“Musical chairs” with social media makes me dizzy! EU...©TNS “Musical chairs” with social...

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“Musical chairs” with social media makes me dizzy!

Federico Capeci Chief Digital Officer & CEO Italy, TNS Paolo Melegari People & Insight Manager, Barilla

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Chapter 1: the call

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Chapter 2: backstage

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Chapter 3: the brief

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Chapter 4: the plan

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skills insights

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Chapter 5: guidelines

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Rule #1: ”have a clear focus”

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ON topic posts

Before the kick-off*

After the kick-off*

-34%

Brief

ON topic posts

kick-off*: 1 half day presentation of the mktg project with different stakeholders

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Rule #2: ”get out from the noise and give structure to unstructured data”

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Communication assessment

Consumer Insight generation

Brand Perception

Innovation

Customer experience

Shopper analysis …

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Rule #3: ”listen to the right places at the right time”

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Forums Blogs Facebook Twitter Instagram … SN properties …

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Rule #4: ”be carefull with exaggerated opinions and assess authors’ purposes”

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Rule #5: ”not all posts are made equal, not all authors have the same relevance”

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#relevance Content Visibility

#relevance Content Engagement

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Rule #6: ”manual work is crucial, an insight is not a language related issue”

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Social data is more of this

Less of this

XXXXX @xxxxxx

XXXXX @xxxxxx

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Rule #7: ”online conversations are not just made of text”

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Sentiment of comments

Google searches

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Time Survey Competition

Rule #8: ”always benchmark data and integrate sources”

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pre post last year

Competitor A

Competitor B

Brand

< Is it high or low? >

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Postface: lesson learned

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Thank you

Paolo Melegari paolo.melegari@barilla.com

Federico Capeci federico.capeci@tnsglobal.com

TNS Italia | 11/3-13, Via Bolama, | 20126 Milan - Italy | tel.+39.02.27.07.21 | www.tns-global.it

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