Dentsu Mitchell, which until recently operated as Mitchells, but was rebranded back in July when Dentsu Media launched in Australia, recently launched a social media control centre called “Fireside,” which is being touted as an industry first “Social media war room.” The centre will provide the media agency’s clients with the ability to track and use social data to gauge popular sentiment, offering them a new ability to talk to Australians one-on-one, in real time.
Dentsu Mitchell recently launched a social media control centre called “Fireside,” which is being touted as an industry first “Social media war room”
Fireside (so named because of the friendly, social implications of the fireside conversation) 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. The technology was recently trailed during the first State of Origin match to monitor volume of conversation relevant to major sponsors, and is available now to all Dentsu Mitchell clients.
Kenny Stewart (left) and Adrian Roeling (right) from Dentsu Mitchell
Dentsu Mitchell managing director, Adrian Roeling, believes that 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. He said: “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. 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 contains eight live and interactive screens, which track and provide real time updates across multiple social media platforms during event TV
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. He added: “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. 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.”