![Page 1: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/1.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SpringboardingfromSocialListeningtoSocialIntelligence
DouweRademaker
![Page 2: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/2.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Marketersnowhaveunprecedentedaccesstoconsumer‘sorganic,unfiltered,unsolicitedfeelings
![Page 3: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/3.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Thestruggleliesinmakingsenseofallthesocialdata
![Page 4: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/4.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Provenframeworkshelpusuncoverdeeperinsights
![Page 5: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/5.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SOCIALDATACANHELPCREATEADYNAMICMARKETSTRUCTUREANDBRANDEQUITYSCORE
SOCIALDATAMARKETSTRUCTURE
BRANDEQUITY
![Page 6: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/6.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
In2015,Volkswagenwastangledinanemissionsscandal…
A<erEPATes@ngfoundemissionsmuchlowerduringstandardtes@ngthanduringon-road
performance,VolkswageneventuallyadmiFedthat11millionofitsvehicleswereequippedwithSOFTWAREUSEDTOCHEATONEMISSIONSTESTS.
![Page 7: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/7.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
…resulVnginabacklashacrossmediaplaWorms
NEWSREPORTS SATIRE INTERNETMEMES
![Page 8: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/8.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
WelookedattheVWimagebeforeandaXerthescandal
![Page 9: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/9.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
BeingmenVonedwithotherbrandsinfersarelaVonship
![Page 10: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/10.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
(PRE-SCANDAL)
VWBRIDGESGAPBETWEENUSANDEUROBRANDSANDCOMPETESWITHPREMIUMUSBRANDS
![Page 11: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/11.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
(POST-SCANDAL)VWSTRONGERPOSITIONEDWITHEUROBRANDSANDLOSINGCONNECTIONTOUSBRANDS(ANDCONSUMERS)
![Page 12: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/12.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SCANDALRESULTEDINAMORENEGATIVEBRANDASSOCIATIONNETWORK,EXPACTATIONISTHATITWILLBESHORT-LIVED
![Page 13: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/13.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
PRE-SCANDAL POST-SCANDAL
CHANGESINABRANDSASSOCIATIVENETWORKIMPACTSITS‘BRANDDENSITYSCORE’
85
50
48
1O0
78
55
52
105
PRELIMINARYANALYSIS
![Page 14: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/14.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Socialfindingswereconsistentwithin-marketimpact
Source:autoguide.com“how-much-has-dieselgate-affected-vw-sales”
FINDINGS
• SpikeinVWmen@onsandnega@vesen@mentpost-scandal
• Frequencyofmen@onsreturnstonormallevelsrela@velyquickly
• ImpactofVW’sposi@oninmarketappearstobeminor
MARKET IMPACT
• SalesdeclinesrelatedtoaffecteddieselmodelsVWstoppedselling
• PerceivedtobeimpossiblethatVWcoulds@llbechea@ng
• Rebatesandstrongreputa@onhelpedweatherthestorm
![Page 15: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/15.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
FOURBENEFITSON-DEMANDCANBEDONEANYTIME,DON’TNEEDASURVEY1
2
3
4
UNLIMITEDSCOPENOLIMITSONNUMBEROFBRANDS–FROM10TO1000+
FULLYFLEXIBLEZOOM-INORZOOM-OUTONMARKET/COMPETITIVESET
TIMEPERIODANALYSISUNDERSTANDTRENDSORIMPACTOFSPECIFICEVENTS
![Page 16: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/16.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
INSUMMARYSOCIALDATAPROVIDESACCESSTOORGANICCONSUMERDATA
PROVENFRAMEWORKSESSENTIALINMOVINGFROMDATATO
INTELLIGENCE
TRUEFORESIGHTSCOMEFROMINTEGRATIONOFSOCIAL
INTELLIGENCEWITHOTHERINSIGHTS
![Page 17: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/17.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
ThankYou!
![Page 18: Springboarding from Social Listening to Social Intelligence · Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR2017 FOUR BENEFITS](https://reader033.vdocuments.us/reader033/viewer/2022042317/5f0609f77e708231d415fc97/html5/thumbnails/18.jpg)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Q&A
AndrewJeavonsMassCogni@on
DouweRademakerIpsos