listen in: how to gain insights from conversations by frank cotignola of mondelēz international -...
DESCRIPTION
Social Media and search behavior has forever changed the way we gather and interpret consumer insights. Through detailed examples, you’ll discover how to use social media and search data to uncover important insights that you can use in new product development, category “white space” analysis, and other broad trends that impact the consumer marketplace. Using a mixture of “paid” and “unpaid” tools, you’ll learn how social media and search data can help you uncover valuable consumer insights.TRANSCRIPT
Listen InHow To Gain Insights From Conversations
Frank CotignolaTwitter: @fco24www.frankcotignola.com
What Is Social Media Listening?
https://commons.wikimedia.org/wiki/File%3AEar.jpg
How to Understand Consumers Via
1. Social Media Conversations
2. Search Behavior
3. Integration With Other Data
4
How Do We Usually Go About It?
5
We Listen Only For Our Brands
And We Therehttps://commons.wikimedia.org/wiki/File%3ASTOP_sign.svg
6
Why Is This An Issue?• Most conversations (approximately
90%) don’t involve brands• Missing most of the richness and
insight that social media listening can provides
7
What Should We Be Doing?
• Listen for conversations around brands (categories, times of day, etc.)
• Then see where your brand fits into the conversation
88
Things to Consider
Inertia and the “Threat of the
New”
Are These Really My
Consumers?
Tell Me the Demographics
Who Has Time To Read All Of
This?
“What Does This Tell Me That I Don’t Already
Know?”
99
Start By Looking At
Examples
Understand the Economy Before the Next Data Release
More “Strong” Than “Weak”But Barely….
Source: NetBase 52 Weeks Ending June 1, 2013
strong
recover
do well
do better
avoid triple-dip recession
healthy
faster
stable
job
work for everyone
23%
9%
7%
7%
4%
4%
3%
3%
3%
2%
Economy “Likes”
weak
recession
fall apart
shamble
stagnant
debilitate it
sluggish
not do wellmess up
economyhow bad
17%
9%
5%
5%
4%
4%
4%
4%
3%
3%
Economy “Dislikes”
Positive: 53%Negative: 47%
Not Much Change Over Past Three Months
Source: NetBase Three Months Ending June 1, 2013
strong
avoid triple-dip recession
recover
do well
do better
healthy
stable
faster
perk up
competitive
21%
10%
9%
6%
5%
4%
3%
3%
2%
2%
Economy “Likes”
weak
recession
fall apart
shamble
hit economy
not do well
stagnant
debilitate it
show sign
slow
18%
7%
4%
4%
4%
3%
3%
3%
3%
3%
Economy “Dislikes”
Positive: 53%Negative: 47%
Sentiment Turns Negative Over the Past Month
13Source: NetBase 52 W/E 5-26-13
5/27/1
2
6/10/1
2
6/24/1
2
7/8/1
2
7/22/1
2
8/5/1
2
8/19/1
2
9/2/1
2
9/16/1
2
9/30/1
2
10/14/1
10/28/1
11/11/1
11/25/1
12/9/1
2
12/23/1
1/6/1
3
1/20/1
3
2/3/1
3
2/17/1
3
3/3/1
3
3/17/1
3
3/31/1
3
4/14/1
3
4/28/1
3
5/12/1
3
5/26/1
30
100,000 200,000 300,000 400,000 500,000 600,000
Number of “Economy” Mentions
5/27/1
2
6/10/1
2
6/24/1
2
7/8/1
2
7/22/1
2
8/5/1
2
8/19/1
2
9/2/1
2
9/16/1
2
9/30/1
2
10/14/1
10/28/1
11/11/1
11/25/1
12/9/1
2
12/23/1
1/6/1
3
1/20/1
3
2/3/1
3
2/17/1
3
3/3/1
3
3/17/1
3
3/31/1
3
4/14/1
3
4/28/1
3
5/12/1
3
5/26/1
3(30)
(20)
(10)
0
10
20
30
Net Sentiment on the “Economy”
Where Is the Economy Discussed?
Source: NetBase 52 W/E 5-26-13
“U.S Economy” Searches Have Been Fairly Steady Over the Past Three Years After Peaking in 2009
Source: Google Trends
What/Where Is Being Searched On the “Economy”
Source: Google Trends
Who Owns Economic Discussions?What Is the Emotional State of the “Economy”?
17
PEOPLE EMOTIONS
Source: NetBase 52 W/E 5-26-13
While net sentiment has improved recently, it remains negative
18Source: NetBase 52 W/E 5-26-13
5/27/1
2
6/10/1
2
6/24/1
2
7/8/1
2
7/22/1
2
8/5/1
2
8/19/1
2
9/2/1
2
9/16/1
2
9/30/1
2
10/14/1
10/28/1
11/11/1
11/25/1
12/9/1
2
12/23/1
1/6/1
3
1/20/1
3
2/3/1
3
2/17/1
3
3/3/1
3
3/17/1
3
3/31/1
3
4/14/1
3
4/28/1
3
5/12/1
3
5/26/1
30
50,000
100,000
150,000
200,000
250,000
Number of “Unemployment” Mentions
5/27/1
2
6/10/1
2
6/24/1
2
7/8/1
2
7/22/1
2
8/5/1
2
8/19/1
2
9/2/1
2
9/16/1
2
9/30/1
2
10/14/1
10/28/1
11/11/1
11/25/1
12/9/1
2
12/23/1
1/6/1
3
1/20/1
3
2/3/1
3
2/17/1
3
3/3/1
3
3/17/1
3
3/31/1
3
4/14/1
3
4/28/1
3
5/12/1
3
5/26/1
3(45)(40)(35)(30)(25)(20)(15)(10)
(5)0
Net Sentiment on “Unemployment”
Unemployment searches have moderated since 2011
Source: Google Trends
20
IN THE END…
…Interpretation and Judgment…Listening can both enhance (and substitute for) asking
