ama-netbase webcast - making social media work for you
TRANSCRIPT
AMA Webcast:Making Social Media Work for You
Presenters:
Dave Evans, Co-founder, Digital Voodoo & author of Social Media Marketing: The Next Generation of Business EngagementEliska M. Johnson, Global Project Consultant, Knowledge and Insights, The Coca-Cola Company
Stephen D. Rappaport, Knowledge Solutions Director, the ARF and author of Listen First!Anna Carbonara, Moderator, American Marketing Association
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Twitter Please reference hash tag: #SMWORKS, when tweeting about this webinar
Today’s Speakers
Stephen Rappaport
Knowledge Solutions Director, The ARF
Author: Listen First!
Dave Evans
Author: Social Media Marketing
Lisa Joy Rosner
CMO, NetBase
Eliska Johnson
Global Project Consultant Knowledge & Insights
A Quick Poll Before We Begin…
• What is your Social Media IQ?
1. Tweeting is something birds do
2. I have a Facebook page, but really don’t use it.
3. I am on Facebook, LinkedIn and have 150 connections
4. I am on Facebook, Twitter, LinkedIn, with over 500
connections each and yes, since you asked, I am standing
in line at Starbucks, where I just checked in on FourSquare!
5
Dave EvansAuthor: Social Media Marketing
Twitter: @evansdave
Blog: ReadThis.com
• More than consumption
• Starts with curation
• Creation is part of it
• Collaboration defines it.
�Advocacy
�Purchase
�TrialCollaboration
�Creation
�Curation
�Consumption
Identify and focus on processes, metrics and measurements that a) relate to collaborative engagement (example:
conversational intensity), and b) are applicable to your business objectives (example: net unique advocates).
(Re)Define Engagement
Engagement on the Social Web
Advocacy
Collaboration
Consumption
Engagement: Amex (Community)
• Business Objectives:
� Stronger Loyalty
• Approach Used:
� Customer Community
• What Was Done:
� Member small businesses
connected with each other
• Results vs. Objectives
� >1 million monthly unique visitors
American Express OpenForum serves the interests of American
Express business customers: As a result of this social design, is also
serves the interests of American Express.
Engagement: Boingo (Support)
• Business Objectives:
� Excellent Service
• Approach Used:
� Listening/ Participation
• What Was Done:
• Results vs. Objectives
� Real-time resolution of local service issues (drives innovation)
� Credit for resolution and caring (instead of negative conversation)
Service process combines telephone and Twitter-based resources.
The result is public credit to Boingo for resolution.
Measuring Conversations
• Listening: What do people care about?
• Setting a Baseline
• Events, Trends and Noise
• Measurement Platforms and Examples
The Impact of Conversations
consumer-generated
(Think “megaphone”)
marketer-generated
(Think “funnel”)
word-of-mouth
convers
ion
impact
use
form opinion
talkbe aware
consider
buy
Assessing Engagement
• Dashboard view provides
summary info, sentiment,
top sources
• Referrer data facilitates
drill-down to sites
• Site/source data can be
examined for additional
insights
Assessing Influence
• Influencers: Prioritizing, Connecting, and Activating
Assessing Advocacy
• Likelihood of Recommendation (0-10)
• Share of Promoters (9-10)
• Share of Detractors (0-6)
• Difference is Net Promoter score
% Strong Promoters
- % All Detractors
= Net Promoter Score, %
Poll #2
• How interested are you in incorporating Social Media
Market Research into your overall strategy?
• Not at all Extremely
| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.16
2 3 4 51
Stephen RappaportKnowledge Solutions Director, The ARF
Author: Listen First!
Twitter: @steverappaport
Blog: listenfirst.thearf.org
Listening is …
The study of naturally occurring signals
conversations, behaviors and biometrics
That may, or may not, be guided
To bring the voice of people’s lives into the brand
What people say, do and feel
Emotions, mindsets, cultures
Not just online sources
Interdisciplinary
Two Ways to Think About Brands
Creates Competitive Advantage
Source: http://www.senseandrespond.com/?page_id=7
Gain Competitive Edge through Signal Advantage
The ability to capture, interpret and act upon signals
from rich and dynamic data
Advantage therefore accrues to companies that can
focus on the right information, extract the
relevant signals, process them rapidly, and
modulate their organization’s
behavior accordingly.
Signal Advantage Will Shift Research Investments
Innovation Sense/Respond
Evaluation
Market research as “order takers”
Market research as strategic foresight organization
Traditional Market
Research
BusinessContributors
Strategic Insights
Organization
Insights as aCompetitiveAdvantage
90% of benchmarked companies are clustered in bucket one and two
1
2
3
4
Market Research Will Deliver More Value
Marketing Objectives Achieved Through Listening
� Understand mindsets
� Discover new customers
� New product development
� Shape and sharpen
messaging
� Improve existing products
� Maintain sales momentum
� Drive brand growth
� Rebrand or reposition
� Address public issues
� Manage reputation
� Manage brand health
� Customer care
� Increase loyalty and
customer value
Research Tasks Listening Performs
� Profile new customers
� Detect early market shifts
� Customer segmentation
� Complement “asking”
research
� Concept testing
� Product co-creation
� Discover/evaluate brand
attributes
� Message
development/testing
� Competitor analysis
� Problem detection
� Insight Development
Listening Solutions Cheat Sheet
Text Analytics
• Collect and harvest
• Extract and structure
• Describe, analyze, report; machine-scored
sentiment
• Integrate
Search, Real-time Search, Alerts
• Terms, topics, trends; engine/service specific
• Alerts and subscriptions
• Real-time often add social data, such as
retweets, influence
• Can be analyzed on its own or become
inputs
Private Branded Communities
• Collect and harvest conversations and data
• Guided and unguided activities
• Describe, analyze, report; often qualitative
• Engagement and research focus
Full-service Vendors
• Provide end-to-end solutions
• Analyze, report, consult
• Some offer agency services
Setup
• Scope … Questions
• Voices … Who to Listen to
• Sources … Brand & Consumer Backyard
• Collect … Define Queries, Harvest
• KPIs … Internal & Market Impacts
Operations
• Collect … Conversations
• Clean … Data, De-dup, Kill Spam
• Test … Data Collection & Cleaning
Analyze/Report
• Structure … Data for Analysis
• Analyze … Question-based Analysis
• Report … Dashboards, Docs, Stories
Evaluate & Iterate
• Assess …
• Improve …
• Learn and Apply …
Listening Research Guide
Listening Research: Keep in Mind
• Listening Goals
� Agree on these first
• Project Requirements
� Know them beforehand
� Which questions will you answer?
