Insights Webinar (Part I): Using Social Media Listening to Understand Consumers

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Today’s Agenda

•  What is social media listening? •  The research process

•  Q & A

What is Social Media Listening?

Approaches  to  Research  

Asking  (surveys,  interviews,  focus  groups)  

Listening  (social  media)  

Watching  (ethnography,  shop  alongs)  

Ways to Approach Research

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Building a Research Portfolio

Historical  

Projectable  

StaCc  

Prove  Hypotheses  

InsCll  Confidence  

Real-­‐Cme  

DirecConal  

Dynamic  

Form  Hypotheses  

Provide  Foresight  

Flexible Plans

Fast Discovery

Strong Insight

Traditional Research Social Media Research

Social CRM

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The Social Media Landscape

TACTICAL STRATEGIC

SOCIAL MEDIA

Social Research

Social Marketing

Using social to understand consumer

perceptions, behaviors, attitudes

and needs relative to brands, products and

marketing

Using social to promote a brand

Using social as a customer service

channel

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Value of Social Media Listening

Timely Quick access to historical to real-time insight

Comprehensive Global audience across millions of sources

Unbiased Unprompted view of opinion and sentiment

Predictive Leading indicator of emerging trends/behavior

Contextual Reveals the “why” behind the “what”

Targeted Access to hard to reach segments

Flexible Easy to adapt methodology and response

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Applications for Social Media Listening

RESEARCH AND DEVELOPMENT

Identify new

product or market opportunities

CUSTOMER SERVICE

Quick response to customer needs or issues

CONSUMER, MARKET OR BRAND INSIGHT

Understand perceptions, attitudes, behaviors, needs and trends

BRAND MANAGEMENT

Monitor brand performance and reputation

INNOVATION

Reveal untapped consumer or market opportunities

MARKETING AND PUBLIC RELATIONS

Inform strategy, messaging and

tactics

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How Companies are Using Social Media Research

Pre/Early Research

Discover themes

Formulate hypotheses

Understand markets/targets

Mid/Ongoing Research

Track campaigns/launches

Manage reputation

Assess competitors

Post/Late Research

Measure success

Isolate opportunities

Drive innovation

The Research Process

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Data Mining

Social Media Database

•  Real-time access to 5 years of historical data

•  Over 250 million globe sources •  Several hundred billion sound bites

Topic Development

•  Build detailed queries through inclusion and exclusion filters

Database

Crawlers collect data off the web

The Internet

Conversation

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Data Cleansing

Filtering

Identifying the subject in the correct context, both mentioned and implied,

and eliminating false positives, duplicates and spam

Eliminating conversation not relevant to a brand or product

(e.g. ambiguous name with other meanings)

Disambiguation

Human analysis of a select data set to assess accuracy or identify

a particular desired metric

Annotation

Natural Language Processing

Technology

•  Analysis engine that evaluates grammatical patterns in sentences

•  Links subjects, objects, verbs, adjectives and other linguistic patterns to extract accurate understanding of what is being said

•  More accurate than keyword matching

•  Provides 90% data output accuracy

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Data Exploration

Ways to Use Social Data Monitoring: Brand conversation, competitive tracking, marketing impact, customer relations

Discovery: Insights around consumers, brands, categories or topics

Innovation: New opportunities for product development or expansion into new markets

The application of the insights drives the approach to exploring the data

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Data Exploration

Quantitative to Qualitative Story Building

•  Starting exploration with quantitative metrics reveals numerical facts, as well as highlights areas that may tell a larger story

•  Analysis of qualitative findings in sound bites provides deeper insight into data •  As patterns emerge, relationships are identified and grouped into themes and larger findings

Dashboards visualize quantitative metrics of the conversation Trending conversation volume, impressions, gender, sentiment, geography, sources, authors

Iden'fy  key  themes  and  drivers  based  on  conversa'on  shi6s  

Understand  consumer  preference  and  behaviors  in  their  own  words  

Determine  geographic  influence  on  the  conversa'on  and  

themes  

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Data Exploration

Sound bites provide context on many levels What is being said, by whom, in what environment, to what audience

 

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Data Interpretation

Aggregate and synthesize data  

Analyze consumer perceptions, emotions, behaviors, attitudes, preferences, needs, motivators and barriers

Compare findings with marketplace knowledge, macro trends, past insights and other secondary data or sources

Insight Implication Opportunity

What is the key learning from the data?

What does that mean for my business objective?

What is the opportunity for my business?

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Social Media Listening Webinar: Part II

Crowdfunding from the Consumer Point of View and Its Impact on Outdoor

Presentation of findings from Outdoor Industry Association’s

first social media listening quarterly report:

Crowdfunding: Rise of Brand Democracy & Opportunities for Outdoor

May 8th from 1:00-2:00 PM (MDT)

Questions?