Digital Voodoo and Alterian SM2
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Digital Voodoo uses SM2 to help clients understand the impact of social media and position their brands. Some key benefits of SM2 for Digital Voodoo include being able to monitor multiple clients cost-effectively, gain insights from social conversations quickly and easily, and measure ROI by using SM2's historic data back to 2007. Demonstrating how social media affects clients generates more business for Digital Voodoo.
Digital Voodoo and Alterian SM2
- 1. Alterian Case Study Digital Voodoo Client Helping brands see social media in a new light Company: Digital Voodoo Website: Overview are often marketers from major brands who discover a www.digital-voodoo.com An expert in applying the social web to business, Dave social media presence for their brand they never knew Evans founded marketing consultancy Digital Voodoo in about, following a simple search with SM2. Headquarters: 1994 and is the author of Social Media Marketing: An The agency also takes advantage of SM2’s extensive Austin, Texas Hour a Day. historical data which comparable tools don’t have. “Being Industry: able to show the level of conversation for two years Social Media Marketing Digital Voodoo’s specialty is helping businesses such as running and establish a baseline is very valuable to clients. Premier Global, The Austin Children's Museum and We can show them real-time conversations about them Size: Meredith Publishing recognize the impact social media today but knowing the long-term level of awareness, Main office in Austin, Texas, USA will have and make the changes necessary to position means we can analyze the impact of new activity which Strategic Partnerships with: the brand, product or service for the best success on the helps establish ROI,” continued Evans. Austin, TX: Social Web Strategies, social web. Based in Austin, Texas, the social media FG SQUARED consulting and implementation firm also has clients in Operational benefits Buenos Aires, Argentina: LOOPPA South America and India, where Evans works with India’s One of the key features which stood-out for Digital New Delhi, India: 2020Media and 2020Social. Voodoo’s business was SM2’s cost structure, which 2020Media/2020Social charges by a set number of search results, not on the Listening to what is happening in the social space plays a total number of searches carried out. Evans explained: Solution: major role in the team’s efforts, helping to inform “We can monitor as many client profiles, topics and Alterian SM2 strategic plans and win new business. “Monitoring the sub-categories as we need, while other tools charge for social web helps establish a baseline on which to build additional users or extra profiles, restricting search campaigns and is fundamental in establishing their ROI,” behavior. With any data exploration you need to be able Results: explained Evans. “Being able to show a client or to dig in any direction you want and SM2 supports this 1. Digital Voodoo has cost effective prospect what’s being said about them also acts as a approach.” monitoring across multiple clients powerful motivator to become active in the space and 2. Social media insight can be gained increase their customer engagement.” Dave and his team have found other functions well- quickly and easily designed for consultancy use, such as SM2’s automated 3. Historic data back to 2007 allows a Monitoring provides the wake-up call workflow. Multiple clients are dealt with easily as different baseline for measuring ROI of Having first discovered Alterian SM2 while researching his search results are filtered to different teams to act upon; campaigns book, Evans began using the monitoring platform at essential when tens of thousands of search results are 4. Demonstrating to clients how Digital Voodoo a few months later. “The book meant I had being generated for big brands. SM2’s API lets them social media can improve their to examine all the major social media monitoring combine its output with other applications for further operations generates business for platforms. It soon became obvious that Alterian had a few analysis, while the XLS and XML export options allow Digital Voodoo stand-out features like its API, historic data, breadth of easy sharing and manipulation of report data. sources and reporting options, which were unique and “Sentiment tracking often gets a bad press due to all the made it compelling, especially at such a competitive price Synopsis irrelevant spam it drags-up but with SM2, you can largely point.” Digital Voodoo uses SM2 to monitor avoid it by re-tagging items, refining your sentiment and track conversations, taking Various brands are yet to fully tap the opportunities monitoring all the time,” commented Evans. “I read advantage of several features which presented by social media, as Evans explained: “Many about a project being done for Dyson (vacuum cleaners) benefit an agency-side usage of the companies not taking advantage of the social web still and they kept getting ‘sucks, sucks, sucks’, which got software. They use SM2 to help think that if they’re not running a social campaign, their tagged as negative and it’s obviously not. With SM2, you customers recognize the impact customers won’t be talking about them. SM2’s reports just re-tag a search result and it doesn’t appear again.” social media will have and make the quickly show how wrong this assumption can be and changes necessary to position the provide a catalyst for a new way of thinking for the brand. brand, product or service for the best With SM2, we turn on the listening tool and see what success on the social web. people are saying. It shows something of value to a client every time and they want to know more. Next we understand if it’s helping or hurting the client and start creating a social strategy from there.” During his workshops, including those developed for the American Marketing Association, Evans notes that there
