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Mini Kalivianakis, our SKIM Director Consumer Research Europe, was asked to fulfill the role of the Chairman on the 2nd day of the InnoCos 2012 event in Geneva. At InnoCos, senior executives from the cosmetics and personal care industry gathered to discuss key issues on front-end innovation, new product development and high-growth markets. Mini kicked off the inspiring conference day with a short presentation about the high potential of social media research for any well-known brand. Find out more about social media research at http://www.skimgroup.com/webinar-socialmediaresearch.
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expect great answers
The Impact of Digitalization and Social Media
SKIM | International Market Research
Mini Kalivianakis | Director Europe Consumer Research
www.youtube.com/watch?v=3SuNx0UrnEo
2
90% of people trust online peer
recommendations
(delivered by 3 billion search
queries)
Only 14% trust advertisements
Wikipedia has over 15 million
articles…studies show it’s more accurate
than Encyclopedia Britannica
78% of these articles are non-English
Over 30% of the world’s
population is under 30.
96% of them are active
on a social network. The unbiased social media context is a
valuable source of information.
It WILL influence brand marketing decisions.
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4
Keep your eyes open:
Trends
Open innovation
Listen:
Data mining
Communicate:
(Private) Communities
Blogs
Face Book Page
Sales Channels
Data Mining: Use social media conversations about brands to generate insights
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Perceptions
Consumers Triggers
Communication
Campaigns
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@ Kit Kat
@ Passion – 5(6)
@ Anticipation
@ Desire
@ Positive
@ Male (age)
1. Design Study
(specify key words)
2. Fieldwork: Internet scanning
3. Output and Analysis
mmmini
Beautiful day, enjoying
the lake of Geneva
Feeling beautiful with my
#Chanel lipstick!! 25 minutes ago
Getting ready for
#SKIM @ Innocos
1 hour ago
Snickers
Hershey's
Butterfinger
KitKat
Twix
Toblerone
Hershey’s
Garoto
KitKat Lacta
Twix
Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
Incre
as
ing
Pa
ss
ion
Increasing Positivity of Sentiment
Incre
as
ing
Pa
ss
ion
Increasing Positivity of Sentiment
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Hersheys Snickers Twix KitKat Butterfinger Toblerone
Funny
Generosity
Kindness
Conscientiousness
Intelligence
Honesty
Fashionable
Creativity
Exciting
Sexy
Agreeableness
Determination
Courage
Mysterious
8
Incre
asin
g o
rde
r o
f im
po
rta
nce
by b
uzz
Personality elements
Strength
Weakness
Neutral
No mentions
Increasing Volume of Buzz
9
http://www.skimgroup.com/webinar-socialmediaresearch
INNOCOS:
Capturing…. Consumer Imagination
through digitalization!
