Sunday, 27 June 2010

MONITORING AND ANALYSING ONLINE CONVERSATION







This is Gatorade Mission Control, where they analyse online buzz around the brand. It's pretty impressive. And a big investment, and commitment.

According to Mashable, "The room features six big monitors with five seats for Gatorade’s marketing team to track a number of data visualizations and dashboards –- also available on to employees on their desktops — that the company has custom built with partners including Radian6 and IBM" Read more about it on mashable.

This area is now gaining rapid traction as a discipline. Just last week McKinsey, and Nielsen joined forces to create a new company called NM Incite. The new firm will take on from where Nielsen BuzzMetrics left off, and use buzz monitoring to help transform business operations including product development, marketing, communications and customer service. With the creation of this new venture, BuzzMetrics becomes wholly part of NM Incite.

It's getting very interesting.

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Dhiren said...

Good spot Tony. Not sure how I missed this!

I like what Gatorade are doing and I think community management does sit better client-side.

Once brands become competent with community management, I think agencies will be able to spend more time utilising social networks creatively.

Gary Vaynerchuck has got some interesting views on community management - despite the slightly evangelical speeches - he's worth a watch.

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