Embed Size (px)
Citation preview
©TNS
“Musical chairs” with social media makes me dizzy!
Federico Capeci Chief Digital Officer & CEO Italy, TNS Paolo Melegari People & Insight Manager, Barilla
©TNS
Chapter 1: the call
2
©TNS
Chapter 2: backstage
3
©TNS
Chapter 3: the brief
4
©TNS
Chapter 4: the plan
5
skills insights
©TNS 6
Chapter 5: guidelines
©TNS
Rule #1: ”have a clear focus”
7
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
©TNS
Rule #2: ”get out from the noise and give structure to unstructured data”
8
Communication assessment
Consumer Insight generation
Brand Perception
Innovation
Customer experience
Shopper analysis …
©TNS
Rule #3: ”listen to the right places at the right time”
9
Forums Blogs Facebook Twitter Instagram … SN properties …
©TNS
Rule #4: ”be carefull with exaggerated opinions and assess authors’ purposes”
10
©TNS
Rule #5: ”not all posts are made equal, not all authors have the same relevance”
11
#relevance Content Visibility
#relevance Content Engagement
©TNS
Rule #6: ”manual work is crucial, an insight is not a language related issue”
12
Social data is more of this
Less of this
XXXXX @xxxxxx
XXXXX @xxxxxx
©TNS
Rule #7: ”online conversations are not just made of text”
13
Sentiment of comments
Google searches
©TNS
Time Survey Competition
Rule #8: ”always benchmark data and integrate sources”
14
pre post last year
Competitor A
Competitor B
Brand
< Is it high or low? >
©TNS
Postface: lesson learned
15
©TNS
Thank you
Paolo Melegari [email protected]
Federico Capeci [email protected]
TNS Italia | 11/3-13, Via Bolama, | 20126 Milan - Italy | tel.+39.02.27.07.21 | www.tns-global.it
16
