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Integrated Insights using Social Media Analysis

Focusing on the HDTV category, this webinar demonstrates that social media discussions align well with the results from traditional research approaches while revealing new insights into the dynamics of the consumer purchase decision process.
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Related Materials

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Essential Reading

Achieving Openness: The Art Of Listening, Learning & Communicating With People Using Social Networks
Report from Envision Solutions providing information to help health organizations communicate effectively with social networkers.
Distributed Influence: Quantifying the Impact of Social Media
Edelman white paper summarizing a roundtable devised to address the question of influence and how it should be measured.
Social Media Will Change Your Business
Business Week journalists and bloggers Stephen Baker and Heather Green detail the impact of social media on business.
The Predictive Power of Online Chatter
An academic study correlating social media discussion to book sales.
WOMMA WOM 101
The Word of Mouth Marketing Association’s introduction to word of mouth marketing.
State of the Blogosphere
Technorati’s 2008 report is an authoritative source for information about the evolution of blogs.
Embracing Consumer Buzz Creates Measurement Challenges for Marketers
A study by Compete illustrating how CGM influences automotive and travel purchases.

White Papers

Making the Case for a Social Media Strategy
Explore examples of social media analysis in action and learn what you need to build executive support for incorporating social media in your marketing plan.
Creating a Social Media Strategy
TNS Cymfony answers common questions about developing a social media strategy.
From Buy In to Business Results
The complete guide to build support for, implement, and generate business results from social media analysis.
Creating a Market Influence Analytics RFP
Cymfony describes a four-step process and provides worksheets to guide your search for the right partner to monitor and measure the influences on your company.
Connecting with Patients, Overcoming Uncertainty
Cymfony and partners created this framework to help pharma companies evaluate and mitigate the risks of a range of social media initiatives.
Analysis of Aggressive Online Behavior Targeted at Companies
Learn what motivates aggressive online behavior and how a company’s response can either inflame or mollify negative social media discussion.

Case Studies

Pulse on the Economy
Using Social Media to Understand Today’s Shopper Behavior
Real-time Crisis Response in a Consumer-Controlled World
An in-depth look at how a major toy company used social media analysis to fine-tune its response to a recall crisis and minimize damage to its valuable brands.
A CGM Case Study: Listening to the Consumer
Created by the Cymfony consulting team, this case study examines how Nikon didn't listen to complaints of influential consumers, creating an opportunity for Canon.
Super Bowl Ad Audience Impact Report
An analysis proving that strong pre-game traditional media coverage is essential to the ROI of Super Bowl advertising.

Webinars & Podcasts

Highlights from Fluent: The Razorfish Social Influence Marketing Report
Razorfish presents their new Social Influence Marketing (SIM) score, highlights of the Fluent report, and how companies can apply it to manage their social influence marketing and increase their brand influence.
Mastering the Four Core Competencies of Social Media
Cymfony has identified four core competencies that brands and companies must master to succeed in this new consumer-controlled environment: Listening, Influence, Insight, and Engagement.
Putting the Social Web to Work
Dave Evans, author of "Social Media Marketing: An Hour a Day" discusses not only the specific social channels but also the basic mechanics and measurement points that enable you to take what the Social Web tells you and express it in terms that you can work with.
Effective PR and Word of Mouth Strategies to Maximize a Brand’s Investment in a Super Bowl Ad
Cymfony proves the link between traditional media and social media, showing that pre-game PR coverage drives post-game discussion of Super Bowl ads.
How Leading Brands are Unleashing the Power of Social Media
Research by Cymfony reveals how marketers view the importance of social media and the barriers they face to successful implementation.
Lessons from the "Best-in-Class": Generating Business Results from Social Media
The Aberdeen Group presents insights and identifies practices “best in class” companies have discovered to improve their business results using social media monitoring and analysis.
Making the Case for Social Media Analysis in Market Research
This presentation reviews what market researchers can learn from social media analysis, how the metrics are applied and offers an example of a social media analysis.
Virtual Ethnography: Drawing Insights from Consumer-Generated Online Content
This ARF webinar takes a look at consumer-generated media as a rich data source of unbiased, top-of-mind insights direct from consumers.
Connecting with your Citizen Marketers
Jackie Huba, author of the book Citizen Marketers, describes how your business can make a connection with this influential, growing segment.
Analysis of Aggressive Online Behavior Targeted at Companies
Learn what motivates aggressive online behavior and how companies should respond to phenomena such as negative blog posts and Internet extremism.

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