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Social Media IntelligenceWhat can it tell us about consumer

behavior?

The voice of the consumers

How do we analyse data?

Stance-shift analysis is a computer-supported analytic technique we have developed that minimizes investigator bias and maximizes understanding of online consumer discussions, with a quantitative

measure of people’s shifting of their stance throughout the interaction.

No single grammatical or

semantic feature tells the

whole story. It is the

interaction between

content and context that

determines which

language features are

used

Stance-shift methodology is

applicable to wherever words are

used as the primary basis of

exchange, as in transcripts of call

centers, sales presentations, email,

blogs, chats, and the like

“And yes it is more than

words, it really is how you say

it”

Peyton R. Mason

• We capture and linguistically score all the conversations in a selection of benchmark brands on Facebook’s pages.

• Benchmarking of 5-6 major brands

• Show strength/weakness indications

• Provide a basis for tactical management

• More over we can • Highlighting market opportunities using linguistic profiles with full capture of

consumer conversations across all social media.

• Revealing the topics and concepts that drive consumer behavior.

• Providing insight guidance for Consumer Marketing positioning and communications.

What we do?

Terms that it is good to know

Volume

Comment-Like Ratio

Tonality: Measure passion and engagement in comments

Intensity: = SEI

SEI: Social Engagement Index (Combined positive and negative comments)

Positive Index: Positive SEI/Total SEI

Industries

Teens Cosmetics

Select the brands and the scope of the data

Date included in the analysis:

All likes and comments this year and last year

Volume – Engagement

Comment to like ratio – current 12 months

Positive comments

Most active days

Most active hour of the day

Engagement by brand

What topics drive the engagement…

Price and Value

Topics per brand

Volume Weighted Engagement by Product Type

  EYES FACE/SKINOUTDOOR SKIN

PROTECTIONACNE/

BLEMISHES LIPS NAILS  

Maybelline 55% 20% 2% 1% 18% 4% 100%

Sephora 27% 34% 5% 2% 18% 14% 100%

CoverGirl 40% 25% 2% 1% 16% 15% 100%

L'Oreal 34% 31% 3% 2% 16% 13% 100%

Lush Cosmetics 6% 81% 5% 4% 2% 3% 100%

MAC Cosmetics 27% 28% 0% 1% 40% 4% 100%

Jewelry Industry – US Market

Share of engaged comments by jewelry type

Share of engaged comments by occasion

Share of comments on Jewelry type by occasion

Hour of day

Day of the week

Cars

How engaged are the consumers?

Fuel Economy

What does the consumer like to talk about?

Online Universities in the US

Comments to like

Volume

Development over time

Intensity and positive index

What can we learn?

Comment-Like Ratio.– Focus on increasing CLR to engage your audience even better

in stead of just getting more fans. Keep up the pace.

– It’s better to start slow and build up the pace instead of loosing your breath.

Tonality. – Create passion and engagement and be aware of positive

tonality vs. negative tonality. Do more of the good stuff.

– Reflect on your different campaigns and do more of what works best for your community.

Timing Timing Timing. – Followers are most likely to respond to posts on specific days

and times of the week