Research agency Millward Brown (part of WPP Group) and Kantar Media Cymfony announced yesterday what it calls "a new suite of online listening solutions merging Kantar Media Cymfony’s analysis of social media and online discussion with Millward Brown’s brand and communications research." Read the release.
Ann Green, Partner, Client Solutions at Millward Brown discussed the new product and why brand marketers should care.
AdExchanger.com: Why is there a need for online listening solutions?
AB: I think clients are understandably enamored with social media monitoring tools, because they provide the organic voice of the consumer. What has been lacking or needed is context for this information. In other words, how do I use this information to build strong and healthy brands and manage my communications? The way in which we can do this is to come up with best practice integration of social media monitoring alongside traditional research.
What are some of the important metrics that get tracked with this solution?
I think what you can find out is it provides a lot more texture. So let's say that the image of my brand is declining. Sometimes from a tracking study, it can be difficult to diagnose why that decline is occurring. What social media allows us to do is to listen to consumers at that point in time and in an organic fashion and help us to diagnose - based upon their own words - why imagery might be on the decline.