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Beware Marketers! Hammers Go Virtual

Beware Marketers! Hammers Go Virtual. The “New” Order. If you have meaningful content to share. There’ll surely be ears and eyes that heed. What Constitutes Social Media?. Consumer is really the KING in Social Media.

raymond-dyer
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Beware Marketers! Hammers Go Virtual

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  1. Beware Marketers! Hammers Go Virtual

  2. The “New” Order If you have meaningful content to share There’ll surely be ears and eyes that heed

  3. What Constitutes Social Media?

  4. Consumer is really the KING in Social Media Dave Carroll with his bandmates was travelling to Nebraska. This is what happened to him…. “..I should have flown with someone else, or gone by car, because United Breaks Guitars..”

  5. United Breaks Guitars “Great job!! We should do this against every company that does not respect customers” “United is on notice!” The video has received more than 5 Million views and 35,752 ratings where the average rating has been 5-stars The video attracted 22,244 Comments.

  6. Chaos in the “Indian” Air Highways

  7. “Not-so-good” week for Jet Airways September 8th: Pilots call for strike September 9th: Ground staff supports management September 10th: PM inquires about the crisis September 11th : Stalemate continues September 12th: Court orders Jet Airways to reply on a complaint they received from NAG regarding hiring of foreign pilots • September 13th: Jet resumes flights after crippling 5-day strike • September 14th: Jet offers 50% discount on air fare

  8. How can the Social Media be Measured?

  9. Mapping the Process A. Identify HUM H – High-intensity U – Untagged M - Messages D. Determine Reach Social Media Monitoring B. Examine the Conversation Cloud C. Quantify the Sentiment & Passion

  10. Mapping the Process A. Identify HUM H – High-intensity U – Untagged M - Messages Social Media Monitoring

  11. A. Identifying HUM • What are HUMs? • High-Intensity Untagged Messages • Messages exchanged by consumers over the Internet that have the potential to affect perceptions of a brand • Untagged as no one has earmarked sentiments of these messages • Identify key keywords that could be associated with the brand / concept • Compare the brand HUM vis-à-vis past or competitors • Increase in the brand mentions/messages over the Internet?

  12. Uptick in “Jet Airways” Online Search 50% Discount on Air Fare Jet Airways Pilots on Strike Strike Called-Off Air India Kingfisher Jet Airways Google Insights for Search

  13. But is there any effectiveness in the upticks? • What are the Sentiments in these upticks? • How Engaging or Passionate are these upticks? • In the social medium, who have Influenced the sentiments prevailing regarding Jet Airways? • How far-reaching has been the effect among the Internet population?

  14. Mapping the Process Social Media Monitoring B. Examine the Conversation Cloud

  15. B. Examine the Conversation Cloud • Considering that the HUMs exist, what are the general topics of discussion? • What are the sources of these topics of discussions? • To arrive at a conversation cloud, there are some customizable tools available in the market • This process provides qualitative insights in to what people are saying regarding your brand

  16. Conversation Cloud – Jet Airways 3,728 Mentions Largest … Red | Orange |Blue | Green | Purple | Black …Smallest

  17. Where did these Conversations Happen? 3,728 Mentions Blogs & Forums 64.2% Twitter 20.2% News/ Websites 14.6% 1% Video / Photo Sharing

  18. Distribution of Mentions/Posts

  19. Mapping the Process Social Media Monitoring C. Quantify the Sentiment & Passion

  20. C. Quantify the Sentiment • To identify the sentiment of a digital post/comment, we have used a 3-point scale • Negative • “…Jet Airways suffers a loss of 200 Cr. during these strikes…” • Neutral • “…Management meets NAG ….” • Positive • “…50% discount on air fare…” • Get a fairly large sample (500+) of posts across media • Comments, blogs, News articles, Tweets, etc • Certain softwares can classify these sentiments automatically • They could also be graded manually on a regular basis

  21. Trends in Sentiments 255 56 669 467 648 490 428 13 62 640 Negative Neutral Positive

  22. How PASSIONATE are these sentiments? • We have calculated the degree of passion on the • scale of 0 to 1 • Closer to 1 denotes higher passion Different aspects for disparate social media services For Blogs, the length of the comment and the number of unique visitors making comments were used to calculate passion For Tweets, number of brand mentions and re-tweets were considered

  23. How PASSIONATE are these sentiments? Degree of Passion of Various Sentiments Negative Neutral Positive

  24. Mapping the Process D. Determine Reach Social Media Monitoring

  25. D. Determine the Reach of the Sites • Calculate reach for different types of social media services • As the calculation differs for different services • For a website, unique visitors should be considered, with a 60-second persistence level • For Blogs, Blog Mentions need to be considered • For SNS websites such as Twitter, Unique Authors who mentioned the brands were considered • For each of these, Average Followers were combined to provide Reach

  26. “Sentimentalised” Reach Reach of “positive” sentiments - 9 Mn users In Millions Average reach of “negative” sentiments – 7 Mn per day Negative Neutral Positive

  27. Influencers (or Lead Twitters) of the Airline Brands

  28. Something to Munch Before you Lunch

  29. A Lost “Buzz” 50% Discount on Air Fare Jet Airways Pilots on Strike Lost “Buzz” Air India Kingfisher Jet Airways

  30. Affecting Change through Social Media • Setup Twitter account • Option of real-time response to the queries • Broadcast real-time updates • Outreach through Facebook • Initiate forums/discussions • Allowing users to post doubts directly to senior management • Post videos in UGC sites • Create your own channel over YouTube to update customers regarding various updates • Integrate content across these avenues • Allow your website to direct users to the competitors offerings

  31. Shortcomings of this Approach • Better calculation of Passion • We need to consider specific words that are being used when comments/messages are being posted • E.g. “I will never travel through Jet Airways” than “Jet has cancelled flights today” • Inclusion of more social networking websites for evaluation • Facebook / Orkut • Much more exact calculation of reach for websites/blogs/SNS • Day-part calculations • Region-specific HUMs

  32. In Conclusion…. Monitoring messages exchanged in social media is an effective way of knowing perceptions of your brand among consumers An effective tool for evaluating word-of-mouth / viral marketing campaigns The monitoring is not limited to airlines (showcased in this presentation). Can be extended to other product categories Using freely-available web-based tools So next time you intend to track your brand, do monitor social media messages so that the virtual hammer does not have a real impact

  33. Thank You

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