Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

A  presenta*on  from  the  NewMR  ‘Listening  is  the  New  Asking’  Text  Analy*cs  Event    -­‐  March  8  2011  

The  sponsor  of  the  ‘Listening  is  the  New  Asking’  event  is  Zinc  Research  For  more  informa*on  about  NewMR  events  visit  newmr.org  

 The  copyright  for  this  material  is  jointly  owned  by  The  Future  Place  and  the  presenter.  

‘Online  and  Social  media  monitoring’    Jess  WhiQaker  BuzzNumbers,  Australia  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

 

 “Online  and  Social  media  monitoring”      

   Jess  Whi4aker    

Product  Evangelist      

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

So  what  can  I  listen  to?...  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

!    Brand/Organiza*on  !    Compe*tor  Informa*on  !    Broader  Industry  men*ons    !    Men*ons  of  Key  Stakeholders        e.g. CEO/Government Ministers  !    Topical  Issues  e.g.  Climate  Change    !    Current  Affairs  e.g.  Elec*ons    !    Natural  Disasters  e.g.  QLD  Floods            

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

What  can  I  do  with  the  informa?on  that  I  am  listening  to?....  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

   Measure  CAMPAIGN  EFFECTIVENESS    

Are  people  speaking  online  about  a  campaign  and/or    ini*a*ve?    

(note:  this  can  be  relevant  for  both  online  or  offline  campaigns)    

Has  volume  of  conversa*on  increased  around  the  brand/

organiza*on  due  to  the  campaign?  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

 Example:  Budget  Direct  

 “Boojay,  Boojay  –  Budget  Love.  Budget  Direct”    

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Iden?fy  OPPORTUNITIES/LEADS  

Are  consumers/general  public  discussing  relevant  

industry  or  product  areas?  

Are  you  able  to  use  these  conversa*ons  to  sell  a  product  

or  engage  in  a  community  to  either  educate  or  create  a  

buying  opportunity?        

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Example:    The  University  of  Sydney    Opportuni?es/Leads  Online    

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

     Gain  raw  INSIGHTS/FEEDBACK  Are  employees,  vendors  or  just  the  general  

public  discussing  a  brand/product/organisa*on  online?  

Can  these  conversa*ons  help  to  enhance  a  service  

offering,  aid  product  development  and/or  tweak  

messaging      

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Example: Gaining raw insights and feedback

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Measure  online  ROI  Are  you  having  trouble  convincing  management  the  

value  of  online  and  social  media?    

Do  people  within  your  organiza*on  even  recognize  that  

your  brand/organiza*on  is  discussed  online  regardless  

of  their  facilita*on?    

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

 Volume  of  men?ons  for  Qantas  Aug  –  Dec    2010  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Be  provided  with  up  to  date  CONTENT  relevant  to  your  audience  

!   Are you driving your messaging with relevant content? !   What is said online does not have to drive messaging

through the same medium – could listening to online conversations provide content for traditional press releases, research studies, website content?

!   This method steers us away from the old ‘soap box’ method

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Example: Novartis – HIV Campaign

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Understand  the  2  Organisa?on  R’S  REACH  and  RECOGNITION  

Are  you  spoken  about  on  twiQer,  and  are  there  blogs  and  

forums  men*oning  you  as  well?  

Don’t  listen  when  none  of  your  consumers  are  speaking.    

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Volumes  of  men?ons  for  Qantas  across  sources  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Iden?fy  KEY  ONLINE  INFLUENCERS      

Are  there  key  sites  or  people  that  consistently  discuss  

your  organisa*on  online?  

       

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Example:  Universal  Pictures  –  Blogger  Outreach  Campaign  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

CRISIS  COMMUNICATIONS  

!   To  have  systems  in  place  to  bring  instant  aQen*on  

to  any  poten*ally  damaging  online  ac*vity  

 –  CRISIS  COMMUNICATIONS    

 

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Example:  Insurance  Companies  in  QLD  Floods    Crisis  Communica?ons    

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Thank  you  

Jessica  WhiQaker  Product  Evangelist  BuzzNumbers  

   

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Q  &  A  

Jessica  WhiQaker  BuzzNumbers  

Ray  Poynter  The  Future  Place  

Speaker Jessica Whittaker, BuzzNumbers, Australia NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Visit  us  at:  www.buzznumbershq.com      

BuzzNumbers  Company  Profile      BuzzNumbers  is  Australia’s  leading  provider  of  Online  and  Social  Media  Monitoring.        BuzzNumbers  enables  companies  to  track  online  social  media,  news,  blogs,  forums  &  video  and  provides  powerful  capabili*es  to  analyze  trending  topics,  sen*ment,  online  media  value  and  online  influence  ranking.      The  products  strength  lies  in  its  ability  to  segment  online  data  geographically,  helping  users  understand  where  conversa*ons  are  occurring  as  well  as  covering  the  largest  amount  of  Australian  Forums  and  Blogs.      With  a  growing  porfolio  of  over  100  Australian  and  Global  Mul*na*onal  clients  across  several  sectors,  including  government,  BuzzNumbers  is  the  fastest  growing  provider  for  social  media  monitoring  in  Asia  Pacific.      The  company  has  been  recognised  in  several  awards  programs  and  was  most  recently  named  the  Start-­‐up  Company  of  the  Year  by  the  Australian  Informa*on  Industry  Associa*on  (AIIA).