how social media understanding drives...

How Social Media Understanding Drives Innovation

Jonathan Spier, CEO NetBase

April 28, 2010

| Confidential | © 2010 NetBase Solutions. All Rights Reserved Worldwide.2

The Content Explosion

988 Exabytes per Year

=All books ever written

x16 million

420 PETABYTES of Web Content created every year

=

All Books Ever WrittenX

6,800


A Fundamental Transformation

Presenter

Presentation Notes

New way to get information New ways to report information Iran – we wouldn’t have known if not for twitter



Presenter

Presentation Notes

From barber shops, salons and bowling alleys … to Staying in touch online IS FACEBOOK GOING TO MAKE HIGH SCHOOL REUNIONS A MOOT POINT? This isn’t just the old way of keeping in touch.. The new medium makes it so easy and fun that people share updates on what they had for breakfast



Presenter

Presentation Notes

We used to have to ask people what they thought of things – products, services, restaraunts. Now – it’s “the crowd” reviewing things, and its online. How many have had this experience yet: You are in a movie theater, and a teenager is TEXTING her thoughts about the movie to her friends. The movie no longer needs to end before the word is getting out what people think of it!!


Social Media Stats

users as of Feb 2010

Fastest growing segment: Females

Over Blogs

post/tweet daily

post brand opinions

trust peer reviews

trust ads

skip ads

Doubled reach of TV

in of the time


Social Media Tools Spectrum


Where is the ROI in Understanding Social Media?


Innovation and Two Case Studies….


Definition of Innovation


Methods for Gathering Consumer Understanding

• Natural

• Immersive

• Descriptive

• Multi-method

• Adaptable


Listerine: Negative Themes


Develop a gentle version of Listerine.

New product could be called Listerine with Soothing Power.

Investigate one consumer’s idea of a peroxide-based mouthwash.

The biggest issue raised by consumers is that Listerine is too harsh.

This theme was 14% of negative comments.

Potential InnovationInsight

Opportunity: New Listerine with Soothing Power


Listerine: Positive Themes


Determine effectiveness of Listerine for toe nail fungus treatment.

Introduce a toe nail fungus treatment “from the makers of Listerine”.

The second most mentioned benefit of Listerine is that it can be used to treat toenail fungus.

This theme was 9% of positive comments.


Opportunity: Toenail Fungus Treatment


Determine effectiveness of Listerine as a mosquito repellent.

Publish a survival kit with Listerine listed as not only a mouth wash but also a mosquito repellent.

A commonly mentioned benefit of Listerine is that it can be used to repel mosquitoes.



Opportunity: Mosquito Repellent


Determine effectiveness of Listerine for acne treatment.

Introduce an acne treatment “from the makers of Listerine”.

Many consumers talk about using Listerine to treat their acne.

A few disputed the efficacy of this practice.



Opportunity: Acne Treatment


Include a grandfather figure in advertising creative.

Test whether emphasizing the masculinity of Listerine (e.g. its strong flavor) makes it more appealing to some consumers.

A few consumers talked about their emotional connection to Listerine.

Listerine tends to remind some people of their grandfathers.


Opportunity: Listerine Reminds Me of Grandpa


wii: Negative Themes


Opportunity: Education on Correct Use

Create new safety product inserts

Run safety ad campaigns

Build relationship with medical community

The wii has injuries associated with actual play

This theme was 21.60% of negative comments.



wii: Positive Themes


Expand the wii program to all the gyms in the Active franchise and others

Develop a rewards program for top performers within the competition: Active Tennis Match.

Bring in a new member category, the gamer

People are using the wii in fitness centers



Opportunity: Gyms as Major Distribution Channel


Expand the wii program to senior centers for physical fitness and social games they love

Write a new game to help the patient gain fine motor skill proficiency

Develop PR programs around stroke education

The wii is being used for stroke recovery

This theme was 10.81% of positive comments.


Opportunity: Expand into New Markets


Social Media is Here to Stay


Questions?

Thank you!

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