Dentsu Mitchell Launches Social Listening ‘War Room’, Fireside

Dentsu Mitchell Launches Social Listening ‘War Room’, Fireside
SHARE
THIS



Dentsu Mitchell has launched Fireside, a social media control centre that provides clients with the ability to track and use social data to gauge sentiment, offering a new ability to talk to Australians one-on-one, in real time.

The industry first ‘war room’ contains eight live and interactive screens, which track and provide real time updates across multiple social media platforms during event TV. The screens track shifts in volume of conversation, geo-targeting of activity, author identification as well as keyword and topic trends.  This information allows clients to contextualise their audiences’ interaction and relationship with their brands’ content and advertising – beyond just tracking TV ratings.

Dentsu Mitchell managing director, Adrian Roeling, said the bespoke technology will provide its clients with an edge over competitors by allowing more agile social media planning that reacts to the market and tracks the impact of certain content.  It also streamlines the campaign reporting process for clients.

“If we can’t listen to our audience, how are we meant to market to them? As a company dedicated to innovating the way brands connect with Australians, we are the first in market to offer our clients the ability to listen to what the public is actually saying in response to their campaigns and events in real time,” Roeling said.

“This insight allows for more flexibility and creativity that social media as a channel not only affords, but thrives on. It gives brands the opportunity to quickly amend their campaigns to counter negative response, or to leverage an element they hadn’t predicted would gain traction.

“Most importantly, it allows them to spend the money where it will gain the most impact, which is a valuable competitive advantage.”

Fireside is run by Dentsu Mitchell head of social media, Marcus Betschel, who believes the technology will unlock the true potential of social media as a media channel.

“A difference of this data source is that it focuses on the ‘who’ of social media conversation, not just the volume and content.  As any brand now knows, the influencers and people interacting with your campaign or brand are just as important as what you’re saying – so being able to know and leverage this is a great outcome,” said Betschel.

The Fireside technology was recently trailed during the first State of Origin match to monitor volume of conversation relevant to major sponsors.

Betschel added, “It was fascinating to drill down into the social feed by state, but also through geo-targeting to see only what was being driven by people in the stadium watching the game. The discussions the crowd was having on social media were as important as what was actually happening on the field which is a huge insight for sponsors in how they leverage their involvement with major sporting events.

“Obvious applications are live sporting events or large campaign launches, but as social usage continues to expand, we believe it’s only the beginning of what social media data will be used to drive in the future.”

=

Please login with linkedin to comment

Latest News

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation
  • Marketing

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation

SAP Australia today launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.  The report, based on results from […]

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership
  • Campaigns

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership

Following a nation-wide qualitative and quantitative research study, independent creative agency The Sanford Partnership has produced a TVC for its client Nuttelex. The TVC has a nostalgic theme with a modern twist and highlights the brand’s healthy credentials. Nuttelex Food Products Pty Ltd started in a small factory in St Kilda in 1932. Now, the family […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine