Embed Size (px)
DESCRIPTION
Marketers can’t stop talking about social media, but how many understand how it can help them meet critical business objectives? Or what tools are available to analyze social media, how they compare, and which one is best suited for market research and brand managers?This NetBase presentation will teach you:How social media impacts your sales funnel.Why understanding specific customer themes is important.How to quantify conversations and get actionable insights that strengthen your brand.How to use social analytics tools to efficiently get valuable competitive insights.
Citation preview
Today’s Speakers
Stephen Rappaport
Knowledge Solutions Director, The ARF
Author: Listen First!
Dave Evans
Author: Social Media Marketing
Lisa Joy Rosner
CMO, NetBase
Eliska Johnson
Global Project Consultant Knowledge & Insights
A Quick Poll Before We Begin…
• What is your Social Media IQ?
1. Tweeting is something birds do 2. I have a Facebook page, but really don’t use it.3. I am on Facebook, LinkedIn and have 150 connections4. I am on Facebook, Twitter, LinkedIn, with over 500
connections each and yes, since you asked, I am standing in line at Starbucks, where I just checked in on FourSquare!
2
Dave EvansAuthor: Social Media MarketingTwitter: @evansdaveBlog: ReadThis.com
• More than consumption• Starts with curation• Creation is part of it• Collaboration defines it.
AdvocacyPurchaseTrialCollaborationCreationCurationConsumption
Identify and focus on processes, metrics and measurements that a) relate to collaborative
engagement (example: conversational intensity), and b) are applicable to your business objectives
(example: net unique advocates).
(Re)Define Engagement
Engagement on the Social Web
Advocacy
Collaboration
Consumption
Engagement: Amex (Community)
• Business Objectives: Stronger Loyalty
• Approach Used: Customer Community
• What Was Done: Member small businesses
connected with each other
• Results vs. Objectives >1 million monthly unique visitors
American Express OpenForum serves the interests of American Express business customers: As a result of this social design, is also serves the interests of American Express.
Engagement: Boingo (Support)
• Business Objectives: Excellent Service
• Approach Used: Listening/ Participation
• What Was Done: Twitter
• Results vs. Objectives Real-time resolution of local service issues (drives innovation) Credit for resolution and caring (instead of negative conversation)
Service process combines telephone and Twitter-based resources. The result is public credit to Boingo for resolution.
Measuring Conversations
• Listening: What do people care about?• Setting a Baseline• Events, Trends and Noise• Measurement Platforms and Examples
The Impact of Conversations
consumer-generated
(Think “megaphone”)
marketer-generated
(Think “funnel”)
word-of-mouth
convers
ion
impact
use
form opinion
talkbe aware
consider
buy
Assessing Engagement
• Dashboard view provides summary info, sentiment, top sources
• Referrer data facilitates drill-down to sites
• Site/source data can be examined for additional insights
Assessing Influence
• Influencers: Prioritizing, Connecting, and Activating
Assessing Advocacy
• Likelihood of Recommendation (0-10)• Share of Promoters (9-10)• Share of Detractors (0-6)• Difference is Net Promoter score
% Strong Promoters
- % All Detractors
= Net Promoter Score, %
Poll #2
• How interested are you in incorporating Social Media
Market Research into your overall strategy?
• Not at all Extremely
| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.13
2 3 4 51
Stephen RappaportKnowledge Solutions Director, The ARFAuthor: Listen First!Twitter: @steverappaportBlog: listenfirst.thearf.org
Listening is …
The study of naturally occurring signals conversations, behaviors and biometrics
That may, or may not, be guidedTo bring the voice of people’s lives into the brand
What people say, do and feelEmotions, mindsets, cultures
Not just online sourcesInterdisciplinary
Two Ways to Think About Brands
Creates Competitive Advantage
Source: http://www.senseandrespond.com/?page_id=7
Gain Competitive Edge through Signal Advantage
The ability to capture, interpret and act upon signals from rich and dynamic data
Advantage therefore accrues to companies that can focus on the right information, extract the
relevant signals, process them rapidly, and modulate their organization’s
behavior accordingly.
Signal Advantage Will Shift Research Investments
Innovation Sense/Respond
Evaluation
Market research as “order takers”
Market research as strategic foresight organization
Traditional Market
Research
BusinessContributors
Strategic Insights
Organization
Insights as aCompetitiveAdvantage
90% of benchmarked companies are clustered in bucket one and two
1
2
3
4
Market Research Will Deliver More Value
Marketing Objectives Achieved Through Listening
Understand mindsets Discover new customers New product development Shape and sharpen
messaging Improve existing products Maintain sales momentum Drive brand growth
Rebrand or reposition Address public issues Manage reputation Manage brand health Customer care Increase loyalty and
customer value
Research Tasks Listening Performs
Profile new customers Detect early market shifts Customer segmentation Complement “asking”
research Concept testing Product co-creation
Discover/evaluate brand attributes
Message development/testing
Competitor analysis Problem detection Insight Development
Listening Solutions Cheat Sheet
Text Analytics• Collect and harvest
• Extract and structure
• Describe, analyze, report; machine-scored sentiment
• Integrate
Search, Real-time Search, Alerts• Terms, topics, trends; engine/service specific
• Alerts and subscriptions
• Real-time often add social data, such as retweets, influence
• Can be analyzed on its own or become inputs
Private Branded Communities• Collect and harvest conversations and data
• Guided and unguided activities
• Describe, analyze, report; often qualitative
• Engagement and research focus
Full-service Vendors• Provide end-to-end solutions
• Analyze, report, consult
• Some offer agency services
Setup• Scope … Questions• Voices … Who to Listen to• Sources … Brand & Consumer Backyard• Collect … Define Queries, Harvest• KPIs … Internal & Market Impacts
Operations• Collect … Conversations• Clean … Data, De-dup, Kill Spam• Test … Data Collection & Cleaning
Analyze/Report• Structure … Data for Analysis• Analyze … Question-based Analysis• Report … Dashboards, Docs, Stories
Evaluate & Iterate• Assess … • Improve … • Learn and Apply …
Listening Research Guide
Listening Research: Keep in Mind
• Listening Goals Agree on these first
• Project Requirements Know them beforehand Which questions will you answer?
