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Understanding How to Use Social Insights
PredictivelyUsing Social Media and Search To Unlock
Insights
Frank CotignolaTwitter: @fco24www.frankcotignola.com
Defining Social Media Listening
How to Understand Consumers Via
1. Social Media Conversations
2. Search Behavior
3. Integration With Other Data
4
What Is the Usual Social
Media Listening
Path?
5
We Listen Only For Brands
6
Why Is This An Issue?
• According to past studies, most conversations (approximately 90%) don’t involve brands
• If you are listening only for your brand, you are missing out on most of the richness and opportunity that social media listening 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
8
The Many Benefits of Listening
• Unedited conversations
• Ability to trend• Huge sample sizes• Infinite number
of topics• 24/7 opinions• Global reach
2011 2012 2013 2014 2015 2016%
5%
10%
15%
20%
25%
30%
35%
40%
45%
29.6%32.3%
34.7%36.5% 38% 39.2%
Internet Users (% of Population) Worldwide 2011-2016
Source: eMarketer http://goo.gl/EBguq
99
What’s Possible Using Social Media Listening?
Market Structure
New Product Ideas
Brand Positioning
Forecasting Track Ad Effectiveness
Research Neglected
Topics
Retail Opportunities
Competitive Analysis
1010
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?”
1111
Start By Looking At
Examples
Understand the Economy Before the Next Data Release
Still Pretty BadPositive vs. negative behaviors about the economy
Source: NetBase 52 Weeks Ending September 1, 2012
Improving Sentiment, But Still Negative
Top Sources of Buzz
14Source: NetBase January 3, 2013,
Mixed Messages
Source: NetBase January 3, 2013, 15
While Government Dominates, Still a Job/Taxes Focus
16Source: NetBase January 3, 2013,
Joy
18
JoyExtremely Positive Sentiment, 300k Discussions Per Month
5/13/1
2
6/3/1
2
6/24/1
2
7/15/1
2
8/5/1
2
8/26/1
2
9/16/1
2
10/7/1
2
10/28/1
11/18/1
12/9/1
2
12/30/1
1/20/1
3
2/10/1
3
3/3/1
3
3/24/1
3
4/14/1
3
5/5/1
3 0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Number of Mentions May 2012-May 2013
5/13/1
2
6/3/1
2
6/24/1
2
7/15/1
2
8/5/1
2
8/26/1
2
9/16/1
2
10/7/1
2
10/28/1
11/18/1
12/9/1
2
12/30/1
1/20/1
3
2/10/1
3
3/3/1
3
3/24/1
3
4/14/1
3
5/5/1
3 65
70
75
80
85
90
Net Sentiment May 2012-May 2013
Source: NetBase 52 w/e 5/12/13
19
What’s Discussed When “Joy” Is Mentioned
Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions
20
Joy Likes and Dislikes
Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions
joy
insight
strength
pure
make me stronger
JOY
simple
bring peace
73%
12%
3%
2%
1%
1%
1%
1%
Share of LikesMay 2012-May 2013
joy
tear
burn out pain
contagious
sorrow
infectious
die of joy
life
unspeakable
wither away joy
poison
tattoo tear
color
not last long
bring tear
succumb to effect
32%
16%
14%
9%
5%
4%
4%
2%
1%
1%
1%
1%
1%
1%
1%
1%
Share of DislikesMay 2012-May 2013
21
Where Is “Joy” Discussed?
Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions
22
Females Dominate “Joy” Conversations
Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions
23
“Joy” Searches Peak During December Holidays
Source: Google Trends
What About Chocolate In the Morning?
25http://goo.gl/NgnvE
26
Chocolate Searches: Rising, Holiday Peaks
Source: Google Trends http://goo.gl/cUi8y
27
Cake, Cookies, Recipes Most Popular Chocolate Searches
Source: Google Trends http://goo.gl/cUi8y
28
Chocolate conversations: increase from Halloween through peak of Valentine’s Day
Number of Conversations By Month
Positive/Negative Sentiment
Source: NetBase Insight Composer 52 w/e 4-6-13
Positive Negative Neutral
16.3
2.9
80.8
29
Time of day not a factor in top Chocolate conversations
Share of Top 100 Chocolate Mentions
hot chocolatecake
chocolate milkchocolate cakedark chocolate
coffeecookies
Chocolate chipwhite chocolate
recipeCup
Vanillachocolate barstrawberries
milkEating chocolate
Peanut ButterIce Cream
dessertcandy
Eggsmilk chocolate
box of chocolateschocolate factory
sugarFlavors
Barchocolate covered
butter
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0%
8.5%4.4%
3.6%3.4%
3.4%3.0%
2.9%2.8%
2.7%2.7%
2.6%2.5%
2.4%2.0%2.0%1.9%
1.9%1.9%1.8%
1.6%1.3%1.3%1.3%1.3%
1.1%1.1%
1.0%1.0%1.0%
Source: NetBase Insight Composer 52 w/e 4-6-13
30
Even when you focus on “chocolate” and “morning,” chocolate only represents less than 10% of the top 100 conversations
Share of Top 100 Chocolate/ Morning Mentions
Source: NetBase Insight Composer 52 w/e 4-6-13
hot chocolatecoffee
breakfasteggs
Good Morningchocolate milk
cookiescake
chocolate cakeEaster
dark chocolatemilk
vanilladinner
tealunch
chocolate chipStrawberry
White Chocolatecup
peanut buttereating chocolate
chocolate eggsFruitbed
Chocolate Bar
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0%
8.7%5.7%
4.1%3.7%
2.8%2.7%
2.6%2.1%2.0%2.0%2.0%
1.9%1.9%1.9%1.9%1.8%
1.7%1.7%
1.6%1.5%1.5%
1.4%1.3%1.2%1.2%
1.1%
Chart Title
Series1
31
“Not eat” almost as large as “eat”
Source: NetBase Insight Composer 52 w/e 4-6-13
32
Chocolate on PinterestCandy, Cakes, and Keyboards
Source: Pinterest, “Chocolate”
33
Cholesterol
http://www.raw-milk-facts.com/cholesterol_primer_T3.html
34http://consumer.healthday.com/Article.asp?AID=656146
CHOLESTEROLDespite nuts’ benefits, 28 other words are mentioned more frequently
Source: NetBase Insight Workbench 52 w/e August 2011
“Nut” is #29
36
“Nut” Mentions, Cholesterol Conversations
CHOLESTEROLWhile the word on nuts is getting out, there aren’t enough conversations
Source: NetBase Insight Workbench 52 w/e August 2011
37
IN THE END…
…Interpretation and Judgment…Listening can both enhance (and substitute for) asking
38
Thank you!
Frank Cotignola@fco24www.frankcotignola.com
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