shares
with the code promotions.

39. User generated viral movie content example

40. Participation in all communication events of the
Orange brand in September 2011
Comments
about codes
promotion
30%
Other content
58%
Viral movie
„Adolf i faktura
z Orange”
12%

41. Number of comments per day for the Orange brand -
September 2011
1200
Codes promotion
1000
800
600
400
200
0

42. Codes promotion examples

43. Number of comments per day for the Orange brand -
September 2011
1200
Viral movie
1000
800
600
400
200
0

44. Participation in all communication events of the
Orange brand in October 2011
Other content
22%
Comments
about fake
profiles
78%

45. Number of comments per day for the Orange brand -
October 2011
2500
fake profiles
2000
1500
1000
500
0

46. http://www.facebook.com/WarszawskiImprezowyRozkladJazdy?sk=wall

47. http://www.facebook.com/KodyOrange?sk=wall

54. Case Tesco.

55. Analysis.
The analysis was based on
Internet monitoring of contents
that includes the posts, from 1 to
31 October 2011.

57. Content distribution by the days – Tesco phrase
2000
1800
1600
1400
1200
1000
800
600
400
200
0
Posting the viral "Nieemitowana reklama Tesco" has resulted in a very dynamic growth in
the number of content on the Tesco brand. On 1-20 October 2011 the average daily
number of contents was 99, then from 21 October to 31 October the average daily
number of content has increased to 552

58. Share structure
inne 2,4%
kominek.tv 0,4%
kiepy.pl 0,4%
jaramsie.pl 1,7%
demotywery.pl 1,0%
sadistic.pl 1,3%
jaramsie.pl 1,7%
kwejk.pl 16,0%
youtube.com 75,1%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%
Most of the content included linking to the two sites - YouTube.com and kwejk.pl (which
actually contained a widget posted from YouTube)

59. Authors with the largest reach in social media

60. Content structure
link and additional
comment
49% Link only
51%
Half of content are links only, and other half provide additional user generated content

61. Sentiment content
Negative neutral
0% 4%
positive
96%
Sentiment has been evaluated only for these shares which included any comments.
Among the contents of only one comment was clearly negative. So it is considered that
the film has been rated by the users very positively!

62. Positive terms
Positive reactions
expressed by
emoticones
Others 18%
37%
„Hahahaha” and
others reactions with
laughing
17%
„Mega!”
1%
„Genialne” „Wiedz że coś się
1% dzieje” and the other
„zajebista reklama” quotes
1% 25%

63. Additional levels of efficiency
1,00%
0,82%
0,80%
0,60%
0,40% 0,28%
0,20%
0,00%
should display on TV I will go for shopping
Some comments were concerned with issues related to the displaying advertisement in
television, and some other contained a desire to shop in Tesco.

64. Future.

65. Future.
Spending on Social Media in the U.S. will
increase from 1.5 billion dollars in 2011 to
4.2 billion in 2015 (Forrester Research
Forecast).
Internet / social media monitoring will
develop faster in the next 3 years and will
rise four-fold.
More than 60% companies defines social
media monitoring as one of the most
important tasks in the coming years. Source: emarketer.com 2009 - 2011