Beware Marketers! Hammers Go Virtual

The “New” Order If you have meaningful content to share There’ll surely be ears and eyes that heed

What Constitutes Social Media?

“..I should have flown with someone else, or gone by car, because United Breaks Guitars..” Dave Carroll with his bandmates was travelling to Nebraska. This is what happened to him…. Consumer is really the KING in Social Media

United Breaks Guitars The video has received more than 5 Million views and 35,752 ratings where the average rating has been 5-stars The video attracted 22,244 Comments. “Great job!! We should do this against every company that does not respect customers” “United is on notice!”

Chaos in the “Indian” Air Highways

“Not-so-good” week for Jet Airways September 8th: Pilots call for strike September 9 th : Ground staff supports management September 10th: PM inquires about the crisis September 11th : Stalemate continues September 12th: Court orders Jet Airways to reply on a complaint they received from NAG regarding hiring of foreign pilots September 13th: Jet resumes flights after crippling 5-day strike September 14th: Jet offers 50% discount on air fare

How can the Social Media be Measured?

Mapping the Process A. Identify HUM H – High-intensity U – Untagged M - Messages D. Determine Reach C. Quantify the Sentiment & Passion B. Examine the Conversation Cloud Social Media Monitoring

Mapping the Process A. Identify HUM H – High-intensity U – Untagged M - Messages Social Media Monitoring

A. Identifying HUM Identify key keywords that could be associated with the brand / concept Compare the brand HUM vis-à-vis past or competitors Increase in the brand mentions/messages over the Internet? What are HUMs? High-Intensity Untagged Messages Messages exchanged by consumers over the Internet that have the potential to affect perceptions of a brand Untagged as no one has earmarked sentiments of these messages

Uptick in “Jet Airways” Online Search KingfisherJet Airways Air India Jet Airways Pilots on Strike 50% Discount on Air Fare Strike Called-Off Google Insights for Search

But is there any effectiveness in the upticks?  What are the Sentiments in these upticks?  How Engaging or Passionate are these upticks?  In the social medium, who have Influenced the sentiments prevailing regarding Jet Airways?  How far-reaching has been the effect among the Internet population?

Mapping the Process B. Examine the Conversation Cloud Social Media Monitoring

B. Examine the Conversation Cloud Considering that the HUMs exist, what are the general topics of discussion? To arrive at a conversation cloud, there are some customizable tools available in the market This process provides qualitative insights in to what people are saying regarding your brand What are the sources of these topics of discussions?

Conversation Cloud – Jet Airways Largest … Red | Orange | Blue | Green | Purple | Black …Smallest 3,728 Mentions

Where did these Conversations Happen? Blogs & Forums 64.2% Blogs & Forums 64.2% Twitter 20.2% Twitter 20.2% News/ Websites 14.6% News/ Websites 14.6% 1% 3,728 Mentions Video / Photo Sharing

Distribution of Mentions/Posts

Mapping the Process C. Quantify the Sentiment & Passion Social Media Monitoring

C. Quantify the Sentiment To identify the sentiment of a digital post/comment, we have used a 3-point scale Negative “…Jet Airways suffers a loss of 200 Cr. during these strikes…” Neutral “…Management meets NAG ….” Positive “…50% discount on air fare…” Get a fairly large sample (500+) of posts across media Comments, blogs, News articles, Tweets, etc Certain softwares can classify these sentiments automatically They could also be graded manually on a regular basis

Trends in Sentiments Neutral Negative Positive

How PASSIONATE are these sentiments? We have calculated the degree of passion on the scale of 0 to 1 Closer to 1 denotes higher passion Different aspects for disparate social media services For Blogs, the length of the comment and the number of unique visitors making comments were used to calculate passion For Tweets, number of brand mentions and re-tweets were considered

How PASSIONATE are these sentiments? NegativeNeutralPositive Degree of Passion of Various Sentiments

Alteration in Brand Perception High Brand Strength Passionately Negative Orientation

Mapping the Process D. Determine Reach Social Media Monitoring

D. Determine the Reach of the Sites Calculate reach for different types of social media services As the calculation differs for different services For a website, unique visitors should be considered, with a 60-second persistence level For Blogs, Blog Mentions need to be considered For SNS websites such as Twitter, Unique Authors who mentioned the brands were considered For each of these, Average Followers were combined to provide Reach

“Sentimentalised” Reach NegativeNeutralPositive In Millions Average reach of “negative” sentiments – 7 Mn per day Reach of “positive” sentiments - 9 Mn users

Influencers (or Lead Twitters) of the Airline Brands Average InfluenceFollowers Jet Airways Wall Street Journal (WSJ)44.5%69,021 Inquirer46.5%2,942 Pritish Nandy30.5%3,151 Rob Madden (Reporter)12.5%741 BBC World12.5%12,174 Kingfisher Airlines Travel Agent41.4%3,409 Mumbai Times10%625 Air India Cheth (Social Media Junkie)68.5%24,270 Hallmark News53.5%2,272 Pritish Nandy30.5%3,151

Something to Munch Before you Lunch

KingfisherJet Airways Air India A Lost “Buzz” Jet Airways Pilots on Strike 50% Discount on Air Fare Lost “Buzz”

Affecting Change through Social Media Setup Twitter account Option of real-time response to the queries Broadcast real-time updates Outreach through Facebook Initiate forums/discussions Allowing users to post doubts directly to senior management Post videos in UGC sites Create your own channel over YouTube to update customers regarding various updates Integrate content across these avenues Allow your website to direct users to the competitors offerings

Shortcomings of this Approach Inclusion of more social networking websites for evaluation Facebook / Orkut Better calculation of Passion We need to consider specific words that are being used when comments/messages are being posted E.g. “I will never travel through Jet Airways” than “Jet has cancelled flights today” Much more exact calculation of reach for websites/blogs/SNS Day-part calculations Region-specific HUMs

So next time you intend to track your brand, do monitor social media messages so that the virtual hammer does not have a real impact In Conclusion…. The monitoring is not limited to airlines (showcased in this presentation). Can be extended to other product categories Monitoring messages exchanged in social media is an effective way of knowing perceptions of your brand among consumers Using freely-available web-based tools An effective tool for evaluating word-of-mouth / viral marketing campaigns

Listen & Understand Understand the networks Identify/formulate benchmarks What are they saying about us? Analyze Map the social media avenues Identify key influencers What gets attention? Who is the driver for attracting attention? Engage and Interact Attract attention from networks Social media targeting Initiate social media intervention Company blogs / participate in forums / social network website SMM Process

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