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#C360

#C360. Chris Ray. Ajantha Suriyanarayananan. Andrew Somosi. Title Here @twitter_handle. Business Leader, Global Insights, Research and Analytics @AjanthaSuri. CEO @andrew_somosi. #C360. MARKETING IN THE SOCIAL ERA. DECLINING TRUST IN INSTITUTIONS AND ADVERTISING. WORD OF

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#C360

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  1. #C360

  2. Chris Ray Ajantha Suriyanarayananan Andrew Somosi Title Here @twitter_handle Business Leader, Global Insights, Research and Analytics @AjanthaSuri CEO @andrew_somosi #C360

  3. MARKETING IN THE SOCIAL ERA DECLINING TRUST IN INSTITUTIONS AND ADVERTISING WORD OF MOUTH MAGNIFIED IN SOCIAL CO-OWNED BRAND MESSAGING AND REACH NON-LINEAR CONSUMER DECISION JOURNEY BIG INSIGHTS FROM BIG DATA #C360

  4. WHAT DOES IT TAKE TO WIN? SOCIAL MEDIA SEGMENTATION DEVELOPING FRESH, COMPELLING CONSUMER INSIGHTS FROM SOCIAL MEDIA TO INFORM: CUSTOMER SERVICE BRAND STRENGTH MEASUREMENT PRODUCT DEVELOPMENT ONLINE COMMUNITY ACTIVATION MARKETING / ADVERTISING #C360

  5. WHY IS THIS DIFFERENT? ORGANIC AUTHENTIC REAL-TIME COST-EFFECTIVE #C360

  6. EXISTING OR ORGANIC SEGMENTS? “CURLY/WAVY HAIRED GIRLS! I ALWAYS COMB MY HAIR WITH CONDITIONER WHILE I'M IN THE SHOWER TO MAKE IT MORE MANAGEABLE WHEN I GET OUT. WHEN I'M OUT, I USE BRAND X DETANGLER FOR CURLY HAIR, THEN BRUSH THROUGH. THEN I USE…” EXISTING SEGMENTS: HAIRCARE

  7. EXISTING OR ORGANIC SEGMENTS? “WE USED A MONKEY BACKPACK WITH MY OLDEST. HE WAS VERY INDEPENDENT WHEN WE WERE OUT AND ABOUT AND IT GAVE HIM THE SENSE OF FREEDOM WHILE STILL KEEPING HIM SAFE SINCE HE WAS ALSO A RUNNER” ORGANIC SEGMENTS: NEW MOMS

  8. YOUR CONTEXT MATTERS KNOWN CUSTOMERS AND PROSPECTS ONLINE COMMUNITY YOUR MARKET #C360

  9. HOW TO SEGMENT? DEMOGRAPHIC BEHAVORIAL PSYCHOGRAPHIC GEOGRAPHIC #C360

  10. Chris Ray Director of Digital Marketing #C360

  11. SEGMENTATION DRIVES PRECISION #C360

  12. WHY THIS APPROACH? • OUR FOCUS • A GAP • THE VISION #C360

  13. OUR CONSUMERS

  14. OPPORTUNITY TO DRIVE BRAND EQUITY FOR LG IN THE HOME ELECTRONICS CATEGORY 23% 68% +29% POSITIVE SENTIMENTOF LG BRAND READ PRODUCT REVIEWS IN SOCIAL MEDIA TRUST POSTED CONSUMER OPINIONS CATEGORYADVOCATES #C360

  15. SEGMENT THROUGH SENTIMENT ADVOCACY IDENTIFIED BEST CONSUMERS AND NON-CONSUMERS FOR INFLUENCER/ADVOCACY PROGRAMS IDENTIFIED BULLS-EYE TARGETS FOR 3D ADVOCACY #C360

  16. SEGMENT THROUGH SENTIMENT REACH LEVERAGE TOP SOCIAL MEDIA PLATFORMS BY UNIQUE GROUPS ADD FREQUENCY OF SOCIAL MEDIA ENGAGEMENTS AND ACTIVITIES, MAINLY AROUND MAJOR “ELECTRONICS HOLIDAYS” #C360

  17. SEGMENT THROUGH SENTIMENT RELEVANCE ENGAGE WITH CONSUMERS ON CORE FEATURES DISCUSSION FOLLOW POSITIVE AND NEGATIVE DISCUSSION, LEARN AND RESPOND #C360

  18. Ajantha Suriyanarayanan Title Here @twitter_handle #C360

  19. IDENTIFY SEGMENTSOF TRAVELLERS

  20. THE APPROACH CLEANSE BY STAGE CATEGORIZE BY SEGMENT MONITOR BY ADVOCACY 100s of MILLIONS of DAILY MESSAGES “For foreign currency transactions, use…” “I’m travelling with my 3 and 5 year old kids…” “What is a better place, price and activity than…?” #C360

  21. THE TRAVELLER’s JOURNEY PLANNING EXPERIENCING RECOUNTING “…I got a travel rewards Visa in hopes that I can travel that way in the future! We'll see! :)" Twitter.com 06/15/2011 #C360

  22. THE TRAVELLER’s JOURNEY PLANNING EXPERIENCING RECOUNTING “Have a good one dude. I hope its the kind of camping trip I used to take when I was 18. With my friends and a cooler full of brews :)” Boards.ign.com, 6/15/11 Boards.ign.com 06/15/2011 #C360

  23. THE TRAVELLER’s JOURNEY PLANNING EXPERIENCING RECOUNTING “Great Job in Portland. I had a blast and was worth the 3.5 hr drive each way. I've posted all my photos on my Picasa Album: <link>” Picasaweb.google.com 05/07/2011 #C360

  24. DISTINCT SEGMENTS ALONG THE JOURNEY PLANNING EXPERIENCING RECOUNTING Sharing photos with network SEGMENT A Noting, as advise, pleasant experiences and frustrations SEGMENT B Seeking advise on travel destinations, deals and currency SEGMENT C Sharing journey with network

  25. OPPORTUNITIES WERE UNCOVERED WHERE THESE SEGMENTS NATURALLY CONVERSE AREAS OF OPPORTUNITY ~ 10% OF CONVERSATION BLOGS BOARDS GROUPS SEGMENT A SEGMENT B SEGMENT C

  26. KEEP IN MIND… • SEGMENTATION CONTEXT (EXISTING OR ORGANIC SEGMENTS) • MARKETING OBJECTIVE • ORGANIZATIONAL CAPABILITY (DATA, ANALYTICS, EXECUTION) • BEST USE-CASE FOR EACH SOCIAL MEDIA SOURCE • DATA HYGIENE AND MEASUREMENT SCIENCE #C360

  27. LEARN MORE Gadi.Benmark@nmincite.com Jaime.Needel@nmincite.com Andrew.Somosi@nmincite.com Visit NM Incite at the Live Chat area www.nmincite.com Amit.Borenshtain@nielsen.com Carlo.Fava@nielsen.com #C360

  28. WHAT DID YOU THINK? RATE THIS SESSION USE THE MOBILE AGENDA: SELECT SURVEY FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD: NIELSEN.COM/C360 ACCESS THE ATTENDEE ONLY LINKS

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