the new @buzzdetector services presentation june 2015
TRANSCRIPT
Our way to work is based on a three steps process
We listen for words
We visualize concepts
We enlighten meanings
The THREE steps process
We listen for words
Through our proprietary platform we interrogate some as four millions of sources in eight languages (Italian, English, French, German, Spanish, Portuguese, Chinese, Russian)
Results are decoded by our multilingual editorial staff with strong marketing and communication background
The THREE steps process
We visualize concepts
Relevant information are translated into eye-catching, intuitive visualisation to draw attention on insights and correlation
The THREE steps process
We enlighten meanings
Any marketing activity has, or it should have, an impact on the perception of a brand or a product. Buzzdetector does measure this impact working on the changes of sentiment, SOV and tone of the conversation and with PHTool (proprietary econometric model) on the delivery to the bottomline
Results are shown in reports highlighting what’s important to client’s goal, putting in evidence what may affect it, bringing to the surface issues, trends, concepts to anticipate market, competitors
The THREE steps process
a) Nestle Italy has been Buzzdetector first client and still is client after eight years b) The monthly report for Nestle soon became a huge document of more than 200
pages, hardly manageable by the stakeholders c) The solution was WebVoices, an abridged version, custom made d) WebVoices distribution arose from 3 copies of the first release to the actual 80
copies
Reporting is crucial to help organisations is getting straight to the point without wasting time and staff
Case history
Brands do not live in their own world.
A listening strategy must take into consideration the entire environment in which the brand is immerse, lateral territories, adoption, users reviews, anything that may have an impact on brand and its market.
Without a clear preliminary strategic analysis, any listening activity will just deliver bunch of data hardly manageable, mostly useless. The crucial question is: why do you want to listen for the web?
Strategy is key
Strategy is key
Look who’s talking
How? Why?
When? Where?
Listen who’s talking Think about what said
What? Where?
PERCEPTION
REPORT
CRM
HANDLING
INTELLIGENCE
INSIGHT
What? Where?
Strategy is key
Given timeframe
Top down
Looking behind
Focus more on issues and their holders
Real time
24/7
Comprehensive
Statistically predictable
No time definition
Analytical
Looking forward
Focus on trend concepts, ideas rather than people
PERCEPTION CRM INTELLIGENCE
Perception matrix
PERCEPTION REPORT MONTHLY
Territories Organization Market Competitors Lateral Topics
Rank
Key Issue
Area of influence
a) Organization: how is perceived by clients, which reaction to its proposal, what about products and prices
b) Market: how is considered the market, which pro and contra, which opportunity, issues
c) Competitors: main competitors, pros and cons for each of them
d) Lateral territories: which issues may be of interest for the organization, which of them should be developed to support positioning, to enrich the commercial offer, to test new trends
Perception matrix
a) MSC Cruises is a multinational cruise company operating worldwide b) Buzzdetector became global partner of MSC in 2011 c) We develop the matrix model to set up the request of 42 countries and to deliver
a priority check to each issue d) Monthly reports, crisis and event reports in six languages
Today the report is organised following two axis: 9 major destinations and 8 topics
Case history
Along with the monitoring platform, we have developed two other proprietary tools to enrich our offer.
PHTool
Influencer Monitoring Dashboard
Tools
An econometric model to measure the impact, if any, of conversation and social activity on the bottom line.
A project developed along with the University of Florence, Strategic Marketing and Communication Course.
PHTool
More data
More insightful information
More intelligence
PHTool
Four parameters Trends Patterns Intelligence
Four indexes
Conversation level index Search level index Advertising spending level index Volume or other business level index
Each dimension included in the database (remedy, market, brand) got a vote for each of the above indexes
This process does tend to gather and to compare trends with different scales
PHTool
Methodology step by step:
Data scatter plot analysis vs variables Linear regression to define relation between variables Conversation clusters finding Weighted average index Normalization of values Output analysis
PHTool
1. Boehringer Ingelheim is one of the most important pharma companies in the world
2. We became partner in 2008. 3. The first assignment was on Buscofen and delivered a terrific insight that turned
into a successful TV adv with strong impact on sales 4. PHTool was developed starting from the knowledge on the Pharma market due to
the Boehringer account
For 18 months we tracked the Analgesici market and with PHTool we were able to detect major issues and opportunities arising from the competitors activity, their impact on sales and how the TV adv pressure delivered against the bottom line
Case history
Any event, any crisis is pushing new actors on the social media stage at a great pace People able to deliver large audience as well as specific audience People with the power to modify their fans/followers attitude towards an industry, a brand, a product
Monitoring the influencer
To identify, to follow the influencers is crucial
It’s crucial to spot new comers and to recruit them eventually It’s critical to be able to have a track of their activity across various events It’ s a must to distribute in real time positive contents and to react appropriately to any threats
To answer to all these questions there is Buzzdetector‘s Influencer Monitoring Dashboard
A flexible, fully customizable tool to gather the influencers, actual and prospect, in one environment with all the information at hand in real time
Monitoring the influencer
A widget-based fully-responsive dashboard monitoring a custom list of influencers
Search is on hashtags, accounts, words
A recap of their activity sort by date or by Twitter followers or by the content produced
A section devoted to gather the activity on hashtags and official accounts from the generic audience
Monitoring the influencer
The tool is real time
It’s fully customizable
It’s responsive
It works in 8 languages
No limit to the number of Influencers
Active 24/7 across multiple days events
Data are stored on Buzzdetector Monitoring Platform for any post analysis and to have them in your database
Monitoring the influencer
1. The first client to use the tool has been Versace, the global fashion brand 2. We work for Versace since 2014.
The request from Versace was to have a tool able to monitor groups of key people within major events and for PR purpose.
The dashboard is able to perform these tasks and it is currently adopted for any event and on a daily base.
Case history
The translation of data into information intelligible for the end user calls for a new aesthetic in representing.
We used to represent some hundreds of information with pies, bar charts. How can we pretend to represents thousands and thousands of information with the same charts?
The shift from interaction quantity to interaction quality
Visualization
1) to identify a strong unique perspective
Visualization
2) To stress details so to get the best and most complete
outlook
3) To look for visual inspiration from the broadest number of sources
possible
Fill the space with image of your audience
of choice
4) To catch audience attention, the real payback
1. We are proud partner of the International Journalism Festival in Perugia since three years
2. We cover the live event with custom made dashboard for Twitter and with comments published every evening on the Festival website
3. Two years ago the Festival decided to explore the crowdfunding option and launched a campaign
4. Buzzdetector collected all the data and prepare a stunning visual report presented at the Festival along with Accurat
Case history
Facebook analysis:
The strategy behind Facebook pages How to implement a successful strategy Fans engagement
Twitter , Instagram, YouTube analysis:
Profile of the account owner Connections with other commenters and topics Posting strategy
Special research
Whenever there is an event, a crisis, Twitter proved to be a key place to follow.
We have developed along with some of our tech partner one page dashboard, fully responsive, custom design to provide a global coverage of what’s going on Twitter.
Live Twitter listening
These partners are selected to guarantee the most advanced and reliable standards on the market:
Socialbakers 4Flying Trendsmap Mentionmapp Gephi Highcharts Accurat Falcon Media
Tech Partners
www.buzzdetector.com
@buzzdetector
@buzzflows
@gianandrea
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