Authentic amplification or echo chamber?

Date of publication: June 15, 2016

Company: Kantar

Author: Anne Rayner

Abstract:

It's not an 'attention economy' we live in, it's an 'engagement economy'. Engagement is what leads to impact on brand perceptions, yet most brands are still aiming for 'likes' and 'shares' in their social activation. To help brands activate, social media insights needs to move beyond 'counting' to answer some strategic questions. This presentation explores what those questions are, the sorts of analysis and insights they generate, and provide a checklist of strategies that brands can follow to encourage engagement with their social content. It shares how an alcohol brand in Australia learned from these insights, implemented them, and achieved far greater success in the second phase of a national campaign. It will help brands achieve authentic amplification of digital content.

  • Video
  • This could also be of interest
Activation Authors: George Gallup
A new pretest for advertisements Authors: Werner Wyss
Measuring advertising effectiveness Authors: Steuart Henderson Britt
Possibilities or applying branding techniques to the marketing of industrial goods Authors: Karl-Heinz Strothmann
Distribution surveys about food-stuffs Authors: Philippe Baur
We are still confused- But on a higher level Authors: Niels Vinding
The role of research in finding and keeping vital personnel Authors: David North, Natalie Corson North
Discrimination testing Authors: C. Greenhalsh
Market research as an aid for premium buying policy Authors: P. J. Dobbenberg, Ger C. Schild
Using research in organising a conference programme Authors: Lorne James Rothman, Peter B. Mooney, Elizabeth Fallaw