PR NEWS CONFERENCE MIAMI BUILDING LIVING BRANDS … · while effectively representing the overarching brand narrative in social. ACTIONABLE How well a brand drives engagement through

P R N E W S C O N F E R E N C E M I A M I

BUILDING L IV ING BRANDS THROUGH

SOCIAL L ISTENING by Enric Llopart / Head of Digital Latin America at Edelman

@enricllopart

Brands need to make their

audience part of a shared

experience.

… and give them a reason to

engage on an ongoing basis

In a socialized, democratized media environment your brand is only

relevant if it has something unique, purposeful and consistent to say

– every single day. This is what will keep your brand top of mind

among consumers during and outside the purchase cycle.

… this is what will make your brand a LIVING BRAND

#PowerOfPR @enricllopart

3

EVOLVING THE LINEAR MODEL

CREATIVE

& ”BIG” IDEA EXECUTION

Typical planning, creative and production activities for

integrated marketing often takes

a time intensive, linear path.

STRATEGY

& PLANNING


LAUNCH

OPTIMIZE

LEARN

ADAPT

TO A RESPONSIVE

Multiple, iterative activation cycles overlay the linear path and align with emerging

trends while being responsive to changes in environment

MARKETING MODELING

4


H R

S A L E S

P R M A R K E T I N

G

C U S T O M E R

S E R V I C E

P R O D U C T

D E V E L O P -

M E N T


KEY QUESTIONS KPIs

• monthly volume of mentions

• share of voice vs competitors

• sentiment

• social sources (from Facebook,

Twitter, blogs, video sites etc.),

• top links shared from your site

• brand content that made ripples, for

good or bad reasons,

• mentions from influential people

(your brand + competitors)

• the most frequently associated

keywords and topics (your brand +

competitors

• the main topics of

interest/discussion amongst our

target groups

what did people say about

our brand and products

online? What about the

competitors?

why did people say that?

what did we do about it, if

anything?

what are the key trends and

discussions impacting our

target audiences?

WHAT ARE YOUR KEY QUESTIONS?

CO PEOPLE BRAND

INDUSTRY &

COMPETITORS

INTERESTS &

MOTIVATIONS

TRENDS CULTURAL AND

SOCIETAL

TENSIONS


Brand performance Understanding the impact of

the brand’s social activity

and getting insights to plan

& predict next steps

@enricllopart #PowerOfPR

Perception Analysis Using Social Conversation Insights to Drive Business Value and Impact Bottom Line

Mapping Earned & Social Programming to Consumer Emotion

xyz initiates

online call-for-

entries for

Chief Pet

Officer,

resulting in a

spike in UGC

In-store video hits

across multiple

social platforms

Media Coverage & Sentiment Drivers

Tone Slightly Improves Tone Unchanged Tone Becomes More Negative

National Pet Adoption Month

Behind-the-

scenes tour of the

new XYZ HQ

showcases the

unique careers,

workspaces and

culture that drive

the business

Signature story

secured at Global

Expo highlights xyz

approach to

sourcing and supply

chain management

Trainer discusses the

connection between

training and the

bond between pet

and pet parent

0%

10%

20%

30%

40%

50%

0

500,000

1,000,000

1,500,000

2,000,000

5/1

2

5/1

3

5/1

4

5/1

5

5/1

6

5/1

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5/1

8

5/1

9

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0

5/2

1

5/2

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5/2

3

5/2

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5/2

5

5/2

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5/2

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5/2

8

5/2

9

5/3

0

5/3

1

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6/2

6/3

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6/6

6/7

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6/1

0

6/1

1

6/1

2

Po

sit

ive

C

on

ve

rsa

tio

n

(Pe

rce

nt

of

To

tal)

Co

nve

rsa

tio

n

Vo

lum

e

XYZ Conversation XXXX Conversation2

a

b

c

h

g e f

i

d

j Linear trend of

conversation sentiment.

May 12th – June 12th, 2014 Conversation Trends

Bylined story features

tips for ensuring a

smooth transition for

xyz

#xyzposts are

shared online and

amplified via

Petco’s owned

channels

Pickup of

celebrity

photos spurs

additional

online sharing

and

engagement

Chief Officer

makes live in-

studio appearance

CEO interview

highlights

societal changes

in ownership and

how the business

has evolved

along with the

relationship

#xyz takeover and

call for UGC on

social platforms

November 2014 December 2014 January 2015 February 2015 March 2015 April 2015

Holiday 50th Anniversary Ongoing Storytelling & Engagement

11

Conversation monitoring


Predictive listening & analytics Using listening + algorithm

technology to preview what

will go viral next or

anticipate the number of

attendees that will

participate at your event

Competitive Landscape Gaining Insights that inform

your position in Social

against competitors


RELEVANT

Balancing editorial focus across the (1) brand, (2) industry and (3)

community. Measured by a share of content dedicated to each category .

VISUAL How visual the content developed by the brand is. Measured both by the

volume of photos/videos compared to the overall body of content, as well as

by the visual impact.

TAILORED Ability to tailor the voice and tone of content to audiences and platforms,

while effectively representing the overarching brand narrative in social.

