Getting Ahead of Demand

Wednesday, September 19, 2012

Frank CotignolaTwitter: @fco24

www.frankcotignola.com

Social Media Listening Defined

Understanding Consumers

1. Social media conversations

2. Search behavior

What It Isn’t

(But What It May Lead To)

Asking

Listen to What Customers Are Saying

Does Your Brand Fit Into

The Conversation?

Putting Theory Into Practice

Chocolate

Chocolate Searches Peak During Valentine’s Day, Christmas

Source: Google Insights for Search

Cake, Cookies, Recipes Most Popular Chocolate Searches

Source: Google Insights for Search

There Have Been More Than 17 Million Chocolate Conversations Over the Past Year, With the Peak at Valentine’s DayNumber of conversations by

month

Valentine’s Day Peak

Positive/negative sentiment

Source: NetBase 52 weeks ending September 1, 2012

‘Cake/Chocolate Cake’ & ‘Hot Chocolate’ Are the 2 Most Popular Chocolate Topics

Discussed

Source: NetBase 52 weeks ending September 1, 2012

Share of top 50 mentions when chocolate is discussed

Cake Dark Chocolate

Source: NetBase 52 weeks ending September 1, 2012

Dark Chocolate Is Good for You & Reduces Stress, While Chocolate Cake Helps You

Lose Weight!

Increased Interest in Dark Chocolate (via Search)

Source: Google Insights for Search

Dark Chocolate Benefits, Recipes Are Top Searches, Taste Is an Issue

Source: Google Insights for Search, NetBase 52 weeks ending September 1, 2012

Dark Chocolate Likes: Health BenefitsDark Chocolate Dislikes: Taste

Source: NetBase 52 weeks ending September 1, 2012

Chocolate• Searches peak during Christmas,

Valentine’s Day• Cakes, cookies, recipes most searched• Conversations peak during Valentine’s

Day (roughly 17 million / year)• No one topic dominates chocolate

conversations• However, hot chocolate, cookies, cakes,

dark chocolate popular• Dark chocolate discussions center

around health benefits, taste an issue

Forecasting the Economy

Where Is the Economy Discussed?

Source: NetBase 52 weeks ending July 5, 2012

The Number of Conversations About the Economy Has Increased Since April: Negative Comments

Outnumber Positive

Number of conversations by month

discussing the economy

Increase since April 2012

Positive/negative sentimentabout the economy

Source: NetBase 52 weeks ending September 1, 2012

The Economy Is Being ‘Destroyed’Positive vs. Negative Behaviors About the Economy

Source: NetBase 52 weeks ending September 1, 2012

Unemployment

Gas prices

Using Social Media to Assess the EconomyComments, Negative Buzz Lower Than YAG

# of Comments Positive Sentiment

Negative Sentiment

Source: NetBase 52 weeks ending September 1, 2012

Source: Google Insights for Search, Wolfram Alpha

Unemployment Searches Have Shown An Uptick Recently

#13 (Rank)#9

#1

#32

#27

#5

#22

#14

#19

#41

Gluten Free

Gluten FreeLikes: Taste / Dislikes: Expense, Taste

Gluten free “Likes”

Gluten free “Dislikes”

Source: NetBase Insight Workbench 52 weeks ending August 2011

Gluten FreeTop Searches: Recipes

Source: Google Insights for Search

Taste (Likes) Taste (Dislikes)

Gluten FreeTaste Is Polarizing

Source: NetBase Insight Workbench 52 weeks ending August 2011

Hot Peppers

Hot PeppersSummer Conversation Spikes, 3:1 Positive

Source: NetBase Insight Composer 52 weeks ending June 8, 2012

Hot PeppersStrong & Delicious

Source: NetBase Insight Composer 52 weeks ending June 8, 2012

Hot PeppersStrong, Positive Emotions

Source: NetBase Insight Composer 52 weeks ending June 6, 2012

Hot PeppersNorth America, Summer Months Dominate Search

Source: Google Insights for Search

Hot Peppers:How Can I Use Them?

Source: Google Insights for Search

In the End…

• Social media can provide insights on their own

• They can also enhance “asking” research

Thank you!

Frank Cotignola@fco24

www.frankcotignola.com