Underground BLC
tapping into social media to build iconic brands
Branding is no longer in companies' hands. People create brand messages every day in the real world and around us without the brands having a say in it. This is a very scary prospect for a lot of brands and most branding agencies.
Not for Underground BLC.
By using hard data and proven research methodologies, Underground helps brands paint a clearer picture of what they're about in a way that resonates with consumers. With customers ranging from Coca-Cola to Bloomberg and the Welsh Assembly Government, Underground revels in the sea of data that social media can provide for their branding projects. The tool of choice to tap into social media conversations is uberVU.
Meet Larry Rees, Chief Strategy Officer at Underground BLC
How do you help your clients?
We create brands, we refresh brands and re-position brands.
How do you feel social media fits in with brand development?
It's where people talk about products and services. People state what they think about different providers and this is valuable information. You cant really ignore social media its an integral part of the conversation.
What are your thoughts with the current social media monitoring tools?
I've experimented with a wide range of services as I have a background in tech analytics and feel that most of the tools on the market are relatively similar. They have slightly different strengths and weakness but the core ingredients is the same, they simply scrape the web.
How does uberVU help you in this area?
I'm tracking conversations around competitors and on a specific topic. What I like about uberVU is the alerts. Especially for when it comes to blogs. You guys are good at that.
Whether you look at Brand Watch, uberVU or Radian6. They scrape the material, they do counts, they implement semantics. I like the guys at uberVU. I think what the uberVU guys are doing is very good. But I still feel that social media tools are still in their infancy.
What do you use uberVU for?
I use it to monitor brands and sectors.
What things are important for you when using uberVU?
Volumes, counts, sentiments, and being able to break down the sources of conversations seeing the types of conversations taking place at Twitter or on blogs is invaluable. I also look for key influences within the social media space.
What do you do with the data?
I present it back to clients.
Why are you using uberVU over the others like Brand Watch or Radian 6?
Because it is more accessible. I need to be able to extract the data very quickly and uberVU does that.
What do you like about the uberVU guys?
They listen and they understand the space.
Larry now has a way to quickly get an idea about what resonates with the target market of a specific brand in minutes, not weeks. The core positive and negative issues people care about, the places where these conversations take place and the people influencing them are readily available anytime, in seconds.