Following a couple of days of intense humidity and soaring temperatures, the heavens opened this afternoon and thunder and lightning ensued in central London. Watching on from Centre Point we managed to catch a rare glimpse of the lightning as it appears to strike scarily near the HSBC building!
The first of Onalytica’s new monthly seminars on New Trends in Marketing Communications will take place on Thursday 7th July 2011, from 3pm to 6pm at our offices in Centre Point, London.
This series of seminars will be addressing the new trends in marketing communications. The first seminar in the series will focus on: Influencer Marketing.
Influencer Marketing is a rapidly emerging discipline in Marketing Communications whereby marketing initiatives are focused more directly on key opinion formers or ‘influencers’. In other words – influence the influencers and they will influence the rest of the market for you – amplifying your message. Through Influencer Marketing - communication initiatives can be developed, executed and measured more precisely because the target group is better defined.
At this seminar you will hear from industry experts who will share their experiences of planning and executing effective Influencer Programmes. This seminar is also an excellent opportunity to network with industry colleagues.
We are very pleased to announce that there will be keynote speeches from:
- George Coleman, Executive Vice-President & Head of Client Services, Europe, Middle East and Africa for Weber Shandwick
- Gareth Lofthouse, Director, Business Research, The Economist
- Flemming Madsen, Executive Chairman and Founder of Onalytica
This is an invitation-only, free event. For more information or to RSVP, please contact Becky Hayward or Sophie Hill. Please RSVP before Tuesday June 28th.
We are happy to announce the new release of InfluenceMonitor. This new release has a number of exciting new features including:
- Corporate reputation management ability - the creation of pillars based on corporate personality types, including targets for benchmarking and evaluation.
- The facility to test new searches before committing them as a live search in the system. This provides more flexibility and aids testing of different search strings in order to achieve a more effective search, quicker.
- The ability to filter analyses by predefined search terms, facilitating multiple analysis permutations.
- The capacity to infill incomplete data views on selected analyses, using the average of the data points already included in the analysis.
- Dashboard tab management with menu and tab grouping to rationalise multiple dashboard scenarios.
- Notifications at dashboard, analysis and insight level so you know where and when to look for new comments and insight from the analysts.
- Improvements to the speed of analysis drilldowns.
If you would like further information on any of these new features please email me – Sophie.hill@onalytica.com.
With the aim of improving cancer outcomes, the Government has commissioned M&C Saatchi to raise awareness of the signs and symptoms of bowel cancer as well as encouraging the public to go for screening. A seven-week pilot campaign was launched at the end of January this year in two southern regions of the UK, which focused on awareness of bowel cancer with the key message: Be Clear on Cancer.
We have been tracking the debate on Cancer in the UK since September 2010 and wanted to measure the initial effectiveness of this first campaign. If the campaign has been successful we would expect to see an increase in debate in relation to the overall cancer debate.
Overall cancer debate has been more elevated this year compared to the last four months of 2010; showing overall effectiveness of the campaign. The weekly trend of debate during the pilot campaign showed a steady and sharp increase in discussion between the second and fifth weeks followed by a steep decline in debate the following week, the final week of the campaign. Increased levels of discussion during the middle of the campaign were not sustained towards the end or just after the end of the campaign itself.
Taking a monthly view of the data, February marked the highest month of bowel cancer debate since tracking began and although discussion dipped in March, April marked a new high – indicating the longer term effects of the campaign.
Amplifying the Message
We can already see that the campaign has had a positive effect on the level of bowel cancer discussion, however, in order to amplify this effect what can M&C Saatchi do?
One of the first steps could be to identify what is currently driving the debate on cancer and more specifically on bowel cancer. By tapping into the current debate drivers in the discussion, your message can form part of the most current topic of interest, which will boost visibility and therefore awareness. Current topics driving the bowel cancer debate are targeted therapy, cancer research and faulty gene. An initial strategy using a combination focused on using the hot topics of the moment and discussing them, along with the key marketing messages, on identified influencer sites can only help form part of a recipe for success.
If you would like more information on how Onalytica can help you find out what is driving the debate in your industry, or who the key influencers are for your brand, product or service please feel free to contact me: sophie.hill@onalytica.com.
We have been working with Microsoft for several years to help them understand and track their relative performance in the market compared to the competition as well as to help anticipate future trends. Additionally they use our solutions to understand the sentiment that is attached to Microsoft by the public as well as the impact of any campaigns that they launch.
In this new case study, learn how one department of Microsoft UK has been using our continuous online insight to assist them in tracking and meeting their objectives of improving customer relations and enhancing marketing effectiveness.
Read the new case study here now!