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Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Listening is only half the story
Graeme Lawrence, Virtual Surveys, UK
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Consumer perceptions of Brand
Social Media Landscape Social Media Channels
Brand generated content
Consumer generated content
The Brand
Brands and Social Media
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
"Don't enter this space without a strategic plan in place"
Linda Cronin, director of media and interactive integrated communications, Coca-Cola North America
Strategy is key
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Working together with you and your customers to optimise your offering
Listening to interaction
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Listening to and analysing brand noise
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Working together with you and your customers to optimise your offering
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
“I felt totally violated”
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
A possible approach to assess social media presence
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Analysing ‘open’ data sources
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Analysing the ‘Outliers’
22/10/10 - Increase in activity led to increase
in engagement but not reach!
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
The role of interconnections
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Is listening enough?
Primary Research provides…
• The ability to test and validate the hypotheses
• More information about who we’ve reached
• An understanding of engagement
• Impact on brand image
• An assessment of impact on attitudes towards the brand
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) 16
Questions matter
How recruited?
Short-term Online Research Community
(V-Discussion)
How took part?
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) 17 17
Word cloud run on open comments: The bigger the word, the more frequently it was mentioned
Questions matter
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Final observations…
18
‘Why ask some when you can listen to all?’
The reality is you need to still do both
But we need to reframe how we do both
And the tools for both are becoming increasingly sophisticated – which clearly helps this reframing process
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Thank You
Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
Q & A
Graeme Lawrence and Dan Foreman
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