• Eyes Wide Open
� Understand strengths and limitations
� Figure out the trade-offs
• Management and Organization
� Determine who owns listening
� Identify and involve listening “clients”
� Assess skill sets and gaps: in-house, vendor
� Estimate impact on staff time
� Adapt culture and communication
“We’re looking into listening,
trying to figure out what to
do with it. Otherwise we’ll
get lots of stuff, but what
does it mean?”
- Director Global Strategic
Insights, Fortune 100 Co.
New Skills
� Research Question
Formation
� Unstructured Data Expertise
� Classification
� Pattern Recognition
� Bottom-up Reasoning
� Communication Theory
� Question-based Analysis
� Triangulation
� Creativity and Inventiveness
� Openness
Poll #3
• If you are thinking of doing Social Media Market
Research what is holding you back?
1. Budget
2. Knowledge
3. Staff/Resources
4. All of the above
Social Media in Action
How Do We Use NetBase for Social Research?
| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.32
Trends Buzz/SentimentBrand Passion/
EngagementTracking
Confirmational
Insights
New
Insights
Intensity
Measuring
What is the Request Process?
• Can you look
into what is
being said
about xxx?
• Extract insights
• Present findings
• Determine next
steps
Brandscapes
AnalysisConsumerBase
Brand Manager
Request
• Build search in
ConsumerBase
and develop
report
Online Chatter Trends
• The Coke Zero 400 sponsored by Coca Cola on the 4th of July helped to increase online
chatter in early July. NASCAR related sites were responsible for most of the increased
chatter during that time.
• Chatter also rose slightly in mid July when Pepsi released a commercial for Pepsi MAX where
a Coke Zero driver drinks a Pepsi MAX. This chatter was mostly on advertising and marketing
focused sites.
Past 12 months
What are Consumers Saying Online?
I prefer Coke Zero because it feels like I'm doing something moderately healthy with my diet even though I've heard horror stories about aspartame.
I prefer Coke Zero because it feels like I'm doing something moderately healthy with my diet even though I've heard horror stories about aspartame.
Nothing is better than
Coke Zero. I can
remember the first time I
ever had one at some
dumpy gas station. It's like
a bottle full of AWESOME.
Nothing is better than
Coke Zero. I can
remember the first time I
ever had one at some
dumpy gas station. It's like
a bottle full of AWESOME.
My husband drinks a lot of Coke Zero too, mainly because he watches his weight very meticulously.
My husband drinks a lot of Coke Zero too, mainly because he watches his weight very meticulously.
I switched from Coke to Coke Zero mainly because I like the taste of Coke Zero better.
I switched from Coke to Coke Zero mainly because I like the taste of Coke Zero better.
I also went with Coke Zero over regular Coke since that was another easy 200-300 calorie saving.
I also went with Coke Zero over regular Coke since that was another easy 200-300 calorie saving.
I drink Coke Zero because of the taste.
I drink Coke Zero because of the taste.
Then I drink Coke Zero 'cause it wakes me
up more than coffee, and in about twenty
minutes or less, I'm at work, miserable but
determined.
Then I drink Coke Zero 'cause it wakes me
up more than coffee, and in about twenty
minutes or less, I'm at work, miserable but
determined.
Coke Zero is pretty gross.
Coke Zero is pretty gross.
Coke zero is just bland.Coke zero is just bland.
Cherry Coke Zero tastes GREAT.
Cherry Coke Zero tastes GREAT.
Pepsi Max and Coke Zero are pretty similarly disgusting to me Somebody tell me what chemical I don't have a taste for.
Pepsi Max and Coke Zero are pretty similarly disgusting to me Somebody tell me what chemical I don't have a taste for.
Coca Cola Zero, Fanta Zero, Sprite
Zero etc the taste is so disgusting I
can only express it fully in my native
language and it isn't much healthier
anyway, they just replaced the sugar
with the sweetener aspartame.
Coca Cola Zero, Fanta Zero, Sprite
Zero etc the taste is so disgusting I
can only express it fully in my native
language and it isn't much healthier
anyway, they just replaced the sugar
with the sweetener aspartame.
Secondly Coke Zero is GROSS.
Secondly Coke Zero is GROSS.
Coke Zero is an impossibly bad product.
Coke Zero is an impossibly bad product.
Top Sites for Discussion about Coke Zero
Thank you!
Q&AConnect with us on Twitter: #Net_Base or @Net_Base
Tweet about this event #smworks
Email: [email protected]
Dave Evans: Twitter: @evansdave
Stephen Rappaport: Twitter:@steverappaport
Eliska Johnson: Email: [email protected]
Lisa Joy Rosner: Twitter: @lisajoyrosner
Join Us For 11 for ‘11
Managing the Mess: 11 Tools To Manage Social Media
Wednesday, March 16, 2011 11:00 am/PT
Thank You for your Participation!
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