Insights Webinar (Part I): Using Social Media Listening to Understand Consumers
Today’s Agenda • What is social media listening? • The research process • Q & A 2 ¡
What is Social Media Listening? What is Social Media Listening?
Ways to Approach Research Asking ¡ (surveys, ¡ interviews, ¡ focus ¡groups) ¡ Approaches ¡to ¡ Research ¡ Watching ¡ Listening ¡ (ethnography, ¡ (social ¡media) ¡ shop ¡alongs) ¡
Building a Research Portfolio Trad radit itional Resear ional Research ch Social Media Resear Social Med ia Research ch Historical ¡ Real-‑Cme ¡ Dynamic ¡ StaCc ¡ Projectable ¡ DirecConal ¡ Flexible Plans Flexible Plans Fast Discovery Fast Discovery Prove ¡ Form ¡ Str Strong Insight ong Insight Hypotheses ¡ Hypotheses ¡ InsCll ¡ Provide ¡ Confidence ¡ Foresight ¡ 5
The Social Media Landscape TACTICAL STRATEGIC Using social to promote a brand Social Social Social Research Marketing CRM Using social as a customer service Using social to channel understand consumer perceptions, behaviors, attitudes and needs relative to brands, products and marketing SOCIAL MEDIA 6
Value of Social Media Listening Timely imely Quick access to historical to real-time insight Comprehensive Compr ehensive Global audience across millions of sources Unbiased Unbiased Unprompted view of opinion and sentiment Predictive Pr 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 7
Applications for Social Media Listening CUSTOMER SERVICE CUSTOMER SERVICE CONSUMER, MARKET OR BRAND INSIGHT CONSUMER, MARKET OR BRAND INSIGHT Quick r Quick response to customer esponse to customer Understand per Understand perceptions, attitudes, behaviors, ceptions, attitudes, behaviors, needs or issues needs or issues needs and trends needs and tr ends RESEARCH AND RESEARCH AND BRAND MANAGEMENT BRAND MANAGEMENT DEVELOPMENT DEVELOPMENT Monitor brand perfor Monitor brand performance mance Identify new Identify new and r and reputation eputation pr product or market oduct or market opportunities opportunities 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 8
How Companies are Using Social Media Research Pre/Early Research Post/Late Research Post/Late Resear ch Mid/Ongoing Resear Mid/Ongoing Research ch Discover themes Measure success Track campaigns/ launches Formulate hypotheses Isolate opportunities Manage reputation Understand markets/ targets Drive innovation Assess competitors 9
The Resear The Research Pr ch Process ocess
Data Mining The Internet The Inter net Social Med Social Media Database ia Database Real-time access to 5 years of • historical data Over 250 million globe sources • Crawlers collect data Several hundred billion sound bites • off the web Topic Development opic Development Build detailed queries through • inclusion and exclusion filters Database Database Conversation Conversation 11
Data Cleansing Filtering Filtering Identifying the subject in the correct Natural Language Pr Natural Language Processing ocessing Technology echnology context, both mentioned and implied, and eliminating false positives, Analysis engine that evaluates • duplicates and spam grammatical patterns in sentences Links subjects, objects, verbs, • Disambiguation Disambiguation adjectives and other linguistic Eliminating conversation not patterns to extract accurate relevant to a brand or product understanding of what is being said (e.g. ambiguous name with More accurate than keyword • other meanings) matching Provides 90% data output accuracy • Annotation Annotation Human analysis of a select data set to assess accuracy or identify a particular desired metric 12
Data Exploration The application of the insights drives the appr The application of the insights drives the approach to exploring the data oach to exploring the data 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 13
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 ¡ Determine ¡geographic ¡ influence ¡on ¡the ¡ conversa'on ¡and ¡ themes ¡ Understand ¡consumer ¡preference ¡and ¡ 14 behaviors ¡in ¡their ¡own ¡words ¡
Data Exploration Sound bites pr Sound bites provide context on many levels ovide context on many levels What is being said, by whom, in what environment, to what audience ¡ 15
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 What does that mean for What is the opportunity from the data? my business objective? for my business? 16
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 Cr owdfunding: Rise of Brand Democracy & Opportunities for : Rise of Brand Democracy & Opportunities for Outdoor Outdoor May 8 May 8 th th fr from 1:00-2:00 PM (MDT) om 1:00-2:00 PM (MDT) 17
Questions? Questions?
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