Tesla Insights : What is social media listening and how to get actionable customer insights? (Launch event presentation, 25/06/2015)

What is social media listening and

how to get actionable insights

about your customers? Launch Event Presentation, 25 June 2015

AGENDA SOCIAL MEDIA INSIGHTS

Tesla Insights June 2015

1. What is big data and social media listening?

2. Opportunities and challenges

3. Examples of insights from our case studies

4. Why to listen?

5. How to listen and clear up the noise?

Tesla Insights May 2015

Tesla Insights May 2015

WHICH DATA?

Tesla Insights 25 June 2015

Activity data Conversation data Photo & video image data

Sensor data The Internet of Things data

WITH SOCIAL MEDIA LISTENING, WE ANALYSE…


Activity data Conversation data Photo & video image data

Sensor data The Internet of Things data

ONE OF THE OLDEST TECHNIQUES OF MARKET RESEARCH


One of the oldest techniques of market research is the observation in-context.

Observation without moderating the conversation is how you get the most

accurate results, but it is time consuming. It needs patience and time to observe

and get the insights needed.

ONE OF THE OLDEST TECHNIQUES OF MARKET RESEARCH


> 5 hours are spent on the internet every day in

Malaysia, Indonesia, Thailand, Vietnam and the

Philippines.

But today, the place where they spend most of their time and research for their next

purchase is not their kitchen or the supermarket…

ONLINE CONVERSATIONS CHARACTERISTICS


SPEED ACCURACY HONESTY


THE CHALLENGE = CLEAR UP THE NOISE

HOW TO CLEAR UP THE NOISE?


Identify the reasons to switch to another brand

Identify the influencers which are impacting your reputation the most

Identify the most critical topics of conversation about your brand

Identify the most important channels to leverage for your brand

Identify the main concerns of the customers in your industry

Identify crisis before they spread

Evaluate the buzz generated by your latest campaign / sponsorship

….

The real question is : what insights are you looking for?

IDENTIFY THE REASONS TO SWITCH TO ANOTHER BRAND


We have listened to the conversations about

the main banks in Singapore for 3 days in April.

OCBC got 52% of the total amount of

negative mentions about banks.

Result of a confusion about the new

conditions of their account 360,

announced 1st of April.

OCBC could have created content to

reassure its customers.

IDENTIFY INFLUENCERS WHO CAN IMPACT YOUR

REPUTATION


We noticed that some influencers have created content analyzing the

new conditions of the 360 account…

OCBC could have made it more visible to their confused consumers.

IDENTIFY THE MOST CRITICAL TOPICS OF CONVERSATION


We have listened to the conversations about the main infant formula brands in

Singapore, Malaysia and Indonesia for 2 months.

Infant formula brands conversations in Malaysia

• Most of the mentions of the brands are neutral.

• We can notice an increase of negative mentions around the 1st of April, because

of a sponsored Facebook post from Dumex Dugro highlighting their product.

• Taxes increase was implemented in the country on 1st of April, so it was a bad

timing to post about the product without discounts or freebies.

IDENTIFY THE MOST IMPORTANT CHANNELS TO LEVERAGE


Most influential conversation about

the brand SGM in Indonesia Conversations about infant

formula brands in Singapore

• When talking about infant formula, the favourite channel in Indonesia is Twitter

(Jakarta is actually the Tweets capital of the world), while in Singapore Facebook is

the favourite platform.

• We notice that in both countries, the old good forums are still used a lot.

IDENTIFY THE CONCERNS OF CUSTOMERS IN YOUR INDUSTRY


• Mothers are bullied for

switching from breast

feeding to formula. They

feel guilty about it.

• Mothers are looking f for

nutritional advice for their

kids.

•Other concerns: product

display, mispricing

problems from the

distributors.

• Price increase is a

dominant topic, with people

asking for giveaways,

freebies (measurement

scoop, for example) and

discounts. Moms are very

price sensitive and are

comparing the extra they

can get with another brand.

• Other concerns are the

unavailability of stocks

and the suitability of the

formula for the baby.

We have listened to the conversations about the infant formula in Singapore, Malaysia

and Indonesia for 2 months.

IDENTIFY CRISIS BEFORE THEY SPREAD


Negative mentions in March about

telecommunication brands We have listened to the

conversations about

telecommunication brands in

Singapore in March.

• After the influential blogger

Xiaxue published the brief of

the agency Gushcloud

asking bloggers to complain

about competitors of Singtel

online, the information has

been tweeted by her

followers and the news was

shared by the media.

• 4000 mentions referred to

the Gushcloud smear

campaign.


We have listened to the conversations about the SEA Games and mentioning one of the

main sponsors from the 1st of May to 20 of June.

OCBC Aquatic Center

OCBC Square

OCBC Arena

EVALUATE THE BUZZ GENERATED BY YOUR LATEST CAMPAIGN

OR SPONSORSHIP

WHY TO LISTEN TO YOUR CUSTOMERS ONLINE ?

Tesla Insights 25 June 2015 “The Conversation Consumer” survey from IBM, 2015

WHY TO LISTEN TO YOUR CUSTOMERS ONLINE ?

IDENTIFY

AND FILL

NEEDS GAPS

CREATE

IMPACTFUL

CONTENT/

CAMPAIGNS

LEVERAGE

THE RIGHT

CHANNELS &

INFLUENCERS

IDENTIFY

CRISIS BEFORE

IT SPREADS

UNDERSTAND YOUR CUSTOMER BETTER

LISTEN ADDS VALUE EVERYWHERE


America’s favorite salad

dressing brand was looking

for merchandising

opportunities around the

Super Bowl.

They wanted to get a better

understanding of how people

use their product, and if

there was any way to

capitalize during a big

sporting event like the Super

Bowl.

Using social media listening,

they found that several

customers were mixing their

product with hot sauce,

making a new concoction that

100% of commenters reacted

positively towards.

The brand decided to create

an in-store campaign that

paired their product with a

high affinity hot sauce for four

weeks around the Super

Bowl.

In the four week period that

the display was in-stores, the

brand sold a million dollars of

additional product.

The pairing and customer response was so positive

that the brand eventually launched a “spicy” version of

their dressing. The company also increased revenue

by $1,000,000 in 8 weeks

HOW TO LISTEN?


HOLISTIC

APROACH

IN-DEPTH

LISTENING

SHAPE QUESTIONS TO CLEAR UP THE NOISE

BUT NOT TOO SPECIFIC TO DISCOVER THE UNKNOWN

DATA COLLECTION

HOW TO LISTEN?


Identify the reasons

to switch to another brand

Evaluate the impact of

your latest campaign VS

What to listen?

Mentions of your brand and the

competitors by customers

Where to listen?

Facebook, Twitter, forums

What is the noise?

News, media

Retweets

Bots

Marketing or sales messages

What to listen?

Mentions of your campaign by

customers and media

Where to listen?

Everywhere

What is the noise?

Bots

ANALYSIS & INTERPRETATION

PART OF OUR SOCIAL MEDIA STRATEGY

Listen

Create

Amplify

REFERENCES


Thank you !

Let your customers decide your next move.

Go where they express emotions.

Let us help you refine the raw data into gold insights.

About Tesla Insights We are offering actionable social media insights to help you connect with your customers main concerns, passions

and aspirations, in Asian markets.

Please do get in touch for more custom social media insights for your own needs:

www.teslainsights.com

[email protected]

Data & Analytics

Tesla Insights : What is social media listening and how to get actionable customer insights? (Launch event presentation, 25/06/2015)