HEADSHIFT AUSTRALASIA
MAY 2009
Wina ng a l i * S o c ia l Ra da r
CONTENTS
1 products and brands.
ABOUT SOCIAL MEDIA
An overview of the current social-
technical trends that are changing
the landscape of traditional
websites.
2 indirect customer feedback, tap into
WHY LISTEN?
Conversations are happening
about your product or service -
do you know what your
customers are saying?
3 1. ABOUT SOCIAL
THE SOCIAL RADAR
How the Headshift Social Radar
“listens” to the conversations and
how the data is gathered.
4 Recent research has identified a
ABOUT HEADSHIFT
Our team
Our clients
* Winangali
We'd like to acknowledge the
Kamilaroi people of northern New
South Wales for the inspiration to
name our radar Winangali which
means to listen, to watch, to
hear.
HEADSHIFT AUSTRALASIA PTY LTD www.headshift.com
Commercial in Confidence
Social Media Monitoring for
Corporate Companies
Headshift’s Winangali Social Radar Underpinning key principles to the
provides companies with a powerful rise in popularity of social media is
monitoring system to “listen” to the the ease of use, collaborating with
conversations online for nominated others who share your interests, and
the building of connections
consequently creating a network of
This overview provides summary influencers.
information on our easy-to-use
The ease of use has enabled the rise
platform that aggregates
of mass influence channels where
conversations occurring in the social
consumers share their experiences
media landscape. The process of
and voice their opinions, while others
“listening” empowers the
make comments, rate and review
management to gather valuable
your products and services.
trends as they are evolving, protect The written complaint sent directly to
and enhance your brand, and for the manufacturer has been
example, avert a product crisis superseded by social media
before it becomes a viral marketing platforms with a wider international
disaster. audience.
A current case study - still playing
out across the social media
landscape - is the “Motrin Moms” ,
MEDIA where the backlash against an
It is estimated that there are currently advertising video on their website,
475 million internet users, worldwide spread across hundreds of blog
- aged between 16-54 years old. Of posts, Twitter streams, a dedicated
these, 5.1 million are Australian. Facebook group, and the traditional
media. Within 2 days, the crisis was
fundamental shift in the behaviours almost unstoppable.
of consumers - how we research The advertisement was pulled, the
products, how we share opinions, manufacturers apololgised, but the
rate and review products and the Moms’ aren’t stopping yet and it will
influence “word of mouth” marketing remain to be seen how the scenario
is having on purchasing decisions. continues and how it concludes.
A report released by Universal Follow the story here: http://
McCann, in September 2008, “When blogs.forrester.com/groundswell/
did we start trusting strangers?” 2008/11/the-groundswell.html
says:
“ The result is an influence economy that is
forcing everyone in the public realm including the
owners of products and brands to become more
transparent, open, conversational, and honest.
They have to rethink the way that influence is
distributed and the role of marketing
communications in an information landscape
dictated by consumers.”
 HEADSHIFT AUSTRALASIA
MAY 2009

2. WHY LISTEN?
Conversations are occurring about your brand, your
product, or your service - do you know what is
being said?

82% of major companies are making a substantial

effort to manage reputation risk yet only 34% said
they regularly monitor social media and only 10%
participate despite social media gaining influence
amongst consumers and investors evaluating
companies.
Photo courtesy of NASA/JPL-Caltech

BEYOND SIMPLE ACTIVITY REPORTING...

Our solution and focus goes beyond simple activity reporting analysis with graphs and charts - all
that tells us is something is happening but not what is happening!
Headshift provides dynamic conversation monitoring and analysis by experienced social
media consultants.

THE BENEFITS WE OFFER:

* protect and enhance your brand

* find out what they are saying about your brand

* find out what they are saying about your competitors

* use the results to inform your social media strategy

* opportunities to engage directly with your customer

“All aspects of personal experience and personal recommendations are stronger influences than any traditional
paid for communications except sampling” - Universal McCann Sep’08.

3. HOW DO WE LISTEN? • microblogging, eg. Twitter,

• social networks, eg. Facebook,
The social media landscape requires a new, more
conversational approach that allows a less controlled, • niche communities,
open and transparent platform to engage with your
customers and a wider audience. • discussion forums,

Target audiences should be encouraged to discuss and
share their thoughts openly, while organisations can
become part of these conversations through actively
listening and responding.
Headshift conducts research that identifies where the
target audience are in the social media landscape, both
through demographics research, and product key words
and brand names. We then tap into and subscribe to the
conversations through areas such as:
• video and photo sharing, eg. YouTube and Flickr
• blogs,
• customer product review sites, eg. Get Satisfaction
• chat rooms
Headshift’s Social Radar then aggregates the
conversations and presents them for monitoring into the
one place, on a series of dynamic web pages, where
updates are regularly received and can be responded to or
watched for trends and complaints.
The Social Radar becomes one of the most powerful
sources of direct customer feedback, and expands into a
new form of marketing communications for the
organisation.

HEADSHIFT AUSTRALASIA PTY LTD www.headshift.com

 HEADSHIFT AUSTRALASIA
5. ABOUT HEADSHIFT
Some of Our Clients
PhD candidate
How we use Social Software
EXTERNAL COMMUNICATIONS:
• Reputation management
• Crisis management
• Issue management
• Participation via extranet
• Participation via website
• Recruiting
• Thought leadership
INTERNAL COMMUNICATIONS:
• Intranet replacements
• Leadership communications
• Newsletters
• Learning & development
• Employee engagement
• Change management
USER ENGAGEMENT:
• Creating community
• Social Networking
• Engaging with customers
• Co-developing with users
KNOWLEDGE SHARING:
• Collaborative research
• Market intelligence
• Personal learning
• Ad hoc conversations
• Informal learning
• Finding people and expertise
HEADSHIFT AUSTRALASIA PTY LTD www.headshift.com
MARKETING & PR:
• Campaign management
• Media relations
• Monitor brands and markets
• Corporate social responsibility
• Promote a product
TEAM CO-WORKING:
• Communities of practice
• Collaborative project
management
• Creating, editing and organising
documents
INNOVATION / R & D:
• Innovation and creativity
• Rapid prototyping
• Social newsreading
• Social bookmarking
SALES AND CLIENT SERVICES:
• Key account management
• Co-ordinating sales pitches
• Building deeper relationships
• Client recruitment and retention
MAY 2009
OUR TEAM
Anne Bartlett-Bragg
Managing Director
PhD candidate, MEd (Adult Ed),
BEd (Adult Ed), Dip HRM, Dip e-
Learning, Cert IV TAA.
Anne specialises in the creation of
innovative communication
networks and learning
environments with social media.
Most recently she designed the
first national mentoring program
(MentorNet) for young women
entrepreneurs in 2007, developed
entirely in social media - a finalist
in the Forrester Groundswell
awards in 2008.
James Dellow
Senior Business & Technology
Consultant
Master of Business & Technology
(MBT)
James assists organisations
maximise the value of social
software to meet business
objectives, providing expertise on
social computing strategies and
integrating social software tools
with current IT systems.
James brings a wide range of
experience from government,
professional and blue chip
companies.
Shelley Gibb
Community Management
Consultant
B.Bus in Human Resource
Management, Dip. e-Learning
Shelley is a community manager
and online moderator for
Headshift in a number of active
communities. She is currently
studying a Masters Degree in
Adult Education at the University
of Technology, Sydney where
socially focussed e-Learning
strategies are her key areas of
research.