- 2. Alterian Case Study Digital Voodoo Alterian Digital Voodoo client projects Alterian (LSE: ALN) empowers University Federal Credit Union (UFCU) provides a marketers with an integrated marketing wide range of financial services to people in Texas and software platform combining database, was keen to understand how social media could be online and operational marketing applications on a shared data applied to the credit world. Rather than start with a infrastructure. The Alterian Integrated Facebook or Twitter presence, or take an educated Marketing Platform makes it practical guess on what to do, Digital Voodoo, as a strategic and cost effective for marketers to use partner of agency of record FG SQUARED (also of actionable insight to execute an Austin, TX), set-up SM2 to monitor what was going on. integrated marketing strategy across UFCU knew a lot of their student customers were active online and offline channels. in social media but didn’t realise so many small It is the unique integration of analytics, businesses were too. The listening project established content and execution through our a baseline and comfort level with social media and led industry leading tools, such as the to a larger implementation program. Alterian Messenger email platform, and the award winning Content Cricket, anyone? Management solutions, which enables Cricket is a hugely popular sport in India and fan sites marketers to drive a seamless, multi- for the teams are hot properties. Working with channel customer experience. 2020Social, based in New Delhi, the team set-up a Alterian’s analytically-led software is listening program to assess the base levels of delivered to approximately 1,000 conversation around specific clubs and cricket-related marketing departments, across 26 issues. Listening revealed relatively low levels of countries, and an international network conversation outside of the actual match play, so a of more than 100 business partners, strategy was suggested which involved creating including marketing services providers, conversations around multiple aspects of a team, as agencies and systems integrators. Its well as cricket in general plus the year-round role of partners, such as Accenture, Acxiom, Allant Group, Cap Gemini, Carlson players in the community. Marketing, Experian, Epsilon, InfoUSA, LogicaCMG, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver Alterian Showing organizations how to improve software alongside their own domain their business and services expertise to help market leaders such as Princess Cruises, “The social web is very different to what many marketers General Motors, Zurich, Astra Zeneca, are used to,” said Evans. “Once you monitor and realize HSBC, Limited Too, AEGON, Avis, what people are saying about you, areas for improvement Worldwide Wrestling Entertainment, can’t be rectified just by intensifying PR or advertising. We Dell, Amnesty International and use SM2 to help clients recognize that social insight can Vodafone integrate marketing help change their overall operation and hence improve the processes and drive competitive advantage. For more information about way people talk about their company. SM2 then lets you Alterian, products within the Alterian see if you’ve succeeded by listening to your customers.” Integrated Marketing Platform or our Monitoring the social web helps Digital Voodoo’s clients Partner Network, please visit www.alterian.com. understand that the way they conduct themselves drives the online conversation, whether it’s brand, product or UK & European Headquarters service-related. “When companies get to this break- Alterian through point, all of a sudden they see the social web in a The Spectrum Building Bond Street whole new way and recognize the size of the opportunity. Bristol They want to build an organization that invites customers BS1 3LG into a collaborative process and use customer feedback to UK improve engagement.” T +44 (0) 117 970 3200 F +44 (0) 117 970 3301 “Showing clients the conversations and opportunities they’re missing out on and how they’re affecting them North American Headquarters makes them sit-up and take notice. The next question is Alterian Inc. 35 East Wacker Drive ‘how do we use this intelligence to improve how we run Suite 200 our business, in the social web era’. SM2 is the platform Chicago, IL 60601 which makes this possible,” concluded Evans. USA T +1 312 704 1700 F +1 312 704 1701 © 2009 Alterian. All trademarks belong to their respective owners.