Insights Webinar (Part I): Using Social Media Listening to - - PowerPoint PPT Presentation

Insights Webinar (Part I):

Using Social Media Listening to Understand Consumers

2 ¡

Today’s Agenda

• What is social media listening?
• The research process
• Q & A

What is Social Media Listening? 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 Flexible Plans Fast Discovery Fast Discovery Str Strong Insight

• ng Insight

Trad radit itional Resear ional Research ch Social Med Social Media Resear ia Research ch

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 imely Quick access to historical to real-time insight Compr Comprehensive ehensive Global audience across millions of sources Unbiased Unbiased Unprompted view of opinion and sentiment Pr Predictive edictive Leading indicator of emerging trends/behavior Contextual Contextual Reveals the “why” behind the “what” Tar argeted geted Access to hard to reach segments Flexible Flexible Easy to adapt methodology and response

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Applications for Social Media Listening

RESEARCH AND RESEARCH AND DEVELOPMENT DEVELOPMENT Identify new Identify new pr product or market

• duct or market
• pportunities
• pportunities

CUSTOMER SERVICE CUSTOMER SERVICE Quick r Quick response to customer esponse to customer needs or issues needs or issues CONSUMER, MARKET OR BRAND INSIGHT CONSUMER, MARKET OR BRAND INSIGHT Understand per Understand perceptions, attitudes, behaviors, ceptions, attitudes, behaviors, needs and tr needs and trends ends BRAND MANAGEMENT BRAND MANAGEMENT Monitor brand perfor Monitor brand performance mance and r and reputation eputation INNOV INNOVATION TION Reveal untapped consumer or Reveal untapped consumer or market opportunities market opportunities MARKETING AND MARKETING AND PUBLIC RELA PUBLIC RELATIONS TIONS Infor Inform strategy m strategy, messaging and , messaging and tactics tactics

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How Companies are Using Social Media Research

Pre/Early Research Discover themes Formulate hypotheses Understand markets/ targets Mid/Ongoing Resear Mid/Ongoing Research ch Track campaigns/ launches Manage reputation Assess competitors Post/Late Resear Post/Late Research ch Measure success Isolate

• pportunities

Drive innovation

The Resear The Research Pr ch Process

• cess

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Data Mining

Social Med Social Media Database ia Database

• Real-time access to 5 years of

historical data

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

Topic Development

• pic Development
• Build detailed queries through

inclusion and exclusion filters Database Database

Crawlers collect data

• ff the web

The Inter The Internet net Conversation Conversation

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Data Cleansing

Filtering 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

• ther meanings)

Disambiguation Disambiguation Human analysis of a select data set to assess accuracy or identify a particular desired metric Annotation Annotation Natural Language Pr Natural Language Processing

• cessing

Technology echnology

• 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 ays to Use Social Data Monitoring: Monitoring: Brand conversation, competitive tracking, marketing impact, customer relations Discovery: Discovery: Insights around consumers, brands, categories or topics Innovation: Innovation: New opportunities for product development or expansion into new markets The application of the insights drives the appr The application of the insights drives the approach to exploring the data

• ach to exploring the data

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Data Exploration

Quant Quantitat itative to Qual ive to Qualitat itative Story Build ive Story Building ing

• 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

Dashboar Dashboards visualize quantitative metrics of the conversation ds 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 pr Sound bites provide context on many levels

• vide context on many levels

What is being said, by whom, in what environment, to what audience ¡

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Data Interpretation

Aggr Aggregate and synthesize data egate 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:

Cr Crowdfunding

• wdfunding: Rise of Brand Democracy & Opportunities for

: Rise of Brand Democracy & Opportunities for Outdoor Outdoor

May 8 May 8th

th fr

from 1:00-2:00 PM (MDT)

• m 1:00-2:00 PM (MDT)

Questions? Questions?