improving people‘s lives social media intelligence (smi...
TRANSCRIPT
© GfK 2016 | Social Media Intelligence 1
IIex North America | June 13, 2016
Social Media Intelligence (SMI)
Improving people‘s lives by listening to and
being part of the conversation
© GfK 2016 | Social Media Intelligence 2
Bringing new value through ...
© GfK 2016 | Social Media Intelligence
Helping consumers ‘get the job
done’
Connecting emotionally
Making change easy toadopt
Being part of the
conver-sation
Improvingpeople’s
lives
2
© GfK 2016 | Social Media Intelligence 3
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Valueexchan
ge
Changingexpectations
Changinglandscape
Social conversations
The marketplace is an ever-changing ecosystem where BENEFITS are the CURRENCY
Jobs to get done
Digital has transformed the landscapeof influences and opportunities
Valueexchan
ge
New competitive
activity
Channeloptions
© GfK 2016 | Social Media Intelligence 3
© GfK 2016 | Social Media Intelligence 4© GfK 2016 | Social Media Intelligence 4
Whatif?
© GfK 2016 | Social Media Intelligence 5© GfK 2016 | Social Media Intelligence 5
What’sbeing said
about “how to get the job
done?”Which
needs are discussed? Are
any unmet?
What isthe reason for
excitement?What
has theconsumers’ ear? Within
category? More broadly?
What’sbeing said
about “how to get the job
done?”
© GfK 2016 | Social Media Intelligence 6
Under-standing benefits
in CONTEXT delivers theemotional
“wows”
© GfK 2016 | Social Media Intelligence
“Must haves”
“Nice to have” – delighters
“Emotional reward”
6
© GfK 2016 | Social Media Intelligence 7
Case Study - AlconContact lenses & social media
How arethe benefits
consumers are looking for in my categorychanging?
Whichbenefit spaces
are growing with-in my categories/
how can this guide
my innovationefforts?What
content & messaging of
Alcon’s (digital) communicationwill maximize
productvalue?
Why didthey do this?
Optimize digital communications
strategy.© GfK 2016 | Social Media Intelligence 7
© GfK 2016 | Social Media Intelligence 8
Key outcomes
8%
36%
24%
32%
Negative Neutral Positive
High shareof negativity
© GfK 2016 | Social Media Intelligence 9
Product 2
Key outcomes
Share of brand mentions from the total cornerstone brand mentions (%)
27%
Product 1
21%
6%
7%
2%
6%
6%
14%
A
B
Product 4 C
Product 3 22%
16%
17%
24%
8%
8%
14%
1%
© GfK 2016 | Social Media Intelligence 10
OPPORTUNITIES
Cus-tomized
NICE TO HAVES
PAY ATTENTION! MUST HAVES
Strategic communication matrixFREEDOM
Sha
re o
f dim
ensi
on w
ithin
the
corn
erst
one
Share of dimension positive sentiment
On-the-go/portable
Specific occasions
Value
Easyto use
Save time
Versatile
Easyto use
Value
Cus-tomized
© GfK 2016 | Social Media Intelligence 11
Key recommendations
Consumersare looking for
two major benefits: "Freedom" & “Well-being” and Brand B is leading in these
areas.
Put strongerfocus on these
two cornerstones and clearly communicate
the specificbenefits.
© GfK 2016 | Social Media Intelligence 11
© GfK 2016 | Social Media Intelligence 12
Key recommendations
Although"Security" is a
“hygiene” factor in this category, currently
consumers don’t have a positive experience,
which could lead to dissatisfaction and
category exit.Provide
appropriate infor-mation/educational content to meet the basic Safety needs of consumers along
their journey(purchase/usage/
repurchase)
© GfK 2016 | Social Media Intelligence 12
© GfK 2016 | Social Media Intelligence 13
Key recommendations
© GfK 2016 | Social Media Intelligence 13
Lowknowledge in
the category which causes frustration & disappointment with
brands and the category as
a whole. Create aneducational
program for con-sumers to increase
level of knowledge in the category. Promote
program through ophthalmologists
and popular forums.
© GfK 2016 | Social Media Intelligence 14
In closing…When can
this benefit your innovation &
marketingstrategy?
© GfK 2016 | Social Media Intelligence 15
Let’s Connect!
Natasha Stevens | Senior Vice President [email protected] | 617-223-7691