• Eyes Wide Open Understand strengths and limitations Figure out the trade-offs
• Management and Organization Determine who owns listening Identify and involve listening “clients” Assess skill sets and gaps: in-house, vendor Estimate impact on staff time Adapt culture and communication
“We’re looking into listening, trying to figure out what to do with it. Otherwise we’ll get lots of stuff, but what does it mean?”
- Director Global Strategic Insights, Fortune 100 Co.
New Skills
Research Question Formation
Unstructured Data Expertise Classification Pattern Recognition Bottom-up Reasoning
Communication Theory Question-based Analysis Triangulation Creativity and Inventiveness Openness
Poll #3
• If you are thinking of doing Social Media Market Research what is holding you back?
1. Budget2. Knowledge3. Staff/Resources4. All of the above
Eliska JohnsonGlobal Project ConsultantKnowledge and [email protected]
Social Media in Action
How Do We Use NetBase for Social Research?
| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.29
Trends Buzz/Sentiment Brand Passion/Engagement
Tracking
Confirmational Insights
New Insights
Intensity Measuring
What is the Request Process?
• Can you look into what is being said about xxx?
• Extract insights• Present findings• Determine next
steps
Brandscapes AnalysisConsumerBaseBrand Manager
Request
• Build search in ConsumerBase and develop report
Online Chatter Trends
• The Coke Zero 400 sponsored by Coca Cola on the 4th of July helped to increase online chatter in early July. NASCAR related sites were responsible for most of the increased chatter during that time.
• Chatter also rose slightly in mid July when Pepsi released a commercial for Pepsi MAX where a Coke Zero driver drinks a Pepsi MAX. This chatter was mostly on advertising and marketing focused sites.
Past 12 months
What are Consumers Saying Online?
I prefer Coke Zero because it feels like I'm doing something moderately healthy with my diet even though I've heard horror stories about aspartame.
I prefer Coke Zero because it feels like I'm doing something moderately healthy with my diet even though I've heard horror stories about aspartame.
Nothing is better than Coke Zero. I can remember the first time I ever had one at some dumpy gas station. It's like a bottle full of AWESOME.
Nothing is better than Coke Zero. I can remember the first time I ever had one at some dumpy gas station. It's like a bottle full of AWESOME.
My husband drinks a lot of Coke Zero too, mainly because he watches his weight very meticulously.
My husband drinks a lot of Coke Zero too, mainly because he watches his weight very meticulously.
I switched from Coke to Coke Zero mainly because I like the taste of Coke Zero better.
I switched from Coke to Coke Zero mainly because I like the taste of Coke Zero better.
I also went with Coke Zero over regular Coke since that was another easy 200-300 calorie saving.
I also went with Coke Zero over regular Coke since that was another easy 200-300 calorie saving.
I drink Coke Zero because of the taste.I drink Coke Zero because of the taste.
Then I drink Coke Zero 'cause it wakes me up more than coffee, and in about twenty minutes or less, I'm at work, miserable but determined.
Then I drink Coke Zero 'cause it wakes me up more than coffee, and in about twenty minutes or less, I'm at work, miserable but determined.
Coke Zero is pretty gross.Coke Zero is pretty gross.
Coke zero is just bland. Coke zero is just bland.
Cherry Coke Zero tastes GREAT.Cherry Coke Zero tastes GREAT.
Pepsi Max and Coke Zero are pretty similarly disgusting to me Somebody tell me what chemical I don't have a taste for.
Pepsi Max and Coke Zero are pretty similarly disgusting to me Somebody tell me what chemical I don't have a taste for.
Coca Cola Zero, Fanta Zero, Sprite Zero etc the taste is so disgusting I can only express it fully in my native language and it isn't much healthier anyway, they just replaced the sugar with the sweetener aspartame.
Coca Cola Zero, Fanta Zero, Sprite Zero etc the taste is so disgusting I can only express it fully in my native language and it isn't much healthier anyway, they just replaced the sugar with the sweetener aspartame.
Secondly Coke Zero is GROSS.Secondly Coke Zero is GROSS.
Coke Zero is an impossibly bad product.
Coke Zero is an impossibly bad product.
Top Sites for Discussion about Coke Zero
Thank you!
Q&AConnect with us on Twitter: #Net_Base or @Net_Base
Tweet about this event #smworks Email: [email protected]
Dave Evans: Twitter: @evansdaveStephen Rappaport: Twitter:@steverappaport
Eliska Johnson: Email: [email protected] Lisa Joy Rosner: Twitter: @lisajoyrosner
Join Us For 11 for ‘11
Managing the Mess: 11 Tools To Manage Social Media
Wednesday, March 16, 2011 11:00 am/PT
