HEADSHIFT AUSTRALASIA

MAY 2009

Wina ng a l i * S o c ia l Ra da r
Commercial in Confidence

Social Media Monitoring for Corporate Companies
CONTENTS
1 ABOUT SOCIAL MEDIA
An overview of the current socialtechnical trends that are changing the landscape of traditional websites. Headshift’s Winangali Social Radar provides companies with a powerful monitoring system to “listen” to the conversations online for nominated products and brands. This overview provides summary information on our easy-to-use platform that aggregates conversations occurring in the social media landscape. The process of “listening” empowers the management to gather valuable indirect customer feedback, tap into trends as they are evolving, protect and enhance your brand, and for example, avert a product crisis before it becomes a viral marketing disaster. Underpinning key principles to the rise in popularity of social media is the ease of use, collaborating with others who share your interests, and the building of connections consequently creating a network of influencers. The ease of use has enabled the rise of mass influence channels where consumers share their experiences and voice their opinions, while others make comments, rate and review your products and services. The written complaint sent directly to the manufacturer has been superseded by social media platforms with a wider international audience. A current case study - still playing out across the social media landscape - is the “Motrin Moms” , where the backlash against an advertising video on their website, spread across hundreds of blog posts, Twitter streams, a dedicated Facebook group, and the traditional media. Within 2 days, the crisis was almost unstoppable. The advertisement was pulled, the manufacturers apololgised, but the Moms’ aren’t stopping yet and it will remain to be seen how the scenario continues and how it concludes. Follow the story here: http:// blogs.forrester.com/groundswell/ 2008/11/the-groundswell.html

2 WHY LISTEN?
Conversations are happening about your product or service do you know what your customers are saying?

3 THE SOCIAL RADAR
How the Headshift Social Radar “listens” to the conversations and how the data is gathered.

1. ABOUT SOCIAL MEDIA
It is estimated that there are currently 475 million internet users, worldwide - aged between 16-54 years old. Of these, 5.1 million are Australian. Recent research has identified a fundamental shift in the behaviours of consumers - how we research products, how we share opinions, rate and review products and the influence “word of mouth” marketing is having on purchasing decisions. A report released by Universal McCann, in September 2008, “When did we start trusting strangers?” says:

4 ABOUT HEADSHIFT
Our team Our clients

* Winangali We'd like to acknowledge the Kamilaroi people of northern New South Wales for the inspiration to name our radar Winangali which means to listen, to watch, to hear.

“ The result is an influence economy that is forcing everyone in the public realm including the owners of products and brands to become more transparent, open, conversational, and honest. They have to rethink the way that influence is distributed and the role of marketing communications in an information landscape dictated by consumers.”

HEADSHIFT AUSTRALASIA PTY LTD

www.headshift.com

HEADSHIFT AUSTRALASIA

MAY 2009

2. WHY LISTEN?
Conversations

are occurring about your brand, your product, or your service - do you know what is being said? of major companies are making a substantial effort to manage reputation risk yet only 34% said they regularly monitor social media and only 10% participate despite social media gaining influence amongst consumers and investors evaluating companies.
82%
Photo courtesy of NASA/JPL-Caltech

BEYOND SIMPLE ACTIVITY REPORTING...
Our solution and focus goes beyond simple activity reporting analysis with graphs and charts - all that tells us is something is happening but not what is happening! Headshift provides dynamic conversation monitoring and analysis by experienced social media consultants.

THE BENEFITS WE OFFER:
* protect and enhance your brand * find out what they are saying about your brand * find out what they are saying about your competitors * use the results to inform your social media strategy * opportunities to engage directly with your customer
paid for communications except sampling” - Universal McCann Sep’08.

“All aspects of personal experience and personal recommendations are stronger influences than any traditional

3. HOW DO WE LISTEN?
The social media landscape requires a new, more conversational approach that allows a less controlled, open and transparent platform to engage with your customers and a wider audience. Target audiences should be encouraged to discuss and share their thoughts openly, while organisations can become part of these conversations through actively listening and responding. Headshift conducts research that identifies where the target audience are in the social media landscape, both through demographics research, and product key words and brand names. We then tap into and subscribe to the conversations through areas such as: • video and photo sharing, eg. YouTube and Flickr • blogs,

• microblogging, eg. Twitter, • social networks, eg. Facebook, • niche communities, • discussion forums, • customer product review sites, eg. Get Satisfaction • chat rooms Headshift’s Social Radar then aggregates the conversations and presents them for monitoring into the one place, on a series of dynamic web pages, where updates are regularly received and can be responded to or watched for trends and complaints. The Social Radar becomes one of the most powerful sources of direct customer feedback, and expands into a new form of marketing communications for the organisation.

HEADSHIFT AUSTRALASIA PTY LTD

www.headshift.com

HEADSHIFT AUSTRALASIA

MAY 2009

5. ABOUT HEADSHIFT Some of Our Clients

OUR TEAM
Anne Bartlett-Bragg Managing Director PhD candidate, MEd (Adult Ed), BEd (Adult Ed), Dip HRM, Dip eLearning, Cert IV TAA. Anne specialises in the creation of innovative communication networks and learning environments with social media. Most recently she designed the first national mentoring program (MentorNet) for young women entrepreneurs in 2007, developed entirely in social media - a finalist in the Forrester Groundswell awards in 2008.

PhD candidate

How we use Social Software
EXTERNAL COMMUNICATIONS:
• • • • • Reputation management Crisis management Issue management Participation via extranet Participation via website

MARKETING & PR:
• Campaign management • Media relations • Monitor brands and markets • Corporate social responsibility • Promote a product

James Dellow Senior Business & Technology Consultant Master of Business & Technology (MBT) James assists organisations maximise the value of social software to meet business objectives, providing expertise on social computing strategies and integrating social software tools with current IT systems. James brings a wide range of experience from government, professional and blue chip companies. Shelley Gibb Community Management Consultant B.Bus in Human Resource Management, Dip. e-Learning Shelley is a community manager and online moderator for Headshift in a number of active communities. She is currently studying a Masters Degree in Adult Education at the University of Technology, Sydney where socially focussed e-Learning strategies are her key areas of research.

• Recruiting • Thought leadership

INTERNAL COMMUNICATIONS:
• Intranet replacements • Leadership communications • Newsletters • Learning & development • Employee engagement • Change management

TEAM CO-WORKING:
• Communities of practice • Collaborative project management • Creating, editing and organising documents

USER ENGAGEMENT:
• Creating community • Social Networking • Engaging with customers • Co-developing with users

INNOVATION / R & D:
• Innovation and creativity • Rapid prototyping • Social newsreading • Social bookmarking

KNOWLEDGE SHARING:
• Collaborative research • Market intelligence • Personal learning • Ad hoc conversations • Informal learning • Finding people and expertise

SALES AND CLIENT SERVICES:
• Key account management • Co-ordinating sales pitches • Building deeper relationships • Client recruitment and retention

HEADSHIFT AUSTRALASIA PTY LTD

www.headshift.com

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