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Insights Webinar (Part I): Using Social Media Listening to Understand Consumers
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Today’s Agenda
• What is social media listening? • The research process
• Q & A
What is Social Media Listening?
Approaches to Research
Asking (surveys, interviews, focus groups)
Listening (social media)
Watching (ethnography, shop alongs)
Ways to Approach Research
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Building a Research Portfolio
Historical
Projectable
StaCc
Prove Hypotheses
InsCll Confidence
Real-‐Cme
DirecConal
Dynamic
Form Hypotheses
Provide Foresight
Flexible Plans
Fast Discovery
Strong Insight
Traditional Research Social Media Research
Social CRM
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The Social Media Landscape
TACTICAL STRATEGIC
SOCIAL MEDIA
Social Research
Social Marketing
Using social to understand consumer
perceptions, behaviors, attitudes
and needs relative to brands, products and
marketing
Using social to promote a brand
Using social as a customer service
channel
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Value of Social Media Listening
Timely Quick access to historical to real-time insight
Comprehensive Global audience across millions of sources
Unbiased Unprompted view of opinion and sentiment
Predictive Leading indicator of emerging trends/behavior
Contextual Reveals the “why” behind the “what”
Targeted Access to hard to reach segments
Flexible Easy to adapt methodology and response
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Applications for Social Media Listening
RESEARCH AND DEVELOPMENT
Identify new
product or market opportunities
CUSTOMER SERVICE
Quick response to customer needs or issues
CONSUMER, MARKET OR BRAND INSIGHT
Understand perceptions, attitudes, behaviors, needs and trends
BRAND MANAGEMENT
Monitor brand performance and reputation
INNOVATION
Reveal untapped consumer or market opportunities
MARKETING AND PUBLIC RELATIONS
Inform strategy, messaging and
tactics
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How Companies are Using Social Media Research
Pre/Early Research
Discover themes
Formulate hypotheses
Understand markets/targets
Mid/Ongoing Research
Track campaigns/launches
Manage reputation
Assess competitors
Post/Late Research
Measure success
Isolate opportunities
Drive innovation
The Research Process
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Data Mining
Social Media Database
• Real-time access to 5 years of historical data
• Over 250 million globe sources • Several hundred billion sound bites
Topic Development
• Build detailed queries through inclusion and exclusion filters
Database
Crawlers collect data off the web
The Internet
Conversation
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Data Cleansing
Filtering
Identifying the subject in the correct context, both mentioned and implied,
and eliminating false positives, duplicates and spam
Eliminating conversation not relevant to a brand or product
(e.g. ambiguous name with other meanings)
Disambiguation
Human analysis of a select data set to assess accuracy or identify
a particular desired metric
Annotation
Natural Language Processing
Technology
• Analysis engine that evaluates grammatical patterns in sentences
• Links subjects, objects, verbs, adjectives and other linguistic patterns to extract accurate understanding of what is being said
• More accurate than keyword matching
• Provides 90% data output accuracy
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Data Exploration
Ways to Use Social Data Monitoring: Brand conversation, competitive tracking, marketing impact, customer relations
Discovery: Insights around consumers, brands, categories or topics
Innovation: New opportunities for product development or expansion into new markets
The application of the insights drives the approach to exploring the data
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Data Exploration
Quantitative to Qualitative Story Building
• 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
Dashboards 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
Understand consumer preference and behaviors in their own words
Determine geographic influence on the conversa'on and
themes
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Data Exploration
Sound bites provide context on many levels What is being said, by whom, in what environment, to what audience
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Data Interpretation
Aggregate 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 from the data?
What does that mean for my business objective?
What is the opportunity for my business?
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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: Rise of Brand Democracy & Opportunities for Outdoor
May 8th from 1:00-2:00 PM (MDT)
Questions?
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