ACTIONABLE How well a brand drives engagement through the use of strong calls to action

and compelling content. Measured as a share of posts with a CTA and the

quality of the ask.

RESPONSIVE Reflects both a brand’s commitment to responding to fans, as well as speed

at responding during business hours. Measured by Response Ratio

(responses/mentions) and average response time.

Social Impact Beyond The Numbers Evaluating Brands & their competitors across the 5 key tenof social engagement.

COMMUNITY 3,515,344

ENGAGEMENTS 6,657/day (0.19%)

SENTIMENT

RELEVANT 39% BRAND | 7% INDUSTRY | 54% COMMUNITY

Unique content mix results in highest engagement rate.

VISUAL HIGH QUANTITY | HIGH QUALITY

56% visual with strong, original & licensed partner imagery.

TAILORED VERY TAILORED | VERY ON BRAND

Tailored well to mixed audiences. Leverage XYZ and brand.

ACTIONABLE HIGH QUANTITY | GOOD QUALITY

Strong activation of large community via partners.

RESPONSIVE 3.3% RESPONSE RATE

HUGE inbound volume rarely responded to. FB posts not

allowed.

B+ B+ B+ A B+ R B B- B+

2% 13% 70% 12% 3%

CONVERSATION THEMES

• AUDIENCE: 1) Consumers 2) Business 3) Developers

• EDITORIAL: Luxury, lifestyle, sports, food, products, offers,

partnerships

• BRAND TONE: Enjoyable, rewarding, secure, fun, present

COMPETITOR XYZ

CUSTOMER SERVICE

216K MENTIONS

MOBILE PAYMENTS

64.8K MENTIONS

DEVELOPERS

40.3K MENTIONS

SMALL BUSINESS

21.8K MENTIONS

54%

14%

22%

1%

2%

7% 0% 0%

26%

22%

16%

15%

8%

12% 1%

0%

37%

16%

16%

21%

7% 1% 1%

1%

37%

21%

26%

3% 3%

10% 0% 0%

Share Of Voice Key Conversation Topics

Competitor 1 Comp 2 Comp 3 Comp 4 Comp 5 Comp 6 Comp 7 Comp 8


Influence drivers Understand which trends,

content or users are

generating relevant

conversations and

engagement


Influencer Audits & mapping Leveraging

Research and

Data to Identify

Partnerships

with Influencers

Reporting Formats / Measuring Results Against Business Objectives

Monitoring (Weekly) Engagement Reports (Monthly)

Outcomes and Performance Report

(Quarterly)

Focus • Daily Content and Community

Management

• Engagement, Reach and

Insights Analysis

• Brand Awareness, Changed Behavior,

Brand Perception and Conversions

Tools • Social Monitoring Tools, Social

CRM Tools

• Social Monitoring Tools, Native

Insights, Social CRM Web

Analytics

• Perception Analysis Tools, Surveys, Web

Analytics, Sales Data

Examples

• Engagement, Community

Size, Sentiment, Share of

Voice

• Actionable Insights

• Trending Topics and

Conversation Tone

• Blog and Influencer Mentions

• User-Generated Content

• Engagement Insights and

Analysis

• Community Growth

• Share of Voice vs. Competition

• Recommendations

• Favorable Media Coverage

• Favorable Social Media

Discussion

• Sentiment and Tone

• Consideration, Preference and Purchase

Intent

• Increase in Share of Voice

• Information Request and Lead Gen

• Campaign Objectives and KPI Tracker

• Brand Perception Analysis

• Message Penetration

Deliverable

• Customer Support Insights

including recommendations for

opportunities to Engage

• Brand and Industry Buzz

Insights

• Brand Protection and Crisis

Alerts

• Community Management and

Engagement Opportunities

• Influential Voice Identification

• Summary and Analysis of

Weekly Conversation Trends

• Engagement Insights, Success

and Recommendations

• Community and Audience

Growth

• KPI Tracker

• Day Parting Analysis

• Content Analysis

• All-Up Summary of Engagement

Performance and Conversation Insights

• Long-Term Strategy Development Based

on Insights

• Performance Analysis Against Key

Business Objectives

• Web Analytics and Campaign Reports

• KPI Tracker

Key tools Some of the leading tools we use to help create actionable insights

Web Analytics

Brand Perception

and Sentiment Analysis

Owned Channel

Reporting

Secondary Research

Listening/Monitoring

Audience & Influencer

Analysis


Free Tools Tools that can be leveraged when there is no budget for paid options


• Living Brands need to adopt responsive models to keep relevant – with

listening in the center of all they do.

• Understand the key questions your organization need to answer, and

apply listening to help do so.

• Listening is not just about marketing/comms, but about almost any area

in the organization.

• Go beyond your brand: focus on the brand-user relation and the factors

that influence that.

• Use listening not only to evaluate the performance of your digital

marketing, but also to predict the next moves.

• Create dashboards that respond to your business goals – and invest

only in those tools that let you answer the key strategic questions.

THANK YOU / QUESTIONS?

@enr ic l lopar t / enr ic .L lopar [email protected]

#PowerOfPR

Documents

PR NEWS CONFERENCE MIAMI BUILDING LIVING BRANDS … · while effectively representing the overarching brand narrative in social. ACTIONABLE How well a brand drives engagement through