70% of companies don't know how their brands are performing. Do you know?

Susanna Tirkkonen

susanna.tirkkonen@m-brain.com

Twitter: @MBrainFI

M-Brain Group: What Do We Do?

• M-Brain Group provides decision-makers with speedy and accurate business information tailored to their needs. We enable them to benefit from information-based insight, regardless of time and language barriers, in order to excel in their business environment.

Geographical Footprint

• M-Brain Group has offices in 7 countries:

– Finland – Sweden – Russia– UK– France– Germany– Malaysia

• Production, sales and customer focus in Europe, Asia providing production resources

How to build brands today in social media?

Campaign:

PlanExecute

Measure against targets

Start listening

• What interest groups are thinking/talking about your company? (who are talking, where they are talking and how?)

• Make difference between different medias and channels: – Paid (FB ads), Own (FB page) vs. Earned (other’s FB profiles)– Facebook, YouTube, Pinterest, Twitter, forums, blogs, LinkedIn

• Choose Key Performance Indicators– Quantitative vs. qualitative– Pay attention to different

channels/arenas

Content and our key message?What is the reason we are doing this?

Homepage

Blogs

Facebook

YouTube

Other

Twitter

Relevant is to choose environment that is suitable for your targets and then choose how to act in these environment

#commitment/involvement/inspiring = Engagement

#Relationships replace consumer/product focus

Influence…

The ability to inspire meaningful and measurable action

How to measure/monitor results?

PAIDEARNED

OWN

WEB ANALYTICWEB ANALYTIC CUSTOMER SURVEYS

SOME MONITORING/MEASUREMENT/KPIs

SoMe indicators that are current right now

1. Increasing awareness: presence, orders, 3F (fans, friends, followers): who they are?

2. Find opinion leader : likes, sharing, sentiment

3. Building Commitment: comments, answers, likes, sharing, recommendations, re-tweets

4. ROI/ROE: conversion/sales/profit – sale costs

In addition:

5. NPS (Net Promoter Score): combination of 2. and 3.

6. SOV: development of conversation volumes vs. competitors and sentiment etc.

• M-Adaptive gives you a real-time view of what is being discussed and written about on the web, independent of media type, channel, language or geographical area, and…

• …offers excellent tools and technology for efficient processing, analysing and comparing of the huge amount of information through an intuitive and unified user interface

M-ADAPTIVE OFFERS YOU THE FOLLOWING BENEFITS:

• Always be aware of WHERE the discussion is happening, WHO is discussing and in WHAT tone-of-voice

• You can easily analyse the results and, if needed, modify the

message or change the channel used

• A solution that covers both social and editorial media (including paywalled content)

IN A NUTSHELL

HELPS YOU TO:

• Record your communication and marketing activity systematically

• Monitor, measure and compare the response across any number of channels, relating to your:

• Brands• Partners• Competitors• Industry

• Track the effects of your activities across different media types and geographies at one glance

• Receive sophisticated alerts

• Make smart actions based on real-time data

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– React to rising opportunities

– Recognize critical influencers in the media, in order to focus your efforts

– Get instant results and know your public’s reactions

– Communicate in social media through the communication console

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Campaign Objectives

Campaign Strategy Dashboard

04/10/2023 Copyright © M-Brain 2012 20

Thank You

M-Brain is a competitive intelligence company monitoring and analyzing social and editorial media online as well as traditional printed media and radio and television.

M-Brain's services are based on a unique combination of the company's own superior harvesting technology and intelligent human filtering and re-editing. We provide fast and relevant information for decision making on a global basis.